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ReimaginingCommerce2020ToolkitforCreatingCustomer-CentricDigitalExperiencesPage2ReimaginingCommerceEpiserverTableofContents03Ever-EvolvingE-Commerce07ThePrivacy/PersonalizationBalancingAct11BeyondRetail15MobileFirst21TheRiseoftheInfluencerClass25ShippingCostsAreaNo-Go28CouchShoppers31GuidelinesforGoingBeyond32Methodology33RegionalFindingsPage3ReimaginingCommerceEpiserverToday’sconsumersareonlinemorethanever.Amereclickawayfromanewbluetoothspeaker,jumbopackageoftoiletpaperorfreshcartonofstrawberries—allofwhicharriveontheirdoorstepswithin24hours—modernshoppershaveincreasinglyhighexpectationsofthebrandsandretailerstheydobusinesswith.Reachingcustomersinacluttereddigitallandscape,however,isbothmission-criticalandfrustratinglychallenging.Tobetterunderstandthestateofglobalcommercein2020,Episerverpolledover4,000consumersacrossfivekeygeographies:theU.S.,U.K.,Australia,GermanyandSweden.Thefollowingtrendshighlightthedirectione-commerceisheadedin2020—andhowbrandsandretailersaroundtheworldcancreateexperiencesthatcutthroughtheclutter.Ever-EvolvingE-CommercePage4ReimaginingCommerceEpiserverKeyFindings04Over80%ofconsumersineachofthefivecountrieswepolledsaidthey’remostlikelytobeonthecouchwhenshoppingonline.Onlineshoppinghasbecomeapassiveactivityformostoftheworld’sconsumers,posingnewchallengesanduniqueopportunitiesforbrandsandretailerstoturncasualbrowsersintocommittedbuyers.0176%ofconsumerswouldbedissuadedfrommakingaplannedpurchaseifshippingcostsweretooexpensive.It’scleartheAmazoneffecthaspermeatedconsumerconsciousness.Today’sonlineshoppersnowexpectthesameperksthatoncedefinedAmazon’sservicesfromeverybrandandretailer.53%ofthosewhosaidtheyshoponlineeverydayrelyontheirsmartphones.Ofthemostfrequentshoppers(onceperday),nearlyhalf(48%)havesignificantlyincreasedtheirrelianceontheirsmartphonesforshoppinginthelastyear.Companies,especiallythosewithphysicallocations,needtoinvestinomnichannelexperiencesthattravelseamlesslywiththeirusersacrosssituationsanddevices—frommobiletodesktoptoin-store.0203Acrosstheboard,respondentswithchildrenunder18livingathomereportmoresignificantusageofonlineplatformsinthehealthcare,financialservicesandhigh-techcategories.Whilemanyemergingonlineapplicationstargettheyoungcitydwelleralwayson-the-go,busyparentshaveclearlyfoundconvenienceinthesameservices.Withchildrenunder18Healthcare30%20%FinancialServices34%26%HighTech30%18%Withoutchildrenunder18Page5ReimaginingCommerceEpiserverKeyFindings0762%ofrespondentsfeelthatcompaniesshouldplacethesamepriorityonpersonalizedexperiencesin2020astheydidin2019.Atthesametime,25%ofconsumersfeelthatbrandsandretailersshouldmakerespectingtheiranonymityonlineahigherpriority.Consumersareconflictedintheirdesireforbothpersonalizationandprivacy.They’rewaryaboutsharingpersonalinformationbutalsocraverelevantdigitalexperiences.05Onaverage,one-fifthofconsumershavemadepurchasesdirectlybecauseofasocialmediainfluencer’sproductpost.But50%ofGenZshoppersand48%ofmillennialshavepurchasedproductseitherdirectlybyclickingonapostorlateronasaresultoftheinfluencer’sendorsement.Asshoppingviasmartphoneandsocialmediacontinuestoincrease,brandsandretailersshouldlookattheirinfluencermarketingpartnershipswithamorecriticaleye.Welloverhalfofmillennials(58%)defaulttosmartphoneswhenshoppingonline,followedbyGenZat49%,GenXat48%andbabyboomersatjust18%.WhileGenZgrewuponline,manyyoungermembersarelikelystillturningtotheirparentsformostpurchases.Manymillennials,however,arenowmakinghouseholdpurchasesandlikelyprioritizingspeedandconvenience.06DefaulttosmartphoneswhenshoppingonlineBabyBoomers18%Millennials58%GenZ49%GenX48%ReimaginingCommerceEpiserverPage6Whatdoesitallmean?Themoreconsumersusetheirmobiledevicesandengageinsocialmediaactivity,themorethey’rebombardedwithadvertisementsandmarketingmessages.Brandsandretailersshouldfollowtheage-oldadage:Lessismore.Focusondeliveringcompellingcontentwhenit’sactuallyrelevant.PersonalizationshouldnotequatetoopeningInstagramonlytoseeanadforaproductyoujustmentionedinpassing.Rather,personalizationshouldbemeaningfulandcontextual—providingtherightcontenttotherightpersonattherighttime.Forexample,abeautyretailermightsendapersonalizedremindertoorderanewproductbeforeitrunsoutbasedonthedateofpurchaseandestimatedusagetime.Year-Over-YearFindingsConsumersareonlinemorethanever.Directpurchasesviasocialmediaareontherise.21%ofconsumersmadeapurchasedirectlyfromanadonsocialmediain2019.Thisnumberrosedramaticallyto31%in2020.Additionally,16%ofconsumersmadeapurchasedirectlyfromaninfluencer’sproductpostin2019,comparedto19%in2020.Smartphonesareincreasinglybecomingameansofpurchase.16%ofconsumerssaidtheyusedtheirsmartphonetocompleteapurchasemultipletimesperweekin2019,whichroseto18%in2020.20192019DirectpurchasesviasocialmediaadsPurchasesviasmartphonemultipletimesperweek2020202016%21%18%31%Butthey’realsogettingfatigued.Onlineshoppingfrequencyhasdeclined.In2019,26%ofconsumersreportedthattheyshoppedonlineatleastonceaweek,comparedto19%ofconsumersin2020.In2019,26%ofconsumerssaidtheywantedbrandsandretailerstoplaceahigherpr