Online shopping is about using technology in a way that most people never imagined until the end of the 20th century. Since then, new retail technologies have emerged rapidly, while shoppers' expectations for current and future applications are constantly changing, the ConsumerX 2024 report found.
ConsumerX's survey asks shoppers in markets across Europe and further afield about retail technology. Some are relatively established, such as social commerce and augmented reality, while others are still emerging. ConsumerX asked her more than 7,200 shoppers in 14 countries what they used in the past year.
Social commerce was the most popular technology used by 27.2% of respondents last year, followed closely by live shopping (25.8%). With live shopping, shoppers make purchases through livestream videos where presenters and influencers demonstrate and recommend products.
People who have used a virtual shopping assistant (an AI-powered bot that provides product advice) or tried augmented reality to see how products look in their home or other spaces (15.2%) is still small (16.1%).
Voice shopping through devices like Amazon Alexa and Google Voice Assistant is less popular, with 11% having used it in the last year. Even fewer (7.6%) have shopped through the Metaverse. In fact, the largest group is those who did not use these technologies at all in the past year, accounting for 45.2% of all respondents.
Expectations for future technology
Although most shoppers expect their favorite brands to offer one or more of these technologies in the future, a significant proportion (28.7%) do not expect any technology to be available anytime soon. Is not …
The biggest interest (32%) was in the development of augmented reality capabilities, already widely used by brands such as Lego to showcase toys and DFS to show available sofas inside a customer's home. I am. 28.6% expect brands to offer virtual shopping assistant support in the future, and 27.5% expect to be able to try live shopping soon. There seems to be less interest in shopping for voice (18.0%) and metaverse (16.5%).
Social Commerce
Social commerce is currently one of the most popular technologies on this list, but ConsumerX's findings suggest that interest may wane over time. Fewer people (25.1%) expect the brands they buy to offer this as a sales channel in the future, down from 27.2% a year ago.
Digging deeper, 44.2% said they made a purchase through a social media site in the past year, which is a slightly looser definition of social commerce. The most popular are Instagram, which 51.7% of social media shoppers use to make purchases, and Facebook, which 51.2% use. Snapchat (11.9%) and Pinterest (11.4%) are relatively unused.
This is an excerpt from the newly published ConsumerX 2024 report. This report was launched during RetailX Event's Spring Festival.
In the full report, through ConsumerX research, more than 40,000 consumers across key global markets including Europe, America, Australia, and Asia share their attitudes toward purchasing online and across shopping channels in 17 languages. You can see that there are.
Stay informed:
Our editors carefully select our daily newsletters, packed with the latest news, analysis and research. Click here to subscribe to our free newsletter sent straight to your inbox. Also, why not follow us on Linkedin to receive the latest updates on our research and analysis – across the UK, Europe and the world.
