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Five Key Consumer Shopping Trends from 2024
With the closing month of the year already on the horizon, marketers are setting their sights on the most likely trends to dominate the digital landscape in 2025. Which, for the most part, look set to be a continuation of what we’ve seen throughout much of 2024.
In short, it’s going to be the usual case of consumers seeking simplicity, convenience, speed and value. More specifically, these are the five trends you can expect to see much more of, as we head into the new year:
1. Omnichannel Presence Preferred
First up, research suggests that around two-thirds (64%) of shoppers worldwide prefer stores that exist both online and on the High Street. Even if they rarely shop at physical stores, they still take confidence in knowing they can pay the brand a visit in person, if need be.
In addition, almost three-quarters (75%) of shoppers who buy products in-store research them on a brand’s website, before heading out to buy them.
2. M-commerce is Far from Flawless
Even today, a full 40% of consumers find shopping on mobile devices difficult, while 42% find online checkout processes inconvenient. Meanwhile, almost half (50%) said that mobile purchases are not as easy as buying on a PC or desktop.
On the whole, two-thirds (66%) of consumers still believe that businesses aren't doing enough to make mobile purchases more seamless for mainstream audiences. So while significant advances have been made in mobile commerce, there’s still a long way to go.
3. The Faster, the Better
Today’s consumer has limited time, and even more limited patience. In fact, more than 60% of shoppers cite speed as one of the most influential factors when purchasing products online. If they can get from inspiration to purchase in just a few clicks, they’re far more likely to convert.
Similarly, almost 65% said that where possible, they prefer to buy all the products they need from the same retailer. Quite remarkably, more than 30% also expect that any same-day delivery orders they place online will arrive at their homes within two hours.
4. Physical Store Appeal Lags Behind E-commerce
Perhaps contributing to the so-called ‘death’ of the High Street, around half (47%) of shoppers believe that online stores deliver better overall experiences than their bricks-and-mortar counterparts.
Specifically, they cited product variety, easier product evaluations and better value for money as their reasons for preferring e-commerce.
5. Value for Money is Still Everything
Of course, it comes as no real surprise to learn that low prices are still the top priority for consumers worldwide, when deciding who to shop with. More than half (56%) of buyers said they would naturally choose whichever brand offered the lower price on the same product.
Outside this, the top five factors included free returns, free shipping, fast and reliable delivery, and good customer loyalty programs. Insights which once again confirm that both online and offline, consumers simply want to get what they want quickly, conveniently, and for the lowest possible price.