COVID-19 has and will continue to send a shiver through the retail sector, although eCommerce has managed to remain relatively unscathed as lockdown days turn into weeks, and we each forge a new sense of normal.
Brands who already offered their products and services online through an eCommerce website have captured a large slice of the pie, and businesses without that online presence are scrambling to get themselves live and in front of the right audience through the aid of leading eCommerce SEO agencies.
We don’t know what’s around the corner and how long these restrictions will stay in place, but we do know that the role of eCommerce is rapidly changing, so let’s review the opportunities and considerations.
Change in shopping behaviour
There has been an undeniable change in buying behavior across the board, and how could there not be when these very rituals have been removed as an option mandated by governments?
Panic buying aside, eCommerce has ultimately seen a spike in uptake with individuals of all generations shopping online in lieu of a brick and mortar option. Data from Search Engine Land shows that people are spending 10-30% more online due to COVID-19.
One thing to consider is that all spikes come with a downturn or a growth plateau in a best-case scenario. As new customers walk through your proverbial doors, work to convert them into a return customer and advocate, so that when they can visit their bricks and mortar locales, your eCommerce business is part of their consideration.
There will be many new outlooks when COVID-19 ends, as businesses and workplaces have shown how effective they can adapt, so be a part of that change and prove that the old way isn’t necessarily the best way.
What products are soaring and what products have seen a downturn
When looking at eCommerce performance, there are no surprises to see who is outperforming the market and who has taken a pause amidst our lifestyle adjustments. Health/medical supplies, pet supplies, groceries, home entertainment, delivery services, and home gym supplies have seen exponential growth.
Conversely, beauty, apparel, and home/furniture have seen a downturn. That’s not to suggest all fitness suppliers are enjoying that growth and all beautiful retailers have closed up shop – but it does demonstrate the priorities of buyers.
These patterns present an opportunity for eCommerce businesses to enhance their service offering and potentially diversify to meet the growing needs of a wider group of customers. That’s not to say that you must ditch your entire eCommerce model, but perhaps it’s a matter of re-educating the market as to why these services and products are still relevant in a COVID-19 world.
This is were content complements your eCommerce store, providing quality descriptions, blogs, FAQ’s and Hot-To’s that will shape their experience and how they rate their need for your goods. After all, your audience has the time to engage more consistently.
Social media is up by up to 50% in some areas
eCommerce cannot exist in a vacuum and is best paired with an active social media presence that captures an audience and drives conversions. In some areas, social media is up almost 50% which is an incredibly compelling reason to focus your energy here as the key lead generator for your eCommerce store.
And due to this screentime increasing, you should be experimenting with different content forms as this period of uncertainty has allowed for valuable awareness and consideration phases.
Another fact that many eCommerce brands have failed to see is that many first-time users are venturing into this online landscape, and that should come with some responsibility and due diligence. Is your eCommerce set-up to cater to all web-literacy levels, or could you do with a few more prompts to ensure your user pathway is clear and enjoyable?
These new online audiences (typically Gen X and Baby Boomers) have arrived at your site by circumstance only, but maybe you can give them a reason to return if the process is validating, transparent and well-engineered.
There is no end date that anyone is working toward here, and so it’s impossible to predict and plan for the end of COVID-19. All we can do is leverage those elements that we can control and try to make an opportunity out fo the cards that we have been dealt with.