Page 1Reimagining CommerceEpiserver Today’s online shopping landscape is truly borderless. Thanks tothe internet and advances in shipping and fulfillment technologies,routine online shopping is a reality for more people than ever before.Global ecommerce sales are expected to eclipse $2.8 trillion thisyear, a statistic that affirms online’s seat at the commerce table andsets the stage for even greater growth to come. However, Episerver’s analysis of global consumers’ online shoppinghabits finds that this growth is dependent upon a new definition ofcommerce. “Commerce” no longer means making a purchase, but ratherencompasses the entire journey from research to final sale. Thismodern definition of commerce includes activities like inspirationseeking, problem solving, product discovery, product research,product comparison and more. Shopping today is just as muchabout the experience as it is about the purchase – maybe even moreso. Businesses have opportunities to bend these experiences intheir favor, but only if they can look beyond transactions. Paying toomuch attention to conversions blinds brands from other powerfulengagement opportunities that exist throughout the entire onlinecustomer journey. Page 2Reimagining CommerceEpiserver Here’s how global consumers stack up:Online shopping is on the rise worldwide: Confirmingwhat many have observed, 63 percent of people shoponline at least once a month, and a quarter (23 percent)shop online at least weekly. Almost two-thirds ofshoppers expect to make more online purchases thisyear than they did in 2017.Online shoppers log on to do more than purchase: Just17 percent of people say that making a purchase is theirprimary purpose for visiting a brand’s website for the firsttime. Rather, shoppers are going online to search for (35percent) and compare (29 percent) products/services.Shoppers are comfortable with personalization andreward brands that employ it: Eighty-seven percentof online shoppers are okay with companies knowingmore about them. And when a brand personalizesexperiences, a quarter of shoppers are more likely topurchase from the brand again, 20 percent are moreloyal and 20 percent trust the brand more.Shoppers’ tolerance for misinformation online is low:Inaccurate or incomplete content dissuades half (46percent) of shoppers from completing online purchasesoften, and 18 percent always.Disappointing online shopping experiences havemonetary consequences: The absence of online‘must-haves’ like easy-to-use product search functionsand information about products and returns causes 44percent of shoppers to abandon purchases often. Ninepercent of shoppers say they always abandon shoppingsessions when these must-haves are missing.Personalization influences perception: Over a thirdof shoppers (35 percent) now feel brands do not careenough about personalizing their shopping experiences,causing them to feel disappointed (32 percent),frustrated (16 percent) and distrustful (12 percent).Connected consumers are on the rise: When onlineshopping, 29 percent of people browse on theirsmartphones daily. Half (49 percent) browse weekly.Shoppers welcome technology-driven experiences, but expect payoffs: Eighty percent of shoppers ratetheir past in-store and online experiences with newtechnology functions as good or satisfactory, and89 percent would be interested in trying them again.However, of shoppers turning down a second chance,half (51 percent) report it’s because these technologiesdon’t improve their experiences. Key Findings Findings from this study indicate that brands are at a turning point in theirrelationships with shoppers. Brands willing to invest in all aspects of theonline shopping experience set themselves up for long-term success, whilethose that focus too heavily on transactions are not accounting for shoppers’diverse expectations and needs when shopping online. Page 3Reimagining CommerceEpiserver Consumers Continue to Shop Online, But Growth Could PlateauThe diversification of shopping channels and the widespreadpopularity of personal electronic devices like smartphoneshave made consumers increasingly comfortable taking theirshopping needs online, and will continue to do so. Currently,63 percent of people shop online at least once a month, anda quarter shop online at least weekly. In the spirit of more frequent shopping, almost two-thirds ofconsumers expect to make more online purchases this yearthan they did in 2017. This commitment to online shoppingis fiercest among today’s most frequent shoppers. Eighty- one percent of people who shop online at least once a weekplan to make more purchases in 2018, well above the globalaverage. Behaviors like this make online shopping an obviousinvestment. They also stress how brands unable or unwillingto prioritize the online shopping experience are failing tomeet shoppers’ expectations and will lose revenue and/ormarket share as a result.When instituting or expanding digital offerings and strategies,stakeholders cannot ignore the 37 percent of globalHow often do you shop online At least once a day 2% At least once a week 21% At least once every three months 26% At least once a month 40% At least once a year 10% Do you expect to make more online purchases in 2018 thanyou did in 2017 No 37% Yes 63% 。。。。。。