Another two weeks have passed, and like clockwork we come with another edition of the eCommerce Press Release. What will you read about in the 30th edition? As befits an anniversary, we will focus on summaries, and - in keeping with the idea behind the entire series - we will look to the future, looking at the latest solutions implemented by industry giants. What does the latest Gemius report reveal about how eCommerce is doing in 2022? Will BLIK revolutionize the deferred payment market? How will the marketplaces market be affected by Empik's latest decision? Find out the answers to these questions by reading the latest Advox Press Release!
Did 2022 belong to eCommerce? Gemius report "E-Commerce in Poland 2022"
Another year is slowly coming to an end, making it more and more common in the media to summarize this year's achievements in various fields. Among them could not miss the report on the eCommerce industry, annually compiled by Gemius in cooperation with IAB Poland and Polish Internet Research. Has the passing period been propitious for eCommerce?
The year 2022 was a turning point for eCommerce, although definitely for different reasons than in the last 2 years (pandemic development). On the one hand, the market faced multiplying challenges such as the economic crisis, inflation at double-digit levels, the tense political situation due to the situation in Ukraine or shortages of raw material supplies. On the other hand - the passing months have developed new consumer habits that continue to force e-businesses to generate innovative solutions. How can you adapt your online store to the requirements of modern customers? Among other things, by reviewing the most important data and conclusions from the 10th edition of the Gemius survey. What is worth paying attention to?
- The smartphone has become the most popular device used for e-shopping, with as many as 75% of respondents saying they shop using their phone. Although the difference between the second most popular device (laptop) is small (73% of shoppers use it), this is the first ever change in the survey's leadership position in the ranking.
- mCommerce is no longer just a trend among the youngest generations - at least half of respondents in every age group make purchases through it.
- Although customers most often make payments by quick transfer (as many as 70% of respondents) and BLIK (58%), deferred payments have made their presence felt. Buy Now, Pay Later is already used by 12% of respondents (in 2021 this share was 9%).
- When it comes to delivery, consumers still value free options the most, but they are increasingly putting delivery time above price. The most frequently chosen delivery method turned out to be: InPost parcel machine (81%), courier delivery to home or work (43%) and delivery to a partner point (17%).
- Compared to last year, respondents have attached more attention to the attractiveness of the price of the products themselves - as many as 67% consider the financial aspect to be the biggest motivation for online shopping.
The anniversary edition of the report has been enriched with the opinions of experts operating within the IAB Poland eCommerce Working Group, which are a substantive supplement to the survey results.
You can read the full results and expert positions here. A must-read for any online store owner or eCommerce specialist - perhaps after reading the report you will change your strategy or introduce new solutions to your store?
BLIK debuts in Buy Now, Pay Later area
Deferred payments are gaining popularity at a rapid pace - by the end of 2022. Poles were reaching for them much more often than for a traditional form of credit or loan. Not surprisingly, more and more operators are choosing to implement this payment method. Recently, the Polish BLIK Payment Standard (PSP), in cooperation with Millennium Bank, launched tests of the BLIK Pay Later service.
BLIK is used by 11 million customers in daily transactions. What can they expect from BNPL's new service? Exactly the same as its traditional counterpart - BLIK deferred payments will be characterized by convenience, speed and security. When selecting a payment method in the bank's app, in addition to the standard BLIK field, there will also be a "Pay later" option. After clicking on it, the customer will only be asked to enter the code and confirm the payment.
According to Witold Litaszewski, Head of Consumer Finance Department PSP, the biggest advantage of the tested solution is that no external software is needed to use the service, and the recipient does not have to provide additional information about himself.
The tool is currently being tested in the mediamarkt.pl online store, and only Millennium Bank customers can use it. According to the decision of the President of UOKIK, the service will also be available to customers of ING, mBank and Santander, among others. However, the company wants to make sure that the new payment method will provide its recipients with full convenience and security, which is why it announced the tool's release only in 2023. The question remains, however, how BNPL's situation will have changed by then, especially in the areas we wrote about in a previous article. Legal changes in consumer credit, above-average fluctuations in interest rates and, finally, visibly increasing competition are just some of the challenges that are already making a difference.
You can read about the details of the new service offered by Polski Standard Płatnosci here. And have you already implemented deferred payments in your online store to respond to your customers' needs?
Marketplace Empik.com focuses on ads
32 million website visits and more than 5 million available products - these are the numbers for the Empik.com platform, which has been one of the leaders among Polish marketplaces since 2017. The company recognizes its growing media potential, so in early October it decided to launch an automated Empik Ads system for business customers. The new functionality is based on the CPC (cost-per-click) model, which means that the costs borne by advertisers depend on the number of clicks on an ad, not the impressions themselves. Retailers, manufacturers, as well as product distributors can take advantage of two advertising packages:
- 1. Sponsored product - allows you to reach a customer who is only at the beginning of the purchase path and does not yet have fully specified needs. The ad will suggest the proposed item to him through positioning in the list of offers and in search results.
- 2 Sponsored Branding - allows exhibitors to increase the visibility of their company. Under this package, companies can take advantage of the ability to display advertising materials based on keywords searched by buyers.
Digital advertising is one of the more effective methods of online promotion - according to IAB Poland's strategic report, in 2021 its popularity increased by 20% compared to last year. There are also many indications that it may become a leading eCommerce solution. Images, video or other visual content - this is the future of technology. According to predictions compiled by media and technology experts, GroupM holding company, eCommerce promotion will reach a 12% share of overall digital advertising spending in Poland.
Paid visual content is an opportunity to expand your customer base - are you convinced of this form of investment? If so, read more about Empik's new service on the marketplace website and set your sights on growing your business.
