The results of the 2020 Shopping Cart of the Year report are now official. On the basis of a cross-sectional study of the Polish eCommerce industry, the payment service company Twisto and its partners have prepared a detailed publication containing not only the results of the analysis, but also insightful case studies discussing the most important trends. This year the m-commerce sector, i.e. mobile versions of online stores, was examined. Who proved to be the best and which brands are worth following?
Masters of m-commerce on the Polish market
This is the eighth edition of the "Koszyk Roku 2020" study, and the third on the Polish market. The study analyzed the activity of the 100 most frequently visited e-shops on the Polish Internet (selected on the basis of the number of visits in September 2020). The data included only the visits made by customers entering websites via phone or mobile apps. The evaluation included, for example, the user interface, available functions and solutions introduced by brands in order to increase the comfort of product purchase.
The Media Expert brand had the highest number of points. It was followed by Wittchen online store, and the third place on the podium was taken by Media Markt e-shop. The top ten brands include Black Red White, Oponeo, the Polish version of IKEA website and YES jewellery company. The report, created in collaboration with the User Experience EDISONDA studio, takes into account both improvements related to the shopping process (from offer presentation, through the registration process, to order summary) and other aspects of customer service (such as accessibility and clarity of terms and conditions).
Leaders of the main ranking did not always dominate in each category. Militaria.pl is the eCommerce leader that takes great care of the possibility to get acquainted with the offer. The orders are completed best in Sizeer, 50 style and Meble.pl, and the choice of delivery is the most convenient in Douglas store. Sizeer, mentioned above, was also recognized for the clearest rules and return policy, while the leader in eco-commerce, i.e. actions promoting ecological solutions is Wittchen.pl.
Trends in the m-commerce industry. What is worth introducing?
While discussing particular sections of the report, some good practices were pointed out that are worth implementing. For example, in the case of the shopping process, it was emphasized that it is important to tell users what to do if they do not find what they are looking for in the product catalogue. It is also good to invest in photo shoots to show the goods in a natural environment. The clothing industry can think about following the trends and introduce a new intelligent sizing function.
It is also important to take care of the service during the finalization of the transaction. According to the "Koszyk Roku 2020" report, a good practice to follow is to display the logo of the company responsible for delivery, diversify the ways of collecting goods (courier, parcel machine, pick-up in a stationary store, pick-up in a point or post office) and facilitate the payment method. Experts from Twisto advise that in this area it is worth to let the customer choose a specific method even before redirecting to the payment gateway.
Full list of advices and detailed results can be found on the website koszykroku.pl, where the report can be downloaded for free. Many of the functionalities mentioned above can be easily introduced on the Magento platform. By choosing Magento, you can enjoy a clear interface and the possibility to adjust the sales channel to your own needs, which are based, for example, on the specificity of the industry or the preferences of a given group of customers. Who knows, maybe your eCommerce will be at the top of the "Koszyk Roku" ranking for 2021?
