Smart shopping - a requirement of the current times or the new face of the consumer?

It's 2008, the global financial crisis is peaking in almost all markets, and, compelled by the difficult situation, customers are making much more thoughtful purchases. Why do we go all the way back 14 years in an article on contemporary eCommerce trends? Because current realities have a lot in common with events at the end of the first decade of the 21st century. The effects of the pandemic that has been going on for more than two years now, rising inflation, rising interest rates - all these things are making the need for more prudent budgeting return, this time dressed up in the words "smart shopping." It turns out that for many consumers, online shopping is a natural way to put this idea into practice. How do you adapt your own eCommerce to the needs of the modern consumer? Reading the following article will certainly explain it to you!

Does smart always mean cheap?

It is not easy to be an exemplary consumer and always buy only what you need, at an attractive price, and on top of that, in the right quantity. Smart shopping, however, is not about perfection - so what does the term entail? While shoppers still most often pay attention to price, they are also increasingly noticing features such as convenience or speed of transactions, the lack of which is beginning to be considered in the category of cost. The essence of the concept of prudent shopping lies not so much in searching for the cheapest products, but in sensible management of the budget and other elements (such as one's own time). Sensible - that is, allowing at the same time to optimize current expenses, but also to ensure a stable financial future. The whole idea is most easily encapsulated in three terms: thoughtful, rational and unconventional - because smart shopping is difficult to put into a specific definition. The concept is still evolving, not least because it is influenced by various external events (at the moment, such as inflation, the war in Ukraine or a pandemic). It is also important that consumers are increasingly abandoning a lifestyle based on consumerism.

Smart commerce - the new face of smart shopping or an integral part of it?

Often, our daily schedule lacks space for shopping, the assortment in stationary stores is limited, and it also takes time to move between store aisles - all of these elements compromise the idea of rational shopping. In contrast, eCommerce fosters smart shopping by: comparing offers, intuitive product filtering, easy returns and other activities that can be done with just a few mouse clicks.

The approach to the online shopping process itself has also changed. We now know that it is not only the cost of shipping that matters. The form of payment is equally important - a quick transfer or bank card is no longer enough. The Shopping Cart of the Year 2022 survey showed that customers are increasingly opting for Blick payment options, deferred payments and mobile solutions such as Gpay or Apple Pay. What other factors do prudent shoppers pay attention to?

Customers prioritize convenience, are less willing to compromise, and are unwilling to give up the conveniences of stationary stores. In response to these expectations, online stores are constantly improving their User Experience. They are making increasingly bold use of new technologies, artificial intelligence and machine learning - a conversation with a consultant is being replaced by chatbots, and virtual fitting rooms are slowly becoming a standard in online fashion stores (such a solution was recently introduced, for example, by CCC, which allowed its customers to try on shoes via VR method).

All indications are that online sales are the ideal environment for the development of the smart shopping concept. How to prepare your eCommerce for the new dimension of sensible shopping?

Smart shopping in 5 steps

Smart commerce is, in a nutshell, taking care to streamline the shopping process and ensure proper communication between the seller and the customer. What solutions will help guarantee such an effect in your online store?

Multichanneling

Deciding to buy a particular product in the traditional way, we often choose to visit a shopping mall or several competing stores to compare offers. Such preparation requires spending a lot of time and energy and definitely contradicts the idea of smart shopping. However, there is no doubt that reserch is necessary, and the best way to do it turns out to be using the Internet - why?

Consumers during the COVID-19 pandemic learned to search the Internet resources even more efficiently. It is no longer just Google search engine that is used to draw information and opinions on a given product - currently only 20% of users start their purchase path this way. Much more popular are comparison shopping engines, which have the added advantage of allowing purchase from the portal level without having to go to the store's website. An excellent combination of reaserch and sales opportunities is also offered by Allegro and its foreign counterparts (Shopee, Aliexpress, Amazon or eBay).

Basket filled with discounts

Although discount codes are not always readily available, the smart shopper tries to prevent the window for entering such a password from remaining empty. How can he or she do this? The simplest solution is to sign up for the brand's newsletter, which allows you to get access to promotions specially prepared for loyal customers. It's also worth regularly visiting sites offering so-called cashbacks (refunds of a certain percentage of the value of an order) for completing certain transactions. The most popular portals of this type (such as Picodi or LetyShops) allow you to install a browser plug-in that automatically detects current promotions. This is an extremely simple solution that brings you one step closer to perfection in saving money.

Logistics in tune with the times

The times when the choice of delivery method was determined only by the amount of additional charge are over. Pandemic has proven that we can pick up an order completely contactless. In 2022, almost half of the ordering public chose parcel machine delivery, which surpassed other courier services. The increased pace of life, in turn, has forced people to plan their day down to the minute, which is why the Click and Collect solution, which allows you to pick up your order on your way to work or home, has become so popular. Minimizing the waiting time has been taken care of by qCommerce - companies offering this method are competing to get the shipment to the customer as quickly as possible. Receiving an order at your door even 15 minutes after finalizing it? Sounds smart.

All in one

39% of consumers start their shopping path by exploring marketplace platforms to find the perfect product. Often, however, marketplaces only act as search engines, and customers place an order on a separate platform, such as the manufacturer's online store. Allegro is exemplary in minimizing this problem - how? Allegro Smart!, Allegro Pay, and Allegro Box are additional bundles of services that the Polish marketplace offers to enhance customer convenience. The various elements of the package allow for convenient payment, shipping or returns, all inside the platform. The result? 57% of consumers choose to stay on Allegro.

A shopping path for the modern age

Customer satisfaction is influenced not only by a complete, but also by a transparent purchase path. Details are important: automatic form filling, secure payment card memorization, simplified login (e.g. via social media). Website responsiveness is equally important - ⅔ of customers surveyed by the Chamber of Electronic Commerce in 2022 view brands that are not mobile negatively. Fast and convenient shopping on any device should therefore be the standard, especially in this smartphone era.

Is smart shopping the future of eCommerce?

There could be a lot to talk about innovative eCommerce solutions - they keep coming, and are constantly being improved. However, what makes a given utility truly "smart" is determined by customer interest and satisfaction. Savvy buyers are well versed in the market, fluently compare available offers and know current prices. Thus, we are dealing with a completely new, fully informed consumer pattern. Adapting eCommerce to the new standards may prove crucial in gaining a competitive advantage in the market. However, it's worth bearing in mind that smart shopping is still just a developing trend - constant observation of changes is necessary to avoid risks. Will you take up the challenge to meet its expectations?