South African consumers are migrating online for retail purchases as they begin to feel more at ease with the safety elements and experience the benefits of an\u00a0interactive and fast-paced online environment.<\/p>\n
As a result, online retailers have reported record sales and traffic in recent times.<\/p>\n
Webtickets, a provider of online ticketing solutions in South Africa has identified\u00a05 online retail trends that will most impact SA businesses and consumers in 2014:<\/p>\n
Mobile, mobile, mobile <\/b><\/p>\n
There has been a substantial increase in migration to mobile e-commerce from traditional web retailing, allowing\u00a0instant impulse purchases anywhere, anytime.<\/p>\n
For example, friends out at a dinner party can now book tickets online via their mobiles for that rock concert they\u2019ve all agreed to attend next week.\u00a0 Talk becomes immediate action.<\/p>\n
Another mobile first is that the emerging middle class will leapfrog the web and complete their first e-commerce transactions on their mobiles.<\/p>\n
There is huge potential here as smartphones and bandwidth prices come down drastically and become more affordable for the lower LSMs.<\/p>\n
More customer control<\/b><\/p>\n
Online customers are becoming more sophisticated e-shoppers and require enhanced flexibility, choice and control of their online transactional behaviour.<\/p>\n
Being able to actively manage their online accounts and view their past transactions via their web-based store accounts are extremely important.<\/p>\n
Internet-enabled debit cards<\/b><\/p>\n
E-commerce is opening up to a new group of consumers as banks start issuing internet-enabled debit cards to their newly banked lower LSM customers, as opposed to credit cards.<\/p>\n
This will have a significant positive impact on online spend by income groups not previously able to transact online.<\/p>\n
Personalisation <\/b><\/p>\n
Increased attention\u00a0will be focused on e-commerce personalisation. When browsing your favourite online shopping site, the consumer will be given a personalised and targeted experience.\u00a0 It\u2019s about more than just welcoming consumers back to the site, Webtickets says.<\/p>\n
Online retailers need to effectively use customers\u2019 past transactional history to create a unique shopping experience for them by offering products and services that are appealing and relevant to their lives.<\/p>\n
Less is More<\/b><\/p>\n
There will be a switch to\u00a0a \u201cless is more\u201d approach to social media for e-marketing purposes.\u00a0 Consumers can expect less distractions while browsing and shopping so that they can focus on the products on offer and make purchasing decisions.<\/p>\n
Only once the products are safely in the shopping trolley and the transaction is complete, will they be encouraged to share their experience virally via Facebook or Twitter.<\/p>\n
Christy Turner, co-founder of Webtickets, a provider of online ticketing solutions in South Africa, said: \u201cWe have noticed incredible changes in the online retail environment in South Africa over the last 10 years and I\u2019m proud to say that South Africans have really stepped up to shopping online in a unique and dynamic way.”<\/p>\n
“Two of the biggest shifts we have experienced are mobile and the increased sophistication of the SA online audience.\u00a0 They have high expectations and insist on interacting and doing business online via their mobiles quickly, effectively but at the same time want technical advancements and features that provide them with increased functionality\u201d.<\/p>\n
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