For brands and retailers to win in the post-pandemic era, particularly on e-marketplaces, they must pay close attention to the factors that drive consumers to make a purchase. It’s: convenience, value, and product assortment.
But not everyone knows how to operate in this market. Feedvisor’s 2021 Amazon Consumer Behavior Report offers a comprehensive and detailed look into the minds and wallets of over 2,000 U.S. consumers to help you in making good decisions and to show you how the best players perform in this field. So, keep reading or check out the complete report.
Key takeaways from the report
- Over 57% of consumers say they do more online shopping now than they did before the pandemic.
- In the past few years, consumers have been loyal to their favorite brands, but 60% of them said they bought products from brands they had never tried before during the pandemic.
- 55% of shoppers said they notice ads on Amazon search results pages and 49% of shoppers aged 27-40 said they always or frequently/often buy the first product listed on Amazon search results pages.
- Over 92% of consumers say they are more likely to buy products from Amazon than other e-commerce sites, while 56% say they visit Amazon every day or at least a few times a week.
- Amazon continues to be the first place consumers look for product information, with 75% of consumers saying they check prices and product reviews on Amazon before making a purchase.
- Consumers still view the holidays as the best time to score a deal, with 47% waiting specifically for Black Friday and Cyber Monday to make a major purchase.
Amazon and e-commerce marketplaces: their role
According to the survey, Amazon and e-marketplaces continue to play an increasing role in consumers’ lives, with more than half of respondents saying that they do more online shopping now than before the pandemic.
source: The 2021 Amazon Consumer Behavior Report from Feedvisor
In general, the U.S. e-commerce market will continue to see double-digit growth, increasing nearly 17.9% to over $933 billion in 2021. By 2022, it is expected to surpass $1 trillion.
As consumers’ comfortability and reliance on e-marketplaces accelerates amid the pandemic, Amazon has emerged as the biggest beneficiary of the growing trend toward online shopping. And not only are consumers visiting Amazon more often, but they are also increasingly converting and making purchases on the platform. The survey reveals that 47% of overall consumers make a purchase on Amazon at least once a week, with 8% of respondents saying they make a purchase on Amazon daily or almost every day.
source: The 2021 Amazon Consumer Behavior Report from Feedvisor
Customers’ “new” expectations and experience moving forward
Lately, customer service has got a much greater impact, with 50% of consumers switching to a different brand after one bad experience.
A driving force behind Amazon’s continued success is its ability to satisfy shoppers through its customer service experience. Amazon cultivates high retention rates by providing streamlined processes and quickly addressing any issues that may come up. According to the survey, 90% of consumers are satisfied with Amazon’s customer service, with 33% of respondents citing the company’s rapid response to complaints and order issues as the best part of Amazon’s customer service experience.
source: The 2021 Amazon Consumer Behavior Report from Feedvisor
Beyond customer service, buyers are also satisfied with Amazon’s search algorithm and collection of quality product offerings. According to the survey, 99% of clients said they are pleased with Amazon’s assortment of products. In comparison, 95% of consumers are satisfied with the relevancy of Amazon’s search results when looking for products on the platform.
A pandemic has resulted in a heightened focus on convenient, personalized shopping experiences and budget-friendly products for many consumers. In the survey, 28% of consumers said lower prices were the most critical factor when shopping online, while 25% said convenience is a great factor.
source: The 2021 Amazon Consumer Behavior Report from Feedvisor
Brand’s loyalty
The impact of loyalty programs on shopper behavior has been magnified due to the pandemic. Homebound shoppers attracted to the convenient shipping benefits and the abundance of additional benefits have steadily adopted and even welcomed loyalty memberships.
47% of consumers say that being a member of a loyalty program influences where they go to make purchases. Yet, despite this, 44% of consumers say membership does not affect their purchasing decisions.
According to other programs, only 16% of consumers use Target Circle, and its membership is skewed toward women. Here are some other brands’ loyalty program memberships.
source: The 2021 Amazon Consumer Behavior Report from Feedvisor
Last words
The evolution of the e-commerce landscape has given way to e-marketplaces establishing dominance, outpacing all other channels by offering consumers a more convenient shopping experience to discover, compare, and purchase a variety of products.
For many, returning to pre-pandemic behavior remains a hopeful but uncertain goal, but what seems clear is that Amazon will continue to grow regardless of what the future brings. According to forecasts from eMarketer, Amazon will amass more than $463 billion in e-commerce sales in the U.S. by the end of 2022, proving yet again that the shift towards digital shopping is here to stay.
