eCommerce growth boom to further accelerate as shoppers remain online

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Online shopping has been crucial to many businesses throughout the pandemic as they fought to survive. Over the last several years, there has been a monumental shift towards online shopping. Especially during the holiday season. Covid-19 exacerbated the level at which online shopping occurred over the last year due to social distancing and concerns about in-person shopping. However, it seems that this trend is here to stay. To test this theory, Scurri commissioned a nationally representative survey on consumer shopping behaviour and sentiment in the UK – post Brexit and post pandemic. 

The survey of over 2,000 UK adults, completed in March 2021, shows that rather than slowing down when lockdown restrictions lift, the eCommerce growth boom looks set to accelerate. Shoppers commit to remaining online post the re-opening of retail. The study also looked at the effect of Brexit on shopping habits. It discovered strong consumer preference for buying British brands post Brexit, to help support the local economy.

Scurri’s research found that more than three in five (61%) people across the UK plan to continue to shop online in 2021 at the same rates as 2020. Even when shops reopen for in-store shopping, further highlighting the continued growth of online shopping.

Almost half of all consumers continue online shopping

Almost half (48%) of all consumers aged 18-24 stated they would continue to shop online even when shops reopen. One-quarter (24%) of full-time students are more likely to shop online than employed consumers, acknowledging that they shop online at least once every two to three weeks.

Online shopping habits and frequency varied by different demographics throughout the pandemic. 3 in 10 (30%) people in Wales shop online at least once a week. Only 18% of people in Northern Ireland. One-quarter (25%) of females admit to shopping online at least once a week. People in East England and South England shop more often than people in London. 27% of people in the East are shopping online at least once a week. 26% of people in the South shop online at least once a week. Only 24% of people in London shop online at least once a week.

Brexit set to have huge impact of Brits shopping habits

Brexit is also set to have an impact on shopping habits in the UK. We have already seen shipping and delivery disruptions between the UK and the EU as the UK is no longer part of the EU eCommerce Directive as of January 1, 2021. There has been frustration from both retailers and consumers regarding the issues cropping up. Almost half (43%) of all respondents feel that they have not been properly informed. They blame retailers and websites about the changes to service faced due to Brexit.

Over half (52%) of respondents in Scotland believe that it is the responsibility of the government to inform consumers of changes to the online shopping experience. On the other hand, almost one-quarter (23%) of respondents in Wales are unsure who should have this responsibility; government or retailers. Again, this shows the disconnect between consumers and retailers as Brexit continues to play a role in the online shopping experience for so many consumers.

With existing logistics issues due to Brexit, there is a concern over whether or not the UK will still see the same number of international products available to them. Many retailers may find the process of importing and exporting with the UK to be overwhelming. However, there is a chance that these services will cease to exist. One-quarter of respondents (24%) believe that there will be no change in the amount of international products available in the UK in shops and online. While over one-quarter (26%) of respondents in Scotland believe there will be a large decrease in the availability of international products.

Effort to continue to support the local economy

The survey also showed that there is overall strong support to buy British more frequently moving forward. Over half (55%) of all respondents agreed they would try to buy from British brands more often, while only two in five (39%) of respondents in Northern Ireland agreed with this.

There is a positive outlook amongst consumers in the UK. Life will return to normal at some stage. Two-thirds of respondents (66%) believe there will be a complete return to normality. However not in 2021. Even when things do return to normal, online shopping will have cemented its place as the main revenue stream for many businesses. Consumers have experienced the ease and convenience that comes with shopping from the comfort of their homes.

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About Author

Rory O' Connor, is the founder and CEO of Scurri. Since launch Rory has focused on building and leading an impressive team of highly experienced technologists and advisors. Rory has won significant investment for the software business, raising over €7 million investment from private individuals, business angel investors and Enterprise Ireland. Prior to founding Scurri in 2010, he worked in various roles in Waterford Wedgwood, in sales, marketing and strategic project roles including being part of the team that delivered a €10m SAP implementation. Rory subsequently worked as a change management consultant with clients such as Heineken, Intel, Ogilvy and Siemens and as a project manager with AOL broadband. Rory has a number of business qualification including holding an MBA from Henley Management College.

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