Shopify Managing Director: Omni-channel Marketing Will Become The New Normal In The Retail Industry In 2021

Ian Black, Managing Director of Shopify, believes that omni-channel commerce is the new normal in the retail industry, and explains the development of omni-channel commerce from the changes in consumer shopping behavior. Sellers, come and find out!

Social commerce becomes an essential tool for growing your business

Social commerce refers to the use of content close to user experience for marketing and sales on social platforms. Building a brand requires multiple channels. Social commerce allows brands to interact with customers and establish reliable connections. It has gradually developed into a necessary tool for sellers.

According to new research from Shopify, three-quarters of Shopify merchants plan to use some kind of social media platform to sell during the 2020 holiday season.

Conversational commerce drives sales and connects with customers

The pandemic has highlighted the importance of chat as a marketing and sales channel, and this will continue in 2021 as new consumer behaviors solidify.

Shopify data shows that from March 16 to July 1 last year, during the peak period of the epidemic, conversations between merchants and customers on the business conversation center Shopify Ping increased by 72%. These one-on-one conversations are also effective at increasing sales: Shoppers who chat with a merchant online are 70% more likely to convert, and sales attributed to chat interactions increase by 185%.

Proximity becomes a profitable sales function

As consumer demands for pickup and delivery options change, proximity may become a retailer's most powerful selling feature.

On average, online shoppers spent 23% more and increased cart size by 25% from May to August 2020 when choosing local pickup or delivery. Conversion rates for shoppers choosing local pickup or delivery increased by 13% and 19% respectively compared to traditional shipping, demonstrating the importance of local communities.

In-store experiences will continue to evolve

Norms around in-store shopping are constantly evolving, with 62% of consumers saying they prefer to shop in-store via digital or contactless payments. The number of stores offering contactless payments through Shopify increased 122% during the pandemic compared to the same period in 2019.

Affected by the epidemic, consumer purchasing behavior has undergone great changes. Sellers must also pay more attention to consumer needs and make timely adjustments to their development strategies to promote the smooth progress of business.

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