#3 Convenience and sustainability will be equally important to many consumers.
Over the years online shopping has grown so much in popularity largely due to the conveniences it offers. Whether this be free transport costs, pay later options, or next day delivery, the modern consumer highly values these features and will more likely return to shop again with a brand that offers them. In relation to returns, one study revealed that as high as 80%+ of respondents would become repeat spenders with a brand if free returns were offered, showing the importance of cost convenience for consumers.
However, globally we’re all becoming aware of, and engaged with, the growing need for greener and more environmentally friendly options in our every lives. But when it comes to e-commerce buying and selling actions, convenience and sustainability don’t often go hand in hand. For example, quick transport, cross-border shipping and product waste are all ways in that ecommerce operations can be damaging to the environment. It’s indeed possible to secure greener e-commerce streams, but it takes a little extra attention and investment.
As much as convenience is at the tops of the mind of consumers, sustainability is fast rising as another crucial demand. In a recent global market study, we uncovered that around 75% of the online shoppers we questioned, both in Europe and North America, were willing to give up convenient features, such as a fast refund, if their return was processed more sustainably.
The need for a more eco-friendly returns flow is only more important during busy periods such as the holiday peak, when more parcels are being transported for delivery and returns, than any other time of the year.