Online fashion shopping is dominating the global e-commerce landscape, according to the latest ConsumerX 2024 report, with 56.1% of respondents indicating they buy clothing and accessories online. This comprehensive survey of 7,714 participants sheds light on the rising trend of online shopping, with only 3.1% stating they never shop online.
A significant portion of online shoppers, 37.8%, make purchases at least once a month, and 34.1% shop online more than once a week. Those who prefer in-store shopping cite reasons such as a preference for the physical shopping experience (29.5%) and feeling safer in physical stores (23.6%). Concerns about product quality and online payment security are shared by 8.9% of respondents each, while 4.8% are wary of delivery issues. Additionally, 8% of respondents are unfamiliar with online shopping.
For online shoppers, the motivations are clear: convenience and cost savings. Key reasons include home delivery (42.8%), saving time (38.4%), cheaper prices (38.6%), and good offers (33.3%). Other important factors include a wider product range (26%), the ability to read product reviews before purchasing (19.7%), and access to more product information (14.5%). Notably, 20.2% find online shopping less effortful. Safety (5.5%) and health reasons (4.2%) are less commonly cited motivations.
The report highlights the rapid evolution of online shopping, which was once a futuristic concept. Today, new retail technologies continue to emerge, catering to the evolving expectations of consumers.
In addition to online shopping, the ConsumerX 2024 research explores the adoption of retail technologies among shoppers. Social commerce, where consumers purchase products through social media platforms, is the most popular technology, used by 27.2% of respondents. Live shopping, involving purchases through live stream videos featuring product demonstrations, follows closely with a 25.8% usage rate.
Emerging technologies such as virtual shopping assistants and augmented reality have also garnered interest, with 16.1% and 15.2% of respondents trying them, respectively. Voice shopping and metaverse shopping have lower adoption rates, with 11% and 7.6% of respondents using them, respectively.
Looking ahead, most shoppers expect their favorite brands to adopt these technologies, particularly augmented reality (32%), virtual shopping assistants (28.6%), and live shopping (27.5%). Lower interest levels are noted for voice shopping (18%) and metaverse shopping (16.5%).