Almost half of the purchases in fashion, travel, entertainment, home, technology and restaurants that are made in Catalonia are made online. This is one of the main conclusions of the Study of communication in ecommerce in Catalonia prepared by the College of Marketing and Communication of Catalonia, presented this December 15 at the headquarters of EL HUB del Màrqueting i la Comunicació de Catalunya.
The event began with an institutional welcome from the dean of the Col·legi, Rosa Romà, followed by the presentation of the results by Ramon Montanera, New Business & Market Intelligence Director of Elogia, the company that prepared the study.
The main sectors where the majority of online purchases are concentrated are fashion, mainly clothing (47%); the stays in hotels or rural houses (46%); the entrances to cinemas, theaters or concerts (41%); items for him home (41%); technology, such as computers, mobile phones, tablets, or video games (40%); restaurants and food delivery (38%); and the bills of travels (37%).
It also stands out that 83% of purchases on the Internet are destined for products such as clothing, books or furniture; 72% focus on services such as travel tickets, stays or restaurants; 34% goes to purchases of digital content such as software, video games, movies or series; and 27% is aimed at products specifically for mobile phones or tablets such as applications, games or tones.
On the other hand, it is very relevant that 81% of buyers online they do the shopping in market place like Amazon The EbayTherefore, it is key to take these channels into account in business strategies. 63% of eCommerce is done in both online and physical stores.
The older, the more consumption
The report highlights that the frequency of purchase online it is little more than twice a month, a higher frequency in middle-aged profiles. The average expense for each purchase is € 70, an amount that is higher after 45 years.
Other relevant information of the study is the one that indicates which are the communication keys that must be taken into account to have a store online of success. In this sense, they highlight communicate offers and discounts by 80%, send advance sale announcements by 12%, and communicate new product launch by 8%.
What success depends on
There are many remarkable aspects that make an eCommerce successful. Among these aspects, the following stand out: that they have the best prices (60%), that they do not charge shipping costs (53%), that it is easy to make returns and claims (42%), that inspires confidence (38%), that offers several payment options (37%), or have a fast delivery time (36%).
It should also be noted that an eCommerce has to have an attractive presence for users, because buyers initially seek information on what they want to buy on the brands’ websites or online stores.
“The pandemic has meant a very significant jump in the population regarding the use of technology and digital activity and one of the most visible consequences has been the increase in e-commerce. This fact represents a great opportunity for professionals and companies that are dedicated to marketing and communication, to be able to help online stores to better communicate and achieve their sales objectives ”, explains Rosa Romà.
Next, a discussion table was opened in which they took part Xavier Folguera, founding partner and CEO of the Advertis agency, and Victor Font, director of the Mellerware brand, who have contributed their opinions and open debate from their respective experiences.
We will continue to communicate …
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