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The effortless economy.
A new age of retail.

Todays consumers are increasingly influenced by convenience. Read Linnworks’ latest research to discover the key factors retailers need to know to win at Total Commerce.

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Report highlights

Linnworks research highlights five significant ecommerce trends that retailers need to know.

1. Convenience is king

76% say convenience is their key priority in selecting a retailer and nine in ten will prioritise using a retail site that offers a seamless experience.

2. Convenience means seamless experiences

81% of shoppers are looking for a frictionless, cross device ecommerce experience. Guest checkout and having shipping details stored are top of shoppers' convenience check lists.

3. Third party selling - social and marketplaces

More than nine in ten shoppers start their product search on a marketplace and 76% have made impulse purchases via social channels due to the ease of purchase.

4. Payments

Nearly nine in ten say seamless and flexible payment options speed up their decision making and prompt them to spend more.

5. Delivery

95% of shoppers reveal convenient delivery options are a major factor in the online retailers they use.

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Key findings

Customers tell retailers convenience is key - and consumers will reward those brands that get it right.

a pie chart showing 76 percent



76% of consumers say convenience is a key priority in selecting a retailer



75% value convenience more than they did a year ago



66% prefer fast and easy shopping over extensive comparison shopping



59% say convenience results in them spending more than originally intended

About This whitepaper

Total Commerce and the effortless economy.

For today’s shoppers, convenience reigns supreme. Consumers now expect effortless commerce, and consumer choice will follow the path of least resistance. Lockdowns in cities around the world over the past year has accelerated this shift to convenience as many consumers came to rely on online shopping for everyday essentials as they juggled working from home and other responsibilities. Shopping is now an ‘always-on’ experience and consumers expect to be able to make purchases whenever they need to.

This sounds ideal for retailers, but to be successful, they need to be able to sell wherever their customers are - by conducting Total Commerce. Once driven almost exclusively by price, today’s consumers are increasingly influenced by convenience and ease of purchase, therefore retailers need to offer a frictionless experience, from product discovery right through to their shipping and returns policy. As Linnworks research demonstrates, customer journeys are fragmented and each touchpoint is an opportunity for retailers to win.

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“The pandemic has changed commerce as we know it. Our data shows that 79 percent of consumers agree that commerce is more integrated into their lives today than just one year ago. Today, it's imperative that brands are visible wherever their customers spend time online and provide a flexible, frictionless experience at every point in the customer journey.”

Callum Campbell, CEO Linnworks

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