How the online consumer profile will change this year

Consumers return to pre-pandemic routines, with an increase in online, sustainable and local consumption, and they will also do it from home thanks to the consecration of teleworking. These are the main consumer trends that will mark the lines of 2022, according to the Digital Choice report by Webloyalty, a company that generates additional income for eCommerce, which analyzes the impact that the pandemic has had on the retail sector.

“Speed, comfort and convenience are some of the features that consumers value most in electronic commerce”, comments Paula Rodríguez, Business Development Director of Webloyalty Spain. “Consumption trends in the coming months will turn around the consolidation of electronic commerce, the return to normalcy by consumers, the search for local and sustainable products, as well as the relevance of consumption from home”.

Consumption streams in 2022

  1. Back to routine. Human beings are animals of habit. After the restrictive measures during the pandemic, consumers return to their routines: the usual bar, with lifelong friends and shopping at the usual supermarket. However, some of the new routines may be different from the old ones. In fact, most consumers who have had to change their buying behaviors intend to stick with them once the pandemic is over. Consumers have discovered new products and services during this time, and many will remain loyal to these brands.
  2. More time at home. The pandemic has highlighted how consumers are choosing to enjoy quality time at home. Expenditure on decoration and investments in home renovations demonstrate the intention of users to condition and improve their homes to enjoy them more. In addition, the consolidation of hybrid telework models has increased the time spent at home. This will also have repercussions on the way of buying and the spending of consumers, who advocate proximity consumption.
  3. Search for reciprocity and personalization. Local and proximity consumption reinforces the sense of community, whose interest has gained weight in recent months. Consumers have turned to help businesses in the last year, and are willing to continue doing so in search of a closer deal. The user is no longer just a defender of the brand but of a more personalized and human relationship. Emotional connections are now essential. This has been seen and will be reflected in the future in an increase in the consumption of loyalty products linked to a brand or store.
  4. Consumption through social networks. Users increasingly use social networks for their purchases. These are channels where consumers perceive to a greater extent the proximity of stores and the personalization of services. And for stores and brands, the use of social networks for their communication and Marketing allows them to optimize the ‘nudging‘ or, what is the same, the ‘last push’ to the purchase. The dynamic of communication through social networks, which has been amplified during the pandemic, will continue in the coming years.
  5. Saving the planet. Consumers are increasingly opting for brands with purposes linked to sustainability and care for the environment. The younger generations are more aware of their social and environmental impact, and are more aware of the fight against social problems and climate change than previous generations. As Generation Z (born between 1994 and 2010) becomes a dominant consumer force, brands and businesses will need to demonstrate their environmental commitment to keep them as customers. “Sustainable fashion and ecological products will play a decisive role in the main trends of consumption in 2022,” says Rodríguez.
  6. Online consumption will remain. Beyond the return to routine, the warmth of the home and local purchases, online consumption will continue to maintain its followers. The large sectors and pioneering players of eCommerce such as tourism, leisure, fashion, etc., will maintain levels, while other areas, such as home, food or restaurants, will see an increase in online consumption derived from the change in mentality and customs that the pandemic has caused. caused in the consumer.

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