Just 19% of UK shoppers expect to make a purchase on a brand’s direct-to-consumer (D2C) site in 2022, instead expecting to shop more in-store (63%) or online via retailer sites or marketplaces (61%), driven to find lower prices by rising inflation.
According to data from Salsify’s new Consumer Research 2022: How to Meet the Demand of Omnichannel Shoppers report, almost half (47%) of Brits will make the final purchase on a retailer or marketplace site. This is compared to 5% of respondents who said they were most likely to buy on a brand’s own D2C site, notably paling by comparison to in-store, where a quarter of Brits said they are likely to make the final purchase, suggesting consumers are comfortable returning to old habits post-covid.
Consumer expectations driven by price and delivery
Salsify data reveals that UK shopping habits in 2022 are being driven primarily by price, with 29% of those surveyed stating that low prices were the biggest deciding factor for choosing where they shop, whether in-store or online. This was closely followed by delivery speed (21%) and delivery options (21%).
Moreover, in the last three months, 63% of shoppers have compared prices online across several retailer or marketplace websites, while 54% have checked for digital coupon codes.
However, when asked what would drive UK shoppers to purchase a higher priced item, nearly half (47%) of Brits said the biggest deciding factor would be buying from a brand they trust. This is closely followed by the higher priced item having quicker delivery (36%) and reduced shipping cost (31%). Only 6% said they would buy the highest purchased item because it was the first product listed.
The same in all sectors
The report also explores UK shopping preferences across a number of sectors and finds that similarly UK grocery consumers ultimately want low prices, familiar brands and same day delivery, but 83% of British shoppers will buy supermarket own label groceries online; 22% say great product images are important when shopping for groceries and 13% of British shoppers say it is important to know a grocery brand matches their values.
Fashion and apparel shoppers want a well-reviewed deal and 56% willing to go with a retailer’s own label items. Moreover, 17% of British shoppers say they prefer retailers that offer multiple fashion and apparel brands, whilst 9% say they want the ability to buy clothing second hand.
Home improvement shoppers primarily use comparison charts and project tutorials when shopping online, 21% of British shoppers say great product images are important when shopping for tools and hardware, 12% of British shoppers want comparison charts of other tools when buying and 9% of British shoppers want example projects or tutorials on how to use the tools they buy.
Vijayanta Gupta, Senior Vice President of Growth Strategy at Salsify, comments: “Given the rising concerns around inflation in the UK, it is pretty evident that price is now one of the biggest deciding factors for making a purchase. What is interesting is that shoppers are more willing to shop around for the best prices and would rather do this across retailers and marketplaces, rather than go directly to brands.
“In addition to low prices, fast shipping is crucial for shoppers so it is essential that merchants ensure they are exploring a full range of delivery options available. Consumers also value a brand’s reputation and are more likely to make a higher priced purchase for a brand they trust. Merchants should therefore incorporate aspects of their company’s success and customer testimonials in order to demonstrate their value to consumers.”