Ecommerce has long dominated headlines regarding its impact on physical or brick and mortar businesses. The demise of the high street has been a continuing trend since the digital boom at the start of the century changed practically every aspect of life.

Discussion on the topic is often surrounding the impact of digitalisation from an industry or business perspective, but less commonly is it discussed from a consumer perspective. Unmistakeably, the rise of eCommerce has been reliant on consumers favouring such platforms over the traditional shopping experience. So, what factors make eCommerce so favourable?

Convenience

Perhaps the most explanatory factor is the convenience of eCommerce versus more traditional shopping methods. The digital age has nurtured a new generation that expects immediate results, instant gratification and constant on demand information.

Hence, the convenience of browsing millions of products before ordering with a few touches of a button, all from the comfort of the sofa, is a much more favourable process than in-store shopping.

Convenience is also a factor through easier access of online service providers. For those not adept at talking on the phone or face to face with a salesmen or specialist, eCommerce reduces the need for social interaction and the risk of being upsold, which can make certain situations daunting.

For example, driving to a garage to fit some new tyres is seriously inconvenient, compared with buying budget tyres online and arranging installation wherever your car is parked. The convenience here may be a deciding factor for some consumers.

Competitive Prices

The competitive nature of eCommerce can be an obstacle for businesses to overcome, but for the consumer it is a great benefit. With a simple internet connection, you can browse millions of products from a wide range of suppliers and instantly compare prices.

You can save time and money which is a massive plus for consumers who don’t want to hunt around retail shops to find the best deal. Businesses that are solely focused on digital marketing and sales channels often have lower overheads, which can translate to cheaper selling prices for the customer.

Range and Selection

Not only can prices be lower, but the variety of products and services available is much greater through eCommerce. Research of premium or recommended products against alternatives can be done with ease and without being hurried to make a decision in store. Pretty much anything you can think of can be sourced online and this is one of the major benefits of eCommerce.

Not for everyone?

Undoubtedly, there will always be consumers who prefer the traditional shopping experience. Ecommerce does have its drawbacks and for some products, a physical shopping environment can be more conducive to consumer satisfaction.