Creating a comprehensive model for e-commerce success

Creating a comprehensive model for e-commerce success

Darren Hodgkin, CEO of Digital&Code

E-commerce has made massive gains during the Covid-19 pandemic. Consumers were forced to purchase online at the height of the crisis, and confidence has been slow to return for bricks and mortar stores. People are likely to choose the safety and convenience of virtual shopping for some time yet, and now they've made that shift, physical footfall might never be the same again. But just because the current market conditions mean more people are buying online, it doesn't mean e-commerce providers have it easy, or that the current surge in sales will correlate to long-term loyalty. Alongside the rapid rise in digital adoption came a 228 per cent increase in e-commerce complaints during May compared to the same month last year; 26 per cent of those cited non-compliance with the terms of the agreement and 13 per cent non-compliance with after-sales service, according to Dubai Economy. These figures prove there is no time for complacency. Instead, retailers need to focus on building robust foundations before purchasing habits evolve again.

PRE/POST-COVID

Digital marketplaces were thriving in 2019, with more options becoming available across multiple sectors. Many grocery retailers had migrated their offering, increasing market share and tempting tech-savvy customers.