It\u2019s not difficult to see the appeal of internet shopping: unrivalled choice, access to the best deals and round-the-clock opening hours, not to mention the lack of social interaction required. Shoppers can browse at their leisure, anytime, anyplace – as long as there\u2019s an internet connection.<\/p>\n\n\n\n
Online shopping becomes more popular every year. In the past five years alone it\u2019s grown to account for more than a fifth of all retail sales; that\u2019s up from about 12% in 2015. By next year it\u2019s predicted 93% of web users are expected to be online shoppers, the highest number in Europe.<\/p>\n\n\n\n
So, what\u2019s changed in the last five years to shape today\u2019s internet shopping landscape?<\/p>\n\n\n\n
Purchases by Phone<\/strong><\/p>\n\n\n\n There have never been so many online purchases made by mobile. In 2018, the mobile share of retail transactions rose to more than half; last year this hit the 58% mark. More people now officially buy online than in stores.<\/p>\n\n\n\n Convenience is key as two-thirds of shoppers say they buy online rather than in person because it\u2019s easier. And more than a third say they prefer internet shopping because they can get more for their money.<\/p>\n\n\n\n P2P Payment Systems<\/strong><\/p>\n\n\n\n Back in 2017, PayPal launched its first peer-to-peer payment system which opened even more opportunities for online shopping.<\/p>\n\n\n\n Hot on their heels were Apple and Samsung, who launched Apple Pay and Android Pay respectively. These systems link directly to an individual\u2019s credit cards and can be used to send and receive money instantly, or to split the bill for larger purchases, in just a couple of clicks.<\/p>\n\n\n\n Shoppable Social Posts<\/strong><\/p>\n\n\n\n Social media is usually the first port of call for shoppers. Many want to do a bit of research before handing over their cash. Some consumers use social networks to read reviews or pick up discount codes. Others are actively looking for things to buy, with one in five purchasing after seeing something about the item on social media.<\/p>\n\n\n\n Social networks have capitalised on this in recent years. Pinterest launched buyable Pins in 2015, Instagram introducing shoppable posts in 2018 and Facebook launched its Marketplace and the ability to tag products in posts two years earlier.<\/p>\n\n\n\n