More and more product categories

[rifat28dddd]

“are purchased online, and there are several reasons for this,” explains DataInsight co-founder Fedor Virin. “ First , the more actively a person uses the Internet, the more likely they are to buy there. It is logical that as the Internet, including mobile, penetrates, online shopping becomes just one of the ways to make everyday purchases.

Second , a user is more inclined to buy online if the purchase is standard or clear in advance. Electronics are leading in e-commerce because they have historically been the first here, but also because the Samsung Galaxy S7 is the same in both online and offline stores. Clothing as an online shopping category has caught up with electronics in just a couple of years because clothing is the most popular category of purchases in general — but also partly because the buyer already knows what brand and netherlands cell phone number list what size shirt he will buy, and does not see the need to go to the mall. Now children's goods are on the rise: they were lagging behind because objectively fewer people buy them, and now they are taking their share. Next in line are food products (the set of products and brands is usually standard) and travel (you don’t need to be present to buy tickets, and it’s more convenient to buy them online). A product that is known in advance is generally bought based on immediate convenience: you come across a store on the way to work - you pop in there, you get bored in line - you order online. And here, too, the prevalence of smartphones and mobile Internet plays into the hands of online shopping.

The third reason: any purchase has an additional cost - the cost of assembly, packaging, delivery. When buying offline, we bear these costs ourselves: we go to the store, put the products in the cart, then in the bag, carry them home. When buying online, we pay extra for delivery, that is, for someone else to do the labor costs of the purchase; and the more expensive it is, the more willing we are to pay extra, because it is often convenient. Gradually, buyers get used to paying extra in this way for convenience and do so for less expensive purchases."

From search to purchase

Moreover, the interest in online shopping is growing faster than the need to search for information. This can be judged by the fact that the number of clicks on so-called Google product ads in 2017 is growing faster than the number of queries in the same categories. Interestingly, the trend is noticeable not only in such traditional online shopping markets as electronics and clothing, but also in others - flowers and especially toys.