More than half of online consumers in Poland wait with their shopping for promotions and shopping holidays
More than half of Polish e-consumers say they specifically wait for Black Friday with their shopping, and more than ⅓ have already planned their shopping during this year’s edition, according to reports by Polish firm Advox on Poles’ e-commerce habits. Price reductions are the most encouraging, also on a daily basis when choosing an offer of a given store, price is most often a deciding factor. Although Poles do not trust online advertising, already half of the customers of e-shops learn about their offers from social media ads, and more than ⅓ from ads on websites.
According to the Chamber of Electronic Commerce, 8 out of 10 persons shopping online perceive problems with online stores and are not fully satisfied with their online purchases. This is a very high number, considering that 60 percent of Poles, Moldovans and Romanians already shop online. Polish Internet users. Last year was a special year – consumers, forced to move their shopping to the network, increased traffic in eCommerce and, above all, opened themselves to shopping via the Internet. According to Previous part of our e-shopping report, Almost half of online consumers started buying online more often during the pandemic, many even much more often. So these are fairly new customers, less accustomed to this form of shopping, and therefore paying more attention to any cumbersome elements. It is worth remembering that a properly designed website supports the shopping process and allows for intuitive navigation even for people who are not proficient in e-shopping – says Rafal Gadomski, CEO of Advox Studio, a software house with headquarters in Poznan and branches in Europe, which has completed more than 120 e-commerce projects.
Over ⅓ of e-consumers have planned their shopping for the upcoming Black Friday
More than half of respondents specifically wait to shop for promotions and shopping holidays, such as. Black Friday falling on the last Friday of November this year, but most only for expensive products. Less than half of those surveyed say they have ever taken advantage of Black Friday promotional offers, as many as ⅕ of those surveyed can’t recall doing so. Over ⅓ of respondents plan to shop on Black Friday this year. Nearly half have not made a decision yet.
Black Friday in e-shops or in stores?
Although Black Friday was created for stationary stores, and online stores have their Cyber Monday three days later, it seems that in Poland this custom has been adopted mainly online. Less than 9 percent. respondents think that stationary stores offer better Black Friday promotions. According to ¼, equally good promotions can be found in both stationary and online stores, and 36 percent. are of the opinion that online stores win in this case. Of those who take advantage of Black Friday promotions, over 60 percent. shop both online and in stationary stores. ⅓ of respondents shop online only.
Discounts for subsequent purchases and loyalty points do not encourage people to buy
When asked to rank promotions from most to least encouraging to shopping, most people ranked price reductions first. In second place were added freebies to orders, and in third place free shipping. Discount on future purchases was the fourth most frequently cited by respondents. The least attractive incentive to buy are loyalty points.
Black Friday 2020 was definitely better than previous editions. According to data from various shopping platforms, the value of in-store transactions increased by 53 percent., and global sales reached $270 billion – comments Rafał Gadomski, CEO Advox Studio – That year’s edition taught us to have a few plans in store to use depending on the situation, which probably won’t be known until the last minute. Will shopping malls be open? How will the situation in the world develop and what will be the public moods?? One thing is certain – even the best marketing strategy will not work without the foundation, which is a well-functioning eCommerce platform. So before starting to develop a promotional strategy, determine the level of discounts and select products, it is worth starting with a priority – optimizing the website.
Poles do not trust ads, but it is from them that they learn about store offers
An intuitive website is very important for the success of an e-business – almost ⅓ of shoppers pay attention to it when deciding on the offer of a particular store, according to the second part of the Advox report on e-purchasing habits of Poles. Most people are guided by the price of the product and fast and predictable delivery – 61 and 60 percent respectively. surveyed. Already more than 40 percent. The availability of multiple payment options is also highlighted by people.
Only in the case of less than 10% of respondents. Choice of store is influenced by appropriately tailored advertising. It is hardly surprising, since as many as 43% of respondents. of respondents do not trust online advertising, and 34 percent of. cannot answer this question. Pop-up ads on websites are also the most annoying element of online shopping for nearly 40 percent of the population. surveyed. At the same time, more than ⅓ of people admit that they learn about online store offers from ads on websites.
Social media is a source of information about offers for almost half of e-consumers
In Poland 25.9 million people, i.e. almost 70 percent, use social media. population of our country, which is also reflected in eCommerce – already almost half of online consumers find out about e-shop offers from social media ads. Nearly 40 percent. rely on recommendations from family and friends. For ¼ of them the source of knowledge are advertising e-mails. Despite lack of trust in ads, for more than 70 percent. respondents offers tailored to their interests and needs are an incentive to make a purchase decision. Nearly ¾ of respondents also pay attention to product reviews published on store websites.
Report “How Poles use online stores 2021” based on the results of a survey conducted using the CAWI method by a research company between 13-20 September 2021 on a representative group of 1000 people.