The year 2020 has taught us all one thing, life can be unpredictable. With so much going on in the world around us, consumer behaviour was destined to change. The Covid-19 pandemic has redefined the way today’s consumers seek and achieve happiness, which in turn is driving new behaviour and expectations towards brands. 

Online consumer behaviour model in the eCommerce space is changing drastically in the UK and elsewhere, and even consumer attitudes have shifted dramatically from where they were before. Never has there been a more important time for the eCommerce industry to know about how consumer attitudes and behaviour are evolving and plan accordingly.

In this blog-post, you can find some latest consumer trends in the eCommerce space shaping 2022.

1.     Convenience and Ruckus free online shopping experience is a top priority.

As per Linnworks’ study, 78% of online consumers value convenience and hassle-free shopping experience.

As per Linnworks’ study, 78% of online consumers value convenience and hassle-free shopping experience. Consumers primarily need convenience to browse an online store and check out as a guest. The fewer forms consumers have to complete; the more convenient and better they find their overall buying experience and the more are their chances to return. 


Sell across multiple platforms with quick & easy navigation and check-outs.

To find success online retailers must meet their target audience where they are. In short, it means selling across multiple eCommerce platforms. Online retail has become a saturated market, with more and more shoppers using it who may or may not be as tech-savvy. So, the brands must create quick and easy e-commerce online stores to win their customers’ experiences. There are many ways that marketers can plan to do this. Embracing shoppable features on social media, exciting visual search experience, speedy PWAs that improve user experience with fast loading times on search engines and easy navigation, live-stream shopping (or shop-streaming), easy check-outs and guest checkouts, multiple payment gateways, and many more.

2. Easy access across multiple devices

Today almost 81% of online shoppers look for a seamless transfer between devices throughout their buying journey without interruption. 

This cross-device experience is also expected to include checkouts with already added personal details on whichever device customers finalise their checkout.


Upgrade the mobile shopping experience

According to Statista, 31% of digital eCommerce digital channels’ sales are made on mobile devices. Such recent online behaviour statistics can’t be ignored. Retailers need to ensure that their mobile channels — both websites and apps are more convenient than the traditional desktop experience. It should offer easy convenience and include frictionless touch-points and positive micro-interactions throughout the buyer’s journey.

3. Access to omnichannel shopping

70% of consumers now shop while multitasking (like while scrolling social media platforms).

With access to multiple technology options, 70% of consumers now shop while multitasking (like while scrolling social media platforms). They expect that their favourite brands are on the same channels where they like spending most of their time. For retailers, this includes employing an omnichannel model, email marketing campaigns, display advertising and more specifically, selling on social platforms like Facebook and Instagram.


Offer a simple, fast, and omnichannel experience

To keep customers loyal and keep coming back after their 1st checkout, the omnichannel model, the mobile app, post-purchase customer services and interactions need to be as smooth as possible.

4. Effortless payment and check-outs

To keep up with customer’s purchasing intents, his/her expectations and ever-evolving behaviours, it’s essential to focus on each aspect of the customer’s eCommerce experience. As a part of the end-to-end buying convenience throughout the journey, customers look to discover eCommerce online shops with easy-to-setup effortless, and flexible payment gateways that accept all popular payment options — such as cash on delivery, “buy now, pay later.”


Offer flexible payment options

The customer journey doesn’t end when a purchase is added to the cart. If the buying journey’s final steps are complicated and inconvenient, consumers are likely to abandon the cart altogether. 9 in 10 respondents surveyed expected flexible payment options while checkouts on online shops. To meet this customer expectation, retailers must offer ‘buy now, pay later’ options, guest checkouts, and others to make buying journey as convenient as possible.

5. Security first                                                                           

Even though online shopping is booming, there’s always the issue of consumers feeling confident in their online purchases. Shoppers struggle to commit to their shopping intentions purchases, particularly if there’s an element of risk and money involved.


Consumers want flexibility and 100% security with their purchases to take away the pressure of losing money in such times of recession.So, brands need to think flexibly first. Marketers must adopt all safety measures to provide customers with secure shopping experiences and fully secured payment gateways.

6. Fast and reliable delivery

95% of consumers feel that the fast delivery option is a must-have feature when shopping online.

95% of consumers feel that the fast delivery option is a must-have feature when shopping online. That’s why marketers must work on reducing shipping costs, speeding up delivery times, and meeting customer expectations. 

Shipping transparency is also highly expected, as 72% of consumers have abandoned their shopping over a lack of shipping transparency in eCommerce stores.


Provide a faster transparent shipping experience

Today’s consumer expects transparent and convenient expedited shipping options from all of their online retail shops. Briefly speaking, consumers want their products quickly, safely, and cheaply. And they’re willing to prioritise retailers who can make these expectations a reality. 

Adobe Commerce’s fulfilment solution allows retailers to meet fast shipping demands consistently and help build customer trust and satisfaction.

7. Create a personalised buying experience

Consumers are happy to see recommended products through digital marketing channels that fit their definite needs or solve a problem they’re experiencing without having to mine deep for hours. This current but vital trend of recommendations is important to increase store traffic, create brand awareness, and maximise total cart value and thus overall sales.


Get more online consumer shopping insights with Adobe Commerce tools like search engine marketing, social media marketing, and mobile marketing.

Retailers need to understand consumer shopping behaviour trends to increase their number of customers and revenue. To do this, marketers need to create a targeted and personalised buying experience based on data generated from search, viewed, and purchase history. A cross-channel marketing platform powered by Adobe Commerce can make this a scalable, automated process.

Offer a simple and convenient return process that allows customers to generate return shipping labels and track returns all from any dashboard as efficiently and as seamlessly as possible.



Insight-Driven Localisation Agency. Freedman International. (2022, May 6). Retrieved May 19, 2022, from 

Megan Wenzl April 26, Wenzl, M., & 26, A. (2022, May 11). Online consumer behavior & ecommerce expectations [2021]. ShipBob. Retrieved May 20, 2022, from 

McKinsey & Company. (n.d.). Retrieved May 20, 2022, from 

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