Statistics of the latest reports conducted in 2014, indicated that the UK has 22 million households (84%) with Internet access, up from 57% in 2006. Various consumer profiles showed that around 76% (38 million) people in the country used the internet every day and a similar percentage (74%) made purchases through the internet, up 23% from 2008.
Given this scenario, the micro, small and medium businesses (MSMEs) must develop online sales strategies, such as e-commerce to capitalise on this massively growing industry in the country.
To develop a successful strategy into online commerce, it is necessary to make good market research and create a profile of the current buyers who have entered into sales and made online payments.
The recent study by an e-commerce portal produced an analysis of the different profiles of users who make purchases on the Internet and we will share the results.
This is a person who likes to surf the internet and find out where they can get the best price for the product they want. The detective therefore spends a lot of time visiting all pages of online stores.
These examine in great detail the whole process of purchase. They also rate customer service and delivery procedures etc. and are inclined to give positive or negative comments about their experience so as to pass the information on to others.
This is a person with active profiles on social networks and who knows and is convinced of the benefits of electronic commerce. Moreover, unlike the detective, the fan does not inquire much about deals.
These are people who are driven by their instincts and are regulars to making purchases online.
This user will only take advantage of purchasing the product if it`s at a lower price. They will not necessarily value the additional services such as delivery, customer service and technical support.
Their online purchase process is balanced, and will not make any sudden, rash decisions – similar to the detective type, but less analytical in approach.
This person has little or no experience in online shopping. They will buy only from highly recognised websites or brands and will not make the payment without being sure of the reliability of the site.