Pre-pandemic estimates indicated an increase in online sales to PLN 70 billion, which would be an impressive result, compared to 2019 ‘only’ 50 billion. So, year to year, a real increase may amount to 100% instead of 40% estimated previously.
The question is – how to cut the biggest piece of this e-commerce cake (or rather, given the crazy pace of the process – yeast dough)? The question is not at all unfounded – according to the Domodi report, as many as 46% of local online stores owners were affected negatively by pandemic, and only 18% benefited from the current situation. As you can see, the estimated doubling of industry turnover does not mean that the industry is out of the woods, and the future is bright.
The answer is, of course, providing a positive shopping experience. The fact that the pandemic turned out to be a catalyst for digitization for many people was a real disaster for e-commerce. According to the Catchers agency study, every third respondent admitted that at the beginning of the pandemic, he/she used e-commerce more often than before, and 6% did their first online shopping. The problem is that during this crazy period, it was challenging to ensure a maximum of positive shopping experience. Almost every fourth person making online purchases was dissatisfied, and every fifth was unable to rate the experience. It may mean that these customers will not be coming back. Undoubtedly, the most significant challenges were the extended delivery times, incomplete orders and various difficulties with customer service. And while the situation is slowly returning to normal, regaining trust won’t be easy. It is still worth trying. Just like Frisco.pl, an online store that during the lockdown, struggled with excess demand versus logistic capabilities. Now, the company ensures that waiting time is over, and products can be delivered the same day.