The United Kingdom is a mass consumer society, even though ecological and responsible consumption is growing, and ethical and environmental business practices are becoming increasingly important Especially after the pandemic and the restrictions, the e commerce is becoming a very important market. 6 out of 10 British pay attention to the product origins (Export Entreprises SA, 2022).

Only in 2020, 6 in 10 British consumers had bought at least one garment online in the last 12 months, making clothes their first choice. Then follow electronic items, cosmetics etc. (D. Tighe, 2021)

Before making a purchase, over 60% of shoppers look for the product or similar product online by reading reviews from previous customers.

90% also stated that they usually avoided buying from a company with a 4-star rating, making it vital for e-retailers to provide quality products and customer-friendly services. (D. Tighe, 2021)

Of course, the pandemic had a significant impact on world trade. In the UK, 70 per cent of British respondents said their online shopping had increased compared to before the pandemic. Even before the pandemic, e-shopping in Britain, mainly in electronics, was in high numbers. The main area in which change was observed was the purchase of clothes with 28% more consumers preferring to buy clothes electronically, compared to the period before the pandemic (Justine L’Estrange, Emily Allen, 2021). At the same time, the age range of online shopping has increased. Of course, the pandemic did not completely change the way they choose to shop. As can be seen in the table below, for example in the field of beauty, the pandemic does not take high positions in the ranking. Also, the same research conducted in collaboration with Google and Trinity McQueen shows that at this time, even at a young age, a hybrid shopping model is preferred. (Justine L’Estrange, Emily Allen, 2021)

For marketers:

• The above data show that even if retail is a priority, the image of a business on the internet is very important and in no case should be neglected (Justine L’Estrange, Emily Allen, 2021).
• Be competitive on price. 35% of costumers in the UK use comparison sites for this purpose (WordBank).
• Build loyalty. 65% of UK consumers claim to be loyal shoppers – above the global average of 61%. Loyalty programs are also popular. 73% of 18-24-year-olds in Britain think they’re a good way for brands to reward customers (WordBank).
• Focus on the lifestyle aspect of the brand (WordBank).

Figure 10 The shift in shopping: The data that reveals the permanent changes to U.K. consumer behaviour, Justine L’Estrange, Emily Allen

Social Shopping

Purchases through social media are increasing in the United Kingdom. Nearly a quarter of shoppers in the UK use social media to discover new products, according to US-based software company Bazaarvoice’s 2021 annual shopper experience. (Jessica Paige, May 6,2021). Social shopping takes place mainly through Instagram, Facebook, Pinterest, Snapchat and Tik Tok. However, it is important to recognize that social commerce is aimed at younger consumers, especially among Generation-Zs, i.e., people aged 25 and under.

Based on the findings of the above research, 43% of ages 18-24 and 47% of ages 25-34 choose to look for new products through social media. 33% even go ahead with the purchase of products. (Jessica Paige, May 6,2021)

When asked about product sampling, 87% of respondents in the UK said they would like to receive free samples, 51% said they would be willing to write a review for free products and 28% said they would post about it. product on social media. (Jessica Paige, May 6,2021)

By allowing the customer to cash in directly through social media platforms, social commerce removes unnecessary steps and streamlines the buying process. Also, many websites do not have a mobile version, so it is difficult for the consumer to navigate the website and not make a final purchase, unlike the social media platforms that have been built to be mobile friendly (BigCommerce).

Also with canonical markets, marketers target a much wider audience and therefore require a careful business presence on social media.

References

Social Commerce: How Social Shopping Can Drive Sales (2022). (n.d.). BigCommerce. https://www.bigcommerce.com/articles/omnichannel-retail/social-commerce/

Paige, J. (2021, May 6). UK shoppers turn to social media to discover and buy new products. Retail Insight Network. https://www.retail-insight-network.com/features/uk-shoppers-turn-to-social-media-to-discover-and-buy-new-products/

Lingo, M. (2020, January 31). UK Consumer Behavior: What Do The British Want? | Wordbank. Wordbank LLC. https://www.wordbank.com/us/blog/market-insights/uk-consumer-behavior/

Gu, S. (n.d.). Impact of the COVID-19 Pandemic on Online Consumer Purchasing Behavior. MDPI. https://www.mdpi.com/0718-1876/16/6/125

Export Enterprises – International Trade Tech Solutions. (n.d.). https://www.export-entreprises.com/

Sustainability & Consumer Behaviour 2022. (n.d.). Deloitte United Kingdom. https://www2.deloitte.com/uk/en/pages/consumer-business/articles/sustainable-consumer.html