Convenient Commerce: Not Just a Pandemic Trend
By Micha Hagans
During the pandemic, many businesses have adapted and changed how they sell and deliver goods. While some changes are temporary, convenient commerce is here to stay as Frederick County continues to move through Maryland’s Road to Recovery phases, which means e-commerce adaptations for businesses in Frederick County.
Many businesses had to shift to an e-commerce model during the pandemic's initial phases when store closures and stay-at-home orders were in place. E-commerce has been around for years; however, businesses with established online sales had to adjust for higher volumes of traffic and demand, while businesses without a presence had to play "catch-up" to stay relevant.
Consumers quickly made the switch from brick-and-mortar shopping to digital storefronts during this time. According to the Digital Commerce 360 analysis of the U.S. Department of Commerce data on retail trade, consumers spent 30.1% more online in the first six months of 2020 when compared to the same amount of time in 2019. The percentage increase year-over-year is substantial, at 12.7%. The demand for e-commerce is expected to remain steady, which is not surprising; who wouldn't want to skip the crowded stores and lines to shop from home or even from a cell phone?
Business Benefits of E-commerce:
Expanded customer base
Easily tracked logistics
Expanded hours of operation
Save on physical location costs
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E-commerce websites were not the only contributor to the uptick in online sales. Safety during uncertain times also drove consumers to want a cashless and contactless experience. Businesses responded by updating or creating apps for sales as well as expanding their acceptance of mobile payments. Curbside pickup and delivery have also become an online option offered by many businesses.
The desire for contactless sales has led to a double-digit increase in restaurant food pickup (up 18%) and store curbside pickup (up 17%) from late March to mid-May, according to a recent Gallup survey. Curbside delivery was labeled a win-win for consumers and retailers by Neil Saunders, Managing Director at Global Data. "This is undoubtedly one of the trends that will stick post-virus." With the ability to use your cell phone to order, pay, and "check-in" for pickup, it's understandable that consumers would continue to use this streamlined method.
Benefits of Curbside Pick-up and Delivery:
Boost customer loyalty (by offering flexibility)
Save on shipping costs
Increase overall sales
Strengthen your brand (omnichannel strategy)
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After all phases of Maryland's Road to Recovery are complete, consumers will come to expect the same conveniences and efficiencies offered during the pandemic. Brick and mortar aren't going by the wayside, but thriving businesses will be ones that embrace e-commerce solutions and continue to adapt well past COVID-19.
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