DHL eCommerce recently conducted a survey involving 300 U.S.-based B2B (business-to-business) and B2C (business-to-consumer) online merchants. The findings of that survey uncovered what those entities are giving priority to in their bid to satisfy the expectations of consumers as this year’s peak shopping season draws close.
The findings contained in the report show that the retailers plan to mainly leverage three strategies during the upcoming peak season. These are offering free deliveries as well as free returns; using AI to make personalized product recommendations; and, shipping the bulk of orders received domestically.
The report revealed a number of other key insights from the responses of the online retailers who participated in the survey. The survey results showed that about 67% of the respondents dispatch orders locally. This emphasized how important it was for the merchants to deliver purchased good swiftly to their customers. About 52% of the merchants offered free delivery as a way boost basket/cart conversion via online sales platforms. This tactic works because the customer is attracted by the realization that they will not incur and extra cost to have their purchase delivered to their address.
The report also found an average of 13% returns after purchases were made. This low number suggests that either customers are highly satisfied with what they buy, or returns are going largely unreported by merchants.
Approximately 43% of the survey participants revealed that they were using artificial intelligence tools to make product recommendations to their site visitors and they were also leveraging these tools to make inventory updates in real time on the different platforms where they conducted business.
The survey also found that a large fraction of online merchants find it difficult to switch from one returns or delivery service provider to another. Only 31% said making this switch was easy. This finding draws attention to the need for improvements in logistics solutions so that they are more flexible.
Overall, the survey shows that online retailers have been resilient in the face of numerous headwinds like the tariff environment, geopolitical tensions and concerns about the cost of living. These businesses are deepening their focus on the aspects that matter most to their consumers, such as trusted pricing, free delivery and the use of AI to improve the way products are recommended to potential buyers.
The success registered in fine-tuning these adaptive strategies is likely to vary between smaller online retail businesses and operators of larger ecommerce platforms like Amazon.com Inc. (NASDAQ: AMZN).
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