How digital commerce changed the way we shop

The popularization of e-commerce has transformed and continues to transform our habits as consumers, from the way we relate to stores and brands, to the number of resources we have at our disposal to help us decide on a given product, and much more.

In this article, we will explore some of the most notable changes of recent years. Knowing about these changes is essential to understanding the world in which we live, whether as sellers or consumers.

This is one of the main factors that makes many people prefer digital commerce. Not only can we shop in the comfort of our own home, but those with busy routines do not have to be limited by store opening hours. For example, we do not have to meet nearby to take advantage of a sale campaign.

Parcel transport logistics are also changing to keep up with this demand for flexibility, and InPost's network of pickup points represents a perfectly designed solution for digital commerce: our Pontos Pack and Lockers easily adapt to your schedules and preferences, as well as providing unbeatable value for money.

Recently, considerable attention has been given to the concept of recreational consumption, that is, buying as a form of entertainment and a source of pleasure in itself. People inclined toward recreational consumption take their time when shopping and enjoy the process, valuing the experience. There is a pleasure in discovering our next purchases, sending them to the “shopping cart” and completing the order, and stores have sought ways to increase that pleasure.

Digital tools have enabled a growing emphasis on personalization, from specific recommendations to individualized communication. The expectation of being treated as an individual person is increasingly important, and advertising campaigns aimed at the general public may be less effective.

The abundance of ads and individualized advertising messages in the digital environment has complex effects. In some cases, it can foster impulse buying. In others, on the contrary, it tends to produce desensitization or encourage a cautious attitude. One general fact is the shortening of our attention spans: messages have to try to capture attention from the very first instant.

Digital commerce has only served to remind and reinforce the importance of sustainable practices, since carbon emissions in transport contribute significantly to the problem. A large part of the population cares about the environment and seeks to make conscientious choices when shopping.

It is important to note that in this respect too, out-of-home delivery has the advantage, representing a substantial reduction in the pollution generated by each order. Visit our space and learn more about our commitment to sustainability.

Despite the importance that word-of-mouth advertising has always had for commerce, shopping has never been as communal an experience as it is today, from reviews and comments by online buyers to the importance of social networks and influencers. Specific or niche interests often fuel dedicated groups and forums.

The digital world has made a variety of promotional and loyalty strategies easier. It is very common, for example, for discounts or other incentives to encourage regular purchases with a store. It is worth remembering that digital competition is less limited by geographic circumstances, so customer satisfaction is more important than ever.

The affinities and emotional connections we develop with a brand or store are important factors, and in an increasingly automated world, authenticity is precious. For that reason, “storytelling” has become a fundamental concept: it is important to tell a story.

Returns are inseparable from e-commerce, even though new resources, such as virtual reality, which allow us to experience an item very vividly before ordering it, seek to reduce the need for them. Most people carefully check the return policy before buying, and in some sectors it is common to find a culture of returns, in which purchases are made on the off chance and without much hesitation, only to later return a large portion.

Using InPost's service means that returns can be carried out conveniently and efficiently, since these can also be made through our pickup points. Next time you buy from a store like Vinted or Shein, or need to make a shipment, experience for yourself all the advantages of entrusting your orders to our hands.