SHOPPING BEHAVIOUR

More than half of consumers happy with online shopping experience

By our News Team | 2021

Nielsen study gives a worldwide overview of customer experiences when shopping online and in-store, with online a clear winner during Covid.

More than half (53%) of consumers worldwide say they have felt positive about their experience in e-commerce stores since the Covid-19 pandemic began.

In comparison, just 18% of shoppers have felt positive about their in-store experience.

Consumers are more satisfied with their experience when shopping online than in-store, according to data from consumer goods data and analytics provider NielsenIQ. Instead, 42% have felt negatively about their experience in physical stores compared to just 9% for e-commerce.

E-commerce has the largest lead over in-store retail among ‘newly constrained’ consumers. This category includes those who have a worsening financial situation and are consciously watching what they buy and how much they now spend.

Photo by Marcel Strauss at Unsplash

The number of consumers identified by NielsenIQ as ‘newly constrained’ doubled from 23% to 46% in the four months between September and December last year, during the worst of the pandemic.

This led them to consciously watch what they spend. The figure is likely to have increased in 2021, as any available in-country economic stimulus packages and retrenchment-protection schemes came to an end.

In-store retail needs to have a purpose

‘Insulated cautious’ consumers are most positive about both in-store and online retail. This group covers those who have had a limited impact on their financial situation. They are nonetheless still watching what they spend, and a quarter (26%) of this group have felt positive about their in-store shopping experience, while a much higher 63% have felt optimistic about their e-commerce experience.

As e-commerce has grown rapidly, in-store retail needs to have a purpose beyond shopping in order to connect with customers, Nielsen says. Using the physical space for social content and experiences could be one successful strategy. Linking this with an online selling strategy is also fundamental, as the two are not separate.

As a result, marketers will need to ensure brand consistency across their multiple selling channels. Rethinking the role of brand-building in digital commerce will also be a key challenge.

Source: NielsenIQ

We know AI influencers aren’t real – so why do we trust them?

Researchers describe AI influencers as having a ‘dual identity’. Consumers evaluate both ‘person’ and ‘technology’ identities at once.

Hotel receptionist assisting a guest at the check in counter with a gray suitcase nearby behind the desk

Why trust has become a critical asset for hotel industry marketers

Reputation and trust, once modest influences on hotel choice, have become some of the strongest predictors of patronage, study finds.

Three people in formal attire pose for a photo at an awards event a woman in a pink dress holds a trophy while two men in suits stand beside her against a gold confetti backdrop

FNB bank’s eBucks programme dominates the 2026 SA loyalty awards

South African brands are increasingly setting the global benchmark for customer loyalty strategies, organisers say.

Portrait of a man with short black hair and a beard wearing a black button down shirt against a light gray background

Zambia’s strongest creative ideas are emerging from local truths

Global influences among younger consumers are still present, but they are being filtered through a distinctly Zambian lens.

Yellow humanoid robot at a bakery counter inspecting a display of donuts on display in front of glass cases

Consumers have doubts about products when they’re designed by AI

Researchers find that lack of perceived ‘genuine care’ is the mechanism connecting AI involvement to lower trust ratings.

Top african marketing voices confirmed for amc

Top African marketing voices confirmed for AMC 2026

Explore the 2026 AMC Conference speaker line-up. Top African marketing voices gather in Zambia to tackle AI, AfCFTA, and brand power. Register today.

Person holding two smartphones with app icons visible on their screens a large tv screen in the background shows colorful app icons

Broadcast Research Council confirms launch of total video measurement

New industry currency will bring South African television and online video audiences together in a single measurement system.

Dj performing on a brightly lit stage as colorful lights shine over a dancing crowd

Sense of belonging and atmosphere are key to attracting event-goers

Making people feel that an event space reflects their values leads to long-term loyalty and spending. FOMO also plays its part.

Smiling woman with curly hair in a yellow and white striped shirt holds a red can and points to the text 'what makes some ai ads creepy '

Researchers examine why some AI ads fail while others succeed

Norms may change, but right now it’s better to err on the side of caution when using AI in advertisements, study finds.

Woman in a denim jacket looks at her phone while standing with a shopping cart in a grocery store aisle holding a boxed item

Study examines drivers of FMCG purchases in three African markets

GeoPoll insights report from Kenya, Nigeria and South Africa finds that quality remains the key purchase driver in FMCG.

E-commerce retailer aims to speak to the hearts of South Africans

As the country celebrates Heritage Month, Takealot embarks on a campaign to speak to consumers in all 12 official languages.