Existing Customers, Not New Ones, Will Drive E-Commerce

Mike Vorhaus on Digital Consumers

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The great majority of adults have conducted some form of e-commerce in the past 12 months. For instance, more than 80% of online consumers ages 18 to 64 have researched or bought a product online in the past 12 months.

Of the 18% of online respondents who have not participated in e-commerce in the past 12 months, fewer than one in 10 anticipate doing so in the next 12 months.
Mike Vorhaus
Photo: Stephanie Diani
Mike Vorhaus is senior VP-managing director of new media and strategy for Frank N. Magid Associates.
That means there will be very few new e-commerce shoppers in the months ahead.

But e-commerce sites still have a growth opportunity: More e-commerce consumers anticipate increasing their total spending online (20%) than decreasing it (11%).

As we enter the great pre-holiday online shopping season, most e-commerce growth will have to come from existing online consumers buying more products and spending more money online.

E-commerce sites will want to spend extra time and effort on encouraging their current customers to buy more and in winning back their lapsed shoppers. Increasing revenue from current online shoppers will be essential to the continued growth and success of companies depending on online commerce.

Source: Frank N. Magid Associates
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