Evolution of Customer Expectations in Online Shopping

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Customer expectations are changing in e-commerce.

Expansion of online shopping around the world with internet and acceleration of the developments in this field increase the number of e-commerce website and competition. People now meet all of their needs such as sparkle water, chocolate, baby formula, electronics, shoe, keychain, make-up material and shampoo from the internet. So, customer expectations are changing in e-commerce.

Customer who buys a shoe to his son in London without leaving his home in İstanbul or consumer who send her home a pack of cheese while working in the office are normal behaviours. In this case, websites start to care more about customers and customer experience in terms of customer expectations.

Today, user experience is one of the most important topics for e-commerce businesses. While the number of users of customer experience development review websites are increasing, it is realised that website visitors spend more time there. Customer who spend more time on the website provide data to cross-border e-commerce institutions about cross-border e-commerce customer experience. The data show that potential customers that frequently visit the e-commerce website eventually purchase from that website.

What Does User Experience in Online Shopping Mean?

In online shopping, user experience can be defined as the positive-negative emotions of the visitor before, during and after shopping and the entire experienced throughout this process. The positive process lead the consumer to choose the same website in the next online shopping as well as bringing new customers.

Customer experience includes the entire activities from viewing product, selection, product type, design, customer expectations or how well the consumer expectations are met, how did the purchasing happen, satisfaction or dissatisfaction to reach the product, return processes and other similar topics. Customer experience has maximum value for e-commerce companies.

Customer Expectation and Gaining Customers with Experience

Customer experience is not only limited with purchased product or service. The experience stages are all the steps when the customer visits a website and leaves the website. The consumer might have found the same product on various other websites and the consumer will choose the most comfortable shopping experience which will turn into a habit. This can be linked with a customer who drinks coffee in different venues. The customer who wants to drink the coffee with the same taste might choose a venue based on decoration, staff behaviour, cleanliness and other criteria. Moreover, it is known that some customers choose different branches of the same coffee chain for similar differences. It is important for e-commerce websites to catch the customers with similar details.

Increase Chances for Sale with Customer Website Experience

When the website design has the details to meet customer expectations and needs, the customers will spend more time on the website and the chance for sales increases. An infrastructure for easy browsing, design attractiveness, product visuals and accessible prices are some of the important factors. Additionally, functional “buy” and similar guidance buttons and attractive colours directly impact sales. Short transaction in payment section, shopping without creating membership, small gifts for creating membership are attractive elements.

Customer Experience Means Continuity

As the customer experience is more positive, the consumer’s website visits increase. Customers bringing other potential customers to the website is the other important part. With improved customer experience, the customer visits the website more frequently and shops more frequently. Customers that choose their gifts from this website often recommends the website to their friends. But this is not easy. To meet customer expectations and for customer loyalty, customers must experience multiple positive experiences. For many people, fast and easy access to products, seamless purchasing step, satisfaction with products, fast and seamless return processes are important.

User Experience Is Indicator for SEO Software

Customer experience support the necessary infrastructure for SEO texts. SEO software that used to focus on software and technical details now meets customer expectations and customer experiences with keyword, content quality and unique content.

When the user experience is in the positive direction, customers spend more time on the website. Search engines can detect where the customers spend most of their times. Frequent website visits by the customer helps the website to rank higher on search engine and Google search engine.

Customers Love Sharing Experience

Frequent e-commerce website visits of the customers shows the success of the website to reach consumers with right strategies. This brings others to the website and the interest to the website increases. Customer satisfaction in e-commerce websites which is the example of a word-of-mouth marketing is an area that potential customers analyse carefully.

New habits of the customers in e-commerce, cross-border e-commerce and digitalising word show customer tendencies and what make them happy. Studies in this field show that Turkey is not behind other countries in terms of online shopping. The study show that the future of e-commerce in Turkey is having a fast and promising progress.

Comprehensive Studies Around the World

Certain surveys and studies around the world show that the interest to internet shopping is high. Turkey is one of the countries with high smartphone shopping rate. Customers enjoy purchasing all needs from the internet and they share their experience during shopping, payment, after shopping, delivery with other users online. In this case, e-commerce websites are extra careful for customer expectations in online sales. According to one study, customers in Turkey adapt to transactions on digital platforms faster than other countries.

Some elements found in the studies are:

  • Customers are careful about product and price-quality balance in e-commerce.
  • More than 90% of the customers use internet shopping for ready-wear and electronics category.
  • More than 50% of the customers state price, product, campaign and promotions meet their expectations.
  • More than 20% of the customers say they are willing to wait for the seller delivery date rather than paying for shipment.
  • More than 80% of the customers say they will use delivery schedules if this system is applied.

Based on the information above, customers shopping from e-commerce websites love sharing their experiences in the process on the internet and social networks. This way, they inform potential customers with customer experiences. When negative comments emerge, brands take the situation in control and eliminate the negative thing in the customer experience. Facebook, Twitter, Instagram and similar social networks are important for brand ads and development stages. Especially customer experience for brands with significant audience on social media have direct role on product sales. Negative experiences spread faster than positive ones. This way, businesses can easily meet quality, safety, speed and similar criteria as long as they care for the consumers. A customer that is satisfied with the e-commerce website returns to the same website and might bring new potential customers.

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