Released by Wunderman Thompson Commerce, the ‘Future Shopper Report 2021’, report highlights how consumers’ shopping preferences are shaping the future of commerce.

As per Campaign India, the study surveying over 28,000 consumers across 17 countries, finds that businesses need to respond to win the online battle, in order to sustain in the future.

The report estimates, online shopping to account for 51 per cent of global retail sales post pandemic. Around 72 per cent of global shoppers believed that online shopping came to their rescue in 2020, whereas 73 per cent said that e-commerce would be more important to them in 2021.

Around 60 per cent of global shoppers reported being more comfortable using digital technology in the wake of the pandemic, whereas 72 per cent of Indians admitted to being more scared of shopping in-store, as compared to their global counterparts.

The study also stated that 86 per cent of Indian shoppers demanded excellence from brands and retailers online, with Amazon ranking highest in terms of the service and experience they provided.

Consumers are now demanding integrated omni-channel offerings from retailers and brands. Sixty four percent global shoppers said, they prefer to shop with brands that have both an online and offline presence, while 59 per cent of consumers expect brands to communicate seamlessly with them across all channels. Seventy three percent demand better products, services and experiences from retailers.

The study projects the coming years to usher in an era of more diverse online offerings, with marketplaces, direct-to-consumer brand sites and social commerce all having a key role to play. It advises businesses to ensure that this more complex online landscape complements their overall retail offering.