In recent years, consumer habits have undergone an unprecedented transformation. While not so long ago we were surprised to be able to buy any product on platforms such as Amazon or eBay, today it is commonplace to order dinner, book a holiday or buy clothes from our mobile phones, without leaving the sofa.
E-commerce is now part of the daily lives of millions of people. Online shopping has ceased to be an occasional option and has become a habitual practice, present in almost all sectors. In fact, e-commerce currently accounts for around 30% of sales in Spain. But who is this new digital consumer?
Beyond Generation Z: an ever-widening audience
Although younger generations – such as Millennials and Generation Z – continue to lead online shopping, e-commerce has also gained ground among older audiences. The main difference lies in the preferred device to make the purchase: while younger people opt for the smartphone, older generations tend to use the computer, for a perception of greater security and control during the process.
The rise of mobile e-commerce
In 2024, the mobile phone has established itself as the preferred device for online shopping. According to the latest data, 52.3% of consumers prefer to make their purchases from their smartphone, thus surpassing the computer.
This shift is not only due to the convenience and immediacy of mobile, but also to its constant availability, allowing shopping and order tracking anytime, anywhere. Faced with this reality, brands must adapt their strategies and optimise the shopping experience in mobile environments.
Algunos elementos clave en este proceso son:
- Responsive designs and native applications that improve navigation and reduce loading times.
- Simplification of the purchase process, eliminating unnecessary steps.
- Integrated payment options such as Apple Pay, Google Pay or PayPal, which allow a purchase to be completed in less than a minute.
In fact, according to HubSpot, 53% of users abandon a mobile site if it takes more than three seconds to load. Optimising speed and usability translates directly into better conversion rates and lower cart abandonment.
Content that converts: video, dynamism and impact
The way digital content is consumed has also changed. The user’s attention span is increasingly limited, so capturing their interest in the first few seconds is crucial.
The formats that currently work best are:
- Short, dynamic videos that capture attention in the first two seconds.
- Content adapted to each platform, optimised in both duration and format.
- Striking visual creatives that generate a desire to buy in a few moments.
According to several studies, video is the most effective format for boosting conversion. That’s why more and more brands are integrating it into their social e-commerce strategies, in combination with tools such as Instagram Shopping or TikTok Shop.
Influencers and social commerce: the new consumer confidence
In an environment saturated with traditional advertising, users tend to trust recommendations from people they follow and admire more. In fact, 70% of social media users say they trust an influencer more than a conventional advertisement.
Collaborating with micro-influencers, with smaller but very loyal audiences, can be a great way to get started. In addition, integrating direct purchase functions from social media allows you to turn a ‘like’ into an immediate sale.
Fast payments and personalisation: keys to conversion
One of the biggest challenges in e-commerce is to reduce friction in the checkout process. The more steps there are between viewing the product and making the purchase, the higher the probability of cart abandonment.
Facilitating payment through integrated and secure methods not only improves the user experience, but also accelerates conversion.
In addition, personalisation based on browsing data or previous purchases has become a decisive factor. Showing related products, offering personalised discounts or recalling recently viewed items are strategies that increase the likelihood of purchase and build customer loyalty.
It is clear that e-commerce is evolving at the pace of technology and consumer habits. The key is to adapt the shopping experience to the needs of each profile: speed, trust, visual impact and ease of payment. In this new scenario, the mobile phone is not just a shopping tool: it is at the heart of the consumer’s digital experience.
