But if, after this "discovery" stage of the store and products, the customer encounters a purchase flow that makes it difficult to complete the order, the entire experience goes downhill. Unintuitive navigation, an unavailable payment method, expensive shipping, and long delivery times can all lead to a poor experience, causing the consumer to abandon the purchase or, worse, never return to that store. ( Learn how to improve your e-commerce usability ).
And market figures reinforce this. A survey by Octadesk and Opinion Box (2024) highlighted that 65% of consumers have abandoned a purchase due to a poor experience. To prevent this from happening, 73.2% of e-commerce leaders believe that new technologies and personalized experiences will be the main factors in transforming customer relationships, according to data from the "Future of Retail WGSN & E-commerce Brazil" survey.
How to escape the offer and get closer to the experience
Following the reasoning of managers interviewed by WGSN and E-commerce Brasil, for an online store to have a competitive edge, it must go beyond offerings and focus on the use of technology and customizing the experience.
Use of AI and data
When it comes to new technologies, artificial intelligence and data are key allies in guiding e-commerce businesses toward an excellent experience. Demand forecasting and supply recommendations costa rica cell phone database are strategic AI and data management solutions that ensure stores have the right product, in the right quantity, at the right time. All of this directly influences customer satisfaction and their identification with a given e-commerce business.
Lessons from the luxury experience
Luxury brands, on the other hand , are mastering the customization movement. First, high-ticket brands' focus will never be on the offering, but rather on the experience. And this experience isn't just translated into good store usability, but also involves an experience that aims to translate the same service customers receive in physical stores to the online experience.
Some examples include a meticulous picking and packing process, with the brand's signature scent sprayed inside the packaging, a special gift added to the order, and the option to engrave the customer's name directly on the product. There's also the possibility of holding VIP events with the most engaged customer base, providing a unique and exclusive experience and connection with the brand. These details make this type of experience a premium experience for a select group of customers.
Putting it into practice
While these details, especially packaging, are essential in the luxury world, they can also be adopted by brands across a variety of sectors. Keep in mind that anything that brings your audience closer to your products is highly valued in an age where offerings alone don't sell themselves.