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Online first: Where is the best place to buy online? - Walla! Of money

2021-12-23T14:31:53.058Z


Online shopping has changed our consumption habits. Who are the significant players, and of course: where is it most profitable for us to buy online?


Online first: Where is the best place to buy online?

Online shopping changed our consumption habits even before the corona, but the epidemic flew the process forward.

What are the main changes in consumption habits, who are the significant players, and of course: where is it most profitable for us to buy online?

Dr. Hezi Gur Mizrahi

23/12/2021

Thursday, 23 December 2021, 15:51 Updated: 16:23

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The worlds of online commerce we meet at every step of the way from the neighborhood pizzeria, through the pharmacy, the variety of fashion brands and even the butcher or jade is already there. So are the food chains - and it seems that the field is only expanding: another day will come when we will order a new car (it is already possible today, but quite unusual) and maybe even buy a real estate property online, with the main parameter changing between jade and real estate being emotional involvement Ours, which is mostly affected by the purchase amount.



Last month, November, most of it was devoted to online shopping: the shopping holidays from China to the United States were gathered here in Israel for a month of discounts and promotions designed to make us, especially sitting in front of a computer monitor, type the numbers stamped on our credit card.



What used to be shopping holidays dedicated to gifts, fashion or gadgets, this year has also spilled over into more everyday trading areas: here, for example, the Shufersal chain's online site,Which is the most popular site in Israel and not only in the field of food retail.



Although Shufersal accounts for more than 50% of the total online sales market in the food retail segment and its website accounts for about 20% of the chain's total sales, in November there was a jump in online activity, which was probably devoted not only to food.

Another chain that is surprising in the development of online sales is the Super Pharm chain which is showing growth in the field.



The various chains, such as Rami Levy, Bitan and Victory Wines, achieve online sales shares, which range from 5% -8% of the chain's total activity.

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Comparing the online shopping basket in the retail chains (Photo: Daniel Malakhovsky)

The little bookstore that turned into a monster

The most popular site among Israeli buyers is actually not an Israeli site but a Chinese one, Ali Express accounts for more than 60% of all online activity in Israel.



Most express shopping is not significant shopping but low-involvement shopping, smartphone accessories, home accessories, mostly cheap fashion and other solutions that are difficult to find in local stores or cheap substitutes for products that can be found in them. The significant disadvantage is the delivery time which ranges from 10 days to 60 days, that is - not something that will solve problems immediately, a figure that is well emphasized in publications of local sales sites like KSP and Terminal X, for example.



Of course we will not skip the review of the High Priest of the field: In 1994, when the home computer was mainly intended for games and document writing and the Internet was already functioning, but was a rumor for most of the world, launched an entrepreneur named Jeff Bezos, a modest online bookstore - Which has slowly developed and expanded its product range, until today it accounts for 38% of all online commerce in the US, and its market value is about $ 1.67 trillion ...



This of course refers to Amazon which has grown significantly thanks to competitors entering the market, such as e- Bye, Ali Express and other trade sites that not only changed our buying habits, but also greatly grew, along the way (literally) the postal and delivery services.

Online fashion (Photo: Daniel Malakhovsky)

What will happen to the shopping experience?

The last point is an opportunity to examine not only the change in consumption habits, but also the changes that have taken place in the functionaries we meet along the way: Thing, in almost every position robots will replace the human worker.



Because of this - and contact with people decreases as commerce becomes more sophisticated, digital and robotic, the question arises whether we are facing a consumer world where the price will be determined, or we will still need expert intermediaries, such as the service as a value - and in general: what will happen to the experience Our shopping, especially in the supermarket, when she loses her sense of smell, for example?



Moreover, what will happen after the sale process? If I put a carton of milk in the shopping cart, arrived at the checkout and saw that it was leaking or damaged, I could replace it immediately, but what happens when the damaged container is discovered at the bottom of the crate delivered by a courier? Retail chains are already facing some of the problems today. It is clear to everyone that it is not possible to send a courier to check whether a product is indeed defective or missing, so the policy is to fully credit the customer for the same product, but what happens to serial complainants who threaten, for example, shaming?



This is a problem - and not only of the retailers but also of the customers: it is difficult to shout at a bot and even more difficult to "turn a virtual" table ...



Many retailers have internalized that the service and customer security parameter is the main variable for loyalty and growth, Amir Shimoni Launched the chain's online store in the past year, tells us that the prices and promotions in the chain are the same as in-store promotions, so that no customer will feel cheated.



The concept of the network is "up to 120" that is, up to 120 minutes - and the delivery at the customer's home.

Shimoni says that they worked for a whole month only in training and planning a collection and shipping route in order to meet the conditions of service, because at any given moment there may be a cheaper competitor than you, but to build trust and service, it is harder to build "at the push of a button".

Perfume for men when purchased online (Photo: Daniel Malakhovsky)

How to handle a customer online?

Tal Batito, a retail consultant specializing in the online world

, finds that the technological world has changed the rules of the game: technological developments are evolving rapidly and providing a huge response to both the customer and the business, but one of the main problems for business owners is lack of knowledge and understanding.



Examining the market, the customers and the operational capabilities of the business are the basis for characterizing the needs. But many customers also approach the field without prior knowledge and the result is a mismatch between what the store offers and what the customer demands. Moreover, a food chain store holds around 10,000 different items - and this is already a completely different theory from a business that runs a catalog with 100 items.



The shopping experience and the customer navigation route must be fast and meticulous, sites that do not know how to negotiate such sales arrangements cause the customer to miss the shopping experience, which leads him to purchase less, and eventually lose loyalty and abandon another site.

TV for purchase online (Photo: Daniel Malakhovsky)

The power of data

Dudu Bouzaglo, CEO of Celio Market, an online store platform,

tells us that the main developments are in the shopping experience, site visibility and shopping speed, and in a world where data is the rarest commodity, used by both businesses and customers, artificial intelligence developments will dominate the market. Meat for a vegan customer or baby products for the elderly.



The online commerce market is expected to grow at an estimated rate of 3% -4% per year. This means that traditional stores may shrink and change, but not disappear so quickly. Shopping is not just about price and supply, but is first and foremost a human social and cultural experience.And


now, armed with all this knowledge, we went out this week to check out the shopping baskets at online ordering services - and also peeked at online clothing, footwear and more stores.

Sneakers Online (Photo: Daniel Malakhovsky)

The writer is CEO of Retail Research Institute.



Price shopping baskets food chains updated to -21.12.21, according to the average price of online sites and are based on a Friisz. Compare prices online sites are updated to -20.12.21.



The survey is also published edition of "business" Of Maariv, Friday, 24.12

  • Of money

  • consumption

Tags

  • Shopping online

  • Online shopping

  • Online shopping

  • Amazon

  • supermarket

Source: walla

All business articles on 2021-12-23

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