E-commerce: need for physical experiences reduces interest in online shopping
E-commerce represents a vast and growing market, but many Brazilians still reject the service. The reasons that explain the lack of adherence to virtual shopping vary between lack of interest, skill and confidence in virtual services. However, one specific barrier stands out among users: the fact that customers cannot physically see, touch and try on products. The sellers' lack of commitment to meeting demands and providing a better virtual experience to users also leads to the loss of potential consumers.
The finding is in an article published by FGV EAESP researchers Gabriel Nery-da-Silva, Marcelo Henrique de Araujo and Fernando de Souza Meirelles in the journal “Revista de Gestão (REGE)” . To understand the reasons why some Brazilian consumers choose not to shop online, the researchers based themselves on the responses of 9,522 Brazilians to the 2018 national questionnaire on the use of Information and Communication Technologies in Brazilian households (ICT Households).
Individuals who do not use e-commerce can be classified into three groups. The first represents reluctant individuals, who report less interest, confidence and skill with virtual shopping. Individuals who have a high level of distrust, but who can become safer by better understanding how platforms work, form the second group. Lastly, there are the doubters, who have the highest percentage of preference for in-person purchases, highlighting the importance of personal interactions in their transactions.
Bet on interactivity to reduce rejection of e-commerce
Despite their different profiles, participants have one thing in common: the need to physically interact with the products they want to purchase. The lack of physical and sensory contact at the time of purchase leads individuals to opt for in-person experiences. The tangible product allows for more accurate evaluations for the purchasing decision.
To attract consumers, the authors suggest that sellers improve the virtual experience through augmented reality, providing a more immersive and interactive experience. Another recommendation is to encourage virtual research practices on products that consumers want to purchase in physical stores, or visiting physical stores to examine the product in person before making the virtual purchase. The article also points to friendly return policies and the government's promotion of basic digital literacy.
