Why websites win out in the multichannel world
With 68% of online shoppers now purchasing across multiple channels (including websites, mobile apps, social platforms and online marketplaces), new research from PayPal shows Australian consumers still value a company’s own website as their preferred shopping channel – and point of purchase – citing a faster experience, better customer service, and broader product range.
There’s no doubt Australian consumers love to shop ‘multichannel’ (45% of Gen Z say they’re more likely to purchase online with a company who has a multichannel experience), but it’s clear that a business’s website remains the crown jewel of a multichannel strategy.
Almost half of all Australian online shoppers (48%) said they save time by going directly to company websites, rather than trawling through thousands of sellers on a marketplace. And 35% of online shoppers said a company’s own website gives them better customer service if they need a question answered.
- 31% online shoppers said a company’s own website often has a broader range of products
- 37% of online shoppers agree that if a company doesn’t have a website and they can’t find them online, that they are either ‘old-fashioned’ or ‘dodgy’
Proving their keenness to shop around, 34% of Gen Z and Gen Y online shoppers have found an item on a marketplace, but then proceeded to purchase it directly through the company’s own website. Significantly, Gen Z online shoppers stated they spend close to three quarters (74%) of their total monthly spend online on company owned websites.
Businesses echo this general consumer sentiment, with 67% of multi-channel businesses believing their own website allows them to better own their relationships with customers, while 73% believe their own website allows them to better personalise their customers’ experiences.
- 69% of multi-channel businesses believe their own website gives them better margins
- 64% of multi-channel businesses believe their own website allows them to better understand their customer’s needs
For Australian SMBs, maintaining and building integrated online customer experiences is going to be crucial for their future success. And websites remain a key part of the retail mix; 44% of Australian online shoppers agree that in the future, it will be critical for companies to offer multiple ways to buy online, including website, marketplace and social media.
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