Shopper expectations growing, global expansion and flexibility much-needed

What is the most popular digital shopping day of the week?

It has been Monday for four years now, with Friday in the second place and Tuesday in the third, according to the omni-fulfillment specialist ShipBob’s recent 2022 State of E-Commerce Fulfillment Report. Sunday is the least popular online shopping day.

Recent reports show a considerable upswing in e-commerce growth and a return to pre-Covid transit performance among the world’s top fulfillment carriers.

Now, more than ever before, it is crucial for brands to go above and beyond to delight their consumers who are now categorical about the high-level, nearly flawless execution of the shipping/fulfillment service they deserve, says Dhruv Saxena, co-founder and CEO of ShipBob.

Despite supply chain setbacks, more than 62 percent of brands expect their revenue to grow by at least 25 percent this year. Approximately 56 percent of brands plan to either ship or fulfill orders from new countries in 2022.

Consumers now have more e-commerce IPOs and online/offline sales and marketing channels for direct-to-consumer brands to choose from than ever before, researchers note. The number of new brands launching globally has also skyrocketed.

So competition for consumers is getting even more fierce and unpredictable, especially in the face of supply chain issues, labor shortages, and port congestion delays.  Shopper expectations are growing and maturing.

One of the most surprising things the fulfillment report revealed is that nearly 32 percent plan to start physically fulfilling orders in new countries in 2022.

Global expansion is new opportunities, new audiences and bigger conversion in local markets by shipping domestically in more countries.

Customers’ desire for convenience is the chief element driving this global expansion. This means meeting them where they are and prefer to shop, be it in-store or online, and specific channels online.

New e-commerce IPOs last year include brands like Allbirds, Warby Parker, Oatly, Figs, Olaplex, Vita Coco, and Rent the Runway.

Marketing channels include Google, Facebook, Instagram, Twitter, TikTok, Snapchat, YouTube, podcasts, and influencers.

Research shows that more than 70 percent of brands will add new sales channels in 2022.

In the e-commerce logistics world, changes are constant. What worked five years ago, or even one year ago, will not work today.

Brands that are flexible and provide a good customer experience are more likely to succeed, the report concludes. Expansion is a top goal for growing brands.

The expansion can take several paths based on finding new sales channels and reaching new and/or less saturated consumer bases globally. Optimizing shipping and fulfillment strategies as businesses scale can further streamline inventory management while meeting customers where they are.

It is a very challenging time for brands, but many are diversifying their supplier and manufacturer mix, their supply chain partners, their sales channels, and their marketing mix all to stay afloat and thrive.