In the past there have been many studies about consumer behaviour and teachings on how to segment consumers into “types of shopper” categories. However, when it comes to internet shopping much of this theory goes out the window as new terms are added to the equation. Based on our knowledge of the e-commerce industry and personal experience of shopping online ourselves, Seller Dynamics have compiled a list of six different types of online shoppers.

Avid Online Shoppers

Avid internet shoppers are the most active shoppers, making transactions on a near daily basis. These shoppers are also those most open to innovative breakthroughs in the e-commerce sector. Participation in eBay style auctions and one off sales events like Cyber Monday is exciting and fills them with a sense of self-fulfilment. While there is no defined aged group for avid internet shoppers, it is argued that those between the ages of 25-35 tend to lead the way when it comes to using the internet for personal shopping. Avid internet shoppers have high levels of trust in e-commerce, are technically savvy, and are open to change when it comes to purchasing on different sites or improving the online shopping process. This segment is known to consist of early adopters and usually lead the way in the latest e-commerce trends such as the increase in shopping via a smartphone or tablet device.

Emotional Shoppers

As with traditional shopping, emotions play a big part in the behaviour of a consumer. “Retail therapy” is just as valid an expression in the world of e-commerce although as much as we love internet shopping, the purchaser always has to wait a day or two before their item arrives and they can enjoy their delivery. Emotion triggers impulsiveness although strictly speaking, impulse buyers are placed in their own individual segment.

One-Click Shoppers

While emotions are involved in the one-click shopper making a purchase, a shopper in this segment is swayed by more than emotive stimulus. While one-click shoppers may not necessarily need a certain item, their sense of urgency is the driving force behind their purchase. The experience of internet shopping is exciting, so situations like suppliers running low on stock or selling their final item on a marketplace can have a big impact on shoppers. E-retailers have adopted numerous tactics to engage with this shopping segment, ourselves included. Our dynamic pricing feature is useful for sellers with low stock levels to sell at a discounted price and gain a competitive edge ahead of market rivals. As their name suggests, one-click shoppers have quickly adopted the habit of purchasing a good via one click – as seen on Amazon with their “Buy now with one click” button. Data capturing and use of cookies enables retailers to point impulse shoppers to other items that may appeal to their taste, a tactic similar to brick and mortar stores placing items on next to the shopping tills. 1click

Deal Hunters

This segment have been known to scourge website, marketplaces and social networks in order to find the best deals and any unique special offers. While they are not as active as avid shoppers and carry more caution than emotive and impulse shoppers, many consumers turn to e-commerce in the search of the best deals.

Cautious Internet Shoppers

This is the least active of our internet shopper segments and would be a group overlapping the traditional “late adapters” segment. While cautious internet shoppers are not entirely against shopping online, they appear more careful when it comes to sharing their personal details and using their bank card to purchase goods online. The most influential way of selling the benefits of e-commerce to such a segment would be through word of mouth. People in this segment are cautious over what they purchase and more often than not only purchase an item they need and can afford.

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Seller Dynamics
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