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Retail Biz: Online shopping uptick met with increasing brand expectations

Originally published: Retail Biz, 22 September 2021

Marketers will need to shift gears into 2022 to ensure they provide satisfying omnichannel shopping experiences amid escalating consumer expectations, according to new research released by IAB Australia and Pureprofile.

The Australian Ecommerce Report 2021 found that while convenience was named as the biggest driver of online shopping by 76% of consumers and one that was worth paying a premium for, it’s no longer a strong differentiator for brands to simply be online and offer choice.

The Report also flagged that local, sustainable and ethical brands as the biggest winners in the year ahead, particularly for direct-to-consumer brand shoppers.

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