Shopping over the Internet is an everyday life of a growing group of people. According to the PwC report "Total retail 2017", more than half of Poles buy online at least once a month. Traditional visits to the store are replaced by virtual ones due to the convenience and wide availability of a rich offer in one place. So what are the trends in e-commerce?

The role of m-commerce

Currently, we are no longer talking only about e-commerce, but also about m-commerce, which has recently been gaining momentum. The traffic created by smartphones exceeds one third of all operations, and in some markets it even shows over 60%. This is due to the fact that browsing on mobile devices is easy and accessible. Most of us have smartphones at our fingertips, so we can turn on the browser at any time and check out interesting content. This is facilitated by publishers who adapt their websites to mobile devices, creating responsive websites. The data shows that more and more often customers not only check the offer through them, but also make purchases on them.

It is interesting that phones have a decisive role in the morning hours, while the computer is used on an equal level throughout the day.

Migration of customers

In the context of smartphones, the migration of customers should be mentioned. Statistics show that more and more often the customer journey starts on one device and ends on another. It is estimated that it concerns even 60% of users.

For example, first on the way to work we look at the product on a smartphone, then we check the information about it on a computer on other sites, and in the evening we find the most advantageous sales offer on a tablet and make a purchase. The customer's online shopping path is therefore varied.

Content vs. cashback

When considering the purchase of a given product, we look for detailed information about it, as well as opinions and reviews. The ideal place is all kinds of content pages, i.e. information services, lifestyle websites and blogs.

Universal access to information supports what is known as smartshopping. When buying, customers use as much data as possible in order to make the most optimal choice. They reach for price comparison engines, which allow customers to check which store offers the best option easily and quickly - and it is the time that is important for them.

Influencer marketing

A special example of content publishers are all influencers, bloggers, but also social media channels. Their role is constantly growing, as they are an example of how much diverse content is available online. Regardless of what we are interested in, there is a high probability that we will find a channel that will suit our preferences. Moreover, Influencers attract loyal readers who actively follow their actions and trust their opinions. Hence the popularity of the offer, which is promoted on their channels by well-known and liked ones.

Influencers play an important role in the customer's shopping path, but usually do not generate sales directly. After reviewing the product and feedback on it, the customer is looking for a place that provides them with the most favourable conditions. They look for purchase options on incentive sites, e.g. cashback sites, where direct consumer benefits are offered for finalising a transaction, such as discounts, points or gift cards. The final purchase decision is simply a customer benefit.

When do we buy?

Although the Internet is available 24/7, it turns out that those shopping through it become active on certain days and times. According to, we usually do our shopping online on Monday and our activity decreases with every day. The greatest interest in online shopping is between 10-12 o'clock, i.e. when you browse through your favourite pages in the office. We are also active in the evening (21.00-22.00), i.e. at the end of the day, when we have time for ourselves after all our professional and home duties.