2024年英国商业状况报告

UKState ofCommerce The Shopify State of CommerceReport provides a detailed analysisof consumer and retailer sentimentdrawn from a survey of retailers and Shifting economic conditions, growing consumer expectations,and intelligent technologies mean a new generation of retail is here.Revealing the gaps between consumer expectations, and retail The research was conducted by YouGov onbehalf of Shopify, with an online survey sent toretail business decision makers and consumers within the five countries, with an equalnumber of respondents polled in each market, Additionally, interviews were conducted withlarge retailers using Shopify, industry experts,and ecosystem partners to provide qualitative The retailer survey took place between18 January and 11 February 2024 while theconsumer survey took place between 19 January Retailers with1,000+ employees:1,008 Consumers aged18 and over:7,628 Contents Executive summary05 What today’s consumers look like 01 02 03 Executive summary The newera of In the four years that have passed since the firstlockdowns brought on by the global pandemic,shopping behaviours have greatly shifted, even Now, it is strong macroeconomic headwinds that Europeanconsumers and businesses must navigate, mindful of thesenew preferences. Our pulse check of shoppers ahead of But what has changed since? And how can businesseshope to scale while convincing shoppers that their brandsare worth their time and investment? This is what we set Our Shopify State of Commerce Report reveals that despitecost pressures, loyalty is up for grabs as there remainsa demand for quality—provided the price is right, and your Moreover, we found that in the battle to avoid spiralling costsfrom being passed from businesses to consumers, the risein new tech such as powerful generative AI tools presents an For this is the challenge for European businesses today:moving from a multichannel approach to one where thebarriers between each crumble away entirely, where oneplatform can connect the dots and the data between them, Economic optimism Just one in six UK shoppers areoptimistic about the economyand their personal situation, Passing on costs More than four in fiveUK companies are passing Nearly two-thirds of UKshoppers say it’s importantbrands offer a seamless 65% 81% By contrast, just 5% ofbusinesses are absorbingincreasing costs at the Businesses must not justfocus on multi-channel,but a consistent approach Brand loyalty More than four in five UKshoppers say they wouldbecome more loyal to brands But only 6% of UK businessessurveyed said they were planningto significantly invest in customer Businesses planningsignificant investment Shoppers who saythey’d be more loyal if Artificial intelligence Over half of UK shoppersbelieve AI will makeshopping easier for them. 55% But, while UK business interestis still keen, surprisingly theirattitude to investing in it is What today’sconsumers Shopping in the mid-2020s is defined by fournoticeable trends: cost, quality, conscious As their names suggest, these personas—by no means distinct—focus on several keyfactors in how shoppers choose to make a Cost SensitiveConsumers Quality FocusedConsumers These consumers care primarily about thequality of the products they buy, over price. These consumers are focused onthe price of the products they buy. The second biggest consumergroup, they comprise 39% They are the largest consumergroup, making up 50% of all Snapshot: Snapshot: Work in professional or higher technical roles Likely to be in semi-skilled or clerical jobs Will shop online but slightly more likely Prefer quality over price, though are preparedto try other brands based on stock availability Will switch brands if it means the price is lower,even at the expense of quality More likely to be pessimistic about the economyand their financial situation, and are cutting ConsciousConsumers ConnectedConsumers These consumers don’t blink twice at connectingwith brands online or purchasing via social media— These consumers prioritise sustainable products,and are even willing to pay a premium if it helps Currently the smallest consumergroup at 2% of surveyed Snapshot: Likely 34 or under, working in a professional role More likely to be male and under 34 Will have either maintained or increased theirdiscretionary spending in the last twelve months Likely to have either maintained or Has favourite brands and tend to often shopwith them, but they would switch to support Believe it’s important that brands offer Crackingthe code Economic outlook 16% Recession or not, economic outlook is impacting While there is reason to believe the UK economy has returnedto growth in 20241, consumer outlook remains cautious. of UK shoppers say they are Shoppers’ worries about the overall economy and theirown personal situation are both high for UK shoppers optimistic about both thenational economy and their ownfinancial situation—the lea