Consumer Behavior

Speed, convenience rank tops with shoppers

Photo: Adobe

October 24, 2023

There's been a healthy uptick when it comes to online shopping. A DoorDash survey revealed 62% of respondents are ordering consumables online more than they did last year and 81% of those polled reported purchasing consumables via a third-party app/website, search engines or review sites in the past month.

Those are top findings from the DoorDash report, "Uncovering Consumer Trends in Retail Media," that polled 1,200-plus DoorDash customers.

"On-demand digital commerce is growing exponentially, and consumer shopping habits and expectations have shifted as a result of having nearly any product available for delivery within minutes," Toby Espinosa, VP of ads at DoorDash, said in a press release. "But it's not just how consumers shop that's evolving. How they discover, interact and engage with brands has changed dramatically over the last few years, so brands and advertisers need to shift their approach, too."

Additional findings include:

• When shopping online for consumables, the top priorities for respondents are convenience (74%), ease of use (48%) and speed (46%).
• Consumers are frequently adding impulse buys to their online orders as 60% of consumers surveyed are "somewhat or very likely" to buy new products while browsing online last minute, driven by last minute needs (55%) and the desire to "treat themselves" (45%).
• Third-party app use has evolved — so advertising is changing, too. Consumers surveyed are open to finding new brands through advertisements and promotions, and the expectation is that marketing does not feel intrusive.