• by Ray Schultz , Columnist, February 2, 2024

Email teams better brace themselves: they may soon be getting overworked even more than they already are. 

Among consumers, 75.2% now feel they are savvy enough to shop online. And 73% believe they get better deals online and prefer to buy there, according to a study by the online marketplace Temu, conducted by Propeller insights. 

That could mean a significant increase in both promotional and transactional email volume.   

The big driver for 63.9% of consumers is price. Indeed, 78.4% of consumers polled said they compare prices online before purchasing products anywhere. The other big factors are product quality and speed of delivery.  

Of the shoppers polled, 25.7% shopped at online marketplaces versus 20% who patronized retailers’ web sites. And 50.3% of U.S. shoppers opt for websites and 48.7% for apps, whereas consumers in other countries prefer apps.  

Are they worried about security? Hardly, it seems, with 75.2% saying they believe they are savvy enough to ensure a website is safe and trustworthy.  

However, 73.3% said they read customer reviews to determine whether a website is trustworthy.  

The top three product areas are clothing & accessories, household items and consumer electronics. 

The study also found that younger consumers are more likely than older ones to be influenced by social media. Overall, 62.5% of consumers found the Temu marketplace via social.

Whatever the channel, brands need to have their email notifications systems in order. 

Propeller Insights surveyed 1,000 U.S. shoppers in December 2023.