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Speed, ease of use and convenience drive DoorDash purchases
Impulse buys aren’t just for the checkout lanes at brick-and-mortar stores, according to the report, which showed that 60% of customers shopping online were “somewhat or very likely” to pick up a new product.
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Seventy-four percent of survey respondents said convenience is their top priority when shopping for consumables, while 48% said ease of use and 46% noted speed of delivery as their top priority. / Photo courtesy: Shutterstock
Last-mile delivery service DoorDash said in a report Monday that quick commerce—a growing e-commerce channel where consumables are purchased for on-demand delivery—is changing the way omnichannel customers do their shopping.
The San Francisco-based company’s survey of more 1,200 DoorDash customers revealed that 62% of shoppers ordered more consumables online in 2023 than they did in the prior year, and 81% did so on third-party apps and websites, search engines and review sites in the last month.
“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,” said Toby Espinosa, DoorDash vice president of ads, in a statement. “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.”
Seventy-four percent of survey respondents said convenience is their top priority when shopping for consumables, while 48% said ease of use and 46% noted speed of delivery as their top priorities.
Impulse buys aren’t just for the checkout lanes at brick-and-mortar stores, according to the report, which showed that 60% of customers shopping online were “somewhat or very likely” to pick up a new product. That impulse to toss something into the virtual basket was driven by last-minute needs (55%) and the need to “treat themselves” (45%).
Respondents said they’re open to new brands through ads and promotions, so long as the ads don’t feel pushed upon them. Nearly three-quarters (73%) of respondents who purchased an item due to an ad or promotion in the last 30 days said they did not feel like they had been subjected to an advertisement.
The delivery company also revealed it has released new tools for CPG brands to connect with customers and track changing shopper behavior. It’s piloting a new ad format that utilizes “high-impact carousels” similar to in-store end caps and a new-to-brand reporting tool that highlights campaign, product and keyword-level performance
