By Carol D. Roberts
Amid the rise of retail ecommerce, the eyewear sector has emerged as one of the most successful. As of 2024, the global eyewear ecommerce market was estimated to be worth $39.19 billion, per Market Research Future. This year, it is expected to jump to an impressive $41.71 billion.
These numbers are in line with recent consumer surveys that revealed most American eyewear shoppers have become more comfortable with making their transactions online. In fact, because of the convenience that online eyewear retailers offer, 90% of respondents said they planned to make their next purchases online again. But just how do those in eyewear ecommerce make shopping online better for today’s discerning customers? Below, we discuss specific consumer pain points and preferences and how eyewear ecommerce providers have effectively addressed them.
Virtual try-on technology
For many shoppers, one concern that they have when buying products online is not being able to try them on beforehand. This is especially concerning for retail and wellness goods, like eyewear, which rely on proper fit and style. Consequently, cloud delivery management software creator nShift determined that up to two in five online shoppers intend to “try before they buy.” This means that they overbuy a range of products, only to then return the bulk of them after receiving them in person. Unfortunately, this is a costly issue that can set businesses back upwards of 66% of the original product price.
To remedy this, eyewear ecommece platforms have been among the most clever adopters of augmented reality (AR). Using AR tech, retailers such as Walmart Optical, for instance, have allowed shoppers to see how a pair of eyeglass frames look on them. Since this tool can be accessed via the shopper’s preferred device, it allows them to make better-informed decisions that can encourage more sales and fewer returns virtually anywhere and anytime.
Helpful product content
The saying “content is king” is not just a marketing cliche. According to studies from trusted resources, like Forbes and Convertcart, between 70% to 87% of online shoppers say that brand and product content can drastically impact their decisions. With the right content that offers helpful tips, accurate product information, and high-quality visual aids, customers are likely to trust a retailer better.
Among ecommerce eyewear entities, content is thus approached with a mindful intent to help customers better understand their products from both fashionable and functional perspectives. Readers.com allows shoppers to look through a vast selection of reading glasses. On their website, consumers can find a dedicated blog with insightful posts that cover tips, eye wellness topics, and even maintain glasses. Additionally, consumers can find content specifically for first-timers, such as those that introduce what readers are to potential buyers. With these readily available, shoppers foster a better appreciation for the brand and their products. This can result in more sales and help build a lucrative brand reputation.
Nuanced shipping services
Contrary to what some may think, achieving customer satisfaction doesn’t just end once the consumer checks out their products. In fact, many customers feel that the most sensitive part of their online transactions is the shipping and delivery portion. This is understandable, given that supply chain issues, shipping delays, and even faulty drop-off procedures can seriously damage their purchases. This is why a Salsify report noted that almost 70% of shoppers want to be notified of their order status, and 39% check their shipping progress at least once daily.
Eyewear retailers are especially adept at addressing such shipping concerns. For instance, e-commerce giant Amazon, which also hosts countless eyewear brands, is known to offer various shipping options with updated trackers. This includes their fast-shipping alternatives, which can usually be accessed by members of their Amazon Prime service. As an added perk, these delivery options are still active even on weekends. Such efficient shipping is particularly useful for those who need their eyewear for medical purposes.
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