Why do customers return? E-commerce leaders reveal how loyalty is born

Online shopping has transformed from an occasional convenience to a daily routine for many consumers, a shift significantly accelerated by the COVID-19 pandemic. What was once reserved for larger purchases or special occasions is now a common method for acquiring everyday necessities, including fresh food items.

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Over the past 3-5 years, e-commerce has become a daily, rather than an exceptional, choice. The pandemic was a huge leap forward. Then we all tried various digital tools and online shopping. People tried it, and for many, this method suited them and they liked it. Today, online shopping is no longer anything special. People buy not only larger items online, but also daily groceries.

Vaidas Lukoševičius, CEO of "Rimi Lietuva," notes that the pandemic prompted widespread trial of digital shopping tools, leading many to embrace the convenience. "People tried it, and for many, this method suited them and they liked it," he stated. This has resulted in more frequent, smaller online orders rather than infrequent, large shopping trips, demonstrating that e-commerce is now an integral part of daily life.

One of the most notable changes is the substantial growth in online sales of fresh produce. Previously, consumers hesitated to buy fruits, vegetables, and other perishables online due to quality concerns. However, trust has been established, significantly reducing these fears. "We have earned trust," Lukoševičius remarked, indicating that online channels are now a reliable source for daily groceries.

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In recent years, the purchase of fresh food products online has grown significantly. If people used to fear buying fresh products due to their quality, these fears have now largely disappeared. We have earned trust.

E-commerce platforms are also navigating the diverse expectations of different customer demographics. While younger shoppers often prioritize features in mobile apps and loyalty programs, older consumers tend to value simplicity. "I am glad that in recent years, people of all ages have started shopping online more intensively," Lukoševičius said, highlighting efforts to improve digital literacy among seniors to encourage their active participation in online shopping.

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I am glad that in recent years, people of all ages have started shopping online more intensively. We participate in various programs and encourage the education of older people about online shopping, we want to increase their digital literacy. We want them to use this shopping channel even more actively.