Toral: Trends shaping online consumer behavior in 2024

Digital Rebel
SunStar Toral
SunStar ToralDigital Rebel

The Market Insights 2024 report by Synergy Market Research + Strategic Consultancy highlights significant trends in e-commerce that reflect changing consumer behaviors and preferences.

Growth in e-commerce usage:

E-commerce continues to grow as a preferred shopping method for many consumers. The convenience, variety, and competitive pricing offered by online platforms are key drivers of this trend. According to the report, 9 in 10 online purchasers now regularly use e-commerce sites for their shopping needs.

Major e-commerce platforms like Lazada and Shopee dominate the market, particularly among younger demographics such as Gen X and Millennials. These platforms are popular for their wide range of products, user-friendly interfaces, and frequent promotional offers.

E-Commerce apps are primarily used to shop for media streaming, mobile and Internet services, offline/online betting, financial services and investment products, holiday/travel, cosmetics and beauty products, clothing and footwear, and tech devices.

Consumer preferences and behavior:

Free delivery, product quality, variety, product reviews, flexible payment terms, and affordability are critical elements that keep consumers returning to the same platforms. These factors not only attract customers but also encourage repeat purchases and brand loyalty.

A significant portion of e-commerce activity is shifting to mobile devices and applications. Consumers prefer the convenience of shopping through mobile apps, which offer features like personalized recommendations, easy payment options, and mobile-exclusive deals.

Impact of social media and influencers:

Influencers are pivotal in driving e-commerce sales. Consumers tend to trust recommendations from influencers they follow, which can lead to higher engagement and conversion rates for e-commerce platforms. The report notes that authentic and relatable content from influencers resonates well with consumers, enhancing brand credibility.

Consumer trust and security:

Trust is a critical issue in e-commerce. Consumers are wary of counterfeit products and fraudulent sellers, which can undermine trust in e-commerce platforms. Ensuring the authenticity of products and implementing stringent seller verification processes are essential for maintaining consumer trust.

Providing secure payment options is crucial for building trust. Platforms that offer multiple payment methods, including secure online payments, cash on delivery, and digital wallets, are more likely to gain consumer confidence.

Sustainability and ethical shopping:

There is a growing demand for sustainable and ethically produced products. Consumers are increasingly considering the environmental and social impact of their purchases. E-commerce platforms that highlight eco-friendly practices and offer sustainable product options are likely to attract conscientious consumers.

Transparency in supply chains and ethical sourcing practices are becoming important to consumers. Brands that provide clear information about the origin of their products and their sustainability initiatives can build stronger connections with their audience.

Strategic implications for businesses

Businesses should leverage data analytics to offer personalized shopping experiences. This includes personalized recommendations, targeted promotions, and customized communication based on consumer preferences and behaviors.

Ensuring a smooth and user-friendly interface is crucial for retaining customers. Simplified navigation, easy checkout processes, and responsive customer support enhance the overall shopping experience.


The e-commerce landscape is evolving rapidly, driven by consumer preferences for convenience, personalized experiences, and ethical shopping. By understanding and adapting to these trends, businesses can enhance their online presence, build trust, and foster long-term customer loyalty.


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