Even though there is much chatter about voice-assisted devices and smartwatches, most consumers do not own these new devices, and even fewer use them to complete purchases and make payments.

That is one finding revealed by Nashua, N.H.-based Episerver in it its annual “Reimagining Commerce: Global Findings” report. The digital content and marketing firm, which surveyed 4,000 online shoppers in four global markets, found while 35% of consumers own a smartwatch, two-thirds of smartwatch possessors never browse on them and 70% never buy through them. Likewise, 40% of consumers own voice-assisted devices, but 60% never browse on them and even less use them to complete purchases.

The report did find smartphones have gained a foothold. In fact, 75% of all consumers report using smartphones to browse, and 57% report making purchases on these devices. Additionally, 29% of smartphone owners report browsing for purchases on their smartphone daily and half report doing so weekly, representing a large base of highly connected consumers.

“While consumers are willing to shop across channels now, they're still warming up to new devices like voice assistants and smartwatches,” Ed Kennedy, director of digital commerce strategy at Episerver, said. “It's up to brands and retailers to set the tone here and nail down the search experience on these devices to ease customers into shopping with new technologies. Regardless of device, consumers expect frictionless and personalized shopping experiences consistent from one device to the next, and the brands who get this right across devices will emerge as the commerce leaders of tomorrow.”

Statista expects global e-commerce sales to hit $2.8 trillion this year. However, Episerver's analysis of online shopping habits finds this growth depends on a new definition of commerce. “Commerce” no longer means making a purchase, but instead involves the whole research-to-final sale journey. “This modern definition of commerce includes activities like inspiration seeking, problem solving, product discovery, product research, product comparison and more. Shopping today is just as much about the experience as it is about the purchase – maybe even more so.”

The report found that consumers are open to a more diverse range of brand interactions and technology-driven experiences. Fifty-nine percent of shoppers reported they have used or would be interested in using chat windows for assistance when shopping online, and 57 percent reported they have tried or would be interested in trying smart mirrors for assistance when shopping in-store. Additionally, 40% reported having tried or being interested in augmented and virtual reality during their shopping experience, indicating an opportunity for retailers to create memorable experiences if they can implement this technology correctly.

“Today's shoppers are interested in technology-rich experiences, but only if it's done right,” Joey Moore, director of product marketing at Episerver, said. “Rather than introducing novel technology for the sake of doing so, brands should implement tools like smart mirrors in-store and facial recognition sign-in online to make shopping easier, fast, more convenient and engaging.”

Other key findings from the report include:

Twenty-nine percent browse on their smartphones daily, but only 27% of those shoppers go on to make a purchase on their devices at the same frequency.
Of shoppers who do not want to try new technology functions again, 51% report it is because these technologies did not improve their experiences.
Thirty-five percent of consumers have tried or would be interested in trying drone delivery.
Eighty-seven percent of online shoppers are okay with companies knowing more about them. When a brand personalizes experiences, a quarter of shoppers are more likely to purchase from the brand again.
The absence of online must-haves, like easy-to-use product search functions and information about products and returns, causes 44% of shoppers to abandon purchases often.

As with shopping in store, people never intend to purchase every single time they go online. Consumers mirror in-store behaviors online and are logging on to find information regarding shipping, deals, payment options, returns and more. The report claimed, “With such a heavy emphasis on research, brands dedicating too much time and resources to quickly moving shoppers through the sales funnel are not providing as much value to visitors as possible.”

Instant Insights /

Smart Speakers & Watches Not Gaining E-Commerce Foothold, Yet

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