In Trinidad and Tobago (TT), a significant shift is occurring in consumer behaviour as we witness local retail sales waning while online sales continue to climb. As a digital and e-commerce strategist, it's imperative to understand the digital factors driving this change; I will leave the finances part for the financial guys.
Increasingly savvy consumers are attracted to the convenience, variety, and cost savings offered by online shopping. This pivot is not just a reaction to market trends but also a commentary on the state of local commerce, which is grappling with challenges such as pricing, selection, and customer service. Businesses must adapt to this digital migration or risk obsolescence.
The retail sector is at a crossroads, where traditional shopping methods are being questioned. Local pricing is often found to be uncompetitive when compared with international online platforms, which offer not only lower prices but also a wider array of discounts and deals. Quality and selection in local markets also fall short when compared to the vast inventories available through online shopping.
Moreover, the quality of customer service in physical stores is frequently criticised, contrasting sharply with the personalised and responsive service provided by e-commerce sites. Adding to the local sector's woes is its relatively weak online presence, with few stores offering any form of online shopping options and delivery services. This gap has left a void that international e-commerce has been only too happy to fill, making it a convenient and attractive option for TT's consumers.
In Trinidad, the convenience of online shopping is propelled not just by consumer preference but by a desire to avoid the country's notorious traffic congestion. The traditional brick-and-mortar store hours, aligning with the typical 9-5 workday, present a challenge for the working population who must either arrive late or leave work early to shop.
This inconvenience is compounded by the lack of e-commerce platforms among local businesses, limiting consumers' ability to shop outside of business hours. Online shopping's 24/7 availability caters to the modern consumer, allowing for shopping in the early hours, during lunch, or late at night, offering a flexibility that local businesses have yet to match.
The web traffic data from Trinbago shoppers to major online retailers and Skybox services over the last 30 days is telling a clear story:
• Amazon: 700,000 visits
• Shein: 120,000 visits
• Walmart: 60,000 visits
• eBay: 34,000 visits
• Fashion Nova: 26,000 visits
• Web Source (a Skybox company): 384,000 visits
• CSF Couriers (another Skybox company): 265,000 visits
These figures indicate a significant shift in consumer behaviour, with Trinbago shoppers actively seeking international platforms for their purchasing needs. While local businesses report a downturn, the burgeoning site traffic to shopping sites and Skybox companies underlines a different narrative: Trinis are not necessarily spending less but are redirect
