By: Ayesha Devani
With developments in technology alongside an increase in convenience, online shopping is more popular than ever. The Covid-19 pandemic only encouraged the same. Amazon, eBay, and the clothing brand Shein are a few of the many popular companies that operate online. However, with an increase in access to resources, brands are beginning to provide their services in-store and online. Clothing brand Zara, for instance, has broken growth records with its online presence. From a consumption point of view, online shopping has various drawbacks that are rarely revealed to consumers. This, of course, is hidden from us to promote the brand and aid its profitability. This article uses personal examples alongside references to the biggest brands in the business.
Due to my personal bias towards online shopping, I believe I have explored various brands and the services they provide. This is particularly directed at clothing stores since online clothing stores have truly revolutionized the way people shop. People, in specific, refer to teenagers since our age group is more vulnerable to marketing on social media. As online shoppers not only are we deprived of an unbiased quality check, but we are also deprived of being able to evaluate our purchase. In terms of clothing, this often leads to a lack of understanding of sizing, texture, measurements, and many others. Due to advancements in technology, online shopping websites now allow us to view sizing, insert our own measurements, and identify the perfect fit for us. However, due to how diverse our bodies and choices, it is extremely rare that these perfect fits are indeed perfect.
A huge aspect of online shopping is heavily dependent on personal preferences. However, there are other aspects of online shopping that work to manipulate consumers. Fabletics, a recently growing sports brands company, has expanded its marketing to social media. Amongst the many others targeted, the first time I heard of the brand was through an Instagram advertisement. Instantly attracted by the “Shop 80% off,” I chose to visit the website. After adding a few pieces into my bag, I was taken to a page that asked me to join a VIP club to claim the discount. One aspect of the VIP deal that the brand failed to communicate explicitly is that the account would be charged $40 each month in order to remain a part of the club. This, a personal example, is the smallest example of how brands market their products with discounts allowing consumers to believe that they are the ones at gain. AliExpress, another recently growing brand, is often found to be controversial. Its legitimacy is one that’s at question. Its cheap prices have always attracted a rather large pool of consumers. The cheap prices, however, often result in poor-quality merchandise. The Chinese marketplace is a third-party platform and hence, lacks control over important aspects like delivery and shipping time.
With an increase in controversy alongside an increase in access to resources, online shopping brands have adapted and now allow us to access the best of the products. However, this increase in technology alongside the increase in online marketing allows them to target us and present deals that are only attractive at first. This is exactly why online shopping is a trap.
Resources: