Online shopping and e-commerce are a mainstay in the modern economy and saw a big boost during COVID lockdowns as consumers moved online during the pandemic. Seafood, once a hold-out for online shopping along with other items consumers prefer to select in person, has seen mass adoption. Within the last year 77% of consumers report purchasing seafood online and by 2025, 10% of all fish and seafood sales are projected to be online. But will this trend stay? Do we really understand how consumers shop for seafood online versus instore? And what importance does sustainability play into their decision making?
Sustainability messaging is an untapped opportunity for seafood e-commerce. Through consumer research conducted in 2022-23, the Marine Stewardship Council (MSC) has seen that consumers shop for seafood differently than shopping in-store. Online seafood consumers shop with more intention and care, spend more time researching, and seek sustainable signposting increases their likelihood of purchase.
Join the MSC, e-commerce leaders and other sustainable seafood advocates for a conversation and case studies about e-commerce, online shopping behaviors, and seafood sustainability. The audience will come away understanding why and how to incorporate sustainability messaging into their e-commerce platforms to reach conscious consumers. Data from MSC’s GlobeScan consumer research will be shared and the audience will have the chance to hear directly from consumers with video clips from MSC’s “Watch Me Think” video ethnography research.
