Many businesses start a web shop because they "have to." Everyone has one, customers expect it, and you don't want to be left behind.
But as soon as you look at the figures, you see important insights: ordering online is not just the same order via a different screen. It changes your customers' behaviour.
When customers order online:
they take more time
they consider more options
they order more often for several people
We analysed over 10,000 web orders and looked not only at what works online, but more importantly, why it works.
Our data shows that the average online order is 10% higher than at kiosks and over 30% higher than at the counter.
These differences are significant and indicate fundamentally different ordering behaviour among online customers. Web orders have much larger peaks. The highest web orders in our data go up to £400, which strongly suggests family or group orders.
Why are customers ordering more online?
Visitors to a web shop:
are not under time pressure
do not have a queue behind them
find it easier to add something to their order
Pre-ordering is not a "feature". It is a sales lever during the busiest times.
Between 4 p.m. and 7 p.m., we see that online orders are significantly larger on average. This is when a webshop makes the difference: customers choose when it suits them best, plan ahead and order more.
Practical tip: allow customers to place orders even when you are closed.
What many businesses underestimate is that online ordering does not stop when your business is closed.
Our data shows that consumers:
Place their order in the morning before opening time
Plan ahead for the evening
Make their choice when they have time, not when it is busy
By actively promoting online ordering, even outside your opening hours, you shift the purchasing process forward. This also generates additional revenue that would not otherwise have been generated.
When customers order online in advance, not only does what they order change, but also how your business operates.
Any pre-placed order:
no longer needs to be recorded on site
requires less explanation or repetition
enters your system in a clear and structured manner
The result is less noise during peak hours. Your team can focus on preparing and picking up orders, rather than taking orders. A web shop is therefore also about peace of mind, clarity and control over the flow in your business.
An additional advantage that is often underestimated: orders placed via your own Unipage webshop are commission-free.
When you collaborate with external ordering platforms, you usually pay a percentage per order or a fixed fee per order. This can quickly add up, especially for larger orders.
With your own Unipage webshop, you retain all of your revenue. This not only increases your revenue potential, but also your profitability per order.
And there is another advantage that is often overlooked: visibility.
With a webshop, you can build a real online presence. You can:
Be easier to find when people search for your business or menu
Share promotions and menus more quickly via social media and advertisements
Build a customer base to send newsletters to, for example
Become less dependent on platforms that take commissions
A webshop is not just a digital menu. It is a way to influence customer behaviour and shift orders to the front end. This makes it easier for the customer and more manageable for your business.
The question is not whether you need a web shop. The question is whether you are giving your customers the opportunity to order more today.
Want to get started with online ordering? Discover how the Unipage webshop helps you get more out of every order: Click here
For fast in-store orders, the Unipage kiosk is also an ideal solution to reduce pressure during peak hours: Click here
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