The transformation caused by the growth of e-commerce is profoundly changing the channel through which consumers seek to acquire many tangible products, such as lawn mowers. E-commerce worldwide generated USD 1.3 trillion in sales in 2014, reaching USD 4.4 trillion by 2023, a figure likely to increase by the end of 2028 to USD 6.8 trillion, accounting for nearly a quarter of all its retail sales.
The increase in the numbers can also be attributed to the overall shift in consumer behavior, with a majority showing a strong preference for the convenience, variety, and transparency that the virtual market provides compared to physical market interactions, even in the lawn mowers market segment.
(Source: Forrester)
Consumers Are Buying Big Ticket Items Online Too
Initially, people used physical stores to buy valuable, bulky goods like a lawn mower because of the need for inspection before making a purchase. However, this behavior has been affected by the emergence of e-commerce.
It is documented in some literature that currently, 70% of consumers have continued to engage in more online shopping after the pandemic, citing factors such as simplicity/timing, although this also involves bulky or seasonal items.
(Source: Meteor Space)
The Role of Reviews, Ratings, and Digital Information
According to insights into e-commerce strategies, 47% of online shoppers read through the reviews of a product before making a purchase, while 63% are more likely to buy a product if online reviews or ratings are available.
In the case of lawn mowers, specific features such as engine power, the life of the battery, and cutting width, the bounty of information clears uncertainty and in-stills confidence in making online purchases.
(Source: Embitel)
Direct-to-Consumer (D2C) Channels Build Brand Loyalty
D2C models provide lawn mower brands with an opportunity to connect with the final customer directly without depending on traditional intermediaries. Through their own website platforms, lawn mower manufacturers can create exclusivity in product offerings and promotional schemes that can be highly customer-centric. D2C models can also enable brands to gain valuable customer-related information that can otherwise be difficult to obtain. This can enable brands to differentiate themselves over time in such a highly competitive category as lawn mowers.
Case in Point: Robotic Mowers Online Adoption
Even high-tech products like robotic lawn mowers, deemed to be in the realm of niche marketing, are now becoming more online visible thanks to the influence of e-commerce marketing and D2C marketing. “Global robotic lawn mower adoption rates remain low, with penetration rates remaining at less than 3% of U.S. households despite generating close to 60% of overall sales for lawn mowers globally.”
Online visibility has helped various niche market players generate more interest as brands like Segway’s Navimow took time to launch online its “i-Series” of robotic lawn mowers as well as its X3 series, even participating at tech expos like CES 2025 before launching them in general markets.
Seasonal Peaks Get Amplified Online
E-commerce can likewise amplify the seasonality of the demand for lawn mowers. At last winter or early spring season, when consumers plan to buy new lawn mowers for spring season, they would find information from the retailers that are available digitally. E-commerce retailers can promote their product through a sale or offer that comes up during the spring season or holiday season.
Challenges Remain - but Digital Tools Help
Shipping a big, weighty lawn mower remains a more complex task when comparing it to electronics. For that reason, e-commerce businesses are applying different solutions to make the return services as smooth as possible. At that point, they are trying to adopt or utilize different applications of augmented reality that present videos for customers to lessen their hesitation.
What This Means for Buyers and Sellers
For consumers, this blend of e-commerce and D2C channels translates into more convenience, more options, and more information. Consumers can research, compare, and shop for lawnmowers, from conventional walk-behind lawnmowers and innovative robotic lawnmowers, without having to move from their homes.
For lawnmower manufacturers, this blend of channels translates into greater brand engagement, brand loyalty, and more information, helping them innovate for greater efficiency in marketing their lawnmowers.
(Source: Kr Asia)
Conclusion
E-commerce/traditional D2C models are changing the research, purchasing, and post-purchase support landscape for lawn mowers. Hence, lawn mower companies are increasingly adopting new selling models that are digitally led, along with expedited shipping options, which will only increase in the coming future, especially with the rise of the default internet shopping experience, even for bulky lawn equipment, the lawn mower market will increasingly adopt direct customer engagement models, data-driven promotions, flexible selling strategies, etc.
FAQs
- How has online retail affected lawn mower buying?
Ans: This positive growth in the overall global online retail market has prompted consumers to buy home and household appliances, such as lawn mowers, through the economic advantage of online shopping.
- Do consumers trust e-commerce for big items?
Ans: Yes, according to a study, online reviews can affect nearly half of every purchase decision made, along with escalating online purchase habits even after the actual pandemic.
- What advantage does D2C offer lawn mower brands?
Ans: D2C facilitates the direct connection to customers for exclusive offers and information pertaining to the purchase of their products and services.
- Does online shopping amplify seasonal demand?
Ans: Yes – running a digital campaign during a peak season can translate into more online orders than a retail sale might generate in a similar manner and timeframe.
