By Josh McQueen, Vice President of Marketing and Product

I can’t remember the last time I set foot in a supermarket.

When I need to order groceries, I simply open the app of my favorite store, select items, pay, and place an order for delivery. This convenient eCommerce option saves me time every week from walking into a crowded store to compare prices and make selections. In fact, this option results in me spending more due to the app’s subscription fee and the tip for delivery.

But eCommerce hasn’t only affected grocery stores. Online shopping sales have skyrocketed to over $1,102.2 billion dollars in 2023. From ordering groceries to buying (nearly) everything off Amazon, eCommerce in the U.S. is here to stay.

And people have begun to expect this digital option in all industries, including the funeral profession.

In a funeral consumer survey our team conducted with McKee Wallwork + Co., 36% of respondents said they were comfortable planning a funeral online – a 44% increase since 2011. And 45% of respondents said they would likely prearrange and prepay for their funeral in the future.

This data reveals that your families are ready to arrange, plan, and pay for their funerals online. Not only do they want convenience, but they also like to explore their merchandise and service options.

And guess what? We’re not just talking about direct cremation families.

The misconception starts here

“eCommerce is only for direct cremation families.”

This myth started because direct cremation providers were looking to add efficiencies to their processes in order to keep their prices low. Somehow, along the way, this evolved into the mindset that only those looking for direct cremation want the convenience of technology.

So, it’s not surprising that many funeral professionals think that by offering an online planning and funding option for funeral plans, they’ll only attract families who want the $1,000 direct cremation option.

The truth is, we can no longer assume “penny pinchers” are the only ones searching for online planning options.

Myth busted

“So, are you saying that eCommerce is a real option for all planners, not just direct cremation families?”

I am most definitely saying that.

As mentioned previously, 36% of people are comfortable planning a funeral online, and 45% of respondents said they would likely prearrange and prepay for their funeral in the future. Yet, many funeral homes don’t have an eCommerce option. But your competition might.

Low-cost cremation providers were the first to start using online sales. To make matters worse, almost all low-cost cremation providers promote direct cremations without a service. Since they’re the only ones offering the eCommerce option, online families (who would’ve otherwise been open to other disposition and service options) have no choice but to preplan with a provider that only offers direct cremation.

That means if you don’t have an eCommerce tool right now, you’re missing out on serving these online families. And you may not even realize it.

What you can do

The first step is becoming aware of this disconnect between families and their planning preferences. The second step is to start researching eCommerce tools so you can start serving families in the way they prefer.

For example, Arrangement Guide (our tool we created in partnership with Funeral Directors Life) shares the value of a funeral with families and walks them through the planning process step by step, including selecting merchandise and plans with your funeral home.

This method guides families so they understand the benefits of planning a healing and meaningful funeral or memorial. And the process works. In fact, the largest contract completed online through our tool was over $19,000. It’s not solely for the budget-friendly buyer. 😉

💡 Pro tip: If your goal is to increase sales, try educating your families about funerals. Once they understand the value, they might be more willing to spend a little more.

eCommerce for everyone

In short, not all online shoppers want a direct cremation, so they shouldn’t have to settle for one.

All families in your community deserve to be served by your funeral home, whether they decide to preplan in person or online. So, give them the eCommerce option, offer more than direct cremation, and start serving families in new ways.

And if you disrupt low-cost cremation providers in the process, even better.

P.S. You might’ve also heard that “eCommerce takes the funeral director out of the planning process” and are wondering how true it is. Well, that’s a topic for a different day.

Learn more about consumers and their preferences here: https://www.passare.com/blog/an-overview-of-todays-families .

And discover Arrangement Guide, the online planning and funding tool we created in partnership with Funeral Directors Life: https://www.funeraldirectorslife.com/arrangement-guide/

More articles about integrations

The Power of Website Integrations: 3 Key Benefits Revealed

What in the World is a Public API?

3 Payment Integrations Every Funeral Home Should Be Using