E-shoppers in 2019 Barometer Contents

4 Editorial 10 The aficionado e-shopper 16 A rich and dynamic online life

6 Regular e-shoppers 17 Preference for the parcel shop 12 The epicurean e-shopper 8 E-shopper profiles 17 The opportunity of a greener e-commerce

18 Key take-aways 14 The eco-selective e-shopper 19 About DPDgroup

E-shoppers in Europe | 2019 Barometer 2_3 Editorial

In Europe e-commerce remains strong, and convenience is key.

“For the past several years, the The 2019 e-shopper barometer DPDgroup e-shopper barometer also provides exclusive, in-depth report has revealed the behaviours insight into three e-shopper profiles of Europeans who buy online, as well with specific attitudes, tastes and as the major trends that are shaping behaviours that, together, paint a the e-commerce industry. It remains compelling picture of the future the largest and most complete survey market and suggest some of the on e-shopping and cross-border diverse opportunities for growth e-commerce ever conducted. and innovation that lie ahead.”

This year, our report confirms the Jean-Claude Sonet, strength and stability of the European Marketing Director, e-commerce industry. While each DPDgroup country maintains its own individual specificities, Europeans on the whole have embraced e-shopping and welcome its time- and money-saving The 2019 DPDgroup e-shopper barometer report was conducted by GfK benefits. Most of all, they appreciate from 27 May to 10 July 2019. The data were gathered through blind (blind: the convenience that shopping interviewees are unaware of who requested the study), online interviews online provides. As this report reveals, with 24,258 participants across 21 European countries (, , convenience lies at the very heart , , , , , , Ireland, , of the e-commerce experience. , , , , , , , , The industry’s continued success , , UK) and . Between 800 and 1,515 participants largely depends on ensuring that this were interviewed per country. All participants, aged 18 or over, had ordered experience is consistently positive for physical goods online since January 2019 and then received a parcel. For the all e-shoppers from start to finish. consolidated results at the European level, weighted statistics were applied to each country to reflect the correct proportion of e-shoppers between the European countries.

This brochure and a comparison tool are available online at dpdgroup.com. The full report is available upon request.

E-shoppers in Europe | 2019 Barometer 4_5 Regular

e-shoppers Top interest for delivery preferences

86% 18% 17% “Today’s e-shoppers are that their most recent online Preferred The cornerstone and driving delivery Real-time info sending a clear message: force of the e-commerce shopping experience was easy. locations on delivery . convenience is king industry in Europe is the regular This is especially evident when it comes to delivery. e-shopper. Representing 45% Regular e-shoppers are of online purchasers, this group Top categories Home Parcel shops Post office hungry for services that keeps the market strong and purchased online will enable them to tailor stable and is responsible for Several delivery their delivery experience options 85% of online market volume Among the key characteristics of location but parcel shops are to suit their needs, which in Europe. The habits, tastes regular e-shoppers is their rich their second choice, which is why options like realtime 58% online life, which includes, but is demonstrates their desire to delivery information, and preferences that regular fashion have their goods delivered as multiple delivery choices, e-shoppers exhibit are critical not limited to, e-shopping. This conveniently as possible. These advanced notifications to understanding the state of group is active on social media, and one-hour delivery are makes regular use of mobile shoppers want a tailored delivery Select day and the e-commerce industry today, one-hour window all very popular. Making 49% devices and enjoys both reading experience including services delivery in advance the delivery experience keeping in mind that while many shoes and leaving online feedback. such as accurate and real-time as convenient as possible of these behaviours apply to delivery information, multiple improves overall customer all or most European markets, In fact, well over half of them delivery options, the flexibility satisfaction and benefits each country naturally has choose websites based on social the entire industry.” to reschedule and a one-hour its own specific patterns and 46% media and influencers. They are also receptive to loyalty window of delivery. As for Karen Thouret, characteristics. books Possibility to reschedule Key Account, Digital and schemes: nearly one third of returns, the general opinion is delivery e-commerce Manager regular e-shoppers belong positive, but there is nonetheless SEUR Broadly speaking, European room for improvement: regular e-shoppers have to an online retailer’s loyalty 60% several years of online shopping programme. feel that their most recent experience. Most of them 62% returns experience was easy. have purchased from a foreign purchase When it comes to delivery, cross-border Next day delivery website, especially from those regular e-shoppers are generally located in other European positive about their experience, countries. They are most likely with 78% considering the 67% 60% delivery of their latest online to shop online for fashion, from from purchase was easy. Home followed by shoes and books, within EU remains their favourite delivery and an impressive 78% consider Know the exact one-hour window of the delivery Cross-border purchases

E-shoppers in Europe | 2019 Barometer 6_7 E-shopper profiles

With its in-depth knowledge of the e-commerce industry and successive comprehensive studies of European e-shopping habits, DPDgroup has identified three The aficionado The epicurean The eco-selective major emerging segments e-shopper e-shopper e-shopper of e-shoppers that provide valuable insight into the “I love to shop online. I spend a lot of time on “I like the benefits that e-shopping offers. “I care about the impact of my purchases. e-shopping behaviour of the internet and social media, which I often I’m a busy person, but if I can find the right The environment is a top priority for me, and 22 different countries. Based use to research the products I’m interested product at the right price online, then I’m I want to do my part to preserve it for future on a series of indicators in and to leave feedback. Having the global happy to buy it. It’s true that e-shopping generations. I buy certain goods online, but including online purchasing marketplace at my fingertips is exhilarating, saves time and hassle, which I appreciate. there are categories that I would never buy frequency, barriers to online and I really enjoy the convenience of being I expect the process to be simple, though. because of their negative social or ecological able to shop from my phone or computer If it’s too long or complicated, then I won’t footprint. When I do buy online, I prepare purchase, website loyalty, and then have my purchases delivered to make the purchase. For me, shopping should my purchase carefully. Social media sites are cross-border purchasing and the location that I prefer. By shopping online, be a pleasure, so I research products before helpful and I pay attention to other shoppers’ shopping attitudes, DPDgroup I can find bargains, save time and skip the I buy them, and I only choose e-tailers with recommendations, which I trust far more has established the following stress of going to the store. I definitely expect good reviews. I also want to know who the than advertising. I like good deals, but I would segmentations: to continue and do more e-shopping in the delivery company is in order to be sure of the be willing to pay more for services that are future.” quality of service.” environmentally friendly.” • The aficionado • The epicurean Aficionado e-shoppers are: Epicurean e-shoppers are: Eco-selective e-shoppers are: • The eco-selective e-shopper • Very frequent e-shoppers • Keen on a pleasurable e-shopping • Occasional e-shoppers • Digitally savvy experience • Concerned about the environment • Adept at cross-border buying • Medium frequency e-shoppers • Ready to pay a premium for greener services • Looking for tailored delivery options • Selective in their purchasing choices • Looking for flexibility and multiple delivery • Sensitive to reviews and recommendations options • Highly demanding in terms of delivery and returns

E-shoppers in Europe | 2019 Barometer 8_9 The aficionado e-shopper “For aficionado e-shoppers, online buying is a way of life. This group represents the thought leaders and trend setters— Looking ahead, those whose enthusiasm there is a chance moves the industry Representing 13% of that this group will forward. Confident and the sample, aficionado connected, aficionado automatically grow as e-shoppers make 34% of all e-shoppers expect a 37% regular online shoppers online purchases and show have ordered smooth, hassle-free fresh food and gain experience a marked preference for e-shopping experience, beverages and confidence in hence their high interest online compared to in-store e-shopping. Indeed, in services for a faster, buying. As its name implies, the most probable smoother and more this group knows the ins and convenient experience. Members of this group are scenario is that some outs of e-shopping thanks Interestingly also, very frequent buyers whose regular e-shoppers will to many years of experience aficionados’ active online purchasing volume far adopt the e-shopping lifestyle and affinity for but more particularly to the exceeds that of the average experience as a way technology make them frequency of its purchases. e-shopper, reaching 8.1 of living, the online all the more likely to be Composed primarily of early adopters of new and parcels over the past month. purchases becoming urban, younger women living innovative e-shopping Attracted by good deals, Connected and tech savvy, in loyalty schemes, with part of their daily in three or four-member services.” aficionados look forward to aficionados are highly active 39% having signed up for a routine. This group’s households, aficionado big sales events such as Black on social media and very loyalty programme, meaning connected lifestyle Hervé Crochet, e-shoppers are especially Group Strategic Friday, but the main reason often consult and provide they are more likely to prefer and power of influence present in the Czech Account Manager they love to shop online is feedback about their websites they already know if mean that it will likely DPDgroup Republic, Lithuania and, to a the time it saves and the purchases. Their familiarity provided with an incentive. remain one step ahead lesser extent, Hungary, Italy stress it avoids. Aficionado with online shopping makes of other e-shoppers and Latvia. e-shoppers are so passionate them more likely than most and will continue to about online shopping e-shoppers to seek out the set the pace for digital that they buy all kinds of products and prices they 73% trends while inspiring have e-shopped products on the internet, want from a wide variety of flexible delivery services 67% from a foreign started e-shopping including far more fresh food websites, including those website that can accommodate more than 5 years ago and beverages than other located abroad. Members of its high purchasing e-shoppers. this group are also interested frequency and volume.

E-shoppers in Europe | 2019 Barometer 10_11 “For epicurean e-shoppers, convenience is the The epicurean bottom line. Their purchasing habits may be e-shopper Looking ahead, epicurean less intense than those of e-shoppers’ growth aficionado e-shoppers, hinges on experience, but they truly appreciate whether that experience the possibilities that e-commerce provides is their own or that of their and find online shopping relatives and co-workers to be a very attractive they read about on social alternative to the in-store Representing a larger sample Epicurean e-shoppers media. Regardless of their experience in terms of need for reassurance, variety, availability, price, than the “aficionado” profile, tend to be women, with a and time. The key to epicurean e-shoppers slightly higher income than e-shopping is clearly an retaining this group is to account for 15% of European average, urban and under activity members of this encourage their enjoyment e-shoppers. This group is less 40. They are very active and group appreciate and by making the process as experienced than aficionados, say they are willing to pay a intend to do more of. In smooth and convenient as fact, epicureans consider possible, while avoiding any with many having begun to premium for services that recommendations of family, deterrent to their willingness disappointment that could buy online less than five years would make their daily life friends and colleagues on to buy cross-border. In terms online shopping to be cause them to question ago. However, their recent easier. They enjoy e-shopping social media influence their of delivery, epicureans look so effective at saving the pleasure of online discovery of e-shopping for its convenience, with decisions. This group may for rapid delivery, while a time and money that shopping.” does not prevent them from 92% saying it saves time, also return the favour: 78% longer delivery time is a they actually buy more categories of goods online Jolien Coussé, embracing this way of buying. 84% feeling it saves money, publish or provide post- barrier to purchase, second Marketing Communication They receive an average and another 84% stating purchase feedback. This only to negative social media than average e-shoppers Specialist number of parcels: 3.5 per the convenience of online also means while positive buzz and is a leading cause and 76% feel they can DPD Belgium month. What makes them buying outweighs the trouble reviews can attract epicurean for cart abandonment. e-shop for nearly all of “epicurean” is their desire for of returning purchases, e-shoppers, negative ones Finally, this group is the products and services ease, simplicity and personal meaning they intend to will push them away. demanding when it comes they need. With 81% enjoyment they expect in the buy even more online in to delivery quality, with 77% considering their most e-buying experience. the future. This group is Very price-oriented, considering it important to recent online experience very connected, which epicurean e-shoppers search know the delivery company. as positive, the future of enables them to decide for good deals. This brings this group looks bright, as whether or not to buy: most them to buy from foreign long as their purchasing of them look for reviews websites more often than experience remains For 85% and recommendations the average e-shopper, as 31% enjoyable and if they have live in a city, a long delivery averaging a before purchasing. They long as there are no hidden a delivery and return household of time is a barrier 3 people pay attention to social fees: additional costs after to e-shopping service that does not media, and 45% say the check-out would be a disappoint.

E-shoppers in Europe | 2019 Barometer 12_13 “Eco-selective e-shoppers The eco-selective are indicative of a sea of change taking place in greater society as e-shopper the environment becomes a top-of- mind concern Looking ahead, for all generations. These environmental awareness consumers are becoming is likely to increase among more aware of the the general population, impact that their actions This environmentally-aware thus leading to a growing have on the ecosystem group represents 17% of and are paying closer share of eco-selective European e-shoppers. 85% attention to their choices. confirm there are e-shoppers in the Although 69% have been The emergence of this products they’d e-commerce market. shopping online for more never buy online buyer profile heralds the While good deals will mainstream arrival of than five years, eco-selective products whenever often looking for reviews or undoubtedly remain a eco-conscious buying e-shoppers are occasional habits, which is further in Western Europe, while in possible. This focus on the requesting recommendations major motivating force shoppers who claim that evidence that the industry Central and Eastern Europe environment may explain the online before making a for shoppers in this group, there are certain products has everything to gain from they are for now present more restrained shopping purchase. They frequently making e-commerce a that they would never buy becoming a greener place.” in Poland, but much less in behaviour of eco-selective return to brands that sustainable and green online due to their negative other countries. e-shoppers, who receive they trust and rely on the industry is clearly a Dominique Mamcarz, environmental or social CSR Director 3 parcels per month, fewer opinions of their relatives necessity in order to retain impact. Primarily urban DPDgroup As its name implies, than the average European and colleagues on social and grow this group of and slightly more female the buying habits of this e-shopper. They also buy only media or word-of-mouth. e-shoppers. Eco-selective than male, eco-selective eco-selective group convey a narrow range of categories Paradoxically, this group’s e-shoppers are willing e-shoppers are high income a marked concern for the and rarely shop for fresh food sensitivity to environmental to pay more for eco- earners who tend to be environmental repercussions and beverages online. and social issues makes 52% friendly options, even older than the average of online shopping. For of its members willing to if there is no certainty European e-shopper. They 87% of them, brands and This group’s cautious pay a premium for products that they will respond are well-represented mostly companies today must have approach to buying leads and services that respect the by increasing their responsible and sustainable them to prepare their environment, yet 75% are purchase volume. Perhaps actions, while 58% say that purchases carefully, always on the lookout for more importantly, they are concerned about good deals and 69% have the development of 52% the impact of e-commerce purchased from foreign sustainable services and would like to know on society, and 63% say websites, especially China, practices will benefit the delivery company at the moment of that they make sure to buy 51% purchase actively prepare regardless of the ecological more greatly society and environmentally friendly their online purchase and social impact of doing so. the planet as a whole.

E-shoppers in Europe | 2019 Barometer 14_15 The opportunity “In Europe and despite the specificities of each country surveyed, we find common ground in e-shoppers’ attitudes and behaviour. For instance, of a greener e-shoppers see e-commerce as a way to simplify daily life and save money. They are also active on the web notably on social media. Finally e-shoppers e-commerce are more aware of the environmental impact of e-commerce and expect Carmen Cureu, responsible actions on the part of brands and companies.” Preference for Marketing With the issue of climate change gaining Research Director importance in the public mind, consumers DPDgroup the parcel shop around the world are becoming increasingly As e-shopping grows in popularity environmentally-aware and are making purchasing among European shoppers, there decisions accordingly. This trend includes the has been a gradual shift in delivery e-commerce sector, where eco-selective preferences in favour of parcel shops. e-shoppers demonstrate their concern for the Thus, while home remains in the environmental impact of their consumption A rich and dynamic lead, parcel shops rank on average both through the products they choose and the as European e-shoppers’ second expectation they have for companies to do their online life preferred delivery location and, with part to be responsible. respect to local specificities, has E-shopping is but one recommendations. Eager to eclipsed the post office for the first Ecological awareness and digital engagement often facet of the diverse online help other shoppers make time in four years. go hand in hand, meaning that e-shoppers are using activities that today’s regular informed decisions, they their mobile devices to research the environmental e-shoppers enjoy. Tech-savvy frequently provide and share This change is indicative of a broader credentials of the products they desire before and connected, e-shoppers, post-purchase feedback demand for convenience in the purchasing. Despite a certain ambiguity when as a whole, are frequent online. Epicurean e-shoppers e-shopping experience. Among it comes to bargains versus sustainability, both users of mobile devices, are are especially attentive the primary motivating factors epicurean and eco-selective e-shoppers are active on social media sites to influencers and online to engage in online shopping is a particularly sensitive to environmental topics and such as Facebook, YouTube opinions when preparing to marked appreciation for the ease tend to read up on their desired goods before and Instagram and are often make purchases. and flexibility that it offers, and this buying them. attracted to online loyalty desire for convenience from start to programmes. Aficionado E-shoppers’ interest in finish clearly includes the notion of Moreover, this desire for sustainability encompasses e-shoppers in particular are reading user comments proximity. Thus, while e-shoppers services as well as products: eco-selective adept at using multiple social ahead of buying makes prefer to have their parcels delivered e-shoppers are ready to pay more for eco-friendly media sites to follow their them particularly sensitive to their front door, they also welcome services, while epicurean e-shoppers are willing favourite brands and manage to negative reviews. Bad the possibility of retrieving their online to pay a premium price for services that will make their personal online visibility. buzz can thus spell disaster orders from a convenient location. their lives easier. As the sustainability market grows, for e-tailers, especially if the driven in particular by millennials, there is a clear Social media platforms are criticism multiplies, or worse, As last mile services continue to opportunity for the entire e-commerce industry among the primary means goes viral. This is particularly develop, facility and proximity are to reassure these e-shoppers by embracing an by which regular e-shoppers true of eco-selective critical to success. E-shoppers expect ecological mindset and proposing greener services. obtain information prior e-shoppers who cite bad multiple delivery choices and remain to purchase, with the opinion of fellow shoppers extremely receptive to helpful delivery majority choosing websites on social media as their n° 1 services such as real-time information, based on reviews and reason not to buy online. next-day delivery, rescheduling options, advanced notifications and a one-hour window selection.

E-shoppers in Europe | 2019 Barometer 16_17 About Key take-aways DPDgroup DPDgroup is Europe’s second largest parcel delivery network. DPDgroup combines E-shoppers expect e-commerce to be environmentally responsible innovative technology As climate change gains greater importance, a minority of buyers actively choose and local knowledge to online purchases with a low environmental impact, while a greater number of provide a flexible and e-shoppers expect responsible actions on the part of brands and companies. user-friendly service for both shippers and shoppers. With its Parcel shops now rank on average as the second preferred delivery location in Europe after home industry-leading Predict service, DPDgroup is As e-buyers look for greater ease and convenience in the e-shopping process, setting a new standard for they are choosing parcel shops more often for delivery based on their location. convenience by keeping customers closely in E-shoppers want rapid delivery with multiple options touch with their delivery. A smooth online experience coupled with the ability to tailor fast delivery can influence the choice to purchase; longer delivery periods may be a barrier and With more than 75,000 cause for cart abandonment. delivery experts and a network of more than E-shoppers actively look cross-border for good deals online, 42,000 Pickup points, as long as no extra fees apply DPDgroup delivers 5.2 million parcels each Bargains and good deals take priority over all other criteria. This is indicative for the eco-selective e-shoppers who purchase outside of Europe despite the ecological day through the brands consequences of doing so. DPD, Chronopost, SEUR and BRT.

E-shoppers are developing a rich online life beyond DPDgroup is the parcel the click-to-purchase moment delivery network of Active on the web, today’s e-buyers use social media to research products prior GeoPost, which posted to buying and share post-purchase experience for others. These connected habits will influence tomorrow’s e-commerce landscape. sales of €7.3 billion in 2018. GeoPost is a holding company owned by Le Groupe .

E-shoppers in Europe | 2019 Barometer 18_19 For more information, please consult our site dpdgroup.com/e-shoppers

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