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E-Shoppers in Europe 2019 Barometer Contents E-shoppers in Europe 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 (Austria, Belgium, convenience lies at the very heart Croatia, Czech Republic, Estonia, France, Germany, Hungary, Ireland, Italy, of the e-commerce experience. Latvia, Lithuania, Netherlands, Poland, Portugal, Romania, Slovakia, Slovenia, The industry’s continued success Spain, Switzerland, UK) and Russia. 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 China 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.
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