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E-Shopper Barometer Report 2017

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E-Shopper Barometer Report 2017 E-shopper barometer report 2017 1 Summary E-shopping has become a well-established practice in Europe. As the 2017 DPDgroup E-shopper barometer* report shows, trends and behaviours may vary from country to country, but European e-shoppers in general are becoming more confident, are buying more online, and are willing to shop further afield. They appreciate new technologies and value convenience and flexibility at every step of the process. Perhaps most importantly, the overwhelming majority claim that their last experience was both positive and easy. Market overview 3 1 Share of online shopping in Europe 4 Purchase volume 5 Product categories 6 Market overview This section focuses on the shoppers) drive the market trust, regardless of product Shopping habits 7 state of e-shopping among as they account for 86% of all category. Most of those who 2 Payment methods 8 Europeans in 2017. In Europe, e-purchases. While multiple have recently made an online Delivery 9 *The 2017 DPDgroup E-shopper barometer report was 54% of e-shoppers currently devices are used to shop purchase are satisfied with the Devices used to order 10 conducted by Kantar TNS from 1 June to 3 July 2017. The data Choice of e-tailer 12 buy online at least once a online, smartphones are an experience: 80% consider it to were gathered through blind (blind: interviewees are unaware month, a growing trend in increasingly frequent choice, be positive, and the number of who requested the study), online interviews with 24,871 nearly every country. As a especially among heavy of shoppers who are willing Cross-border trends 13 participants across 21 European countries (Austria, Belgium, Croatia, Czech Republic, Estonia, France, Germany, Hungary, whole, e-shoppers make buyers and millennials (ages to stop buying online has Key cross-border facts 14 3 Ireland, Latvia, Italy, Lithuania, Netherlands, Poland, Portugal, Countries of origin 15 11.3% of their purchases on 18-34). Today’s e-shoppers dropped by 3% vs. 2016. Romania, Slovakia, Slovenia, Spain, Switzerland, UK) and the internet. Heavy buyers are loyal and tend to choose Cross-border buyer profile 16 Russia. Between 800 and 1,582 participants were interviewed Cross-border potential 17 per country. (the top one third of all online e-tailers they know and All participants, aged 18 or over, had placed at least one Key take-aways 18 order for physical goods online since January 2017 and then received a parcel. For the consolidated results at European About DPDgroup 19 level, weighted statistics were applied to each country to reflect the correct proportion of e-shoppers among the various countries studied. As a new participant in the study vs. 2016, Russia has not been included in the consolidated results for accurate comparison between 2016 and 2017. The full report is available online at dpdgroup.com 2 3 1 Market overview Share of online Purchase volume shopping in Europe Heavy buyers drive the e-commerce market, while opportunity lies in small buyers. The survey divided e-shoppers e-tailers would do well to focus on purchases per year on average into three categories, weighted attracting repeat customers. include Estonia (12 purchases), for each country: heavy buyers, Heavy buyers from countries such the Czech Republic, Slovenia, medium buyers, and small buyers, as the UK, Poland, Russia, and Italy Lithuania, and Croatia (13 purchases), each accounting for one third of all make the most orders per year, with and Slovakia (14 purchases). European e-shoppers. In 2017, heavy UK shoppers at around 47 purchases In general, millennials do a higher buyers, the third who self-report as per year1, followed by Poles at 34 proportion of their total shopping making the most purchases online, purchases, Russians at 31 purchases, online in almost every product represented the vast majority (86%) of and then Italians at 30 purchases. category. all online purchases, suggesting that Heavy shoppers who make fewer 1 Annual number of purchases (median) by category Heavy buyers from these countries make the most orders per year 47 34 31 30 E-shopping has become a well-established practice UK Poland Russia Italy in Europe and is growing in most countries. E-shoppers in Europe make 11.3% overall share, the UK is the leading % of their total purchases online. Over e-shopping market in Europe, as well half of them (54%) are regular buyers, as one of its fastest-growing. 80 E-shoppers tend to buy from websites they have meaning they buy online at least once E-shoppers are generally satisfied, already used, regardless of product category, per month. In most countries, the with 80% of them considering their E-shoppers share of regular buyers is increasing. most recent online purchasing satisfied because they trust them. In light of this, the first This means that as e-shoppers gain experience to be positive and 74% experience is key. trust in the online buying experience, saying it was easy. In 2017, 3% fewer they tend to purchase more often. shoppers declared themselves However, not all countries are willing to stop buying online % adopting this new way of shopping compared to 2016. at the same rate: Italy, Spain, Austria, 74 and Russia are embracing it faster than countries such as Latvia and saying it Estonia. Accounting for 13.7% was easy 4 5 Market overview Product categories Fashion, books, and shoes top all e-shopper purchases. Fashion remains the leading product degree of maturity varies according to home appliances) show the best category that e-shoppers order: country: leisure purchases are highest chances of attracting new online 20% of purchases are made online. in Austria, car equipment purchases buyers. Interestingly, buyers of a While fashion, books, and shoes are lead in Poland, and fresh food and given category are likely to buy from a the main products chosen, their beverage purchases are particularly similar one (e.g.: medicine and beauty/ growth is less intense than that of developed in the UK. health care are often purchased by other categories due to maturity In terms of growth potential, books, the same buyers). (they are well-established with little high-tech/electronics, and household room to progress). Each category’s products (e.g. small furniture and Around of all e-shoppers have ordered fresh food and beverages online. Most of them (11%) buy from this product category regularly, at least once per month. The UK is a particularly active market in this respect, with 27% of e-shoppers having already 14% made at least one purchase from the fresh food and beverage category. Shopping habits This section addresses the essential factor in making Therefore, in order to develop behaviour of online shoppers online purchases. Social media e-commerce and meet in 2017 and the various, related use by e-shoppers is on the customer expectations, trends. Most online purchases rise, amplifying the persuasive e-tailers need to think local are still made on a laptop or power of internet advertising to maximise opportunities. desktop computer. E-shoppers and influencers. Flexibility is also key: most buy from multiple devices, Each European country e-shoppers say next-day increasingly from smartphones. has its own specific habits, delivery, real-time tracking, and Of those surveyed, 43% said with delivery and payment the option to reschedule are that they consider a mobile- preferences varying widely likely to incite them to purchase. friendly website to be an from one place to the next. Fashion Fashion, books, and Books shoes top all e-shopper Shoes purchases 6 7 2 Shopping habits Payment methods Delivery A positive delivery experience is key to retaining e-shoppers ROMANIA BELGIUM looking for choice, convenience, and flexibility. SLOVENIA Mister Cash CASH-ON-DELIVERY SLOVAKIA E-shoppers want flexible, trustworthy, e-mail), flexible delivery times convenience, and transit time. In and above all convenient delivery (evenings, Sundays) and the ability to order to develop online transactions, POLAND methods. While home remains by far plan or reschedule deliveries. Around the returns process must be easy AUSTRIA the most frequently chosen delivery 79% of e-shoppers claim that being and clearly explained in advance, location (81%), interest is rising in able to choose the day and exact especially for categories like fashion, SWITZERLAND alternative locations such as parcel 1-hour timeslot of delivery would shoes, and heavy furniture. NETHERLANDS PAY BY INVOICE shops and retailer stores. make them more likely to purchase. Finally, as with payment methods, There is a growing appetite among Having no hidden fees added to each country has its own behaviours e-shoppers for innovative delivery the final product price is also very and preferences. E-tailers must adapt options and services, particularly important. to local markets and offer multiple in terms of transit time (next-day Shoppers want to choose the mix delivery options. PAYMENT delivery), real-time tracking (SMS, that best suits them among flexibility, METHODS EUROPE E-TAILERS CLEARLY MUST OFFER A LARGE SET OF PAYMENT OPTIONS AND ANALYSE LOCAL TRENDS IN ORDER TO MEET CUSTOMER EXPECTATIONS AND INCREASE SALES. E-shoppers have very different habits related to payment methods. Growth potential In Europe, digital wallets like PayPal Hungary, the Netherlands, and methods, among them iDeal and AliPay are the preferred means Portugal rarely use credit/debit cards; in the Netherlands, Mister Cash Czech Republic Estonia France of payment for online shopping, cash-on-delivery is a very important in Belgium, and Payu in Poland. % % % followed by Visa, Mastercard and way to pay in Romania, Slovenia, and E-shoppers tend to have 39 % 80 % 58 % have used retailer have used retailer have used retailer other credit/debit cards.
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