European e-shoppers in 2019 European results DPDgroup Barometer
DPDgroup e-shopper barometer - Methodology Sample type Study scope E-shoppers of 18 25,000 online Agency Sample Fieldwork years and above, who interviews size per have received a in 21 European GfK June 2019 countries, parcel following an country Russia & Brazil online purchase. 800 to 1,500 A representative sample per country was used based on gender, age, region and income . 2
Regular e-shoppers – the backbone of e-commerce
Regular e-shoppers make 85% of all online purchases They mainly 13.5% buy online of their purchases are 85% made online of all online purch chas ases s 78% are made by They 67% 45% of have already Europe e-shopp opper ers, s, bought online from consider that making the regular ular foreign gn websi bsites es their last st online e ones 60% purch chas ase was easy China 4
Regular e- shoppers’ attitudes at a glance “ For me , , shopping ng onlin line e 67% 80% saves es 66% 66% money” “I think shopping online strongly reduces the “ I consider that shopping stress of buying in stores” online saves time” 70% BUT only… 50% “I make sure to buy environ ronmen entall tally frien endly ly products ts when possible” “I consider that bran ands ds and d compan panies es 43% “I am willing to pay a p premium have e to be environme ronmental tally ly for products/services respectful responsible these days” of the environment” 5
Regular e- shoppers’ purchase habits at a glance 31% are subscribed to an online retailer’s loyalt alty y scheme me 70% shared d or published d feedbac back k after purchasing and 64% 64% 60% use a smartph phone 9% 9% return urned ed their last to shop online order and choose the website based on social media a and 60% considered it was influen encers an easy y process 6
Regular e- shoppers’ delivery preferences at a glance 82% They have their parcels ls consider that the deliver ivery delivered… of their latest online At home In a parcel At the post purchase was s easy shop office They are enthusiastic about… 155 141 134 127 122 120 Real-time info Several Select day and Possibility to Next day Know the exact on delivery delivery one-hour reschedule delivery one-hour options window delivery window delivery in of the delivery advance 7
Regular e-shoppers delivery preferences at a glance Home Post Parcel Retailer Alternative Parcel At neighbour’s At work Safe place office shop store address locker home Austria 14 13 88 Belgium 81 21 29 Croatia 91 31 15 Czech Republic 83 46 40 Estonia 59 55 84 22 64 France 86 88 17 17 Germany Hungary 80 38 31 15 20 Ireland 82 89 8 8 12 Italy 56 70 53 Latvia Lithuania 72 53 55 82 21 13 Netherlands 81 32 46 Poland 76 Portugal 17 30 90 27 22 Romania Slovakia 83 47 33 85 35 12 Slovenia 27 27 Spain 83 Switzerland 87 12 11 90 13 16 UK After home, the universally favoured delivery location in Europe, e-shoppers in each country have their own specific preferences. (expressed in %) 8
Various e-shoppers profiles, different expectations 25/01/2017
A variety of e- shoppers’ profiles The e-shopping The epic icurean urean The eco eco-se selecti lective ve aficionados ados e-buyers e-shoppers 3071 respondents 3386 respondents 3964 respondents 13% 15% 17% They represent: They represent: They represent: FEMALE MALE FEMALE 56% 47% 65% 37% 39% 39% 42% 28% 18-34 yo 28% 18-34 yo 28% 28% 18-34 yo 35-49 yo 35-49 yo 35-49 yo 30% 30% 33% 33% 34% 34% 50+ 50+ 50+ 10
A variety of e- shoppers’ profiles The e-shopping The epic icurean urean The eco eco-se selecti lective ve aficionados ados e-buyers e-shoppers In the last month, In the last month, In the last month, they received they received they received 3 parcels 8.1 parcels 3.5 parcels 52% 57% 58% 80% 73% “I’m willing to pay a “I'm ready to pay a “It is important to “ Tradition onal l stores es “Shopping online is premium for premium for products indulge lge myself ” are less impor ortan ant very conven enien ent ” respect ctful l of the services that make for me” environ onmen ent ” my life easier er ” 58% “ I am concerned 85% about the impact ct of 62% e-com ommerce ce on “Companies have to “ I can shop for society” be environ onmen ental ally ly nearly ly 100% of respon onsi sible le ” what I need online” 75% “I’m always on the lookout for a good deal” 11
A variety of e- shoppers’ profiles The epic icurean urean The e-shopping The eco eco-se selecti lective ve e-buyers, aficionados ados, , e-shoppers, a a fuel for future re the fou oundati tion on of of e e- growi wing ng growth th commerce erce eco eco-con onsci sciou ousness sness 12
The Aficionados purchase all types of goods online, including groceries and fresh food 8.5 have started categories purchasing online bought on average 67% more than 5 years ago Monthly, they buy… #2 #1 #3 36% 31 31 % 43% 43% 47% Beauty/ Groceries 62% 50% Fashion 45% 35% health care Fresh food 57% 43% 13
They purchase a lot on foreign websites, mainly outside of Europe Most common foreign countries from which they buy 68% 73% have already bought ght #1 onlin line e from forei eign n webs bsites es China 44% 44% #2 And mostly in… USA Estonia 99% Lithuania 96% 36% Slovenia 95% #3 Ireland 95% Germany Latvia 94% Hungary 92% Switzerland 92% 32% % Portugal 91% #4 Croatia 91% UK 14
High satisfaction with the purchase experience drives strong loyalty 84 84 Last online purchase experience was positive …are loyal to certain websites, but like to change sometimes 75% ** ** Highest % of loyalty programs Austria 54 Spain 52 …are subscribe bed d to a r retai ailer ler Italy 49 loyalty ty program am 39% *** *** Germany 45 UK 45 France 44 15
They have a rich online life, which influences their e-shopping choices 72% They use mostly… “I follow or like brands on 3,0 social networking sites” on average YouTube Facebook Instagram 53 72 82 44% “It is very important to actively manage Their choice of a website Highest impact is driven by… of social media my online e identit ity ” Romania 82 70% Trust in the website’s brand Latvia 79 Slovakia 77 Poland 75 Social Media Portugal 75 (recommendation, 65% Ireland 75 advertising) and influencers Hungary 75 16
The delivery process is effortless for them. They mix home deliveries with alternative out of home places 2,0 Delivery places on average They have their parcel delivered… 88 21 21 17 15 15 85% … found delivery easy/effortless At home To a To a At work To a To a parcel post parcel safe shop office locker place station 17
They expect visibility, flexibility and precision They ey are enthus usias astic tic about… 152 143 142 130 127 121 Real time Day and Having Rescheduling Knowing the Next information exact 1-hour several the delivery exact 1-hour day on the window delivery window/ delivery parcel Selected in options in timeslot of advance places your delivery Among top3 expectations in 18
The epicureans purchase several categories online, but with an average overall frequency 84% “Shopping online is so They purchase online… conven enien ent t that I use it more and more ” #2 #3 #1 4,8 51% 55% 55% 41 41 % categories Shoes Beauty/ Fashion bought on average health care ** ** 19
They are less experienced in terms of e-shopping and this impacts their way of purchasing They prefer… to buy well ll-know own brands ds as 80% they are more trustw stwort orthy have started purchasing online 69% less than 5 years ago to shop on websites that also 43% 43 ** ** have physical al stores res Their last purchase was… Countries with highest no. of recent epicureans …through carefully Hungary 70% a search directly on the prepared… 56 Belgium 64% website I purchased it on 49% Croatia 61% an initial search on a search engine 22 Slovenia 60% (Google, Bing…) Switzerland 57% 9 a comparison portal for products Romania 56% Italy 55% 8 a search on social media 20
Social media are amongst the top drivers of choice of a website for epicureans 86% “I actively look for reviews and ask for recommendations online before making a purchase” Their choice of a website is driven by… Highest influence of social media & influencers Romania 77 Social Media and 67% influencers Spain 77 Austria 77 Portugal 75 61% Trust in the website’s brand 21
Epicureans returned more than average their last purchase. About half of them considered the return was not very easy 45% 5% 11% 11% … returned their … did not find it last purchase easy/effortless Epicureans who returned a parcel in the past 12 month looked at the return policies… 57% Befor ore e buying 22
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