Parcel delivery provider DPDgroup has published the results of its latest survey into the online shopping habits of European customers.
Conducted by independent market research firm Kantar TNS, the DPDGroup E-Shopping Barometer Report interviewed 23,450 participants from 21 different countries unearthing macro trends such as the rapid growth of mobile shopping in countries with lower internet penetration; the increasing preference for e-shopping abroad; and the importance of transparency and flexibility offered in deliveries and returns. It also examines certain e-commerce micro trends such as the most surprising online purchases and preferred payment methods.
Jean-Claude Sonet, marketing, communication and corporate social responsibility director, DPDgroup, said, “Our report highlights the main e-commerce trends in Europe and provides a good overview of e-shoppers’ online behaviors, bearing in mind that these vary from country to country. Cross-border shopping is however popular across the region, with more than two thirds of those who purchase abroad doing so in other European countries. There’s also room for growth in coming years as a significant number of Europeans who have not yet purchased on foreign websites intend to do so.”
Trust and flexibility
Most online purchases are still made by laptop or desktop PC, however, orders via smartphone are growing (35%) with 42% stating that a mobile friendly website is an essential factor in making a purchase. Digital wallets, such as PayPal, still outstrip credit cards as the preferred means of payment online (42% to 35%), while cash-on-delivery is most popular in the Eastern Bloc, highlighting the importance of trust when making purchases.
Home is still the preferred point of delivery for 84% of participants, but many are considering alternatives such as parcel delivery lockers or post offices, underlining the need for seamless delivery options that fit shoppers’ lifestyles.
The survey also demonstrated that flexibility is key as most e-shoppers say next-day delivery, real-time tracking, and the option to reschedule are more likely to make them purchase from a specific retailer over other delivery options including weekend or evening deliveries. Nearly half of e-shoppers also rely on delivery time notifications provided by the courier.
The research found that more than half of e-shoppers (52%) had made a purchase from a foreign website before, although analysis of the latest online purchases shows that only 17% were made on foreign websites, suggesting room for growth. Western European countries favor geographic proximity for purchases on foreign websites a third of e-shoppers buy on sites located in neighboring markets. Eastern European countries are likely to experience growth here, with 61% of Polish participants and 46% of Romanians indicating they are considering shipping abroad in future.
To read more from the full report, click here.
Story by Dan Symonds
February 20, 2017