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DPDgroup reveals another profile: new buyer

The latest edition of the E-shopper barometer reveals the latest trends in the e-commerce market. Along with the fast-growing cross-border e-shopping segment and the growing importance of m-commerce, Barometer 2018 reveals another profile of online customers, ie new customers who have begun to shop online for the past two years.

"The report also reveals e-shoppers’ latest behaviors and expectations, such as concerns about payment security and data protection, the need for an easy returns process, and a clear desire to know the delivery company at the moment of purchase.”- Jean-Claude Sonet, Marketing Director, DPDgroup.

These are the latest trends:

15% of e-shoppers started buying online less than two years ago. This group is a relatively small but important segment of e-shoppers. They have high expectations, compared to senior e-shoppers, because they want an easy online purchase experience. They also have strong social media activity, appreciation for loyalty programmes, propensity to return their orders and concerns about secure payment and personal data. As nearly half of them are heavy buyers, they represent an important source of momentum for the entire e-commerce market.


Around 58% of e-shoppers have bought goods from foreign websites, +6 pts vs 2016. Amongst cross-border buyers, one out of five online purchases is made on a foreign website. Most commonly e-shoppers purchase from neighboring countries or Chinese websites for brands or deals unavailable locally. Of those who have never purchased from a foreign website, one third are thinking about starting

46% of e-shoppers use a smartphone to buy online, +11 pts vs 2016. Smartphones are increasingly used to make online purchases, especially amongst heavy buyers and millennials, who are also more active on social media than ever. From developing dedicated apps and responsive sites to cultivating a positive online image and investing in social media advertising, mobility offers e-tailers
 endless opportunities to thrive.

72% of e-shoppers consider it important to know the delivery company at the moment of purchase. This desire is either due to a positive or negative previous experience or because this knowledge is reassuring. Providing customers with a choice of delivery company could facilitate the decision to purchase and create satisfaction.

The Croatian market also has great potential for expanding the e-commerce sector, proving the growing number of satisfied customers. The E-shopper barometer was also conducted in Croatia, on a sample of 812 people, of which 83% declare very satisfied with the last online purchase. The share of this type of trade on the domestic market is only 8.3%, while the European average is 11.5%, according to research.

While other European shoppers are buying less from foreign web stores (19.1%), this figure is much higher in Croatia - 83% of domestic e-customers buy from foreign web shops, mostly from the European region (70%), Great Britain (42%), Germany (37%) and Italy (12%). After Europe, Croatian e-customers are ordering their goods from China (63%), followed by Hong Kong, Singapore and Taiwan (40%). The reason for such a large share of cross-border shopping is still a small representation of domestic e-commerce.


Since the focus of the survey was on heavy buyers, their representation in Croatia is 34%, of which 60% are millennials. Heavy e-customers make 15 online purchases per year, while the European average for this customer profile is 32 purchases over a period of one year.


Interestingly, Croats compared to other Europeans are ahead of e-shopping resulting with the guilty conscience. The E-shopper barometer has shown that books or products in the category of fashion are the most commonly bought and end up causing a guilty conscience. On the other hand, when it comes to technology/electronics or medical preparations, online shopping Croats are still approaching and thinking more carefully.


Still, the preferred method of payment in Croatia is the COD or digital wallet, while home delivery is the most common method of delivery. The device most commonly purchased by domestic e-customers is a smartphone, and the most prominent products are fashion (40%), technology/electronics (35%) and beauty & health products (34%).


The trend of dedication to online security has affected our country, and even 30% of domestic respondents believe that the level of payment security should increase. In addition, Croatian e-customers consider it important to know who will deliver their parcel, and 44% feel safer when they have such information, which directly affects the decision whether or not to buy a product online.