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DPDgroup reveals the latest habits and expectations of European e-shoppers

For the fourth year in a row, the DPDgroup e-shopper barometer reveals the behaviours of Europeans who buy online, as well as the major trends that are shaping the e-commerce industry. It remains the largest and most complete survey on e-shopping and cross-border e-commerce ever conducted. While each country maintains its own individual specificities, Europeans on the whole have embraced e-shopping and welcome its time- and money-saving benefits. The industry’s continued success largely depends on ensuring that this experience is consistently positive for all e-shoppers from start to finish.

The 2019 e-shopper barometer also provides exclusive, in-depth insight into three e-shopper profiles with specific attitudes, tastes and behaviours that, together, paint a compelling picture of the future market and suggest some of the diverse opportunities for growth and innovation that lie ahead.


These are the latest trends:

As climate change gains greater importance, a minority of buyers actively choose online purchases with a low environmental impact, while a greater number of e-shoppers expect responsible actions on the part of brands and companies.

Parcel shops now rank on average as the second preferred delivery location in Europe after home. As e-buyers look for greater ease and convenience in the e-shopping process,they are choosing parcel shops more often for delivery based on their location.

A smooth online experience coupled with the ability to tailor fast delivery can influence the choice to purchase; longer delivery periods may be a barrier and cause for cart abandonment.

E-shoppers actively look cross-border for good deals online,as long as no extra fees apply. Bargains and good deals take priority over all other criteria. This is indicative for the eco-selective e-shoppers who purchase outside of Europe despite the ecological consequences of doing so.

E-shoppers are developing a rich online life beyond the click-to-purchase moment. Active on the web, today’s e-buyers use social media to research products prior to buying and share post-purchase experience for others. These connected habits will influence tomorrow’s e-commerce landscape.

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 800 people, of which 74% declare very satisfied with the last online purchase. The share of this type of trade on the domestic market is only 11,9%, while the European average is 13,55%, according to research.

The growing number of satisfied customers also proves that the Croatian market is a great potential for expanding the e-commerce sector. An e-shopper barometer was also conducted in Croatia, on a sample of 800 people, of which 74% said they were very satisfied with their last online purchase. The share of this type of trade in the domestic market is only 11.9%, while the European average is 13.5%, the research showed.


European buyers prefer to buy goods from foreign web stores (62%), and this figure is even higher in Croatia - 85% of domestic e-shoppers buy from foreign web shops, mostly from Europe (78%) and China (73%). The reason for such a large share of cross-border shopping is the still low share of domestic e-commerce, as well as a better offer in foreign online stores. 


The percentage of online store fans among the total number of online shoppers is 14%, while casual online shoppers make up 19%. The European average of online store fans is 13%, while the share of casual shoppers is 15%. Also, the third category of online shoppers stands out among European shoppers, with eco-aware online shoppers accounting for as much as 17%.


The e-shopper barometer showed that online shop fans most often buy clothes, accessories, health care products and shoes.


When it comes to payment methods, 76% of online shoppers use several payment methods, Paypal or Alipay (59%) followed, Visa and Mastercard (54%), and 46% of shoppers prefer payment COD.


Home delivery is the most common choice of delivery method, but a growing number of customers are also choosing delivery to alternative locations (post office, Pickup locations). The most commonly used device by local e-shoppers is a smartphone. 


The trend of social networks has engulfed our country as well, with as many as 70% of domestic respondents making the decision to buy a specific brand product based on a recommendation from social networks, and 79% later leave a review. 


In addition, Croatian e-shoppers find it important to know who will deliver their package, and 52% of them feel more secure when they have such information, which directly influences the decision whether or not to purchase a product online.