Discover our e-shopper barometer

Europeans’ latest online shopping habits

Discover our e-shopper barometer

Europeans’ latest online shopping habits

For the past three years, the DPDgroup e-shopper barometer report has revealed the trends and behaviours of Europeans who buy online.
It is the largest and most complete survey on e-shopping and cross-border e-commerce ever conducted.

Editorial

The DPDgroup e-shopper barometer is the largest and most complete survey on e-shopping and cross-border e-commerce ever conducted.

"For the past three years, the DPDgroup e-shopper barometer* report has revealed the trends and behaviours of Europeans who buy online.
It is the largest and most complete survey on e-shopping and cross-border e-commerce ever conducted.
The 2018 edition not only contains the latest information on European e-shopping but also provides DPDgroup with a third year of comprehensive data. When taken as a whole, this information makes it possible to identify and confirm certain trends in e-commerce and e-shopping.
Chief amongst these trends is the growth of cross-border e-shopping, the rising importance of m-commerce as more and more e-shoppers use their mobile devices to shop online and the positive view that
e-shoppers retain of their online purchasing experience.
The 2018 e-shopper barometer also focuses on customer behaviour, including a rising demand for transaction security, a clear desire to know the delivery company at the moment of purchase, the role of returns as part of the e-shopping experience and the phenomenon of cart abandonment.
Finally, this year’s report offers a closer look at an increasingly important profile in the e-shopping space: the new buyer."

Jean-Claude Sonet, Marketing Director DPDgroup

Comparison tool

E-shopper barometer includes a results comparison tool, that allows readers to better understand the way in which each country fares based on a number of different criteria.

Types of goods

Drivers and barriers

e-Shopping habits

Key take-aways

New buyers are demanding

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.

Cart abandonment and returns are inherent to e-shopping behaviours

Whilst 90% of e-shoppers interrupted their order, 41% came back to their shopping basket to complete the transaction.

Equally, returns doubled over the previous year from 5% to 10%. These online shopping patterns could be considered as a type of window shopping. This behaviour is a source of opportunities to engage with or reassure consumers, thus improving their e-shopping experience.

Cart abandonment and returns are inherent to e-shopping behaviours

Whilst 90% of e-shoppers interrupted their order, 41% came back to their shopping basket to complete the transaction.

Equally, returns doubled over the previous year from 5% to 10%. These online shopping patterns could be considered as a type of window shopping. This behaviour is a source of opportunities to engage with or reassure consumers, thus improving their e-shopping experience.

Cross-border is further developing

Around 58% of e-shoppers have already bought goods from foreign websites since January, +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 neighbouring 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.

M-commerce continues to grow

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.

M-commerce continues to grow

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.

When purchasing online, the delivery company matters

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 a 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.

Key data

tips e-shopping
e-shopping key trends
e-shopping key figures
e-shopper barometer report 2018