This comprehensive study focuses on a series of indicators including online purchasing frequency, barriers to online purchase, website loyalty, cross-border purchasing and shopping attitudes.
As the previous years, it reveals the behaviours of Europeans who purchase online, and provides an outlook on future trends and on the prospects of the e-commerce industry.
Regular e-shoppers remain significant, representing 45% of online e-shoppers in Europe and being responsible for 85% of online market volume.
Beyond this vast category of online purchasers, the study results helped identify 3 emerging e-shopper profiles:
The aficionado e-shopper
Digitally savvy and adept at cross-border buying, these e-shoppers spend a lot of time shopping online and are looking for a tailored delivery experience. They make 34% of all online purchases and 39% of them have signed up for a loyalty scheme.
62% say “I can shop for nearly 100% of the products/services I need online”
The epicurean e-shopper
For epicurean e-shoppers, convenience is key. They appreciate time- and money-saving benefits that online shopping provides, and are selective in their purchasing choices. 77% of them consider that knowing the delivery company is important in the purchasing decision.
57% believe “I'm ready to pay a price premium for services that make my life easier”
