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.
Whilst 90% of e-shoppers interrupted their order, 41% came back to their shopping basket to complete the transaction. Equally, returns doubled over the past year from 5% to 10%. These online shopping patterns could be considered a type of window shopping. This behavior is a source of opportunities to engage with or reassure consumers, thus improving their e-shopping experience.
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.
In Slovenia, in the last few years, we have witnessed an increase in both online stores and online shoppers.Today's customers are global and mobile. They want a wide range of products and fast, comfortable and safe online shopping. Digitization and availability of data on the web are of utmost importance.