CROSS-BORDER E-COMMERCE SHOPPER SURVEY 2020 - MARKET INTELLIGENCE Key Findings - International Post Corporation
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CROSS-BORDER
E-COMMERCE
SHOPPER
SURVEY 2020
Key Findings
MARKET INTELLIGENCE
24 pages
download February 2021 www.ipc.beTABLE OF CONTENTS
Message from the CEO . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
Key figures . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
E-commerce & COVID-19 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
Most recent cross-border e-commerce purchase . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
Country of origin . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
Product characteristics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
Product Weight . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
Product Value . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
Delivery experience . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
Delivery cost . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
Delivery speed . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
Returns & Customs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
Customer satisfaction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
Sustainability preferences . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
IPC Market Intelligence . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
Methodology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
2 INTERNATIONAL POST CORPORATIONMESSAGE FROM THE CEO
Holger Winklbauer
Chief Executive Officer, IPC
I am delighted to present to you the key findings of the 2020 In addition to carrying out the Cross-Border E-Commerce
IPC Cross-Border E-Commerce Shopper Survey. This year, Shopper Survey in 2020, IPC also piloted a Domestic
our survey researched 33,594 consumers in 40 different E-Commerce Shopper Survey in eight countries, as well
countries, in Europe, Asia-Pacific, Americas and for the first as a survey with Small and Medium Enterprises in France,
time in Africa. These 40 countries account for 95% of global Germany the UK and the US to determine their requirements
e-commerce. Each year the survey questionnaire is reviewed for E-Commerce, and their opinions on the first-mile collection
by IPC in cooperation with research experts from its members. activities. The results of both studies are available to IPC
In addition to the new section on the impacts of COVID-19, the members on the IPC website.
survey was extended for the first time to consumers in Morocco,
Nigeria and South Africa. The research took place in October This public report of the 2020 IPC Cross-Border E-Commerce
2020 and the analysis and reporting was conducted by IPC. Shopper Survey provides a high-level selection of the key
findings. In addition to this, IPC members can log onto
COVID-19 has had a major impact on consumer online www.ipc.be/shopper to download a comprehensive report
purchasing throughout 2020 and this report highlights there comparing all 40 markets surveyed and can also download
were big increases in the online purchase of groceries, clothing individual country reports with consumer responses specific to
and health & beauty products throughout the last year. Eight each market. IPC will continue to work in partnership with its
percent of consumers said that their online purchases from members, other postal operators and organisations to expand
e-retailers based in their own country doubled or more, due the survey to new markets in the coming years. 2020 was
to the COVID-19 pandemic. Importantly for postal operators, certainly a challenging year, and COVID-19 restrictions have
consumers expect to shop more online in the future from given an unprecedented boost to e-commerce with records
e-retailers based in their own countries and from e-retailers for peak volumes being broken around the world. I hope
based abroad. that the findings from this survey will help postal operators
to understand the improvements they need to make to their
service offering to meet rapidly evolving consumer needs,
and to fully benefit from the latest growth in online commerce.
IPC CROSS-BORDER E-COMMERCE SHOPPER SURVEY 2020 3KEY FIGURES
51%
bought more
33%
bought more cross-
48%
want recyclable
31%
want carbon-neutral
domestically due to border due to packaging delivery
pandemic pandemic
1
2 3
37% Online survey 26%
15-minute questionnaire
bought from bought from
China Amazon
33,594 online cross-border
13% from the US, 19% from AliExpress,
11% from Germany 11% from eBay
and 10% from the UK
consumers responded and 9% from Wish
47%
of items weighed
up to 0.5kg
40 countries
surveyed 38%
valued under
€25
FREE
61%
had free
31%
waited 15+ days for
15%
paid customs
9%
returned (part of)
cross-border cross-border duties cross-border
shipping delivery purchase
4 INTERNATIONAL POST CORPORATIONE-COMMERCE &
COVID-19
Respondents were asked about COVID-19, and the impact that it has had on e-commerce and
delivery in 2020.
Eight percent of respondents said that their online purchases said that their domestic online shopping decreased during
from e-retailers based in their own country doubled or more, the COVID-19 pandemic.
due to the COVID-19 pandemic. Seventeen percent said that
their online purchases from domestic e-retailers increased Overall, 33% bought more from foreign-based e-retailers due
by 50-100%, and 26% saw an increase of up to 50%. This to the pandemic, while a further 47% said that their online
means that 51% of consumers overall bought more from shopping was unchanged, and 14% said that their cross-
domestic e-retailers due to the pandemic, while a further border online shopping decreased during the COVID-19
37% said that their online shopping was unchanged, and 7% pandemic.
6% 6%
1%
2% 3%
51%
4% 4%
7%
bought more from domestic
37%
47%
e-retailers due to the pandemic
26%
Don’t know
Stopped buying online from e-retailers
Number of items bought online decreased by 50-100%
17%
Number of items bought online decreased by up to 50%
17% Number of items bought online was the same
10% Number of items bought online increased by up to 50%
Number of items bought online increased by 50-100%
8%
5% Number of items bought online increased by 100% or more (i.e. doubled or more)
From domestic e-retailers From foreign e-retailers
Question: How have your shopping habits been affected by COVID 19 in terms of buying from e retailers based in your country?
And how have your shopping habits been affected by COVID-19 in terms of buying from e retailers based abroad?
Sample: 33,594
IPC CROSS-BORDER E-COMMERCE SHOPPER SURVEY 2020 5COVID-19 impact per product category
Biggest increases for groceries, clothing and health & beauty
Respondents were then asked for their online purchase activity The biggest increases were seen for Groceries (10% buying
per product category during the COVID-19 pandemic. For all significantly more online), Clothing, footwear and apparel
product categories, there was an increase in online shopping (30% buying significantly or slightly more) and Health & beauty
(i.e. more respondents buying more than buying less online). (27% buying significantly or slightly more).
10%
14%
16% 18% 17%
28% 8%
7%
6%
7% 7% 43%
9%
7%
8%
7%
8%
5%
5%
4%
43%
5%
43%
49%
46%
36% 46%
35%
22%
16%
20%
17% 17% 17%
9%
10% 8% 7% 5% 5% 5% 4%
Groceries Clothing, Health & Books, Consumer Sport, Baby &
footwear beauty music & electronics & leisure & child
& apparel media computers hobbies
Bought significantly more items online Bought slightly more items online No change
Bought slightly fewer items online Bought significantly fewer items online Not applicable – do not buy this product online
Question: For each of the following product types, how have your online shopping habits been affected during the COVID 19 lockdown?
Sample: 33,594
6 INTERNATIONAL POST CORPORATIONWas delivery speed affected by COVID-19?
47% of cross-border deliveries were slower due to COVID-19
Respondents were asked whether they thought the delivery • This was highest in Cyprus (91%), Australia and South
for their most recent online purchase took longer due to Africa (both 77%), India (75%) and New Zealand (70%)
COVID-19. Almost half (47%) of respondents felt that it did.
• It was lowest in Germany, Russia and the Netherlands
(all 29%), and the UK, Austria and Sweden (all 32%).
77%
91%
Cyprus
Australia,
South Africa
75%
India
18%
70%
New Zealand
Yes
No
47%
Don’t know
32%
35%
Austria,
Sweden,
UK
29%
The Netherlands,
Germany,
Russia
Question: Do you think that delivery took longer due to COVID-19?
Sample: 33,594
IPC CROSS-BORDER E-COMMERCE SHOPPER SURVEY 2020 7Future shopping intentions
Greater growth expected for domestic than for cross-border e-commerce
Respondents were asked to consider the impact of COVID-19
on their future shopping habits via two statements:
7% 8%
• Twenty-two percent strongly agreed with the statement that
they would buy more from domestic e-retailers in future. Two- 5%
thirds of respondents selected the top three answer codes.
8%
3%
• A smaller proportion – 13% - strongly agreed that they
would buy more from foreign-based e-retailers, and half 5%
selected the top three answer codes. 5%
9%
14%
67%
19%
23%
will buy more from domestic
e-retailers in the future 23%
22%
I don’t know 15%
Strongly disagree: 7
6
5
22%
4
3 13%
2
Strongly agree: 1
In future, I will buy more In future, I will buy more
online from e-retailers online from e-retailers
based in my country based abroad
Question: Thinking of the impact of COVID 19 on your future shopping habits, to what extent do you agree with each of the following statem ents?
Sample: 33,594
8 INTERNATIONAL POST CORPORATIONMOST RECENT CROSS-
BORDER E-COMMERCE
PURCHASE
Respondents were asked to provide details on their most recent cross-border online purchase,
including details about where they bought the product from, what were the characteristics of the
product, what was the delivery experience and how satisfied were they with the delivery elements
on this purchase.
Country of most recent purchase
When asked to provide details on the country of origin of this This survey is now in its fifth year, with the first edition taking
online purchase, 37% of respondents made their most recent place in 2016. This enables us to report on key trend data in
cross-border e-commerce purchase from China, 13% from this report. When looking at the 25 trend countries that have
the US, 11% from Germany and 10% from the UK. been in every survey since 2016, China’s share decreased for
the first time in 2020. The other three main export markets
Purchases from China were highest in Russia (80%), Eastern maintained their market share, with Germany having a slight
Europe and Africa. The top three sources per country are increase in 2020. Germany’s market share has benefitted from
detailed in the map on the next two pages. neighbouring countries buying cross-border from Germany
rather than from further afield due to concerns about COVID-19
leading to delivery delays.
28% 26% 28% 28% 30% Others
15%
14% 11% 11%
11% US
China’s share
decreased for the
13% 12% 13% 12% UK
15%
16%
14%
13% 12% 14% Germany
first time in 2020
33% 36% 36% 34% China
26%
2016 2017 2018 2019 2020
Question: Please specify the country from which you bought this most recent online cross-border purchase.
Sample: 33,594 and 22,700 (Trend)
IPC CROSS-BORDER E-COMMERCE SHOPPER SURVEY 2020 9Country of most recent purchase
Top three cross-border markets purchased from per country
MEXICO USA CANADA RUSSIA CHINA JAPAN
US 50% China 47% US 51% China 80% Japan 24% China 37%
China 37% UK 12% China 33% US 5% Australia 13% US 29%
Spain 2% Canada 9% UK 4% Hong Kong 4% US 12% S. Korea 12%
SOUTH KOREA
US 47%
China 22%
Japan 7%
MOROCCO INDIA INDONESIA
China 58% US 28% China 55%
France 14% Australia 15% Singapore 10%
US 7% China 15% S. Korea 8%
NIGERIA SOUTH AFRICA AUSTRALIA NEW ZEALAND
China 62% China 46% China 31% Australia 34%
US 18% US 26% US 28% China 33%
UK 9% UK 10% UK 13% US 16%
Question: Please specify the country from which you bought this most recent online cross-border purchase.
Sample: 33,594
10 INTERNATIONAL POST CORPORATIONICELAND NORWAY SWEDEN FINLAND ESTONIA LATVIA
UK 36% China 33% China 26% China 34% China 49% China 61%
US 19% US 13% Germany 19% Germany 20% Germany 14% Germany 8%
China 14% UK 12% UK 17% Sweden 11% UK 11% UK 8%
UK DENMARK LITHUANIA
China 43% China 28% China 65%
US 20% Germany 24% UK 8%
Germany 9% UK 16% Germany 8%
POLAND
China 60%
Germany 16%
UK 8%
GERMANY
China 40%
UK 11%
Austria 11%
IRELAND SWITZERLAND
UK 68% Germany 37%
China 13% China 25%
US 5% France 13%
NETHERLANDS AUSTRIA
China 49% Germany 70%
Germany 19% China 14%
US 7% UK 3%
BELGIUM HUNGARY
Netherlands 32% China 60%
France 22% Germany 8%
China 19% UK 5%
LUXEMBOURG SLOVENIA
Germany 66% China 44%
China 11% Germany 18%
France 7% UK 9%
FRANCE
China 44%
Germany 19%
UK 8%
PORTUGAL SPAIN ITALY CROATIA GREECE CYPRUS
China 43% China 51% China 38% China 50% China 46% Greece 31%
Spain 24% Germany 10% Germany 17% Germany 12% UK 14% UK 22%
UK 10% UK 10% UK 16% UK 8% Germany 9% China 10%
Question: Please specify the country from which you bought this most recent online cross-border purchase.
Sample: 33,594
IPC CROSS-BORDER E-COMMERCE SHOPPER SURVEY 2020 11Purchasing from China in future
As delivery charges increase, purchasing from China will drop significantly
Looking to the future, the introduction of VAT on low-value e-commerce items entering the EU as of July 2021 and changes
to postal rates will further impact on China’s market share. With this in mind, respondents whom had bought from China in
the past year were asked what they would do if online purchases from China increased by €0.50, €1, €2, €5 or €10 per item.
• If costs increased by €0.50 per item, then 53% would • The proportion who would stop purchasing from China
continue purchasing from China as before, 32% would buy increased with each cost increase until 77% would stop
slightly less from China and 9% would stop purchasing buying from China at the €10 price point.
online from China.
Extra cost of €0.50 per item 9% 32% 53% 6%
Extra cost of €1 per item 17% 40% 37% 6%
Extra cost of €2 per item 34% 41% 19% 6%
Extra cost of €5 per item 60% 28% 7% 5%
Extra cost of €10 per item 77% 13% 5% 4%
Stop purchasing from China Buy slightly less from China
No change to purchase activity Don’t know
Question: In future, there may be extra costs for Chinese imports. How would your purchasing behaviour change for items coming f rom China if the following extra costs were applied?.
Sample: 16,968 (bought from China in past year)
12 INTERNATIONAL POST CORPORATION2
1
3 E-retailer used for most recent cross-border purchase
Amazon is the leading cross-border e-retailer
Twenty-six percent of the most recent cross-border purchases were made on Amazon, with AliExpress (19%) in 2nd place, eBay
(11%) in 3rd place and Wish (9%) being the 4th most commonly used e-retailer for cross-border e-commerce. Of this “Big 4”,
eBay and Wish both lost market shares in 2020.
Key findings are...
• Amazon was most common in Luxembourg (71%), India • Wish was most common in Hungary (26%) and South Africa
(56%), Austria (54%), Ireland (51%), and Canada, Italy and (25%).
Japan (47%).
• Other e-retailers with a large share in a single country were
• Alibaba / AliExpress was most popular in Russia (74%), Shopee (46% in Indonesia), JD.com (32% in China), Jumia
Lithuania (59%), Latvia (50%), Poland (49%) and Morocco (31% in Nigeria and 17% in Morocco), Bol.com (20% in
(47%). Belgium) and Lazada (16% in Indonesia).
• eBay was highest in Australia (34%), the UK (33%) and • Some smaller e-retailers with a notable market share in
Croatia (30%). 2020 include ASOS (1% at overall level), Shein (1%), iHerb
(1%), Joom (1%) and Zooplus (1%).
Amazon
26%
Other
26%
33%
of most recent cross-
border purchases were
made on Amazon
2%
19%
Zalando
9%
Alibaba / AliExpress
11%
Wish
eBay
Question: Please identify which retailer you bought this particular purchase from
Sample: 33,594
IPC CROSS-BORDER E-COMMERCE SHOPPER SURVEY 2020 13PRODUCT
CHARACTERISTICS
Product weight
Reduced proportion of packets weighing up to 0.5kg
Nearly half (47%) of cross-border online purchases weighed up
6% 6% 6% 6% 5%
to 0.5kg. Considering the definition of a packet is a purchase
which weighs up to 2kg, 84% of purchases were defined as 4%
5% 4% 4% 4%
a packet, 11% a parcel and the remaining 5% of respondents
answered, ‘don’t know’. The most common weight category, 5% 7%
6% 6%
with 30%, was 200-500g. 8%
In 2020, the reduction in packets coming from China led to a 11%
11% 11%
significant change in the weight of cross-border e-commerce 14%
purchases. For the 25 trend countries in 2020, 47% of items 14%
weighed up to 0.5kg. This is significantly lower than in the
previous three years, when 52% of items weighed up to 0.5kg.
Instead, 2020 has seen a 3% increase in items weighing 1.1 –
2kg, and a 2% increase in items weighed 2.1 – 5kg. 20% 21%
20%
23%
21%
31% 32% 32%
47%
28% 30%
I don’t know
of cross-border
More than 5 kg
2.1 kg to 5 kg
online purchases 1.1 kg to 2 kg
0.6 kg to 1 kg 17%
21% 21% 20%
17%
weighed up to 0.5kg 0.2 kg to 0.5 kg
Less than 0.2 kg
2016 2017 2018 2019 2020
Question: What was the approximate weight of this particular purchase?
Sample: 33,594 and 22,700 (Trend)
14 INTERNATIONAL POST CORPORATIONProduct value
Reduced proportion of items valued below €25
In terms of product value, 16% of purchases were worth less When looking at the 25 trend countries, it is clear that the
than €10, 22% were valued at €10 - €24, 22% were valued at reduction in packets coming from China in 2020 also led to
€25 - €49, 23% were worth €50 - €99, 16% were worth €100 a significant change in the value of cross-border e-commerce
or more, and 1% of consumers were unsure of the product purchases.
value. Consumers in Latvia and Lithuania tended to purchase
the cheapest items online, especially from China. The proportion of cross-border items valued below €25 had
gradually risen over time, from 36% in 2016 to 44% in 2019.
It then significantly dropped back to 37% in 2020. There
has instead been a small rise in 2020 for each of the other
product values.
37% of cross-border online
purchases were below €25
2016 16% 20% 20% 15% 10% 18% 2%
2017 19% 21% 21% 14% 8% 16% 1%
2018 20% 22% 21% 13% 7% 14% 2%
2019 21% 23% 21% 13% 7% 13% 1%
2020 15% 22% 23% 14% 9% 15% 1%
Less than €10 €10 to €24 €25 to €49 €50 to €74 €75 to €99 €100 or more I don’t know
Question: Please specify the approximate cost of goods within this particular purchase.
Sample: 33,594 and 22,700 (Trend)
IPC CROSS-BORDER E-COMMERCE SHOPPER SURVEY 2020 15DELIVERY EXPERIENCE
FREE Delivery Cost
61% of respondents received free shipping
Sixty-one percent of respondents received free shipping
– broken down as 35% due to retailer offer, 9% due to a E-retailer analysis
promotion (e.g. Black Friday), 11% due to high product value Free shipping was 75% for Alibaba and Zalando, 66% for
and 5% due to a loyalty programme (e.g. Amazon Prime). Asos and Amazon, 59% for eBay and 30% for Wish.
Country analysis Trend analysis
The level of free shipping was highest in Russia (86%), China When looking at the 25 trend countries, the level of free
(79%), Luxembourg (79%) and Spain (75%). It was lowest in shipping was 59% in 2016, 61% in 2017, 62% in 2018 and
Iceland (25%) and Nigeria (29%). 62% in 2019. It then decreased to 60% in 2020.
Free shipping due to a loyalty programme was highest in The level of free shipping due to “retailer offer” fell by 6% in
Austria (15%) and Luxembourg (13%), due to Amazon. 2020, while those receiving free shipping due to “high item
value” increased by 3%. These results are logical, because
there is a reduction in packets coming from China with free
delivery, but also the average cross-border item value increased
in 2020 and so more items have free delivery for that reason.
2016 38% 8% 9% 3% 16% 22% 3%
2017 42% 8% 9% 3% 18% 17% 3%
2018 40% 8% 10% 4% 16% 18% 4%
2019 41% 8% 9% 4% 16% 18% 3%
2020 35% 9% 12% 5% 16% 21% 3%
Retailer offers free shipping Specific free shipping promotion Free due to high item value
Free due to loyalty programme Less than €5 More than €5 I don’t know
Question: Please specify whether the shipping costs (in currency paid) for this particular purchase were…
Sample: 33,594 and 22,700 (Trend)
16 INTERNATIONAL POST CORPORATIONDelivery speed
Fastest delivery to Austria, Belgium, Ireland and Luxembourg
When asked how long the purchase took to arrive – from Compared to previous years, cross-border shoppers in 2020
the moment of purchase until the day of the parcel’s arrival were more likely to experience delivery in 1-3 days or in 15
– 31% of respondents said that the item took 15 or more days or more, and they were less likely to receive the item in
days. Further details and country highlights, are shown in 6-14 days.
the graph below. This graph shows that delivery was usually
fastest for consumers in countries who mainly buy from their This indicates that deliveries from neighbouring countries are
neighbours, while delivery was slowest for those mainly getting faster over time, while deliveries from further afield (i.e.
buying from China. China) are taking longer – likely due to delays with customs
and, in 2020, due to COVID-19.
Same day 2%
Next day 4% 12% in Belgium and China
2-3 days 15% 39% in Austria, 34% in Luxembourg and 32% in Belgium
4-5 days 15% 33% in Luxembourg, 31% in Ireland and 26% in Austria
6-7 days 12% 25% in Indonesia, 22% in Korea and 20% in Japan
8-9 days 6% 12% in Cyprus and Korea
10-14 days 13% 30% in Cyprus, 22% in Japan and Russia, and 21% in Korea
15-29 days 16% 34% in Russia, 29% in Morocco, 28% in Lithuania, Nigeria and Hungary
30 or more days 15% 40% in Latvia, 33% in Lithuania, 32% in Slovenia and South Africa
I don’t know 2%
Question: How long did it take, from buying the product online until the order was delivered?
Sample: 33,594
IPC CROSS-BORDER E-COMMERCE SHOPPER SURVEY 2020 17Customs
15% of respondents paid customs duties on their cross-border online purchase
Fifteen percent of respondents paid customs duties on their likely to be paid at the point of purchase (52%), while 23%
most recent cross-border e-commerce purchase. paid customs when the parcel was en-route and 23% paid
when receiving the parcel, or after receiving it. Again, European
At a country level, the countries with the highest proportion consumers tended to pay customs at a later stage compared
which paid customs fees were Iceland (69%), India (60%), to consumers elsewhere.
Nigeria (49%), South Africa and China (both 45%). At the other
end of the scale was Luxembourg (3%), followed by Austria, IPC has developed its Postal Delivered Duties Paid (PDDP)
Slovenia and the three Baltic states (all 4%). solution, which will further help posts to benefit from
e-commerce growth. PDDP will support the payment
Three-quarters (77%) of respondents were made aware pre- of taxes, duties and handling charges at the point of
purchase that customs would be applicable for their cross- purchase by the e-buyer on the e-seller’s website and
border purchase. As in previous years, this proportion was make the payable amount available to the destination post
lower in Europe than in other regions. for payment to the inbound customs authorities. Through
PDDP, posts will be able to offer an essential functionality,
Respondents were also asked at what stage of the purchase already offered by the integrators, and thus become more
process they paid these customs duties. Customs were most competitive on the cross-border market.
Returns
Returns were highest in India and the US
Five percent of respondents returned their most recent cross-
border purchase, while 4% returned part of it (i.e. if they had 5%
purchased multiple items in one order). 4%
2%
The graph to the right shows the percentage who returned
either the entire purchase or part of it. Returns were highest in
India (42%), followed by the US (23%), China (18%), Australia Yes - returned
and Cyprus (both 16%). purchase
Yes - returned part
5%
of this purchase
returned their entire Not yet decided
purchase No
4% purchase
returned part of their
89%
Question: Did you have to pay customs duty / customs clearance fees on this particular purchase?
Question: Did you return this particular purchase (or part of this purchase)?
Sample: 33,594
18 INTERNATIONAL POST CORPORATIONCustomer satisfaction
Highest for delivery location & cost, but lowest for delivery speed
The IPC Cross-Border E-Commerce Shopper survey 2020 Satisfaction was highest for delivery location (68% extremely /
asked respondents for their level of satisfaction with each very satisfied) and delivery cost (62%), and lowest for delivery
element of the delivery process: Delivery cost, tracking, speed, speed (39%).
delivery location, customs and returns.
Satisfaction with returns, tracking and customs was only
asked to respondents who had experienced those three
delivery elements.
1% 1% 2%
1% 3% 1%
2%
4% 2% 3% 2%
5% 3%
5%
9% 8%
9% 9%
13%
25%
17%
23%
26%
32%
25%
31%
28%
23%
25%
29%
24%
21%
39% 39%
33%
26% 25%
18%
Delivery location Delivery cost Returns Customs Parcel tracking Delivery speed
Extremely satisfied Very satisfied Satisfied Neither satisfied nor dissatisfied
Dissatisfied Very dissatisfied Extremely dissatisfied I don’t know
Question: How satisfied were you with…
Sample: 33,594
IPC CROSS-BORDER E-COMMERCE SHOPPER SURVEY 2020 19SUSTAINABILITY
PREFERENCES
Preference highest for recyclable and reusable packaging
Respondents were presented with several statements related to sustainable packaging, and were asked the extent to which they
agree with them. Agreement was highest for “Would like packaging material to be recyclable” (48% strongly agreed), followed
by “Would like packaging material to be reusable” (41%). Agreement was lower for the final two statements, regarding over-
packaging and clear instructions on packaging.
I would like the packaging material 3% 2%
48% 20% 14% 8%
of my parcels to be recyclable
1%
I would like the packaging material 4% 3%
41% 22% 17% 10%
of my parcels to be reusable
2%
I would like the packaging material 4% 3%
39% 20% 18% 11%
of my parcels to be biodegradable
2%
I already recycle the packaging
39% 20% 17% 10% 6% 3% 5%
material of all my parcels
I dislike when my online purchases
33% 19% 18% 12% 7% 4% 7%
are over-packaged
I would like clear instructions on my
32% 20% 19% 13% 6% 3% 5%
packaging to help me properly recycle it
7 – Strongly agree 6 5 4 3 2 1 – Strongly disagree I don’t know
Question: To what extent do you agree with each of the following statements on the topic of packaging?
Sample: 33,594
20 INTERNATIONAL POST CORPORATIONDespite good intentions, few have changed behaviour due to
sustainability concerns
Respondents were presented with several statements related to sustainable (carbon-neutral) delivery, and were asked the extent
to which they agree with them. Thirty-one percent of respondents strongly agreed that they would prefer carbon-neutral delivery,
while 27% would be willing to receive the parcel later to reduce the environmental impact. Despite these positive intentions, a
smaller percentage said they had actually changed their online shopping behaviour due to sustainability concerns.
I would prefer the delivery of my parcels
31% 22% 20% 11% 5% 3% 6%
to be carbon-neutral
Willing to receive a package a few days
27% 20% 21% 14% 6% 3% 5% 5%
later to reduce the environmental impact
Changed online shopping behaviour in the
10% 12% 18% 16% 11% 9% 21%
last year due to sustainability concerns
7 – Strongly agree 6 5 4 3 2 1 – Strongly disagree I don’t know
Question: To what extent do you agree with each of the following statements on the topic of sustainable (carbon-neutral) delivery?
Sample: 33,594
IPC Sustainability Programme
IPC Sustainability Measurement and Management System (SMMS)
The IPC Sustainability Measurement and Management The new system has been launched after the achievement of
System (SMMS) was launched in 2019 to address the the targets set in 2008 in the Environmental Measurement and
sustainability objectives of the postal sector for the next Monitoring System (EMMS). The EMMS was developed in 2008
ten years, aligned with the UN Sustainable Development in response to stakeholder and postal CEO requests for the
Goals (SDGs). It expands on the 2009-2019 Environmental postal sector to minimise its carbon footprint. A global initiative,
Measurement and Monitoring System (EMMS) programme, involving 19 participants from four continents – Africa, Asia
which focused on reducing carbon emissions, and broadens Pacific, Europe and North America - the programme provided
the remit to the seven sustainability focus areas most a common carbon measurement and reporting structure that
relevant for the postal sector: Health and safety; Learning enabled participants to share their carbon and environmental
and development; Resource efficiency; Climate change; Air management strategies, performance, and achievements.
quality; Circular economy and Sustainable procurement.
Since 2008, the group managed to achieve a carbon emissions
reduction of 31% and improved carbon management from 56
to 91%.
IPC CROSS-BORDER E-COMMERCE SHOPPER SURVEY 2020 21IPC MARKET
INTELLIGENCE
IPC Global Postal Industry Report
The IPC Global Postal Industry Report is the
sector’s most comprehensive, holistic and in-depth
report on postal industry trends and performance.
GLOBAL POSTAL • Over 130 pages of industry-specific analysis
INDUSTRY updated and refreshed each year
REPORT 2020 • Worldwide coverage of 53 postal operators
• In-depth review and comparison of corporate
A global review of industry performance
and business unit performance
and trends
• Solid foundation to benchmark performance
MARKET INTELLIGENCE
and better understand industry trends
134 pages
download November 2020 www.ipc.be
• 2020 report available for free to IPC members
and for purchase and immediate download for How to access
the report
non-members
IPC Carrier Intelligence Reports
IPC Carrier Intelligence Reports provide instant access to critical financial,
operational, strategic and market information for more than 50 leading
postal and parcels operators from Africa, the Americas, Asia Pacific and
CARRIER INTELLIGENCE Europe in an easy-to-read, consistent format. The reports are free to
REPORT download for IPC members and available for purchase and immediate
PostNL download for non-members.
March 2020
© 2020 – ipc.be www.ipc.be
Contents Executive summary Country profile Performance Appendix
NETHERLANDS: E-COMMERCE
M-commerce will account for almost a third of total e-commerce in five years
E-COMMERCE SALES E-COMMERCE PER CAPITA E-COMMERCE MATURITY
M-commerce Other e-commerce CAGR Netherlands Europe Share of total retail sales: M-commerce Other e-commerce
€2,000
25% +13.2
+11.3% 1,715
€1,500 20%
+17.3% €18,614m 15%
€1,000
925
10%
€11,568m
€500
5%
€7,023m €8,188m
€4,134m
€1,281m €0 0%
2015 2019 2024(f) 15 16 17 18 19 20(f) 21(f) 22(f) 23(f) 24(f) 15 16 17 18 19 20(f) 21(f) 22(f) 23(f) 24(f)
LEADING E-COMMERCE SECTORS LEADING E-RETAILERS ANALYST NOTE
In 2018, 84% of internet users in the Netherlands – equivalent to
20%
just under three quarters of the total population – bought goods
CAGR 2019-24
Market share
E-retailer
Food and drink
2015 2019 online. E-commerce sales per capita exceeded €1,000 for the first
15%
Homewares and home furnishings time in 2019, almost twice the European average spend per
Ahold Delhaize 6.6% 15.7% capita. By 2024, e-commerce spend per capita is set to reach
10% Coolblue 4.5% 7.5% €1,715, with the e-commerce market equating to 21.9% of the
Consumer electronics
country’s total retail sales.
Zalando 5.2% 6.2%
5% Apparel and footwear Amazon will launch its Dutch marketplace during 2020. The
RFS Holding 7.1% 4.0% company has previously served the Netherlands through its
Media products Apple 2.5% 3.1% German platform, offering next-day delivery for around 3.0m
0%
3% 6% 9% 12% 15% 18% 21% 24% 27% 30% 33% items from fulfilment centres in Germany. Current market leaders
Other 74.1% 63.5%
CAGR 2015-19
in the Netherlands include bol.com and supermarket Albert Heijn,
both of which are owned by Ahold Delhaize.
Source: Euromonitor International, IPC analysis
Note: Regional values refer to unweighted averages calculated using data from 54 countries based upon IPC’s regional classification. European averages are based upon data from 32 countries. Bubble size for leading e-commerce sectors refers to
relative share of e-commerce sales.
© 2020 - ipc.be CARRIER INTELLIGENCE REPORT 12
more info
22 INTERNATIONAL POST CORPORATIONSurvey methodology
Scope of the research
The IPC Cross-Border Shopper Survey 2020 took place in 40 countries: Austria*, Australia*, Belgium*, Canada*, China*, Croatia,
Cyprus, Denmark*, Estonia, Finland*, France*, Germany*, Greece*, Hungary*, Iceland*, Indonesia, Ireland*, India, Italy*, Japan,
Latvia, Lithuania, Luxembourg*, Mexico, Morocco, the Netherlands*, New Zealand*, Nigeria, Norway*, Poland, Portugal*, Russia,
Slovenia*, South Africa, South Korea, Spain*, Sweden*, Switzerland*, the United Kingdom* and the United States*.
* indicates the 25 countries included in the five-year trend analysis
Target group
Frequent cross-border online shoppers, who have bought physical goods online at least once in the last three months and have
made a cross-border online purchase in the past year. The target group was determined by quotas based on the age and gender
profile of the online population per country.
Methodology
Quantitative research using online access panels supplied by Dynata. Fieldwork took place in October 2020.
Sample size
33,594 completed responses for all the markets. The sample size was between 100 and 1,000 respondents per country.
Access to the full research findings and reports for each of the 40 countries is restricted to IPC members www.ipc.be/shopper.
About International Post Corporation
International Post Corporation (IPC) is the leading service provider of the global postal industry that provides leadership by driving
service quality, interoperability and business-critical intelligence to support posts in defending existing business and expanding
into new growth areas. It is a cooperative association of 25 member postal operators in Asia Pacific, Europe and North America.
IPC’s solutions and services are used by over 180 posts worldwide. Since 1989 IPC has set standards for upgrading quality
and service performance and developed technological solutions that help members enhance service for international letters,
packets and parcels. IPC engages in industry research, creates business-critical intelligence, provides a range of platforms
and programmes for member post CEOs and senior management to exchange best practices and discuss strategy. IPC also
manages the system for incentive-based payments between postal operators.
For more information please visit our website at www.ipc.be.
IPC CROSS-BORDER E-COMMERCE SHOPPER SURVEY 2020 23CROSS-BORDER E-COMMERCE SHOPPER SURVEY 2020
INTERNATIONAL POST CORPORATION
International Post Corporation
Avenue du Bourget 44
1130 Brussels, Belgium
Tel +32 (0)2 724 72 11
www.ipc.be
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