E-shopper barometer report 2017 - DPDgroup
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E-shopper
barometer report
2017
1
Summary
E-shopping has become a well-established practice in Europe. As the 2017
DPDgroup E-shopper barometer* report shows, trends and behaviours
may vary from country to country, but European e-shoppers in general are
becoming more confident, are buying more online, and are willing to shop
further afield. They appreciate new technologies and value convenience
and flexibility at every step of the process. Perhaps most importantly, the
overwhelming majority claim that their last experience was both positive
and easy.
1 Market overview
Market overview
3
Share of online
shopping in Europe 4
Purchase volume 5
Product categories 6
This section focuses on the shoppers) drive the market trust, regardless of product
2 Shopping habits
Payment methods
7
8
state of e-shopping among
Europeans in 2017. In Europe,
as they account for 86% of all
e-purchases. While multiple
category. Most of those who
have recently made an online
Delivery 9
Devices used to order 10
*The 2017 DPDgroup E-shopper barometer report was 54% of e-shoppers currently devices are used to shop purchase are satisfied with the
Choice of e-tailer 12
conducted by Kantar TNS from 1 June to 3 July 2017. The data buy online at least once a online, smartphones are an experience: 80% consider it to
were gathered through blind (blind: interviewees are unaware
month, a growing trend in increasingly frequent choice, be positive, and the number
of who requested the study), online interviews with 24,871
participants across 21 European countries (Austria, Belgium, nearly every country. As a especially among heavy of shoppers who are willing
3 Cross-border trends
Key cross-border facts
13
14
Croatia, Czech Republic, Estonia, France, Germany, Hungary,
Ireland, Latvia, Italy, Lithuania, Netherlands, Poland, Portugal,
whole, e-shoppers make
11.3% of their purchases on
buyers and millennials (ages
18-34). Today’s e-shoppers
to stop buying online has
dropped by 3% vs. 2016.
Countries of origin 15
Romania, Slovakia, Slovenia, Spain, Switzerland, UK) and
1
Cross-border buyer profile 16 the internet. Heavy buyers are loyal and tend to choose
Russia. Between 800 and 1,582 participants were interviewed
Cross-border potential 17 per country. (the top one third of all online e-tailers they know and
All participants, aged 18 or over, had placed at least one
Key take-aways 18 order for physical goods online since January 2017 and then
received a parcel. For the consolidated results at European
About DPDgroup 19
level, weighted statistics were applied to each country to
reflect the correct proportion of e-shoppers among the
various countries studied. As a new participant in the study vs.
2016, Russia has not been included in the consolidated results
for accurate comparison between 2016 and 2017.
The full report is available online at dpdgroup.com
2 3
Market overview
Share of online Purchase volume
shopping in Europe
Heavy buyers drive the e-commerce market,
while opportunity lies in small buyers.
The survey divided e-shoppers e-tailers would do well to focus on purchases per year on average
into three categories, weighted attracting repeat customers. include Estonia (12 purchases),
for each country: heavy buyers, Heavy buyers from countries such the Czech Republic, Slovenia,
medium buyers, and small buyers, as the UK, Poland, Russia, and Italy Lithuania, and Croatia (13 purchases),
each accounting for one third of all make the most orders per year, with and Slovakia (14 purchases).
European e-shoppers. In 2017, heavy UK shoppers at around 47 purchases In general, millennials do a higher
buyers, the third who self-report as per year1, followed by Poles at 34 proportion of their total shopping
making the most purchases online, purchases, Russians at 31 purchases, online in almost every product
represented the vast majority (86%) of and then Italians at 30 purchases. category.
all online purchases, suggesting that Heavy shoppers who make fewer
Annual number of purchases (median) by category
1
Heavy buyers from these countries
make the most orders per year
47 34 31 30
E-shopping has become a well-established practice UK Poland Russia Italy
in Europe and is growing in most countries.
E-shoppers in Europe make 11.3%
of their total purchases online. Over
half of them (54%) are regular buyers,
meaning they buy online at least once
overall share, the UK is the leading
e-shopping market in Europe, as well
as one of its fastest-growing.
E-shoppers are generally satisfied,
80 %
E-shoppers tend to buy from websites they have
E-shoppers already used, regardless of product category,
per month. In most countries, the with 80% of them considering their
share of regular buyers is increasing. most recent online purchasing satisfied because they trust them. In light of this, the first
This means that as e-shoppers gain experience to be positive and 74% experience is key.
trust in the online buying experience, saying it was easy. In 2017, 3% fewer
74 %
they tend to purchase more often. shoppers declared themselves
However, not all countries are willing to stop buying online
adopting this new way of shopping compared to 2016.
at the same rate: Italy, Spain, Austria,
and Russia are embracing it faster
than countries such as Latvia and saying it
Estonia. Accounting for 13.7% was easy
4 5
Market overview
Product categories
Fashion, books, and shoes top all e-shopper purchases.
Fashion remains the leading product degree of maturity varies according to home appliances) show the best
category that e-shoppers order: country: leisure purchases are highest chances of attracting new online
20% of purchases are made online. in Austria, car equipment purchases buyers. Interestingly, buyers of a
While fashion, books, and shoes are lead in Poland, and fresh food and given category are likely to buy from a
the main products chosen, their beverage purchases are particularly similar one (e.g.: medicine and beauty/
growth is less intense than that of developed in the UK. health care are often purchased by
other categories due to maturity In terms of growth potential, books, the same buyers).
(they are well-established with little high-tech/electronics, and household
room to progress). Each category’s products (e.g. small furniture and
Around
14%
of all e-shoppers have ordered fresh food and beverages online. Most of them
(11%) buy from this product category regularly, at least once per month. The UK is
Shopping habits
a particularly active market in this respect, with 27% of e-shoppers having already
made at least one purchase from the fresh food and beverage category.
This section addresses the essential factor in making Therefore, in order to develop
behaviour of online shoppers online purchases. Social media e-commerce and meet
in 2017 and the various, related use by e-shoppers is on the customer expectations,
trends. Most online purchases rise, amplifying the persuasive e-tailers need to think local
are still made on a laptop or power of internet advertising to maximise opportunities.
desktop computer. E-shoppers and influencers. Flexibility is also key: most
buy from multiple devices, Each European country e-shoppers say next-day
increasingly from smartphones. has its own specific habits, delivery, real-time tracking, and
Of those surveyed, 43% said with delivery and payment the option to reschedule are
2
that they consider a mobile- preferences varying widely likely to incite them to purchase.
friendly website to be an from one place to the next.
Fashion
Fashion, books, and Books
shoes top all e-shopper Shoes
purchases
6 7
Shopping habits
Payment methods Delivery
A positive delivery experience is key to retaining e-shoppers
ROMANIA BELGIUM looking for choice, convenience, and flexibility.
SLOVENIA Mister
Cash
CASH-ON-DELIVERY SLOVAKIA E-shoppers want flexible, trustworthy, e-mail), flexible delivery times
(evenings, Sundays) and the ability to
convenience, and transit time. In
order to develop online transactions,
and above all convenient delivery
methods. While home remains by far plan or reschedule deliveries. Around the returns process must be easy
AUSTRIA POLAND the most frequently chosen delivery 79% of e-shoppers claim that being and clearly explained in advance,
location (81%), interest is rising in able to choose the day and exact especially for categories like fashion,
SWITZERLAND alternative locations such as parcel 1-hour timeslot of delivery would shoes, and heavy furniture.
NETHERLANDS PAY BY INVOICE shops and retailer stores. make them more likely to purchase. Finally, as with payment methods,
There is a growing appetite among Having no hidden fees added to each country has its own behaviours
e-shoppers for innovative delivery the final product price is also very and preferences. E-tailers must adapt
PAYMENT
options and services, particularly important. to local markets and offer multiple
in terms of transit time (next-day Shoppers want to choose the mix delivery options.
delivery), real-time tracking (SMS, that best suits them among flexibility,
METHODS
EUROPE E-TAILERS CLEARLY MUST OFFER A LARGE
SET OF PAYMENT OPTIONS AND ANALYSE
LOCAL TRENDS IN ORDER TO MEET CUSTOMER
EXPECTATIONS AND INCREASE SALES.
E-shoppers have very different habits related to payment methods.
Growth potential
In Europe, digital wallets like PayPal Hungary, the Netherlands, and methods, among them iDeal
and AliPay are the preferred means Portugal rarely use credit/debit cards; in the Netherlands, Mister Cash
39% 84% 80% 97% 58% 93%
Czech Republic Estonia France
of payment for online shopping, cash-on-delivery is a very important in Belgium, and Payu in Poland.
followed by Visa, Mastercard and way to pay in Romania, Slovenia, and E-shoppers tend to have have used retailer have used retailer have used retailer
other credit/debit cards. However, Slovakia; Austria and Switzerland well-established habits; half of parcel shops
ready to use
parcel lockers
ready to use
parcel shops
ready to use
each country has its own unique prefer to pay by invoice. Certain them only have one preferred
habits and preferences: Germany, countries opt for local payment payment method.
8 9Shopping habits
Devices used to order
Smartphones play a prominent role in the latest
e-shopping trends.
Smartphone use for e-shopping dedicated app, an internet browser, be an important factor in their
is on the rise; 39% of the survey or both. Because few e-shoppers buy choice of e-tailer. Nonetheless,
participants reported using their exclusively through an application laptop and desktop computers
device to buy online (5% more than (27% among those who use remain the primary devices used to
in 2016). Heavy buyers (51%) and smartphones to shop online), offering purchase online (61% use laptop and
millennials (55%) are particularly likely a mobile-friendly website is a must. 52% use desktop), meaning that an
to reach for their smartphone to Indeed, 43% of European e-shoppers easy-to-navigate website is also
make an online purchase, through a consider a mobile-friendly website to critical.
Smartphone use
for e-shopping
Hungary
51 %
(+10 points vs. 2016)
Romania
67%
(+7 points vs. 2016)
Switzerland
47%
(+10 points vs. 2016)
10 11Shopping habits
Choice of e-tailer
Trust and loyalty are powerful factors in deciding where to shop online.
E-shoppers tend to buy from Small and novice buyers are more a major factor in choosing websites
websites they know and trust, open to new e-shopping experiences, from which to purchase, followed
regardless of product category. In and in light of e-shoppers’ loyalty, by word-of-mouth and online
2017, 82% of e-shoppers made their this category of buyer represents advertising. The growing persuasive
most recent purchase from an e-tailer undeniable potential. Because few power of social media influencers
they had previously tried. Offering a e-shoppers are likely to try new further demonstrates the heightened
good first impression and a smooth websites, ensuring a satisfactory presence of e-shoppers on social
purchasing process are both key to experience for those who do is media sites and underscores the
recruiting and retaining a solid base of critical. necessity for e-tailers to have an
customers who are likely to provide After previous experience, effective social media strategy.
repeat business. recommendation on social media is
82 % Cross-border trends
of e-shoppers in 2017 made
their most recent purchase from
an e-tailer they had previously
tried.
This section examines the and 67% buy from websites e-shoppers express interest
growing tendency of European outside Europe. Among those in starting to buy from foreign
e-shoppers to visit purchasing outside Europe, websites in the near future.
foreign-based websites for China leads, followed by the Those surveyed said their
their product selection and US. Despite some reticence on primary reason was to find a
attractive prices. Cross-border the part of certain countries better deal (60%), followed by
online purchases continue to engage in cross-border obtaining products or brands
to develop, as over half of shopping, the experience unavailable locally (45%).
e-shoppers currently buy remains an essentially positive
3
abroad: 67% of them buy one with large growth potential
from websites within Europe, in Europe: nearly one third of
14
12 13
12Cross-border trends
Key cross-border facts Countries of origin
In 2017, 54% of e-shoppers purchased from cross-border Most European e-shoppers buy from websites within Willingness to
websites, a 2-point increase compared to 2016. Europe. buy from Chinese
websites in the
Among e-shoppers who have already Equally 67% of cross-border e-shoppers Among e-shoppers who purchased However, other e-shoppers are most mature
bought from foreign websites, around have bought from foreign websites
The percentage of from foreign-based websites in willing to venture further afield: countries
1 out of every 5 purchases on average located outside of Europe. 2017, 67% chose websites located 67% chose websites located outside
is made on a foreign website. e-shoppers who within Europe. Of those purchasing Europe. For those purchasing outside
Spain
have ordered from
cross-border websites
within Europe, 39% bought from
neighbouring countries, especially
from the UK (31%).
Europe, 44% bought from China,
while 31% bought from the US. 54%
by country Netherlands
49%
2016 vs. 2017
Latvia 86% +4
Portugal 83% +2
E-shoppers buying from foreign websites within
European neighbouring countries
TOP 5 Croatia 81% +2 Poland
Switzerland
Lithuania
80%
79%
+1
+4
Austria Belgium France Ireland Slovakia Switzerland
44%
Slovenia 78% 0
77% 44% 36% 73% 57% 63% Italy
The top 5 product categories purchased on
Estonia
Ireland
77%
77%
+6
+2
Germany Netherlands
43% 35% 32%
UK UK Czech Rep. Germany
42%
cross-border websites during the last purchase Belgium 75% +4
France Germany France
France
41 %
Austria 74% +4
Hungary 74% +4
Fashion
20% including 25% for millennials
and 23% for heavy buyers
Russia
Slovakia
69% N/A
65% +4
E-shoppers buying from foreign websites outside
of Europe Germany
High-tech/
Electronics 13% including 18% for heavy
buyers
Spain
Italy
64%
60% +3
-2
Russian e-shoppers 86% 39%
Netherlands 60% +1
Czech e-shoppers 70%
70%
Beauty/
Healthcare 9% Romania
Czech Republic
55%
51%
-2
0
Hungarian e-shoppers
Latvian e-shoppers 67% China
Lithuanian e-shoppers 67%
Shoes 8% France
Poland
49%
45%
0
+2 Croatian e-shoppers 65%
UK 43% +1 Estonian e-shoppers 65%
Leisure
8% Germany 42% +2
14 15Cross-border trends
Cross-border buyer profile Cross-border potential
For some e-shoppers, the world is their marketplace. With around one third of e-shoppers expressing interest in starting to
buy abroad in the near future, cross-border e-shopping has clear growth
E-shoppers like a good deal, which is the local offering remains limited. important for e-shoppers who have potential in Europe.
the primary motivating factor in their Even if many cross-border buyers never purchased from a foreign
decision to shop abroad. They also are unafraid to purchase from website before. For those who have
know what they want and are not foreign websites, others are more purchased abroad, deliveries and Room remains for cross-border e-shoppers who have never bought Despite their preference for local
afraid to look beyond their country’s hesitant. Transaction security must be returns must be flawless to retain e-shopping to grow. A comparison of from a foreign website before are alternatives, some e-shoppers in
borders to find products and brands guaranteed, as uncertainty in this area their business: a difficult or lengthy e-shoppers who have already bought thinking about starting to do so. This countries such as Germany, France,
unavailable locally. This trend is is the most frequently cited reason delivery process is the primary from foreign websites versus those is particularly the case in countries and the UK are also willing to look
particularly clear in countries where for avoiding cross-border websites. reason given for ceasing to buy from who are likely to do so in the near like Lithuania and Russia (76%), Croatia abroad. In fact, given their population
delivery and immaterial payment Transparency regarding extra fees cross-border websites. future reveals large areas of potential (69%), and Portugal (63%). Also worth size, these three markets have the
methods are not fully developed and and/or taxes is also particularly growth, especially in places such noting is Ireland, where interest in potential to grow more than any
as Romania, Poland, and the Czech shopping abroad has grown by 11% vs. others in Europe in the near future.
Republic. Around 31% of all European 2016.
4
PARCELS RECEIVED
31 %
THE MONTH PRIOR TO of all European e-shoppers
61 % BEING INTERVIEWED
66% who have never bought from
a foreign website before are
7 %
OFTEN ORDER RETURNED THE thinking about starting to do so.
LAST ITEM THEY
PHYSICAL GOODS BOUGHT ONLINE
ONLINE ABROAD of Belgian e-shoppers buy
abroad to find better deals
CROSS-BORDER BUYER
PROFILE 73% 76%
of Lithuanians
of Romanian e-shoppers
and Russians Show
buy abroad because interest
69%
products/brands are not
available locally in buying
from a
69 %
73 % of Croatians
WERE PROVIDED CONSIDER THAT MAKING
78% 63%
foreign
website.
WITH FREE DELIVERY THEIR ONLINE PURCHASE of the Portuguese
THE LAST TIME THEY ABROAD WAS EASY of Russian e-shoppers buy
ORDERED ABROAD abroad to find better deals
16 17Key take-aways About DPDgroup
DPDgroup is the second largest international
parcel delivery network in Europe. DPDgroup
60,000
combines innovative technology and local
Delivery locations: the home is still by far the most used knowledge to provide a flexible and
delivery choice, while interest for alternative locations is user-friendly service for both shippers and
Delivery experts
growing, e.g. parcel shops, retailer stores, and lockers. shoppers. With its industry-leading Predict
service, DPDgroup is setting a new standard
for convenience by keeping customers closely
in touch with their delivery.
M-commerce: smartphones are increasingly used
to make online purchases, especially among heavy buyers
and millennials.
4M With 60,000 people and a network of 28,000
local Pickup parcel shops, DPDgroup delivers
Parcels per day 4 million parcels to over 230 countries each
day through its commercial brands: DPD,
Chronopost and SEUR.
Cross-border e-shopping: cross-border purchases are
growing significantly, especially for products originating DPDgroup is the parcel delivery network of
from China. There is still room for strong growth as one
third of e-shoppers are willing to start purchasing abroad.
800 GeoPost, which posted sales of €6.2 billion in
2016. GeoPost is a holding company owned by
Hubs & depots Le Groupe La Poste.
Local strategies: delivery and payment preferences vary
widely from one country to the next. To meet customers’
expectations and further develop e-commerce activities,
e-tailers must think local to maximise opportunities.
Experience: the vast majority of e-shoppers consider their
most recent online purchasing experience as ‘very positive’
and found their experience ‘easy’.
18 19Parcel delivery network of
www.dpdgroup.com
01/2018 - Texts: Text 100 - Design/production: Art’Gest - Credit photo: DPDgroupYou can also read
