E-shoppers in Europe 2019 Barometer - dpd
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E-shoppers in Europe 2019 Barometer
Contents
4 Editorial 10 The aficionado e-shopper 16 A rich and dynamic online life
6 Regular e-shoppers 17 Preference for the parcel shop
12 The epicurean e-shopper
8 E-shopper profiles 17 The opportunity of a greener e-commerce
18 Key take-aways
14 The eco-selective e-shopper
19 About DPDgroup
E-shoppers in Europe | 2019 Barometer 2_3
Editorial
In Europe e-commerce remains strong,
and convenience is key.
“For the past several years, the The 2019 e-shopper barometer
DPDgroup e-shopper barometer also provides exclusive, in-depth
report has revealed the behaviours insight into three e-shopper profiles
of Europeans who buy online, as well with specific attitudes, tastes and
as the major trends that are shaping behaviours that, together, paint a
the e-commerce industry. It remains compelling picture of the future
the largest and most complete survey market and suggest some of the
on e-shopping and cross-border diverse opportunities for growth
e-commerce ever conducted. and innovation that lie ahead.”
This year, our report confirms the
Jean-Claude Sonet,
strength and stability of the European
Marketing Director,
e-commerce industry. While each
DPDgroup
country maintains its own individual
specificities, Europeans on the whole
have embraced e-shopping and
welcome its time- and money-saving
The 2019 DPDgroup e-shopper barometer report was conducted by GfK
benefits. Most of all, they appreciate
from 27 May to 10 July 2019. The data were gathered through blind (blind:
the convenience that shopping
interviewees are unaware of who requested the study), online interviews
online provides. As this report reveals,
with 24,258 participants across 21 European countries (Austria, Belgium,
convenience lies at the very heart
Croatia, Czech Republic, Estonia, France, Germany, Hungary, Ireland, Italy,
of the e-commerce experience.
Latvia, Lithuania, Netherlands, Poland, Portugal, Romania, Slovakia, Slovenia,
The industry’s continued success
Spain, Switzerland, UK) and Russia. Between 800 and 1,515 participants
largely depends on ensuring that this
were interviewed per country. All participants, aged 18 or over, had ordered
experience is consistently positive for
physical goods online since January 2019 and then received a parcel. For the
all e-shoppers from start to finish.
consolidated results at the European level, weighted statistics were applied
to each country to reflect the correct proportion of e-shoppers between the
European countries.
This brochure and a comparison tool are available online at dpdgroup.com.
The full report is available upon request.
E-shoppers in Europe | 2019 Barometer 4_5
Regular
e-shoppers Top interest
for delivery
preferences
“Today’s e-shoppers are The cornerstone and driving that their most recent online Preferred
86% 18% 17%
delivery Real-time info
sending a clear message: force of the e-commerce shopping experience was easy. locations on delivery
convenience is king. industry in Europe is the regular
This is especially evident
when it comes to delivery. e-shopper. Representing 45%
Regular e-shoppers are of online purchasers, this group Top categories Home Parcel shops Post office
hungry for services that keeps the market strong and purchased online
will enable them to tailor Several delivery
stable and is responsible for options
their delivery experience
85% of online market volume Among the key characteristics of location but parcel shops are
to suit their needs, which regular e-shoppers is their rich their second choice, which
is why options like realtime in Europe. The habits, tastes
and preferences that regular
58% online life, which includes, but is demonstrates their desire to
delivery information, fashion
multiple delivery choices, e-shoppers exhibit are critical not limited to, e-shopping. This have their goods delivered as
advanced notifications to understanding the state of group is active on social media, conveniently as possible. These
and one-hour delivery are makes regular use of mobile shoppers want a tailored delivery Select day and
the e-commerce industry today,
all very popular. Making
the delivery experience keeping in mind that while many 49% devices and enjoys both reading experience including services
one-hour window
delivery in advance
of these behaviours apply to
shoes and leaving online feedback. such as accurate and real-time
as convenient as possible
improves overall customer all or most European markets, In fact, well over half of them delivery information, multiple
satisfaction and benefits each country naturally has choose websites based on social delivery options, the flexibility
the entire industry.”
its own specific patterns and 46% media and influencers. They to reschedule and a one-hour
characteristics. books are also receptive to loyalty window of delivery. As for Possibility to
Karen Thouret,
schemes: nearly one third of returns, the general opinion is reschedule
Key Account, Digital and
delivery
e-commerce Manager regular e-shoppers belong positive, but there is nonetheless
SEUR Broadly speaking, European
regular e-shoppers have to an online retailer’s loyalty room for improvement: 60%
several years of online shopping programme. feel that their most recent
returns experience was easy.
experience. Most of them 62%
have purchased from a foreign purchase When it comes to delivery,
cross-border regular e-shoppers are generally Next day delivery
website, especially from those
positive about their experience, * Austria, Belgium, Croatia, Czech
located in other European Republic, Estonia, Hungary, Ireland, Italy,
countries. They are most likely with 78% considering the Latvia, Lithuania, Netherlands, Poland,
67% 60% delivery of their latest online Romania, Slovakia, UK.
to shop online for fashion, from from
followed by shoes and books, within EU China
purchase was easy. Home
and an impressive 78% consider remains their favourite delivery
Know the exact
one-hour window
of the delivery
Cross-border purchases
E-shoppers in Europe | 2019 Barometer 6_7
E-shopper profiles
With its in-depth knowledge
of the e-commerce
industry and successive
comprehensive studies of
European e-shopping habits,
DPDgroup has identified three
The aficionado The epicurean The eco-selective
major emerging segments
of e-shoppers that provide
e-shopper e-shopper e-shopper
valuable insight into the “I love to shop online. I spend a lot of time on “I like the benefits that e-shopping offers. “I care about the impact of my purchases.
e-shopping behaviour of the internet and social media, which I often I’m a busy person, but if I can find the right The environment is a top priority for me, and
22 different countries. Based use to research the products I’m interested product at the right price online, then I’m I want to do my part to preserve it for future
on a series of indicators in and to leave feedback. Having the global happy to buy it. It’s true that e-shopping generations. I buy certain goods online, but
including online purchasing marketplace at my fingertips is exhilarating, saves time and hassle, which I appreciate. there are categories that I would never buy
frequency, barriers to online and I really enjoy the convenience of being I expect the process to be simple, though. because of their negative social or ecological
able to shop from my phone or computer If it’s too long or complicated, then I won’t footprint. When I do buy online, I prepare
purchase, website loyalty,
and then have my purchases delivered to make the purchase. For me, shopping should my purchase carefully. Social media sites are
cross-border purchasing and
the location that I prefer. By shopping online, be a pleasure, so I research products before helpful and I pay attention to other shoppers’
shopping attitudes, DPDgroup I can find bargains, save time and skip the I buy them, and I only choose e-tailers with recommendations, which I trust far more
has established the following stress of going to the store. I definitely expect good reviews. I also want to know who the than advertising. I like good deals, but I would
segmentations: to continue and do more e-shopping in the delivery company is in order to be sure of the be willing to pay more for services that are
future.” quality of service.” environmentally friendly.”
• The aficionado
• The epicurean Aficionado e-shoppers are: Epicurean e-shoppers are: Eco-selective e-shoppers are:
• The eco-selective e-shopper • Very frequent e-shoppers • Keen on a pleasurable e-shopping • Occasional e-shoppers
• Digitally savvy experience • Concerned about the environment
• Adept at cross-border buying • Medium frequency e-shoppers • Ready to pay a premium for greener services
• Looking for tailored delivery options • Selective in their purchasing choices • Looking for flexibility and multiple delivery
• Sensitive to reviews and recommendations options
• Highly demanding in terms of delivery and
returns
E-shoppers in Europe | 2019 Barometer 8_9
The aficionado
e-shopper
“For aficionado e-shoppers,
online buying is a
way of life. This group
represents the thought
leaders and trend setters— Looking ahead,
those whose enthusiasm there is a chance
moves the industry Representing 13% of
that this group will
forward. Confident and the sample, aficionado
connected, aficionado
e-shoppers expect a
e-shoppers make 34% of all 37%
have ordered
automatically grow as
regular online shoppers
online purchases and show
smooth, hassle-free fresh food and gain experience
e-shopping experience, a marked preference for beverages
and confidence in
hence their high interest online compared to in-store
e-shopping. Indeed,
in services for a faster, buying. As its name implies,
smoother and more the most probable
this group knows the ins and
convenient experience. Members of this group are scenario is that some
outs of e-shopping thanks
Interestingly also, very frequent buyers whose regular e-shoppers will
aficionados’ active online to many years of experience
purchasing volume far adopt the e-shopping
lifestyle and affinity for but more particularly to the
exceeds that of the average experience as a way
technology make them frequency of its purchases.
all the more likely to be e-shopper, reaching 8.1 of living, the online
Composed primarily of
early adopters of new and parcels over the past month. purchases becoming
urban, younger women living
innovative e-shopping Attracted by good deals, Connected and tech savvy, in loyalty schemes, with part of their daily
services.” in three or four-member
aficionados look forward to aficionados are highly active 39% having signed up for a routine. This group’s
households, aficionado
big sales events such as Black on social media and very loyalty programme, meaning connected lifestyle
Hervé Crochet, e-shoppers are especially
Group Strategic Friday, but the main reason often consult and provide they are more likely to prefer and power of influence
Account Manager
present in the Czech
they love to shop online is feedback about their websites they already know if mean that it will likely
DPDgroup Republic, Lithuania and, to a
the time it saves and the purchases. Their familiarity provided with an incentive. remain one step ahead
lesser extent, Hungary, Italy
stress it avoids. Aficionado with online shopping makes of other e-shoppers
and Latvia.
e-shoppers are so passionate them more likely than most and will continue to
about online shopping e-shoppers to seek out the set the pace for digital
that they buy all kinds of products and prices they 73% trends while inspiring
67% products on the internet, want from a wide variety of
have e-shopped
from a foreign
flexible delivery services
started e-shopping including far more fresh food websites, including those that can accommodate
website
more than
5 years ago
and beverages than other located abroad. Members of its high purchasing
e-shoppers. this group are also interested frequency and volume.
E-shoppers in Europe | 2019 Barometer 10_11
“For epicurean e-shoppers,
convenience is the
The epicurean
bottom line. Their
purchasing habits may be
less intense than those of
e-shopper Looking ahead, epicurean
e-shoppers’ growth
aficionado e-shoppers, hinges on experience,
but they truly appreciate
whether that experience
the possibilities that
e-commerce provides is their own or that of their
and find online shopping relatives and co-workers
to be a very attractive they read about on social
alternative to the in-store media. Regardless of their
Representing a larger sample Epicurean e-shoppers
experience in terms of
than the “aficionado” profile, tend to be women, with a need for reassurance,
variety, availability, price,
and time. The key to epicurean e-shoppers slightly higher income than e-shopping is clearly an
retaining this group is to account for 15% of European average, urban and under activity members of this
encourage their enjoyment e-shoppers. This group is less 40. They are very active and group appreciate and
by making the process as intend to do more of. In
experienced than aficionados, say they are willing to pay a
smooth and convenient as
with many having begun to premium for services that recommendations of family, deterrent to their willingness fact, epicureans consider
possible, while avoiding any
disappointment that could buy online less than five years would make their daily life friends and colleagues on to buy cross-border. In terms online shopping to be
cause them to question ago. However, their recent easier. They enjoy e-shopping social media influence their of delivery, epicureans look so effective at saving
the pleasure of online discovery of e-shopping for its convenience, with decisions. This group may for rapid delivery, while a time and money that
shopping.” they actually buy more
does not prevent them from 92% saying it saves time, also return the favour: 78% longer delivery time is a
Jolien Coussé, embracing this way of buying. 84% feeling it saves money, publish or provide post- barrier to purchase, second categories of goods online
Marketing Communication They receive an average and another 84% stating purchase feedback. This only to negative social media than average e-shoppers
Specialist and 76% feel they can
DPD Belgium
number of parcels: 3.5 per the convenience of online also means while positive buzz and is a leading cause
month. What makes them buying outweighs the trouble reviews can attract epicurean for cart abandonment. e-shop for nearly all of
“epicurean” is their desire for of returning purchases, e-shoppers, negative ones Finally, this group is the products and services
ease, simplicity and personal meaning they intend to will push them away. demanding when it comes they need. With 81%
enjoyment they expect in the buy even more online in to delivery quality, with 77% considering their most
e-buying experience. the future. This group is Very price-oriented, considering it important to recent online experience
very connected, which epicurean e-shoppers search know the delivery company. as positive, the future of
enables them to decide for good deals. This brings this group looks bright, as
whether or not to buy: most them to buy from foreign long as their purchasing
85%
live in a city,
of them look for reviews
and recommendations
websites more often than
the average e-shopper, as
For31%
experience remains
enjoyable and if they have
a long delivery
averaging a before purchasing. They long as there are no hidden time is a barrier a delivery and return
household of
3 people pay attention to social fees: additional costs after to e-shopping service that does not
media, and 45% say the check-out would be a disappoint.
E-shoppers in Europe | 2019 Barometer 12_13
“Eco-selective e-shoppers The eco-selective
e-shopper
are indicative of a sea of
change taking place in
greater society as
the environment
becomes a top-of-
mind concern Looking ahead,
for all generations. These environmental awareness
consumers are becoming is likely to increase among
more aware of the
the general population,
impact that their actions This environmentally-aware
have on the ecosystem thus leading to a growing
group represents 17% of
and are paying closer
European e-shoppers.
85% share of eco-selective
attention to their choices. confirm there are e-shoppers in the
The emergence of this Although 69% have been products they’d
never buy online
e-commerce market.
buyer profile heralds the shopping online for more
While good deals will
mainstream arrival of than five years, eco-selective
eco-conscious buying products whenever often looking for reviews or undoubtedly remain a
e-shoppers are occasional in Western Europe, while in
habits, which is further possible. This focus on the requesting recommendations major motivating force
shoppers who claim that Central and Eastern Europe
evidence that the industry environment may explain the online before making a for shoppers in this group,
has everything to gain from there are certain products they are for now present more restrained shopping purchase. They frequently making e-commerce a
becoming a greener place.” that they would never buy in Poland, but much less in behaviour of eco-selective return to brands that sustainable and green
online due to their negative other countries.
Dominique Mamcarz, e-shoppers, who receive they trust and rely on the industry is clearly a
environmental or social
CSR Director 3 parcels per month, fewer opinions of their relatives necessity in order to retain
DPDgroup impact. Primarily urban As its name implies, than the average European and colleagues on social and grow this group of
and slightly more female the buying habits of this e-shopper. They also buy only media or word-of-mouth. e-shoppers. Eco-selective
than male, eco-selective eco-selective group convey a narrow range of categories Paradoxically, this group’s e-shoppers are willing
e-shoppers are high income a marked concern for the and rarely shop for fresh food sensitivity to environmental to pay more for eco-
earners who tend to be environmental repercussions and beverages online. and social issues makes 52% friendly options, even
older than the average of online shopping. For of its members willing to if there is no certainty
European e-shopper. They 87% of them, brands and This group’s cautious pay a premium for products that they will respond
are well-represented mostly companies today must have approach to buying leads and services that respect the by increasing their
responsible and sustainable them to prepare their environment, yet 75% are purchase volume. Perhaps
actions, while 58% say that purchases carefully, always on the lookout for more importantly,
they are concerned about good deals and 69% have the development of
52% the impact of e-commerce purchased from foreign sustainable services and
would like to know
on society, and 63% say websites, especially China,
the delivery company
at the moment of that they make sure to buy
51% practices will benefit
purchase actively prepare regardless of the ecological more greatly society and
environmentally friendly their online purchase and social impact of doing so. the planet as a whole.
E-shoppers in Europe | 2019 Barometer 14_15
“In Europe and despite the specificities of each country surveyed, we find
The opportunity
common ground in e-shoppers’ attitudes and behaviour. For instance,
e-shoppers see e-commerce as a way to simplify daily life and save money.
of a greener
They are also active on the web notably on social media. Finally e-shoppers
are more aware of the environmental impact of e-commerce and expect
e-commerce
Carmen Cureu,
Marketing
responsible actions on the part of brands and companies.” Preference for With the issue of climate change gaining
Research Director
DPDgroup the parcel shop importance in the public mind, consumers
around the world are becoming increasingly
As e-shopping grows in popularity environmentally-aware and are making purchasing
among European shoppers, there decisions accordingly. This trend includes the
has been a gradual shift in delivery e-commerce sector, where eco-selective
preferences in favour of parcel shops. e-shoppers demonstrate their concern for the
Thus, while home remains in the environmental impact of their consumption
A rich and dynamic lead, parcel shops rank on average
as European e-shoppers’ second
both through the products they choose and the
expectation they have for companies to do their
online life preferred delivery location and, with part to be responsible.
respect to local specificities, has
E-shopping is but one recommendations. Eager to eclipsed the post office for the first Ecological awareness and digital engagement often
facet of the diverse online help other shoppers make time in four years. go hand in hand, meaning that e-shoppers are using
activities that today’s regular informed decisions, they
their mobile devices to research the environmental
e-shoppers enjoy. Tech-savvy frequently provide and share This change is indicative of a broader credentials of the products they desire before
and connected, e-shoppers, post-purchase feedback demand for convenience in the purchasing. Despite a certain ambiguity when
as a whole, are frequent online. Epicurean e-shoppers e-shopping experience. Among it comes to bargains versus sustainability, both
users of mobile devices, are are especially attentive the primary motivating factors epicurean and eco-selective e-shoppers are
active on social media sites to influencers and online to engage in online shopping is a particularly sensitive to environmental topics and
such as Facebook, YouTube opinions when preparing to marked appreciation for the ease tend to read up on their desired goods before
and Instagram and are often make purchases. and flexibility that it offers, and this buying them.
attracted to online loyalty desire for convenience from start to
programmes. Aficionado E-shoppers’ interest in finish clearly includes the notion of Moreover, this desire for sustainability encompasses
e-shoppers in particular are reading user comments proximity. Thus, while e-shoppers services as well as products: eco-selective
adept at using multiple social ahead of buying makes prefer to have their parcels delivered e-shoppers are ready to pay more for eco-friendly
media sites to follow their them particularly sensitive to their front door, they also welcome services, while epicurean e-shoppers are willing
favourite brands and manage to negative reviews. Bad the possibility of retrieving their online to pay a premium price for services that will make
their personal online visibility. buzz can thus spell disaster orders from a convenient location. their lives easier. As the sustainability market grows,
for e-tailers, especially if the
driven in particular by millennials, there is a clear
Social media platforms are criticism multiplies, or worse, As last mile services continue to opportunity for the entire e-commerce industry
among the primary means goes viral. This is particularly develop, facility and proximity are to reassure these e-shoppers by embracing an
by which regular e-shoppers true of eco-selective critical to success. E-shoppers expect ecological mindset and proposing greener services.
obtain information prior e-shoppers who cite bad multiple delivery choices and remain
to purchase, with the opinion of fellow shoppers extremely receptive to helpful delivery
majority choosing websites on social media as their n° 1 services such as real-time information,
based on reviews and reason not to buy online. next-day delivery, rescheduling
options, advanced notifications and a
one-hour window selection.
E-shoppers in Europe | 2019 Barometer 16_17
About
Key take-aways DPDgroup
DPDgroup is Europe’s
second largest parcel
delivery network.
DPDgroup combines
E-shoppers expect e-commerce to be environmentally responsible innovative technology
As climate change gains greater importance, a minority of buyers actively choose and local knowledge to
online purchases with a low environmental impact, while a greater number of provide a flexible and
e-shoppers expect responsible actions on the part of brands and companies. user-friendly service
for both shippers and
shoppers. With its
Parcel shops now rank on average as the second preferred delivery
industry-leading Predict
location in Europe after home
service, DPDgroup is
As e-buyers look for greater ease and convenience in the e-shopping process,
setting a new standard for
they are choosing parcel shops more often for delivery based on their location.
convenience by keeping
customers closely in
E-shoppers want rapid delivery with multiple options touch with their delivery.
A smooth online experience coupled with the ability to tailor fast delivery can
influence the choice to purchase; longer delivery periods may be a barrier and With more than 75,000
cause for cart abandonment. delivery experts and a
network of more than
E-shoppers actively look cross-border for good deals online, 42,000 Pickup points,
as long as no extra fees apply DPDgroup delivers
5.2 million parcels each
Bargains and good deals take priority over all other criteria. This is indicative for the
eco-selective e-shoppers who purchase outside of Europe despite the ecological day through the brands
consequences of doing so. DPD, Chronopost, SEUR
and BRT.
E-shoppers are developing a rich online life beyond
DPDgroup is the parcel
the click-to-purchase moment
delivery network of
Active on the web, today’s e-buyers use social media to research products prior GeoPost, which posted
to buying and share post-purchase experience for others. These connected habits
will influence tomorrow’s e-commerce landscape. sales of €7.3 billion in
2018. GeoPost is a holding
company owned by Le
Groupe La Poste.
E-shoppers in Europe | 2019 Barometer 18_19For more information,
please consult our site
dpdgroup.com/e-shoppers
DPDgroup @dpdgroup_news @dpdgroup_news DPDgroupYou can also read
