E-shoppers play a major role for us. That’s why a study was once again conducted last year to discover any changes in e-shoppers’ requirements and to look for further potential. A total of 23,394 people in 21 European countries took part in the study. In Switzerland, the survey included 1,001 people. Overall, the study reveals that e-commerce has increased significantly over the past two years. One indication is that:
The percentage of regular e-shoppers has increased to 53 % with a tendency to attract new buyers. This trend is particularly the case for female buyers aged 18-39.
The following reasons are suggested here:
A major factor in the rise of e-commerce over the past two years has been the impact of the Covid-19 pandemic. People stayed at home more and changed their consumption habits so that, instead of physically going to the shops, they ordered the items and food they wanted online. Over time, shoppers recognised the benefits of this behaviour:
The study also shows that since the increase in e-shopping volume, the number of returns has also increased significantly:
More than a quarter of regular e-shoppers returned their last order – a large increase compared to 2019 and well above the European average.
It also showed that the expectations of the online shopping experience are constantly increasing and that this also had a significant impact on the result compared with previous years, since the online shopping experience is perceived as straightforward for fewer people than has been the case in the past:
60 % of regular e-shoppers said that their last online purchase was straightforward, compared to 70 % in 2019.
It is clear that the experience regarding the delivery process was rated as less satisfactory compared with 2019:
68 % of regular e-shoppers said that their last delivery was straightforward, compared to 79 % in 2019.
E-shoppers have different profiles and expectations. Aficionados are experienced online shoppers who have been active for at least 5 years. Epicureans, on the other hand, are younger and less experienced when it comes to e-shopping. Eco-selective e-shoppers receive fewer parcels each month and are very interested in environmentally-friendly delivery options. The group of “price-driven e-shoppers” has also proved to be interesting over the past two years.
The mindset of e-shoppers
72 % of Swiss e-shoppers think that online shopping saves time. “Only” 51 %, on the other hand, also think that it saves money. Something that is drawing attention again, however: 63 % of regular e-shoppers think that shopping online is less stressful than shopping in store.
Even if it does not primarily concern delivery, 2/3 of regular e-shoppers say that brands and companies need to be environmentally aware. However, at the same time, they are not willing to pay a higher price for environmentally-friendly products/services. For e-shoppers, green delivery is first and foremost about combining multiple products in one delivery and not primarily about low-emission vehicles.
The e-shopper barometer reveals that when it comes to sustainability, the “eco-selective” and “pleasure-seeking” categories are among the most sensitive e-shoppers. They indicated in the survey that they would prefer a website that offers environmentally-friendly delivery options (69 % among epicureans, 66 % among eco-selective shoppers). When e-shoppers were asked how they would define “sustainable shopping”, they primarily cited local production and environmentally-friendly products. Environmentally-friendly delivery options would interest almost 7 out of 10 Swiss e-shoppers. They think mainly about the combined delivery of multiple products and low-emission vehicles, and less about the delivery location or delivery times.
Switzerland is focusing on its regular customers in the development of e-commerce. This includes people aged 18-70 who make an online purchase at least once a month.
The top categories and habits of e-shoppers
According to the study, the top 3 categories are:
Switzerland European average
Clothes (68 %) Clothes (58 %)
Shoes (61 %) Shoes (50 %)
Books (49 %) Books (46 %)
It is clear that with the increasing development of e-commerce, the use of digital technology has also increased. The study reveals that 65 % of regular e-shoppers use a smartphone for online purchases and 60 % choose the online shop's website based on recommendations from social media and influencers. As a result, a reasonable online presence, including possible cooperation with influencers, has become indispensable for companies targeting the sale of their own products.
Regular e-shoppers also indicated that in Switzerland, a total of 27 % returned their last order. In comparison, the European average is 12 %. In terms of delivery preferences, 82 % chose their own home as their favourite delivery location. This is way ahead of parcel shops (9 %), post offices (9 %) and retail (10 %). In addition, delivery with real-time information about delivery and preferably next-day delivery is also desired.
Would you like to find out more about the results of the e-shopper barometer?
The results of the e-shopper barometer provide us with a guide, helping us to better understand the needs of our customers and recipients and to offer even better solutions tailored to their needs.
Your DPD Switzerland team
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