Fun facts
About aficionados' behaviour
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I can shop for nearly 100% of the products/services I need online
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81% of aficionados in the UK buy fresh food and beverages online
Discover more e-shopping habits in our online tool.
A shifting landscape
In 2021, 15.5% of all purchases in Europe were made online!
As the world becomes more digitalised, consumerism is less and less hindered by technical, logistic and economic restrictions, speeding the emergence of a multi-faceted, omnichannel consumerism of New Commerce in which digital and traditional modes of shopping meet.
A shifting landscape
In 2021, 15.5% of all purchases in Europe were made online!
As the world becomes more digitalised, consumerism is less and less hindered by technical, logistic and economic restrictions, speeding the emergence of a multi-faceted, omnichannel consumerism of New Commerce in which digital and traditional modes of shopping meet.
An e-commerce revolution is happening
Today’s e-shoppers are confident in the online shopping experience and now expect a high level of service with every purchase. They are perfectly at ease buying food online and intend to keep doing so. They care about the environment, and, as ever, convenience is a key motivator. With these expectations in mind, it is the industry’s duty to meet them.
Carmen Cureu, Market Research Director
Key Takeaways
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E-shopping has become a part of everyday life with a key role to play in New Commerce.
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As e-shopping has become a normal habit, consumers’ expectations are increasing and e-shoppers are still very satisfied with the whole e-shopping experience (purchase, delivery, return).
- Sustainability has become a major expectation throughout the value chain, but e-shoppers associate a sustainable purchase mostly with the product itself.
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Fresh food & beverages are the clear winners of product category sales, especially fresh and ready-to-eat food.
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Parcel lockers have gained popularity and are now as frequently used as parcel shops.
What about tomorrow's trends?
Let's look towards China!
- E-shopping is rooted in Chinese e-shoppers' habits. As a matter of fact, 92% of all e-shoppers in China are considered regular ones!
- Their top 3 drivers for online shopping come from detailed product description (24%), a digital wallet payment method (19%) and a free return policy (17%), while having same day delivery among their most valued delivery preferences.
- Speed and respect for the environment rank among their key expectations.
90% state:
"I’m more likely to opt for a website, retailer or app that has environmentally-friendly delivery options”
