„For the fourth year in a row, the DPDgroup e-shopper barometer reveals the behaviours of Europeans who buy online, as well as the major trends that are shaping the e-commerce industry. It remains the largest and most complete survey on e-shopping and cross-border e-commerce ever conducted. While each country maintains its own individual specificities, Europeans on the whole have embraced e-shopping and welcome its time- and money-saving benefits. The industry’s continued success largely depends on ensuring that this experience is consistently positive for all e-shoppers from start to finish.
The 2019 e-shopper barometer also provides exclusive, in-depth insight into three e-shopper profiles with specific attitudes, tastes and behaviours that, together, paint a compelling picture of the future market and suggest some of the diverse opportunities for growth and innovation that lie ahead“, explained Jean-Claude Sonet, Marketing Manager at DPDgroup.
These are the latest trends:
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E-shoppers expect e-commerce to be environmentally responsible. As climate change gains greater importance, a minority of buyers actively choose online purchases with a low environmental impact, while a greater number of e-shoppers expect responsible actions on the part of brands and companies.
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When talking about delivery, Parcel shops now rank on average as the second preferred delivery location in Europe after home. As e-buyers look for greater ease and convenience in the e-shopping process,they are choosing parcel shops more often for delivery based on their location.
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E-shoppers want rapid delivery with multiple. 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 cause for cart abandonment.
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E-shoppers actively look cross-border for good deals online,as long as no extra fees apply. 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 consequences of doing so.
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E-shoppers are developing a rich online life beyond the click-to-purchase moment. Active on the web, today’s e-buyers use social media to research products prior to buying and share post-purchase experience for others. These connected habits will influence tomorrow’s e-commerce landscape.
What is preferred by Croatian customers?
The growing number of satisfied customers also proves that the Croatian market is a great potential for expanding the e-commerce sector. An e-shopper barometer was also conducted in Croatia, on a sample of 800 people, of which 74% said they were very satisfied with their last online purchase. The share of this type of trade in the domestic market is only 11.9%, while the European average is 13.5%, the research showed.
European buyers prefer to buy goods from foreign web stores (62%), and this figure is even higher in Croatia - 85% of domestic e-shoppers buy from foreign web shops, mostly from Europe (78%) and China (73%). The reason for such a large share of cross-border shopping is the still low share of domestic e-commerce, as well as a better offer in foreign online stores.
The percentage of online store fans among the total number of online shoppers is 14%, while casual online shoppers make up 19%. The European average of online store fans is 13%, while the share of casual shoppers is 15%. Also, the third category of online shoppers stands out among European shoppers, with eco-aware online shoppers accounting for as much as 17%.
The e-shopper barometer showed that online shop fans most often buy clothes, accessories, health care products and shoes.
When it comes to payment methods, 76% of online shoppers use several payment methods, Paypal or Alipay (59%) followed, Visa and Mastercard (54%), and 46% of shoppers prefer payment COD.
Home delivery is the most common choice of delivery method, but a growing number of customers are also choosing delivery to alternative locations (post office, Pickup locations). The most commonly used device by local e-shoppers is a smartphone.
The trend of social networks has engulfed our country as well, with as many as 70% of domestic respondents making the decision to buy a specific brand product based on a recommendation from social networks, and 79% later leave a review.
In addition, Croatian e-shoppers find it important to know who will deliver their package, and 52% of them feel more secure when they have such information, which directly influences the decision whether or not to purchase a product online.
About the e-shopper barometer
The 2019 DPDgroup e-shopper barometer report was conducted by GfK from 27 May to 10 July 2019. The dana were gathered through blind (blind: interviewees are unaware of who requested the study), online interviews with 24,258 participants across 21 European countries (Austria, Belgium, Croatia, Czech Republic, Estonia, France, Germany, Hungary, Ireland, Italy, Latvia, Lithuania, Netherlands, Poland, Portugal, Romania, Slovakia, Slovenia, Spain, Switzerland, UK) and Russia. Between 800 and 1,515 participants were interviewed per country. All participants, aged 18 or over, had ordered physical goods online since January 2019 and then received a parcel. The DPDgroup e-shopper barometer has been running for the fourth consecutive year. This research is one of the key relevant indicators of e-customer profiles and their habits, as well as trends in the e-commerce market.
