What do customers actually want when shopping online? This question is not only asked by retailers, but also by us at DHL Freight and DHL Group. You can now get to the bottom of this question in our new Online Shopper Trend Report. It provides insights into the various regions and individual behavior patterns. In this article, we have summarized the insights into the purchasing behavior of online customers.
The survey was conducted worldwide. A total of 12,000 shoppers in 24 countries were surveyed and the results were published in the four reports “E-commerce Trends Report”, “Online Purchasing Behavior Report”, “Delivery & Returns Report” and “Cross-Border Buying Report”.
E-commerce Trends Report
Our E-Commerce Trends Report dives deep into the factors that drive online shoppers to click 'buy now' and why they abandon their shopping carts. Key insights reveal that financial incentives are paramount, with 85% of shoppers prioritizing reduced prices and 77% valuing discount codes. Delivery options significantly impact purchasing decisions, with high delivery costs causing 41% of shoppers to abandon their carts. The rise of social commerce is also notable, with one in two people having made a purchase via social media. Platforms like TikTok are particularly popular, and the use of voice assistants for shopping is increasing, driven mainly by younger consumers.
These findings underscore the importance of competitive pricing, flexible delivery options, and leveraging social media and new technologies to enhance the online shopping experience.
Online Purchasing Behavior Report
The Online Purchasing Behavior Report highlights key factors influencing online shopping. Social media plays a significant role, with 67% of shoppers using it for inspiration, rising to over 80% for those under 45. Sustainability is crucial, with 59% considering it important in their purchases. Reviews are essential for building trust amid economic uncertainty.
The report also explores popular products and the growing trend of subscriptions, with 51% of shoppers subscribing to various products. Understanding these insights can help businesses tailor their strategies to meet customer preferences effectively.
Delivery & Returns Report
The Delivery & Returns Report 2024 highlights key trends and preferences among global online shoppers. The report reveals that 41% of global online shoppers and 44% of social media shoppers will only buy from retailers that offer free returns. Additionally, 59% of shoppers consider sustainability important, with many willing to switch to collection points or pay higher delivery charges to be more eco-friendly. The preference for paperless returns is rising, especially in China, Spain, Poland, and the Netherlands, where many shoppers prefer scanning a QR code at drop-off points.
The report also emphasizes the importance of end-to-end delivery tracking, with 89% of shoppers considering it crucial for high-value items. Enhanced product descriptions and images can reduce return rates, which are often due to unmet expectations. Home delivery remains the most popular option, but parcel lockers and in-store pick-up points are gaining traction, particularly in Europe. According to the report 3 out of 5 shoppers in Europe prefer to return goods via a parcel store or parcel locker.
This is in line with DHL Freight's experience in Sweden, one of the most important and rapidly growing e-commerce markets in Europe. DHL Freight entered the e-commerce business there in the middle of this year and has so far installed more than 1,100 Parcel Lockers throughout the country. Consumers can now send back their returns via the Parcel Lockers with immediate effect. This new, customer-friendly service is just one of many innovations that are now gradually being rolled out in Sweden. DHL Freight has also been offering the home delivery option since October.
Cross-Border Buying Report
The Cross-Border Buying Report 2024 highlights key trends and insights into the behaviors and preferences of online shoppers purchasing from international retailers. Key findings include:
- Top Concerns for Shoppers: Fear of fraud (49%), longer delivery times (48%), and unexpected customs charges (41%). Providing globally trusted payment options and clear information about transit times and costs can alleviate these concerns.
- Factors Influencing Purchases: Lower prices (53%), a wider choice of products (42%), and the availability of products not found domestically (40%) are the main reasons shoppers buy from abroad. Shoppers in countries like the Czech Republic, the Netherlands, Spain, and Sweden are particularly price-sensitive.
- Preferred Features: To reassure overseas shoppers, retailers should offer simple and free returns (48%), secure payment options (48%), prices in local currency (45%), and clear transit times (39%).
- Frequency of Purchases: Almost half of global shoppers buy from international retailers at least once a month, with India leading in frequent cross-border purchases.
- Market Growth: The cross-border e-commerce market is expected to reach USD 7.9 trillion by 2030, presenting significant opportunities for retailers.
Understanding the insights from the 2024 Online Shopper Trend Reports can help businesses tailor their strategies to meet customer preferences effectively. Competitive pricing, flexible delivery options, leveraging social media, and new technologies are crucial for enhancing the online shopping experience. Sustainability, trust-building through reviews, and addressing cross-border shopping concerns are equally important for retaining and attracting customers.
