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1、UNDERSTANDINGTHE EUROPEANONLINE SHOPPER(AND HOW TO MAKE THEM BUY)ADD TOBASKETWELCOME TO THE DHL ONLINE SHOPPER REPORT 2022HELPING YOU TAKE YOUR E-COMMERCE BUSINESS TO THE NEXT LEVELSelling internationally is crucial for your business growth.But how do you decide where and how youre going to sell?To

2、help you answer these essential questions,DHL commissioned a study of online shoppers across Europe to gain a deeper understanding of their online shopping habits.Our survey took place in the first half of 2022,across nine European markets(UK,France,Spain,Germany,Sweden,Poland,Netherlands,Czech Repu

3、blic and Austria).Participants were asked to complete an online survey,which examined their attitudes to cross-border shopping as well as their more general online shopping preferences.We covered a range of topics including delivery and payment preferences,the importance of returns,and the role sust

4、ainability plays in where and how they choose to make their online purchases*.Armed with these insights into how shoppers across Europe think and act,you can tailor your offers and services accordingly and grow your business internationally.*Some percentages in this report have been rounded up or do

5、wn to the nearest whole number.“I only shop on my laptop”“I want to use Apple Pay”“I dont trust reviews”“Is there a greener delivery option?”“I wish this product had more photos”Read on to discover the results of these in more detail Cross-border shopping Product categories and spend Delivery and re

6、turns Sustainability The online shopping landscape What online shoppers said“I dont want to pay for returns”A FEW THINGS YOUR CUSTOMERS TOLD USDHL Online Shopper Survey 20223EXECUTIVE SUMMARY THE HEADLINES FROM OUR SURVEY ARE IN Cross-border shopping is growing but there are concerns to address.Your

7、 European shoppers say:They are worried about customs costs when buying from overseas providers They feel cross-border purchasing will lead to longer delivery times Language barriers are an issue for them:Product descriptions and complaint procedures are their main pain points They are concerned abo

8、ut a complex returns process They want to be able to pay in their local currency and this isnt always available They feel shopping in their own country is safer and more reliable Using Amazon is easier than buying from a cross-border e-tailer proof that the Amazon fulfilment process ensures shoppers

9、 arent aware of where the product is coming from They are worried consumer protection laws will be different in other countries Their carbon footprint is a concern;shoppers prefer to buy domestically for environmental reasonsCONSUMERS NEED THEIR GOODS QUICKLY AND WITHOUT HASSLE Our survey found that

10、 consumers have heightened expectations of home delivery and online shopping,with a need-it-now mentality shaping demands for efficiency and speed.Shoppers are used to getting their local deliveries fast,which makes international delivery times feel super-slow.So,domestic is setting the delivery pac

11、e and the expectation levels for international to follow.No surprise there.But what about buying online from overseas e-tailers?DHL Online Shopper Survey 20224SUMMARY ADVICECROSS-BORDER SHOPPINGRead on to discover the results in more detail Cross-border shopping Product categories and spend Delivery

12、 and returns Sustainability The online shopping landscape What online shoppers saidDHL Online Shopper Survey 20225ONLINE SHOPPERS IN EACH COUNTRY SPAIN 1.UNITED KINGDOM(48%)2.GERMANY(33%)3.FRANCE(29%)CZECH REPUBLIC 1.GERMANY(41%)2.UNITED KINGDOM(29%)3.SLOVAKIA(20%)GERMANY 1.UNITED KINGDOM(38%)2.AUST

13、RIA(23%)3.FRANCE(16%)AUSTRIA 1.GERMANY(77%)2.UNITED KINGDOM(18%)3.ITALY(11%)POLAND 1.GERMANY(58%)2.UNITED KINGDOM(35%)3.ITALY(15%)SWEDEN 1.UNITED KINGDOM(46%)2.GERMANY(41%)3.DENMARK(25%)FRANCE 1.UNITED KINGDOM(36%)2.GERMANY(30%)3.SPAIN(19%)UNITED KINGDOM 1.GERMANY(25%)2.SPAIN(13%)3.FRANCE(13%)THE NE

14、THERLANDS 1.GERMANY(42%)2.UNITED KINGDOM(36%)3.BELGIUM(22%)Theres a significant pattern:With all our surveyed countries,most bought from Germany and the United Kingdom,followed by their near neighbors.*Respondents were offered multiple choice selections for this question.WHERE THEY BUY FROM AND WHEN

15、 THEY BUY EUROPEAN CROSS-BORDER*DHL Online Shopper Survey 20226WHO BUYS FROMOTHER COUNTRIES?WHO YOURE TARGETING FOR CROSS-BORDER SALESOverall,male shoppers under 24 years old are those most likely to shop cross-border.However,in the UK,women are slightly more likely thanmen to shop cross-border and

16、they tend to be from a slightly older demographic(25 to 34 years old).In France and Poland,women are also more likely to make cross-border purchases but tend to be in the youngest age group(18-24 year-olds).So to conclude:The largest group of cross-border online shoppers liesin the 25-44 year age gr

17、oup,however the 18-24 year-olds over-index on likelihood to shop cross-border(75%vs 64%).SAMPLE BY AGE GROUP18-24 Years Old 25-34 Years Old 35-44 Years Old 45-54 Years Old 55-64 Years Old 65+Years Old 75%SHOP CROSS-BORDERTOTAL SAMPLE SIZE 588TOTAL SAMPLE SIZE 93467%SHOP CROSS-BORDERTOTAL SAMPLE SIZE

18、 95961%SHOP CROSS-BORDERTOTAL SAMPLE SIZE 89554%SHOP CROSS-BORDERTOTAL SAMPLE SIZE 76445%SHOP CROSS-BORDERTOTAL SAMPLE SIZE 68636%SHOP CROSS-BORDERThe chart above shows the respective size of each age group in the sample surveyed across the 9 markets,and the propensity of each age group to buy cross

19、-border.DHL Online Shopper Survey 202271BEING ABLE TO BUY BRANDS OR PRODUCTS NOT AVAILABLE IN THEIR HOME COUNTRY2FINDING LOWER PRICES IN OTHER COUNTRIESWHY DO ONLINE SHOPPERS BUY CROSS-BORDER?Our survey*discovered there are two main reasons for this:The most common reason for people to shop cross-bo

20、rder is to purchase a product or brand that isnt available in their country overall,45%cited this as the main reason.This was followed by lower prices(33%)and being able to find better quality products(19%).Europe is a mature e-commerce market,with a strong,reliable infrastructure compared to other

21、continents.And with consumers becoming increasingly tech-savvy,the shift to online shopping was always predictable.Then COVID hit.It became the big game changer for accelerating peoples online shopping behavior.Even now that Europeans are free to visit stores again,we found that the majority of shop

22、pers prefered to continue shopping online.This isnt free of issues,though:Our survey also discovered shopper distrust when it comes to international delivery times and complicated returns.Online shoppers would have more confidence shopping cross-border if some of their concerns(such as simple,seamle

23、ss returns process)were mitigated.Ultimately,a consumer should see&feel no difference between a domestic orcross-border parcel delivery in Europe.Alex Schmitz-Huebsch,Vice President,Global Product&Sales Management,DHL eCommerce Solutions*Respondents were offered multiple choice selections for this q

24、uestion.DHL Online Shopper Survey 20228More than half of the cross-border shoppers we surveyed purchase from abroadat least once per month,and 20%think theyll buy cross-border morefrequently in the next year which presents an opportunity for e-tailers across Europe to widen their customer base.HOW F

25、REQUENTLY DO THEY BUY CROSS-BORDER?67%OF CROSS-BORDER SHOPPERS MAKE PURCHASES FROM OTHER MARKETS AT LEAST ONCE PER MONTH 20%SAY THEYLL MAKE MORE CROSS-BORDER PURCHASES IN THE NEXT12MONTHSUK shoppers are far more insular,with only 36%buying cross-border.Brexitsurely has a part to play here,making UK

26、buyers feel less connected to the European mainland.As a result,the real opportunity lies in other European markets.DHL Online Shopper Survey 20229UK SHOPPING:THE BREXIT EFFECTBrexit has played a part in UK shoppers reluctance to buy from abroad,with the most significant impact being slower delivery

27、 times.Brexit is still very much unfinished business.British and EU leaders finally reached the EU-UK Trade and Cooperation Agreement on 24th December 2020.But is this the final word on the matter?Its unlikely.For now,e-tailers are faced with stricter customs regulations and border checks for goods,

28、not to mention an extraordinarily complex paperwork process that needs to be completed.These additional hurdles have had the overall effect of delaying delivery times on either side of the Channel and have impacted UK shoppers willingness to buy from countries in the EU.EXPERT ASSESSMENT DHL Online

29、Shopper Survey 202210WHAT THE SURVEY RESULTS MEAN FOR YOUR BUSINESSDHL Online Shopper Survey 202211YOURE WELL PLACED IF YOUR BUSINESS IS IN GERMANY OR THE UKWhen it comes to the countries that peoplebuy from,cross-border shoppers turn mostly to the UK and Germany.Ifyourbusiness ships from either of

30、these,its time to market further afield.CROSS-BORDER DELIVERY NEEDS TO BE SECURE AND RELIABLEIf you sell cross-border to shoppers in Europe,you need to go the extra mile to reassure them of your trustworthiness and ability to deliver safely.SUMMARY ADVICEPRODUCTCATEGORIESAND SPENDRead on to discover

31、 the results in more detail Cross-border shopping Product categories and spend Delivery and returns Sustainability The online shopping landscape What online shoppers saidDHL Online Shopper Survey 202212THE MOST POPULAR PRODUCT CATEGORIES DomesticOverall,clothing and footwear is the most popular cate

32、gory of online shopping in Europe,especially in the UK.This could be one of the reasons many UK retailers are introducing paid returns,in a curb to reduce excessive returns-per-order.The popularity of this category is considerably higher amongst women than men,who are more likely to buy consumer ele

33、ctronics online.Cross-borderClothing and footwear also topped our poll of the most popular products to buy from abroad,with almost 60%of cross-border shoppers purchasing from this category*.This is perhaps unsurprising given the changing way in which people are shopping,alongside the continued demis

34、e of high-street choice.Consumer electronics are also an important category with 40%of consumers in Spain and Poland saying they purchase from this sector when shopping cross-border.The majority of cross-border customers shop from abroad once a month and a significant proportion said they expect to

35、do so more frequently in the coming year although 28%of shoppers in the Czech Republic say they will buy cross-border less frequently,with 25%of German shoppers and 22%of shoppers in the Netherlands saying the same.So if youre targeting these markets you might have to work harder in the coming month

36、s and years to convince these shoppers to buy.*Respondents were offered multiple choice selections for this question.DHL Online Shopper Survey 202213Clothing&FootwearConsumerElectronicsSport,Leisure&HobbiesCosmeticsFurniture&HomewareCzech RepublicAustriaSwedenPolandSpainFranceGermanyThe NetherlandsU

37、K57%29%28%16%15%62%36%31%15%13%59%21%28%17%10%61%40%24%23%14%61%40%26%15%14%66%28%22%16%13%54%24%27%14%12%52%25%27%14%10%65%20%18%22%12%CROSS-BORDER PURCHASES BY CATEGORYWHO ARE THE BIG SPENDERS?When we look at general online shopping spend(taking into account both domestic and cross-border purchase

38、s)the typical overall monthly spend on online shopping is between 50 and 100,with 43%of respondents in France,39%in both Spain and Poland,38%in Sweden,36%in the UK,and 33%in the Netherlands,spending within this range.The Austrians and Germans were the biggest online spenders:over 25%of Austrians sai

39、d they spent between 100 and 200 per month.One interesting contrast between these two countries was the age of the biggest spenders.In Austria they were the 45-54 year-olds,11%ofwhom spent over 250 per month.Across the border inGermany,the same percentage of 25-34 year-olds spent over 250 per month.

40、At the other end of the scale,in the Czech Republic,37%ofshoppers spent less than 50 per month online.Less than50/50Between 50 and 100/50 and 100Between 100 and 250/100 and 250Over 250/250Czech RepublicAustriaSwedenPolandSpainFranceGermanyTheNetherlandsUK27%40%25%8%37%36%20%7%30%38%24%8%34%39%23%4%3

41、2%40%23%5%27%43%23%7%27%42%23%8%31%32%27%9%33%36%23%8%Identify the most fertile markets for your products.For example,if your business sits within the most popular product category clothing and footwear and your market is younger adults,you should look to Germany as your strongest potential market w

42、here 34%of 18-24 year-olds buy from the clothing and footwear category.DHL Online Shopper Survey 202214EXPERT TIPDELIVERY AND RETURNS Read on to discover the results in more detail Cross-border shopping Product categories and spend Delivery and returns Sustainability The online shopping landscape Wh

43、at online shoppers saidDHL Online Shopper Survey 202215THE POWER OF A GOOD DELIVERY PROVIDERPercentage of shoppers saying they wont buy at all if they arent happy with the delivery provider offered:FRANCE 36%AUSTRIA 42%SWEDEN 58%SPAIN 37%THE NETHERLANDS 26%POLAND 29%UNITED KINGDOM 41%GERMANY 44%CZEC

44、H REPUBLIC 58%EUROPEAN AVERAGE 41%Parcel lockers are the best delivery option for me,so I dont shop at places that dont offer me this option.Polish online shopper-Female,35-44 years oldDHL Online Shopper Survey 202216HOW MUCH DO DELIVERY OPTIONS IMPACT CONVERSION RATES?In short,a lot.While over 96%o

45、f our online shoppers said they were happy with the delivery options offered with their last online purchase,many told us they had previously abandoned their shopping cart because their preferred option wasnt available:85%said so in Austria,over 75%in the UK,Sweden and Spain,72%in France and 70%in G

46、ermany.Delivery options really matter to conversion rates.Shoppers in Poland placed least importance on this with 65%saying they had abandoned their basket if not offered their preferred delivery option.For most countries surveyed,over half of shoppers said it was important to know the identity of t

47、he delivery provider before paying for their purchase.41%said they would avoid buying from an e-tailer altogether if they werent happy with the delivery provider being offered.This figure rose to 58%for both the Czech Republic and Sweden.MOST EUROPEAN SHOPPERS STILL PREFER HOME DELIVERY We found tha

48、t the vast majority of European shoppers preferred to have purchases delivered to their home for example,82%in France.The least popular option was to have the delivery left with a neighbor,only 5%opted for this.Here are the overall results:More than 80%of shoppers in Austria,Spain,France,Germany,the

49、 Netherlands and the UK want home deliveries 54%in Poland prefer to collect items from parcel lockers A third of shoppers in Czech Republic choose parcel shops,and in Sweden its a quarter of shoppers.To conclude:Its no surprise that most(73%on average)want home delivery,but its wise to includeservic

50、e points and parcel lockers as options for your customers,as the demandfor these is increasing in many countries.SHOPPERS COULDNT DECIDE ON DELIVERY COSTS As for delivery costs,shoppers were split about whether they should be included in the price of the purchase or shown at checkout.And this split

51、was not just between countries but within countries!For example in the UK,exactly 50%of shoppers wanted them included upfront,while 50%wanted them shown at checkout!BUT THEY ALL AGREED ON TRACKING THEIR SHOPPINGThe importance of being able to track their deliveries,clearly matters to shoppers.69%of

52、residents in Austria said this was very important,rising to 94%in France,with the rest falling in between the two.Amongst those who shop internationally,end-to-end tracking is significantly more important than for those who dont,with 82%saying it was very or quite important,versus 75%amongst those w

53、ho dont purchase cross-border.DELIVERY OPTIONS HAVE BECOME A CLEAR DIFFERENTIATOR93%of European shoppers say that where they choose to shop online is influenced to a significant degree by the delivery options offered at checkout.Offering a great product at a great price is no longer enough to earn a

54、 loyal customer base.DHL Online Shopper Survey 202217THE RISE OF THEUNATTENDED DELIVERYUnattended delivery opens up new ways to enhance the shopping experience for both consumers and retailers.The most obvious advantage of unattended delivery is that customers can choose a pick-up location for their

55、 order nearby and prevent a delay in receipt of their parcel in case they are not at home.This creates additional convenience for shoppers as they are able to plan and control the delivery of their purchases in a way that fits seamlessly into their daily routine and lifestyle.The ever-increasing net

56、work of parcel lockers and service points provides shoppers with the convenience of collecting their item without going out of their way.Unattended delivery also has sustainability benefits.Delivering parcels in bulk means door-to-door deliveries can be minimized,which reduces drivers carbon emissio

57、ns.30%UP TOOF CO2 EMISSIONS CAN BE REDUCED BY PROVIDING UNATTENDED DELIVERY OPTIONSDHL Online Shopper Survey 202218Unattended Delivery refers to parcels delivered directly to Parcel Lockers or Service Points (parcel shops).Look at our DHL service points here.EXPERT TIPFROM DELIVERY,TO THE IMPORTANCE

58、 OF RETURNSOur research showed that,for most European online shoppers,having to pay for returns can be a deal-breaker.The Spanish insist most on free returns,with 62%saying they only buy from e-commerce stores which offer them.But around half of shoppers in France,Germany,the Netherlands,the UK and

59、Austria alsolimit their shopping in this way,falling to 38%in the Czech Republic and 31%in Sweden.So,in a worst-case scenario for an e-commerce business,around half your potential European customers could rule out buying from you,for one simple reason:you dont offer free returns.The sole exception i

60、s in the Czech Republic,where nearly one-third of shoppers told us that having to pay for returns is not an issue,providing they really want the item theyre purchasing.In every market,the vast majority of shoppers(75%+)want a returnslabel included in their parcel rather than having to print one out

61、themselves.We suggest you offer free returns on your goods,no matter which market you operate in.Your customers will look positively on your brand for doing so.DHL Online Shopper Survey 202219EXPERT TIP12IS YOUR PACKAGING GOOD FOR THE RETURN JOURNEY?Your packaging needs to survive both the outbound

62、and return journey.You want your stock to be protected throughout,while consumers deserve packaging that is reusable.Are your shipping bags resealable?And are your cardboard boxes strong enough?MAKE THE PROCESS CLEAR AND EASYOFFER SIMPLEDROP-OFF OPTIONSACKNOWLEDGE THE RETURN AND PAY BACK QUICKLYIs y

63、our returns process clear?Do you provide a pre-printed returns label?Make your returns process as simple as possible for your consumers;offer transparent,easy-to-follow information about your returns.No one wants to travel all the way across town just to drop off a return.Choose a logistics carrier

64、with a high density of drop-off points,ideally at high-traffic locations with long opening hours,such as local shops.Locker options are also a great addition,further widening your customers options.Tracking is vital for returns,too.Once received,be sure to notify your customer that the item has been

65、 accepted.For consumers,it is essential to get their money back for the returned goods as soon as possible.Its good for your trustworthiness and reputation.34DHL Online Shopper Survey 202220DHLS TIPS FOR GREAT RETURNSSUMMARY ADVICESUSTAINABILITYRead on to discover the results in more detail Cross-bo

66、rder shopping Product categories and spend Delivery and returns Sustainability The online shopping landscape What online shoppers saidDHL Online Shopper Survey 202221DOES SUSTAINABILITY MATTER TO THE SHOPPER?Yes,absolutely.Throughout all markets,shoppers thought sustainability was important,with 53%

67、saying so overall.The only places where the figure dropped below 50%were the Czech Republic(48%)and the Netherlands(40%).As you might expect,sustainability was more important to younger people.And in some countries(Austria,the UK and Poland),it mattered more to women than men.More revealing were wha

68、t sacrifices shoppers were prepared to make to be greener.We found that this varied hugely in different countries.Over 50%of shoppers in Austria,Spain,the Netherlands and the Czech Republic said they would sometimes pay more for green delivery,and just under 50%agreed in Poland,France and the UK.In

69、fact,according to independent research conducted by The Foresight Factory,over one-third of European shoppers want brands to use electric vehicles for deliveries.It also found out that completely recyclable packaging is considered one of the most important sustainable practices brands can adopt.I wa

70、nt the retailers I use to offereco-friendly packaging.Polish online shopper-Female,55-64 years oldDHL Online Shopper Survey 202222DELIVERING SUSTAINABILITYThe desire for more sustainable delivery is there in principle,but the reality of how shoppers actually behave is less clear.In Germany almost a

71、quarter say they would always pay more for a green delivery,which compared to Sweden where a quarter of shoppers say they would never pay for a green delivery.Shoppers were divided along the same lines when asked about paying for sustainable packaging.Austrian and German shoppers are the most likely

72、 to pay more for eco-friendly packaging with over a quarter of shoppers in these countries saying they would always choose to pay more.23%IN GERMANY,58%ON AVERAGE WERE WILLING TO WAIT LONGER FOR A GREENER DELIVERYSAID THEY WOULD ALWAYS PAY MORE FOR GREEN DELIVERYDemographics tell a slightly differen

73、t story though:Overall,the younger age groups were likely to always pay more in fact almost a third of under 34 year-olds would always choose to pay more versus only 14%of over 55 year-olds.However,all age groups were far more willing to sacrifice speed to be greener.Over 50%in all nine markets were

74、 willing to wait longer for a greener delivery and,given the choice,shoppers in all markets would prefer a longer wait to paying more.Our findings go against the conventional wisdom that fast delivery and instant gratification are paramount for online shoppers.DHL Online Shopper Survey 202223IN GERM

75、ANY,IN EUROPE,WHAT THE SURVEY RESULTS MEAN FOR YOUR BUSINESSFASTER DOESNT ALWAYS BEAT GREENER Offering a greener delivery option can encourage customers to buy from you.According to our research,most online shoppers would be happy to wait a little longer if they know delivery is more sustainable.SOM

76、E WILL PAY MORE FOR GREEN DELIVERY In some regions,notably Germany,Austria,Spain,the Netherlands and the Czech Republic,a significant number of shoppers will pay more for green delivery options.GREEN DELIVERY AND PACKAGING PLAYS WELL WITH YOUNGER AUDIENCES Having a sustainable approach to online sho

77、pping is of key importance to younger shoppers,with those aged under 35 twice as likely to want to pay for a green delivery and for sustainable packaging than shoppers aged over 45.DHL Online Shopper Survey 202224THE ONLINE SHOPPING LANDSCAPERead on to discover the results in more detail Cross-borde

78、r shopping Product categories and spend Delivery and returns Sustainability The online shopping landscape What online shoppers saidDHL Online Shopper Survey 202225OUR OVERVIEW OF THE ONLINE MARKETPLACEThe e-commerce market in Europe is growing from strength to strength.However,its not all perfect in

79、 the world of online shopping and as much as European shoppers are turning away from high streets,they feel there are still improvements to be made to the online experience.Consumers want shopping online to match the real-life experience as much as possible with clear,360 pictures of products theyre

80、 interested in.And they want to feel thesupport they would get from a sales assistant in a brick-and-mortar store.For example,AI-enabled chatbots can provide shoppers with personalized suggestions based on their shopping preferences.DHL Online Shopper Survey 202226I want to see better product photos

81、 and descriptions.Support should be easier to access prior to purchase and available for advice.German online shopper-Male,35-44 years oldVISUAL SHOPPING EXPERIENCES ARE CRUCIAL FOR ONLINE CONSUMERSFrom interactive and shoppable microsites to AR-powered try-before-you-buy services,more brands are in

82、novating how they help consumers experience a product before they commit to buying.The pre-purchase phase can be fun as well as informative;its why many household brands,like Nike,IKEA and Wayfair are all creating fully virtual experiences,where shoppers tour a digital space,with products from the o

83、nline marketplace.The key is to empower consumers to visualize the product in context.For some brands,that will mean harnessing AR capabilities and leaning heavily into dynamic visuals.For others,working alongside social media creators and directing customers to user-generated content from these bra

84、nd advocates can achieve similar results.Having quality photos for e-commerce is the primary draw to attract people to your product.A product photo should include instant information such as size,color and in-situ use(such as being worn,or shown in the home).Showing multiple angles of the product is

85、 also beneficial.When a buyer is left to wonder what the other side of the product looks like,they become less confident in their purchasing decision.DHL Online Shopper Survey 202227EXPERT TIPWHAT CUSTOMERS REALLY VALUE WHEN SHOPPING ONLINEIts important to note that consumers increasingly view value

86、 as a holistic proposition.Theyre not just evaluating price;they also want to know that the products they buy align with their ethical demands and beliefs.Our data shows that a majority of consumers across the European countries we surveyed are interested in checking how ethical a product or service

87、 is before buying.Brands and retailers are catering to these demands by allowing shoppers to filter by eco-friendliness or browse according to cause.One example is FashionKind,a clothing retailer with a Shop by Cause section on its website,with areas including Vegan,Womens Empowerment and Artisan Cr

88、aft.SOCIAL SHOPPING IS MORE THAN A TREND Social-based e-commerce(selling directly on platforms such as Instagram,Facebook and TikTok)is a growing area in Europe with over half of online shoppers across the continent saying they have bought on at least one social platform.The highest take up is in Sw

89、eden where 28%have bought via Facebook,followed by Poland with 27%and the Czech Republic with 25%.DHL Online Shopper Survey 202228WHICH DEVICES DO THEY PREFER?We discovered an age divide in most European countries,with older shoppers preferring to use their laptops and younger ones preferring smartp

90、hones.Laptops are more popular overall.However,the two outliers are the UK and France.Overall,UK shoppers had the highest usage of smartphones at 48%,and their divide was more linked to gender 64%of women prefer to use smartphones compared to just 27%of men.In France,all shoppers still prefer to use

91、 their laptops rather than smartphones,regardless of age.Even in the youngest age group(18-24 years old)only 13%use their smartphones to shop.LAPTOPS/DESKTOPS ARE MORE POPULAR OVERALLAustriaCzech RepublicSwedenPolandSpainFranceGermanyThe NetherlandsUKOverallSmartphone43%29%43%27%37%9%32%34%48%34%Lap

92、top/Desktops53%69%52%72%59%85%61%57%42%61%Tablet4%2%5%1%5%5%7%8%11%5%DHL Online Shopper Survey 202229OMNI-CHANNEL IS THE NEW BLACKDont be fooled though-while mobile commerce is still smaller by comparison to desktop,it has a vital role to play.Across Europe,growing proportions of consumers are regul

93、arly using their smartphones to browse products before buying online or in-store.For example,French shoppers may prefer to complete a purchase on their laptops,but the proportion using a smartphone to browse products almost doubled between 2015 and 2022.For brands,providing a quality and consistent

94、user experience across the whole sales ecosystem is key.Our research found that consumers want the online shopping experience to be as seamless as possible,whether they are using one device to complete the transaction,or hopping between several.DHL Online Shopper Survey 202230WHAT IS THEIR BROWSING

95、BEHAVIOR?In all the markets surveyed,62%of online shoppers browsee-tailers at least twice per week.But the UK is an exception again,with 70%browsing twice every week and that figure increases to 80%amongst 25-34 year-olds.Whilst online shoppers find it easier and more convenient to shop this way,rat

96、her than browse in a physical shop,they also want to see better price comparison capabilities online too.This is to ensure theyre definitely getting good value for money.KEY PHRASESto make a purchase in a brick-and-mortar store having seen and researched the product onlineWEBROOMING verbSHOWROOMING

97、verbto make a purchase online after seeing the product in-storeDHL Online Shopper Survey 202231A strong omni-channel strategy puts the technology and operations in place to meet customers where they are and where they want you to be,and also gives centralized data to determine the best ways to meet

98、customers where they are and provide them with an excellent experience and service.Click to find out how Camper won new customers with their omni-channel retail strategy.Dominic Harrison-Director of Global Trends at Foresight FactoryWHY ARE THEY BROWSING AND NOT BUYING?In fact,in all markets,we foun

99、d that younger people browse more frequently.And the vast majority of shoppers look around for the best deals.Sometimes,in a practice known as showrooming,a customer will visit a physical store to try a product and then search for a better price online even while still in-store.This is often off-set

100、 by webrooming,a practice that gained popularity during the Covid-19 pandemic and entails shoppers researching products online but ultimately buying in-store.However,browsing doesnt always mean buying.For example,in Austria,browsing frequency is about the same as for most European countries,but 47%s

101、ay they make only one online purchase per month.DHL Online Shopper Survey 202232I want to see more customer reviews and better product descriptionsSwedish online shopper-Female 25-34 years oldDHL Online Shopper Survey 20223384%IN SWEDEN,OF ONLINE SHOPPERS CHECK REVIEWS BEFORE MAKING A PURCHASEMOST E

102、UROPEAN COUNTRIES WERE SIMILAR IN THIS RESPECTDO CUSTOMER REVIEWS INFLUENCE BUYING BEHAVIOR?When shoppers get close to purchasing,most see buyer reviews as important,and admit to being influenced by them.Always prompt customers to leave a review.Shoppers are wary of products or brands with no review

103、s and they are highly likely to be influenced by feedback from previous customers.EXPERT TIP99%WITH OF THOSE SAYING THEY WERE INFLUENCED BY THEMDHL Online Shopper Survey 202233Yes,very muchYes,to some extentCzech RepublicAustriaSwedenPolandSpainFranceGermanyThe NetherlandsUK28%70%2%21%77%2%27%72%1%3

104、1%69%1%32%66%2%28%70%3%20%76%4%17%79%4%25%73%2%No,notat allDO CUSTOMER REVIEWS INFLUENCE BUYING BEHAVIOR?Shoppers in the Netherlands were the least influenced by reviews 77%checked them,but only 17%said their purchasing behavior was very much influenced by what they read.Actively and openly engaging

105、 with customers via their reviews can show that brands take feedback seriously.It is also an opportunity to make customers feel like active participants in the brand whose ideas and opinions are valued.Web platform Try Your Best utilizes this model;it rewards consumers for feedback on things like pr

106、oduct colorways and marketing imagery,gathering these in exchange for NFTs,brand coins,discounts,samples and access to events.DHL Online Shopper Survey 202234EXPERT TIPCustomers also need a nudge to complete their purchase and one of the most effective ways of doing this is by providing discounts an

107、d promotional offers.When shoppers talk about the frustrations they feel when shopping online,they mention the rules often attached to these discounts.Our research confirms that discount hunting has become a mainstream feature of online shopper journeys.In fact,24%say the main reason they shop onlin

108、e is to get better deals.Consumers are on the lookout for promotions,discount codes and cashback deals,and many are willing to share personal information to secure a bargain.For example,most European shoppers have signed up to newsletters or mailing lists to secure introductory or one-off discounts

109、at checkout.Discounts are usually reserved for purchases of a certain amount.I would like the minimum amount required to be eligible for a discount to be lowered.USE OFFERS TO CLOSE THE DEALFrench online shopper-Female,55-64 years oldDHL Online Shopper Survey 202235DHL Online Shopper Survey 202235Cz

110、ech RepublicAustriaSwedenPolandSpainFranceGermanyThe NetherlandsUKMake sure you offer all major credit and debit cards as payment options,and all digital wallets.Plus,if youre selling in Sweden,Germany,Poland or the Czech Republic,be prepared to provide for their payment quirks.HOW DO SHOPPERS PREFE

111、R TO PAY?When shopping online,people are looking for the most seamless and convenient ways to make payments.While options like debit and credit cards are already in use,people are seeking more sophisticated methods of digital payments like cryptocurrency though this is still in nascent days.In the s

112、ame breath,younger generations hesitant to use credit are turning to Buy Now,Pay Later(BNPL)to fund bigger purchases,utilizing platforms like Klarna,Divido,Ratepay and Clearpay.Our research showed that the most popular method of payment throughout Europe is by credit or debit card.No surprises,there

113、.We discovered that several countries have payment quirks:in both Sweden and Germany around 20%of shoppers want to receive an invoice;in Poland 29%want to pay by bank transfer;and in the Czech Republic nearly 20%want the option of paying cash on delivery.PAYMENT PREFERENCES BY COUNTRY(ALL AGE GROUPS

114、):Credit/Debit CardGoogle Pay/Apple PayDigital Wallet(Paypal or equivalent)Bank TransferInvoiceCash on Delivery34%2%34%12%17%3%54%5%12%10%1%18%45%3%23%5%23%1%30%4%23%29%3%11%52%1%43%0%0%4%65%1%33%0%0%1%14%4%52%8%20%2%37%3%34%10%16%1%67%6%26%0%0%1%DHL Online Shopper Survey 202236EXPERT TIPWHAT ELSE P

115、AYS?Digital wallets also remain a popular choice.In Germany,digital wallets,like PayPal or Apple Pay,are actually the top choice for payment.Here,over half the respondents prefer using it,while in Spain,payment by this method comes in a close second.There are,however,differences by age of shoppers.I

116、n both Germany and the UK,18-24 year-olds are more likely to prefer using Google or Apple Pay than over 55 year-olds(12%versus 2%in Germany and 16%versus 1%in the UK).Whilst in Sweden 46%of over 65 year-olds prefer to receive an invoice compared with 53%of 18-24 year-olds who prefer to use a credit

117、or debit card to pay for their purchases.In every market we surveyed,the vast majority of shoppers believe e-commerce websites generally offer a good choice of payment options.But on the other hand,if their preferred payment method is not offered,they are very likely to abandon their shopping cart.D

118、HL Online Shopper Survey 202237Payment options are limited some do not offer crypto,PayPal or Revolut.German online shopping-Female,25-34 years oldIS IT TIME TO CONSIDER CRYPTO PAYMENTS?Whilst it is still in its early stages,some buyers are starting to want to see cryptocurrency payment options espe

119、cially amongst younger shoppers.DHL Online Shopper Survey 202238WHO ABANDONS THEIR SHOPPING CART AND WHY?Cart abandonment rates vary a lot across Europe.Shoppers in France and Sweden are the most likely to abandon their carts(France 44%and Sweden 42%).On the other hand,shoppers in other countries sa

120、id they never or rarely abandoned their carts:Czech Republic(75%of respondents),Poland(71%),UK(65%),and the Netherlands(61%)claim to go through with purchases.As mentioned previously,most shoppers are likely to abandon their cart if not offered their preferred delivery option.Unexpected costs at che

121、ck-out were another reason mentioned in many countries,although only in Spain and the Netherlands did this count higher than delivery costs.But the main trigger for abandonment,almost without exception,is delivery being too expensive.We found this was the case both for countries where shoppers frequ

122、ently abandon and where they dont,with 20-30%citing it as a reason in most of our markets,rising to 48%in the UK.One of the most annoying things about online shopping is getting to checkout and having unexpected costs such as import tax added.Netherlands online shopper,Female,45-54 years oldDHL Onli

123、ne Shopper Survey 202239WHAT OUR ONLINE SHOPPERS SAIDRead on to discover the results in more detail Cross-border shopping Product categories and spend Delivery and returns Sustainability The online shopping landscape What online shoppers saidDHL Online Shopper Survey 202240Over half of the shoppers

124、surveyed said knowing the identity of a trusted delivery partner was important to them.Sustainability is very high on your customers shopping lists,with many prepared to wait longer for a green delivery.Social is growing across the continent,with over half of all shoppers using social platforms to m

125、ake a purchase.More and more customers are turning to online reviews to validate their potential purchases.In Sweden alone 99%said reviews influenced their shopping behavior.30%-40%of shoppers surveyed frequently browse e-tailers twice or three times a week.Its also important to know that many brows

126、e and research before buying in a store.GAIN A TRUSTED DELIVERY PARTNER,OR LOSE UP TO 58%OF POTENTIAL CUSTOMERS YOUR SHOPPERS ARE LOOKING TO GO GREEN HAVING A SOCIAL SHOPPING OFFERING IS ESSENTIALONLINE REVIEWS REALLY MATTERWHAT OUR SURVEY SAID We trust that you found the findings and learnings from

127、 our report as enlightening as we did.There were far too many useful insights and nuggets of knowledge to put in a summary,but for us there were five real stand-out headlines.Take these onboard and your cross-border and online offering is sure to go from strength to strength.YOU NEED TO TURN BROWSIN

128、G INTO BUYING DHL Online Shopper Survey 202241SUMMARY ADVICENEXT STEPSWeve delivered a treasure trove of information we hope our European Online Shopper Report 2022 has been useful.You can learn more about specific markets by downloading the DHL Country Guides here.And if youd like to find out more about how we can help you enter European markets or grow your e-commerce business internationally,reach out to a DHL eCommerce Solutions consultant at DHL Online Shopper Survey 202242