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1、Why do online shoppers really abandon their baskets?E-Commerce Trends Report2|E-Commerce Trends Report Using these results,weve created a series of reports that explore how shoppers are browsing and buying online providing you with valuable insight into online shopper behavior around the world.In th

2、is report,we explore the trends that are shaping todays e-commerce landscape.From social media shopping habits to the impact of delivery options on purchase decisions,youll discover whats important to shoppers when buying online.Equipped with the findings in this report,we hope you feel empowered to

3、 create a great online experience for your existing and potential customers.How the world shops onlineTo help your business understand what consumers want from online retailers in 2024,weve surveyed 12,000 shoppers across 24 countries.AustriaPolandUSAUAECzech RepublicSpainArgentinaAustraliaFranceSwe

4、denBrazilChinaGermanyTurkeyNigeriaIndiaItalyUKSouth AfricaMalaysiaNetherlandsCanadaMoroccoThailand2024 Online Shopper Trends Respondents were required to have made at least one purchase online within the three months before the survey.The countries chosen for this survey represent some of the most a

5、ctive e-commerce markets across the globe.Please note,that where percentages within this report dont equal 100%this is due to particular questions having multiple choice options.While regional data is provided,it does not reach a level of statistical significance to make definitive statements about

6、specific regions or globally.Figures are correct at time of publishing.But how do you overcome this challenge when there is no such thing as truly free delivery?Consider incorporating delivery charges into the cost of your products 46%of shoppers would prefer to pay for delivery this way.In Europe,s

7、hoppers are more frustrated than any other region by having to pay for returns.This frustration is highest in Spain,France,and the UK.What frustrates online shoppers the most?Across the globe,high delivery costs are a clear frustration.And with 41%of shoppers not completing their purchase because de

8、livery is too expensive,theres a serious risk of your business losing customers over delivery charges.31%36%37%46%54%High delivery costs Long delivery times32%OF SHOPPERS AGED 45 AND UNDER ARE ALSO PARTICULARLY FRUSTRATED BY A LACK OF CUSTOMER REVIEWS.Respondents were offered multiple choice options

9、 for this question.Having to pay for returnsNot enough product imagesNot enough product information2024 Online Shopper Trends 3|E-Commerce Trends Report 2024 Online Shopper Trends 1009080706050403020100What would improve the online shopping experience?Even if your business has a great product,making

10、 these improvements could encourage more shoppers to click buy now.Offering reliable delivery and returns can help solve shoppers frustrations and improve their experience.The right delivery provider can help your business connect deliveries and returns to help ensure your customers are satisfied.Re

11、spondents were offered multiple choice options for this question.Free deliveryFree returnsBetter product descriptionsMore customer reviews and imagesFast delivery67%48%41%39%42%4|E-Commerce Trends Report 0102030405060708090100With the three most important benefits being financial-related,its clear t

12、hat todays online shoppers are cost-sensitive.Reduced prices are particularly important to online shoppers in Turkey,with 74%ranking them as very important.While this decreases slightly in other countries across Europe,reduced prices remain the most important benefit.Have you considered offering onl

13、ine shoppers a discount code for free delivery?With free delivery improving shoppers online experience,this could persuade shoppers to make a purchase.Which benefits are important to shoppers when buying online?2024 Online Shopper Trends 85%Reduced prices68%Spending rewards55%Exclusive access to new

14、 products63%Loyalty schemes56%A personalized shopping experience77%Discount codes5|E-Commerce Trends Report 6|E-Commerce Trends Report2024 Online Shopper Trends 0102030405060708090100DID YOU KNOW?Third-party cookies are gradually being phased out due to privacy concerns,changing how you can advertis

15、e to customers online.These changes make first-party data such as email engagement,purchase history,and website activity more important for understanding and targeting customers.Dont forget,that when collecting first-party data from your European customers,you need to comply with GDPR and cookie-con

16、sent policies.What incentivises shoppers to subscribe to an online retailers email newsletter?Across the globe,only 17%of shoppers have never subscribed to an email newsletter.With discount codes an important benefit to 77%of shoppers,its no surprise that discounts and rewards are the main reason sh

17、oppers subscribe to email newsletters.IN WHICH COUNTRIES ARE SHOPPERS MOST AND LEAST LIKELY TO SUBSCRIBE TO EMAIL NEWSLETTERS?Most likelyLeast likelyUAEFranceTurkeyPolandNigeriaChina59%33%29%29%24%Discounts and rewardsTo learn more about products and servicesExclusive access to products and services

18、To keep up to date with the retailerTo receive personalized recommendationsSubscribeKEEP UP TO DATE ON OUR OFFERS2024 Online Shopper Trends Which devices are used most often for browsing and buying?OF ONLINE SHOPPERS ALSO STATE THEY SOMETIMES USE A RETAILERS APP.But why are retailer apps becoming mo

19、re popular with online shoppers?They give shoppers access to exclusive deals and offers.The shopping process is often streamlined and more convenient,with simple navigation and digital payment options.Shoppers receive a personalized experience based on browsing behavior and past purchases.The percen

20、tage shown is the total of always responses as opposed to sometimes and never.*Source:Statista,202352%THE USE OF VOICE ASSISTANTS IS ON THE RISEThe total worldwide transaction value of purchases made through voice assistants on smart home devices is expected to grow by 630%between 2020 and 2025.*Onl

21、ine shoppers aged 45 and under are driving this growth,with 35%saying they always or sometimes use voice search to make a purchase,compared to just 19%of those over 45.WHERE ARE SHOPPERS MOST ACTIVELY USING VOICE ASSISTANTS TO MAKE PURCHASES?Globally In EuropeIndia TurkeyChina ItalyUAE UK NigeriaGer

22、manyThailandPoland2024 Online Shopper Trends 010203040506070809010057%34%22%10%5%SmartphoneRetailer appsLaptop/desktopTabletVoice search7|E-Commerce Trends Report 2024 Online Shopper Trends Which social media platforms have online shoppers purchased from before?8|E-Commerce Trends Report DID YOU KNO

23、W?1 in 2 people have made a purchase on social media,but in Thailand that jumps to 9 out of 10,with TikTok being the most popular channel to buy from for 7 in 10 shoppers.37%28%18%16%7%6%Which social media platforms are most popular with online shoppers in China?1 Douyin 2 WeChat3 KuaishouFacebookIn

24、stagramTikTokYouTubePinterestSnapchatSocial media shopping is becoming increasingly popular with shoppers across the globe.By 2025,the social commerce market is estimated to reach approximately two trillion US dollars and around 28%(or 13%excluding China)of all online retail sales in 2025.*IN WHICH

25、COUNTRY IS EACH SOCIAL MEDIA PLATFORM USED THE MOST FOR SHOPPING?*Source:Deloitte,February 2023The rise of social e-commerceGloballyIn EuropeFacebookMoroccoUKInstagramIndiaTurkeyTikTokThailandUKYouTubeIndiaUKPinterestAustraliaUKSnapchatUAETurkey2024 Online Shopper Trends“Consumer purchasing patterns

26、 change annually,often shaped by prevailing social and technological trends.One significant factor in this transformation has been the growing impact of social media.The rise of social media has revolutionized online shopping behavior.Consumers are turning to social media platforms to learn about ne

27、w products and services and research brands before making purchasing decisions.This shift has led to new marketing strategies to respond to these changes in consumer behavior.With the social e-commerce market now mature and offering opportunities that cannot be overlooked,companies of all sizes must

28、 establish a social media presence to remain competitive.Nicolas J.Chevalier|Founder&CEO of E-Commerce Nation9|E-Commerce Trends Report 2024 Online Shopper Trends Which marketplaces are online shoppers using?IN WHICH COUNTRY ARE THE MOST POPULAR GLOBAL MARKETPLACES SEEING THE HIGHEST USE?IndiaAmazon

29、South AfricaShein UAETemuAustraliaeBay MalaysiaShopee NigeriaAlibaba/AliExpress SwedenZalando NigeriaJumia ArgentinaMercado Libre/Livre PolandVintedWith an established customer base and trusted reputation,marketplaces can be a great way to reach new customers.OF SHOPPERS ACROSS THE GLOBE ARENT USING

30、 MARKETPLACES.3%ONLY 51%Amazon24%Shein16%Ebay18%Temu11%Shopee11%Alibaba/Ali Express10%Zalando10|E-Commerce Trends Report Is your business thinking about selling via marketplaces?We recommend checking which is most popular in each country you are selling in.Across the globe,there has been a surge in

31、the popularity of app-based marketplaces Shein and Temu that offer shoppers a huge range of products at affordable prices.Shein is most popular with shoppers in UAE,Morocco,and Brazil.Whereas Temu is used most by shoppers in the USA and the Netherlands.SHEINTEMU22%of shoppers use Zalando to shop for

32、 the latest fashion and accessories.In Europe,Zalando remains popular.2024 Online Shopper Trends 11|E-Commerce Trends Report 2024 Online Shopper Trends WHAT BENEFITS SHOULD YOU CONSIDER OFFERING TO CUSTOMERS WHEN THEY CREATE AN ONLINE ACCOUNT WITH YOUR BUSINESS?The option to save payment details so

33、they can check out faster when buying from your business again.The ability to track current orders and view order history.Security and privacy 42%of online shoppers wont create an account if they dont feel safe providing personal information.*Access to loyalty schemes and exclusive discount codes.Al

34、though there is a global preference for creating or having an account with retailers,this isnt a trend in every country.In China,58%of online shoppers prefer guest checkout.In Czech Republic and Sweden,preferences are almost evenly split.With online shoppers having different preferences,the best thi

35、ng you can do is offer your customers a choice on how they buy from your business.*Source:Bolt,2021Do online shoppers prefer an account or guest checkout?of online shoppers prefer guest checkout 70%of online shoppers prefer to create or have an account with a retailer30%12|E-Commerce Trends Report 1

36、3|E-Commerce Trends ReportHow do shoppers prefer to pay when buying online?THE RAPID RISE OF BUY NOW,PAY LATERIn recent years,providers such as Klarna,Afterpay,and Clearpay have made buy now,pay later a popular choice for everyday purchases.But which countries have the highest number of shoppers who

37、 prefer to use buy now,pay later?1 Sweden 2 Netherlands 3 Germany 4 Austria 5 Australia ARE YOU OFFERING SHOPPERS A CHOICE ON HOW THEY PAY FOR PURCHASES ON YOUR SITE?With 61%saying they have previously abandoned their basket because their preferred payment option was not available,you should conside

38、r doing so to avoid missing sales opportunities.41%Credit or debit card23%Digital wallet12%Bank transfer9%Buy now,pay later4%Invoice2024 Online Shopper Trends 2024 Online Shopper Trends 30%Unexpected costs at checkout17%Preferred payment method not availableWhy are online shoppers abandoning their b

39、askets?Respondents were offered multiple choice options for this question.After abandoning their basket,shoppers most often decide to purchase with a different retailer.With financial issues being so important to shoppers,its no surprise that 16%will wait to see if they receive a discount code.26%OF

40、 SHOPPERS SAY THEY ABANDON THEIR BASKET BECAUSE THEY ARE JUST BROWSING.BUT WHAT CAN YOU DO TO HELP TURN THESE BROWSERS INTO BUYERS?Encourage shoppers back with a reminder about their basket.Follow up with shoppers with a discount or free delivery code.Simplify the checkout process to make purchasing

41、 easier.41%Delivery is too expensive 30%Found items cheaper elsewhere20%Delivery is too slow17%Unnecessary purchase17%Discount code doesnt work13%No return options listed14|E-Commerce Trends Report 2024 Online Shopper Trends Is your delivery partner impacting your sales?Todays online shoppers are in

42、creasingly concerned about the reliability,speed,and cost of deliveries when shopping online.With delivery providers influencing 66%of online shoppers purchasing decisions,its important your business offers a delivery provider that customers trust.of shoppers across the globe say its important they

43、know who the delivery provider is before making a purchase.65%CountryVery or quite important Not important and neither important or unimportantArgentina77%23%Australia62%38%Austria49%51%Brazil65%35%Canada53%47%China67%33%Czech Republic67%33%France57%43%Germany57%43%India75%25%Italy56%44%Malaysia69%3

44、1%Morocco65%35%Netherlands56%44%Nigeria67%33%Poland61%39%South Africa75%25%Spain61%39%Sweden63%37%Thailand86%14%Turkey76%24%UAE71%29%UK61%39%USA59%41%TOTAL65%35%15|E-Commerce Trends Report 2024 Online Shopper Trends Without the end-to-end solution that DHL provided,we would never have been able to e

45、xpand into so many different markets so quickly.Carl-Johan Malm Fulfillment Manager RevolutionRaceDiscover how our Parcel Connect service helped RevolutionRace expand into 22 countries.Should you be offering online shoppers a range of delivery options?With shoppers expecting flexibility and convenie

46、nce when ordering online,offering a broad range of delivery options at the checkout is essential.Providing options such as parcel lockers,pick-up points,and rescheduling gives shoppers more control over their delivery experience.Offering free and paid delivery options gives shoppers a choice based o

47、n whats important to them.While faster delivery at a higher cost is likely to appeal to those who need their items quickly,budget-conscious shoppers can choose free delivery at a slower pace.39%48%54%77%39%would choose not to buy a product because of the delivery provider.54%of overseas shoppers fre

48、quently abandon their baskets due to delivery options.48%of shoppers frequently abandon their baskets due to delivery options.77%of social media shoppers say it is important to know who the delivery provider is.16|E-Commerce Trends ReportFind out more17|E-Commerce Trends Report2024 Online Shopper Tr

49、ends Let us help you grow your businessWe hope this report gives you useful insights into the e-commerce trends that are influencing the buying behavior of online shoppers across the globe.In our next online shopping trends report,we explore online purchase trends understanding why people choose to

50、shop online,the factors influencing purchases,and the importance of sustainability to todays online shoppers.To access even more insights from our E-Commerce Trends Report,or find out how our best-in-class products can support your business,connect with one of our delivery experts in your country.DH

51、L eCommerce ships within and all over the world from:With the rise of social commerce and online marketplaces,online shopping is growing and crossing borders fast.Businesses that leverage this trend and understand both global and local market preferences will grow with it.At DHL eCommerce,our expert

52、ise in cross-border e-commerce enables us to assist online retailers in understanding customer trends and needs.Were also there to demystify and simplify the process.We support everything from how to convert the shopping cart with the right delivery options,to managing the complexities of cross-bord

53、er trade,helping you sell successfully across the world.Pablo Ciano|CEO at DHL eCommerceAustriaDenmarkNetherlandsSwitzerlandAustraliaFrancePolandThailandBelgiumItalyPortugalTurkeyCanadaIndiaSpainUKCzech RepublicMalaysiaSwedenUSAOnline Purchasing Behavior ReportWhats driving shoppers to spend and sub

54、scribe online?Delivery&Returns ReportHow can businesses create a seamless delivery&returns experience?Cross-Border Buying Report Why are online shoppers buying from other countries(and how can you sell to them)?Interested in finding out more?Read our series of Online Shopper Trends Reports and in-de

55、pth Country Reports,for data and insights that can help support and expand your business into new or existing markets.Country ReportsWant to know what matters most to shoppers in a specific country?LET US HELP GROW YOUR BUSINESSAt DHL eCommerce,we can help you expand within and beyond borders.Discover how our best-in-class products can support your business.Beyond the BasketDiscover whats really influencing the buying decisions of social,sustainable and cross-border shoppers18|E-Commerce Trends ReportDownload N NowDownload NowDownload NowExplore the Series