DHL：2023全球在線購物者調查報告全球電子商務客戶希望如何購物（英文版）（56頁）.pdf

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1、GLOBAL?2023HOW THE WORLDS E-COMMERCE CUSTOMERS WANT TO SHOP?2?RegionCountry“Our survey said.”APAC?Europe?LATAM?MENA?North America?SSA?3?4?5?Every part of the world has a distinct attitude to shopping online and cross-border shopping.?6?SSA SHOPPERS WANT FASTER SHIPPING?94%78%90%77%67%?27%CHECK ONLIN

2、E REVIEWS BEFORE BUYINGUSE SMARTPHONES TO SHOPOF SSA SHOPPERS WANT FASTER DELIVERYSHOP ABROAD FOR?BUY CLOTHING AND FOOTWEAR?7?MENA SHOPPERS WANT IT ALL.TOMORROW!?OF MENA SHOPPERS INSIST ON KNOWING THE DELIVERY COMPANY BEFORE MAKING A PURCHASE62%?PURCHASE IF NOT OFFERED THEIR PREFERRED DELIVERY OPTIO

3、N?OF MENA SHOPPERS ONLY BUY FROM SITES OFFERING FREE RETURNS67%OF SHOPPERS IN MENA MAKE?48%?46%SAY ITS VERY IMPORTANT TO HAVE PACKAGES DELIVERED TOMORROW43%OF MENA SHOPPERS HAVE A SUBSCRIPTION SERVICE?8?TECHNOLOGY IS DRIVING THE GROWTH OF?78%OF APAC CUSTOMERS USE SMARTPHONES TO SHOP47%USE WECHAT IN

4、CHINA TO BUY GOODS46%USE A SUBSCRIPTION?42%?66%OF THAI SHOPPERS DONT BUY ABROAD DUE TO LONG DELIVERY TIMES70%OF CHINESE SHOPPERS PURCHASE VIA DOUYIN?37%?9?EUROPEANS HAVE DIVERSE EXPECTATIONS?64%SAY SUSTAINABLE DELIVERIES ARE IMPORTANT?IMPORTANT?A KEY CONSIDERATION TO?60%USE AMAZON AS THEIR PRIMARY M

5、ARKETPLACE49%OF POLISH SHOPPERS WANT?OF EUROPEAN SHOPPERS ARE WORRIED?34%?Read the in-depth 2023 European Online Shopper Survey?10?NORTH AMERICANS PREFER DOMESTIC?89%OF NORTH AMERICAN SHOPPERS USE AMAZON?OF NORTH AMERICANS SAY?BUY OUTSIDE?76%SAY THEY ARE SATISFIED WITH?39%?33%?28%?11?LATAM FAVORS SU

6、STAINABLE,CARED FOR,?CHECK PRODUCT REVIEWS BEFORE BUYING80%SAY SUSTAINABLE DELIVERIES ARE IMPORTANT?87%?OF LATIN AMERICANS HAVE ABANDONED A PURCHASE DUE?27%?12GLOBAL?Read on to discover the results in more detail Global cross-border shopping?13?EUROPENORTH AMERICAAPACLATIN AMERICASUB SAHARAN AFRICAM

7、ENAPercentage of cross-border shoppers in each country?55%of the worlds shoppers are happy to buy cross-border?67%shopping abroad?20%of Chinese and 23%of Thai shoppers buying at least once a day?35%saying they buy cross-border every day?45%,North Americans are,currently,the shoppers least likely to

8、buy from other countries?14?UNITED STATES?CHINA?SPAIN?UNITED STATES?CHINA?UNITED KINGDOM?UNITED STATES?UNITED KINGDOM?AUSTRALIA?UNITED STATES?JAPAN?SOUTH KOREA?UNITED STATES?CHINA?UNITED KINGDOM?CHINA?INDONESIA?JAPAN?CHINA?JAPAN?UNITED STATES?CHINA?UNITED STATES?UNITED KINGDOM?CHINA?UNITED STATES?UN

9、ITED KINGDOM?CHINA?UNITED STATES?JAPAN?UNITED STATES?CHINA?UNITED KINGDOM?CHINA?UNITED KINGDOM?CANADA?NORTH AMERICAAPACLATIN AMERICASUB SAHARAN AFRICAMENA?CHINA?UNITED STATES?FRANCE?SAY THEY BUY GOODS FROM CHINA,AND 37%FROM THE US.THESE ARE,?48%?15?Global average35%47%32%15%21%32%38%Why choose to sh

10、op cross-border?Why people choose to shop cross-border15%?21%?32%?32%?35%?38%?47%?OF CROSS-BORDER SHOPPERS IN SSA AND 48%IN MENA SAID BETTER QUALITY IS?56%?16?30%?purchase goods online once a month?26%once a week?22%two to three times a week?28%?Global average5%6%22%26%30%11%Frequency of online purc

11、hases?17What frustrates you when you shop online?Global average29%28%36%24%23%45%52%21%21%?65%of shoppers worldwide want to see?50%of all other respondents?67%of SSA?36%of shoppers in LATAM and SSA,and 33%in Asia?And in APAC?Online shopping frustrations?63%of Latin Americans,57%of Sub-Saharan Africa

12、ns?Top ways online shopping could be improved?43%40%40%34%34%30%27%27%?1841%CUSTOMS CHARGES IS A CLOSE SECOND AT OF GLOBAL SHOPPERS CITED FRAUD?TIMES?FOR NOT BUYING CROSS-BORDER48%?FIRST PLACE?62%SUB-SAHARAN AFRICANS ARE THE MOST WORRIED ABOUT FRAUD?57%OF LATIN AMERICANS?19?Global average41%29%48%27

13、%34%26%22%21%17%16%17%21%48%?20?Global average31%50%49%47%33%12%34%?A free and simple returns policy?49%of those surveyed?And clear information on customs charges?50%OF OUR RESPONDENTS?FIRSTLY,ONLINE PRICING IN LOCAL CURRENCIES GIVES?yed?2163%?24%24%?CosmeticsSports,leisure and hobby itemsFood and b

14、everagesFurniture and homewareHealth supplementsBooksHousehold appliancesCDs and DVDsThe top product categories for cross-border purchases are:Consumer electronics(including mobile phones,tablets,laptops)?On average,over 60%of global shoppers buy clothing and footwear when they shop cross-border the

15、 top category?noticeable:?22?Global average63%15%31%15%24%24%14%13%5%11%?What types of products do people buy when they shop cross-border*?23?“There are huge opportunities waiting for e-commerce businesses to secure sales all over the globe,not just domestically.For e-tailers looking to make that le

16、ap into cross-border shipping its important to meet the needs of the customers,in the country you want to ship to.Its not a one size fits all.The insights in this report can take a browser into a buyer.”Pablo Ciano?24Read on to discover the results in more detail?Delivery and returns?25?Regionally,f

17、or local deliveries?95%,shoppers in SSA are the?America?deliveries?North American shoppers the least?Global average88%85%MENA85%?with local deliveriesLATAM93%?with local deliveriesEurope86%?with local deliveriesAPAC90%?with local deliveriesNorth America85%?local deliveriesSSA95%?with local deliverie

18、s?26?Global average55%45%?37%of Spanish,and 35%of Italians and Austrians,?ONLY BUY from sellers who provide it.42%of shoppers in MENA37%of shoppers in?Free delivery isnt a deal breaker,but.The myth of free delivery?But?49%?27?43%OF SHOPPERS SAYING THEY WANT IT TO BE FASTERWITH?What would improve you

19、r online shopping experience*?Global average43%65%40%27%34%30%34%40%27%?28*?Read more here?Worldwide delivery location preferences?49%?Global average76%9%9%6%.rising to92%in Latin America*?Home delivery is NOT the only option?However?from 73%to 64%in just one year,?parcel locker(14%)?safe place(22%)

20、?64%73%?29However,the vast majority of online retailers are serving their customers well?options were in SSA(87%)and Latin America(85%).?Global average86%79%?OF ALL RESPONDENTS WANT THE ABILITY TO REDIRECT IT TO A SAFE PLACE BY FAR THE MOST IMPORTANT IN-FLIGHT SERVICEOF OUR GLOBAL RESPONDENTS WANT T

21、O BE ABLE TO CHANGE THE DATE OF DELIVERY75%65%ONCE A PARCEL IS ON ITS WAYAND?30?nearly 1 in 5 shoppers in APAC?abandon their baskets very frequently?preferred delivery options?95%OF THOSE SURVEYED ALSO SAID THEY?OFFERED BY THE SELLER 95%OF GLOBAL SHOPPERS SAY THEY HAVE ABANDONED AN ONLINE PURCHASE B

22、ECAUSE THEY WERE NOT OFFERED A DELIVERY TH?DELIVERY,LEAVING GOODS WITH A?OVER?Global average95%?31How important is it for you to know who the delivery provider is?Global average70%?70%62%OF GLOBAL SHOPPERS WANT TO KNOW WHO WILL DELIVER THEIR PARCEL BEFORE THEY CLICK THE CONFIRM PURCHASE BUTTONAND 43

23、%WOULD NOT BUY AN ITEM IF THEY?INSIST ON KNOWING THEIR SHIPPER UPFRONT WHILST ONLY 35%WOULD CANCEL THE PURCHASE IF THEY DIDNT TRUST THEMONLYIn MENA,this rises to 81%?North Americans are more relaxed.Importance of knowing delivery provider?Global average70%?32?Global average81%82%80%Awareness and tru

24、st of DHL81%OF SHOPPERS SAYING THEY KNOW THE BRAND?DHL HAS THE HIGHEST GLOBAL AWARENESS OF ALL DELIVERY PROVIDERS WITH82%of these customers?trust DHL?the highest score with shoppers worldwide?33?The value of a purchase and where it is coming from?Globally51%of respondents said it was very important

25、to be?value itemsthis dropped to 37%for low-cost purchases?Distance also matters.48%?44%?high-value goods.In Latin America69%say its very important to track all their local purchasesHow important is it to have end-to-end tracking in the following situations?*?Global average83%77%74%78%82%?34To what

26、extent do you agree with the following?Global average67%62%61%?Speed of delivery is a major consideration for shoppers in some regions with next-day delivery a strong preference.?OF SHOPPERS?DELIVERY TIMES34%OF SHOPPERS IN SSA WANT FASTER DELIVERY TIMES67%OF LATAM SHOPPERS SAY NEXT DAY DELIVERY IS I

27、MPORTANT TO ME87%?35?In MENA,that number rose to 58?Free returns are a big selling point for many cross-border shoppers.?73%of global shoppers want returns labels included with their goods.?So,if you want repeat business,add the label to the package.OF RESPONDENTS SAID THEY ONLY BUY FROM SITES THAT

28、OFFER FREE RETURNS42%ree returns?Global average7%20%73%?Global average18%42%40%Importance of free returnsReturns labels?36?No.1?No.2 Damaged goods?No.3 Poor quality?Incorrect packaging is one of the main causes of damage to goods traveling cross-border.?Firstly?Secondly,?Global average3%12%8%20%23%1

29、7%1%16%Reason for returns?37?DELIVERY AND RETURNS?“With global shoppers demanding faster and free delivery,there is an opportunity for e-tailers to re-position how they charge shipping and to give their customers more than one delivery choice.At DHL we offer multiple delivery options,which is what s

30、hoppers are asking for.”Alexander Schmitz-Hbsch?38?39Read on to discover the results in more detail?Sustainable e-commerce options?39How important is the topic of sustainability to you when shopping online?Global average71%Would you be prepared to pay more for a green delivery?Global average28%?44%W

31、OULD SOMETIMES PAY MORE FOR SUSTAINABLE DELIVERY AND PACKAGINGWORLDWIDECustomers in MENA,APAC and SSA?28%OF SHOPPERS SAID THEY WOULD ALWAYS BE WILLING TO PAY MORE FOR A GREENER DELIVERY OPTION OR MORE SUSTAINABLE PACKAGING?THE VENDOR TO ABSORB THE COST?71%SAID SUSTAINABILITY IS IMPORTANT TO THEM WHE

32、N THEY BUY ONLINEHow important is the topic of sustainability to you when shopping online?But attitudes vary by region.44%?22%?40?Global average48%28%24%What are you most likely to do to make your online shopping more sustainable?Would you be prepared to pay more for a sustainable delivery?Globalave

33、rage28%?44%OF GLOBAL SHOPPERS WOULD SOMETIMES BE PREPARED TO PAY EXTRA FOR MORE SUSTAINABLE PACKAGING28%OF SHOPPERS WOULD ALWAYS PAY FOR SUSTAINABLE PACKAGING WITH SSA COUNTRIES?28%OF SHOPPERS WORLDWIDE SAID THEY WOULD NEVER PAY?41?65%46%50%Which companies do global shoppers trust to deliver sustain

34、ably?33%56%65%OF SHOPPERS SAY THEY BELIEVE DHL?42?“Its great to see that DHL is seen as one of the most sustainable carriers compared to other providers.We consider ourselves to be pioneers in green logistics on a journey to be net zero by 2050.Let us work together in achieving your sustainability g

35、oals.”Masa Piter?43Read on to discover the results in more detail?Online shopping landscape?ONLINE?44?Smartphones are the tech of choice for the majority of the worlds shoppers?Sub-Saharan Africa(77%)?Who prefers what?China and Thailand clearly lead the?purchasing.?What device do you usually use whe

36、n shopping online?Global average34%62%4%?45?70%Chinese shoppers tend to favor Douyin?In Malaysia(57%)and Thailand(52%)?%?%?Facebook and Instagram?TikTok is growing fast?38%29%?Global average38%28%16%7%6%19%7%Have you ever purchased items on the following platforms?46?MENA leads with 46%?APAC follows

37、 at 42%?Only 20%of North American and 18%of European shoppers?40%of European and 39%of North American shoppers?Social media inspiration can vary widely within regions.In Australia,41%would never use social media?say the same?%3%?To what extent does social media mark the beginning of your online purc

38、hase?Global average28%30%42%?47?e?e?e?e?e?e?h?e?e?e?he?89%*?he?e?e?he?e?98%?h?e?h?e?e?e?98%*?Global average2%56%42%?48?Who has an online subscription?Beauty products?46%(although this rockets to 54%in APAC)?food deliveries on 44%run a close second?36%of shoppers around the world said they now have a

39、n online subscription service.43%AND MENA WITH46%THE STRONGEST TAKE-UP IS IN APAC WITH?Global average36%?Global average44%46%28%26%34%35%39%The most popular subscription product categories around the world?49?AMAZON?ZALANDO?EBAY?ALLEGRO?MENAAMAZON?JUMIA?NOON?CARREFOURUAE?AVITO?SHOPEE?LAZADA?AMAZON?T

40、AOBAO?LATAMMERCADO LIBRE?MERCADO LIVRE?AMERICANAS?MAGAZINE LUISA?JUMIA?TAKEALOT?KONGA?SLOT?The worlds favorite marketplaces*?marketplaces have grown fast and by 2027 will consume around 60%of global online sales?the delivery provider is a deciding factor when deciding which seller to buy from?75%of

41、shoppers say it is important?85%?AMAZON?WALMART?EBAY?ETSY?50?Paying cash on delivery?the Czech Republic continue to pay this way?of payment options.?43%?24%?How do you prefer to pay when you shop online?Global average9%5%13%43%24%5%?51?Global average23%42%26%8%?Possibly,the greatest frustration for

42、e-tailers is cart abandonment.?No.1?REASON FOR BAILING OUT AT CHECKOUTAND THEEXPENSIVE DELIVERY CHARGES?26%of respondents simply gave up?42%?29%DELIVERY TOO SLOW26%SITE WONT TAKE MY PREFERRED PAYMENT METHOD53%?S?52?Statista report?ONLINE SHOPPING LANDSCAPE?“Sales arent just made on websites anymore,

43、they are made on social channels and in marketplaces.Todays e-tailers should consider the buyer journey across multiple touchpoints and consider how to position delivery and customs charges to increase basket conversions.”Ryan Hunter?53?Conclusions?54?APACMake your site?LATAMCut the surcharges.Win t

44、he sales.?MENADelivery providers matter in MENA?NORTH AMERICACross-border opportunities abound?SSASlow deliveries will lose you customers?EUROPEEvery nation has its own expectations?Read the European Online Shopper Survey 2023 for greater detail?Remember when entering into new markets,DHL eCommerce

45、operates across the globe.Click below to request a call back from international delivery specialists in your country.USACanadaIndiaThailandMalaysiaAustraliaEurope?55We hope youve found our Global Online Shopper Survey 2023 useful.?here?2023 European Online Shopper Survey here?Parcel Connect to reach markets across Europe right now?USACanadaIndiaThailandMalaysiaAustraliaEurope?56