BONN | DHL eCommerce released the final chapter of its global Online Shopper Trends Report, which explored the buying habits of the people behind the basket.
Surveying 12,000 online shoppers from the 24 most relevant e-commerce markets identified three distinct personas that capture the essence of the critical trends of social commerce, sustainability, and cross-border shopping.
“As we navigate the evolving landscape of e-commerce, it’s clear that consumers are becoming increasingly discerning about their shopping experiences. Our latest report highlights that convenience, transparency, and sustainability are no longer just added benefits but essential components of the customer journey,” said Pablo Ciano, CEO of DHL eCommerce.
“Retailers addressing these changing preferences can increase their conversion rate and keep customers happy and loyal. Logistics plays a pivotal role in this ecosystem, with 80 percent of shoppers saying the provider influences their buying decisions.”
Based on their current behaviours, the report highlighted three influential buyer personas in the e-commerce landscape. These personas represented online shoppers' prevailing needs and preferences, offering valuable insights for retailers. Despite their differences, one commonality was that they all seemed price-sensitive.
Social Media Shoppers
Social Media Shoppers are a dynamic group, primarily under 45, who thrive on the convenience and engagement of online shopping through platforms like Facebook, Instagram, and TikTok.
With 51 percent buying online at least two to three times a week, they frequently purchase clothing, beauty products, and household items, often through subscriptions. These shoppers value personalised experiences, exclusive product access, and stellar customer service, and 76 percent consider sustainability important.
They are cost-conscious, with 8 in 10 wanting discount codes and 9 in 10 prioritising reduced prices. Delivery options significantly influence shopping decisions, and 64 percent have an online shopping subscription.
Sustainable Shoppers
Sustainable Shoppers are environmentally conscious consumers, mostly under 45, who prioritise the impact of their purchases on the planet. Predominantly from Europe and APAC, they frequently buy clothing, beauty, and household items online, with 31 percent shopping at least two to three times a week. They demand high-quality product images and a wide choice of products to make informed decisions.
While they value convenience, 73 percent want to know the CO2 emissions of their deliveries, and 43 percent are willing to accept longer delivery times if it affects the sustainability of the parcel. They are cost-conscious, with 79 percent wanting discount codes, and expect sustainable options to be standard rather than an extra cost.
Cross-Border Shoppers
Cross-border shoppers are adventurous consumers, mainly under 45, seeking better prices, higher quality, and unique products from international retailers. This group, primarily based in Europe and APAC, regularly purchases abroad, with 75 percent buying from foreign retailers once a month and 17 percent once a week. They favour categories like clothing, electronics, and cosmetics.
Delivery options and the reputation of the logistics provider played a significant role in their buying decisions, with 38 percent abandoning their baskets if delivery costs were too high. They are highly cost-conscious, with 54 percent shopping abroad for lower prices and 46 percent for a wider choice of products.
The comprehensive Online Shopper Trends Report 2024 consisted of five chapters plus 19 deep-dive country reports, including “E-commerce Trends”, “Online Purchase Trends”, “Delivery and Returns”, “Cross Border”, and “Beyond the Basket”.
It offered a holistic overview of how online sellers could adapt to evolving consumer preferences in different markets, emphasising the crucial role of a dependable logistics partner.
More insights here
