DHL experts surveyed 12,000 consumers from 24 countries and presented the main eCommerce trends in the global Online Shopper Trends Report 2024 .
What do online shoppers dislike most?
All over the world, high shipping costs are a distinct disappointment. And with 41% of shoppers not completing a purchase because shipping is too expensive, there's a serious risk that your business will lose customers due to shipping costs.
But how to overcome this problem if truly free shipping does not exist? It is better to include delivery costs in the price of goods – 46% of buyers would prefer to pay for delivery this way.
In Europe, shoppers are more frustrated by having to pay for returns than in any other region. Online shoppers in Spain, France and the UK are most unhappy with this.
32% of buyers under the age of 45 are unhappy with the lack of reviews.
48% of shoppers often abandon purchases due to shipping options. Delivery to parcel lockers or pick-up points gives customers more control over delivery.
What could improve the online shopping experience?
Even if your business has a great product, making these improvements may encourage more customers to click “buy now.”
Offering reliable shipping and returns can help solve customer frustrations and improve their customer experience. The right delivery service provider can help your business connect shipping and returns to keep your customers happy.
What benefits are important to shoppers when purchasing online?
Since the three most important benefits are financial, it's clear that today's online shoppers are cost-sensitive.
Reduced prices are especially important to online shoppers in Turkey, with 74% rating them as “very important.” Although this figure is falling slightly in other European countries, the most important benefit remains the reduction in prices.
You can also offer online shoppers a discount code for free shipping. Free shipping improves shoppers' online experience and can persuade them to make a purchase.
What motivates customers to subscribe to an online store’s email newsletter?
Globally, only 17% of shoppers have never signed up for an email newsletter.
With discount codes being an important benefit for 77% of shoppers, it's no surprise that discounts and rewards are the top reason shoppers sign up for email information.
Smartphones have become the main device
Already, the majority of online shoppers (57%) use smartphones as their primary device for browsing and purchasing products. This must be taken into account when presenting products on websites and organizing online store catalogs.
Also, 52% of online shoppers say they sometimes use a retailer's app.
Why are retail apps becoming more popular among online shoppers?
- They provide buyers with access to exclusive deals and offers.
- The shopping process is often made easier and more convenient with easy navigation and digital payment options.
- Shoppers receive a personalized experience based on browsing behavior and past purchases.
Social shopping is trending
One in two people makes a purchase on social media, and TikTok is the most popular shopping channel for 7 out of 10 shoppers.
“Consumer purchasing patterns change annually, often in response to prevailing social and technological trends. One important factor in this transformation has been the growing influence of social media.
The rise of social media has revolutionized online shopping behavior. Consumers turn to social media platforms to learn about new products and services and research brands before making purchasing decisions. This shift has led to new marketing strategies designed to respond to these changes in consumer behavior.
As the social e-commerce market has matured and offers opportunities that should not be overlooked, companies of all sizes must establish a social media presence to remain competitive.”
Marketplaces have taken over the eCommerce market
Marketplaces remain the undisputed leader in eCommerce. Only 3% of online shoppers worldwide do not use major eCommerce platforms. The largest of them, of course, is Amazon. It is used by 51% of respondents.
The report notes a surge in popularity of Asian marketplaces such as Shein (24% of respondents) and Temu (18%). These platforms attract customers with a huge range of products available through user-friendly mobile applications.
