Expectations of online shoppers: today, tomorrow and beyond - European research report

19 / 06 / 2023

To differentiate yourself from competitors, it is essential to understand your customers' wants and needs. To this end, we conducted interviews with 6000 online shoppers across six European markets, including Belgium, France, Portugal, Spain, the Netherlands and the UK.

1 min.

Solutions & Products Online shopping Mobile & Contactless
Woman shopping clothes online

Our primary objective is to provide you with insights into the current landscape, equip you with strategies to engage tomorrow’s customers and understand how to prepare for the future of retail.
 

The survey uncovered the following:

Customers continue to shop online but are increasingly cost conscious

Cross border commerce is on the rise

Payment methods are changing

Consumers display a growing interest in new technologies and experiences

Discounts and promotions

The rising cost of living has led to an increasing trend among consumers, with 77% of them shopping online at least once a month or more. In order to cope with rising prices, they are actively utilizing coupons, discounts, promotions, and other measures to reduce the overall cost of their shopping.

Cross border shopping

Consumers' pursuit of more affordable prices is fuelling cross-border shopping behaviour. Approximately half of the consumers regularly shop outside of their domestic markets, often several times a year. The primary driver behind this behaviour are the better value and product availability. 

Mobile apps & BNPL

As consumers’ habits evolve, so do their preferred payment methods. While 58% of online shoppers continue to pay by bank cards, mobile apps and wallets came a close second at 57%.  Additionally, Buy Now Pay Later is increasingly popular for security, trust and convenience reasons with 27% of European consumers using it at checkout.

VR and AR

Technology reshaping the customer experience in significant ways. Innovative experiences such as virtual shopping assistants and Augmented Reality (AR) are generating greater engagement and fostering deeper relationships and loyalty. 40% of consumers express high anticipation for the implementation of these experiences.

Discover the latest trends shaping the e-commerce industry

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