By 
Just in time for the Peak Season, DHL eCommerce has released the final chapter of its global online shopper trends report, whichPeople and their behavior behind the shopping cart examined. The survey of 12,000 online buyers from the 24 most relevant e-commerce markets has produced three different personas that capture the essence of the most important trends in social commerce, sustainability and cross-border purchasing. Together with 19 separately published, detailed country reports, the last chapter provides retailers and online shops with the necessary tools to keep the nose at the forefront of competitive e-commerce.
RELATED: DHL expands Africa eShop across 34 Sub Saharan African countries
“The ever-changing e-commerce landscape, it is clear that consumers are becoming increasingly demanding in terms of their shopping experiences. Our latest report underlines that comfort, transparency and sustainability are no longer just nice extras, but are essential components of the customer journey. Traders who respond to these changing preferences can increase their conversion rate and increase customer satisfaction and loyalty. Logistics plays a crucial role in this ecosystem, with 80% of buyers saying that the provider influences their purchase decisions,” said Pablo Ciano, CEO of DHL eCommerce.
The last chapter of the Online Shopper Trends Report highlights three influential buyer personas in the e-commerce landscape, derived from their respective purchasing behavior. These personas represent the current needs and preferences of online buyers and provide online retailers with valuable insights. Despite their differences, a commonality catches the eye – all seem extremely price-sensitive.
Social Media Shopper
Social Media Shoppers are a dynamic group, mainly under 45 years old, which appreciates the convenience and experience of online shopping through platforms such as Facebook, Instagram and TikTok. With 51%, they buy online at least two to three times a week and often purchase clothing, beauty products and household items, often through subscriptions. This buyer group attaches importance to personalized experiences, exclusive product access and first-class customer service, with 76% sustainability important. They are price conscious, with 8 out of 10 discount codes and prioritizing 9 out of 10 reduced prices. Delivery options significantly affect their purchase decisions, and 64% have an online shopping subscription.
Sustainable Shoppers
Sustainable shoppers are environmentally conscious consumers, mostly under 45 years of age, who reflect the influence of their purchasing behavior on the planet. Predominantly from Europe and the Asia-Pacific region, they often buy clothing, beauty products and household items online, with 31% shopping at least two to three times a week. They require high-quality product images and a wide range of products to make informed decisions. Although they value convenience, 73% want to know the CO2 emissions of their deliveries, and 43% are even willing to accept longer delivery times if this positively affects sustainability. They are price-conscious, with 79% discount codes, and expect sustainable options to be standard and do not incur additional costs.
Cross-Border Shopper
Cross-border shoppers are adventurous and experimental consumers, mainly under 45 years of age looking for better prices, higher quality and unique products from international retailers. This group, mostly based in Europe and the Asia-Pacific region, regularly makes purchases abroad, with 75% buy once a month and 17% even once a week from foreign online shops. They prefer product categories such as clothing, electronics and cosmetics. Delivery options and the reputation of the logistics provider play an important role in their purchase decisions, with 38% giving up their shopping carts when delivery costs are too high. They are very price-conscious, with 54% shopping abroad to achieve lower prices, and 46% attracting larger product selection.
The extensive Online Shopper Trends Report 2024 consists of the five chapters “E-commerce Trends“, “Online Purchase Trends“, “Delivery and Returns“, “Cross Border“ and “Beyond the Basket“ as well as 19 decisive country reports. It provides comprehensive clues on how online sellers can adapt to changing consumer preferences in different markets and impressively demonstrates how crucial the role of a reliable logistics partner has become.
All chapters and the corresponding country reports can be found atdhl.com/online-shopper-trends anddhl.com/country reports. The final chapter “Beyond the Basket” can be downloaded here:dhl.com/beyond-the basket.
