What (and Why) the World is Buying Online?

Shopping has never been easier. Purchasing a new pair of sandals, plane tickets or even your groceries from home — or anywhere, for that matter — is simply convenient. Meanwhile, it’s up to online retailers to catch shoppers’ attention. Not an easy job considering the competitive environment in which e-commerce businesses are now operating in. And being successful in this crowded space means knowing the trends that ultimately lead shoppers to click that all-important BUY button.

True to the motto, “find the trend before it finds you," DHL eCommerce recently conducted a comprehensive survey of 12,000 online shoppers in 24 countries. The results from the latest Online Shopper Trends Report shed light on the complexities of purchasing behaviors across different markets. The report also provides tips on how to drive consumers' shopping decisions.

Decoding Shoppers’ Purchasing Behaviors

Let’s start with some basic but good news: more than 50 percent of shoppers around the globe make purchases online, with 80 percent saying they browse online at least once a week. These figures not only put a smile on our faces because they confirm a general drive to purchase online, but also show great potential to turn many browsers into actual buyers. But how to start?

Boost Online Sales With Reviews, Subscriptions and Social Commerce

Customer reviews play a crucial role in online shoppers’ buying decisions, with a remarkable 98 percent of shoppers globally stating their impact. Positive reviews provide social proof and boost shopper confidence. Online shops can encourage positive reviews through actively seeking feedback. How do you get customer feedback? Make them subscribe! Subscription services are popular, with 35 percent of shoppers worldwide (43 percent for those under 45) opting for an online shopping subscription. A striking 64 percent of social media shoppers also have an online shopping subscription.

Social media platforms have transformed online shopping with direct purchases, known as social commerce. According to forecasts, social commerce will reach a volume of $2 trillion, contributing to 28 percent of online retail sales by 2025. Also, 81 percent of shoppers under 45 already use social media for shopping inspiration, with 35 percent making direct purchases. Exploiting these trends enhances the e-commerce experience, captures attention, and ultimately increases sales.

The Power of Delivery Options

Would you have ever guessed that delivery options are the golden ticket in the e-commerce universe? It's true — 95 percent of online shoppers surveyed confirm that delivery options directly influence their choice of where to shop, with even higher percentages for social media and cross-border shoppers. To exceed customer expectations and earn their loyalty, retailers must prioritize offering a wide range of delivery options. This includes expedited delivery, free shipping, and collaborations with trusted partners for convenient services like delivery to lockers and service points. Furthermore, 67 percent of shoppers believe that free delivery enhances their online shopping experience, with 54 percent expressing frustration over high delivery costs.

The Rise of Sustainability

Retailers shouldn’t underestimate the power of "green" delivery options in capturing the attention and loyalty of online shoppers. In fact, 59 percent of shoppers worldwide consider sustainability to be "very" or "quite" important when making online purchases. This sentiment is even more pronounced among social media shoppers, with 77 percent stating that sustainability holds significant importance to them. For example, 73 percent of social media shoppers express a wish to see information on CO2 emissions or other environmental impact data during their online shopping journey.

In response to this growing demand, retailers have an opportunity to differentiate themselves and appeal to eco-conscious consumers by offering green delivery options. By providing transparent information on the environmental impact of deliveries, retailers can forge stronger connections with customers, build brand loyalty and, ultimately, contribute to a greener future.

Further insights from the DHL Online Shopper Trends Report can be found at dhl.com/online-purchasing-report.

Alexander Schmitz-Huebsch is chief marketing officer at DHL eCommerce, a world leader in both domestic and international parcel delivery, helping businesses grow within and beyond borders.