Regular European e-shoppers remain convinced by e-commerce. This choice is motivated by the practical aspects of this mode of purchase, which is considered less stressful, and by a search for "good deals" in a context of economic arbitration for households. While their impulse purchases have decreased, these buyers are buying a wider variety of products. While fashion remains the leading reason for purchasing, the year 2022 reflects new uses with the noticeable growth of fresh produce and groceries, essential everyday products. Healthcare, beauty and medicine also continue to grow, as do sales between individuals. Finally, delivery in a parcel shop is gaining points, especially in Northern and Eastern Europe, but home delivery remains the preferred option.
Key take-aways:
Against a backdrop of economic uncertainty, price is playing an especially powerful role in determining consumers’ choices. As a result, exchanges between private consumers are on the rise, with both buyers and sellers increasingly convinced by the positive impact of C2C transactions.
As e-commerce has become increasingly well-established as an everyday shopping behavior, European e-shoppers have become increasingly demanding. Their heightened expectations have resulted in a shopping and delivery experience that is perceived as somewhat less smooth than in the past.
Home remains the preferred delivery place, but out-of-home (OOH) solutions are increasingly used and expected. A growing number of regular e-shoppers prefer to be delivered via OOH and among them is an equal preference for parcel shops and parcel lockers.
The explosive growth of e-commerce over the past two years has transitioned to a post-pandemic adjustment period, yet some recent consumer behavioral changes persist. While overall purchasing has slightly decreased, due in particular to inflation and rising prices stemming from the war in Ukraine, groceries and fresh food and beverages have confirmed the strength of their appeal.
When it comes to delivery, predictability can make all the difference – being able to choose or at least know the one-hour window of the delivery is now among e-shoppers’ prerequisites and is bound to drive purchases from a website offering such possibilities.
