Online shopping continues to rise.
Shoppers globally are growing increasingly fond of online shopping. Many retailers continue to step up their digital offerings and make their online offering more appealing. Younger generations prefer the online shopping experience while their older peers are trending in the same direction as they grow increasingly tech-savvy.
The chart illustrates consumers’ mindset regarding the extent they prefer to shop online and in physical stores.
expect retailers to invest in technology that gives them more frictionless payments online, and 48 % say the same about physical stores.
of shoppers are more positive towards buying from an online store that would enable them to pay after delivery. This is a significant increase from Q1 2023 (66%).
find it useful to split the payments for a high-ticket item into equal parts, without any additional cost or interest.
Sustainability-minded shoppers actively seek out brands and retailers that share their values.
The importance for brands and retailers to act in an environmentally sustainable way is deemed as important across generations. Millennials are however over-represented when it comes to everything from taking the environmental impact of delivery options into consideration when shopping online, to seeking out brands that are ethical and sustainable to a higher extent.
1 in 3
consider it important that brands act in an environmentally sustainable way.
1 in 4
actively seek out brands that are ethical and sustainable.
The majority of shoppers that take environmental impact into consideration are looking for information that helps guide their purchase decision, including both environmental and social impact of the business.
2 in 5
want retailers to have fair labor conditions across their supply chains and use recycled or sustainable material in their production.
Followers become buyers.
On average, 39% of shoppers have purchased a product after seeing it on social media. And more than half of them did it directly from the platform.
Social media climbers.
Social media has made it easier than ever to discover new trends and items. Shoppers find both inspiration and shopping opportunities.
is more popular than Facebook for Gen Z in every country, with the Czech Republic being the only exception.
Facebook, Instagram and Youtube
are the most popular platforms for Millennials with some local differences.
is the overall most popular platform for Gen X’ers and Baby Boomers.
Home delivery is preferred.
When asked about preferred delivery options, the majority of global shoppers agree that delivery to the home or workplace is their number one choice. But preferences between different countries differ which is probably due to local delivery infrastructure and the availaibilty of delivery options in the different countries.
want their online purchase to be delivered directly to their home or workplace.
Twice as many in the Nordic countries prefer to get their purchases delivered to a grocery store or postal office compared to the global average.
1 in 2
polish shoppers prefer to pick-up their deliveries from a unmanned parcel box, that is five times as many as the global average (10%).
The delivery experience is scattered.
Shoppers express a desire for a more streamlined delivery experience when shopping online. Many find it a hassle to manually having to search for information about their deliveries in different places.
1 in 4
think that the biggest pain point when it comes to online deliveries is that they have to manually search their email inbox for confirmation and tracking numbers.
A smoother delivery experience.
To solve for some of the main pain points that shoppers currently experience with their deliveries when shopping online, a majority would like to gather all their deliveries in one place.
Predictions for the future.
There’s still a general belief that the majority of shopping will be done in physical stores in a year’s time—but preferences are quickly shifting.
This chart illustrates the share of shoppers believing they will make the majority of their shopping online or in physical stores respectively.