The cost of online orders increases considerably in Spain. The average price of purchases in our country has increased by 5.3% in the first quarter of 2022 compared to the same period last year.
The increase in the average online basket is largely explained by the current inflationary environment, but also because the average number of products at checkout has risen slightly from 2.3 to 2.4 products per order
The data revealed by Outvio, a company specialized in the management of post-checkout processes for online stores, thus point to an increase in the average basket in ecommerce during the first quarter of 2022.
When making a comparison by sector, while in other years the increase was more homogeneous, this time there is a significant gap in the increase in the average value of various industries. For example, for pharmaceutical and electronic sectors the increase was 8.5% and 7.8% respectively, however, fashion and footwear show an increase of 2.9% and 2.1%, figures significantly lower.
influence of inflation
From Outvio, they attribute this rise to inflation, since both the fuel and the energy necessary for fulfillment are more expensive now than on the same dates last year. “We see an increase in the average basket, but the number of items per order is practically the same for each sector. This suggests an increase in the price of items or shipments in ecommerce, surely caused by the rising levels of inflation in recent months. It was something practically inevitable considering the current European situation”
They also warn us how detrimental this situation can be for customer satisfaction. If the user sees that the price of buying online increases, there is a high probability that he will migrate to the physical channel. One solution would be to improve the customer’s shopping experience to compensate for the price increase.
“Today there are tools with which to optimize the post-checkout operation of an online store, with very little investment required. If the buyer sees that buying online provides other advantages, such as saving time or the possibility of managing the return without having to go to the store, he will remain faithful to the brand although, potentially, it is not as economical for the customer as in the physical channel, and will continue to buy online.”point from Outvio.
