Ecommerce has been turning for a couple of months in reference channel for a new generation of consumers, who prefer to make their purchases from their smartphones or tablets, and who are already leaving behind the concept of the Internet as a place just to find ‘bargains’has managed to make its use even more universal among the general population.
DPDgroup, a group of which SEUR is a part, has prepared its new edition of the E-shopper Barometer report, in which he analyzes trends and behaviors of European online shoppers when buying products online. In its new edition, the study provides very revealing data such as, for example, that 15.5% of European consumer purchases are already made through the Internet. Among these e-shoppers, the so-called regulars, make an average of 43 purchases a year in all kinds of product categories.
“Electronic commerce is already part of our lives and knowing the profiles of our clients will help us to continue providing a service according to your needssince, in addition, they are very demanding consumers who are clear about what their demands are and demand that they be met in the best possible way”, declares David Sastre, Director of Clients at SEUR. “In addition, the consolidation of e-commerce, which coexists with traditional commerce, has given rise to the so-called ‘new commerce’, which is the evolution of omnichannel, and which combines the experience of the physical store with the convenience of online shopping”Tailor adds.
Food and drinks, what has grown the most
If there is a product segment that has undoubtedly benefited from the ecommerce boom during the pandemic, it has been food and beverages. During the hardest months of the health crisis, it was the product category that increased its demand the most, and it has even maintained these levels once the situation stabilized. In fact, since January, 35% of regular e-shoppers has ordered fresh food online.
Although each e-shopper is different, they all share certain common features. The E-shopper Barometer, through its results, has managed to group them into five profiles that encompass the different needs and demands of each of them: e-seniors, amateurs, epicureans, eco-selective and those sensitive to prices, the new addition to this year’s report.
In this sense, the last edition of the study already revealed the appearance of seniors, with its growing interest in the online channel, and this year’s study has delved into its behavior. One of the most outstanding data is that during 2021, 1 in 10 purchases made by seniors (from 55 years onwards) will be made online.
Hobbyists, however, are the most experienced in internet shopping. 82% of these buyers value comfort and simplicity when purchasing products, and 65% think that they can find practically all the products and services they need on the Internet.
For their part, the epicureans, which represent 13% of all European e-shoppers, are distinguished from other profiles not by the amount or type of purchases they make, but by the ease, simplicity and personal enjoyment they seek with the experience of online shopping. For them, the quality of the service is essential, for this reason, 78% opt for acquiring products and services from recognized brands and 81% pay special attention to the courier company that will deliver their order.
The eco-selective, represent 14% of all European e-shoppers. They buy more sporadically and usually use the internet to purchase more select products and in certain categories, in addition, they take into account the impact that their purchase may have on the planet.
The profile added this year is that of price sensitive. These consumers, who already account for 10% of European e-shoppers, demonstrate their skill when buying online, as they were pioneers in betting on the online channel. They are characterized by making, on average, 3.8 purchases per month, but always responsibly purchasing products when they see that the price is right. In fact, due to their saving vision, they prefer to pick up their orders themselves at lockers or convenience stores, more affordable options.
