SUPPLEMENT


WHAT DRIVES SOCIAL, SUSTAINABLE, AND CROSS-BORDER SHOPPERS


WHAT DRIVES SOCIAL, SUSTAINABLE, AND CROSS-BORDER SHOPPERS? THE FINAL CHAPTER OF DHL’S ONLINE SHOPPER TRENDS EXPLORES SHOPPER PERSONAS BEYOND THE BASKET


J


ust in time for peak season, DHL eCommerce released the final chapter of its global Online Shopper Trends Report, which explores the buying habits of the people behind the basket. Surveying 12,000 online shoppers from the 24 most relevant e-commerce markets identified three


distinct personas that capture the essence of the key trends of social commerce, sustainability, and cross-border shopping. Together with 19 in-depth country reports published separately,


the final chapter provides retailers and businesses with the tools to stay ahead in the competitive e-commerce landscape. “As we navigate the evolving landscape of e-commerce, it’s


clear that consumers are becoming increasingly discerning about their shopping experiences. Our latest report highlights that convenience, transparency, and sustainability are no longer just added benefits but essential components of the customer journey. Retailers addressing these changing preferences can increase their conversion rate and keep customers happy and loyal. Logistics plays a pivotal role in this ecosystem, with 80% of shoppers saying the provider influences their buying decisions,” states Pablo Ciano, CEO of DHL eCommerce. The report highlights three influential buyer personas in the


e-commerce landscape, based on their current behaviours. These personas represent the prevailing needs and preferences of online shoppers, offering valuable insights for retailers. Despite their differences, one commonality stands out – they all seem to be price-sensitive.


Social Media Shoppers are a dynamic group, primarily under 45, who thrive on the convenience and engagement of online shopping through platforms like Facebook, Instagram, and TikTok. With 51% buying online at least two to three times a week, they frequently


purchase clothing, beauty products, and


household items, often through subscriptions. These shoppers value personalised experiences, exclusive product access, and stellar customer service, with 76% considering sustainability important. They are cost-conscious, with 8 in 10 wanting discount codes and 9 in 10 prioritising reduced prices. Delivery


options significantly influence


Sustainable Shoppers are conscious


consumers, mostly


Cross-Border Shoppers are adventurous consumers, mainly under 45, who seek out better prices, higher quality, and unique products from international retailers. This group, largely based in Europe and APAC, regularly makes purchases from abroad, with 75% buying from foreign retailers once a month and 17% once a week. They favour categories like clothing, electronics and cosmetics. Delivery options and the reputation of


the logistics


provider play a significant role in their buying decisions, with 38% abandoning their baskets if delivery costs are too high. They are highly cost-conscious, with 54% shopping abroad for lower prices and 46% for a wider choice of products. The comprehensive Online Shopper Trends Report 2024 consists


of five chapters plus 19 deep-dive country reports, including E-commerce Trends, Online Purchase Trends, Delivery and Returns, Cross Border and Beyond the Basket. It offers a holistic overview of how online sellers can adapt to evolving consumer preferences in different markets, emphasising the crucial role of a dependable logistics partner. To access all chapters and corresponding country visit dhl.com/online-shopper-trends.


reports,


“it’s clear that consumers


are becoming increasingly


discerning about their shopping experiences”


their


shopping decisions, and 64% have an online shopping subscription.


under


environmentally 45,


who


prioritise the impact of their purchases on the planet. Predominantly from Europe and APAC, they frequently buy clothing, beauty, and household items online, with 31% shopping at least two to three times a week. They demand high-quality product images and a wide choice of products to make informed decisions. While they value convenience, 73% want to know the CO2


emissions of their deliveries, and 43% are willing to accept longer delivery times if it affects the sustainability of the parcel. They are cost-conscious, with 79% wanting discount codes, and expect sustainable options to be standard rather than an extra cost.


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