Nearly six in 10 (58%) European shoppers are willing to wait longer for their purchase if it means a more sustainable delivery, even if same- or next-day delivery was available, according to DHL eCommerce Solutions.

The majority of online shoppers in Europe (53%) want online retailers to become more sustainable, including their packaging and delivery, the courier's Online Shopper Survey 2022 found.

More than a fifth of shoppers in Sweden even said they would pay more for eco-friendly delivery, but across the continent, European customers have high expectations of seamless, convenient delivery and free returns.

Some 93% of respondents said that where they shop online is influenced by the delivery options offered at checkout, with at least 75% of consumers in Spain, Sweden and the UK saying they have abandoned a purchase because their preferred delivery option wasn't available, rising to 85% in Austria.

Furthermore, 41% said they won't buy at all from an online store if they aren't happy with the delivery provider offered, and around half said they wouldn't make a purchase if the store didn't offer free returns.

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Approximately 81% of the 5,000 shoppers in European countries who answered the survey would prefer a returns label to be included in their parcel rather than having to print one out themselves.

"One of the key findings of our Online Shopper Survey 2022 is, that offering a great product at a low price is no longer enough to earn a loyal customer base," said Henning Gaudszuhn, vice president of customer experience at DHL eCommerce Solutions.

"Various aspects such as payment options, a trusted delivery partner and different delivery options, including green delivery, can turn a browser to a buyer."

Over two-thirds make at least one cross-border purchase a month, primarily due to specific products and brands not being available in their home country (45%), while 33% cited lower prices.

Currently, Germany and the UK are the most popular countries of origin for cross-border shopping. The hurdles online retailers face because of Brexit have made British consumers more insular, according to DHL.

“Online shoppers would have more confidence shopping cross-border if some of their concerns were mitigated," said Alex Schmitz-Huebsch, vice president of global product & sales management at DHL eCommerce Solutions.

"Ultimately, a consumer should feel no difference between a domestic or cross-border parcel delivery in Europe."

In terms of generational difference, the gap between young and old is closing. Older generations are shopping more since Covid-19, and younger shoppers are hesitant to use credit cards, instead using 'buy now, pay later' payment options to fund big purchases.

DHL Express opened an €11.7m distribution centre in Blarney, Co Cork earlier this year.

(Pic: DHL eCommerce Solutions)