There can be no argument that the e-commerce industry continues to thrive and the rates of online shopping have been rising steadily across Europe.

The DHL Online Shopper Survey 2022 was conducted to provide insights into the international e-commerce industry and consumer preferences. DHL commissioned the study in order to better understand European consumers’ online shopping habits and there were some interesting takeaways.

GoGreen

Not surprisingly, sustainability is no longer a fringe concern, and over half of e-commerce shoppers throughout Europe want online retailers to become more sustainable, including delivery and packaging. Six out of ten European shoppers are willing to wait longer for their delivery if it meant it was more sustainable, even if same or next day delivery was available. Accordingly, it is worth paying attention to the sustainability goals and measures of the logistics service provider you are considering.

DHL has been pursuing its Sustainability Roadmap for several years, which envisages that DHL will be net emissions-free by 2050. The company invests in sustainable fuels on all transport routes, e-vehicles, more efficient processes in general, and sustainable operational buildings. DHL’s GoGreen Plus Service also allows customers to decarbonise their shipments on all transport routes.

In Association with

Shoppers expect convenient delivery and free returns

European shoppers today have high expectations regarding seamless, convenient delivery and returns experiences. Offering the right delivery options is essential to attract customers and optimise conversion rates. In fact, nine out of ten European shoppers say that where they shop online is influenced by the delivery options offered at checkout. The logistics service provider also plays a crucial role: 41% of European shoppers say they won't buy at all from an online store if they aren't happy with the delivery provider offered.

Gaining a trusted delivery partner helps turn interested browsers into buyers and guarantees customer satisfaction. While most buyers want their purchases delivered directly to their homes, unattended deliveries to service stations and parcel lockers have become increasingly popular. DHL have been using their On Demand Delivery service to provide this flexibility for customers, choosing when and where you want your parcel delivered to.

Returns also continue to play a crucial role. For some shoppers, having to pay for returns is a deal-breaker: around half of potential European customers would rule out buying from an e-commerce store if it didn’t offer free returns. To avoid contradictions with the demands for more sustainability, an efficient and sustainable returns concept is equally as important as green delivery. 81% of shoppers would prefer a returns label to be included in their parcel rather than having to print one out themselves.

Download the full report

One of the key findings of our survey is that offering a great product at a low price is no longer enough to earn a loyal customer base. As we’ve seen above, aspects such as a trusted delivery partner and different delivery options, including green delivery, can turn a browser to a buyer. This comprehensive report can provide valuable tips for online retailers who want to further expand their business and customer base, and the full report is now available to download by scanning the QR code.