Having researched the European e-commerce since 2014, PostNord once again ventured to gauge how consumers in the Nordics and other key European markets shop online.
This report is based on interviews with a total of about 11,000 consumers in Belgium, Denmark, Finland, France, Germany, Italy, the Netherlands, Norway, Poland, Spain, Sweden and the UK.
Key takeaways:
- Young consumers are often at the forefront of new trends, and e-commerce from abroad is no exception. In many of the countries more than one in four young consumers state that they make online purchases from abroad at least once a month. The largest increase in recent years has occurred in Poland,
- China is most popular when Europeans make online purchases from abroad. Companies such as AliExpress and Wish mainly attract with inexpensive products, while the UK, Germany and the US are more appealing with respect to brands, good service and unique products,
- A clear effect of the invasion by marketplaces is the increase in consumer purchasing frequency. In countries where more people shop online from marketplaces, more people also shop online every week,
- Over the past five years, consumers in fast-growing e-commerce markets such as Belgium, Italy and Spain have begun to expect faster deliveries, while only marginal changes have been seen in mature markets such as the UK, Germany and the Nordic region.
