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~ DPD ~

And e-commerce as a habit is surely becoming the new (by 7 out of 10 regular online shoppers), first for inspiration or
standard. In fact, 48% of all e-shoppers are regular e-shoppers, information, and to make a direct purchase for 48% of regular
and 72% of regular e-shoppers are C2C users. Also, the report online shoppers.
showed that regular e-shoppers receive, on average, 5.2 parcels
per month. What about social media selling?
The use of social media as a sales channel is steadily growing
Focusing on Gen Z and returning to the basics in Europe. In fact, following the results of the survey, 70% of
Another key finding of DPD’s Survey hints towards a need social media users use them for at least one shopping purpose,
to return to the basics of e-commerce with 23% of regular and 48% of social media users shop directly from social media.
e-shoppers citing that detailed product descriptions remain a Regarding the categories most sold, Europeans are buying
fundamental factor in their decisions when buying a product more Fashion (59%), Shoes (53%), and Beauty and Healthcare
or service. (48%). And finally, the survey also hints towards the main
reasons for shopping via social media:
The Barometer shows that e-shoppers are focused on the
product. They pay closer attention to product descriptions and • Shopping inspiration 28%
are more inclined to list product-related issues as reasons for • Shopping information 26%
a high-effort purchasing experience. Also, Gen Z is slowly • Shopping on recommendations of friends and family
but surely becoming a primary focus of attention for brands 22%
who wish to be successful in selling online. In that regard, the
survey showed that: Also, when asked about why they bought any specific product,
the surveyed answered with the following criteria: 65% to save
• 27% of C2C users are 18-29 years old. money, 34% to support sustainability, and 25% because they
• 26% of regular e-shoppers, with focus on price like to buy from small retailers.
sensitive users, are 18-29 years old.
• 25% of OOH users are 18-29 years old. Perception and shopping experience and regional
differences
Will online shoppers’ numbers decrease amidst the Finally, the report also shows that the perception of online
constrained economy? shopping and delivery experience has stabilized. After two
Following the results of the DPD E-shopper Barometer, years of decline in 2021 and 2022, regular online shoppers’
global e-commerce will adjust slightly in the near future. After perception of delivery effort and ultimate online shopping
the accelerated growth of the Covid scenario, the share of effort stabilized in 2023.
European online shoppers has declined slightly in the last two
years, while the share of regular online shoppers remains stable. However, the overall perception has not returned to the levels
DPD’s online shopper report shows that most Europeans seen in the past. Dissatisfied online shoppers mainly complain
remain deeply committed to e-commerce, seeing it as a way to about lack of product transparency, lack of availability, and
reduce the stress of offline shopping and save time. delivery delays. In this context, familiarity with the delivery
company remains critical, with regular online shoppers
Out-of-home deliveries preferring to choose a company they know and trust. That’s
Another key finding of the report is that out-of-home delivery why building trust and creating a powerful community around
options are on the rise. With 44% choosing this option, your brand, or products could be an instrumental strategy for
e-shoppers increasingly favour out-of-home delivery. Proximity, succeeding in 2024 and beyond. Also, keep in mind that the
flexibility, and cost-effectiveness define OOH delivery, aligning DPD Barometer results involved over 24,000 interviews across
with user preferences for convenience and savings. Precisely due 22 different countries. Of course, this means that the results are
to this trend, DPD achieved 100,000 pickup points in Europe region-dependent and vary from country to country.
in 2023, underscoring the growing demand for this delivery
solution in the expanding e-commerce market. Thus, brands and businesses should consider this to fine-tune
their strategies and consider regional differences, such as the
Purchasing preferences fact that 82% of Italians are e-shoppers vs. the EU average
The way customers choose to buy, or even interact with of 76%, the fact that e-shoppers in the Netherlands received
the brands, remains fundamentally vital to the success of an average of 6.52 parcels last month vs the EU average of
e-commerce in Europe. In that sense, the DPD Barometer 5.16, or also the fact that 55% of Polish e-shoppers are regular
showed that e-shopping habits through C2C platforms and e-shoppers vs the EU average of 48%. So regional differences
social media have become a standard. And online shoppers exist and will surely impact any strategies your brand wishes
will sell on these platforms, mainly to free up space, because to implement. That’s why this report is so valuable, because it
they have products they don’t use, and to earn extra money. provides any brand with formidable tools to adjust its European
Social networks are used quite frequently to make purchases strategy to the market and consumer reality. ••

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