European online consumers (e-shoppers) are returning to the shopping habits of the past. This is reflected in the E-shopper barometer of Geopost, a group to which Seur belongs, which highlights that the dynamics of 2023 point to a stabilization of the business growth of recent years, with a slight decrease in the total number of e-shoppers and a stabilization in the number of regular e-shoppers, those who buy at least one category of products per month online.
Specifically, price and detailed information on product characteristics, ease of purchase and return, as well as punctuality and flexibility in delivery are the most relevant criteria when buying online. These preferences explain, to a large extent, the growing success of Out of Home (OOH) solutions and C2C (Consumer to Consumer) platforms in 2023, in line with a trend that has been observed for some years now.
In addition, the report published by Geopost confirms new trends when looking for inspiration and product information, such as the increased use of social networks. Overall, the dynamics of 2023 point to a stabilization of the business growth of recent years, with a slight decrease in the total number of e-shoppers and a stabilization in the number of regular e-shoppers, those who buy at least one product category per month online.
Carmen Cureu, Director of Market Research at Geopost Group, noted that “with a robust methodology that includes more than 24,000 interviews in 22 countries, Geopost’s 2023 edition of the E-shopper barometer points to a clear trend: regular e-shoppers in Europe remain committed to e-commerce. In an uncertain economic environment, shopping online is seen as a way to save and consumers are returning to their previous shopping habits: price, ease of purchase and return, timeliness and flexibility in delivery. More than ever, Geopost’s E-shopper barometer is designed as a strategic compass in an industry that is maturing and constantly evolving.”
Reclaiming shopping habits
E-shoppers are returning to the shopping habits of the past to adapt to economic hardship. In recent years, the convenience and accessibility offered by e-commerce has become a fundamental part of online shopping. The versatility of online stores has extended beyond non-essential goods and e-shoppers now frequently turn to digital platforms to purchase essential items, especially in the food and health-related categories. However, this evolution in consumer behavior is taking place against a backdrop of economic hardship for households, weighed down by uncertainties in several European countries and persistent inflation.
Ecommerce is undergoing slight adjustments in 2023. After accelerated growth, the proportion of e-shoppers in Europe has declined slightly over the past two years (-1 point in 2022 and -1 point in 2023), while the proportion of regular e-shoppers remains stable. Geopost’s E-shopper barometer shows that they remain deeply committed to e-commerce, as they see it as a way to reduce the stress of shopping in physical stores and save time.
Regular e-shoppers are very price-sensitive. 65% see online shopping as a way to save money, even more than before. It is worth noting that, although sustainable deliveries remain important, regular e-shoppers are less willing to pay more for sustainable products in 2023.
Delivery via Out of Home (OOH) solutions continues to gain traction. Although home delivery is the preferred option for e-shoppers, the use of point-of-sale and lockers continues to increase in 2023.
The use of C2C platforms and social media shopping remains high. Seven out of 10 regular e-shoppers buy or sell on C2C platforms and a third say they have increased their purchases of second-hand goods. In 2023, more regular e-shoppers sell on these platforms, mainly to free up space, because they have products they don’t use and to earn extra money. Social networks are also used to a large extent for shopping purposes, specifically by 7 out of 10 regular e-shoppers; they mainly use them for inspiration or information, and 48% of regular e-shoppers use them to make a direct purchase.
Perceptions of online shopping and delivery experience stabilize in 2023. After two years of decline in 2021 and 2022, regular e-shoppers’ perceptions of delivery management on their last online purchase stabilize in 2023. However, the overall perception has not returned to the levels seen in the past. Dissatisfied e-shoppers mainly complain about lack of product transparency and delivery delays. In this context, familiarity with the delivery company remains critical, as regular e-shoppers prefer to choose a company they know and trust.
What do regular e-shoppers in Spain look like?
In contrast to the downward trend of e-commerce in Europe, the situation in Spain remains stable in 2023. Regular e-shoppers, who receive an average of 4.7 orders per month, continue to purchase products in the same categories of fashion, beauty, health and footwear, although with a decrease in the purchase of books, food and technology compared to the pandemic period. Perceptions of e-commerce have stabilized after a drop in the previous year.
Price sensitivity is a constant among regular Spanish e-shoppers and remains at similar levels to 2022 despite high inflation. Two-thirds consider price as the determining factor in their purchasing decisions and 61% are constantly on the lookout for discounts and offers, evidencing a demand for greater transparency on return costs.
The use of C2C platforms and shopping through social networks remains high in Spain, with around 70% of regular e-shoppers participating in these platforms to both buy and sell. Despite Spaniards using these platforms less frequently than their European counterparts, the preference for physical delivery for purchases from individuals remains higher in Spain, although the selection of delivery companies via websites or apps is gaining popularity.
Perceptions about online shopping and the delivery experience remain stable in 2023. The ease of their last online purchase is highly emphasized by Spanish e-shoppers, as is the growing importance of delivery companies in the delivery experience. Although only 11% have returned their last purchase, satisfaction with the return process is higher compared to their European counterparts, although difficulties related to the return process itself persist.
Out of Home (OOH) solutions, such as carrier-owned stores and the use of lockers, are gaining ground in Spain, evidencing an evolution in the delivery preferences of Spanish consumers. Amateur e-shoppers, who represent 15% of the total, share a positive perception of the shopping experience and online delivery/return. In the current context, they underline the ease and convenience of these activities.