In 2023, European online shoppers will go back to essentials, as reflected the Geopos e-shopper barometerT, the largest global report on the latest e-commerce trends and buying behavior. The price and characteristics of the product, the ease of purchase and return, as well as punctuality and flexibility in delivery are the most important criteria when buying online.
These guidelines largely explain the growing success of out-of-home delivery and C2C platforms in 2023, continuing a trend that has been observed for several years. Despite this focus on the basics of electronic shopping, new inspiration and information trends are also being confirmed, such as the increased use of social networks.
In general, the dynamics for 2023 indicate a stabilization of the business development observed in recent years, with a slight decrease in the total number of e-buyers and a stable share of regular e-buyers.
Carmen Cureu, Head of Market Research at Geopost GroupThink about these results: “With a robust methodology that includes more than 24,000 interviews in 22 countries, the 2023 edition of the Geopost Online Shopper Report clearly shows a clear view: regular online shoppers in Europe remain strongly committed to e-commerce. In a difficult economic environment, online shopping is seen more than ever as a way to save money, and online shoppers tend to fall back on the basics that make a purchase successful: price, clarity, ease of purchase and return, timeliness, etc Delivery. “Based on this data on consumer expectations and market trends, the Geopost e-Shopper Barometer is more than designed to serve as a strategic compass for an industry that is maturing and navigating an ever-evolving landscape.”
Key findings from the 2023 E-Shopper Barometer
E-commerce habits are ingrained among online shoppers but must adapt to economic challenges. In recent years, consumers have discovered the convenience and affordability of e-commerce. They have therefore become an integral part of their purchasing behavior. The versatility of online shops goes beyond non-essential goods.
E-shoppers now often use online platforms to buy everyday items. Specifically in the categories of food and health products. However, this evolution in consumer behavior comes against a backdrop of economic dilemmas for households, exacerbated by uncertainty in several European countries and persistent inflation. The changing economic landscape has left online shoppers navigating a complex web of options, balancing convenience and price while ensuring access to essential items.
E-commerce will set up easily in 2023
After accelerating growth, the share of European online shoppers has declined slightly over the last two years (-1 point in 2022 and -1 point in 2023). The proportion of regular online buyers, however, remains stable. Geopost’s online buyer report shows that they remain strongly committed to e-commerce and see it as a way to reduce the stress of offline shopping and save time.
Regular online shoppers are price sensitive
65% of regular online shoppers, even more than before, view online shopping as a way to save money. It’s worth noting that while eco-friendly deliveries remain important, regular online shoppers will be less willing to pay more for eco-friendly products in 2023.
Home delivery continues to gain momentum
Although home delivery continues to have the highest total number of delivery points, it is used by fewer online shoppers than in the past, benefiting agencies, pickup points and lockers that will see greater use in 2023 than in the past.
Electronic shopping habits via C2C platforms and social media are deeply rooted
7 out of 10 regular online shoppers buy or sell on C2C platforms. In addition, a third say they have increased their purchase of second-hand products. In 2023, more regular online buyers will sell on these platforms. Mainly to free up space since they have products they don’t use and to make extra money. Social networks are used quite frequently for shopping (by 7 out of 10 regular online shoppers). Firstly, for inspiration or information and to make a direct purchase for 48% of regular online shoppers.