DHL said online shoppers in Europe are willing to pay more for shipping that is more sustainable, according to the results of its Online Shopper Survey 2022.
DHL eCommerce Solutions surveyed 5,000 online shoppers from nine countries across Europe to gain a deeper understanding of their online shopping habits.
Source: DHL
In its report, the logistics company said that delivery plays a significant role in different aspects and sustainability is becoming increasingly important for European consumers, while the reliability of the delivery provider takes centre stage.
"One of the key findings of our Online Shopper Survey 2022 is, that offering a great product at a low price is no longer enough to earn a loyal customer base," said Henning Gaudszuhn, vice president of Customer Experience at DHL eCommerce Solutions, it added, noting that various aspects such as payment options, a trusted delivery partner and different delivery options, including green delivery, can turn a browser to a buyer.
"Sustainability is no longer a fringe concern: 53 % of e-commerce shoppers throughout Europe want online retailers to become more sustainable, including delivery and packaging," DHL said.
It noted that over a fifth of Swedish shoppers even say they would always pay more for eco-friendly deliveries.
Also, 58 % of 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.
"By increasing the number of unattended deliveries, we can reduce up to 30 % of CO2 emissions in the last mile. Given our years of experience, we are able to strategically place Parcel Lockers and DHL ServicePoints to widely frequented places such as grocery stores and gyms," Henning Gaudszuhn said.
DHL's Sustainability Roadmap envisions that the company will be net emissions-free by 2050.
Among others, the company invests in sustainable fuels on all transport routes, e-vehicles, more efficient processes in general, and sustainable operational buildings.
Deutsche Post DHL Group's GoGreen Plus Service also allows customers to decarbonize their shipments on all transport routes.
Shoppers expect convenient delivery, free returns
DHL noted that European shoppers also have high expectations regarding seamless, convenient delivery and returns experiences.
"93 % of European shoppers say that where they shop online is influenced by the delivery options offered at checkout. And at least 75 % of consumers in Spain, Sweden and UK say they have abandoned a shopping cart because their preferred delivery option wasn't available," it added.
Meanwhile, DHL said in Austria, the number was even higher at 85% and in general, 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.
The return also plays a crucial role. For some shoppers, having to pay for returns is a deal-breaker.
It said around half of the potential European customers would rule out buying from an e-commerce store if it didn't offer free returns.
DHL said to avoid contradictions with the demands for more sustainability, an efficient and sustainable return concept is just equally important as green delivery.
DHL said over two-thirds of European consumers make at least one cross-border purchase a month. This is primarily due to specific products and brands not being available in the shopper's home country (45%), while 33% cite lower prices as a reason for international shopping.
