A DHL survey found that 95% of online shoppers abandon a purchase if their preferred delivery option is not available.
Results of DHL eCommerce's Global Online Shopper Survey for 2023 seek to gain insights into e-commerce purchasing patterns and surveyed shoppers from 10 countries across Europe and, for the first time, from 13 countries across the globe with major global markets within Europe, the Americas, the Middle East and Africa, as well as Asia Pacific and China covered.
The Online Shopper Surveys offer insights into where and why they shop cross-border, what they buy and spend, their attitudes to delivery and returns and why sustainability matters to online shoppers worldwide.
"The results of our latest Online Shopper Survey indicate that delivery flexibility and transparency are crucial for customers. But sustainability is also becoming an increasingly important issue, with almost half of the customers even willing to accept longer delivery times," said Pablo Ciano, CEO of DHL eCommerce.
He noted, however, that the willingness to pay more is still relatively low at 28%.
"But we are convinced that this will also change with the growing number of sustainable delivery options and solutions," the DHL executive added.
Flexibility and plannability are key
The report said flexible delivery options are vital for online shoppers.
"95% of shoppers around the globe report they have abandoned a purchase in the past because a preferred delivery option, such as home delivery or the ability to ship to parcel lockers or parcel shops, wasn't available," the Global Online Shopper Survey for 2023 found.
It noted that the same goes for consumers in Europe — with 90% of European shoppers saying they didn't complete an online order because the goods couldn't be delivered to a location or a time that suited them.
Also important for customers is the option to re-direct their deliveries at the last minute.
It added that 75% of global shoppers and 72% of Europeans want the flexibility of ensuring their parcel is delivered to another safe place when they're not at home.
Furthermore, around two-thirds of European online shoppers want to know what delivery company handles their parcels before placing an order. 43% would even abandon their cart if they didn't like the delivery provider offered.
"When looking at consumers around the world, a similar picture emerges. 70% say knowing about the delivery company is very important, and 43% would cancel an online purchase if they didn't trust the delivery partner," the report said.
It added that the number in regions such as the Middle East and North Africa even rises to 61%.
Social media shopping and subscription services are on the rise
DHL said social media channels are also becoming increasingly important as a sales channel for retailers.
The report found that seven out of ten shoppers worldwide use social media for shopping inspiration — with China and Thailand leading the ranking regarding social media shopping.
More than half of the respondents say they regularly shop on social media platforms, versus a global average of 28%.
Also on the rise are subscription services. DHL said across the globe, 36% of shoppers have a subscription service to an online retailer — and beauty products are the No. 1 subscription, followed by food and clothing.
Shoppers want to go green, and 49% would even accept longer delivery times.
The Global Online Shopper Survey for 2023 noted that sustainability continues to be an important aspect for online shoppers. Globally, it said that more than 70% of respondents say that sustainability is important to them when they shop online, and almost half would be prepared to wait longer for their deliveries.
But, given a choice, only 28% see fit to pay more for a more sustainable delivery.
The report also saw customers wanting to enjoy a variety of payment options
DHL eCommerce commissioned the study to understand consumers' online shopping habits across Europe and the globe better.
The global survey took place across 13 global markets (Argentina, Australia, Brazil, Canada, China, India, Malaysia, Morocco, Nigeria, South Africa, Thailand, UAE and USA), plus 10 European countries, and involved 11,500 participants.
