The intention-behavior gap in environmentally friendly delivery options
According to the global Online Shopper Survey by DHL eCommerce, which was first released in 2023, 95 percent of online shoppers abandon their purchase if the delivery options do not meet their expectations. This study, along with a European investigation into online consumer behavior, was conducted by surveying a total of 11,500 shoppers, including 5,000 in Europe. Participants were interviewed from ten European countries and, for the first time, from 13 countries worldwide.
Flexible delivery options are of immense importance to online shoppers. Worldwide, 95 percent of respondents stated that they have abandoned a purchase if their desired delivery option was not available. Regardless if it is a home delivery, delivery to a parcel locker, or a pickup point. This trend is also evident in Europe, where 90 percent of respondents have discontinued their purchases because the goods could not be delivered to a suitable location or at a convenient time for them.
Furthermore, the ability to redirect deliveries at the last minute is considered important from the customer’s perspective. Globally, 75 percent of respondents desire this flexibility, while in Europe, it’s 72 percent. They want the option to have their package delivered to another secure location if they are not at home.
Trending delivery options: Social Media and Subscription
According to a study, social media is gaining increasing importance as a distribution channel from the perspective of retailers. Globally, seven out of ten online shoppers find inspiration through social media. This trend is particularly pronounced in China and Thailand, where more than half of the respondents indicate that they regularly make purchases through social media platforms. In comparison, the global average stands at 28 percent. In Europe, 48 percent of online buyers have already made purchases through social media, primarily on platforms such as Facebook and Instagram. However, TikTok is also gaining significance as a shopping channel. And lastly, with the popularity of video streaming, YouTube is being recognized as an important distribution channel as well.
Subscription models are also enjoying increasing popularity. In Europe, 31 percent of respondents have subscribed to at least one online shop, with beauty and food subscriptions being particularly sought after. Globally, 36 percent of online shoppers have such a subscription. With beauty products taking the lead, followed by groceries and clothing.
Another insight from the study is that sustainability is becoming increasingly important for online shoppers. 64 percent of surveyed Europeans place importance on sustainability, but only 20 percent are willing to pay more for environmentally friendly deliveries. Instead, it is expected that the costs should be borne by the sellers. However, 49 percent of European customers would be willing to accept longer delivery times if it meant greater sustainability. Globally, a similar trend is observed: over 70 percent of respondents value sustainability in online shopping, and nearly half would be willing to wait longer for deliveries. However, only 28 percent would accept additional costs for sustainable delivery options if given the choice.