The Driving Forces Behind Social, Sustainable, and Cross-Border Shoppers
The final chapter of the Online Shopper Trends Report introduces three key buyer personas, identified based on their specific shopping behaviors in e-commerce.
Just in time for the peak season, DHL eCommerce has released the concluding chapter of its global Online Shopper Trends Report. This chapter delves deeper into the behaviors of consumers behind the shopping cart. A survey of 12,000 online shoppers from the 24 most relevant e-commerce markets has highlighted three distinct buyer personas. These reflect major trends in social commerce, sustainability, and cross-border shopping. Complemented by 19 detailed country reports, this chapter provides valuable insights for retailers and online shops to gain a competitive edge in the fiercely contested e-commerce market.
In the rapidly evolving e-commerce landscape, consumers are becoming increasingly demanding in their expectations for the shopping experience. According to Pablo Ciano, CEO of DHL eCommerce, convenience, transparency, and sustainability are no longer just nice-to-haves but essential components of the customer journey. Retailers who adapt to these shifting preferences can increase their conversion rates and boost customer satisfaction and loyalty. Logistics play a crucial role in this ecosystem, with 80% of shoppers stating that the choice of provider influences their purchasing decisions.
The final chapter of the Online Shopper Trends Report sheds light on three influential buyer personas that shape today’s e-commerce behavior. These personas offer valuable insights into the needs and preferences of online shoppers. Despite their differences, one common thread stands out: all of them are highly price-sensitive.
Social Media Shopper
This dynamic group, mostly under 45 years old, enjoys shopping on platforms like Facebook, Instagram, and TikTok. 51% of them shop online at least two to three times a week, primarily purchasing clothing, beauty products, and household items. Social Media Shoppers value personalized experiences and exclusive products. Sustainability is important to them, but they also expect discounts. 8 out of 10 use discount codes, and 9 out of 10 prioritize reduced prices. Additionally, flexible delivery options significantly influence their purchasing decisions. A new form of this type of shopping is also called “Social Commerce”.
Sustainable Shopper
Sustainable Shoppers are environmentally conscious consumers, mainly from Europe and the Asia-Pacific region. They consider the impact of their shopping habits on the planet and primarily buy clothing, cosmetics, and household goods. Nearly one-third shop online two to three times per week. They value comprehensive product information and are willing to accept longer delivery times for eco-friendly shipping. For 43%, this is even a preferred option if it promotes sustainability. At the same time, they are price-sensitive — 79% expect discounts and sustainable options without additional costs.
Cross-Border Shopper
Cross-Border Shoppers actively seek better prices, higher quality, and unique products from international retailers. Primarily based in Europe and the Asia-Pacific region, they regularly shop abroad. 75% at least once a month, 17% even weekly. Clothing, electronics, and cosmetics are their main focus. For this group, logistics also play a critical role, with 38% abandoning their shopping cart if shipping costs are too high. They are highly price-sensitive: 54% shop internationally to save money, while 46% are drawn by a wider product selection.
The Online Shopper Trends Report 2024 consists of five chapters. Those cover e-commerce trends, online purchasing behaviors, delivery and returns, cross-border shopping, and “Beyond the Basket” — along with 19 dedicated country reports. It provides retailers with comprehensive insights into how to adapt to changing consumer preferences across various markets while highlighting the increasing importance of a reliable logistics partner.