2022 European Online Shopper Trends

Whether you’re selling on your own e-commerce store, across marketplaces or on social media (within your own country or considering expanding to new markets). European shoppers say that delivery options have a huge impact on the decision to hit ‘buy now’.

Read on for the top 10 highlights or download the full report for free.

1. Give customers multiple delivery options
   And be sure to highlight which delivery carriers you are using. This is important to give customers the confidence that their delivery will arrive safely. 75% of shoppers have abandoned their shopping cart because their preferred delivery option wasn’t available.
2. Take advantage if your business is based in Germany or the UK
   The most popular European cross-border shopping locations are the UK and Germany. If your business ships from either of these, it’s time to market further afield.
3. Offer the widest possible payment options
   More payment options - from PayPal and Apple Pay to invoices and even cryptocurrency - mean more sales.
4. Don’t focus only on smartphones
   Laptops are still widely used for online shopping. Make sure your site is easy to use and clearly optimized for ALL devices.
5. Provide easy returns
   Make the process simple and straightforward, and refund money quickly. If at all possible, do not charge for returns.
6. Gain a trusted delivery partner, or lose up to 58% of potential customers
   Over half of the shoppers surveyed said knowing the identity of a trusted delivery partner was important to them.
7. Your shoppers are looking to go green
   Sustainability is very high on your customer’s shopping lists, with many prepared to wait longer for a green delivery.
8. Having a social shopping offering will pay dividends
   Social is growing across the continent, with over half of all shoppers using social platforms to make a purchase.
9. Online reviews really matter
   More and more customers are turning to online reviews to validate their potential purchases. In Sweden alone 99% said reviews influenced their shopping behavior.
10. You need to turn browsing into buying
    Up to 40% of shoppers surveyed frequently browse e-tailers twice or three times a week. It’s also important to know that many browse and research online before buying in-store.