International company DHL, in its e-commerce report, identified a significant gap between product views and actual purchases. The study, which surveyed 24,000 respondents from 24 countries, shows that while 58% of shoppers browse products, only 22% make a purchase. At the same time, Chinese consumers show the highest engagement: 85% browse and 58% buy products weekly.
According to the research, the key barriers to online shopping are delivery and return issues. Specifically, 81% of shoppers would abandon an order if there is no convenient delivery method, and 79% would do so due to unsatisfactory return conditions.
The main reasons for cart abandonment:
Customer expectations:
The BNPL ("Buy Now, Pay Later") service has gained significant popularity, especially among younger consumers (59% - Gen Z). Nearly half of Millennials (46%) admitted that this option encourages them to shop more frequently. The leaders in BNPL usage are China and Sweden. Meanwhile, bank cards remain the leading primary payment method (88%).
The main reasons for cart abandonment:
- Slow delivery (36%)
- Lack of preferred payment method (35%)
- Unexpected customs charges (33%)
- A promo code not working (33%)
- Paid delivery (32%)
Customer expectations:
- Free delivery (72%)
- Free returns (53%)
- Improved product descriptions (46%)
- Customer reviews with photos (45%)
The BNPL ("Buy Now, Pay Later") service has gained significant popularity, especially among younger consumers (59% - Gen Z). Nearly half of Millennials (46%) admitted that this option encourages them to shop more frequently. The leaders in BNPL usage are China and Sweden. Meanwhile, bank cards remain the leading primary payment method (88%).
The study predicts active growth in social media shopping: 70% of respondents worldwide are open to this possibility within the next five years. Current dynamics confirm this trend: 31% of shoppers admitted to an increase in impulse purchases via social networks, 37% are shopping there more frequently, and 42% are researching products more thoroughly. This market's volume is expected to exceed $1 trillion by the end of 2028.
Purchasing decisions are significantly influenced by viral products (82% of those surveyed). However, the key factor determining choice for the majority (62%) remains reviews from other customers.
Purchasing decisions are significantly influenced by viral products (82% of those surveyed). However, the key factor determining choice for the majority (62%) remains reviews from other customers.
