The document discusses findings from DPDgroup's 2017 e-shopper barometer study on e-commerce trends in Europe. Some key findings include: - Heavy shoppers, defined as those who make 12 or more purchases annually, account for 86% of online purchases. A majority of heavy shoppers are millennials. - Cross-border e-commerce is increasing, with 75% of European e-shoppers having made purchases from foreign websites. However, cross-border purchases within Europe are declining slightly. - Delivery and return options greatly impact shopping likelihood. Next-day and flexible delivery options are especially important to heavy shoppers and millennials. - Payment methods and preferred delivery locations vary significantly between

1. How is e-commerce evolving
in Europe?
15th March 2018
DPDgroup e-shopper barometer – 2017 results

2. 2
We are DPDgroup
2017 Key figures
Number of parcels we
deliver every single day
(million)
4.8
Revenue (billion)
€6.8 1.2
Parcels delivered
(billion)
Hubs and depots
+900
Delivery experts
68,000

3. 3
Agenda
1. DPDgroup e-shopper barometer at a glance
2. Heavy shoppers and millennials shape e-commerce
3. Cross-border e-commerce – a growing trend
4. The European e-commerce market – still heterogeneous
5. Key success factors

4. 4
DPDgroup e-shopper barometer at a glance
Study scope Sample size per
country
Sample type Fieldwork
Agency
European e-shoppers of 18 years and above
who have received a parcel following an online purchase.
A representative sample per country was used based on
gender, age, region and income. June 2017
800 to 1,500
24,871 online interviews
in 21 European countries
& RussiaKantar TNS

5. Heavy shoppers and millennials
shape e-commerce
5

6. 6
E-commerce is very concentrated around heavy shoppers.
12 13 13 13 13 14
18 18 18 19 19
21 21 21
23
25 25
28
30 31
34
47
27
Annual number of purchases (median) made by heavy buyers
86%
of all online purchases are made by
heavy buyers.
This proportion is consistent across
countries .
81%
Germany
to
88%
UK
A1 – How often do you order this type of goods online?
Base: All (23849)

7. 7
Millennials make the present of e-commerce.
51%
of European
heavy shoppers
are millennials
Millennials
represent 1/3
of today’s
European active
population
Millennials:
18-34yo
40%
of European
e-shoppers
are millennials

8. 39%
of e-shoppers
use a
smartphone
to shop on
line
Use of smartphone to make online purchases in
European countries (%)
8
+5pts
Lithuania
Latvia
Austria
Germany
Poland
NL
France
UK
Ireland
Czech
Belgium
Portugal
Slovakia
Switzerland
Spain
Estonia
Italy
Russia
Hungary
Slovenia
Romania
Croatia
50
47
37
34
27
48
65
48
42
43
49
44
51
31
37
46
33
56
46
47
38
45
+1pt
+8pts
+7pts
+5pts
+6pts
+2pts
+6pts
+5pts+5pts
+9pts
+2pts
+6pts
+7pts
+10pts
-1pt
+6pts
+10pts
+3pts
+7pts
+3pts
+5pts
C3 – What devices do you use to order?
Base: All (23849)
51
Smartphones are more extensively used by heavy shoppers and
millennials.
55%
51 51
51
51%

9. The mobile-friendly websites are an
important criterion when buying online
for 43% of European e-shoppers
(+1pts)
9
C4. And how do you usually order on the following device(s)?
Base: Use smartphones to shop online (10718)
B1. You will now see a list of criteria which might be or not important for you when buying online. Which criteria are important for you?
Base: All (23849)
47
26
27
With an app With both
With an Internet
browser
Type of use of smartphones (%)
Smartphone
+2pts
-1pt
+0pt
Mobile-responsiveness – a heavy shoppers’ and millennials’ expectation.
55%
51 51
51
51%
51 51
51
54%

10. Social media has a higher impact in forging millennials’ & heavy shoppers’
choices.
10
14% of European e-shoppers
choose to shop on a website thanks to advertising on social media60
38
32
15
14
13
11
11
6
Website brand I trust
Recommendation on
social media
Word of mouth
Online advertising
Advertising on
social media
Traditional advertising
Youtubers/ videos
from specialists
Specialist blogs
Other
Drivers of choice of a website (%)
-1pt
+0pt
+1pt
-1pt
-1pt
-1pt
-1pt
+1pt
-1pt
C18. When shopping online, how do you choose a website? Base: All (23849)
Ireland
Netherlands
Spain
France
Belgium
Switzerland
Germany
Austria
Poland
Italy
UK
Croatia
Lithuania
Russia
Latvia
Czech Rep
Hungary
Portugal
Slovakia
Estonia
Slovenia
Romania
30
23
14
12
9
26
39
27
15
18
29
18
33
9
14
21
11
37
20
23
15
18
+0pt
+5pts
+0pt
+1pt
+1pt
+1pt
+0pt
+0pt+0pt
+2pts
+0pt
+3pts
+0pt
+6pts
+2pts
+3pts
+5pts
+5pts
+5pts
-1pt
+4pts42%
21%
36%
18%
20%20%
17%
17%17%
16%14%
5
1
5
1
5
1
5
1
5
1
5
1
5
1
5
1
5
1
5
1
5
1
5
1
5
1
5
1
5
1

11. 11
Loyal to certain
websites, but like
to change
sometimes
Always shop on
the same websites
Always go on
different websites
to shop
13%
25
24
21
21
21
20
20
19
19
19
18
18
18
18
17
17
61
66
68
67
65
64
68
69
67
65
70
69
69
70
70
69
14
10
11
12
13
16
12
12
14
16
12
13
13
12
14
14
Heavy home furniture
DVD/ CD/ Video Games
Groceries
Small home furniture/ Decoration
Sport
White goods/ Home appliances
Fresh Food/ Beverages
Books
Toys
Car equipment
Fashion
Shoes
High-tech/ Electronics
Leisure
Beauty/ Health Care
Medicine
25% 51 51
51
23%
C2 – Thinking of how you usually select a website, which of the following would best describe your online shopping habit? Base: All (23849)
66% 20%
High loyalty, especially from heavy shoppers and millennials.
(-1pts) (+1pts)
(-1pt)

12. 12
A third of millennials and heavy shoppers make guilty pleasure purchases.
Guilty pleasure
purchases
Exceptional purchases
Countries where ”guilty pleasure” purchases ranks as the first type of purchase
Functional purchases
46% 23%26%
54%
Croatia
43%
Slovenia
54%
Italy
39%
Slovakia
+2pts 32%
51 51
51
32%
D2 – What kind of purchase was it?
Base: All (23849)

13. 61
74
74
75
77
78
79
82
85Next day delivery
Possibility to reschedule delivery
Several delivery options
Same day delivery
Evening delivery
Saturday/Sunday delivery
2-hour window delivery in the afternoon
2-hour window delivery in the evening
Delivery based on geolocation
Impact of options on likelihood to purchase %
Heavy shoppers and millennials are keen on a wide range of options.
87%
84%
82%81%
83%82%
81%79%
79%79%
78%
79%78%
67%64%
knowing the exact 1-hour timeslot
of delivery would make them more likely to
purchase from a website.
For 77%
81% 51 51
51
82%
having the ability to select the day and exact 1-
hour timeslot of delivery would make them
more likely to purchase from a website.
For 79%
C16 – Would the following delivery/return options make you more likely to purchase from a website/retailer?
Base: All (23849)
82% 51 51
51
84%
5
1
5
1
5
1
5
1
5
1
5
1
5
1
5
1
5
1
5
1
5
1
5
1
5
1
5
1
5
1
5
1
5
1
5
1
5
1
5
1
5
1
5
1
5
1
5
1
5
1
5
1
5
1

14. A more mobile approach to parcel delivery from heavy shoppers.
14
Usual delivery places %
At home
To a parcel shop
To a post office
At work
To the retailer store
To a parcel locker station
To an alternative address (different from
home or work)
At your neighbour's home
To a safe place agreed with the carrier
To a central collection depot
To a parcel box
In a car trunk
81
17
15
12
9
8
6
6
5
4
0
0
C14 – Where do you usually have your parcels delivered to? Base: All (23849)
-2pts
+1pt
+1pt
+0pt
+1pt
+0pt
+0pt
+0pt
+1pt
+0pt
+0pt
+0pt
75% (–4 pts)
16%
19% (+3 pts)
18 % (+1pt)
13%14% (+0pt)
11% (+1pt)
11%11% (+1pt)
7%8% (+1pt)
8% (+1pt)
6%6% (+1pt)
5%6% (+1pt)
1%
5
1
5
1
5
1
5
1
5
1
5
1
5
1
5
1
5
1
5
1
5
1
5
1
5
1
5
1
5
1
5
1
5
1
5
1
5
1
5
1
5
1
5
1
5
1
5
1
5
1
5
1
5
1
5
1
5
1
5
1
5
1
5
1
5
1

15. Cross-border e-commerce – a growing
trend
15

16. 19.2%
16
Purchases on websites based abroad are increasing.
79%
75%
49%
54%
+2pts
of European e-shoppers
have already bought online from
foreign websites
of their purchases are made
abroad
C6 – Have you ever bought online from foreign websites? Base: All (23849)
C6a – Thinking of online purchases, what approximately is the proportion of purchases you have made from foreign websites for each of the following type of goods?
Rq: We define a foreign website as a website having a different domain name than your local one and/or a website being in a foreign language.
Base: Have already bought from foreign websites (15134)
61% 51 51
51
67% 22,1% 51 51
51
21,7%

17. The level of cross-border purchases varies in Europe.
Countries > 75%
Countries > 50%
Countries between 40 - 50%
C6 – Have you ever bought online from foreign websites?
Base: All (23849)
Cross-border purchases %

18. Cross-border purchases from Europe tend to lose ground.
18
of European e-shoppers
have already bought from foreign
websites located in Europe…
Buying from websites located inside Europe
(-2pts vs 2016)
C7 – From which countries?
Base: Have already bought from foreign websites (15134)
67%
UK31%
(-2pts vs 2016)
Mainly from :
of European e-shoppers
have already bought from foreign
websites located outside of Europe…
Cross-border purchases made on websites from China, %
(+1pt vs 2016)
Buying from websites located outside Europe
China44% USA31%
(-3pts vs 2016)(+4pts vs 2016)
Mainly from :
70Czech Rep +10pts
65Croatia +5pts
65Estonia +2pts
67Lithuania +6pts
70Hungary +8pts
83Russia
39Germany +7pts
41France +7pts
49NL +6pts
44Poland +9pts67Latvia +2pts
42Italy +4pts
54Spain +5pts67%

19. 19
Cross-border e-shoppers’ profile
“(vs xx)” represents the global average
Gender
54%
Men (vs 51%)
Income
43%
Higher (vs 40%)
Age
45%
18-34yo(vs 40%)
43%
Heavy shoppers
(vs 33%)
81%
were perfectly satisfied with the
experience (vs 80%)

20. The European e-commerce market –
still heterogeneous
20

21. Each country has its own habits regarding delivery places.
21C14 – Where do you usually have your parcels delivered to? Base: All (23849)
Austria
Belgium
Croatia
Czech Republic
Estonia
France
Germany
Hungary
Ireland
Italy
Latvia
Lithuania
Netherlands
Poland
Portugal
Romania
Russia
Slovakia
Slovenia
Spain
Switzerland
UK
12
20
14
25
31
15
13
At work
15
Retailer
store
13
12
At
neighbour’s
home
10
17
37
51
18
27
12
70
22
17
25
24
Post office
72
88
78
83
57
80
86
75
79
57
79
87
82
79
83
81
78
At home
35
28
39
58
32
18
Parcel shop
39
Top 1
delivery place usually
used by e-shoppers
80
11
41
33
Parcel
locker
station
Specificities per country regarding usual delivery places %
Top 2
delivery place usually
used by e-shoppers
Top 3
delivery place usually
used by e-shoppers
89
73
88
85
84
27
50
36
23
12
11
37
21
11
9

22. The local banking reality drives disparities in payment methods used.
22
Austria
Belgium
Croatia
Czech Republic
Estonia
France
Germany
Hungary
Ireland
Latvia
Lithuania
Italy
Netherlands
Poland
Portugal
Romania
Russia
Slovakia
Slovenia
Spain
Switzerland
UK
C5 – Several payment methods exist when it’s time to pay online. What is your preferred one? Base: All (23849)
Bank transfer
Digital wallet
Visa/ Mastercard
By invoice
Visa/ Mastercard
Digital wallet
Visa/ Mastercard
Visa/ Mastercard
Digital wallet
Bank transfer
Cash-on-Delivery (COD)
Digital wallet
Cash-on-Delivery (COD)
iDeal
Digital wallet
Cash-on-Delivery (COD)
Digital wallet
43
49
53
63
43
52
52
50
57
50
83
50
59
69
65
57
49
TOP 1
Digital wallet
Visa/ Mastercard
Mistercash
Cash-on-Delivery (COD)
Visa/ Mastercard
By invoice
Domestic bank cards
Visa/ Mastercard
Bank transfer
Stored value cards
Digital wallet
Payu
Multibanco
Visa/ Mastercard
Bank transfer
Visa/ Mastercard
Digital wallet
39
29
49
57
41
48
51
44
47
39
27
49
51
46
49
37
45
TOP 2
Bank transfer
Digital wallet
Visa/ Mastercard
Domestic bank cards
Domestic bank cards
Bank transfer
Digital wallet
Domestic bank cards
Domestic bank cards
Visa/ Mastercard
Acceptgiro
Przelewy24
Cash-on-Delivery (COD)
Domestic bank cards
Visa/ Mastercard
Domestic bank cards
Domestic bank cards
36
24
32
38
37
33
46
29
37
39
14
43
30
31
38
37
26
TOP 3
Preferred payment methods % - TOP 3 per country
Bank transfer 57 Visa/ Mastercard 48 Cash-on-Delivery (COD) 46
BankLink 69 Visa/ Mastercard 38 Cash-on-Delivery (COD) 37
Visa/ Mastercard 67 Domestic bank cards 41 Digital wallet 39
Cash-on-Delivery (COD) 52 Visa/ Mastercard 41 Digital wallet 39
By invoice 57 Visa/ Mastercard 51 Digital wallet 30

23. 30
26
24
22
22
21
Barriers to purchase are diverse and concern several stages of the
experience.
23
Top 3 barriers to buying online (out of 21 criteria) %
Shoppers’ bad opinion
on social media
Having to pay
delivery fees
Delivery time too
long
Item no longer on
stock
Having to pay for
returns
Not enough security
checks for payment
+0pt
-1pt
-1pt
+0pt
+1pt
-1pt
B2A –On the contrary, do the following features prevent you from buying online?
Base: All (23849)
38 29 26 35 43 27 33 28 26 32 46 49 31 36 36 40 42 37 33 28 32
33 31 42 26 27 25 33 25 20 35 25 32 29 27 29
26 25 26 20 28 31 23 24
24 42 29 25 24 27 26 26 33 34 25 22 30
33 27
26 32 31 25 24

24. Key success factors
24

25. M-commerce ready
Key success factors
25
Excellence of experience
Adapted payment optionsWide range of delivery choices
Social media
No barriers to purchaseAdapted delivery places
Enabling 1-click orders

26. Our online comparison tool is now available!
26
https://www.eshopperbarometer.dpdgroup.com/

27. 27

28. 28