01
How shoppers behave and perceive online shopping

Unpredictable shoppers

Today’s shoppers are hard to predict. A large majority carefully plan what they’ll buy, but many admit to buying on impulse. Electronics and clothing take the top spot for popular products and the battle to choose between in-store and online continues.

Research and careful decisions are a regular feat, but shoppers never say never.

To what extent do you agree with the following statements?

I often buy products spontaneously

Shoppers consider themselves quite spontaneous and flexible when it comes to buying online. They can get caught up in the moment. If you show them the right product at the right price at the right time, they’re likely to buy.

I often carefully plan what I buy

Most shoppers take their time to decide. They need to research and get reassurance. Retailers must understand this and not try to consistently push for a sale, but guide shoppers along the buyer's journey at their own pace.

I often buy products based on advertisement I have seen

Adverts are hard to escape. But shoppers want to make their own decisions. They aren't consciously influenced and prefer to be left alone to discover.

If I see something I want, I buy it
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Shoppers frequently act on impulse. Similar to being spontaneous, if you show the right product at the right time, they’re likely to buy.

I often buy products based on inspiration I get online

Shoppers are looking for inspiration and when they find it, it works. When you put time and resources into building a more inspirational shopping experience, you'll reap the rewards.

I typically do a lot of research, before I buy a product

Though shoppers can be spontaneous, they prefer to research and consider before buying.

Appeal to impulse

Inspiration clearly plays a big part in online retail. And we predict it'll only get bigger. A large percentage of shoppers already agree they buy spontaneously, so imagine the power your store could have if you inspire those impulsive shoppers.

Online shopping is easy, but there’s still room for improvement.

What is your general perception of buying products online?

Online shopping has become the go-to form of shopping for many of us. Thanks to it now being a regular habit, most shoppers consider online shopping as being easy.

Products often competitive on price and fast delivery top the popularity scale.

Which of the following products do you typically buy online?

As ecommerce and online retail grows, so does the range of products available. Yet as creatures of habit, shoppers stick to what they know. They like getting the best prices online for electronics and books, but prefer to buy more immediate items like food and cleaning items in store.

Online products are worth the wait

There’s such a wide variety of products available online these days. Yet it’s no surprise that products not necessarily needed immediately or unavailable in standard supermarkets are the most common online purchases.

The physical touch and immediate satisfaction that comes with in-store shopping is simply unbeatable.

What is your primary reason for buying products in a physical store?

"Prefer to see and feel an item"

"Can see, touch, try it on"

"No waiting for delivery"

"Ability to see and take products immediately"

"High delivery fees"

"Customer Service"

"I get to see the product. Images can be deceiving"

Yet ease, convenience and price comparison are the biggest reasons to buy online.

What is your primary reason for buying products online?

"Ease, range, price"

"Ease of finding products at the best price"

"Delivery to home"

"More choice. You can buy things online which aren't available in stores"

"Greater variety to choose from"

"Availability and competitive price"

"Easy, I don't have to rush to buy"

"The 98% of online shoppers not yet ready to buy are browsing. They’re looking around for inspiration. Checking out product specifications and product use. Comparing product ‘A’ with ‘B’ within the retailers’ assortment. To cater to them, retailers need to provide detailed product guides, how-to's and highlight contextual product images. By being inspiring and helpful retailers should see that this strategy will end up having a positive effect on the total conversion rate."

Hannu Vangsgaard, Digital Acceleration Consultant

This survey will give you insights on:

The Behavior of Online Shoppers Survey 2021

01How shoppers behave and perceive online shopping

02How shoppers seek inspiration and look for products

03How shoppers define a great shopping experience

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Methodology & data sources

Results are based on an online panel survey across six countries; UK, Sweden, Germany, Italy, Netherlands, France. A total of approx. 6,000 interviews were collected in April 2021. Data is weighted based on each country’s contribution to the total representive markets for this survey in Europe, and representative distributions for gender, age and region are secured. Data quality check has been performed and secured by Epinion.

This survey seeks to discover new trends and is per definition explorative. The questionnaire structure is developed based on best practice. Questions have been quality assured and arranged to create the least possible bias for answers in forthcomming questions. Answers are balanced, and statements have been randomized to minimize selection bias.