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Viral, eco, free? What to know about online buying behavior in 2024

Are you sick of hearing about social media marketing and selling? Well, brace yourself because our own DHL eCommerce survey shows that sellers shouldn’t underestimate the power of social media – along with some other interesting factors (like the impact of reviews!). Keep on reading for deeper insights into why people buy online. 

Online buying behavior: There is a method to the madness

Woman shops on her smartphone

When buying a new t-shirt for summer, it’s easy to grab your smartphone, search for products, and scroll through countless websites. But how exactly do online shoppers across the globe browse and buy? What drives them to choose a specific brand or product?

We have some answers. According to a recent survey of 12,000 e-consumers in 24 countries by DHL eCommerce, online shoppers have distinct preferences when making purchases. No impulsive buying behavior is found here!

Spoiler alert: social media, sustainability, and delivery options play a crucial role.

84%

of shoppers across the globe browse online at least once a week

Young woman sells her goods online

52%

of shoppers worldwide buy something online at least once a week

48%

of social media shoppers say they browse online shopping sites at least once a day

Why do people buy online? It depends.

Our 2024 survey reveals some key messages about online buying behavior that every e-commerce business needs to know about. Here are just a few:

Laptop and smartphone icon
Social media influence

Social media and e-commerce go hand in hand. Many online shoppers use the platforms for inspiration (81 % of shoppers under 45!), while others (35% under 45) use them regularly for purchases.

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Trusted reviews

Trust and credibility matter – and reviews can have a huge impact. Over 90% of shoppers check customer reviews before purchasing, and nearly 100% say reviews influence their buying decisions. 

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Importance of sustainability varies

Most shoppers say sustainability is important to them – and they would like to know about the environmental impact of their purchases. But some draw the line at costs: 38% of shoppers worldwide would never pay for sustainable delivery. In some countries, that figure is over 50%.

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Delivery costs & options

Most online shoppers buy from shops that offer free delivery. Additionally, they might abandon their shopping carts if they do not like the delivery options – for example, if there is no precise delivery date or time. 

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Five ways you can impact online buying behavior and improve the customer experience

  • Utilize social media: Nearly 7 of 10 shoppers use social media for inspiration or purchasing. Leverage these platforms to build brand awareness and boost sales.
  • Embrace reviews: Reviews play a crucial role in building trust between brands and consumers. If you want more shoppers to click on ‘buy now’, don’t underestimate the impact of reviews. Enable and encourage more customers to review your products, ideally with photos or videos.
  • Spotlight sustainability:  Shoppers are paying more attention to how their purchases impact the environment. Be transparent! Try highlighting how low the Co2 emissions of their delivery will be or give other relevant info to attract eco-conscious consumers.
  • Be cost-conscious: Only 21% of online shoppers are willing to pay for more sustainable packaging every time. Consider incorporating the cost of sustainable packaging into the overall product price.
  • Provide delivery options: In a perfect (e-commerce) world, delivery would be free, fast, and flexible. Free delivery will help convert browsers into buyers but don’t ignore the power of choice. Work with top delivery partners to give your customers the best options, such as speed or flexible delivery time and locations.

Understand online buying behavior and reach new customers

Dog shopping

Remember that online buying behavior differs from country to country and platform to platform, so be sure to check out our full report (link below) for the latest trends. Once you understand how shoppers browse and buy online and what influences their purchasing decisions, you’ll reach new customers and quickly turn them into buyers.

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online-shopper-trends-2024

ONLINE PURCHASING BEHAVIOR REPORT

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Published: August 2024

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