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Tracking consumer behavior in e-commerce

Ongoing consumer research into the online shopping behavior of consumers in the Netherlands, Germany and Norway. We aim to provide insights into consumer attitudes, behavior and shifts in consumption and preferences. Whatever the reason for these shifts may be – trends, public opinion or a pandemic – AfterPay Insights is here to help you understand the e-commerce landscape.

Consumer Insights Dashboard

Here we share an overview of how the corona outbreak impacts consumers e-commerce shopping. Interact and filter the results below.

 

Insights blog

Our findings on the corona outbreak's impact on consumers' e-commerce behavior. We aim to update our data set on a weekly basis, with daily analyses, deep dives and expert interviews along the way. Stay tuned!

2020 Sales Events Recap: ~58% of consumers made at least one purchase during Peak Season and 8 out of 10 shoppers state Black Friday had the best deals

Peak Season is now officially behind us. How did Dutch, German and Norwegian consumers shop? What did they buy? We previously recapped how consumers shopped during Black Friday and Cyber Monday. But we are now also able to look back at consumers’ Peak Season shopping over the entire holiday period, so including Christmas. Did the Christmas Sales top Black Friday and Cyber Monday shopping? During which sales events do consumers think they made the best deal? AfterPay Insights decided to find out.

The majority of consumers purchase in Peak Season; Black Friday… Read more

Written by Insights Team.

Wrapping up 2020: e-commerce in the Netherlands and Germany peaks end of December, Norway already hit apex two weeks before

New research data covering the second half of December is added to our research, which now conists of more than 66.000 interviews with Dutch, German and Norwegian consumers.

In the Netherlands and Germany, e-commerce purchases continue to grow during the second half of December, although recent growth it not as steep as in October and November. E-commerce in the Netherlands shows a dramatic growth of online purchases in November, after which the relative growth rate flattens out, ending up at +90% by the second half of December. The number of online purchases… Read more

Written by Insights Team.

By mid-December, 60% of Christmas gifts still to be purchased in the Netherlands,  34% in Germany and 44% in Norway; e-commerce continues to grow

In our last update before Christmas, we have added new research data covering the first half of December (December 10th - 16th) to our database. Our data now contains survey responses from more than 63.000 interviews with consumers in the Netherlands, Germany and Norway.

In the Netherlands, total online purchase growth after Black/Cyber Week was at +86% and is now at +87%. And in Germany e-commerce growth increases from +50% following Black/Cyber Week to +59% after the first half of December. E-commerce in Norway grows +70% compared to mid-March And e-commerc… Read more

Written by Insights Team.

Recapping Black Friday and Cyber Week 2020: E-commerce reaches new heights as consumer inflow grows +10% compared to last year - seasonal ‘Toys’ purchases explode

New research data covering the Black/Cyber Week (interviews conducted November 26th to December 6th) is now available in our dashboard. Compared to mid-March, e-commerce purchases grow to +86% in the Netherlands, +70% in Norway and +50% in Germany.

‘Toys’ is the product category that grows most in November – this is likely due to gift shopping for the holiday season. In the Netherlands, online growth in Toys is at +87% at the end of October and is now at +355% (compared to mid-March). In Norway, online purchases in Toys increase from +77% at the end of Octobe… Read more

Written by Insights Team.

7 out of 10 Norwegian consumers purchase online by mid-November as consumers aged 45-54 years old stand for most growth; further growth expected in December – mostly in Fashion

AfterPay Insights’ latest research, now containing survey responses from more than 16.000 interviews with Norwegian consumers shows that - by mid-November - online purchases in Norway grow to +51% compared to the number of purchases made mid-March. The main driving force behind Norwegian e-commerce growth is the increase of the online customer base, which grows from 47% pre-Corona to 71% of all Norwegian consumers by mid-November. The inflow of new online shoppers is largest among consumers aged 45-54; 51% purchased online in March, and this share h… Read more

Written by Insights Team.

4 in 5 German consumers shop online by mid-November and consumers intend to make even more online purchases in December – particularly in Media/Entertainment

AfterPay Insights’ latest research, now containing survey responses from more than 18.000 interviews with German consumers shows that - by mid-November - online purchases in Germany grow to +42% compared to the number of purchases made mid-March. Heavy Shoppers (5 or more bi-weekly online purchases) comprise 18% of all online shoppers by mid-November, but they stand for 49% of all online purchases in Germany.

The main driving force behind German e-commerce growth is that online shoppers shift a larger share of their purchases from brick-and-motar stores to on… Read more

Written by Insights Team.

78% of Dutch consumers shop online mid-November as older consumers shift to online; further growth expected in December, especially Fashion and Toys

AfterPay Insights’ latest research, which now contains survey responses from more than 18.000 interviews with Dutch consumers, shows that - by mid-November - online purchases in the Netherlands grow to +61% compared to the number of purchases made mid-March. The main driving force behind Dutch e-commerce growth is existing online shoppers shifting a larger share of their purchases from brick-and-motar stores to online. Heavy Shoppers (5 or more bi-weekly online purchases) comprise 16% of all online shoppers by mid-November, but they stand for 50% of… Read more

Written by Insights Team.

E-Commerce Alert: Peak Season erupts mid November, driving e-commerce purchases to 2020’s highest peak so far – and Black Friday hasn't even started yet

We have added new research data for mid-November (interviews conducted November 12th to 22nd). E-commerce purchases have by mid-November grown to +61% in the Netherlands, +51% in Norway and +42% in Germany. This is a yearly high for all three countries, being based on consumer interviews that ended Sunday before the start of Black Week.

Our research now contains responses from over 57.000 consumers in The Netherlands, Germany and Norway over a period of eight months. The long-term online purchase trend reveal the same development patterns across all three cou… Read more

Written by Insights Team.

Norwegian E-commerce: Half of all Norwegian consumers intend to purchase on either Black Friday or Cyber Monday, of which 40% are still planning what to buy

During the first half of November, 49% of Norwegian consumers state that they will make at least one purchase on either Black Friday or Cyber Monday. This is significanly higher than in Germany and the Netherlands where purchase intent levels are at 41% and 36% respectively. And even though Black Friday is more than three times the size of Cyber Monday and has almost twice the conversion rate from awareness to intended purchase, the expected relative growth compared to last year is significantly higher for Cyber Monday at +75% vs. +31% for Black Fri… Read more

Written by Insights Team.

Dutch E-commerce Forecast: Cyber Monday consumer base expected to grow +100%, Black Friday grows +27% but is still 3X bigger

By the first half of November, 36% of Dutch consumers state that they will purchase on either Black Friday or Cyber Monday. And even though Black Friday is three times the size of Cyber Monday and has almost twice the conversion rate from awareness to intended purchase, the expected relative growth versus last year is significantly higher for Cyber Monday at +100% vs. +27% for Black Friday. We also see that, in terms of the share of consumers in the Netherlands who intend to buy, cross-purchasing between these two events is significant as 70… Read more

Written by Insights Team.

Peak Outlook Germany: Black Friday is 3X bigger and has a 2X higher conversion than Cyber Monday

In this blog we zoom into German consumers’ preferences and intended behavior for the upcoming Black Friday and Cyber Monday week. As we started tracking these aspects since the first half of September we now see some interesting developments mid-November.

By the first half of November, 41% of German consumers state that they will purchase on either Black Friday or Cyber Monday. And even though Black Friday is three times the size of Cyber Monday in terms of the share of consumers in Germany who intend to buy, cross-purchasing between these two events is sign… Read more

Written by Insights Team.

E-commerce growth peaks in November as consumers continue to shift purchases from brick-and-mortar stores to online, driven by spending more time at home

New research data for the first half of November is added to our research, now containing responses from almost 55.000 consumers in The Netherlands, Germany and Norway over a period of eight months.

The long-term online purchase trend shows that purchases peak at an all-time high in the first half of November in all three countries. It is the first time that e-commerce purchases hit a high after the peak in April/May, which was right on the outset of the corona outbreak.

Although consumers buy more online, they do not buy more overall – i… Read more

Written by Insights Team.

Santa's Gift-O-Meter: Dutch consumers buy 14% of Christmas gifts

Ho-Ho-How many Christmas gifts have consumers already shopped for under the Christmas tree this year? Find out in Santa's Gift-O-Meter! Here AfterPay Insights tracks the pace of Dutch, German and Norwegian consumers’ gift shopping and how this accumulates over time since September. 

By mid November, Dutch consumers buy 14% of expected Christmas gifts, compared to 11% in the beginning of November. 

Visit Santa's Gift-O-Meter for Ge… Read more

Written by Insights Team.

Norwegian Fashion Shoppers go for casual looks this Peak Season and plan to score the best Fashion deals on Black Friday and ‘after Christmas’

AfterPay Insights’ research into Norwegian Fashion Shoppers’ expectations of the upcoming peak season sales and their purchase intentions reveals some interesting findings.

The majority of Norwegian Fashion Shoppers state that they intend to purchase within Fashion during the upcoming peak season. Heavy Fashion Shoppers (making two or more bi-weekly online Fashion purchases), make up 6% of all Norwegian consumers and make 51% of all online Fashion purchases. Among Norwegian consumers who traditionally don’t buy Fashion online, 33% claim they … Read more

Written by Insights Team.

Singles’ Day is embraced by young consumers who intend to buy Fashion, also on Black Friday

Consumers’ awareness around Singles’ Day as a sales event is not yet high enough to make it a serious contender of more traditional sales events like Black Friday, Halloween, ‘Sinterklaas’ and Christmas. In Germany, only 6% of consumers are aware of the Singles’ Day sales event, and the corresponding share is 14% in the Netherlands and 17% in Norway. In comparison, consumer awareness around Black Friday is at 70% or above across all three countries.

The relatively low level of awareness is not surprising as Singles’ Day is a new sales phenome… Read more

Written by Insights Team.