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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

Filter, segment and slice our consumer research data below to generate actionable insights that help you understand the e-commerce landscape of today and tomorrow.  

 

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!

Peak Season Forecast Part I: Black Friday, Cyber Monday and Singles’ Day shopper base to grow ~10% in 2021 – growth-driving newcomers are young, convenience-loving consumers

In this first part of AfterPay Insights’ general Peak Season forecast, we look at the expected size of Peak’s biggest sales events (St. Nicholas, Halloween, Singles’ Day, Black Friday and Cyber Monday) in the Netherlands, Germany, Norway and the United Kingdom. Which sales events are most successful in converting consumers to actually making a purchase? Which events attract most newcomers? And who are they?

Our end of September survey results collected among Dutch, German, Norwegian and British consumers indicates that the awareness of the Peak… Read more

Written by Insights Team.

Peak Season 2021 Preview: This is consumers’ status quo leading up to the biggest sales events of the year

Peak Season 2021 is rapidly approaching. All during Peak, AfterPay Insights is here to support you with in-depth insights into how consumers plan to shop. Our Peak Season series contains e-commerce forecasts for Halloween, Singles’ Day, Black Friday, Cyber Monday and Christmas as well as overall updates of e-commerce developments along the way. And we have now added British consumers to our research, meaning we are able to publish market specific prognoses for the Netherlands, Germany, Norway and the United Kingdom from here on out.

This blo… Read more

Written by Insights Team.

E-commerce in September: Purchase growth to further increase after early post-summer recovery, Fashion, Food and Travel/Transport take the lead


AfterPay Insights’ monthly forecast is back with this September outlook for e-commerce in the Netherlands, Germany and Norway. September marks the start of the post-summer period and Peak Season slowly comes into view. AfterPay Insight set out to map Dutch, German and Norwegian consumers’ shopping intentions during this period of transition. Do they intend to increase or decrease their online shopping in September? And which categories can we expect to grow or decline? Keep reading to find out.

Post-summer e-commerce growth picks up early … Read more

Written by Insights Team.

The State of Online Fashion Part III: What are the demands of Fashion Shoppers in 2021?

This article if part of a three-part series 'The State of Online Fashion in 2021'.

Fashion is the biggest product category in e-commerce. Its shoppers buy far more than in any other product category. And as a result, Fashion’s growth sets the pace of e-commerce and often holds up overall development. But it is, due to its selective nature, also highly vulnerable. And the impact of seasonality leaves Fashion all the more exposed. Add to that a global pandemic and the vulnerability of Fashion’s immensely impo… Read more

Written by Insights Team.

The State of Online Fashion Part II: Who is the online Fashion Shopper and what sets them apart?

This article is Part I of a three-part series 'The State of Online Fashion in 2021'. 

Fashion is the biggest product category in e-commerce. Its shoppers buy far more than in any other product category. And as a result, Fashion’s growth sets the pace of e-commerce and often holds up overall development. But it is, due to its selective nature, also highly vulnerable. And the impact of seasonality leaves Fashion all the more exposed. Add to that a global pandemic and the vulnerability of Fashion’s imm… Read more

Written by Insights Team.

The State of Online Fashion Part I: How has online Fashion developed and what drives its growth in 2021?

This article is Part I of a three-part series 'The State of Online Fashion in 2021'.

Fashion is the biggest product category in e-commerce. Its shoppers buy far more than in any other product category. And as a result, Fashion’s growth sets the pace of e-commerce and often holds up overall development. But it is, due to its selective nature, also highly vulnerable. And the impact of seasonality leaves Fashion all the more exposed. Add to that a global pandemic and the vulnerability of Fashion’s imme… Read more

Written by Insights Team.

August E-commerce Forecast: how much will Dutch, German and Norwegian consumers shop online and what do they intend to buy?

AfterPay Insights’ monthly forecasts are back with this August outlook for e-commerce in the Netherlands, Germany and Norway. Do Dutch, German and Norwegian consumers intend to increase or decrease their online shopping in August? And which categories can we expect to grow or decline?

Our results show that consumers in all three countries intend to buy overall at a similar level in August as they did in July. At the same time, consumers intend to decrease online purchases, shifting some of their purchases from online channels to brick-and-mor… Read more

Written by Insights Team.

Sustainability in e-commerce: environmentally concerned consumers switch brand more often, packaging is seen as the biggest issue

In (e)commerce, the ‘green trend’ is growing. Consumers are increasingly aware of environmental issues and the role of consumption and e-commerce within that space. And in a bid to successfully address increasing demands for sustainability from their consumers, online retailers have been pondering for some time now corporate social responsibility and eco-friendly approaches. But how environmentally minded are consumers really? And of shipping and packaging, two aspects that are known to have a direct impact on the environment, which do they find most importa… Read more

Written by Insights Team.

Consumers' share of online spend stays strong while online purchase volumes show sign of seasonal decline in June

In this week’s blog we publish the online purchase volumes for June, and we see that volumes decline. We saw a similar decline in online purchase volumes in June of 2020, although the period preceding June 2020 (a peak in online purchases, a result of the ‘first wave’ and subsequent lockdowns) looks slightly different than in 2021.

When we compare June 2020 to June 2021, we see that online purchase volumes are at the same level, except for Germany where June volumes are higher this year. But as noted, online volumes in the spring of 2020 were boosted signific… Read more

Written by Insights Team.

The future of e-commerce according to consumers: eco-friendly handling and delivery is key and delivers most personal value for consumers

In this week’s blog we examine consumers’ demands and expectations of the future of e-commerce. In our survey we asked consumers about their expectations of the likelihood of eight futuristic scenarios developing in the next five years. Both the level of expectation of a scenario coming true as well as the personal benefit that the respective scenario has for consumers are taken into account in the survey. 

The latest survey results indicate that consumers’ expectations of some scenarios actually taking place within the next five years are hi… Read more

Written by Insights Team.

Consumers are optimistic about when social distancing will end and 50% believe their purchase patterns will change

As rapidly as the world plunged into uncertainty as a result of the corona pandemic, now restrictions are being lifted with increasing speed in European societies. This the result of effective measures, successful vaccination programs and likely changing weather conditions. It finally seems like there is light at the end of the COVID-tunnel. But what really is consumers’ perspective on the further course of the global pandemic? How long do they estimate we will need to adhere to social distancing and mask-wearing measures? Both aspects undoubtedly affect the way con… Read more

Written by Insights Team.

June E-commerce Forecast: how much will Dutch, German and Norwegian consumers shop online and what do they intend to buy?

AfterPay Insights’ monthly forecasts are back with this June outlook for e-commerce in the Netherlands, Germany and Norway. Do Dutch, German and Norwegian consumers intend to increase or decrease their shopping in June? What does this mean for overall e-commerce growth in June? And which categories can we expect to grow or decline from both the online and offline perspectives?

Our results show that consumers intend to increase their overall purchases in June. On the other hand, we also see that the share of consumers who intend to increase online purchases re… Read more

Written by Insights Team.

Consumers increase online purchases in April and online loyalty stays high

In last week’s blog post we forecast how Dutch, German and Norwegian consumers will shop in May. But this week, we look back and focus on how consumers shop until May – so, in April. How much has e-commerce grown in April? What is the impact of key aspects like shopping frequency and loyalty on e-commerce development?

Back in the beginning of April, we looked back in this same mannerRead more

Written by Insights Team.

May E-commerce Forecast: how much will Dutch, German and Norwegian consumers shop online and what do they intend to buy?

AfterPay Insights’ monthly forecasts are back with this May outlook for e-commerce in the Netherlands, Germany and Norway. Do Dutch, German and Norwegian consumers intend to increase or decrease their shopping in May? What does this mean for e-commerce growth in May? And which categories can we expect to grow or decline from both the online and offline perspectives?

Our results show that consumers intend to increase their overall purchases in May. And compared to our earlier monthly projections, consumers’ intentions to do so are more positiv… Read more

Written by Insights Team.

~10% of consumers start buying online during the past year but they are much less satisfied and 1 in 3 have concerns about the online purchase process

Over the past six months we see that the share of online purchases (of the total of all purchases) increases. Loyalty to online channels is high, staying strong even though lockdown measures show signs of easing. Another key driver for the growth of e commerce in the past year is the inflow of consumers to online channels. In that perspective, how much terrain is there still to win for merchants? What are the key drivers and barriers for New Online Shoppers (consumers who have entered e-commerce in the past year) to shop online (more) in 2021? And do these differ fo… Read more

Written by Insights Team.