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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.

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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!

E-commerce growth takes off in October, as the ‘second wave’ and peak season sales further amplify growth

We have added new research data for the second half of October. Our research now contains responses from over 50.000 consumers in the Netherlands, Germany and Norway over a period of seven months. The long-term online purchase trend shows the same development patterns across all three countries, but with differences in magnitude, and it can be divided into four distinct phases.

The first phase in April/May sees a boom in e-commerce purchases. Our results show that this is driven by restrictions and a virus scare. During this period, e-commerc… Read more

Written by Insights Team.

Halloween marks the real start of the Holiday season, engaging youngsters and families with kids

In comparison to the other big sales weekends building up to Christmas, consumers’ awareness around Halloween as a sales event is not yet high enough to make it a serious contender. In Germany and the Netherlands, only 14% of consumers are aware of Halloween as a sales event and in Norway the corresponding figure is 36%. This can be compared to the hype around Black Friday, where consumer awareness is at 70% or above.

We see that consumers who intend to shop during the Halloween sale will focus on buying Hobby articles, Read more

Written by Insights Team.

More than half of German Fashion Shoppers plan to buy ‘everyday’ Fashion from regular brands during Peak Season 2020


An analysis of German Fashion Shoppers’ expectations of the upcoming peak season sales as well as their purchase intentions shows several relevant findings.

When it comes to purchase intentions, around 50% of German Fashion Shoppers state that they intend to purchase within Fashion during the upcoming peak season. Shopping frequency is an important factor in purchase intention: Heavy Fashion Shoppers (making two or more bi-weekly online Fashion purchases) intend to make more purchases than Light Fashion Shoppers (one bi-weekly online Fash… Read more

Written by Insights Team.

Dutch Fashion Shoppers focus on buying comfy looks and believe that Black Friday will offer the best deals before Christmas

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

Around 50% of Dutch Fashion Shoppers state that they intend to purchase within Fashion during the upcoming peak season. This share is generally higher among Heavy Fashion Shoppers (two or more bi-weekly online Fashion purchases), who stand for 10% of all Dutch consumers and make 64% of all Fashion purchases. Among Dutch consumers who traditionally don’t buy Fashion online, 27% claim they will … Read more

Written by Insights Team.

End of September data reveals dynamic e-commerce growth following a summer slow-down

New consumer data for the second half of September has been added to our research. This means our research now contains responses from almost 45.000 consumers in the Netherlands, Germany and Norway over a period of 7 months. From a high-level perspective, long-term online purchase trends show the same development patterns across all three countries. After online purchases bottomed out during the summer vacation period, we now see a dramatic growth in online purchases from the second half of August. However, the trends do show differences in magnitude between countri… Read more

Written by Insights Team.

Peak Season 2020 Forecast: 40-50% of consumers say they will make a purchase and Black Friday is still the King of sale

This blog post is also available to read in German. 

AfterPay Insights researches consumers’ attitudes of the coming e-commerce peak season. Today we share our September conclusions, which are based on interviews with almost 6.000 consumers in the Netherlands, Germany and Norway. Key findings:

E-commerce growth swings back in the first half of September, but growth is expected to reduce as consumers say they will buy less online next month

We have added new research data for the first half of September. Our research now contains responses from more than 40.000 consumers in The Netherlands, Germany and Norway over a period of almost six months. Overall, the long-term online purchase development trend shows three distinct phases that are very similar across all three countries.

In the first development phase, in mid-March, we see a boom in e-commerce purchases that peaks towards the first half of May. Consumers being locked down at home, in combination with reduced access to res… Read more

Written by Insights Team.

September outlook for Norwegian e-commerce is positive as consumers project a shift to online, while strong long-term performance continues

Norwegian consumers are most positive towards increasing purchases in online Fashion in September. This could significantly impact overall September online purchase volumes. Norwegian consumers also project to shift more purchases from brick-and-mortar stores to online channels in September.

Our second half of August research – now covering more than 12.800 interviews with Norwegian online shoppers – reveals that Norwegian consumers made more online purchases at the end of August compared to the temporary low at the beginning of the same month – of which we s… Read more

Written by Insights Team.

German e-commerce will return to growth in September, after predicted August decline, driven by Fashion and consumers’ continued shift to online

German consumers are most positive towards increasing purchases in online Fashion in September. This could significantly impact overall September online purchase volumes. In addition, German consumers’ projections for September are to shift more purchases from brick-and-mortar stores to online.

At the same time, our second half of August research – now covering more than 12.400 interviews with German online shoppers – reveals that German consumers made less online purchases in August. The total number of e-commerce purchases made by consumers is at the same l… Read more

Written by Insights Team.

September outlook: Dutch e-commerce awakens from summer-mode and consumers say they will purchase more online, especially in Fashion

Dutch consumers’ projections for September are to shift more purchases from brick-and-mortar stores to online. Consumers are most positive towards increasing purchases in online Fashion. As this is the largest online category, this could significantly impact overall September online purchase volumes.

Our second half of August research – now covering more than 12.600 interviews with Dutch online shoppers – also reveals that Dutch consumers made less online purchases in August, dampening total e-commerce growth during the summer to +15% since the Corona outbrea… Read more

Written by Insights Team.

First half of August data reveals overall decline in online purchases during the height of summer

We have added new research data for the first half of August. Our research now contains responses from more than 34.000 consumers in The Netherlands, Germany and Norway over a period of over four months.

Overall, the long-term online purchase development trend shows some distinct phases that are very similar across all three countries. After an initial boom in online purchases during March/April, growth across all three countries reached a plateau in May. Following this we see repetitive cycles where purchases decline at the start of each month and increase at t… Read more

Written by Insights Team.

E-commerce in June and July reveals decline and recovery cycle patterns

We have added new research data for the end of July. Our research now contains responses from more than 31.600 consumers in The Netherlands, Germany and Norway over a period of over four months.

Overall, the long-term e-commerce development trends show some distinct phases that are very similar across all three countries. After an initial boom in online purchases during March/April, growth across all three countries reached a plateau in May.

Following this we then see two consecutive cycles of decline and recovery patterns. The first takes place in J… Read more

Written by Insights Team.

Norwegian consumers are hesitant to increase online purchases in August as they prioritise saving over spending

Our latest research – now covering more than 9.500 interviews with Norwegian online shoppers - indicates that Norwegian e-commerce has decreased in the first half of July. Our survey results also show that Norwegian consumers will reduce their overall purchases in August (i.e. both online and offline purchases), and the share of online purchases will likely remain at the same level. This is a notable difference compared to The Netherlands and Germany, where consumers indicated that they will shift more purchases to online channels in August. Worth noting is that Aug… Read more

Written by Insights Team.

German e-commerce is driven by deal-seeking consumers shifting purchases to online, but slows down in August while overall purchases decline

Our first half of July research – now covering more than 9.300 interviews with German online shoppers - indicates that German consumers made fewer overall purchases (i.e. in both online and offline purchases) in July. It is worth noting that July is a summer month, which may impact consumers’ purchase intent. And looking forward, German consumers say that they will reduce their overall purchases in August. However, German consumers also say that they will continue to shift purchases to online channels in August: 14% say they will shift purchases to online channels, … Read more

Written by Insights Team.

Dutch ‘Heavy Shoppers’ slow down purchases and consumers actively save money while shifting purchases to online

Our first half of July research – now covering more than 9.600 interviews with Dutch online shoppers - indicates that Dutch consumers made less overall purchases (i.e. in both online and offline purchases) in July. It is worth noting that July is a summer month, which may impact consumers’ purchase intent. And looking forward, Dutch consumers say that they will reduce their overall purchases in August. However, Dutch consumers also say that they will continue to shift purchases to online channels in August: 16% say they will shift purchases to online channels, and 1… Read more

Written by Insights Team.