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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!

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.

Short-term online purchase development driven by Offline Loyal Shoppers’ occasional online purchases; sustainable e-commerce growth driven by continuously increasing loyalty

While the number e-commerce purchases fluctuates dramatically over the past six months, consumers’ overall share of spend online (reflecting the loyalty to the online channel) steadily develops and even increases during the same time period. But how are these two metrics – shopping frequency and loyalty, i.e. spend - related? How do both metrics, and their relationship develop over time? Are Heavy Online Shoppers (5+ bi-weekly online purchases) also Online Loyal Shoppers (75%-100% of monthly spend is online)? What are the key barriers for Offline Loyal Shoppers (0-2… Read more

Written by Insights Team.

3 in 4 consumers shop online, number of purchases drops while online share of spend remains virtually unchanged: consumers stay loyal to online in March 2021

In this newest AfterPay Insights blog, we look at the inflow into e-commerce in March. Do Dutch, German and Norwegian consumers continue to shift their purchases from brick-and-mortar stores to online channels? What does the development look like for Light, Medium and Heavy Shoppers? We answer these questions using two key metrics: the number of online purchases and the online share of consumers’ total spend. While the purchase volume metric is relatively volatile and sensitive to seasonal changes, the online share of total spend metric is more stable and reflects c… Read more

Written by Insights Team.

April E-Commerce Forecast: total purchases keep momentum and ‘Online Loyal Shoppers’ continue further shift to e-commerce in April

AfterPay Insights’ monthly forecasts are back with this April outlook for e-commerce in the Netherlands, Germany and Norway. The latest survey results indicate that German consumers intend to increase their overall purchases, while Norwegian and Dutch consumers state they will continue to buy at the same level in April (compared to March). But how will they distribute their purchases with regards to online vs. offline channels?

In our previous forecasts we looked at consumers’ shopping intentions from the perspective of Light, Medium and Heavy Shoppers, i.e. … Read more

Written by Insights Team.

Dutch, German and Norwegian online shopper base grows to ~80% and stays intact while online purchases stabilize; longer-term loyalty to online channels continues to grow in 2021

At AfterPay Insights, we have monitored the development of consumers online shopping behavior and the subsequent development of the e-commerce landscape from a consumer perspective for the past year. As of February 2021, we have conducted more than 78.000 interviews with consumers in the Netherlands, Germany and Norway.
In this analysis we focus on the inflow of new consumers to online channels, how this trend has developed over 2020 and into 2021, as well as the correlation to the overall growth of e-commerce.

Based on our long-term data set,… Read more

Written by Insights Team.

E-commerce growth stabilizes in February; Fashion takes the top place as Fashion Shoppers’ satisfaction with delivery time improves

In one of our earlier blog posts about the ‘Top 6 most important developments in e-commerce in 2020’ we list what the most important developments from a consumer behavior perspective were in 2020. But how did consumers shop in specific product categories? And particularly in Fashion, the biggest online product category of all? How satisfied are consumers with merchants’ performance and how did that develop over time? And more importantly, what is the curr… Read more

Written by Insights Team.

Attachment to ‘offline experience’ holds Light Online Shoppers back from increasing online purchases in March; seamless experience key for merchants’ online growth

In our last blog about a March forecast for both offline and online purchases, we identify a correlation between consumers’ current online purchase frequency and their intentions to buy less/more online in March. Heavy Online Shoppers (5+ bi-weekly online purchases) are most positive towards increasing online purchases in March, as one may expect. But Light Online Shoppers (1 bi-weekly online purchase) are more hesitant to shop online in March.… Read more

Written by Insights Team.

March E-Commerce Outlook: how will Dutch, German and Norwegian consumers shop?

AfterPay Insights’ monthly forecasts are back with this March outlook for e-commerce in the Netherlands, Germany and Norway. Do Dutch, German and Norwegian consumers intend to shop online more or less in the coming month? Do Light, Medium and Heavy Online Shoppers differ in their purchase intentions? Our results indicate that differences between these segments – and countries – exist. In light of changing restrictions, which channels do shoppers intend to make most of their purchases through – brick-and-mortar or online?

In this anal… Read more

Written by Insights Team.

Online purchases fall back in January but consumers continue to shift more spend to online


We have now added new research data covering the month of January to our research, meaning our data now comprise more than 72.000 interviews with consumers in the Netherlands, Germany and Norway spanning almost one year. 

With 2020 in the rearview mirror, we see an initial peak in the number of online purchases in April/May (during the ‘first wave’). Online purchases at this point are up +50% in the Netherlands, +37% in Germany and +30% in Norway. In August, during the summer holiday period, purchases bottom out in all three countries. After that we see a… Read more

Written by Insights Team.

Top 6 ways consumer behavior impacted e-commerce in 2020

2020 was an unprecedented year for e-commerce. Growth went through the roof as consumers - often out of sheer necessity - turned to online channels more than ever before to make purchases. A lot happened online, and we tracked developments along the way. From a consumer behavior perspective, what are the biggest developments in e-commerce in 2020? How does that compare to consumers’ e-commerce behavior in 2019? What is the difference between ‘existing online shoppers’ – (consumers who already purchases online when 2020 started) - and ‘new online shopper… Read more

Written by Insights Team.

This is why Dutch, German and Norwegian consumers bought more or less Christmas gifts in 2020

Christmas gifts purchases are one of the biggest drivers of peak season shopping, making them an essential part of consumer purchases in December. But what is the impact of the global pandemic on consumers' Christmas gift shopping in 2020? Did consumers buy more or less Christmas gifts than in 2019? Why did they buy less? And why more? If consumers did get more Christmas gifts, was this a way to compensate for these unusual times? How did 'self-gifting', the concept of getting gifts for yourself, develop compared to 2019? 

In our latest analysis, we find out … Read more

Written by Insights Team.