Tracking consumer behavior in e-commerce

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

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

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

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

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

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

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

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

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.

Tags:

• Findings week 8
• Germany
• Norway
• The Netherlands

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

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

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