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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!

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.

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.