Young European Ecommerce Attitudes Revealed

The Latest Insights from International Online Marketing

A study by DPD and InProcess has investigated the ecommerce attitudes of young people aged 18-25 in the UK, Germany, France, Spain and Poland. The research revealed differing attitudes in the 5 countries, with different economic climates and different levels of ecommerce market maturity being some of the underlying reasons for these differences. In the UK, ecommerce is a well-established shopping medium, and customers are comfortable making returns. Mobile commerce is popular in the country, and many outlets have their own mobile apps. Social media also forms an important part of the British online shopping experience, with Facebook being the most popular social platform. In Germany, there is a greater emphasis on finding the cheapest deal and getting value of money. Missing deliveries is a source of great frustration, meaning that low prices and good distribution channels should be key focuses for any company targeting the German market. In France, online shoppers want as little hassle as possible. They want online shops to provide the complete ecommerce experience, from logging in and ordering to delivery. In Spain, the economic situation means that spenders are very price sensitive. More young people are living with their parents, meaning that delivery is less of a problem as there are more people at home to receive packages. Spanish online shoppers want ecommerce sites to have good filtering options and make the product browsing process easier. And finally, in Poland, ecommerce is slowly becoming more accepted. Young Poles like parcels to be delivered to special lockers, and dislike the hassle of making returns. The cash-on-delivery payment option is extremely popular, so online shopping sites targeting the country should ensure this is one of the payment options. 

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