2023年全球網(wǎng)購消費者調(diào)查報告

The?rsteverDHLecommerceGlobalonlineshoppersurveyisloadedwithunmissableinformationabouthowshoppersacrosstheworldbuyonline.Forane-commercebusinesslookingtogrowinnewmarkets’thesearetheinsightsthatputsuccessinyourgrasp.shopperssurveyedin23countriesacrosstheglobeincludingArgentina’Australia’Brazil’canada’china’India’Malaysia’Morocco’Nigeria’southAfrica’Thailand’UAEandUsA.plus’thereareinsightsfrom10EuropeancountriesavailableinourEuropeanonlineshoppersurvey2023whichyoucanreadhere.■coversallsixmajorglobalmarkets:Europe’NorthAmerica’LatinAmerica(LATAM)’theMiddleEastandNorthAfrica(MENA)’sub-saharanAfrica(ssA)’andAsiapaci?candchina(ApAc).■over11’500activeonlineshopperssurveyed.■Broadspectrumofsurveytopicscoveredincluding:whereandwhyshoppersbuycross-border’whattheybuyandhowoften’attitudestodeliveryandreturns’whysustainabilitymatters-andmuchmore.IncludesexperttipsfromDHLecommercespecialiststohelpyoubreakintonewmarkets.TheGlobalonlineshoppersurvey2023isthe?rstofitskind’followingthesuccessofDHLecommerce,sEuropeanonlineshoppersurveylaunchedin2022andupdatedthisyear.Thisisthemust-seereportfromtheworld,sNo.1e-commercelogisticssupplier’andforbothstart-upandestablishedbusinesses’it,showyourcustomersthinkaboutshoppingonline…DHLecommerce:GlobalonlineshoppersurveDHLecommerce:Globalonlineshoppersurvey20232ITNLThecountriesselectedfortheGlobalonlineshoppersurvey2023areallimportantplayersinthegrowthofe-commerceworldwide.Thesearesomeofthemostmatureorrapidlyadvancingonlineshoppingeconomiese-tailersshouldhaveintheirsights…RegionCountry“oursurveysaid...”AU52%neverusesocialmediatoshopTHMostregularonlineITNLThecountriesselectedfortheGlobalonlineshoppersurvey2023areallimportantplayersinthegrowthofe-commerceworldwide.Thesearesomeofthemostmatureorrapidlyadvancingonlineshoppingeconomiese-tailersshouldhaveintheirsights…RegionCountry“oursurveysaid...”AU52%neverusesocialmediatoshopTHMostregularonlinebrowsersintheworldNo.1countryonlineshoppersbuyfromCN62%wouldbuymorecross-borderifpriceswerepresentedinRupeesIN57%useTikToktobuyonlineMostlikelyinEuropetoredirectdeliveriesATLeastlikelyinEuropetoredirectdeliveries!CZHappiestinEuropetoprinttheirownreturnslabelsFRDEGrowingpreferenceforbuynow,paylaterEuropeMorethan1in4shopperssaysustainabledeliveriesareveryimportantMostlikelytobuysports,leisureandhobbyitemsonlinePL22%stillprefertopaycashondeliveryEsHighlylikelytochooseonlineretailerbasedondeliveryoptionssELeastlikelytobesatis?edwithdeliveryoftheirpurchasesLeastlikelyinEuropetochooseparcellockerdeliveryUKARover-indexforspendingbetween$50-E250permonth38%ofshoppersbuyproductsfromFranceUE12%shoponlineeverydayCA83%ofshopperswantgoodsdeliveredtotheirhomeUs89%shopatAmazon NGHappiestgloballytopayfordeliveryZA52%wanttoknowwhowilldelivertheirgoodsbeforepurchasingDHLeCommerce:Globalonlineshoppersurvey20233Theonlineshoppingworldischanging…DHLecommerce:Globalonlineshoppersurvey2023andwhatmakeseachThesearesomeofthethingsourglobalshoppersin23countriestoldus,andwhatmakeseachg“Iprefertohavemygoods“Douyinisgreatforbuyinggoodsonline”“Goodpackagingisimportanttome”hoppersin23countries23countriesn23countries“I,mabookworm,soIstillbuybooksonline!”tandout…“I,llbeshoppingcross-bordermoreinthenextyear”“I,mconcernedaboutonlinefraud”“IwantpaymentoptionsIcantrust”tounderstandnationalpreferencesifyouwanttobuildasuccessfule-commercebusinessthat“I,dliketoseesimplerbrowsingoptions”shipsgoodsacrosstheglobe.“Iwanttotrackmycross-borderbuys”“Iregularlyuseanonlinesubscriptionservice”deliveredtoalocker”“Iwantmypurchasesdeliveredquickly”andwhatmakeseachThesearesomeofthethingsourglobalshoppersin23countriestoldus,andwhatmakeseachg“Iprefertohavemygoods“Douyinisgreatforbuyinggoodsonline”“Goodpackagingisimportanttome”hoppersin23countries23countriesn23countries“I,mabookworm,soIstillbuybooksonline!”tandout…“I,llbeshoppingcross-bordermoreinthenextyear”“I,mconcernedaboutonlinefraud”“IwantpaymentoptionsIcantrust”tounderstandnationalpreferencesifyouwanttobuildasuccessfule-commercebusinessthat“I,dliketoseesimplerbrowsingoptions”shipsgoodsacrosstheglobe.“Iwanttotrackmycross-borderbuys”“Iregularlyuseanonlinesubscriptionservice”deliveredtoalocker”“Iwantmypurchasesdeliveredquickly”“Ialways“Ialwaysshoponmysmartphone”Everymarketisuniqueanddiferent.It,svitalDHLecommerce:Globalonlineshoppersurvey20235often,thesearedrivenbyeconomic,geographicandculturalfactorssuchastheuseofwechatinchinaandAmazonintheUsA.Herearesomeofthemainhighlightsbyregion…DHLecommerce:Globalonlineshoppersurvey20236SSASHOPPERSWANTFASTERSHlPPlNGwhentheydoshopabroad,sub-saharanshopperslookforbetterqualitygoodsthantheycangetathome-andtheywanttheirbuystoreachthemfaster.Theyareleastlikelytoexpectfreereturns.Theyaremorelikelytousetheirsmartphonetobuywhichiswhywebsitesecurityishighontheirwishlist,andtheyrelyheavilyonproductreviewsbeforemakingapurchase.CHECKONLlNEREvlEWSBEFOREBUYCHECKONLlNEREvlEWSBEFOREBUYSATlSFlEDWlTHTHElRCROSS-BORDERSATlSFlEDWlTHTHElRCROSS-BORDEROFSSASHOPPERSWANTFASTERDELlvERYDHLecommerce:Globalonlineshoppersurvey202378l%8l%DHLecommerce:Globalonlineshoppersurvey20238Europeanswantvalueformoneywhentheyshop-especiallycross-borderwhichiswhytheytrustAmazonastheirprimarymarketplaceand57%expectnext-daydelivery.EveryEuropeannationhasdiferentideaswhenitcomestodelivery.Forinstance’72%ofspaniardswantdeliverychargesrolledintopricingandpoles(64%)wantthemseparatedout.Thekeyistoiextomeetindividualpreferences.ReadReadthein-depth2023EuropUSEAMAZONASDHLecommerce:Globalonlineshoppersurvey20231045%ofNorthAmericanspurchasecross-border.Although’lowerthantheglobalaverage’thispointstoagrowingappetiteforinternationalproducts.Andwith9outof10AmericansusingAmazon’thisisavitalwayfore-commercebusinessestoreachtheUsmarket.NorthAmericansalsohavehighexpectationsofcross-borderdeliveryservices—animportantpointtorememberwhensellingtocanadaandthestates.SAYTHEYSAYTHEYARESATlSFlEDwlTHCROSS-BORDERDELlvERlESBUYOUTSlDEDHLecommerce:Globalonlineshoppersurvey202311LatinAmericanshoppersarebigonsustainability-theyarethemostlikelytosayenvironmentallyfriendlydeliveryisimportant.Theyalsotrusttheirfellowshopperstohelpthemmaketherightchoices-nearlyallrelyonpeerreviewsbeforebuying.LatinAmericansinsistonhomedeliveryandseereal-timeshipmenttrackingasvital.Highdeliverycostsandexcessivecustomschargesareabigturn-of.Andmorethan1in4returnedtheirlastpurchasebecauseitwasdamaged.FORCROSS-BORDERDELlvERlESDHLecommerce:Globalonlineshoppersurvey202312what,sdrivingglobalshoppersandwhatwouldencouragethemtobuymoreDeliveryandreturnssustainablee-commerceoptionsonlineshoppinglandscapeconclusionsDHLecommerce:Globalonlineshoppersurvey202313AMERlcA50%39% APAc AMERlcA67%67%67%57%AMERlcA50%39% APAc AMERlcA67%67%67%57%Fore-commercebusinesseswithaninternationaloutlook,thegoodnewscustomersinMENAarethemostAndinEurope,shoppersinPoland,Austriaandswedenaremorelikelytobuycross-borderthanshoppersinotherEuropeancountries.Themostfrequentcross-bordershoppersareinAPAccountrieswith20%ofchineseothercountries-presenopportunityforentrepreneuriale-tailers.61%50%31%41%55%41%61%97%53%66%40%48%63%63%58%58%56%35%53%35%53% DHLecommerce:Globalonlineshoppersurvey202314CHlNA(46%)CHlNA(35%)CHlNA(82%)CHlNA(57%)CHlNA(28%)KlNGDOM(28%)CHlNA(67%)(38%)CHlNA(65%)KlNGDOM(27%)CHlNA(64%)CHlNA(68%)CHlNA(43%)CHlNA(46%)CHlNA(35%)CHlNA(82%)CHlNA(57%)CHlNA(28%)KlNGDOM(28%)CHlNA(67%)(38%)CHlNA(65%)KlNGDOM(27%)CHlNA(64%)CHlNA(68%)CHlNA(43%)There,saclearglobalpatterntohowcustomersshop-reiectingthestrengthofglobalmegaeconomies.48%SAYTHEYBUYGOODSFROMCHINA,AND37%FROMTHEUS.THESEARE,BYFAR,THEMAJORBENEFlClARlESOFCROSS-BORDERSHOpplNGFormoreinformationonwhereEuropeanshoppersbuywhentheybuycross–border’readthein–depth2023Europeanonlineshoppersurvey.Respondentswereoferedmultiplechoiceselectionforthisquestion.Thetopthreechoicesarelistedforeachnation.CHlNA(46%)SPAlN(21%)DHLecommerce:Globalonlineshoppersurvey202315Nearly1in3respondentssaidtheyboughtproductscross-borderbecausethey,dhadagoodexperiencebefore-demonstratingthepowerofgoodservicetopromoterepeatbusiness.AndasurprisinglyNearly1in3respondentssaidtheyboughtproductscross-borderbecausethey,dhadagoodexperiencebefore-demonstratingthepowerofgoodservicetopromoterepeatbusiness.Andasurprisinglyhighnumberofshopperssaidtheyboughtcross-borderbecausedeliverywasfasterandlessexpensivethantheyexpected!30%IT133%38%18%6%14%30%32%DE32%43%17%9%16%37%31%FR128%50%12%12%19%20%29%CZ32%56%23%8%22%31%36%AT二31%45%16%21%13%29%36%TH39%44%43%23%27%30%38%MY47%52%44%25%25%38%48%IN39%30%65%27%19%39%39%CN43%21%50%14%10%31%47%AU45%43%18%5%17%26%38%Theproductorbrandisn,tavailableinmycountrywiderchoiceofproductsPreviousgoodexperienceBetter-qualityproductsLowdeliverycostsDeliveryisfasterLowerprice38%There,sawiderchoiceofproductsNL二34%57%13%9%15%26%PL32%52%25%9%24%18%40%35%Theproductorbrandisn,tavailableinmycountryES32%55%22%10%23%25%26%SE35%54%13%10%18%26%35%32%Icangetbetter32%I,vehadapreviousgoodexpUK30%45%24%12%17%24%29%AR41%43%37%9%20%30%47%BR30%63%32%16%34%40%55%21%Thedeliverycostsarelow32%56%48%15%24%50%34%AE36%39%48%25%26%40%39%CA42%45%18%12%22%28%41%US29%43%28%24%22%39%33%NG37%42%67%23%24%43%48%ZA37%42%44%18%19%39%45%OFCROSS-BORDERSHOPPERSlNSSAANDWHYTHEYBUYFROMOTHERNATlONSRespondentswereoferedmultiplechoiceselectionsforthisquestion.DHLeCommerce:GlobalonlinDHLeCommerce:GlobalonlineShopperSurvey202316ookeverydayookeverydayonaverage,30%ofglobofshopperstendtobrowseonlinetwoorthreetimesaweekofLatinAmericansandsub-saharanAfricansbrowsemorethanonceadayofAsianPaci?cshoppersbrowsemorethanonceadayEuropeansbrowseleast,onlyll4%Themostproli?conlineshoppersarethoseinThailandandtheUAE—12%saidtheyactuallyboughtsomethingonlinecross-borderatleastonceaday!worthconsideringifyou,relookingfornewmarkets.Ifyou,reconsideringexpandingintothesemarkets,headtopage56toreachouttooneofourinternationaldeliveryspecialistsinyourcountry.MorethanonceadayAU2%4%12%24%39%20%CN10%10%49%21%8%2%IN7%5%27%29%26%5%MY5%5%28%27%27%8%TH12%11%30%21%22%5%AT二5%9%18%25%38%5%CZ3%5%13%31%34%14%FR5%5%17%22%32%18%DE3%6%16%27%34%13%IT1I4%5%20%23%37%11%NL二4%5%15%29%32%15%PL2%5%23%34%28%9%Es5%5%17%28%33%12%sE3%5%17%26%33%15%UK3%6%16%27%33%15%AR3%4%20%29%34%10%BR5%5%20%26%30%14%5%6%28%22%30%9%AE12%13%31%21%17%5%CA4%6%17%25%33%15%Us6%10%23%26%25%10%NG7%7%30%20%27%9%ZA3%2%16%24%40%14%DHLeCommerce:Globalonlineshoppersurvey202317Lessthanonceamonthonceaweekonceamonth2-3timesaweekonceaday%%oferedpreferredpaymentoptionsabletochoosedeliveryprovidersitesthatuser-friendly?ndingtheproductIwantUnabletoaskforadvicedeliverycostsprocess returnsdelivery timessE77%77%%%%%%OFGLOBALSHOPPERSOFGLOBALSHOPPERSTlMESASNO.lREASONCROSS-BORDERCHARGESISACLOSESECONDATBeingupfrontonBeingupfrontonyoursiteaboutthesecuritymeasuresinplaceisasure?rewaytosecuremoresalesandmakeyourbuyersfeelsafe.Ifyoushowyourcross-borderdeliveryleadtimes’customschargesthatmightbeapplicablebythebuyerandhaveaclearreturnspolicyyoucantakeabrowserintoabuyer.SUB-SAHARANAFRICANSandthey,realsomostputofbyslowdeliveriesat63%57%aredeterredbycustomschargesDHLecommerce:Globalonlineshoppersurvey202319IprefertosupporttheeconomycountryIprefertosupporttheeconomycountryUnsurediferentconsumerprotectionlawseverythingIneedinmyowncountryLackofsimple‘trackandtrace’protectionandsecurityUnfamiliardeliveryprovidercomplexreturnsprocessLimitedpaymentoptionsLongerdeliverytimeFearoffraudcustomschargesFearoffraudcustomschargesReturnscostsLanguagebarriercAClearguidanceoncustomsanddutieschargeswebsiteinnativelanguageTransparentconsumerrightswell-packagedSimple,freereturnsCarbonof-settingPricesinowncurrencyll%lll4l3ll%lll4l33l%ConsudhomewngmobiIepsdopeopIebuywhentheyAU62%11%19%11%20%19%13%18%8%6%CN47%33%38%17%27%40%22%10%7%8%CN47%33%38%17%27%40%22%10%7%8%IN76%31%41%18%27%39%25%22%6%17%shoppinghabitsvary.MY71%18%35%19%19%30%13%14%4%23%49%ofMY71%18%35%19%19%30%13%14%4%23%THTH68%24%35%17%21%26%21%7%4%15%AT二60%10%23%12%29%19%14%13%6%8%electronicsonline’butCZCZ59%7%30%18%26%16%10%6%5%8%FR1I64%10%29%15%22%17%9%9%7%6%atonly17%.Ifyouhaveaclothinge-store’theDE58%19%17%17%25%14%8%DE58%19%17%17%25%14%8%10%2%4%IT59%14%27%16%23%18%13%12%5%4%hasyourmostNL二NL二55%14%19%11%32%21%11%9%3%7%PL62%6%33%14%25%28%9%12%10%12%ES57%9%38%15%22%16%6%9%4%12%SE64%18%18%12%25%16%11%10%5%3%UK61%25%21%13%25%18%13%9%7%6%AR65%6%43%13%26%18%5%12%5%11%BR66%6%43%11%28%33%10%10%3%10%71%11%34%17%22%21%17%13%3%17%AEE62%30%33%28%25%35%26%17%7%7%CA59%14%23%14%21%21%10%15%9%8%US55%28%29%20%26%29%17%15%6%6%NG67%13%49%6%18%25%22%21%5%24%ZA78%10%31%14%20%19%10%14%3%12%DHLeCommerce:GlobalonlineShopperSurvey202323RespondentsDHLeCommerce:GlobalonlineShopperSurvey202323DHLecommerce:Globalonlineshoppersurvey2023DHLecommerce:Globalonlineshoppersurvey202324Everyyear,thenumberofcross-bordershoppingconvertsgrows-drivenprimarilybyclothingandfootwear.Andkeepawatchonbeautyandlifestyleproductsasthesemarketscontinuetoaccelerateonsubscription(seepage49).Halfofallshopperswanttoseepricingintheirowncurrency.Thisisnotonlyaboutconvenience-it,salsoahedgeagainstfraud-amajorconcernfor1in2shoppers.And4in10ofyourglobalcustomerswantclear,detailedproductdescriptionsintheirownlanguage.obviously,translatingforeverynationisachallenge.ButaroundhalfoftheworldhaveEnglish,Mandarinchinese,Hindiandspanishasa?rstorsecondlanguage.withconcernsaroundonlinefraudandscammingsites,it,snotsurprisingthatsecureonlinepaymentoptionsarevitaltomakingsales.creditanddebitcardpaymentsarestilltheNo.1choicearoundtheworldbuttheabilitytouseadigitalwalletthat,sfamiliarintheirownregionisthekeytosecuringmoreinternationalcustomers(seepage51formoredetails).cEo-DHLecommerceconclusionsDHLecommerce:Globalonlineshoppersurvey2whethercross-borderordomestic,onlineshoppersaregenerallysatis?edwiththedeliveryservicesthey’reofered.diferencesin‘shopperexpectations’mayplayaparthere.whethercross-borderordomestic,onlineshoppersaregenerallysatis?edwiththedeliveryservicesthey’reofered.diferencesin‘shopperexpectations’mayplayaparthere. satis?edwithNetsatisfactionNetsatisfactionwithcross-borderdelivery(quiteandverysatis?ed)AU84%81%CN88%87%IN97%95%MYTH92%91%AT84%81%CZ84%81%FR86%84%DE85%81%IT89%88%NL86%81%PL89%87%88%SE82%83%UK90%86%AR94%92%BR92%88%87%81%AE83%84%CA86%81%US83%85%NG95%91%ZA94%90%Netsatisfactionwithdomesticdelivery(quiteandverysatis?ed)88%86%90%ESDHLeCommerce:GlobalonlineShopperSurvey202326extrafordelivery.overallofshopperswantdeliverychargesrolledintothecostoftheirgoods.ButinregionslikeLatinAmericaandSSA,peoplegenerallywanttoseedeliveryoptionsatcheckout.ofshopperssometimesbuyfromsitesnotoferingfreedelivery.53%55%47%45%UKARweallknowthatthereisnosuchthingas‘freedelivery’.Transportinggoodsisacostofdoinge-commerce,andneedstobepaidfor.It’showthosedeliverycostsarepresentedtothecustomerthatmatters.prefertoprefertoseedeliveryoptionsatcheckoutAU55%45%CN72%28%IN60%40%MYTH70%30%AT二61%39%CZ53%47%FR60%40%DE57%43%IT160%40%NL二63%