In order to determine the expectations of European consumers regarding online shopping and payment, PrestaShop, an open source platform for creating online stores, has partnered with survey institute OpinionWay. to conduct this study4,000 French, Italian, Spanish and Polish e-commerce buyers were surveyed. With these insights, the aim is to help brands understand how to meet the desires of Europeans in order to promote their business development.
European consumers are keen on online shopping
Online shopping is now firmly established in the habits of European consumers. A PrestaShop study revealed that they frequently turn to e-commerce websites to buy fashion or entertainment. To do this, buyers use, on average, approximately two types of devices. 80% of them prefer the computer. 52% prefer to go to the site using their smartphone, and 37% prefer to use mobile applications directly.
However, one question remains: Where do European consumers get their goods from online? In France, Italy and Spain, four out of five buyers do not hesitate to buy products on foreign e-commerce platforms. For their part, Poles prefer to use sites from their own country.
Several reasons have been cited by Europeans not buying on foreign trading platforms. 65% of them do not order due to uncertainties in delivery, such as delays and additional costs. This is especially the case for the Poles.
At the same time, 40% of Europeans say they are not sure about payment security. PrestaShop white paper It contains other valuable information about the obstacles to purchasing from foreign websites.
Mention the main switching levers
Therefore, European consumers attach great importance to online payment security. Even the criterion is the most important to them: 84% say it is a deciding factor when making a purchase. To secure their transactions, two-thirds of buyers use bank cards and PayPal. Italians are exceptions, because they use prepaid cards more often than bank cards.
When shopping online, Europeans play two more conditions: simplicity of payment, as mentioned by 64% of respondents, and speed, mentioned by 60% of buyers. Confidentiality also plays an important role. To discover the data for each of the four countries measured, simply download the PrestaShop study.
Speed and simplicity are distinguishing elements that can be real purchase levers, as is the reason for cart abandonment. Among Europeans who did not finally order their products, 42% indicated collection or delivery methods offered. 40% criticize the complexity of the payment verification process. The obligation to create an account is also a deterrent.
On the one hand, free deliveries, payment security, and the possibility of returning an item encourage buyers to complete the transaction.
Before making a purchase, European consumers are particularly concerned with payment security and the options offered by the brand. PrestaShop white paper It will allow you to know in more detail the uses and desires of these buyers in terms of shopping, in order to set up solutions, in particular payment, more effective in your online store.