Once you’ve successfully lead a customer through the customer journey to the shopping cart, things can’t go fast enough. The customer is at the checkout, so nothing can go wrong right? Wrong! There is no other explanation for purchase break-off rates of up to 68.06 percent. Apart from page loading times, trust in the shop, the selection of payment systems and shipping rates all play a role here.
Statistics, Data, Facts
Studies are often pages-long and weighed down with numbers. We extract all the important data from studies or infographics and prepare it for our visitors. This always provides Handelskraft readers with all the relevant statistics, data, and facts at a glance. Apart from this, we also interpret the data and facts, identifying new trends or developments within the e-commerce scene.
Shopping habits change…all the time. An ECC survey, in cooperation with software manufacturer Hybris, has now confirmed it. The classic “I only go into brick-and-mortar stores” shopper is almost extinct. To react to the wishes and new habits of customers, online traders offline, and offline traders online, have to understand – well, cross-channel.
Selective shoppers are on the rise
“Cross-channel in flux – the information seeking and shopping behavour of the consumer Vol. 7” is a approximate translation of the title of the ECC Cologne survey. In fact, the statistics it provides attest to a change in customers’ contact point with the products of traders. The selective shopper, who buys online and offline, reigns with 61 percent in DACH countries. In contrast, only 31 percent shop purely online and only 8 percent are traditional store shoppers.
Twice a year, the association for online research (Arbeitsgemeinschaft Online Forschung – AGOF) collects their “internet facts.” If you take a close look at these, you can find some statistics which just don’t fit into the generally negativity surrounding German internet promotional projects like “Neuland” and “Industrie 4.0” etc.
Admittedly, some things won’t change in the next few years: women still use the internet much less than men. The gab widens in the older age groups – 56.1 percent vs. 43.9 percent with those over 60. Germans still mainly go online to use search engines (86.7 percent) and to read emails (86.4 percent).
But who would have thought that shopping is in third place in the list of the most popular online activities! 73 percent of all internet users over the age of 14 said that they order online. 57.8 percent use online banking.
E-marketers estimate that 81.8 percent of German internet users will order products and services via the internet. That equates to 47.1 million people. Only the UK tops this ratio of online shoppers to residents.
This makes e-commerce more normal in Germany than in any other European country (except the island) and a third of it happens via mobile!
Federal statistics show that the number of people using the internet for private shopping or orders has grown by 30 percent since 2008. Thanks to higher employment rates, increasing wages, low inflation, low interest rates and a relatively low savings levels, the conditions for trade are currently excellent.
A survey among 1,200 companies by the Germany trade association, the Handelsverband Deutschland (HDE) shows a correspondingly positive atmosphere: a good third expect turnover growth, and with multichannel companies it is even three quarters. Growth drivers are still the large orderers: people who order something online at least ten times per year. That makes approximately 14.5 million Germans.
According to this, e-commerce growth should level-off at 10 percent by 2018. It currently lies at 19.3 percent globally. This prognosis includes both wares and services in B2C.
However, the end of the growth is foreseeable. The three to five years an even stronger concentration and consolidation processes will come. E-Commerce is maturing and despite current growth, has long been in the first great professionalisation phase, especially in better developed markets, such as Great Britain, Germany, and France. This can also be seen in internet use. Here in Germany this is declining slightly according to an online study by ARD/ZDF this year.
Our gut feeling has been telling us this for ages, now a test from Stella Service has proven it: click and collect doesn’t really save time when shopping. The channel hopping customer is just 96 seconds faster than the normal shopper. Although that is only an average; depending on the (more or less expert) implementation of the service, it can happened that a customer searching for the right counter may spend even longer a shop.
Google contracted the TNS Intratest with determining the behavior of users in the internet. More than 150,000 internet users where surveyed to this end. The study was published under the name “The consumers Barometer Survey 2014.” Topics covered included: mobile surfing behavior, how often videos were watched online or how users use multi-screens. But it is the data on the topic “The Smart Surfer” which is especially interesting.
Coupon marketing generates new customers and activates existing ones. The deals.com Coupon Study 2014 shows how well-liked vouchers and coupons are among online shoppers. 50 percent of those surveyed have used a coupon two to five times so far this year.
The lucrative online couponing market
The deals.com Coupon Study 2014 delivers interesting figures on coupon users in 2013 and 2014. 47 percent of those surveyed say that they would shop in a new shop because of a coupon. 14 percent of those surveyed even shop in a shop only if they find or receive the right coupon beforehand. Coupons with a minimum order value seem to be especially fruitful: 46 percent of customers have spent more in order to reach a minimum order value of a coupon. Every fifth person says they spend more than planned, as they assumed that they then save (even)more money.
Who’d have thought? According to a study from bevh, trust still plays a central role in the selection of a webshop. Additionally, customers want to know when their package will arrive. If the order also reaches the customer on the delivery date provided, they are more than satisfied. Apart from this, further results of the study relate to the various purchasing behaviours of both sexes, as well as the way returns are taken for granted.
Strangely, considering the B2B market is decidedly larger than the B2C market, there are comparatively few statistics for B2B e-commerce. Strictly speaking, B2B e-commerce accounts for over 95 percent of the entire e-commerce market volume and generates 870 billion euros turn over. This becomes less surprising, when one realises that B2B generate only one percent of this turnover online.
These are the results of the IFH study B2B E-Commerce Markt in Deutschland 2013, which used statistics from 2012.
“Is your mobilephone a smartphone?” Second Screen, tablet commerce, browsers vs apps – trends and topics in mobile web are still unchartered territory. In addition, the divide between the possibilities and the actual acceptance rate in Germany is increasing further. Not without reason, on regital.de Hagen Fiskeck asked if we will become a country of mobile development