2017-2016跨境电商购物调查报告_29页-3mb

2016 Cross-Border E-Commerce Shopper Survey Summary

Core Content

The 2016 Cross-Border E-Commerce Shopper Survey conducted by IPC (International Post Corporation) provides insights into consumer preferences and experiences related to cross-border online shopping across 26 countries in Europe, Asia-Pacific, and North-America. The survey involved over 24,331 respondents, capturing trends in online shopping behavior, preferred devices, payment methods, delivery expectations, and the role of postal operators in the delivery process.

Main Findings

Consumer Preferences

• Online Shopping Frequency:

  • 16% of respondents shopped online at least once per week.
  • 39% made an online purchase in the past two weeks.
  • 31% preferred to shop once per month.
  • 17% shopped 2-3 times per quarter.
  • 12% made only one online purchase in the past three months.

• Preferred Devices:

  • Laptops were the most popular (41%), followed by desktops (36%).
  • Smartphones (14%) and tablets (8%) were also widely used.
  • Younger consumers (16-34) and women showed a higher preference for smartphones.

• Preferred Payment Options:

  • PayPal (or equivalent) was the most preferred (41%), especially in Germany (68%), Australia (64%), Spain (62%), and Italy (61%).
  • Credit card was the second most popular (33%), with high usage in Japan (81%), Denmark (60%), and Canada (53%).
  • Debit card/bank transfer was the most popular in China (36%) and the Netherlands (32%).
  • Cash on delivery was preferred in Hungary (15%), Greece (15%), and Slovenia (12%).
  • Prepaid cards were most popular in Italy (13%).

Delivery Choices & Speed

• Delivery Preferences:

  • 76% preferred home delivery.
  • 5% chose office/workplace.
  • 8% opted for post office.
  • 2% preferred retail outlet.
  • 1% chose neighbour.
  • 5% wanted safe place at home.
  • 2% preferred parcel locker.

• Delivery Speed Expectations:

  • Europe: 25% expected delivery within 2-3 days, 75% within 6-7 days.
  • US/Canada: 50% expected delivery within 4-5 days.
  • Australia/New Zealand: 50% expected delivery within 4-5 days.
  • China/Japan: 41% expected delivery within 4-5 days from another Asian country.

Delivery Tracking Importance

• Tracking Importance:

  • 72% to 86% of consumers found tracking at various stages of the delivery process very/rather important.
  • The highest importance was placed on knowing the specific date/time of delivery.
  • Women were more likely than men to find tracking very important.

• Tracking Availability:

  • Tracking was most available in China (83%), Italy (74%), and Spain (73%).
  • It was least available in the UK (42%), Norway (47%), and Australia (48%).
  • 38% of UK consumers, 36% in Australia, and 35% in the US were not offered tracking.

Delivery Experience

• Free Shipping:

  • 59% of respondents received free shipping, with the breakdown:
    • 38% due to retailer offers.
    • 8% due to promotions.
    • 9% due to product value.
    • 3% due to loyalty programs.
  • More consumers paid less than €5 for cross-border deliveries in 2016 compared to 2015.

• Delivery by Post:

  • 72% of cross-border deliveries were made by the post.
  • 16% used other carriers.
  • 13% did not know who delivered their parcel.

• Post Usage by Country:

  • Highest in Australia (89%).
  • Lowest in Italy (41%) and Japan (53%), due to strong competition from courier companies.

Parcel Returns

• Return Rates:

  • Only 6% of respondents returned their most recent cross-border parcel (up from 4% in 2015).
  • Men were more likely to return parcels than women (7% vs. 5%).
  • Return rates decreased with age: 8% for 16-34, 5% for 35-54, and 4% for 55+.

• Return Characteristics:

  • Heavier items (2.1–5kg) had higher return rates (16%).
  • More expensive items (€75–€99) also had higher return rates (12%).
  • The most returned items were computers (24%) and household appliances (15%).

• Return Policies:

  • E-retailers with free returns policies, such as Zalando, had higher return rates (13%).
  • Other sites like Wish had fewer returns due to less emphasis on return policies.

• Country-Level Return Rates:

  • Highest in Luxembourg (25%), Finland (22%), and the US (11%).
  • Lowest in Iceland (1%), Hungary (2%), and Slovenia (2%).

Key Insights

• China was the main exporting market, with 26% of cross-border purchases.
• Millennials showed a strong preference for online shopping, especially via smartphones.
• Delivery speed and tracking are key consumer expectations, with a growing demand for reliable and transparent delivery processes.
• Free shipping is a major driver of consumer behavior, with China leading in this area.
• Post delivery services are dominant, but competition from couriers is notable in some regions.
• Gender and age play a significant role in shopping frequency, preferred devices, payment methods, and return behavior.
• Clothing, footwear & apparel was the most commonly purchased category, with consumer electronics being the second most popular.
• Lightweight parcels (up to 2kg) accounted for 81% of cross-border purchases, while parcels (over 2kg) made up 13%.

Survey Methodology

• The survey was conducted in October 2016.
• It included 24,331 respondents across 26 countries.
• The survey focused on cross-border delivery processes and consumer expectations.
• It aimed to help IPC members improve service standards, delivery performance, and communication.

Conclusion

The survey highlights the growing importance of cross-border e-commerce, with Millennials being the main drivers. It emphasizes the need for improved delivery visibility, reliability, and cost efficiency, particularly for lightweight and low-value goods. The dominant role of postal operators in delivering these goods is evident, but competition from couriers is increasing in some regions. China remains a key player in cross-border e-commerce, not only as an exporting market but also in terms of consumer preferences and return behaviors.