Purchasing Behavior Report

What’s driving shoppers to spend and subscribe online?

What (and why) the world
is buying online
To help your business understand what shoppers want from online
retailers in 2024, we’ve surveyed 12,000 shoppers across 24 countries.

Austria Poland USA UAE

Czech Republic Spain Argentina Australia

France Sweden Brazil China

Germany Turkey Nigeria India

Italy UK South Africa Malaysia

Netherlands Canada Morocco Thailand

Through a series of trends reports, we uncover how shoppers browse and buy online, providing
valuable insights to help you improve the shopping experience for your customers.

In this report, we explore how often shoppers buy online, the products they buy most often
(including the ones they subscribe to), and that offering a range of delivery options is vital to
securing those sales. We also uncover the differences between different types of online shoppers
Respondents were required to have made at least one purchase online within the three months before the
and the importance of sustainability in a world that’s becoming more environmentally conscious.
survey. The countries chosen for this survey represent some of the most active e-commerce markets across
the globe. Please note, that where percentages within this report don’t equal 100% this is due to particular
Does your business sell on social media or across borders? Keep reading to uncover what influences questions having multiple choice options. While regional data is provided, it does not reach a level of
these shoppers most and how this impacts their buying decisions. statistical significance to make definitive statements about specific regions or globally. Figures are correct
at time of publishing.

2 | Purchasing Behavior Report 2024 Online Shopper Trends

How often are shoppers browsing 84% of shoppers across the
globe say they browse online

and buying online? at least once a week.

In Europe, online shoppers browse slightly
less frequently than in other regions. However,
Understanding where in the world consumers are most active can help you identify growth opportunities
23% still say they browse at least once a day
for your business. So let’s find out how frequently shoppers are really browsing and buying online… and 32% two to three times a week.

Browsing more than once a day is highest in

5% 2% Morocco (32%), Brazil (31%), and China (31%).
Less than once More than 3%
a month once a day Once a day
52% of shoppers across the
globe say they buy something
13%
11% 17% Less than online at least once a week.
Once a More than once a
once a day month In Europe, 27% of shoppers say they purchase
month
20% online once a week. This increases in the
Two to three Czech Republic (37%), Poland (35%),
times a week
and the UK (32%).
14%

48% 8%
20% Once a day
Once a
BROWSING BUYING
34%
week

Once a
month
27% of social media shoppers of online shoppers
33%
Two to three
Once a
week say they browse online
shopping sites at least
under 45 buy
online at least once
times a week once a day. a day, compared to
3% of those aged
45 and over.

3 | Purchasing Behavior Report 2024 Online Shopper Trends

What are online shoppers buying? IN WHICH COUNTRIES ARE ONLINE
SHOPPERS BUYING THESE PRODUCTS
THE MOST?
Globally In Europe

Clothing and 63%

65% India Turkey
footwear 65%
Consumer 34%
35% Nigeria Czech Republic
electronics 32%
Knowing what types of
30% products different
Cosmetics 34% India Turkey
36% shoppers are buying
can help you reach new
Food and 29%
30% UAE Turkey customers. Do you sell
beverages 35% products which are
26% particularly popular
Household
26% Thailand Czech Republic with social media
appliances 29%
shoppers? Start selling
Sport, leisure and 21% on popular social media
22% Canada Austria
hobby goods 19% channels to reach these
buyers. Or could you
20%
Books 18% Australia Italy take advantage of the
15% cross-border market?
19% Consider expanding
Health
21% Thailand Sweden into countries where
supplements 22%
shoppers are most
Furniture and 15% actively buying the
17% China France
homeware 17% products you sell.
0 10 20 30 40 50 60 70

Globally Cross-border shoppers Social media shoppers

Respondents were offered multiple choice options for this question. Table shows total
4 | Purchasing Behavior Report percentage vs. data breaks of shoppers who have purchased cross-border or from social media. 2024 Online Shopper Trends
The rise of online shopping
subscriptions IN WHICH COUNTRIES ARE THESE PRODUCT
What are shoppers who have a regular online shopping SUBSCRIPTIONS MOST POPULAR?
subscription service buying? Globally In Europe

Clothing and 51%

55% South Africa Turkey
accessories 59%
46%
Beauty products 51% South Africa Turkey
57%
45% Does your business offer a
Household products 47% China Turkey subscription service? It might
53%
be time to consider doing so –
44%
Food 46% China Turkey 35% of shoppers across the
51% globe have an online
36% shopping subscription. This
Health supplements 43% South Africa Netherlands rises to 43% for those aged
44%
45 and under, and 64% for
30% social media shoppers.
Beverages 36% Australia UK
39%
To incentivize shoppers to
26% subscribe to your products,
Shaving products 32% Australia UK
33% consider offering them
25% exclusive benefits such as
Pet food 29% USA Poland discounted prices, free
29%
delivery or even surprise gifts.
0 10 20 30 40 50 60

Globally Cross-border shoppers Social media shoppers

Respondents were offered multiple choice

5 | Purchasing Behavior Report options for this question. 2024 Online Shopper Trends
How much is the world spending online?
If your business is thinking
Does your business sell to other countries or are you considering doing so? about expanding into new
Knowing how much shoppers typically spend can help you set the right prices for your products. markets, it’s good to get an
idea of how much shoppers
are typically spending
Poland
UK online each month.
Netherlands
34% 44% While these figures
27% represent both domestic

> more than

€100
> more than
£100 > more than
200 PLN
China
and cross-border
purchases, remember that
88% you will need to consider
Spain Czech
Republic > more than
100¥
duties and tax charges
when selling to customers
25% 53% in other countries.
USA > more than
€100
> more than Turkey

44%
1000Kč
69% DID YOU KNOW?
> more than
US-$100 Nigeria > more than Thailand
6 in 10 shoppers will abandon
13%
800 TRY
their basket if not offered
86% India their preferred payment

> more than

4000₦
54% > more than
4000฿
method. When selling abroad,
you should offer your prices in

> more than

₹2500
that country’s local currency
and provide payment
Australia methods that local
shoppers prefer
50%
Argentina Brazil
to use.
62% 29% > more than

>
South Africa AU-$100
> more than more than
Arg-$24000 600R$
52%
> more than
1000R

6 | Purchasing Behavior Report 2024 Online Shopper Trends

How much are shoppers in each We asked shoppers in each country how much they
typically spend each month on online purchases.
country spending online? Here’s what they said…

Arg-$24000 or less 39% DH1000 or less 86%

Argentina Morocco Social media shoppers around
More than Arg-$24000 62% More than DH1000 14%
AU-$100 or less 50% €100 or less 73% the world typically spend more
Australia Netherlands each month. 55% of social media
More than AU-$100 50% More than €100 27%
€100 or less 69% 4000₦ or less 14% shoppers around the world fall
Austria Nigeria into the ‘more than’ spend
More than €100 31% More than 4000₦ 86%
category. This compared to just
600R$ or less 71% 200 PLN or less 57%
Brazil Poland 36% of online shoppers who
More than 600R$ 29% More than 200 PLN 44%
don’t buy on social media.
C$100 or less 57% 1000R or less 47%
Canada South Africa
More than C$100 43% More than 1000R 52% This increased spending is also
100¥ or less 12% €100 or less 74% true for online shoppers who buy
China Spain
More than 100¥ 88% More than €100 25% from other countries.
1000Kč or less 46% 2400kr or less 88% 51% of cross-border shoppers
Czech Republic Sweden
More than 1000Kč 53% More than 2400kr 11% fall into the higher spending
€100 or less 76% 4000฿ or less 87% category.
France Thailand
More than €100 24% More than 4000฿ 13%
€100 or less 65% 800 TRY or less 31%
Germany Turkey
More than €100 35% More than 800 TRY 69%
₹2500 or less 45% 1000 AED or less 60%
India UAE
More than ₹2500 54% More than 1000 AED 39%
€100 or less 78% £100 or less 66%
Italy UK
More than €100 22% More than £100 34%
200RN or less 65% US-$100 or less 57%
Malaysia USA
More than 200RN 35% More than US-$100 44%

7 | Purchasing Behavior Report 2024 Online Shopper Trends

Is social media influencing how shoppers With almost 7 in 10 shoppers

browse, buy and subscribe online?

using social media for either
inspiration or purchasing, this is a
channel your business shouldn’t
ignore if you want to build brand
Social media has changed the way customers shop online. Here's how people around the awareness or drive sales. Despite
European shoppers not being as
world use social media and the five countries where these habits are most popular... active on social as
the rest of the world,
over 1 in 2 still use
social media for
either inspiration
Always use social media Use social media for Don’t use social media or purchasing.
for inspiration and inspiration but don’t for inspiration or
actively buy often buy shopping

26% 41% 33% 81%

of online shoppers under 45 use social
media for shopping inspiration and 35%
Thailand – 59% South Africa – 53% Austria – 67% regularly buy on the platform.

48%
China – 53% Argentina – 52% France – 60%

Nigeria – 51% UAE – 52% Poland – 57%

Malaysia – 46% Morocco – 51% Czech Republic – 56% of those 45 and over who use social
media for inspiration, and just 15%
Morocco – 40% Brazil – 48% Sweden – 53%
regularly buy on the platform.

8 | Purchasing Behavior Report 2024 Online Shopper Trends

How much do customer reviews “Reviews form a critical part
of the online buying journey
influence online shoppers? – helping to build trust and
credibility between the brand
and the consumer. Against a backdrop
When deciding whether or not to click ‘buy of economic uncertainty, we know that
now’, customer reviews play a vital role consumers rely more than ever on
in most online shoppers’ decisions.
authentic reviews to help them make
informed decisions.”
Kerry Leighton-Bailey
Chief Product & Marketing Officer, Feefo

WHERE IN THE WORLD ARE ONLINE SHOPPERS

MOST INFLUENCED BY REVIEWS?
Globally In Europe

1 Brazil Turkey

2 South Africa Spain

3 India Germany

4 Morocco Poland

5 Nigeria Czech Republic

9 | Purchasing Behavior Report 2024 Online Shopper Trends

 Not important and

How important is sustainability

Very or quite
Country neither important or
important
unimportant

to online shoppers?
Argentina 62% 38%
Australia 57% 43%
Austria 39% 61%
Brazil 72% 28%
Online shoppers are paying more attention to how their purchases impact the Canada 49% 51%
China 59% 41%
environment. From recyclable packaging to delivery emissions, sustainability
Czech Republic 26% 74%
is becoming more important. France 59% 61%
Germany 46% 54%
With 59% of shoppers across the globe saying sustainability is ‘very’ or ‘quite’ important to them
when buying online, understanding and considering sustainability within your business can help you India 83% 17%
attract these eco-conscious shoppers. Italy 59% 41%
Malaysia 67% 33%
Morocco 54% 46%
Netherlands 37% 63%
Nigeria 89% 11%
Poland 51% 49%

77% 67% South Africa

Spain
80%
50%
20%
50%
Sweden 53% 47%
Thailand 77% 23%
Turkey 73% 27%
of social media shoppers of cross-border shoppers
UAE 71% 29%
say sustainability is ‘very’ or say sustainability is ‘very’ or
‘quite’ important to them ‘quite’ important to them. UK 53% 47%
when shopping online. USA 51% 49%
TOTAL 59% 41%

10 | Purchasing Behavior Report 2024 Online Shopper Trends

Where in the world are online shoppers
most (and least) willing to pay more Across the globe,

for green delivery? 38%

of online shoppers say they would never
choose to pay more for a green delivery.

And only

20%
WOULD ALWAYS OR SOMETIMES CHOOSE TO PAY WOULD NEVER CHOOSE TO PAY MORE FOR A
MORE FOR A GREEN DELIVERY GREEN DELIVERY

Globally In Europe Globally In Europe

Thailand – 87% Turkey – 76% Canada – 55% Czech Republic – 57%

say they would always choose to pay
for a green delivery.
India – 85% Germany – 64% USA – 45% Netherlands – 55%
With high delivery costs frustrating

54%
Nigeria – 84% Austria – 53% Argentina – 43% Poland – 53%

UAE – 83% Sweden – 53% Australia – 40% France – 53%

Morocco – 76% Italy – 53% Brazil – 31% Spain – 50%

of online shoppers, consider incorporating

any additional green delivery charges into
the cost of your goods and offering more
The percentage shown is the total of ‘’I would always choose to’’ or “I would sometimes choose to” responses sustainable delivery options as standard.
vs “I would never choose to” when asked ‘Would you be prepared to pay more for a ‘green’ delivery.’

11 | Purchasing Behavior Report 2024 Online Shopper Trends

Do online shoppers want to see Country

Argentina
Yes

58%
No

42%

how climate-friendly their Australia

Austria
47%
39%
53%
61%

delivery is? Brazil

Canada
72%
40%
28%
60%
China 60% 40%
With sustainability becoming more important to online shoppers, Czech Republic 27% 73%
France 42% 58%
it’s no surprise that over half say they want transparency about
Germany 47% 53%
the CO2 emissions of their delivery. India 73% 27%
This increases to 68% for shoppers who buy online more frequently – suggesting the more Italy 47% 53%
people buy, the more they care about the environmental impact of their online orders. Malaysia 62% 38%
Morocco 67% 33%
Netherlands 33% 67%
Nigeria 77% 23%
Poland 41% 59%

73% 63% South Africa

Spain
71%
56%
29%
44%
Sweden 44% 56%
Thailand 60% 40%
Turkey 77% 23%
of social media shoppers of cross-border shoppers
say they’d like to see the say they’d like to see the UAE 72% 28%
CO2 emissions or other CO2 emissions or other UK 45% 55%
information. information. USA 45% 55%
TOTAL 54% 46%

12 | Purchasing Behavior Report 2024 Online Shopper Trends

Are online shoppers willing to pay more for
sustainable/eco-friendly packaging?
DOES YOUR BUSINESS SELL
TO EUROPE?
47% of online shoppers here say they
would never choose to pay more for
sustainable packaging. This rises to 56%
in France and the Netherlands, closely
followed by 50% in Italy and Spain.
Sometimes choose
to pay more for
sustainable packaging
With consumers becoming more
sustainable in many aspects of
their lives, it’s no surprise that
this is starting to influence how
they shop online too.
Online retailers need to consider how
they can integrate sustainability into
Always choose to pay their business to ensure they keep up
more for sustainable with online shoppers’ expectations.
packaging Despite shoppers wanting to know the
environmental impact of their deliveries,
Never choose to pay they don’t necessarily want to pay more
more for sustainable to improve this. Online retailers could

42%
packaging consider incorporating the cost of a
greener delivery or more sustainable

36% packaging into the product cost to give

online shoppers what they want in their

21% preferred way.

13 | Purchasing Behavior Report 2024 Online Shopper Trends

How important is 53%
Mainly buy from
16%
Free delivery isn’t

free delivery? online shops that

offer free delivery
important if they
want the item

FDERLIVEEREY
Across the globe, free delivery is important
to many online shoppers – 67% say free
delivery would improve their online
shopping experience and 54% say high
delivery costs frustrate them.

Free delivery is slightly more important to social media

shoppers – 59% say they mainly buy from shops that
offer free delivery.

With delivery costs playing an important role in the online

shopping experience, your business should consider
offering free delivery to help convert browsers into buyers.

Discover further insights into how delivery influences

purchasing decisions in our E-commerce Trends Report.
30%
Sometimes buy from
shops that don’t
offer free delivery

14 | Purchasing Behavior Report 2024 Online Shopper Trends

Are online shoppers getting the
WHERE WERE SHOPPERS MOST SATISFIED
WITH THE DELIVERY OPTIONS OFFERED WHEN
THEY LAST MADE A PURCHASE ONLINE?

delivery options they want? Globally In Europe

1 India Turkey
On the whole, 83% of shoppers are
very or quite satisfied with the 2 South Africa Germany
delivery options on offer. But with

41%
48% of shoppers saying they
frequently abandon their baskets due
3 Argentina Austria
to delivery options, are you offering
your customers enough choice to 4 USA UK
Very satisfied ensure they click ‘buy now’?
5 UAE Netherlands

3%
WHY ONLINE SHOPPERS ARE SATISFIED

42%
Quite satisfied
Quite dissatisfied
WITH THEIR DELIVERY…
“I was given the choice of
either picking it up at a
“The delivery price was very
reasonable, and the
certain place or having it delivery date was what I
delivered right to my home.” needed at that time.”

2%
12%
Neither satisfied
Very dissatisfied
AND WHY THEY ARE NOT SO SATISFIED…
“The delivery time and date
were not specifically stated,
“I needed to pay extra for
delivery, delivery took
nor dissatisfied I had to keep waiting for the longer than expected.”
delivery.”

15 | Purchasing Behavior Report 2024 Online Shopper Trends

How many shoppers say delivery options It’s clear that delivery options, such
as speed, provider and location,
influence where they buy from online? have a huge influence on all types of
shoppers. But in which countries do
they have the biggest influence?

97% Globally In Europe

95% 97%
1 Brazil Turkey
of social media
2 India Spain
shoppers
of global of cross-border 3 Morocco Poland
shoppers shoppers
4 Nigeria Czech Republic

5 South Africa Italy

ARE YOU OFFERING ONLINE SHOPPERS THE

DELIVERY OPTIONS THEY WANT?
With delivery options influencing almost every
type of shopper, it’s important to provide options that
meet shoppers’ expectations. Give your customers a
choice on how their order is delivered – from paying for
faster delivery to choosing a time or location that suits
them. With out-of-home deliveries on
the rise (20% of shoppers prefer to receive their order
this way) don’t forget to consider offering this option
to customers.

The percentage shown is the total of ‘’to a great extent’’ or “to some extent” as opposed to ‘’not at all”.
16 | Purchasing Behavior Report Delivery options refer to delivery speed, choice of delivery provider and/or delivery locations. 2024 Online Shopper Trends
We hope the insights in this report help you better understand
how online shoppers are discovering, buying, and subscribing
across the globe.
In our next online shopping trends report, we explore what’s important to shoppers when receiving a Whether it is social media shopping
delivery or returning an order. From delivery preferences to order tracking, discover how to improve the or cross-border shopping, the
delivery experience for your customers.
behavior of shoppers may differ from
country or shopping channel. It’s by
Let us help you grow your business understanding these differences in
what online shoppers want and need, that makes
To access even more insights from our Online Purchase Trends Report, or find out how our best-in-class
DHL eCommerce the delivery provider of choice for
products can support your business, connect with one of our delivery experts in your country. today’s online retailers – we provide the delivery
options your customers prefer.
DHL eCommerce ships within and all over the world from:

Austria Denmark Netherlands Switzerland Pablo Ciano | CEO DHL eCommerce

Australia France Poland Thailand

Belgium Italy Portugal Turkey

Canada India Spain UK

Czech Republic Malaysia Sweden USA

17 | Purchasing Behavior Report 2024 Online Shopper Trends