UPS Study: Purchases From Marketplaces Nearly Universal; Retail Now Global As E-Commerce Shoppers Cross Borders
11 Avril 2018 - 3:00PM
- Nearly every e-commerce shopper reported making a marketplace
purchase
- Large majority of shoppers in Canada, Brazil, Mexico and Europe
buy from International retailers
- Significantly higher percentage of smartphone users transact
with devices
- U.S. shoppers most likely to return online purchases
Online shoppers across the globe are buying from marketplaces
and international retailers, relying more on digital devices and
seeking alternate delivery options, according to the global UPS
Pulse of the Online Shopper study.
The study – which captured the changing behaviors and
preferences of online shoppers in six markets including the U.S.,
Asia, Europe, Canada, Mexico and Brazil – details how these
behavioral shifts seek better prices, and more choice, control and
convenience. It also captures geographic differences, information
essential to retailers as e-commerce increasingly transcends
geographic borders.
“Understanding shoppers and meeting their demands is crucial in
this rapidly changing landscape,” said Alan Gershenhorn, chief
commercial officer for UPS. “To stand out, smart companies must
recognize that, with competition now coming from around the world,
consumers want different ways to make purchases, more convenient
ways to receive them and innovative experiences from start to
finish.”
Almost all online shoppers in the markets surveyed shop at
marketplaces, which are third-party e-commerce sites that let
multiple merchants sell products. In Mexico, 99% of shoppers
reported making a marketplace purchase, compared with 98% in Asia
and 96% in both Europe and Canada. The top reasons for using
marketplaces are better prices and free or discounted shipping.
The study also showed that global competition for customers is
increasing, with a significant number of online shoppers in Canada
(83%), Brazil (81%) and Mexico (78%) making purchases from
international retailers. In the U.S., nearly half (47%) of shoppers
made international purchases. Consumers shopped internationally
primarily for better prices and access to specific or unique
products.
While e-commerce is now an established part of shopping, the
study documented shifts where and how these transactions take
place: A significantly higher percentage of smartphone users made
purchases via their devices. In Asia, where mobile purchases are
most common, the percentage of smartphone users who made a mobile
purchase rose to 77% from 55% in 2015. In Europe, where smartphone
purchases are least common, the percentage still saw a significant
rise to 43% from 28% during the same period.
The majority of global shoppers also use mobile devices to
search for products, compare prices, locate stores and track
deliveries, all the more reason retailers should think ‘mobile
first.’ At least 70% of respondents in all regions used smartphones
to compare prices while in
stores.
Meanwhile, shoppers expect quick fulfillment of online orders and
speedy delivery across all regions, but expectations for what
counts as quick delivery differ. Consumers in Asia, Mexico and
Brazil expect to be able to place orders later in the day and still
be eligible for same-day and next-day delivery.
Across all regions, consumers make online return purchases.
Shoppers in the U.S. (44%) are the most likely to return an online
purchase, while shoppers in Mexico are the least likely (22%). When
both return options are available, shoppers in Asia and Europe
prefer to ship online purchases back to retailers compared to
consumers in the U.S., Canada, Mexico and Brazil, who prefer to
return online orders to a physical store. Among those who prefer to
ship returns to a physical store, ease and free shipping returns
are the leading reasons for this preference across all regions.
New developments in the retail experience that may play a role
in the future of the industry include online marketplaces and new
technologies such as robots and chatbots, according to the study.
Consumers are more open to some new technologies in the retail
landscape but skeptical of others. When asked about the appeal of
robots in stores, more than half of consumers in the U.S. and
Canada are not convinced, preferring to interact with a person.
While face-to-face assistance is preferable in-store, respondents
prefer self-service options online. The comfort level with using
chatbots for tasks like getting product information is highest in
the U.S. (65%) and lowest in Mexico (45%).
The study divided the results into three sections: Constants,
areas of the retail experience that remain important year after
year and influence purchase behaviors; Movers, areas where
consumers have shown significant growth in recent years; and
Emergers, newer areas of retail that may play a role in the
shopping experience of the future.
About the UPS Pulse of the Online Shopper™
The UPS Pulse of the Online Shopper™ Global Study evaluates
consumer shopping habits from pre-purchase to post-delivery. The
2018 study was fielded in Q1, Q2 and Q3 2017 and is based on a
comScore survey of more than 18,000 online shoppers worldwide.
Respondents made at least two online purchase in a typical
three-month period.
About UPS
UPS (NYSE: UPS) is a global leader in logistics, offering a
broad range of solutions including transporting packages and
freight; facilitating international trade, and deploying advanced
technology to more efficiently manage the world of business.
Headquartered in Atlanta, UPS serves more than 220 countries and
territories worldwide. The company can be found on the web
at ups.com or
pressroom.ups.com and its corporate blog can be
found at longitudes.ups.com. To get UPS news
direct, follow @UPS_News on Twitter.
About comScore
comScore is a leading cross-platform measurement company that
measures audiences, brands and consumer behavior
everywhere. Built on precision and innovation, comScore’s data
footprint combines proprietary digital, TV and movie intelligence
with vast demographic details to quantify consumers’
multiscreen behavior at massive scale. This approach helps
media companies monetize their complete audiences and allows
marketers to reach these audiences more
effectively. With more than 3,200 clients and a
global footprint in 70 countries, comScore is delivering the future
of measurement. Shares of comScore stock are currently traded
on the OTC Market (OTC:SCOR). For more information on comScore,
please visit comscore.com.
Dawn Wotapka
(404) 828-8896
dwotapka@ups.com
United Parcel Service (NYSE:UPS)
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