Whistl provides insight into online shopping behaviours in white paper

December 2019

Whistl provides insight into online shopping behaviours in a white paper

Online shopping continues to evolve in response to consumers’ needs and demands. Today’s shoppers have access to a multichannel, marketplace-led environment and why consumers choose to spend with a particular brand or e-commerce retailer will be judged on more than just the cost of an item. 

Having greater insight into how the various components of the buyer journey and purchasing patterns are influenced by the retail environment will mean you have a strong foundation for developing your e-commerce strategy.

To better inform online merchants of these factors Whistl, the leading delivery management company in the UK has conducted a survey of the UK population, analysing the factors that impact online purchasing, with a representative sample of 1,000 UK adults. The respondents were screened on the frequency of online purchases of non-food items. 

                frequency of online purchasing.JPG

Key online shopping research findings:

  • More men purchase items online daily/weekly than women
  • Clothes/fashion is the most popular category in every region of Great Britain
  • 61% find the ability to specify location very/somewhat important
  • Delivery cost and ensuring the package arrives safely are the most important factors to those purchasing online
  • Men do not consider the convenience of delivery as important as women
  • 75% of those surveyed felt minimising the amount of packaging is important
  • Half would be willing to pay more for eco-friendly packaging and this increases with age

                men do not consider delivery convience as much as women.JPG

Whistl has a holistic view of the entire customer journey with a unique portfolio of services including integrated parcel delivery management, fulfilment services, contact centre and advertising solutions, all helping retailers drive brand awareness, conversion and influence loyalty for repeat business.



Detailed in our new white paper ‘What do your customers want? An insight into Online Shopping Behaviours’, our extensive research shows that there is no single remedy for ensuring sustainable e-commerce growth.

The consumer study has shown that a broad range of factors need to be taken into account when trying to stand out against your competitors. The research identifies some of these factors include enhanced customer segmentation, category management, delivery options, and packaging.

Melanie Darvall, Director Marketing & Communications at Whistl

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