eCommerce Consumer Research

Whistl conducted a research study to understand consumer buying habits in the current tough economic climate.

Our research was carried out online between 2^nd – 7^th March 2023.

Participants involved a representative sample of 1,000 UK adults, who were sourced from a large online panel provider.

Download a copy of the comprehensive report

Whistl's eCommerce Consumer Research

Attitude towards finances

83% of consumers hunt around to find bargains
70% of consumers shop around to make a saving, however small.

Behaviour of online shoppers

Only 3% of consumers are loyal to particular online retailers
Even with a different attitude to finances, consumers show comparable attitude to online behaviour (hunting for bargains, even small savings, not being loyal to online retailers).

Online expenditure

3% decrease in online expenditures is expected by respondents in 2023 vs 2022.
Groups that are expecting an increase in their expenditures are:
- male (2% average increase),
- household income over £70k (8% increase),
- people with kids (2%),
- those who shop online weekly or more often.

Importance of delivery options

54% ranked delivery cost to be #1 important delivery factor
If delivery costs are higher than £5.95 you can lose more than 50% of your customers.

Appealing online offers

£20 annual fee for free returns is somewhat appealing for 48% of frequent e-shoppers
57% of those who do not have a subscription are open to this idea
Most attractive non-delivery features: free samples of other products and exclusive offers for existing customers.

Sustainability

40% of respondents ranked green / sustainable delivery to be the least important delivery feature.

Download the full report to understand more about attitudes towards finances and online shopping and view our consumer profiles of online buyers, to understand more about your target audience

Whistl's eCommerce Consumer Research

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