Over the past year, the European market has seen a 10% increase in "new online shoppers"

How much ground is left to be won for merchants ? What will be the main drivers and barriers for new online shoppers (consumers who entered e-commerce in the past year) to purchase online in 2022? A positive experience increases the likelihood that new online shoppers will repurchase and, in the long run, eventually become loyal existing online shoppers.

However, the Afterpay survey results show that new online shoppers are actually significantly less satisfied than existing online shoppers.

10% of consumers started buying online in the past year

The results of the analysis of the general population aged 18 and over in the Netherlands, Germany, Norway and the UK show that consumers are divided into five different segments, namely experienced, new or potential online shoppers. It can be seen that in these four countries, about 94% of consumers have shopped online, and the global epidemic is likely to have been a key factor in the past two years.

In the Netherlands, 95% of consumers aged 18 and over shop online. This “online shopper group” can be broken down into existing online shoppers (86%, who have shopped online for more than a year) and new online shoppers (9%, who started shopping online in the past year).

In total, 94% of consumers in Germany shop online . This "online shopper group" can be broken down into existing online shoppers (85%, who have been shopping online for more than a year) and 9% new online shoppers.

In total, 92% of the population in Norway shop online. Here, the "online shopper group " can be broken down into 85% existing online shoppers and 7% new online shoppers.

And with the addition of the UK, a total of 96% of the population shop online . Here, the "online shopper group " can be broken down into 86% existing online shoppers and 10% new online shoppers.

However, new online shoppers have not yet discovered the convenience of online shopping . In addition to the convenience of online shopping, lower prices available online are also an important driving force for new and old online shoppers to shop online.

In addition, concerns about the "purchase process" and security issues with payment and product delivery prevent new online shoppers from increasing their online shopping. The "offline expectations" of new online shoppers lead to lower satisfaction with online shopping.

To make new online shoppers more satisfied and make repeat purchases, merchants need to improve product availability and delivery speed. In addition, merchants should better manage new online shoppers' expectations about the online purchasing process, security, and delivery.

Europe

New online shoppers