The demand for toys and fashion products in the European market is still on the rise

The peak season is coming to an end. According to AfterPay's multi-country European survey of 4,000 shoppers every month , although Black Friday and Cyber ​​Monday have passed, the overall online shopping volume in European countries this year has decreased compared with last year, but consumers' loyalty to online shopping ( the share of consumers' online spending in total spending ) has shown a slight upward trend.

This more optimistic data comes from moderate and heavy online consumers in European countries, whose share of total online spending has increased since last year . Another favorable factor is that although the epidemic has eased and more consumers have begun to choose to shop in physical stores, the overall share of online consumption has not lost its advantage compared with offline consumption .

It is understood that convenience and flexibility are still the main reasons driving consumers to adopt online shopping . Coupled with a good merchant experience, some consumers who are accustomed to online shopping will continue to choose online shopping , but they may not be loyal to a specific online store merchant.

The survey shows that British consumers made 6.2 online shopping trips in November, with toys and fashion categories seeing a significant increase in share . In October, there were an average of 5.3 online shopping trips, and in September there were 4.9 online shopping trips , with the number of online shopping trips increasing month by month.

Meanwhile, German consumers made five online purchases in November, with the toys and electronics categories increasing their share significantly . Although Germans have made fewer online purchases this year, the proportion of online purchases still reached 43% this year , compared with 45% last year .

Dutch consumers made 4.2 purchases in November, with the toys category increasing its share by 5%. This year, the toys category’s share has risen from 7% in October to 12% in November, making it the third most purchased category after fashion and food.

Norwegian consumers made 3.2 online purchases in November, with no significant increase in the share of product categories .

Among all these online purchases, we can see that consumers' online purchase share in the toys and fashion categories has increased. Specific data shows that this year's toy share has increased from 11% in October to 16% in November , and the fashion share has increased from 24% in October to 29% in November. It can be seen that the market share of toys and fashion products in Europe will continue to increase.

European Market

Toy

Fashion products