DigitasLBi’s Connected Commerce 2016 study reveals latest global shopping trends

Global marketing and technology agency DigitasLBi has announced the findings of its 2016 Connected Commerce study, which reveals the latest retail trends in 15 countries: Australia, Belgium, China, Denmark, France, Germany, Hong Kong, India, Italy, the Netherlands, Singapore, Spain, Sweden, the UK and the USA.

The global study, which was developed and led by DigitasLBi in France, focusses on the behaviours of consumers who have bought something online in the last 30 days and also includes insights garnered via DigitasLBi's proprietary IDIOM data platform.


Impatience is a virtue
18% of shoppers worldwide expect products bought online to be delivered within one day. Consumers from the Netherlands are the most impatient, with 38% expecting delivery within a day, while Danish customers are the most relaxed (7%).

Second opinion
78% of online shoppers globally look for other shoppers' opinions online before making a purchase. This behaviour is most prevalent in Asia, with consumers in China (95%), Hong Kong (89%), India (89%) and Singapore (88%) most likely to look for opinions before buying.

Friends and family
35% of consumers consult friends and family before buying online. German consumers are most likely to pay attention to the opinions of their friends and family (44%) while Italians are least likely (22%).

Death of a salesman
Only 10% of shoppers globally say that the expertise of salespeople is the factor that is most likely to make them shop in-store rather than online, compared to 38% who say that the ability to test products is the main draw. The salesperson's craft is most valued in Denmark, with 19% saying it is the factor which is most likely to make them shop in-store, and least valued in the US (5%).

Location, location, location
The study reveals the categories of item that people are most likely to shop for in bed, with fashion and health & beauty the most popular (both 19%),

Italians are more likely than any other nation to shop in the kitchen, with 24% shopping for food in the kitchen and 23% shopping for household items.

29% of consumers globally shop online using wearable devices. Chinese and Indian shoppers are most likely to shop via a wearable (both 48%) while shoppers from the Netherlands are least likely (11%).

Other findings

  • In France, 50% of Sarenza customers who visited the kids' shoe section also visited the women's shoe section
  • In the UK, 73% of Expedia customers who visited the package holiday section also visited the hotel section
  • In Germany, 62% of Otto customers who visited the cycle and scooter sections also visited the multimedia section

Fern Miller, Chief Marketing Officer, International at DigitasLBi said: "Connected Commerce 2016 shows us the wider context of shoppers' decision making, in-store, online, and beyond. Whether it's browsing for fashion in bed or shopping with a wearable, our customers are finding new ways to choose the things they want, and by looking at a connected view of the sales journey, smart brands can find ways to improve their service and ultimately, their performance."

Jon Russell, MD DigitasLBi Commerce said: "It's time for brands to re-consider who speaks for them. Brand sites are still shying away from the use of reviews (not trusting customers to speak on their behalf or present anything other than a perfectly curated view of their products) but those who do use them are reaping the benefits of improved conversion. Time and time again, reviews are shown to improve customer confidence and trust, and drive up click-through and conversion rates."

  • 15% of shoppers in the UK expect items they've bought to be delivered in one day.
  • 74% of shoppers in the UK look for other shoppers' opinions online before making a purchase
  • 37% of shoppers in the UK consult friends and family before making a purchase
  • 7% of shoppers in the UK see sales' advisers expertise as the key benefit as shopping in-store
  • 20% of shoppers in the UK have used a wearable device to shop

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