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E-commerce is becoming more and more competitive – the share of online shoppers is increasing and this buying process is chosen by 1 in every 2 shoppers. So what are the market trends of e-commerce? procurement and its consumers in Europe and Lithuania?
Online shopping is gaining ground
Data from an international survey conducted by the DPD Group reveal that in Europe, online shoppers spend 11.3% of their purchases online and more than half do so at least once per month. According to Gabrielius Bilevicius, director of sales and marketing of DPD Lithuania for the Baltic countries, this is due in part to the experience of buyers.
"The share of regular online purchases in most European countries is increasing, confirming that online shopping is gaining momentum." Consumers who have tried to shop at online stores who have had a positive experience in the purchase and delivery of goods, usually take it in. 86 percent All online purchases in Europe are made by a third of all e-shop buyers, mainly buyers, but online retailers are growing at an extremely fast pace, "he says.
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L & # 39; consumer activity is decisive<br />
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According to the survey, in Lithuania, it is only 9.1%. All purchases are made online – this is more than in Latvia and Estonia, where online purchases are less than 8%, but significantly lower than those of other European countries. According to G. Bilevichius, such differences also depend on the differences in the size of the Internet commerce market.
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"In some countries, say Italy, Spain, Austria and especially Russia, the e-commerce market is growing much faster than in countries like Latvia and the United States. Estonia, where its share is still small.In parallel, the United Kingdom has been strengthening for some time its role as the leading market for electronics stores in Europe.This is coupled with the increasing activity of buyers , especially those who buy online at least once a week, "commented G. Bilevich.
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Internet accessibility does not reflect the frequency of online shopping<br />
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The average Internet access (in other words, Internet users) is 82% in Europe, 54% of online shoppers use regular e-commerce services and this number increases in many countries. The survey data show that the number of Internet users in the country does not directly reflect the regularity of online shopping.
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"Internet uses 77% of Internet users, consumers, 45% online shoppers in online stores at least once a month.In the meantime, in neighboring Latvia, Internet access does not occur. is only 1% lower, but regularly buying online customers – just under 39 percent The highest Internet penetration (93%) is in the UK, where 66% of online shoppers buy at least once a month, which is above the European average.In comparing Internet penetration in different countries, it is observed that this is not the main factor determining the regularity of online shopping ", – commented the expert.
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Purchases are encouraged by technological innovations<br />
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According to G. Bilevichius, the technological possibilities of online shopping and their development have a significant influence on e-commerce as well as on the activity of consumers.
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"Electronic stores are partly dependent on the development of new technologies, and the development of mobile websites and gadgets is influenced by mobile technology and smart devices and is one of the success factors of e-commerce. new technologies also boost impulse buying – consumers are faced with the opportunity to buy even on social networks.For example, the promotional items here can be obtained by clicking on the advertisement – they are automatically redirected to the basket of the buyer in the online store.Other innovative ways of promoting shopping are also emerging, as voice-activated marketing services and virtual reality are already starting to be used to e-commerce, "he explains </p>
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