Selon une étude de la plateforme de livraison de colis Seven Senders (réalisée entre le 27 et le 29 avril derniers auprès de 3.500 répondants aux Pays-Bas, en Italie, en France, en Suisse, en Autriche, en Allemagne et en Espagne), « les consommateurs européens considèrent toujours les frais d’expédition comme le facteur le plus important pour choisir un magasin en ligne plutôt qu’un autre ».
Reste que certaines exigences évoluent : là où, l’année dernière, 55% des clients déclaraient que le coût de la livraison était le critère le plus important pour choisir un magasin en ligne, en 2022, ils ne sont plus que de 32%. D’autres exigences environnementales ont gagné du terrain : 57% des consommateurs sont prêts à payer plus cher pour bénéficier d’une livraison éco-responsable.
« Pour choisir un livreur plutôt qu’un autre, le principal critère reste la gratuité de la livraison et des retours et la possibilité de livraison chez soi plutôt qu’en point retrait », poursuit l’étude. « Les prix du transport et de l’emballage augmentent fortement et certains commerçants en ligne, dont de grandes marques comme Uniqlo , en prennent acte : les retours sont désormais tarifés. »
Question des retours
Cette pratique pourrait-elle devenir la norme ? « Sans surprise, les consommateurs s’opposent à la tarification des retours : près de deux tiers des clients attendent que les retours soient gratuits ». Selon la FEVAD, 24% des produits commandés sur internet font l’objet d’un retour, et l’ADEME recommande de limiter le recours à cette pratique pour des raisons environnementales.
Même si la livraison hors domicile dans les points relais permet d’éviter les échecs de livraisons et de réduite le volume de trafic, les consommateurs préfèrent encore, à 82%, la livraison à domicile. Soit trois fois plus qu’en 2021.
Seven Senders rapporte quand même qu’un essai pilote mené récemment aux Pays-Bas a montré que des informations transparentes et un guidage clair de l’utilisateur, notamment lors de l’achat, « peuvent convaincre assez facilement les clients d’envisager par exemple d’autres options de livraison ».
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