According to a study by the parcel delivery platform Seven Senders (conducted between 27 and 29 April with 3.500 respondents in the Netherlands, Italy, France, Switzerland, Austria, Germany and Spain), "European consumers still consider shipping costs as the most important factor in choosing one online store over another."
However, some requirements are changing: while last year, 55% of customers said that the cost of delivery was the most important criterion for choosing an online store, in 2022, this figure is now only 32%. Other environmental requirements have gained ground: 57% of consumers are willing to pay more to benefit from eco-responsible delivery.
"When choosing one delivery company over another, the main criteria remains free delivery and returns and the possibility of home delivery rather than a collection point," the study continues. "The prices of transport and packaging are increasing sharply and some online retailers, including major brands such as Uniqlo, are taking note: returns are now charged."
Question of returns
Could this practice become the norm? "Unsurprisingly, consumers are opposed to charging for returns: almost two thirds of customers expect returns to be free." According to FEVAD, 24% of products ordered online are returned, and ADEME recommends limiting the use of this practice for environmental reasons.
Even though out-of-home delivery to relay points helps avoid delivery failures and reduces traffic volume, 82% of consumers still prefer home delivery. That is three times more than in 2021.
Seven Senders reports, however, that a recent pilot trial in the Netherlands showed that transparent information and clear user guidance, especially during the purchase, "can quite easily convince customers to consider, for example, other delivery options."
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