Online shoppers are looking for transparency over fees and more choice and control over the delivery process, according to a study from UPS.
The annual study, entitled “Pulse of the Online Shopper”, reviewed the trends in customer preferences in 15 countries across Asia, Europe, and North and South America, looking at the generational split between the Greatest Generation, Baby Boomers, Gen Xers, Millenials and Gen Zers.
According to the study, 90% of customers do research on items before purchasing, with the younger generations more likely to rely on customer reviews. Older customers pay the most attention to prices, but 95% of customers expect to be informed of all shipping fees, taxes and options before they complete their purchase.
Millenials are the most likely to choose next day delivery or other accelerated options. However, most customers will do whatever they can to avoid shipping costs. Around one third of customers will choose services with slower transit times, add more items to their basket (consolidating multiple items), or search online for promo codes. Around one quarter will join a loyalty programme or pick up their item from a store.
56% of customers track the status of their deliveries using tracking tools. Tracking helps to reduce anxiety and make customers feel more in control.
73% of customers care if the seller or retailer is international, citing concerns over quality, reputation, and delivery speed and cost. International purchases are often made because an item is not available domestically. 48% of Greatest Generation shoppers trust domestic companies more, while only 25-28% of Gen X or younger feel the same way.
96% of shoppers use online marketplaces. Almost two thirds of customers use marketplaces rather than retailers for the lower prices, and almost half because of free or discounted shipping.
And finally, 54% of customers check a seller’s returns policy before purchasing.
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