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1、2023 Online Shopping Report:The ConsumerBehaviour TrendsShaping Ecommerceintroduction2Our 2023 Online Shopping Report provides insight into the consumer behaviours shaping the ecommerce industry and examines data from previous years to highlight evolving trends and changes.A recurring theme in 2023

2、is a tightening of shoppers finances.As households deal with less available cash due to cost-of-living pressures,the frequency of smaller purchases is increasing,while larger financial outlays show a decline.Credit cards are also getting a workout as BNPL(Buy Now,Pay Later)methods decrease.Interesti

3、ngly,those using BNPL do so more frequently when insufficient savings are available.The robust return to in-store shopping over the last year has seen a tapering of ecommerce sales.However,digital and multichannel purchasing habits have cemented themselves in consumer behaviour.For example,nearly fo

4、ur out of five shoppers say BOPIS(Buy Online,Pickup in Store or Click and Collect)and cross-channel returns processes encourage them to spend more with omnichannel and multichannel retailers.Data for this report collected March-April 2023 All data in this report is sourced from surveys with approxim

5、ately 1354 respondents,from randomly selected Australian and New Zealand online shoppers.3Fashion is now the most desired category to buy from multichannel retailers,reflecting the experiential advantage of re-fitting,replacing,and refunding fashion items in-store versus online-only ordering.Fashion

6、 also holds the top spot for the most ordered product category,following the“Other”category.In line with the rising popularity of variety stores and online marketplaces,the order frequency of“Other”items has increased steadily over the last three years.The findings in this report offer a window into

7、 shopper attitudes,concerns,and priorities to help retailers adjust strategies and respond to changing consumer demands.For example,a lack of trust in website security makes 92%of shoppers likely to abandon cart.97%are also unlikely to complete their order due to unexpected charges at the checkout.I

8、s your security up-to-scratch,and are you up-front with shoppers about all associated order fees,coupon offers,and payment methods before they reach the checkout?Read on to see which areas of the online customer experience have the most impact.Our 2023 data and comparison to previous years offer det

9、ailed findings across shopper purchasing behaviours,cart abandonment,delivery expectations,loyalty programs,brand engagement,and social media effectiveness.Data for this report collected March-April 2023All data in this report is sourced from surveys with approximately 1354 respondents,from randomly

10、 selected Australian and New Zealand online shoppers.Shoppers purchase behaviours hold vital clues to their concerns and priorities in 2023.Consumers are understandably becoming more cautious of large financial outlays.For example,low-value orders significantly increased over the last three years wh

11、ile high-value orders are declining.Credit card use has also skyrocketed since 2021,and consumers are looking to save at the checkout.As a result,retailers offering free delivery have a good chance of enticing shoppers to back to their online stores.So what are consumers buying when they do have the

12、 means?Fashion and Electronics,although seeing a decline since 2021,are the top-performing product categories in 2023.Purchase Behaviours and Repeat Purchases4High-Value Purchases Fall as Low-Value Transactions RiseShoppers are more hesitant about large discretionary purchases this year.Online purch

13、ases over$500 have fallen 4%from 20212023.This drop is hardly surprising as inflation and material costs contribute to less available cash and higher product pricing.While purchases of over$100 have also declined in the last three years,low-value transactions have increased.Most notably,online order

14、s between$20$50 surged 7%from 20212023.20212%7%15%24%44%8%20221%7%20%27%39%6%20231%7%22%26%40%4%$0$100-$500$1-$20$500$50-$100$20-$50How much was yourmost recent online order?5As Available Cash Shrinks,Consumers Turn to CreditPayment methods reveal more proof that shoppers are feeling the financial p

15、inch.For example,credit card purchases have ballooned to a startling 43%in 2023,an increase of 17%since 2021.Over the same period,BNPL has seen a 4%decline.Consumers balancing finances with swelling cost-of-living pressures are making the most of available lines of credit for their online purchasing

16、 needs.38%paypal22%paypal16%paypal2021202220236%other5%other8%other12%bnpl11%bnpl8%bnpl19%debit card23%debit card25%debit card26%credit card39%credit card43%credit cardhow did you pay for that order?6Free Delivery Encourages Repeat PurchasesShoppers certainly love a free ride.93%say that free delive

17、ry will encourage them to make a repeat purchase with an online brand.Good quality products are the next most important reason influencing additional purchases(87%),followed by fast shipping methods(75%).202193%89%77%70%69%70%46%35%202295%89%76%69%70%69%38%39%202393%87%75%69%68%68%39%36%free deliver

18、yWHAT ENCOURAGES YOU TO SHOP AGAIN?flexible payment optionsPersonalised offers/discountsgood customerservice/troubleshootingeasy returns processfast shippinggood quality productsPersonalised checkoutexperience7Fashion and Electronics Hold the Top Spots for Purchase CategoriesFashion has held the top

19、 spot for two years as the product category ordered the most(18%).At the same time,Electronics has plateaued since its sharp drop in 2022 to 15%.The“Other”category has steadily increased,in line with the rising popularity of variety stores and online marketplaces where consumers purchase multiple pr

20、oduct categories.202122%23%12%9%5%6%5%17%202217%15%15%13%6%5%9%19%202318%15%14%12%8%6%6%21%WHAT ITEMS WERE IN YOUR LAST ONLINE ORDER?fashionhealth options0therfitness or sporting goodsfood or drink productsbeauty productshouse or garden productselectronics or Electrical products8Consumers love the c

21、onvenience of online shopping.However,retailers must meet shopper expectations of a hassle-free path to purchase throughout the digital journey.Unexpected charges,coupons that dont work,and unavailability of preferred payment methods will cause shoppers to abandon carts quicklyas will a lack of trus

22、t in website security.Online merchants must be mindful of making charges,payment methods,and website security evident early in the buyer journey while ensuring promotional offers work seamlessly.Cart Abandonment9Website Security is Critical to ConversionA lack of trust and convenience are the bigges

23、t reasons shoppers abandon their carts in 2023.92%are likely or very likely to navigate away when they dont trust the sites security.This figure is followed closely by 87%leaving orders behind because the checkout process is too difficult and 78%due to poor returns processes.Do not trust the sites s

24、ecurity HOW LIKELY ARE YOU TO ABANDON CARTBASED ON THE FOLLOWING?got distractedno personalised offerwebsite doesnt remember meslow checkout processingno product reviewsrequired to register for an account before checking outcheckout processis too difficultpoor returns process41%13%45%45%42%41%46%27%2

25、8%42%24%31%42%25%30%41%22%35%40%24%32%41%23%29%44%25%28%45%25%26%47%22%26%50%14%39%39%12%39%40%13%39%41%11%50%29%9%55%27%9%55%28%11%54%23%11%53%25%53%27%9%16%17%19%36%37%36%22%25%45%43%42%71%67%202120222023very unlikelylikelyunlikelyvery likelyN/a10Unexpected Issues at Checkout Leave Shoppers Checke

26、d OutChallenges with charges,coupons,and payment methods are deterring shoppers from completing their purchases.97%of shoppers are likely or very likely to abandon their carts due to additional charges at the checkout.88%also say theyll discard orders when coupon codes dont work,and when their prefe

27、rred payment methods arent available.additional charges at checkoutwhen considering payment,how likely are you to abandon a cart based on the following?just wanted to check the totalNo coupon code ordiscount voucherpreferred payment isnot availablecoupon code does not work47%40%49%39%45%43%23%26%48%

28、23%26%49%20%27%51%16%43%36%50%32%46%37%25%43%43%26%30%45%42%71%46%45%71%67%202120222023very unlikelylikelyunlikelyvery likely11In 2023,consumers arent just cost-conscious about product price;theyre also sensitive to shipping charges.Our data reveals that nearly all shoppers will abandon their carts

29、when they believe delivery costs are too high.So,what do shoppers think is too much(and too long)for shipping?Most consumers say$5$10 and over will cause them to abandon cart for orders of small items.Large items,however,see opinions quite evenly divided.And while over a third of consumers arent det

30、erred by shipping times over five to seven days,one in five shoppers want shipments in two days or less.While retailers should look to minimise standard delivery charges,those offering additional options can recuperate those costs while appealing to a broader range of customers.For example,nearly ha

31、lf of shoppers will pay$20 extra for same-day or faster shipping services.Delivery Expectations12Avoid High Shipping Costs to Reduce Abandoned CartsShoppers are almost unanimously against excessive delivery charges.An incredible 97%of them are likely or very likely to abandon carts due to high shipp

32、ing costs.83%of consumers indicate leaving orders behind due to costs communicated too late in the shopping experience,and 70%also say its because the delivery method is too slow.Retailers should gain customer feedback about whether their shipping charges are fairor far from acceptable.high shipping

33、 costswhen considering delivery,how likely are you to abandon a cart based on the following?contactless pickup is not offeredclick and collect is not offeredno option to upgradespeed of deliverydelivery method is too slowcommunicating cost of delivery too late in the shopping experience 27%28%42%24%

34、29%44%21%28%49%22%56%19%60%21%61%22%56%23%55%27%52%17%17%58%19%16%57%17%18%60%44%45%47%15%17%16%19%42%40%36%80%81%78%202120222023very unlikelylikelyunlikelyvery likely13Shoppers Have Different Cost Expectations for Different-Sized Items$5$10 is the breaking point for consumers when it comes to small

35、 item delivery fees.A massive 69%also say theyll abandon their carts of small items that attract this charge.Heftier items like furniture and TVs have shopper opinions of fair delivery charges divided,almost in thirds.31%say up to a$50 cost will cause them to leave orders behind.35%say that figure i

36、s between$51100,and 34%say its over$100.FOR A SMALL ITEM,WHAT IS THE DELIVERY COSTTHAT WOULD CAUSE YOU TO ABANDON THE CART?for a large item,what is the delivery costthat would cause you to abandon the cart?7%$16-$2031%$1006%$16-$2028%$1008%$16-$2034%$10020212021202220222023202315%$11-$1513%$11-$1515

37、%$11-$1516%$0-$433%$0-$5011%$0-$435%$0-$508%$0-$431%$0-$5062%$5-$1036%$51-$10035%$51-$10038%$51-$10069%$5-$1069%$5-$1014How Fast is Fast Enough?Opinions about decent delivery times have shoppers divided.Over a third(34%)of consumers say long shipping times dont deter them from making an online purch

38、ase,though this figure has dropped 6%since last year.Five to seven business days is the limit for almost another third of shoppers,with 29%saying theyll consider purchasing elsewhere when wait times stretch beyond this point.The remaining 37%have varied expectations of how long they will wait.Althou

39、gh shoppers have become used to buying online and waiting for items to arrive,many still want the premium treatment.Online retailers should consider offering express options to capture the one in five shoppers wanting shipments in two days or less.WOULD YOU CONSIDER MAKING YOUR ONLINE PURCHASE ELSEW

40、HERE IF YOU DELIVERY TIME WAS MORE THAN THE FOLLOWING?20215%7%9%16%28%35%20223%5%8%15%29%40%20233%6%11%17%29%34%same daylonger shipping items wouldnt deter me from making a purchase5-7 business days3-5 business days2 business daysnext day15Speedy Delivery Comes at a Cost Which Most Shoppers Wont Pay

41、Although many shoppers want fast delivery options,many more are unwilling to pay for those choices.While half say they wont pay extra charges for special delivery services,47%will fork out an additional$20 for same-day or less than three-hour shipping services.A further 17%are happy to pay this amou

42、nt for next-day delivery.More specific delivery windows are becoming less desired,with 6pm8pm time slots,one to two hour windows,and weekend deliveries only catching6%of shoppers interest to pay morefor these services.WHICH OF THE FOLLOWING DELIVERY TIMES ARE YOU WILLING TO PAY$20 EXTRA FOR?202122%2

43、7%17%7%6%9%50%202218%26%15%5%5%7%55%202319%28%17%6%6%6%50%less than three hoursspecific 1-2 hour timeof my choosingwouldnt pay extra for a special delivery serviceafter hours(6pm-8pm)weekendnext daysame day16Order costs are top-of-mind for shoppers,and retailers offering free shipping as a loyalty r

44、eward can entice them to purchase.Discounts and points-for-products redemption are also favoured reward types.Additionally,convincing customers to join a rewards program requires a value-driven approach.To gain long-term loyalty,retailers should consider low joining costs and appealing rewards that

45、shoppers can quickly accrue.Loyalty Programs17Free Shipping is the Favourite for Loyalty Rewards CustomersShipping costs remain a top priority for shoppers,even when it comes to loyalty programs.An astounding 80%say free shipping is their most favoured reward from loyalty programs.Almost tied in sec

46、ond,third,and fourth places(between 56%57%)are the ability to redeem points for products,automatic discounts on all purchases,and cashing in points for discounts.20212022202378%77%80%free shipping38%32%33%early access to sales eventswhat are your favorite type of retailer loyalty program rewards?48%

47、41%40%express delivery14%12%11%longer returns period39%36%44%can redeem points for cash11%9%9%personalisation options49%44%45%free promotional products20%18%16%special members only services53%55%56%can redeem points for discounts22%19%20%members only competitions49%45%47%exclusive members only disco

48、unts22%17%17%exclusive members only events57%57%57%automatic discount on all purchases21%20%23%premium customer service56%60%56%can redeem points for products25%21%21%exclusive members only products18Make Your Rewards Programs Fast,Affordable,and FavourableShoppers looking at loyalty programs want t

49、o see appealing rewards,awarded quickly,and without high costs to join the program.64%of consumers say they will either stop using or refuse to join a retailers loyalty program when joining fees are too high.In addition,56%of shoppers say their cause for pause is when rewards take too long,and 52%sa

50、y its when the benefits are unappealing.The security of personal information has also seen a jump(8%higher)as a deciding factor since last year.WHICH ISSUES ARE MOST LIKELY TO PREVENT YOU FROM USING OR JOINING A LOYALTY PROGRAM?202163%62%61%42%27%21%13%11%202258%64%61%42%30%20%14%10%202364%56%52%50%

51、26%25%15%11%too expensive to jointoo much hassle to jointoo much hassle remembering my id when purchasingi am already a member of too many loyalty programstoo confusing to work out how to earn and redeem rewradsthe security of my personal informationthe rewards are not very appealingtakes too long t

52、o earn rewards19How can retailers keep shoppers engaged outside of their websites?Our data shows that contests and product giveaways keep them connected with your brand.However,dont ask customers to listen to your podcast;this is the least-liked engagement channel.When it comes to social media engag

53、ement,Meta(Facebook and Instagram)reigns supreme.Retailers should consider leveraging these channels to encourage online purchases.Engagement and Social Media20Contests and Giveaways Create Brand ConnectionsThe thrill of the win overwhelmingly helps consumers enjoy the overall brand or retailer expe

54、rience.When shoppers are not in buying mode,46%say their favourite reason for engaging with a brand or retailer is contests or product giveaways.On the flip side,a noticeable 34%say that podcasts are their least favourite reason.2023case studieslifestyle postsor imagesinterviewscontests orproduct gi

55、veawaysQ&Asstaff insightsSocialPostsPodcastsIN ORDER OF PRIORITY,HOW IMPORTANT DO YOU FIND THE FOLLOWING BRAND CONTENT OR ACTIVITIES?Least importantMost important21META STILL LEADS SOCIAL WITH FACEBOOK AND INSTAGRAMAcross social channels,Facebook still takes the crown for the platform shoppers are e

56、ngaging with the most(82%).Instagram takes second place(53%),with LinkedIn coming third(29%).Noticeable changes from last year include 4%increases for Instagram and TikTok,and a 4%decrease for Pinterest.WHICH OF THE FOLLOWING SOCIAL MEDIA PLATFORMS DO YOU ENGAGE WITH?202280%49%29%32%15%16%10%1%20238

57、2%53%29%28%19%18%8%2%facebooklinkedinsnapchatnoneother instagrampinteresttiktok22Meta Makes a Solid Case for Social Channels,but Many Are Still UnswayedUnsurprisingly,the social leader,Facebook,has encouraged 55%of shoppers to purchase online.And while Instagram and TikTok are rising influencers(31.

58、3%and 10.1%,respectively),31.6%of consumers say social media did not sway them.WHICH OF THE FOLLOWING SOCIAL PLATFORMS HAVE ENCOURAGED YOU TO MAKE A PURCHASE?202254.7%27.2%5.1%9.1%2.3%1.1%34.2%1.3%202355%31.3%10.1%7.9%2.6%2.3%31.6%1.6%facebooktiktoksnapchatnoneother instagrampinterestlinkedin23More

59、than ever before,todays brands must put consumers at the heart of everything they do.From offering the right incentives and payment options to managing delivery expectations and mitigating cart abandonment,brands must consider consumer preferences if they want to influence shoppers purchasing decisi

60、ons.BigCommerces advice:stay agile while focusing on the shopping behaviours that will have the greatest impact on your ecommerce business.We hope that by sharing our proprietary survey data,weve given brands the insights they need to adapt to current consumer trends and to start designing tomorrows retail experiences.CONCLUSION24More freedom.More sales.Less friction.Thats BigCommerce.REQUEST A DEMO TODAYLearn more at .au