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Online shoppers demand flexibility

News, 05 March 2015

ATLANTA/RESTON: Online shoppers are highly flexible in their path to purchase journey, want more alternate delivery options and easily switch between channels, a new global survey has revealed.

The latest Pulse of the Online Shopper study, a survey of 19,000 frequent online shoppers in 14 countries, is released by global logistics firm UPS and comScore, the digital analysts.

It states that the modern online shopper, especially in Asia, wants alternative delivery locations and more payment options.

Close to half (45%) of Asian respondents – those living in China, Hong Kong, Japan, Singapore and South Korea – say they would prefer to have their online order delivered to locations other than their home.

A third (33%) of Asians want their order to be sent to a convenient local retail location while 27% expect same-day delivery and nearly half (48%) expect retailers to offer next-day delivery.

American online consumers place more emphasis on free shipping, the report found, and more than half (58%) say they purchase in order to qualify for the incentive.

More than four-fifths (83%) are willing to wait an additional two days for delivery as long as it is free while 68% say a free-returns policy is required for them to complete a sale.

Brazilians take a more relaxed approach to free shipping as over a third (38%) are prepared to wait 11 days or more for their international orders in order to qualify.

However, Brazilian consumers are the most advanced and social in their online shopping habits, the report said. More than half (56%) of their purchases are made online – more than any other market.

Furthermore, nearly two-thirds (64%) of Brazilians say their purchase decisions are influenced by reviews or posts on social media.

In Europe, consumers want a compelling online and in-store retail experience, but a majority (54%) prefers to make an in-store purchase. They also like the human touch with 61% saying they prefer to deal with a member of the sales team.

However, it is consumers in Mexico who make the highest percentage of in-store purchases which the report said is related to their concerns about fraud-related delivery.

Data sourced from comScore, UPS; additional content by Warc staff