The results of the e-commerce report for 2022 have recently become available. The entire study was carried out using CAWI (Computer-Assisted Web Interview) surveys on an online panel. The analysis covered interviews with 1,559 internet users aged 15 and over. Gender, age and education were taken into account, as well as other variables related to broadly understood lifestyle.
Buyers
The survey in the e-commerce report shows that people shopping online account for as much as 77% of internet users. Importantly, the last two studies took place during both the pandemic and the lockdowns. This certainly had a significant impact on the growth of online buyers. The fact that the share of online consumers is so large applies to all groups of internet users.
It can be noted, however, that online shoppers are more often residents of large cities and people with higher education. This group also includes people who rate their household's financial situation well. Women also make up a slight majority of buyers (52% women to 48% men). All respondents consistently have a very good opinion of online shopping, and compared to the previous study it has slightly improved. Interestingly, online shopping has a positive image not only among people who buy online. People who do not shop online share that opinion as well.
Online behavior
As mentioned above, shopping online consistently enjoys a good image among buyers. For the first time in the study, greater choice was rated higher than convenience and simplicity. Compared to the previous study, the results did not improve very significantly in any dimension. However, positive trends are visible for greater choice, ease of making purchases and low time requirements.
75% of respondents declared that they shop on websites from Poland. Most of these buyers are people with secondary and higher education, with higher household income, and people living in large cities.
32% of respondents buy on foreign sites, a similar number to last year. These buyers are much more often people from the youngest surveyed groups (15-24 years old) and those aged 35-49. They are more often buyers with higher education who declare a household income above €2,200 per month and live in the largest cities.
24% of buyers declare purchasing via social media. The main platform used for this type of shopping is Facebook.
E-commerce report - buyer motivations
The most important factors motivating buyers are round-the-clock availability and convenience, understood as not having to travel to a brick-and-mortar store. The third factor is pricing, which is perceived as more attractive than in physical stores. Further down, buyers pointed to unlimited time for choosing products, easy comparison of available offers and a much wider assortment.
Lower delivery costs and lower prices are also motivators for more frequent online shopping, followed by discounts for online buyers and additional promo codes. 30% of respondents also pointed to faster delivery.
When asked about problems encountered while shopping online, respondents pointed to long delivery times. They also mentioned intrusive ads for previously viewed products, as well as high delivery costs. It is also worth noting that only 3 in 10 respondents encountered no inconvenience at all during the purchasing process.
Delivery
When it comes to delivery, respondents consistently prefer delivery to parcel lockers. Courier companies come only next. The ability to choose between different delivery methods is also motivating. Particularly encouraging are delivery with free carry-in service and same-day express home delivery.
As many as 85% of respondents declared that delivery within 12 hours encourages them to shop online more often. Free delivery is an additional motivator, and the higher the order value, the more often free delivery is expected. Respondents also noted that the most environmentally friendly form of delivery is the parcel machine, i.e. parcel lockers.
Payments
The vast majority, 70% of online buyers, declare that they prefer paying via fast payment services. At the same time, the position of mobile payments is strengthening. These are declared by 58% of respondents.
Among the youngest respondents, mobile payments are more popular than fast transfers via payment services.
The least popular are mobile payments via SMS, QR codes and installment payments.
E-commerce report - choosing services, platforms and stores
Customers declare that the 3 most important factors when choosing an online store or shopping service are: an attractive product price, low delivery costs and positive buyer experiences. These elements have topped the list for several years now. Importantly, these aspects are shared across all surveyed groups, regardless of age or gender. Respondents aged 15-24 pay attention more often to an attractive website design and promo codes.
Newly visited stores build their credibility in customers' eyes through reviews, as well as cash-on-delivery options and clear information about returns and complaints. The last item is of key importance to the surveyed women. People in the 15-24 age group more often trust a nice, clear product presentation and the store's visual design.
