Submitted press release
42% of Dutch consumers have sometimes shopped via Asian web shops
Ede, November 15, 2017
It is no secret that the Dutch e-commerce sector has been on the rise for some time and is showing impressive growth figures. In the meantime, almost 90% of the Dutch sometimes buy something online, an online buyer spends an average of € 757 at webshops in the first half of 2017 and 23% of all consumer spending on products and services  is spent online. Over the next five years, Dutch consumers only expect to spend more online. It is striking that he will use his mobile more often for this, and that he will more often go abroad to buy at foreign web shops. This is evident from the ShoppingTomorrow Consumer survey that GfK conducted on behalf of ShoppingTomorrow among a representative sample of more than 5,000 Dutch people.
At present, Dutch people spend 23% of their total spending on products and services1 out via web shops. Dutch consumers expect this to rise to 35% in five years. Young people (15-34 years) even expect to spend 43% of their spending on online parties in 2022. The Dutch also predict that their online spending on food / near-food and health & beauty products will take a considerable flight. These product categories are currently among the least mature online markets, but consumers foresee a (more than) double the importance of online within these product fields (in terms of online share in spending).
The online share of food / near-food products, which also includes daily shopping, is even evolving from 3% now to 18% in 2022, according to consumers. The most frequently cited reason for consumers not to do online shopping (yet) is because of the wide range of supermarkets in the vicinity, which means that they see no need to buy online. Also, the fact that consumers want to choose fresh products themselves, and therefore do not want to leave it to an online supermarket employee, is for almost half of the Dutch people a reason not to do their shopping online. Finally, high delivery costs are also a reason for not ordering groceries online (21%).
Mobile as a driver of online growth
The number of mobile shopping trips has increased rapidly in recent years. Whereas there were only 3.8 million in the first half of 2016, the number of mobile shopping trips in HY1 2017 increased to 10.6 million.1 Mobile commerce is therefore one of the drivers behind the growth of the online channel. Of all online buyers, almost half (47%) say they sometimes buy something with a mobile phone. This percentage is already 70% in the 15-34 age group. Mobile shoppers often use a combination of mobile websites and apps for shopping. Two thirds of this group buys both via mobile websites and via apps from web stores, 22% only uses mobile websites and 14% only purchases via apps on their mobile phone.
The future of mobile shopping also looks bright. More than a third of Dutch online shoppers expect to make the majority of their online purchases via their smartphone in five years' time. Among young people, even 52% expects their mobile to be their most important online shopping device within five years.
Nevertheless, there are also major challenges in the field of mobile commerce, in particular in the field of improvements regarding ease of use and content display. At present, the lack of clear photos is the main reason for mobile buyers to drop out when buying via a mobile website (40%). Also entering personal data on the mobile (37%) and browsing / surfing on mobile website (33%) are experienced as awkward. Consumers who currently do not purchase at all via their mobile also see this as the main reasons for not using their mobile for this.
Asia is becoming increasingly popular
At the same time, we see that Dutch people are increasingly buying via foreign web shops. Asia is particularly popular. In 2015, 24% of Dutch consumers sometimes bought something from Asian web shops, in 2017 that percentage rose to a whopping 42%. Young people are also leaders in this area; 56% of 15-34 year-olds and 49% of 35-49 year-olds sometimes shop via Asian web stores. Dutch consumers are becoming increasingly familiar with the possibility of shopping via Asian web shops. In 2015, the most frequently cited reason for not shopping through Asian web shops was the fact that the possibility had not been considered at all. Now the lack of confidence in the product quality that Asian webshops offer is the most frequently cited reason for not ordering there (33%). Dutch consumers also often find it easier to simply order via a Dutch website (32%). Despite this, a quarter of the current non-buyers expect to put their objections aside within five years and be tempted to place an order in Asia. Source: GfK Thuiswinkel Markt Monitor, period January - June 2017, in accordance with definitions used in the Thuiswinkel Markt Monitor
ShoppingTomorrow is the digital commerce platform for all e-commerce professionals. We jointly explore, investigate and contribute to the transformation of B2C and B2B retail. What do future developments in the field of business models, customer journey, technology, etc. mean for employees, companies and the Netherlands? The research platform was initiated by Thuiswinkel.org in 2013 and is now supported by 20+ Dutch industry and interest groups. For more information, go to the website.
GfK offers reliable market and consumer information so that customers can make better decisions. More than 13,000 market research experts worldwide combine their passion with GfK's many years of research experience. This makes GfK able to link global insights to local market information from more than 100 countries. By using innovative technologies, GfK converts big data into smart data. This allows our customers to improve their competitive advantage and gain more insight into the choices and experiences of their consumers.