Half of consumers expect to make most online purchases via mobile in 2024

Quarter of Facebook and Instagram users purchase via the social media platform

Ede, November 13, 2019 - The share of mobile within online purchases will increase rapidly over the next five years. For example, about two thirds of online buyers now use their mobile to shop via the internet and half of this group expects that they will do most of their online purchases via a smartphone in five years' time. This is evident from the ShoppingTomorrow Consumer survey, which GfK conducted in collaboration with research platform ShoppingTomorrow.

The research shows that 94% of Dutch people aged 15 and older made an online purchase in the past year.¹ Of all these online buyers, 65% used his mobile phone when shopping online (compared to 55% in 2018). In addition, consumers expect that the role of the smartphone will only increase in the coming years: 47% of online buyers predicts that they will do most of their online purchases via a mobile phone in five years time (compared to 40% in 2018).

Growth in online purchases is leveling off

Whereas the online share of total spending has risen from 25% in 2018 to 27% in 2019, the consumer believes that this will increase to 38% in 2024. Consumers still expect online shopping to continue to grow over the next five years, although their predictions for online spending are in line with those of last year (37%).

If we look at the different product categories, we see that consumers expect a large growth in the online share within Telecom (from 43% in the first half year of 2019 to 58% in 2024) and Food / nearfood (from 6% to 20%).

Download the image with the online share in different product categories

New ways of online shopping

Regarding new ways to shop online, such as voice commerce, consumers are divided: A little more than half (53%) expects that a large part of the purchases will take place via the new technologies in 2024. This is also a challenge for the e-commerce world, since paying via voice is currently not legally permitted.

Social media is an emerging sales channel. For both Facebook and Instagram, about a quarter of all members of the relevant platform are already making purchases in this way. For example, 17% indicates that it has sometimes made a purchase via Facebook. This medium stands head and shoulders above the other social media; Instagram is only used by 6.6% for a purchase.

“Buying via Instagram is not yet very easy. Only when there is an own seamless check-out, will the sales via the platform grow. I think Instagram is perfect for impulse purchases, so I still expect a lot from that, ”says Inge Demoed, program manager ShoppingTomorrow.

Consumers want to be anonymous, but a personalized offer

Privacy remains a hot issue for consumers; 60% indicates that it does not want to be recognized. “77% from consumers always expect to receive a personalized offer when they shop online, but 67% from consumers do not want collected data to be used to personalize an offer. That presents retailers with a challenge, "says Inge Demoed. For 27% of the respondents, it is no problem if companies use data to show a personal offer.

Combination growing online and offline

Half of the consumers find it pleasant to alternate between physical and online store visits while shopping. However, when consumers want advice on certain products or services, they think a visit to a shop is the best way to get in touch with the seller (73% in 2019 compared to 58% in 2018).

Consumers expect physical retailers to do more with technologies, such as contactless payment via their smartphone and self-scan cash registers. "This is a trend that is already on the rise," says Inge Demoed. “More and more physical stores are embracing technologies to make it as easy as possible for consumers. An advantage for both consumers and the store. ”Consumers in stores find technology more efficient (46.4%) rather than fun (20.2%). In other words, they see it as part of a frictionless shopping experience rather than as a source of inspiration.

Download the full ShoppingTomorrow Consumer survey here

* Press releases submitted are not the responsibility of the editors *