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European Stores Rue Failure to Reduce Price of Delivery
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European Stores Rue Failure to Reduce Price of Delivery

A fresh batch of e-commerce insight from yStats.com shows that consumers in several key markets across Europe would prefer to see cheaper, rather than quicker delivery for their items.

The “Europe B2C E-Commerce Delivery 2014” report indicates that both cost and convenience are continuing to influence buyers across the continent, with the price of delivery being subject to considerable focus.

Findings from the report are based on a collection of various sources from across Europe and are used by retailers to establish key trends in their respective markets.

Cheaper rates beating shorter times

In the study, shoppers in Central Europe were found to be looking for rock-bottom rates on posting items, even if it meant waiting longer for them to arrive.

The research shows that two-thirds of shoppers in Germany, Switzerland and Austria now expect to see free delivery offered on their future purchases but are happy to wait two to three days for them to be sent through.

Free delivery is now one of the main considerations for shoppers in Western Europe. This is especially the case for the UK, where customers are able to receive their products within rapid delivery times.

A relaxed attitude towards delivery times is also apparent in Eastern European nations such as Russia, where half of consumers are accepting difficulties with logistics and are content with waiting up to a week for their orders to arrive.

Retailers ignore demands

Such findings do however come a little too late for e-retailers across the continent, many of whom have decided to focus on reducing delivery times rather than delivery costs.

German merchants have worked hard to ensure that customers can expect to receive same-day delivery when they shop online. Although with high delivery costs now becoming a main reason for shopping cart abandonment in the country, more emphasis on driving down prices may be the best cause of action.

The same applies in Poland, where the majority of shoppers are waiting just two days for their goods to arrive, but over half believe the cost of delivery is too high.

One of very few countries to buck the trend is Turkey, where over half of customers will choose to shop with a particular store if they can offer rapid delivery. The Netherlands is another country witnessing growth in customers expecting to see faster delivery times, although these nations are very much in the minority.

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Richard Towey

Richard Towey

Richard serves as head of content at PerformanceIN. After many years spent covering developments from the automotive, sports, travel and finance sectors, he eventually turned his full attention to reporting on stories from the fast-evolving world of digital marketing. Richard now heads up the editorial team at PerformanceIN: the performance marketing industry's leading publication.  

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