Understanding evolving ecommerce expectations in EMEA

Here are some key findings from the survey, at-a-glance.

Despite the popularity of ecommerce shopping, many consumers still look forward to shopping in stores this holiday season with 9% of consumers planning to shop exclusively in person. Here's what's drawing consumers to stores this year:

• 34% like that availability is clear, and don't have to worry about backorders
• 27% appreciate the ability to get a raincheck for out-of-stock items
• 26% aren’t worried about items selling out immediately
• 26% felt online shopping didn’t feel like “real” shopping
• 27% feel confident about shopping and potential COVID-19 exposure
• 29% wanted digital help kiosks/price checking
• 37% want to use smart shopping carts to navigate through the aisles and easily find products
• 32% like to use QR codes to order products
• 78% plan to pay for their purchases using credit/debit cards
• 46% plan to pay with cash
• 24% plan to use their digital wallets

When asked what online shopping features they wished they could bring into a store with them, respondents said they’d like to be able to:

• 61% said they like to see self-checkout available
• 44% get free shipping or delivery
• 40% use promo codes/digital coupons
• 34% see where items are located in-store
• 32% reserve items in their cart
• 32% of respondents said they prefer having contactless checkout/payment

Online shopping continues to dominate, with Cyber Monday quickly becoming as much of a shopping tradition as Black Friday with 33% of participants planning to shop exclusively online. Here's what motivated consumers to shop online this holiday season:

• 61% avoid crowds
• 55% like being able to compare prices before buying
• 53% don't have to wait in lines
• 44% able to shop more than one store at a time
• 32% getting better deals online

• 24% say online shopping helps them budget and save money
• 28% in-store shopping is inconvenient 

Spending

• 12% plan to spend more money than in previous years
• 44% plan to spend about the same amount as previously
• 37% plan to spend less

Metaverse

• 13% plan to shop in the Metaverse this year
  • 68% plan to shop using their Metaverse avatar
  • 19% don't plan to use their Metaverse avatar for shopping
• 22% don’t plan to shop in the Metaverse this year 
• 26% said they don’t know what the Metaverse is
• 33% don’t use the Metaverse

Black Friday traditions

• 62% of people have participated in an in-person Black Friday sale within the past three years
• 28% consider in-store Black Friday shopping a tradition
  • 21% claimed in-store Black Friday shopping is less important to them now than pre-pandemic
  • 51% claimed it’s just as important
  • 14% believed it’s now more important
• 27% of respondents agree in-person Black Friday sales are exciting to them
• 38% disagree that Black Friday sales are exciting
• 19% admit a part of them miss the chaos of in-person Black Friday shopping each year
• 56% say they don't miss the chaos of in-person Black Friday shopping each year

Shopping experiences

• 21% say brand loyalty plays a part in their holiday shopping
• 47% believe online shopping experiences could be improved with customer feedback and testing
• 56% aren't familiar with the term "phygital"