Online Consumer Behavior: Key Figures to Remember in 2021

Between Black Friday and Christmas, the end of the year has become a key period for e-commerce. In collaboration with YouGov, we investigated the online shopping behavior of consumers during the "peak season." Here are the key figures to remember.

Post-Purchase Experiences Still Fraught with Pitfalls

In the last few months, 57% of online consumers say they received one of their packages on time. While this may seem positive at first glance, the customer experience is far from perfect:

• 35% received a package at least one day late
• 28% noted damaged packaging or item upon arrival
• 22% say they have never been delivered at all
• 10% even had their packages stolen

These incidents are often beyond the control of brands because they delegate this stage of the customer journey to third parties. By taking back control of this operational phase and communication, brands have the opportunity to ensure their customers a worthy experience.

Online Consumers Increasingly Sensitive to the Environment

Consumers are increasingly sensitive to environmental and sustainable development issues:

• 50% received an item in a box they felt was larger than necessary
• 30% received items with many extra pieces of excess packaging
• 20% would find it useful to receive information on recycling or sustainability programs

The Human Touch at the Heart of Post-Purchase

38% of respondents have contacted customer service to remedy a delivery problem. 51% say they would like to receive clear contact information in the event of problems. The human element remains at the heart of consumer needs -- especially when making purchases alone in front of a screen.

The Impact of Shipping and Delivery

Online consumers are becoming more demanding about the quality of their post-purchase experience. Delivery quality is becoming a real buying criterion. It is in the best interest of brands to strengthen their post-purchase experience to stand out from competitors and build customer loyalty.