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Online shoppers willing to pay more for green shipping, survey finds

DHL eCommerce Solutions

Over half (53%) of European ecommerce shoppers want retailers to become more sustainable including delivery and packaging, according to DHL’s Online Shopper Survey 2022.

Also, 58% of European shoppers are willing to wait longer for their delivery if it meant it was more sustainable, even if same or next day delivery was available. DHL said it is therefore worth paying attention to the sustainability goals and measures of the logistics service provider when choosing one.

“One of the key findings of our Online Shopper Survey 2022 is, that offering a great product at a low price is no longer enough to earn a loyal customer base,” said Henning Gaudszuhn, vice president customer experience at DHL eCommerce Solutions.

“Various aspects such as payment options, a trusted delivery partner and different delivery options, including green delivery, can turn a browser to a buyer. Our report provides valuable tips for online retailers who want to further expand their business and customer base.”

Furthermore, European shoppers have high expectations regarding seamless, convenient delivery and returns experiences. Offering the right delivery options is essential to attract customers and optimise conversion rates. Also, 93 % of European shoppers said that where they shop online is influenced by the delivery options offered at checkout. At least 75 % of consumers in Spain, Sweden and UK said they have abandoned a shopping cart because their preferred delivery option wasn’t available. In Austria, the number was even higher at 85%.

The logistics service provider also plays a crucial role with 41 % of European shoppers responding they won’t buy at all from an online store if they aren’t happy with the delivery provider offered. Gaining a trusted delivery partner also helped turn interested browsers into buyers and guaranteed customer satisfaction. While most want their purchases delivered directly to their homes, unattended deliveries to service stations and parcel lockers have become increasingly popular.

“By increasing the number of unattended deliveries, we can reduce up to 30 % of CO2 emissions in the last mile. Given our years of experience, we are able to strategically place Parcel Lockers and DHL ServicePoints to widely frequented places such as grocery stores and gyms,” added Gaudszuhn.

Returns also played a crucial role, DHL said. For some shoppers, having to pay for returns is a deal-breaker: around half of potential European customers would rule out buying from an ecommerce store if it didn’t offer free returns. To avoid contradictions with the demands for more sustainability, an efficient and sustainable return concept is just equally important as green delivery, the report stressed.

Additionally, 81% of shoppers would prefer a returns label to be included in their parcel rather than having to print one out themselves.

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