Residents of the Nordic countries made e-commerce purchases totaling more than SEK 218 billion in 2016. Behind these figures, six distinct types of online shoppers have been identified. Which of these are you?
During an average month in 2016, 62 percent of Nordic people aged 18 to 79 made a purchase online. So in what ways do we shop online? The methods are very varied, and depend on whether you like convenience, are spontaneous, have “nerdy” interests or are just busy with everyday life.
“Among the different types of online shoppers one can see that the ‘spontaneous’ category is clearly increasing. And considering that every third e-commerce purchase is now made from a cell phone, and this figure is expected to increase further, the ‘stressed’ category is also becoming an ever larger customer group for retailers,” says Retail Specialist at PostNord Sweden, Carin Blom.
Behind these statistics there are six distinct types of online shoppers. Which one are you?
Claire doesn’t have the energy to go to physical stores. There are so many people, such intrusive shop assistants and it gets so hot when one has a winter jacket on indoors and … yes, the list can get quite long. But sitting in front of the computer at home and buying what one knows one wants is just fine. A few clicks later, the goods are on their way, and Claire does not have to break into a sweat or experience the claustrophobia of shops.
Betty has the price comparison sites as her default start page and is well aware that e-commerce is like a great big bargain shop if one has the time to search around and knows how to do it. She is an expert at finding the best price for that vintage dress from Spain, the German table tennis racket or party shoes from China.
Harriet shops often and efficiently. Free returns are important for her because she often orders several different sizes and colors, and sends back those that do not fit. It’s just like going into the fitting room at a physical store, but doing it at home. Items that do not fit go back to the store and can be sold again, and those that remain are perfect. Win-win.
Peter is looking for the right brand, right feeling, and right specifications. He likes going to physical stores and checking things out, and choosing exactly what he wants before ordering it online. Peter is also interested in what happens after the purchase, such as whether he is offered a club loyalty scheme or maybe a few points that can be redeemed for cool things next time.
While just surfing aimlessly about, which quite often ends up in cat videos on YouTube, Spiros suddenly sees a must-have thing that he orders straight away. A few clicks later, the item is on its way to him and Spiros, who can also often spontaneously buy bookshelves from a furniture store when he only actually wanted to buy a candle, can happily continue surfing.
Sophie has young children, is a project manager both at work and at home and is active in her leisure time, so active in fact that shopping does not have a very high priority. Instead, she orders the most necessary things online, preferably from her cell phone during a rare calm moment at lunchtime or while waiting for the bus home.