With over 100+ sessions, 325+ speakers and 5000+ attendees, this event weighed in as a huge contributor of fresh and groundbreaking e-Commerce conversations. With a main focus on how consumers discover, shop and buy inside the retail and e-Commerce space, the Shoptalk narrative shared insights directly from the companies on the front lines of defining customer engagement.

Utilizing customer engagement as a tool to starting a conversation

One of the largest themes taken from sessions at Shoptalk this year was the importance for companies to open and maintain a constant “conversation” with their e-commerce consumers. Whether a brick and mortar retail store, e-tailer, or mobile application – personal marketing has always been a reliable way for companies to “converse” with their customers on an individual level and influence their purchasing decisions. Continued success in this area will be dependent on using these same practices in new and inspiring ways! For example, many companies at Shoptalk insisted on using all the customer data at your disposal to create personalized touch to everything they possibly can. The days of providing a blanket advertisement that may or may not be absorbed by the customer are dying. It’s about personalization with a purpose to create utility at the same time as marketing. This allows for consumers to receive valuable information while driving ongoing engagement and repeat business.

Delivery continues to have key influence on the overall customer experience

Shoptalk entrance

Photo: Direct Link

With regards to the final mile of fulfillment especially, several of Shoptalk’s speakers agreed that consumer expectations are very high when it comes to the topic of delivery. Consumers are looking to retailers to make it simple, make it easy and make it happen as promised! Some e-tailers, such as Elliot Shmukler from Instacart – a grocery delivery service, have attempted to accomplish this feat on their own and end up relying on a product mark-up to cover their delivery costs. Instead, as he suggests, pairing with a trusted delivery provider is the ticket to overcoming challenges and providing a premier experience for the customer.

And this was something that many of the companies in the various sessions dove into, shaping the overall important customer experience and new evolutions in the last mile of delivery.

Austin Whittenberger, Sales, Direct Link USA

For the ninth consecutive year, PostNord has commissioned a comprehensive study on the Nordic e-commerce market. The latest “E-commerce in the Nordics 2017” report has just been published and can now be ordered.

Purchases from foreign markets rising steadily

E-commerce is constantly getting more global which this study also reflects. More than one third of the Nordic e-consumers shops from abroad on a monthly basis. The Finns are the keenest cross-border shoppers with 46% making purchases from foreign websites each month. Britain and China are the most favored markets to buy from, followed by Germany, the US and Sweden. Top three categories being bought from abroad are Fashion, Home electronics and Media products.

Delivery – freedom of choice important to Nordic consumers

E-commerce in the Nordics report 2017As e-commerce is, from a general perspective, getting more mature, also consumers are becoming more demanding when it comes to expected service levels. Delivery is such an example of online consumers having high expectations. Between the Nordic countries, there are both differences and similarities concerning how people want the deliveries to take place. To have goods delivered directly to the mail box is a popular option in Finland, Norway and Sweden. Danes stand out when it comes to home deliveries, while a popular alternative in Sweden is to pick up goods at a convenient service point. Four out of five Nordic online consumers state that freedom of choice in delivery is one of the most important features in connection with e-commerce.

Relatively low number of returns from Nordic consumers

Compared to some countries in central Europe, the Nordic online consumers in general makes fewer returns. The highest return rate is found in Finland where 14% of online shoppers returned an item. Norway has the lowest rate with 8%, and in Denmark and Sweden the numbers are 10% and 11%, respectively.

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About the report

The report is based on consumer research performed monthly in Sweden, Denmark, Norway and Finland. A total of 89 000 respondents participated. The study found that Nordic online consumers were buying physical goods at a total value of €21.9 bn during 2016. Swedish consumers spend the most with a total of €8.5 bn, while Norwegian online consumers have the highest average spending at €173.

Olof Källgren, Market Information Manager, Direct Link