Home delivery is a key driver of growth for cross-border e-commerce

08 June, 2016

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Consumers will increasingly demand better service. Whether that’s free shipping, more delivery options or simply a wider range of goods to buy. Find out why home delivery is growing fast across Europe’s e-commerce markets.

As e-commerce continues to increase its share of the overall retail market, a close look at industry figures offers great insight into the underlying drivers behind this growth: not only increased broadband penetration, but also a shift in fundamental consumer beliefs. Confidence has replaced apprehension, and the bar for merchants has been raised.

Customers have higher expectations when it comes to how and when they want their goods delivered. In France for example, recent research shows that consumers are confident online shoppers and less fearful of online purchasing than other nations. They are also attracted by home delivery and other flexible delivery options.

From shorter lead times to delivery options with greater certainty and security, customers are demanding more from the e-commerce sector. According to a recent Barclays estimate, products ordered online generated just over one billion deliveries in 2013; by 2018, this number is expected to grow by 28.8% to 1.35 billion.

Getting it home

Home delivery is a key driver of growth for cross-border e-commerce. According to research conducted by Statista, 83 per cent of respondents chose home delivery when purchasing goods or services online in France during the first half of 2015 for example. Meanwhile, 66 per cent opted for delivery to a ‘pick up & go’ location and 26 per cent selected delivery in store.

Home delivery also tops the choice of delivery location preferences among e-shoppers elsewhere in Europe in countries including Germany, Italy, the Netherlands, Spain and the UK.

“Home delivery is crucial for retailers hoping to tap into the online consumer market in France, Europe and beyond...”

“More consumers want home delivery. But as they are not at home, they don’t want to sign for the item, just have it delivered” agrees Dominik Schaller, Asendia product manager. “More people are working, so there’s no-one at home during the day, which means many have to go to pick up an item at the nearest post office or pick up point if the delivery was not possible at first attempt. While the national post service has a dense network with lots of points, some networks don’t, so some people might find they have to drive 60km just to pick up a parcel which was not delivered by national post. And this is far from ideal.”

Home delivery is crucial for retailers hoping to tap into the online consumer market in France, Europe and beyond.


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