DigitasLBi’s Connected Commerce 2016 study reveals latest global shopping trends

DigitasLBi’s Connected Commerce 2016 study reveals latest global shopping trends


Brussels – 11th August 2016 – Global marketing and technology agency DigitasLBi has today announced the findings of its 2016 Connected Commerce study, which reveals the latest retail trends in 15 countries: Australia, Belgium, China, Denmark, France, Germany, Hong Kong, India, Italy, the Netherlands, Singapore, Spain, Sweden, the UK and the USA.

The global study, which was developed and led by DigitasLBi in France, focusses on the behaviours of consumers who have bought something online in the last 30 days and also includes insights garnered via DigitasLBi’s proprietary IDIOM data platform.


Impatience is a virtue 
20% of shoppers from Belgium expect products bought online to be delivered within one day. Consumers from the Netherlands are the most impatient, with 38% expecting delivery within a day, while Danish customers are the most relaxed (7%).

Second opinion
69% of online shoppers in Belgium look for other shoppers’ opinions online before making a purchase. This behaviour is most prevalent in Asia, with consumers in China (95%), Hong Kong (89%), India (89%) and Singapore (88%) most likely to look for opinions before buying.

Friends and family
42% of consumers in Belgium consult friends and family before buying online. German consumers are most likely to pay attention to the opinions of their friends and family (44%) while Italians are least likely (22%).

Death of a salesman
Only 13% of shoppers in Belgium say that the expertise of salespeople is the factor that is most likely to make them shop in-store rather than online, compared to 37% who say that the ability to test products is the main draw. The salesperson’s craft is most valued in Denmark, with 18.6% saying it is the factor which is most likely to make them shop in-store, and least valued in the US (5.3%).

Location, location, location 
The study reveals the categories of items that people in Belgium are most likely to shop for in the living room, with fashion, food and home improvement products the most popular (about 75%). Italians are more likely than any other nation to shop in the kitchen, with 24% shopping for food in the kitchen and 23% shopping for household items.

16% of consumers in Belgium have adopted wearable devices. Chinese and Indian are most likely to use a wearable (both 48%) while citizens from the Netherlands are least likely (11%).

Other findings*

  • In France, 50% of Sarenza customers who visited the kids’ shoe section also visited the women’s shoe section
  • In the UK, 73% of Expedia customers who visited the package holiday section also visited the hotel section
  • In Germany, 62% of Otto customers who visited the cycle and scooter sections also visited the multimedia section
  • In Belgium 22,5% of fashion purchases by 18-24 years old shoppers are done in their bed.

Fern Miller, Chief Marketing Officer, International at DigitasLBi said: “Connected Commerce 2016 shows us the wider context of shoppers’  decision making, in-store, online, and beyond. Whether it’s browsing for fashion in bed or shopping with a wearable, our customers are finding new ways to choose the things they want, and by looking at a connected view of the sales journey, smart brands can find ways to improve their service and ultimately, their performance."

José Fernandez, Managing Director DigitasLBi Belgium :  "For the third year in a row, we are conducting the Connected Commerce Survey for the Belgian market which allows our agency and our clients and partners grabbing significant insights on the way digital influences today all the milestones of the customer journey in a major way. Our findings evidence the urgent need for brands to integrate mobile further into the customer journey and to enhance and facilitate social behaviour during the shopping experience”.

Other important statistics:

  • 20% of shoppers in Belgium expect items they’ve bought to be delivered in one day.
  • 69% of shoppers in Belgium look for other shoppers’ opinions online before making a purchase
  • 42% of shoppers in Belgium consult friends and family before making a purchase
  • 13% of shoppers in Belgium see sales’ advisers expertise as the key benefit as shopping in-store
  • 16% of shoppers in Belgium have used a wearable device to shop  

 More information and survey download : www.digitaslbi.com/connectedcommerce2016

Study created by DigitasLBi in France, with survey led by IFOP
Sample: 1,000 people recruited online, representing an age range of 18-64, according to quotas (sex, age, salary or social profile, area and professional status).
Study carried out via an online questionnaire between 04/05/16 and 23/05/16.
* Additional insights taken from DigitasLBi’s IDIOM data platform.

For more information:

José Fernandez
+32 (0)477 95 02 43

Julia Conroy
+44 (0) 20 7063 6465