Polish view on e-commerce
Who is the Polish e-customer, what is his or her motivation when choosing an e-store? What discourages them from e-shopping? These and many more questions are answered in the most recent report on the Polish e-commerce prepared by Gemius for e-Commerce Polska.
According to the latest research on the Polish e-commerce, 46 per cent of internet users admit to occasional online shopping. The e-customers are mostly young, well-educated large-city dwellers of relatively good financial situation.
It turns out that the main factors behind the choice of one e-shop or another are the price (73 per cent of the researched mentioned this criterion as the decisive one when making a decision about a purchase), low delivery costs (60 per cent), as well as promotions and special offers (52 per cent).
"The most often mentioned reason for not buying online is still the safety of transaction, and even if such problems appear marginally, even a smallest incident of this type may have a very negative impact on the entire industry - says Mateusz Gordon".
On the other hand, the reason why internet users do not buy online is the need to have a closer look at the product before the purchase (for 55 per cent of internet users this the cause of their online shopping restraint). Among other anxieties related e-shopping are problems with the warranty (34 per cent), payment safety (30 per cent) and delivery concerns (28 per cent).
"The most often mentioned reason for not buying online is still the safety of transaction, and even if such problems appear marginally, even a smallest incident of this type may have a very negative impact on the entire industry" says Mateusz Gordon, e-commerce expert at Gemius.
The expert claims that there is still a vast potential for development of shops when it comes to informing the customers about their rights, but it is not about the terms and conditions of sale themselves. A message must be conveyed saying that the transaction is safe. "A good idea is to inform customers at each and every step of the purchase path on their right to return the goods, to create tabs with clear instructions explaining how to do it, simplify the procedures, provide courier services at lower fares or even cover the costs of such return delivery" adds Gordon.
The aim of the research described in the report titled “E-commerce in Poland 2014. Gemius for e-Commerce Polska” was to learn about the attitudes, habits and motivations related to online shopping. The work is a source of knowledge on the behaviour patterns connected e-shops in those who buy and those who don’t buy online, on awareness of e-commerce brands, motivation behind the choice of one e-store or another, the type of products bought and amounts of money spent in particular categories, e-shopping plans, sources of information concerning the products, the ROPO effect and preferences concerning payment methods.
The research quoted in the report was carried out with the use of the Computer Assisted Web Interview (CAWI) method between 26 February and 7 March 2014 on a representative sample of 1.5 thousand internet users aged 15+.