Isn’t that what all the owners of an online business or eCommerce want? Understand online customer behavior to anticipate their needs and desires, to offer them exactly what they want and in the way that interests them most. And for this, hundreds of studies are done every year, analyzing each data that gives clues to how the online market will evolve and the way online customers buy.
And, precisely because of this, the first and main step in understanding the behavior of the online customer is to keep updated on the data and statistical results that are published, in order to adapt quickly to the changes or even get ahead of them. Let’s see, for starters, the most recent data on online customer buying trends in Spain.
Online customer purchase trends in Spain
Expenditure by sector
The sectors that consumers prefer to buy online are, in order by volume of spending from highest to lowest: entertainment and culture, travel, technology and communication, fashion, food, home, footwear, sports, perfumery…
If we talk about marketplaces, things change and this is the descending order: mobile devices, appliances and technology, bicycles, home and sports.
Expenditure by time of year
During the last 4 years online spending has risen at a good pace with hardly any falls. However, there is a clear four-month trend that is repeated almost every year: spending falls the first four-month period and undertakes a notable rise later that continues until the end of the year. Logical if we consider that these falls correspond to the post-Christmas time.
Today, 7 out of 10 Spanish Internet users buy online (20.3 million people). The majority of online shoppers are between 35 and 45 years old on average and are divided between almost 50% men and women. However, in the case of women, their age range changes to that of 45 to 54 years.
But it must be remembered that this does not mean that these are the people who most commonly buy online, since this characteristic corresponds to the age range of 16-24 first and second to that of 25-34.
Time and purchase device
In Spain, it is bought online especially through the computer (85%) and the smartphone (53%), which grows at the expense of the computer compared to previous years, confirming that this format must be taken into account more than ever.
Regarding the time of purchase, within the month there are no differences, but within the week, most online purchases are made between Monday and Wednesday. Regarding the schedule, the time slot that stands out is between 10 am and 12 noon in the morning, followed closely by 4 pm. This means that a large majority of online shoppers do it from their jobs and during the workday.
Talking about the motivation now, 85% of online purchases are motivated by deals that can only be found on the internet, 83% for convenience, another 83% for ease, 81% for finding a greater variety of products, 74% for saving time and 72% for being cheaper than in physical stores.
What is most valued in an online purchase
Starting from the fact that today there are countless online stores with a very similar offer, differentiating is the only way to stand out from the competition. That is why it is important to know what details customers value most and these are, in descending order: free shipping, have a variety of payment methods, receive an estimated or guaranteed delivery date, know the shipping costs from the first moment and know the delivery date from the beginning of the purchase process.
Types of online shoppers
It’s also interesting knowing the types of online customers that exist, to identify which correspond to our target audience and always keep in mind their preferences when making decisions about changes in the online store or marketing strategies:
They are the type of customers that every online store wants to increase and that accounts for the majority of revenue. Obviously this type of client can only exist in a type of business that sells products or services of regular consumption, but when it is the case, it is certainly worth investing in keeping them loyal and in increasing their proportion to the rest of customers. To do this, sending informative mailings with sales regularly will be a good strategy, but also ask for their opinions through surveys and social networks to make the necessary changes and incorporate the products that will satisfy them most.
They are those who make comparisons between online and physical stores before making any decision and end up opting for the option that has a lower price. They also tend to make more returns than other customers, so it is important to offer all the relevant information from the beginning, as well as a careful and efficient customer service.
They don’t have a very specific or compelling purchase need, but they get carried away by what catches their attention. Impulsive customers are very interesting for eCommerce that sell products and services that can be purchased on a “whim” basis. To make the most of it and get a lot of sales on impulse, it is important to offer attractive, complete product listings with a purchase process as short as possible.
Unlike the previous ones, these customers are looking for a specific product or service they need. Even if they are not as fussy as demanding customers, if they don’t find what they are looking for they will hardly return to your eCommerce in the future. To take advantage of the visits of this type of customers it is important to have an intuitive website with easy navigation between products. Some tricks that are useful are to include related products within the product page and a search engine that works perfectly.
With all this information it is already easy to get an idea of what target audience is like and how to focus the marketing strategies in each type of business. In addition, from PaynoPain we can help eCommerce to improve its conversion and productivity ratio with our payment gateway, which has a variety of payment methods, integrates perfectly within the same website and allows a fast and efficient purchase process.
If you want to improve sales, without a doubt switching to our payment gateway is an essential first step. Find out more and without obligation through this form.
Sources: Statista.com, IABSpain.es, Thebalancesmb.com