DHL has introduced the first installment of its global Online Shopper Trends Report 2024, shedding light on the behaviors and preferences of online shoppers.
The initial findings focus on trends shaping the e-commerce landscape, particularly in Sub-Saharan Africa (SSA). According to the report, social commerce is gaining traction, with 75% of online shoppers in SSA using their smartphones as the primary device for purchases.
App-Based Platform Popularity
Platforms like Shein and Temu are experiencing significant growth in SSA due to their extensive product ranges and affordable prices. Additionally, 71% of SSA shoppers prioritize knowing the delivery provider before making a purchase.
Addressing Shopper Preferences and Pain Points
“Our Online Shopper Trends Report seeks to understand how people shop online and what drives them to abandon their shopping carts,” stated Amadou Diallo, CEO of DHL Global Forwarding MEA. “High delivery costs, long delivery times, fees for returns, insufficient product information, and lack of product images are the main reasons for cart abandonment. By offering reliable delivery and returns, we can enhance the shopping experience and reduce frustration.”
The Role of Social Media and Smartphones
The report underscores the growing importance of social commerce, which allows users to buy products directly through platforms like Instagram and Facebook. Sales via social media are projected to soar to $2 trillion by 2025, up from an estimated $700 billion in 2024.
Smartphones dominate online shopping in SSA, with 75% of shoppers using them as their primary device. This trend necessitates a focus on mobile-friendly product presentation and online store design.
The Rise of App-Based Marketplaces
App-based marketplaces like Shein and Temu are thriving in SSA. Shein is particularly popular among South African shoppers, while Temu has gained a strong following in the UAE. These platforms offer a wide range of products through user-friendly mobile apps.
Importance of Delivery Services
Cost-conscious online shoppers demand affordable, flexible, and convenient delivery options. High delivery fees deter 60% of shoppers from completing their purchases. Additionally, 71% of SSA shoppers emphasize the importance of knowing the delivery provider before making a purchase, highlighting the need for transparency and trust in the delivery process.
