Who is the most popular online shopper and what kind of goods are most popular?

Service Business

In recent years, online stores have made a sensation. More and more people limit their purchases to the Internet. There may be several reasons for this situation - people have become more lazy, do not have time for traditional shopping, follow trends from across the ocean, do not like walking in shopping malls, etc.

The reasons can be really different and mostly depends on personal preferences, but the fact is that people like to make their lives easier, so e-customers are coming and will continue to be. Therefore, an online store is a very good idea for a profitable business. However, before creating it, it is worth doing a little research - investigating who buys most frequently on the Internet, what kind of goods is most popular and what customers are found on the Internet.

To meet these questions, Loyalty Partner Polska commissioned PAYBACK Consumer Monitor research, the topic of which was internet consumerism: "The aim of the project was to obtain a full picture of Polish consumers, their habits and behaviors, and to distinguish groups of consumers with common characteristics regarding purchases, preferences and motivations. on the basis of lifestyle analysis, shopping preferences and selection of products and services, as well as behavior related to the use of modern technologies. The study was conducted on a group of adult Poles with their own income. The respondents were selected by means of a random selection used for Omnibus research ”(http://www.payback.pl/).

E-customer profiles

Research shows that every fourth person in Poland makes purchases over the Internet. The most common age range for e-customers is 18–45 years. A percentage of them are people between 26 and 35 years of age.

The Polish e-client is characterized by two adjectives: conscious and demanding. In addition, it is divided into two basic types:

  1. Modern e-client - most often young people, well-positioned financially:
    • dynamic with cash - for them the most important thing is the ability to do shopping quickly and conveniently; this subgenus includes mainly high-earning men aged 26–45; they most often buy RTV / household appliances and medicines;
    • elegant with class - for them the quality of the goods is the most important; as this mostly affects young businesswomen aged 18-35, elegant clothes and shoes are the most frequently purchased items;
    • life optimists - these are people who simply like to shop on the Internet; whereas most of them are singles, they can be easily classified as people who enjoy comfort and spending time at the computer, and are therefore the most frequent buyers of high-quality electronics / household appliances; their age range is 18–45 years.
  2. Conservative e-client - among them there are mainly elderly people who are "at odds" with technical innovations and, among others, shopping online and less affluent people who simply cannot afford a permanent Internet connection:
    • practical conformists - these are people who use the benefits of e-shopping the least frequently; in extreme cases, when they are leaning against the wall and have to do online shopping, they choose well-known and proven products, i.e. most often home electronics / household appliances; such suspicious persons pay particular attention to the warranty period; they are mainly people over 45, with lower incomes;
    • thrifty with aspirations - women over 36, following the latest fashion trends, want to have what others have, which is why they most often buy clothes and shoes; very often they wait for special occasions;
    • traditional homeowners - they buy online only when they have to, most often using promotions and sales, as much as 85 percent. of them purchase RTV / household appliances, and 65 percent. clothing and footwear; Interestingly, this group includes women over 46, often widows.

It may be interesting that men shop online more often - 29 percent. and not women - 22 percent Nevertheless, women love e-shopping, they just buy in a slightly different way. A man enters the Internet for a specific purpose - he wants to buy this and not another thing. Alternatively, he can do a little research, where is the cheapest and where the promotions are, but he knows exactly what he wants. He buys what he had to buy and leaves the Internet. On the other hand, a woman can spend hours browsing a variety of offers that have long departed from her target visit to the Internet. They also often buy something completely different from what they intended at the very beginning.

In addition, a modern woman is usually a businesswoman who simply wants to save time by buying online, and the fact that she will enjoy it at the same time is just an additional plus.

When creating your own online store, it is worth choosing women as a target, because they do not limit their purchases to one type of product. However, by the way, we must remember that a woman is a more demanding and cranky client. Maybe that's why men shop online more often, because in their case they make purchases at all. A guy goes online to buy something and buys it, while a woman can change her mind a thousand times.

What's more, women pay attention to the appearance of the website - if it is, for example, too dark or too pink, has too few flowers or, on the contrary, too many - they immediately give up shopping, because they are aesthetes attached to details. And there is also the issue of traditional shopping and the possibility of trying on, touching and smelling the goods - women do not like buying a pig in a poke. For a man, however, one fact is important - the product is the same as in a traditional store, but cheaper.

What's the take?

The analysis of the above-mentioned studies clearly shows that the most frequently purchased item on the Internet is home appliances / household appliances - 44 percent. and clothing and footwear - 41 percent At the same time, consumer electronics / household appliances are more often bought by men - 52%, while clothes and shoes are bought more often by women - 59%.

The possibility of purchasing everyday items via the Internet is also a great help for Poles. Traditional stores, such as Alma, after introducing e-shopping to their offer, even recorded a 100% increase in turnover.

On the other hand, drugs are the least purchased items.

An online store, considering its significant increase in popularity within two years, is certainly a good business idea. And although online shopping is still a privilege of wealthy and educated people - the so-called buying smart, e-shops are becoming more and more popular, even in conservative circles.

By analyzing the best target, and thus also the assortment, we can break down really good coconuts. People, driven by the convenience and wealth of goods available on the Web, will buy and buy. Especially in a world where every moment of saved time becomes worth its weight in gold.

However, it must be remembered that opening an e-shop and its success do not only depend on the choice of the type of e-customer and the assortment. There are many factors that contribute to success, including appropriate financial resources, good marketing, selection of appropriate suppliers or distribution systems, software, etc.