Pitney Bowes Research Shows Purchasing, Shipping and Communications Preferences Vary by Country

New global e-commerce research from Pitney Bowes Inc. reveals that one size does not fit all when it comes to consumers’ online shopping preferences around the world. While international shoppers share some characteristics, the survey reveals key differences among consumers in many countries. U.S. retailers looking to expand their businesses online to international markets should consider the unique consumer shopping behaviors and preferences in each country.

Commissioned by Pitney Bowes, the polling firm ORC International surveyed approximately 10,000 adults across 10 countries regarding shopping habits and preferences. Consumers were polled in Australia, Brazil, Canada, China, France, Germany, Japan, South Korea, the United Kingdom and the United States.

Online shopping is a truly global habit, according to the research. Overall, 93 percent of consumers polled have purchased products online, with 49 percent doing so during the last 30 days. Consumers in Germany, South Korea and the U.K. were the highest for making online product purchases (98 percent) followed closely by Japan (96 percent). In Canada, where online shopping is least prevalent, more than four out of five (82 percent) reported having bought goods online.

The survey also found that international shoppers want four basic things when purchasing products online: competitive prices (71 percent); a broad selection of products (42 percent); easy, intuitive checkout (35 percent); and low costs for shipping, duties and taxes (35 percent). Price of products was the most important consideration for purchasing products online in all 10 countries. However, other consumer preferences varied by country. For example:

• Ease and speed of the online checkout process was more important to consumers in Germany and South Korea (both 59 percent), but much less important in Japan (11 percent).

• French consumers were seven times more interested in the ability to track an order than Japanese consumers (37 percent versus 5 percent).