Top products bought online*
Average online spend in the last three months**
Percentage of online shoppers buying
from online marketplaces***
Percentage of online shoppers who prefer home delivery, if they
have a choice
“Tracking would make me feel more
confi dent about online shopping”
Percentage of online shoppers using their mobile phone to shop
UK
Clothes, books and CDs, videos, audio £290 72%
e.g. Amazon, eBay 64% 74% 27%
India
Clothes, footwear, electrical goods and books
21,175(£239)
93% e.g. Flipkart, Amazon,
Snapdeal77% 87% 70%
Canada
Clothes, books, CDs, records, computer games and electrical goods
$378(£220)
72%e.g. Amazon, eBay 73% 80% 24%
Russia
Clothes, toiletries, makeup, electrical goods and books
16,678(£194)
55%e.g. Ozon, Ali Express,
Yandex56% 86% 28%
Japan
Food & drink, books, clothes, CDs, DVDs, computer games, toiletries and makeup
¥34,157(£252)
95%e.g. Rakuten, Amazon, Yahoo! Japan Shopping
78% 59% 20%
Italy
Books, clothes, electrical goods, footwear and holidays
€288(£242)
85%e.g. Amazon, eBay,
EPrice71% 85% 29%
China (2015)
Clothes, footwear, personal, electrical and books
¥3344(£375)
90%e.g. Alibaba Taobao,
Tmall50% 73% 70%
Australia (2015)
Clothes, books, holidays and travel
$370(£213)
77%e.g. eBay, Amazon,
Gumtree72% 80% 23%
USA (2015)
Clothes, books, toiletries and makeup
$284(£213)
80%e.g. Amazon, eBay,
Walmart84% 77% 32%
France (2015)
Clothes, books and footwear
€246(£207)
66%e.g. Amazon, eBay,
Leboncoin.fr66% 81% 14%
Germany (2015)
Clothes, books and healthcare products
€265(£223)
80%e.g. eBay, Amazon,
Rakuten78% 76% 20%
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Delivery Matters for international online shoppers
About this research: 1,500 online shoppers who had purchased items online in the last three months (other than groceries) completed a 15 minute online survey between 7-19 April 2016. Where 2015 is indicated, this research was conducted between 15 - 29 April 2015.
Royal Mail, the cruciform and all marks indicated with ® are registered trademarks of Royal Mail Group Ltd. Delivery Matters 2016 © Royal Mail Group Ltd 2016. All rights reserved.
*Mentioned by more than 20% of respondents. **Currency exchange rate to British Pounds as at 7 September 2016. ***Marketplaces listed are the top three cited by survey respondents.
Percentage of online shoppers who have bought an item from the
UK in the last three months
Top reasons reported for buying items from the UK
How online shoppers are
fi nding out about UK websites
(top response)
Top items quoted as being purchased from
the UK
Percentage of online shoppers
specifi cally searching for UK
retailers
Barriers to purchasing from
a UK website (top responses)
Delivery timeframe expectation from the UK
India52%
Only available in the UK. Good quality items. Genuine. Trusted brands
Word of mouth
Clothes, books, footwear, computer, laptop, tablet, electrical goods
50%Having to pay customs charges. Cost of international delivery. Fear of hidden charges. No returns policy
4-7days
Canada25%
Only available in the UK. Cheaper, good quality items. Trusted brands
Search engines
Clothes, books, CDs, records, footwear, computer software/hardware
32%
Having to pay customs charges. Cost of international delivery. Could get a better deal locally. Scared of hidden charges. No returns policy
8-11+days
Russia
28%Better quality. Like British brands. Genuine. Products aren’t available locally. Items are cheaper
Search enginesClothes, footwear, books, toiletries, makeup 26%
Cost of international delivery. Having to pay customs charges. Not able to view website in my own language. Could get a better deal locally. Fear of hidden charges
8-11+days
Japan23%
Item only available in the UK. Cheaper. Item sold out locally. Good quality items
Search engines
Books, CDs, tapes, records, clothes, food & drink, digital downloads
14%
Having to pay customs charges. Fear of hidden charges. Not able to view website in my own language. Cost of international delivery. Lack of trust/familiarity with the retailer
4-7days
Italy50%
Item cheaper. Item only available in the UK. Good quality. Genuine
Search engines
Clothes, books, footwear, CDs, tapes, records, electrical goods
34%Cost of international delivery. Customs charges. Fear of hidden charges. No returns policy
4-5days
China (2015)41%
Good quality. Genuine. Trusted brands
Search enginessClothes and healthcare products 60%
Expensive delivery costs. Not able to view website in my own language
4-7days
Australia (2015)35%
Item only available in the UK. Item cheaper. Good quality items
Good quality, genuine, trust brands
Clothes, books, CDs, videos, records 40%
Expensive delivery. Could get a better deal locally
6-11+days
USA (2015)21%
Only available in the UK. Genuine. Items cheaper from UK
Search enginesClothes, books, CDs, videos, records 41%
Expensive delivery costs. Having to pay customs charges. Scared of hidden charges. Put off by longer delivery time frames
4-7days
France (2015)26%
Only available in UK. Item cheaper. Good quality items
Search enginesClothes, footwear, sportswear, sports equipment 29%
Expensive delivery costs. Having to pay customs charges
4-7days
Germany (2015)20%
Only available in the UK. Cheaper from UK. Item sold out locally
Search enginesClothes, footwear, CDs, videos, records 33%
Have to pay customs charges. Scared of hidden charges
4-7days
International online shopping from the UK
Download the full reports at royalmail.com/deliverymatters