Trends Report

Global Consumers' Online Shopping Behaviors

A Technographics® Global Snapshot Document

January 4th, 2011
With contributors:
Reineke Reitsma , Erica Sorensen


Across the globe, online shopping behaviors vary both by country and by the product category the consumer is looking to purchase. eCommerce channels should account for these two variables in order to maximize the customer's online shopping experience. For example, both Japan and South Korea have a high adoption of online shopping, consumers spend a significant amount of money online, and they are purchasing from multiple product categories. Europe's eCommerce uptake is led by the UK, where 75% of consumers have made an online purchase in the past three months. However, in general Europe has the lowest uptake of consumers who shop online, and the ones who do so concentrate their purchases on only a few categories. Organizations that sell in multiple countries need to understand the nuances with regard to online adoption rates, online shopping uptake, and consumer preferences — and then tailor their sites accordingly.

Want to read the full report?

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.