Episode 069 of Nominis discusses Croatian online consumer behavior, focusing on their preference for price and delivery speed. The conversation highlights the need for customer education and sustainable delivery options, and explores research methodologies in understanding online shopping trends.
In the new episode of Nominis podcast which we are producing in partnership with the Association of eCommerce Croatia, Vanja Šebek, head of digital marketing studies at the Algebra University College, provides a comprehensive analysis of the habits and preferences of Croatian online shoppers. The primary focus of Croatian online consumers is on price and delivery speed, often overlooking other aspects of the purchasing process. This calls for efforts to educate shoppers and encourage a shift in delivery preferences, highlighting the need for greater environmental awareness.
The conversation between Vanja and Marcel Majsan, the podcast host and president of eCommerce Hrvatska, delves into the methodology of their consumer research. They distinguish between representative and convenience samples. This study utilized convenience sampling by collaborating with Croatian online retailers who shared surveys with their newsletter subscribers. Over the years, the accumulated data from this research has become increasingly valuable in understanding and forecasting online shopping trends.
Significant insights from the research include a fourfold increase in daily online shoppers, attributed to incentives like free delivery and returns, and increased advertising presence across different media channels. However, there’s notable skepticism towards online card payments, with 64% of consumers preferring cash due to data theft concerns. The speakers highlight the need for ongoing consumer education to build trust in online transactions. They suggest that customers should verify webshops’ authenticity and read customer reviews to avoid scams.
It’s crucial for customers to verify webshops. In just a few clicks, they can easily check if the merchants are certified and read their customer reviews.
The conversation also touches on the importance of delivery services in enhancing online shopping trust and satisfaction, and the need to shift consumer preferences towards more eco-friendly delivery options like parcel lockers to reduce carbon footprint. Additionally, the discussion covers generational differences in shopping habits, the influence of livestream shopping events, and the role of influencers in shaping consumer decisions. The findings underscore the importance of continuous retailer research and customer engagement to improve business strategies and better understand consumer needs.
You can check the video recording of Nominis 069 on the official YouTube channel of eCommerce Croatia.