DigitasLBi ’ Connected Commerce 2016 study reveals latest global shopping trends

London, United Kingdom

Global marketing and technology agency DigitasLBi has today announced the findings of its 2016 Connected Commerce study, which reveals the latest retail trends in 15 countries: Australia, Belgium, China, Denmark, France, Germany, Hong Kong, India, Italy, the Netherlands, Singapore, Spain, Sweden, the UK and the USA.

The global study, which was developed and led by DigitasLBi in France, focusses on the behaviours of consumers who have bought something online in the last 30 days and also includes insights garnered via DigitasLBi’s proprietary IDIOM data platform.


Impatience is a virtue 

18% of shoppers worldwide expect products bought online to be delivered within one day. Consumers from the Netherlands are the most impatient, with 38% expecting delivery within a day, while Danish customers are the most relaxed (7%). 

Second opinion

78% of online shoppers globally look for other shoppers’ opinions online before making a purchase. This behaviour is most prevalent in Asia, with consumers in China (95%), Hong Kong (89%), India (89%) and Singapore (88%) most likely to look for opinions before buying.

Friends and family

35% of consumers consult friends and family before buying online. German consumers are most likely to pay attention to the opinions of their friends and family (44%) while Italians are least likely (22%). 

Death of a salesman

Only 10% of shoppers globally say that the expertise of salespeople is the factor that is most likely to make them shop in-store rather than online, compared to 38% who say that the ability to test products is the main draw. The salesperson’s craft is most valued in Denmark, with 19% saying it is the factor which is most likely to make them shop in-store, and least valued in the US (5%). 

Location, location, location 

The study reveals the categories of item that people are most likely to shop for in bed, with fashion and health & beauty the most popular (both 19%), 

Italians are more likely than any other nation to shop in the kitchen, with 24% shopping for food in the kitchen and 23% shopping for household items.


29% of online shoppers globally have used a wearable device. Chinese and Indian online shoppers are most likely to use a wearable (both 48%) while online shoppers from the Netherlands are least likely (11%).

Other findings

  • In France, 50% of Sarenza customers who visited the kids’ shoe section also visited the women’s shoe section
  • In the UK, 73% of Expedia customers who visited the package holiday section also visited the hotel section
  • In Germany, 62% of Otto customers who visited the cycle and scooter sections also visited the multimedia section 

Fern Miller, Chief Marketing Officer, International at DigitasLBi said: “Connected Commerce 2016 shows us the wider context of shoppers’  decision making, in-store, online, and beyond. Whether it’s browsing for fashion in bed or shopping with a wearable, our customers are finding new ways to choose the things they want, and by looking at a connected view of the sales journey, smart brands can find ways to improve their service and ultimately, their performance." 

UK findings

  • 15% of shoppers in the UK expect items they’ve bought to be delivered within one day
  • 74% of shoppers in the UK look for other shoppers’ opinions online before making a purchase
  • 37% of shoppers in the UK consult friends and family before making a purchase
  • 7% of shoppers in the UK see sales’ advisers expertise as the key benefit of shopping in-store
  • 20% of shoppers in the UK have used a wearable device  


Study created by DigitasLBi in France, with survey led by IFOP

Sample:1,000 people recruited online, representing an age range of 18-64, according to quotas (sex, age, salary or social profile, area and professional status). 

Study carried out via an online questionnaire between 04/05/16 and 23/05/16. 

Additional insights taken from DigitasLBi’s IDIOM data platform 

For more information:


Sarah Coutin

+33 (0)1 72 63 20 89 


Julia Conroy
+44 (0) 20 7063 6465

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