On the back of new research, leading parcel delivery service CouriersPlease (CP) forecasts that the online shopping industry will have a greater focus on low prices, as the industry respondents to consumer preferences.
A survey of an independent nationally representative panel of 1000 Australians who shop online, commissioned by CP, sought to gauge just what those consumer preferences are – quality, receiving the product quickly, or low prices?
It seems that low prices not only trump other factors, but consumers might not have very high expectations of quality when buying on price.
When asked about the most important factor to them when shopping online, over half (57 per cent) of Aussie shoppers said it is low prices.
Only 32 per cent said that the quality of the product is more important while receiving the product quickly is the least important (chosen by 11 per cent of respondents).
Fifty-nine per cent of shoppers are satisfied with 75 per cent of the products delivered to them.
A quarter (25 per cent) are pleased with the quality of all the items they purchase.
The survey also asked shoppers which categories in their experience delivers the lowest-quality products.
In a testimony to the global fast fashion phenomenon, two-thirds (62 per cent) of respondents said the fashion and jewellery category delivers the lowest quality products.
Twenty-two per cent chose the technology items and electronics category as delivering the lowest-quality products, and the health and beauty category came in at number three (14 per cent of shoppers said the lowest-quality products came from here).
Interestingly, only five per cent said that the white goods and appliances category deliver the lowest-quality products.
Respondents were also asked what methods they use to reduce their chances of disappointment in the quality of the product.
Two-thirds (67 per cent) said they try reading reviews of the product online, 38 per cent stick to quality brands they know, and 36 per cent only buy from online retailers with a returns policy that will provide a full refund.
CP spokesperson Jessica Ip said: “More often than not, Aussies expect to get a good deal when shopping online compared with shopping in-store for the same product.
“At CP, we believe this expectation will only grow as the retail industry continues to shift to online, and e-tailers will follow suit.
“The consumer expectation is a result of the plethora of online-exclusive discounts, coupons and promo codes, and the ease with which consumers can compare prices online.”
Ip added: “With this in mind, understanding that shoppers often prioritise low prices, at CP we offer delivery services for our partner e-tailers that enable the consumer to make more flexible delivery and returns choices.
“If they are not home to accept their shopping, consumers can instruct the deliverer leave the parcel in a safe place, deliver it to a neighbour, or even reschedule to another day and time that suits them.”