What do eCommerce Shoppers Want and Desire?

Avatar for Wouter Maatman
What ecommerce shoppers want

Although e-commerce sales may be slowing down, they are still here. But what do eCommerce shoppers want and desire? eMarketer predicts that global e-commerce sales will surpass € 5 trillion for the first time in 2022. According to a recent study, 55% of online shoppers buy online at least once weekly. Whereby fashion and apparel are the most popular categories. The study also revealed that online shoppers want to share their email, gender, and name with companies to receive customized shopping experiences.


Online shoppers swiftly move on to the next phase once they discover a product that piques their attention. For instance, Google Feed Consumer Insights indicated that 91% of online shoppers immediately took action, for example visiting a brand website or purchasing directly, after learning about new goods, services, or brands. The fashion and apparel category accounts for 80% of online shoppers’ activities, and online electronics sales are second with 56%.

Buying options

Furthermore, time on site and conversion is also higher when online shoppers see that a webshop accepts their preferred payment option. Especially buy now, pay later (BNPL) is the payment method that is expanding the fastest globally.

Personal content

If a brand offers a tailored experience with added rewards, online shoppers are more willing to stick with that webshop. Online shoppers are also willing to provide the data required for personalized experiences. This is becoming more crucial as search engines start to remove tracking cookies.


As pointed out in our previous post, online shoppers are motivated to support businesses that uphold customer loyalty and trust, which includes sustainability. Younger online shoppers are more inclined to consider sustainability while making a purchase. In everything, a brand does, especially regarding how a brand treats its employees. Additionally, online shoppers favor businesses that value sustainability, and younger generations are willing to pay more for sustainable goods or are willing to wait longer for their orders.

Avatar for Wouter Maatman

Digital Marketing Manager at Icecat N.V.

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