Online Shopping in 2017: On the Rise Globally, Driving 24/7 Trade

Online Shopping in 2017: On the Rise Globally

KPMG presents a research based on a survey of the online shopping preferences and behaviors of more than 18,000 consumers in 50 countries.

Sabina Kasparova

Head of PR and Communications

KPMG in the CIS


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A KPMG International recent survey (2016) has found that Russian consumers seem to put a much heavier reliance on online stores with an ability to shop 24/7 (59%) and quick responses (56%), they still tend to pay cash on delivery (47%) and identify price as the deciding factor (24%) when making a final product choice.

Books and mobile phones are the most popular online categories in Russia, while Australian and Belgian consumers choose wine. Bags and leather goods are the top online products in India and the US. Medicine and sporting goods/equipment are most frequently purchased in Brazil, Greece and Finland, respectively.

All product categories (food, alcohol), medicine, books and music, pet food and supplies fall into the impulse category. More than 40 percent of respondents say they buy these products impulsively. In contrast, such products as smartphones, furniture/home decor, fine jewelry/watches have the longest sales cycles. Only 10-15 percent of all respondents purchase such items on the same day.

Read the full global survey results here. Similar insights into the purchase behavior of Russian consumers are available here.

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