E-commerce: Motives of online shoppers

Insights study "Desire and reality"

Shopping online has long been a consumer reality for most of us. Just like in bricks-and-mortar shops or supermarkets, we shop with a wide variety of needs and motives.

However, most online shops do not address these sufficiently. This also applies to big players such as Zalando, H&M and Amazon. Most e-commerce providers are far from realising their full potential in terms of shop design, and their shop concepts are only weakly differentiated - both from one another and from their own offline brands.

This is one of the key findings of our study alongside the motives of online shoppers. We clarify what their motives are and how they differ in the fashion, drugstore, toy and food product categories. In addition, specific shops such as Zalando, dm and Amazon are examined and analysed in these four categories.

For whom are the insights interesting?

This study is aimed in particular at players in e-commerce and retail and those interested in consumer behaviour.

Key data on the study

Publication: 2019

Method: Survey of 1,100 online shoppers

This study is only available in German!

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This study is only available in German.

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Central research questions

  • What are the motives of online shoppers?
  • What differences are there in the shopping motifs in different categories?

Your key benefits

  • You will learn about the five driving motives of online shoppers.
  • We offer you valuable pointers for optimising your online shop.
  • We show detailed insights and evaluations of 16 well-known online shops.

Do you have questions about the study?

I will gladly advise you.

Rebecca Stark de Pellecer

Research Director