Customers take control

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The million-dollar question for retailers over the next three-to-five years is how online shopping behaviour will continue to evolve. Retailers can glean some valuable information from their own customer data, but that doesn't really shed light on how other shoppers are behaving.

This report measured the habits and preferences of online shoppers from seven different countries, including the U.S, China, Germany, France, the U.K., Switzerland, and the Netherlands.

One of the biggest overall conclusions is that consumers are leading the way in multi-channel shopping. More than half (53%) of global internet shoppers we surveyed expecting to spend more online in the future. Meanwhile, Chinese consumers are shopping nearly four times as often as some of their European counterparts; 70% shop online at least once a week compared with around 40% in the US, and 20% for the Netherlands, France and Switzerland.

Evolving customer behavior has rendered many of the traditional methods measuring channel effectiveness obsolete. In short, new global shopping habits require a new set of business metrics.