Digital Commerce: The 2023 Trade Study – and what is important here

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In our study “Quo vadis: Digital Commerce” last November, we surveyed over 1,000 consumers, representative of the population, about their shopping behavior through market researchers from YouGov.

At the same time, over 500 employees from various companies in the retail and production sectors (49 percent of whom were in decision-making roles) were surveyed about plans and measures relating to the topic of customer experience.


Both results were compared with each other. We identified three key topics that we wanted to cover with the survey:

1. Sustainability
2. Purchase versus service
3. Customer acquisition and retention
Sustainability: The Consumer Perspective
Consumers are becoming more aware of sustainable action. And this can iran consumer email list be measured in numbers. In our study, around one in three respondents (31 percent) make sure that the materials used in the products they buy are ecologically safe. 17 percent also attach importance to the fact that the carbon footprint of the company offering the product is transparent and fits well with their own values. At least 15 percent want to know under what conditions the retailer/manufacturer's employees work. A great result - if it weren't for the other side of the coin. Because: With multiple answers, the price-performance ratio still dominates as the number one criterion for the purchase decision (71 percent).


And yet, sustainability is an attractive selling point in these times - the following result shows this quite well. 73 percent of respondents say that companies that act in a transparent and verifiably sustainable manner are more likeable. 70 percent also consider such companies to be more credible. However, 64 percent fully or somewhat agree that sustainable companies are difficult to find. Only in fourth place in this question comes the statement that sustainability is good, but that it is primarily about cheaper prices.