Wunderman Thompson-2023年未来购物者报告（英）

THE FUTURE SHOPPER REPORT 2023A global report offering an unparalleled view into the world of online commerce and shopping behavior to help businesses win online, surveying 31,000+ consumers across 18 international markets.7TH EDITION2UKAUSTRALIACHINATHAILANDSPAINFRANCEPOLANDINDIAGERMANYSOUTH AFRICAMEXICOUSBRAZILNETHERLANDSARGENTINACOLOMBIAJAPANUAE31,647 CONSUMERS /// 18 COUNTRIES3HUGH FLETCHERGLOBAL MARKETING DIRECTOR AND THOUGHT LEADERSHIP LEADINTRODUCTIONWelcome to the 7th edition of Wunderman Thompson Commerce & Technology’s “Future Shopper” report, offering an unparalleled global view into the habits of online shoppers. Like last year, this report covers 18 countries and over 31,000 consumers, giving us a truly global view of online shopping behaviors.We have now entered an era which we can call “post-COVID-19”, but much of the collateral damage remains, with the scars in retail still present. And while we might have hoped that being post-pandemic would have coincided with a sense of peace and harmony, it feels like the world is in even greater turmoil than before – be that because of the war in Ukraine, other growing geo-political tensions, inflation, or the cost-of-living crisis…So, how is this all affecting the way consumers shop online, and what does it mean for brands, retailers and marketplaces?The over-riding aim of our Future Shopper survey is to highlight the trends that businesses need to be strategically planning for, and act upon. And to cut through the opinions and stories to find the facts.We hope you enjoy this report, and remember, you don’t need to read every page to understand the story, as we’ve packaged up both the headlines, and a condensed version of the report.METHODOLOGYThe research was conducted by Censuswide, with 31,647 online shoppers who shop online at least once a month in the following markets: UK, US, France, Spain, China, Japan, Australia, Brazil, Argentina, Mexico, Colombia, India, Poland, UAE, Netherlands, Germany, South Africa and Thailand between 06.04.2023 – 20.04.2023. Censuswide abide by and employ members of the Market Research Society which is based on the ESOMAR principles.4CONTENTS3 INTRODUCTION5 THE HEADLINES YOU NEED TO KNOW8 THE FUTURE SHOPPER CONDENSED10 SECTION 1: CHANGING CONSUMERS, CHANGING BEHAVIORS24 SECTION 2: WORKING FROM HOME (WFH)30 SECTION 3: THE CUSTOMER JOURNEY36 SECTION 4: THE CUSTOMER JOURNEY BY INDUSTRY44 SECTION 5: ONLINE PURCHASING IN MORE DETAIL50 SECTION 6: GETTING THE EXPERIENCE RIGHT68 SECTION 7: MARKETPLACES76 SECTION 8: SOCIAL COMMERCE 88 SECTION 9: SUSTAINABILITY 94 SECTION 10: NEW CHANNELS, TECHNOLOGIES, AND THE FUTURE 102 SECTION 11: GAMING COMMERCE 107 CONCLUSION108 HOW WE CAN HELP YOU5THE B2C FUTURE SHOPPER REPORT 2023:THE HEADLINES YOU NEED TO KNOW6THE HEADLINES YOU NEED TO KNOW...3. NEW WAYS OF WORKING ARE ALSO IMPACTING HOW WE SHOP.WFH is changing how we research purchases online, the retailers and brands we are loyal to, and where we ult