How has online shopping behavior changed?
Ten years ago, the share of online shoppers was 54%; now it is over 80%. However, physical stores remain dominant in certain product categories such as auto parts, groceries, and home goods. Products that consumers prefer to see or experience physically are still less often purchased online.
The younger demographic (18–34 years) is quicker to choose online convenience. Time savings, price comparison, and a larger selection are the main drivers. At the same time, the need for certainty is growing: consumers want to know what to expect, without surprises afterward.
Why do online shoppers drop off?
Although consumers are more inclined to make impulse purchases online, often triggered by offers or trends, they are also critical. Over 43% made at least one bad purchase in the past six months, with the majority occurring via webshops.
The main drop-off moments? High shipping costs top the list; 65% of respondents cited this as a reason not to shop online. Unexpected additional costs - such as shipping fees - are also a significant reason to cancel the purchase.
Unsafe-looking payment processes and uncertainty about products, return policies, or data usage (all around 30%) also deterred consumers from making an online purchase. For entrepreneurs, this means: removing distrust is essential to maintain conversion.
Payment methods: the new foundation of trust
With the large number of payment platforms, consumers are increasingly making choices that make it easier for them. Ease of payment is no longer just a matter of speed, but a strategic means to gain trust. At well-known webshops, iDeal remains the dominant choice, but at lesser-known stores, the use of alternatives such as PayPal, credit card, and especially: pay later is rising.
The research shows that 42% of consumers feel the most trust when paying later, i.e., after receipt. This is especially true for webshops where the user has not previously purchased anything; when consumers are unsure whether a webshop is 'legit' in this world full of scams, paying later is increasingly preferred.
A barrier remover, not a risk increaser
More than half of the Dutch have now used Buy Now, Pay Later (BNPL) services. The motivation? To maintain control, receive the product physically first, and doubts about the reliability of the webshop.
A common fear among entrepreneurs is that this payment option leads to more returns. However, the research shows that this is largely not true. Only 7% of the Dutch completely agree, and 24% can relate to this - 69% do not return extra. Companies that provide clear product information and reliable delivery do not see an increase in return flows.
Respond to behavioral change
According to the research, these are the main factors for trust in a webshop:
- Familiar and widely used payment methods (62%)
- Free returns (60%)
- Accessible customer service via multiple channels (43%)
- Positive reviews (41%)
- Option to pay later (39%)
As an entrepreneur, it is essential to make these elements an integral part of your customer journey, from start to finish, from landing page to payment page. Especially in a time of fierce price competition, trust becomes the true differentiator.
Value and trust over low prices
Where consumers once based their purchasing decisions on the lowest price, it is now about the best value. Reliable information, transparent costs, and flexible payment options make the difference. By responding to these changing behaviors, entrepreneurs can not only increase conversion but also build sustainable customer relationships.
