Finnish consumers overwhelmingly want fast and free deliveries from online retailers, according to a new study from postal group Posti.
More than four out of five Finnish online shoppers mention free deliveries (83%), free returns (84%), a straightforward return process (86%) and delivery speed (85%) as important considerations in choosing an online store, the new online shopping survey commissioned by Posti and conducted by Kantar TNS found.
About half of the respondents indicated that being able to choose home delivery on evenings or weekends (50%) and an express delivery option (48%) are at least somewhat important to them.
According to the survey, Finnish online shoppers consider accurate product descriptions and images (93%) as the most essential feature of an online store. They also place a high priority on being able to choose a suitable payment method (89%) and pickup point (89%). Nearly four out of five (77%) respondents welcomed online stores having a Finnish-language website.
The greatest growth potential in Finnish online retail lies in clothing, footwear and accessories as well as electronics and information technology, the survey showed. Approximately half of Finnish online shoppers intend to increase their online purchases, or start making online purchases, in these categories within the next two years.
“Expectations are increasing among Finnish consumers. They want online stores to offer fast deliveries. They also believe returns should be free and easy. The demands of today’s consumers reflect the global competition between online retailers. Many international online stores pay for the delivery of the purchased items, making delivery free of charge for the consumer,” commented Sami Finne, head of International eCommerce Business at Posti.
Finne said Posti has responded to these rising consumer needs in various ways, including investments in the Posti Parcel Locker network, which is the most comprehensive network of its kind in Finland, and various improvements in its delivery services.
“We have expanded our Saturday Delivery service and extended our delivery times. Same-day delivery has become more commonplace. During the Christmas season, we will also introduce Sunday Delivery in the capital region. We will hire more than 3,000 Christmas helpers for the Christmas season all around Finland,” he added.
The seasonal sales campaigns of international online retailers have led to an earlier start to the Christmas season in Finland as well this year, kicked off by China’s Singles Day shopping festival on November 11, the company noted.
Posti’s 2018 online shopping survey was conducted via the Kantar TNS Forum online panel in June–July 2018. A total of 2,121 Finnish internet users between the ages of 18 and 79 took part in the survey.
