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The Behavior of Online Shoppers Survey 2021

Jun 10, 2021

Since working with online catalogs, we at iPaper have always been curious about how consumers shop. We keep an eye on industry trends, what shoppers are searching for and how retailers can stand out against fierce competition.

We've found that inspiration has become a huge discussion point for retailers as they try to bring the offline experience, online. Terms like product discovery, inspirational commerce and visual commerce have grown in importance and relevance. So much so that retailers can no longer ignore the impact inspiration has on consumers.

So, to understand how important inspiration is for today's shoppers, we, together with leading market research agency Epinon, have conducted a survey of over 6,000 participants across six key European markets.

The Behaviour of Online Shoppers Survey 2021 brought up some incredibly interesting insights, including:


  • 2 out of 3 Europeans look for inspiration online
  • 57% of shoppers will leave a webshop if it's uninspiring
  • 62% of shoppers say online shopping is convenient
  • 38% of shoppers are just browsing

The survey has shown us that inspiration in retail is now a must, not a maybe. Want to learn more? Click here to read the full survey and uncover what shoppers want and how to keep them engaged.

Jo Molloy

Jo Molloy