34% of Dutch shoppers prefer mcommerce

Ecommerce is booming, which has caused mcommerce to become more popular as well. More than one third of Dutch consumers prefer using their mobile phone while shopping. Not only do consumers use their smartphone during online shopping: a mobile search also precedes purchases in brick-and-mortar stores.

The newly published Mobile Shopping Report by Klarna shows that mcommerce is becoming more popular. Over 13.000 consumers in 13 countries were asked about their mobile shopping habits. In the Netherlands, the preference for the smartphone as a shopping device increased significantly between Q2 and Q4 in 2021: from 28 percent to 34 percent.

‘The preference for shopping via smartphones increased from 28% to 34% between Q2 and Q4.’

On the other hand, the preference for desktops and laptops declined in that same period, from 60 percent to 52 percent. When comparing the different age groups, millennials appear to be the most active mobile shoppers. At least 48 percent of them prefer shopping on their smartphones, followed by 43 percent of Gen Z shoppers.

Webrooming

Another notable finding in the report is the phenomenon webrooming, meaning online research. Online shoppers often compare prices for products in competing online stores, but according to the report, shoppers in brick-and-mortar stores are doing that as well.

Only 12 percent of Dutch consumers don’t conduct any online research before buying clothes or shoes in brick-and-mortar stores. This share is 14 percent for electronics and 20 percent for beauty products.

‘Product reviews and pricing information are checked on the spot.’

“The smartphone revolution has dramatically changed the way consumers shop, both online and in brick-and-mortar stores. Mobile phones have become one of the most prominent means of shopping or pre-research. Product reviews and pricing information are checked on the spot to ensure consumers are purchasing the right product. It pays to help consumers provide all this information, from deals to reviews and pricing information, in one central place”, said Wilco Klaassen, Managing Director of Klarna Belgium, France and the Netherlands.

High weekly usage shopping apps

According to the report, on average, Dutch consumers have 53 apps on their mobile phone. The usage of shopping apps is the highest under Dutch consumers, when compared to the other countries. Almost 25 percent of Dutch consumers use 6 to 10 shopping apps on a weekly basis. However, there’s also a large group of consumers that only use 1-5 or none shopping apps on a weekly basis (70 percent).