The time Europeans take to buy something online

Consumers rarely buy something online directly after they have seen it in an online store. It takes some time between visiting an ecommerce website and completing the purchase. Shopalike analyzed the buying behavior of European consumers and discovered some interesting findings.

The online shopping platform conducted research in the Czech Republic, Germany, Denmark, Spain, Finland, France, Italy, the Netherlands, Norway, Poland, Sweden and Slovakia over a period of 18 months. It analyzed over 100 million items from 160 product categories.

Italians and Spaniards don’t take too long

Its analysis shows that Italians take less than 8 minutes to buy a pair of sunglasses, making this the fastest selling items in the ‘accessories’ category. And consumers in Spain also go straight to the point when it comes to buying online. They will never take more than an hour to enrich their wardrobe and it takes just half an hour to buy a piece of furniture form an ecommerce website.

French consumers take 8 hours for buying sneakers

Consumers in Norwegians don’t waste their time when they are busy buying a pair of sneakers only: on average, just 10 minutes are needed and the deal is done. But in France, online retailers will need to wait much longer, as the French take over 8 hours for a pair of sneakers. The European average is 2 hours and 20 minutes. And buying a pair of jeans will take less than 2 hours in Europe, but in France it can last 20 hours before a purchase is made.

Buying a handbag online is done in about three hours in Europe. But not in the Czech Republic specifically, where women can have 15 hours between visiting a website and completing the purchase. And it’s not typically a Czech thing to do, as products are bought in 30 minutes on average there.

It takes time to think about shopping for furniture

Furniture is the product category that take the longest for consumers in Europe. The average purchase time is 35 minutes for other types of products, but for furniture it’s a day, 19 hours and 20 minutes. And it’s consumers in Poland who take the longest: on average they will spend 4 days before they buy something they found online.