Behind the scenes
Half of Europe’s shoppers make secret purchases
by Alex Hämmerli
Country divided over returns: French-speaking Swiss not amusés by shipping costs
23.2.2022
Translation: Jessica Johnson-Ferguson
Over one third of Swiss residents aren’t prepared to pay for returning purchases they made online. However, just under one in five would be willing to cover the actual costs borne by the online retailer. German and Austrian shoppers are even less willing to pay for this service. These were just some of the things revealed by a representative survey conducted by market research institute GfK on behalf of Digitec Galaxus.
Digitec Galaxus wanted to find out how shoppers in Germany, Austria and Switzerland feel about the returns service in online retail. In a representative GfK survey, more than 2,000 people from the DACH countries shared their opinions on the subject.
In Germany and Austria, just under 25% of respondents would order online more often if returns were free of charge. This number is significantly lower than among Swiss survey participants (36%).
So how much would customers be willing to pay for an item they want to send back? This is where Swiss online shoppers are the most generous: for 26% of respondents, the pain barrier is at three francs. For 16%, it’s at six francs. 19 in 100 people would be willing to cover the actual costs incurred by the online retailer for returns. If it were up to the Romands only, charging customers for returning purchases would be tough to establish.
In Austria and Germany, a quarter and a third of respondents, respectively, are prepared to pay up to three euros for returns. The upper limit for most is at six euros.
Who are Europe’s champion returners?
In Switzerland, 30% of survey participants said they occasionally order several products in one go, knowing that they’ll be returning at least some of them. 12% do this regularly. According to the study, it’s mainly young women from German-speaking Switzerland who use this shopping strategy. Online shoppers in Germany and Austria reported doing this occasionally, but not as frequently.
At Digitec Galaxus, the reality is different in this regard. According to Lauritz Fricke, Head of After Sales & Retail, the returns rate at Digitec Galaxus is in the low single digits. This is partly because the online retailer’s product portfolio is well balanced but mainly because its range features many consumer electronics. Mobile phones, laptops and video projectors are returned less frequently by online shoppers than clothing, for example.
30-days return period plenty
When it comes to the return period, the Alpine countries are on the same page: 97% of online shoppers in Switzerland are happy with a 30-day return period. The numbers are similar in the neighbouring countries. In Austria, more than 60% would also be OK with a 10- to 14-day right of right of return.
What are your experiences with returning items? Does the fee bother you? How often do you return products you’ve ordered? Thanks for letting us know in the comments!
Graphics made with Flourish.
Stephan Kurmann
Senior Communications Manager
Stephan.Kurmann@digitecgalaxus.chStudies claim that we have a shorter attention span than goldfish. Ouch! My job is to get your attention as often and for as long as possible. How? With content you enjoy. Outside of the office, you’ll find me on the tennis court, curled up with a book, Netflixing or travelling.
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