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How consumer trends and preferences evolve among online shoppers
  • According to a survey commissioned by Allegro, consumers shop online for an average of 7.5 hours every month.
  • More than one in four respondents report that the factors they consider when shopping online have changed in the past year.
  • More than half of Allegro shoppers stress that the special badges used by the platform, including Best Price Guarantee, influence their purchasing decisions.
Online shopping is certainly convenient, enabling us to choose whatever we need at the moment anytime, anywhere. Small wonder then that we shop online for an average of 7.5 hours every month. Also, most people shop once a month (37%) and once a week (34%). According to a report by SW Research for Allegro, we spend an average of PLN 716 on online purchases every month. One in four respondents spends up to PLN 300 a month, and one in five more than PLN 1,000. Shopping apps are gaining more and more traction, as they let you complete an order with a few simple clicks. This is also supported by Allegro customer preferences, with about half of all purchases being made in the app! 

Consumers are fickle...

According to the report, more than one in four respondents report that the factors they consider when shopping online have changed in the past year; interestingly, these are more often women (32%) than men (25%). The evolving market and volatile economic environment are factors that affect consumer preferences. Small wonder that the most important considerations when shopping online are the product price (45%), product quality (30%) and delivery cost (26%). On the other hand, factors such as the website layout and functionality and product brand have become less relevant. In the PLN 0–50 price range, important aspects also include special offers and other deals. In the PLN 50–150 range, the delivery cost is also important. In the case of the more expensive products in the PLN 150+ range, consumers pay attention to reliability and opinions about the platform, as well as the product brand.

Best Price Guarantee on Allegro

Poles spend more time searching for products and making purchasing decisions and they use more tricks to save money. Data show that the key consideration when comparing online offers is the product price (82%). Of those who have shopped on Allegro in the last 12 months, as many as 85% look at the special badges, with more than half stressing that they influence their purchasing decisions. This includes the Best Price Guarantee badge, which gives customers the confidence they will find the cheapest online offers on Allegro. Customers can choose from more than 400,000 offers, including washing machines, laptops, headphones, dishwasher tablets, coffee and many more! How does it work? Every day, the platform compares the prices of hundreds of thousands of offers in dozens of the most popular online stores to give its customers the confidence they will find them at the best price on Allegro. If the buyer finds a cheaper offer in a store we compare ourselves to and reports it to Allegro within 72 hours of the purchase of the product on Allegro, the platform will match the price by offering a coupon redeemable on Allegro. The maximum refund value during the campaign is as much as PLN 200! For more details, visit https://allegro.pl/strefaokazji/gwarancja-ceny

Methodology: The survey entitled “Shopping preferences online” was conducted by SW Research for Allegro. 1,015 questionnaires were administered to a sample of Polish online shoppers using the computer-assisted web interviewing (CAWI) technique. The survey was carried out on 16–22 June 2023.