E-Commerce Berlin Expo 2024: data, trends and highlights from the Qapla' experience
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E-Commerce Berlin Expo 2024: news, data and trends

E-commerce Berlin Expo is one of the most important European events for the eCommerce sector in Europe. The 2024 edition, which saw the participation of a large delegation from Qapla’, confirmed its high international profile, for the players present and the quality of the content shared in the speeches. The event was attended by more than 11,000 visitors, 71% from Germany and the remaining 29% from abroad.

On the 5 stages within the exhibition area, many international online shopping big players took turns, such as Alibaba, Otto, Hellofresh, IKEA, Idealo, SAP, Unilevel, Casio, TikTok, and many others.

Here we summarize some of the most significant speeches from the fair in the heart of the German capital:

One of the undoubtedly most interesting speeches was about the trends of eCommerce in Germany, led by Efe von Thenen, president of the Board of Directors of E-Commerce Berlin Expo, and CMO of ePages. In Germany, as in the rest of Europe, the online sales boom has long since ended: eShoppers are much more cautious and attentive to spending, although consumer sentiment is gradually recovering after the sharp decline at the end of 2022, with the acceleration of inflation.

There has been an increased demand for experiences rather than products and a growing awareness towards saving and ecology. This has resulted in strong growth in the “second-hand market and related platforms (Vinted, Wallapop,…).

Another significant trend is the rise of Asian marketplaces in Germany, such as Shein and Temu. A recent survey showed a greater openness of German eShoppers towards these marketplaces. The possibility of buying the same product at a lower price on a foreign store was met with a strongly positive reaction by 22.1% of respondents in 2023, while this percentage was only 16.8% in 2022.

ascesa marketplace asiatici Germania - E-Commerce Berlin Expo 2024

Serkan Otles, Senior Director at Philips, took the stage at “E-Commerce Berlin Expo” with a presentation on new consumer trends. To begin with, from his perspective, the eShopper is now more interested in the total value of the goods they are evaluating rather than in finding the lowest price. Moreover, trust and expectations towards brands have decreased: consumers look for solutions independently without expecting them from merchants and are more skeptical about marketing messages. They are no longer passive recipients but often create content themselves and seek meaningful experiences and collective benefits in addition to simple products or services.

How to react to these changes?

According to Otles, the key lies in a customer-centric approach, updated according to the new profile outlined so far. It is necessary to review customer profiles or better, the buyer personas of one’s eCommerce, to reach them on the channels where they are present and to adapt one’s commercial strategy. A detailed analysis based on data is required to understand what triggers the consumer of today and tomorrow.

Speech di IKEA a E-Commerce Berlin Expo 2024

In the last 2 years, IKEA‘s efforts have primarily focused on developing the cross-channel experience. As explained by Farzin Saber, VP Digital Project Office at IKEA, at E-Commerce Berlin Expo 2024, the goal was to multiply touchpoints to increase market share and ensure an optimal omnichannel experience, while simultaneously increasing profit margins through economies of scale. Now, only a minority of users view IKEA items solely offline or solely online: the transition from physical to virtual is increasingly a consolidated habit. Each channel contributes differently to the overall IKEA customer experience: for example, purchasing at “Cash & Carry” includes that component of instant gratification that browsing the site or app cannot replace, while the latter has the irreplaceable advantage of customization and constant accessibility.

Uber Direct focused its presentation on a topic very close to Qapla’ mission: the positive effects of the Delivery Experience. Uber Direct offers its network of drivers to external businesses, including eCommerce. This is, of course, an express shipping service, now essential for those selling online: 63% of consumers state they would choose a competitor with express delivery over others if all other conditions were equal.

From the vast amount of deliveries managed, they were able to gather these insights:

  • the Delivery Experience influences customer satisfaction even regarding the purchased product: 75% of consumers appreciate it more following a positive delivery experience;
  • being updated on tracking provides peace of mind and relief to the customer (in 60% and 54% of respondents, respectively) and, most importantly, increases trust in the merchant (for 43% of the sample);
  • a positive delivery experience increases the likelihood of a new purchase from the same shop (for 94% of consumers) or word-of-mouth recommendation (92%).

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