The Ipsos and Octopia study conducted in several European countries in 2022 found that the quality-price-delivery triangle is key to exceeding online shoppers' expectations. The COVID crisis has accelerated the shift towards faster and cheaper delivery, which has increased buyers' expectations. In this context, it is essential for online retailers to adapt to new delivery standards and ensure operational excellence to stay competitive. The strongest pain points for online shoppers are related to logistics and delivery, rather than the purchasing experience itself. Keeping promises on delivery is the top priority for providing a positive customer experience, both online and offline.
