At wnDirect we understand that the value of local knowledge cannot be underestimated, so in November 2015, we surveyed 5,014 consumers in Australia, Germany, Italy, Japan and Russia to find out a bit more about their shopping habits. Read our highlighted report to find out more.

1. WHAT MATTERS MOST
TO ONLINE SHOPPERS?

2. CONSUMER RESEARCH RESULTS
We understand that the value of local knowledge cannot be underestimated,
so in November 2015, we surveyed 5,014 consumers in Australia, Germany,
Italy, Japan and Russia to find out a bit more about their shopping habits.
The results reveal the frequency with which consumers from these territories
buy from national and international websites, and highlight several key
factors which can influence their purchasing decisions such as shipping
options, delivery method and returns.
This report contrasts the different priorities of consumers across these
five territories when shopping for clothing online, and shows their
preferred delivery and returns options when purchasing from
both national and international websites.

3. MOST LIKELY TO SHOP AT LOCAL MARKETPLACES*:
SHOPPING ONLINE FROM LOCAL MARKETPLACES
Consumers aged 55+
tend to be the least
frequent shoppers
56% 49% 37% 31% 21%
ITALY AUSTRALIA GERMANY RUSSIA JAPAN
*in a typical month
Consumers aged 55+
are most likely to shop
once every six months in
Japan (42%), Germany
(26%), Australia (26%)
and Italy (21%)
In Russia, consumers aged
16-24 are most likely to
say that they shop once
every six months (28%)
55+

4. SHOPPING WITH INTERNATIONAL BRANDS
CONSUMERS WHO SHOP FOR CLOTHES WITH INTERNATIONAL BRANDS MOST FREQUENTLY*:
41% 23% 21% 18% 4%
ITALY AUSTRALIA GERMANY RUSSIA JAPAN
*in the previous four weeks
NEVER SHOPPED WITH AN INTERNATIONAL BRAND:
67% 10% 9% 9% 1%
JAPAN AUSTRALIA RUSSIA GERMANY ITALY

5. MEN SHOP WITH INTERNATIONAL BRANDS MORE FREQUENTLY THAN WOMEN*:
SHOPPING WITH INTERNATIONAL BRANDS
*in the previous four weeks
RUSSIA ITALY AUSTRALIA JAPAN
MOST FREQUENT SHOPPERS BY AGE*:
*in the previous four weeks
AUSTRALIA 33%
JAPAN 7%
ITALY 49%
GERMANY 28%
This group is most likely to say they have never shopped
online with an international brand
JAPAN 78%
AUSTRALIA 19%
GERMANY 14%
RUSSIA 13%
16-24 25-34 55+
0
5
10
15
20
%
0
10
20
30
40
50
%
0
5
10
15
20
25
30
%
0.0
0.5
1.0
1.5
2.0
2.5
3.0
3.5
4.0
%
MEN
WOMEN

6. FOREIGN BRANDS IN DEMAND
CONSUMERS MOST LIKELY TO SEEK OUT FOREIGN BRANDS*:
15% 15% 14% 9% 7%
AUSTRALIA JAPAN RUSSIA GERMANY ITALY
*in the previous four weeks
JAPAN 32%
AUSTRALIA 25%
GERMANY 14%
ITALY 49%
RUSSIA 19%
AGE 16-24 AGE 25-34 AGE 45-54
LOCATIONS THAT ACTIVELY SEEK FOREIGN BRANDS:
57% of Italian consumers
FAVOUR UK RETAILERS
closely followed by
USA retailers (56%)
Across all territories,
MEN ARE MORE
LIKELY THAN WOMEN
to favour USA retailers
USA RETAILERS
ARE MOST POPULAR
with consumers in Germany
(65%), Russia (65%), Japan (63%),
and Australia (61%)

7. LOCAL TAX AND DUTY PAYMENTS
PERCENTAGE OF CONSUMERS UNLIKELY TO BE AWARE OF LOCAL TAX AND DUTY PAYMENTS:
88% 87% 73% 68% 52%
GERMANY ITALY AUSTRALIA JAPAN RUSSIA
INTERNATIONAL CONSUMERS MORE LIKELY TO BE UNAWARE OF LOCAL TAX AND DUTY PAYMENTS:
31% 58%
25-34 YEAR OLD
AUSTRALIANS
16-24 YEAR OLD
RUSSIANS
INTERNATIONAL CONSUMERS UNAWARE THAT THEY
MAY BE LIABLE FOR LOCAL TAX AND DUTY PAYMENTS:
0
10
20
30
40
50
60
%
0
5
10
15
20
25
30
35
%
0
5
10
15
20
25
30
35
%
0
3
6
9
12
15
%
MEN
WOMEN
TOP TIP:
BE TRANSPARENT
ABOUT TAX AND
DUTY PAYMENTS!

8. Shipping options matter most
to consumers aged 16-24
who live in Germany (76%),
Australia (75%) and Italy (70%)
In Russia and Japan, shipping
options matter most to
consumers aged 25-34
(87% and 51%, respectively)
TOP CONSUMER PRIORITIES
SHIPPING OPTIONS RETURNS POLICY GUARANTEES
ABILITY TO USE ONLINE
PAYMENT PROCESSOR
RUSSIA (80%)
GERMANY (72%)
AUSTRALIA (69%)
ITALY (73%)
JAPAN (44%)
RUSSIA (59%)
ITALY (51%)
AUSTRALIA (40%)
GERMANY (38%)
ITALY (63%)
AUSTRALIA (60%)
GERMANY (50%)
RUSSIA (47%) JAPAN (27%)
Men are more concerned with guarantees
than women in Russia (63% compared
to 56%), Italy (53% compared to 50%),
Australia (45% compared to 37%), and
Germany (39% compared to 38%)
In Japan, women are more concerned
with guarantees than men
(39% compared to 35%)
In all territories apart from Italy,
men are more likely than women to say
that they don’t look for any assurances

9. High priority for
consumers aged
16-24 in Russia (70%),
Australia (69%) and
Germany (57%),
and consumers aged
55+ in Italy (65%)
Matters most to
consumers aged 55+
in Australia (51%),
Italy (49%), and
Germany (44%), and
aged 16-24 in Japan
(43%) and Russia
(61%)
Matter most to
consumers in Italy
(18%), followed
by those in Russia
(17%), Australia (9%),
Germany (8%)
and Japan (6%)
Matter to women
more than men
in Germany, Italy,
Australia, Japan,
and Russia
TOP DELIVERY PRIORITIES
THE TIME IT
TAKES TO RECEIVE
A PARCEL
THE ABILITY
TO TRACK A
PARCEL
VARIED PICK UP
OPTIONS
GOOD RETURNS
OPTIONS
£
#1 COST OF
DELIVERY
ACROSS ALL
TERRITORIES, THE
COST OF DELIVERY
MATTERS MOST
TO CONSUMERS
Australia (87%),
Japan (87%),
Russia (84%),
Germany (82%),
Italy (79%)
Women are more
concerned with cost
of delivery than men

10. Germany (83%)
Italy (82%)
Australia (79%)
Japan (72%)
Russia (45%)
Women are more likely to favour
home delivery in Italy, Germany,
Australia, and Japan, whilst in
Russia men are more likely to
Russia (17%)
Germany (6%)
Italy (3%)
Australia (2%)
Japan (2%)
TOP DELIVERY PREFERENCES
HOME DELIVERY LOCKER COLLECTION

11. …EASY RETURNS
RUSSIA 60%
Italy 57%
Australia 54%
Germany 53%
Japan 46%
…FREE RETURNS
GERMANY 46%
Italy 40%
Australia 32%
Japan 26%
Russia 22%
…IN-STORE RETURNS
AUSTRALIA 14%
Japan 11%
Russia 9%
Germany 8%
Italy 7%
…CONSUMERS WHOSE
PURCHASING DECISIONS
AREN’T INFLUENCED BY THE
RETAILER’S RETURNS POLICY
JAPAN 29%
Australia 23%
Russia 20%
Italy 15%
Germany 15%
RETURNS MATTER
CONSUMERS WHO ARE MOST LIKELY TO PURCHASE FROM AN ONLINE RETAILER WHO OFFERS…
In Japan and Germany, men are more likely than women to say
that they would purchase regardless of the returns policy,
whilst in Russia it’s the women who are more likely to

12. Germany 74%,
Australia 61%,
Russia 44%
Italy 56%,
Japan 49%
Particularly favoured
among consumers
aged 55+ in Italy
67%, Japan 53%,
Australia 17% and
Germany 13%
Russia 17%,
Australia 16%,
Italy 11%,
Germany 7%,
Japan 3%
Russia 4%,
Italy 4%,
Germany 4%,
Australia 3%,
Japan 1%
PREFERRED RETURNS METHODS
VIA A POST OFFICE/
LOCAL DEPOT
COURIER COLLECTION
FROM HOME
VIA A RETAIL STORE
DROPPING ITEMS
OFF AT A LOCKER

13. wnDirect
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Colnbrook, Slough
SL3 0HN
01753 561 262
export-experts@wnDirect.com
CONTACT:
WNDIRECT.COM/EN