E-commerce and shopping centres will develop hand-in-hand as the online retail world continues to grow in central and eastern Europe, according to a new Jones Lang LaSalle report, Clicks or Bricks? E-commerce trends in Central and Eastern Europe.
Kevin Turpin, head of research, CEE at JLL, said: “E-commerce is now changing the retail environment of the region, as it has with the more advanced western markets. The rise of the internet and the penetration of smartphones, tablets and other devices, along with the increasing popularity of social networks, have all brought changes in consumer behaviour patterns.
“E-commerce is not only an additional channel for making purchases; the internet itself allows consumers to learn more about products before buying them. With so much information at hand, the consumer is no longer a passive buyer, but becomes a demanding active player.”
Although increasing, internet access in CEE is still not as high as it is in western Europe and ranges from 41% of households in Serbia to 71% in Slovakia. It is also one of the reasons why e-commerce development in CEE varies from country to country.
E-shoppers making the most purchases are in their 30s and 40s. Women tend to be more eager to shop on the web than men, subject to the specific retail category. Web shoppers look for bargains, search for information about goods and services, follow recommendations, watch and compare prices.
