Delivery Terms Considerations in the User Journey for Online Sales in European Union Member Countries
Delivery Terms Considerations in the User Journey for Online Sales in European Union Member Countries

Author(s): Georgi Malchev
Subject(s): Economy, Business Economy / Management, Marketing / Advertising, ICT Information and Communications Technologies, Socio-Economic Research
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: User Journey; Planning International Sales; Consumer Behavior; eCommerce
Summary/Abstract: The delivery terms are a key element in the user journey in online sales as people associate these with the value they will derive from the transaction. Moreover users have a heuristic that is specific for the respective category of goods. Consumers are looking for the optimal solution for the delivery terms - specific courier company, delivery time, level of support and control over the delivery. Emerging trends include same-day delivery, alternative delivery locations, and sustainability initiatives. Overall, customers increasingly expect delivery to be fast, free, flexible, and frictionless. The implications for companies are multifold and impact the overall sales volume as consumers will not place orders to a specific company. This will impact the future scaling of the sales of the company and the learning curve for the company regarding client needs, trends and new product development. The impact will be as well on the considerations for internationalization regarding margins, risk management, capacity usage. The paper outlines the specifics of different EU member states regarding the consumer expectations and behavior regarding delivery terms for online sales. These specifics impact the planning of the internationalization process and the creation of the optimal user journey for the consumers.

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