DTC online purchases rise by 17% in 2021: DTC e-commerce specialist ESW Survey

DTC online purchases rise by 17% in 2021: DTC e-commerce specialist ESW Survey

03 February 2022, Mumbai:

Powered by a massive 114 per cent rise in global luxury sales, direct-to-consumer (DTC) online purchases rose by 17 per cent year-on-year in 2021, as per a new survey data from global DTC e-commerce specialist ESW.

According to the survey, formed in response to the COVID-19 pandemic, behavioral shifts remained entrenched throughout 2021.

Clothing remained the most popular cross-border category to buy, although footwear saw big growth.

Luxury emerged as the topmost performer while the DTC sales increased slowly for multi-brand retailers and single brand and specialist retailers.

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ESW's "The Global Voices: 2022 survey" of more than 14,000 consumers across 14 countries revealed millennials remain the driving force behind increased DTC and cross-border shopping rates.

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In fact, its figures show that 25-40-year-olds reported increased DTC purchasing across all 11 purchasing categories monitored as part of the survey.

That led to sizeable increases in domestic e-commerce sales of luxury products, sporting goods, cosmetics, fragrance, and skincare across all age brackets.

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The report also said that in 2021, 37 per cent millennials made more than 11 online cross-border purchases, an increase of 12 per cent.

This was followed by 30 per cent of Gen Z, 26 per cent of Gen X and 19 per cent of Baby Boomers.

Geographically, shoppers in the UAE, China and India reported the highest rates of purchase frequency levels at 11 or more.

In the UK, 31 per cent of respondents reported making 11 cross-border purchases or more in 2021, followed by Germany and France. By country, shoppers in Japan, China , the UAE, South Korea and Mexico reported the highest rate of respondents spending more than GBP£1,100 (US$1,500) on cross-border purchases in 2021.

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