- Europeans are discovering new sports and pastimes thanks to
online shopping
- 161 million[i] purchases of sports-related
products made on AliExpress since 2019
- AliExpress to launch #FindYourSport pop-up in Paris during the Olympic Games Paris
2024
LONDON, July 25, 2024 /PRNewswire/ -- AliExpress, an
international online retail marketplace and Worldwide Olympic TOP
Partner of the Olympic Games for e-commerce platform services,
today launched its Summer Consumer Insights Report focused on
exploring the online shopping landscape and consumer behaviours
across Europe.
The Report, which surveyed consumers from France, Germany, Italy, Spain
and the UK[ii] during this European summer of sports,
reveals the far-reaching positive impact of sports, from improved
mental wellbeing to feelings of inclusion and greater connectivity.
It also illustrates the role of online shopping in enabling
consumers to discover and take part in new sports.
Summer of sports inspires consumers
The Report reveals that 60% of consumers were able to try a
sports and fitness-related activity thanks to online shopping,
while 46% agreed that online shopping has made sports more
accessible.
The summer of sports has inspired people to get involved in new
sports including: football, running, hiking, swimming, basketball,
tennis, athletics, cycling, boxing and gymnastics. 55% of those
surveyed acknowledged that they feel more connected to their
country during a global sporting tournament such as the Olympic
Games.
Since 2019, AliExpress has seen more than 161 million purchases
of sports-related goods, enabling consumers from around the world
to actively engage in sports[iii]. The respondents
of the survey stated that, thanks to online shopping, they have
been able to try new sports such as badminton, BMXing,
breakdancing, horse riding and skateboarding.
Positive impact of sports
The research also highlights the positive impact of sports,
beyond physical benefits. 69% said that taking part in sports gave
them a sense of community and 68% recognised that sports has
allowed them to connect with people from different cultures and
backgrounds. A staggering 84% agreed that taking part in sports has
improved their mental wellbeing[iv].
Looking ahead to the Olympic Games Paris 2024, AliExpress will
welcome people from around the world to its showcase event on 8
August on the Av. des Champs-Élysées, Paris. Open to the general public from 11.30
until 14:30 CEST, the showcase,
themed #FindYourSport, will allow visitors to experience a series
of Olympic sports-related activities and stand a chance to win
prizes.
Gary Topp, AliExpress European
Commercial Director, said, "We are delighted to see the
AliExpress Consumer Insights Report highlighting the far-reaching
impact of sports and its power to inspire and bring people
together. I am encouraged to see the role that e-commerce platforms
can play in making sports more accessible, enabling people to
discover and take part in new sports, by giving access to a vast
selection of products to get them moving."
Sports and entertainment among top shopping
categories
The research shows that sports and entertainment-related
products were among the top five categories across the five
European markets in terms of consumer spending online:
- Grocery and beverages
- Clothing, underwear, sleepwear and shoes
- Phones and telecommunications
- Fast-moving consumer goods (FMCG)
- Sports and entertainment
On average, consumers across the five European markets spent €78
on sports and entertainment-related products during the three-month
period covered by the research. In France, for the same period, the average
spending was significantly higher, totalling €94. This is followed
by the Italians, who each spent €82, and the Spanish, who each
spent €73, followed closely by German consumers, who each spent
€71, and British consumers, who each spent £60 (approximately
€70).
Online spending remains robust
According to the Report, overall online spending was holding up,
with an average spend of £623 (approximately €739) in the UK and
€622 across the other four European markets during the three-month
period covered by the research. In terms of purchase frequency,
over the three-month period, consumers across the five markets each
bought nine items on average.
On average, respondents across all markets spent nearly five
hours per week browsing and researching products online. The age
group that spent the most time online are those aged 35-44.
Spanish consumers spent the most time browsing and researching
online, followed by the British consumers, then Italian. French
consumers spent the least amount of time each week.
Online marketplaces take top spot
The research shows that the top five online shopping channels
across all markets were:
- Online marketplaces
- Retailers' websites
- Retailers' mobile apps
- Second-hand products platforms
- Social media shops
Online marketplaces were the most popular online shopping
channel, with 63% of consumers having shopped via this channel,
surpassing the numbers of those who had shopped via retailers'
websites and retailers' mobile apps.
Although livestreaming did not make the top five, it ranked
sixth and the research shows it is the most popular online shopping
channel among those aged 18-24. 13% of whom stated they liked to
shop this way—compared to just 3% of those aged 55 or above.
18-24-year-olds were also most likely to shop via social media
shops when compared to other age groups.
# # #
Notes to editors:
*All £ currency relates to British consumers consumption online
and all € currency relates to French, German, Italian and Spanish
consumers consumption online.
About AliExpress
Launched in 2010, AliExpress is a business-to-consumer (B2C)
e-commerce platform enabling global consumers to buy directly from
manufacturers in China and around
the world. In addition to the global English-language version, the
AliExpress platform is also available in 15 other languages.
AliExpress is part of Alibaba International Digital Commerce
Group.
About the AliExpress Consumer Insights Report
The research was conducted by Censuswide, among a sample of
9,524 respondents aged over 18 across France, Germany, Italy, Spain
and the UK. The data was collected between 28 June 2024 and 3 July
2024. The respondents were asked about their spending for
the previous three months (March, April and May).
Censuswide abides by and employs members of the Market Research
Society and follows the MRS code of conduct and ESOMAR principles.
Censuswide is also a member of the British Polling Council.
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[i] The data was
collected from 1 January 2019 to 31 December 2023.
[ii] The data was
collected between 28 June 2024 and 3 July 2024. The respondents
were asked about their spending for the previous three months
(March, April and May).
[iii] The data was
collected from 1 January 2019 to 31 December 2023.
[iv] Respondents
who currently participate in more than one sport.
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