What European consumers are and aren’t buying online

Kitchen appliances, power tools and lightning products are the three product categories that European consumers tend to buy on the Internet rather than in a DIY store. The categories that are scarcely considered are laminate and roof windows. These are the findings from the latest survey of the European Home Improvement Monitor by USP Marketing.
There are some interesting differences to point out between countries. Polish, German and Austrian consumers are most keen on purchasing kitchen appliances online, while power tools are most popular in the United Kingdom and Sweden, for example. In Sweden the category of smart home products ranks above average.
The products that are most favoured for online purchase have one thing in common: they are products with a serial number, a type or model name. In other words they are relatively easy to look up online, according to the market researchers. The categories that score the lowest are products that are more technical or products that customers prefer to look at before buying

There are three main reasons why consumers purchase their products online instead of in a DIY store. The most important is that they think they will get a better price online than in store. Next to that, around a third of consumers find the products easier to find and compare online. The third main reason for European consumers to shop online is that they think that they will find a larger assortment there.