Sep 2, 20192 min read

When Do Most People Shop Online?

Fredrik Thambert headshot

by Fredrik Thambert

New data from Klarna shows when customers are most likely to come to your store.

Have you ever wondered which time and day of the week most people are doing their online purchases? Then you’ve come to the right place. According to a new report by Klarna on Swedish consumers, it’s between 9 pm and 10 pm on Sundays. In fact, Sunday is the biggest day for online shopping during the entire week.

“It is becoming increasingly common for consumers to both visit physical stores and search online before deciding what to buy, and this pattern becomes extra clear during the weekends. Online sales dip towards the end of the week and then rise on Sundays. Many consumers use their free time at the weekend to carefully evaluate the options and then complete their purchases in peace and quiet at home on Sunday evening,” says Viveka Söderbäck, Klarna’s expert on consumer behaviour.

This doesn’t mean that brick-and-mortar shopping is dead. Rather, it reveals why retailers need to have an omnichannel strategy rather than seeing their physical shops and webstore as two separate things.

“The data shows how important it is for merchants to enable a seamless transition between physical and online stores to offer a personal shopping experience and be available whether consumers want to do research, seek inspiration, or make a purchase,” Viveka Söderbäck points out.

And what time of the year is the busiest for online shopping? This is, of course, important to know so you as a merchant can plan your inventory and marketing activities accordingly.

Klarna’s data shows that November by far is the biggest shopping month, with a 95 percent increase in sales compared to an average month. The second biggest month in sales volume is December. This might not come as a surprise considering Black Week and Christmas both occur during this period, but it’s still worth considering in order to optimise your business.

The growth in mobile shopping

Today, most online purchases (52 percent, according to fresh data from Klarna) are made with mobile phones. But this does not necessarily mean that consumers generally enjoy the experience. A recent customer survey shows that only 36 percent of shoppers prefer to use their mobile phones, compared to 48 percent answering computers. Klarna’s data also shows that the average order value is 33 percent higher on purchases made on computers.

“The mobile is the consumer’s main tool when it comes to everyday products, while the computer comes into play when it is time for more thorough research. One example of this is that mobiles are used the most when buying children’s products, and computers when buying electronics. It is not difficult to imagine a stressed-out parent simplifying everyday life with fast online purchases on their mobile, whereas a consumer looking for a new refrigerator is unlikely to spontaneously shop on the bus,” Viveka Söderbäck says.

Want more consumer insights from Klarna? Check out the full e-commerce report here.