Dark patterns, new marketplace & consumer optimism - eCommerce News No. 76

What has happened in the eCommerce industry recently? The latest information on Polish and international online trade can be found, as always every two weeks, in Advox Press Release. In this edition, you will read about: combating unfair practices in online stores, the debut of Kaufland's marketplace in Poland, and the conclusions from a global study on consumer behaviour. Don’t miss any of the updates - read the 76th edition of the Advox Press Release!

Dark patterns - manipulative practices or industry standard?

The International Consumer Protection and Enforcement Network (ICPEN), in cooperation with national pro-consumer institutions, including the Polish Office of Competition and Consumer Protection (known as UOKIK), analysed the eCommerce industry for the use of so-called dark patterns in online stores. The results were alarming.

Out of 642 online stores, 75.7% used at least one dark pattern, and 68% used two or more.

"Dark patterns" refer to a set of practices, often involving elements of manipulation, aimed at persuading customers to make a specific decision. The most common technique is the use of preselection, which may include automatically choosing the most expensive option by the system or adding a "most frequently chosen product" note on the product page. These actions suggest the appropriateness of purchasing a specific item, often misleading customers. Other examples of dark patterns include:

• difficulty in cancelling transactions or removing products from the cart,
• creating a sense of scarcity through false countdowns or suggesting limited product availability,
• highlighting specific information on the page, e.g., marking a button for a more expensive offer with a darker colour.

Using dark patterns not only undermines consumer trust but is also against the law. Detection of their use by UOKIK can result in fines. Recently, Amazon was fined 31 million PLN for manipulative practices, and it appears that the detection of dark patterns will become even more effective. UOKIK announced that it is working on an AI tool to scan websites for such practices.

Will Kaufland Marketplace succeed in Poland?

Kaufland's marketplace is gaining record popularity in Germany. The brand also had a successful debut in the Czech Republic and Slovakia, and this is just the beginning. The network has decided to enter the Polish and Austrian markets. Will this move also be successful?

Kaufland Marketplace will launch in Poland on August 7, 2024. So far, the platform has attracted significant interest from sellers - over 2000 entrepreneurs have registered, offering products in more than 6400 categories. The platform attracts with appealing entry conditions. Entrepreneurs can benefit from commission-free sales for the first three months and receive a startup bonus of 1200 euros to use for advertising their assortment.

The low entry threshold and the opportunity for easy income diversification are not the only benefits encouraging sales on the platform. Kaufland also offers excellent conditions for the development of international sales across the five markets where it operates, providing access to over 52 million customers. Additionally, sellers can take advantage of conveniences such as free translation of product information, processing payments in local currency, and multi-channel marketing solutions. A fulfilment service will also be introduced, where Kaufland handles packing and shipping orders directly to customers, as well as providing appropriate post-sale support.

Will consumers be equally eager to use the platform? We will find out in a few months, but it is certainly worth keeping an eye on the company's actions in the Polish marketplace.

Price as the main factor influencing consumer optimism - Strategy& study

What is the Polish consumer like? Strategy& (part of PwC Group) sought to answer this question by creating the report: „Optymizm tylko tam, gdzie niska cena. Postawy i zachowania zakupowe polskich konsumentów” (which translates to "Optimism Only Where the Price is Low. Attitudes and Shopping Behaviours of Polish Consumers"). This study is part of a global research analysing shopping behaviours.

The main findings from the study include:

• Openness to new technologies - 59% of Poles shop using mobile devices at least once a month. Moreover, 51% of customers would like AI to help them gather and synthesize information about products.
• Practical approach to spending - 47% of online shoppers pay attention to promotions and price reductions, making an effective promotional policy the most valued element of the offer. The biggest concern for most (66%) remains inflation.
• Environmental awareness - 83% of Polish consumers are aware of climate change in their daily lives, but only 16% consider climate protection an important factor when shopping online.

What distinguishes Poles from consumers in other countries? For Polish residents, the financial factor remains the most important aspect. However, this does not mean they are closed to new ideas. Poland stands out with its openness to new online sales models, such as subscriptions. This is influenced by a range of factors, both cultural and economic, including market maturity and the level of development of the payment infrastructure.

Curious? Read more:

UOKIK on the trail of dark patterns in eCommerce
Kaufland opens a marketplace in Poland
Strategy& study