Koen van Gelder
Team Lead E-commerce
Digital shopping behavior in Europe - statistics & facts
Over the past decade, and especially since the coronavirus (COVID-19) pandemic, it has become clear that e-commerce is increasingly becoming a mainstay in the European economy. In the past couple of years, for example, e-commerce accounted for a significantly higher share of retail sales in several Western European countries. Overall, the average share of e-commerce as a proportion of total revenue of businesses in the European Union has grown by more than five percent since 2011. In other terms, online retail and, by extension, online shopping among consumers, have become very common in Europe and both continue to grow consistently.
Depending on the country of origin, consumers also had different attitudes towards online shopping. But each of the surveyed countries did have one thing in common: whether it was the Netherlands, Germany, or France, over 40 percent of shoppers had a habit of doing research online before making any major purchase. Additionally, European shoppers typically have a few prerequisites before deciding whether to buy an item they want online. When asked what they found most important, shoppers in a number of countries, e.g., France and Spain, frequently mentioned a fast and/or reliable delivery, a good returns policy, and in-stock availability of the product(s) in question.
Digital shopping habits among Europeans
Although shopping for goods and services online is ubiquitous in Europe, it is more common in certain parts of the continent than others. For instance, nearly 40 percent of Dutch consumers said in a survey that they shopped online on a weekly basis in 2023. By comparison, less than 25 percent of Norwegians and Finns did the same each week.Depending on the country of origin, consumers also had different attitudes towards online shopping. But each of the surveyed countries did have one thing in common: whether it was the Netherlands, Germany, or France, over 40 percent of shoppers had a habit of doing research online before making any major purchase. Additionally, European shoppers typically have a few prerequisites before deciding whether to buy an item they want online. When asked what they found most important, shoppers in a number of countries, e.g., France and Spain, frequently mentioned a fast and/or reliable delivery, a good returns policy, and in-stock availability of the product(s) in question.
A multitude of online payment options
With the rise of e-commerce, online payment providers have not been standing still. Payment options are a key criterion in consumer attitudes on online shopping: frictionless payment was mentioned by shoppers globally as the most-wanted e-commerce innovation. Ease of payment is especially important for older generations of shoppers, although more than half of Gen Z also wish for further innovation in this domain. Developments in online payment also reflect the current economic situation – inflation and economic hardship have resulted in the popularization of Buy Now, Pay Later services. PayPal and Klarna are the market leaders in many European countries.
