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, business-to-consumer (B2C) e-commerce accounted for over five percent of the GDP (Gross Domestic Product) in several Western European countries. Similarly, the average share of e-commerce as a proportion of total turnover of EU businesses has grown by nearly 10 percent in the past 11 years. In other terms, online retail and, by extension, online shopping among consumers, have become very common in Europe and both continue to grow with each consecutive year.

Digital shopping habits among Europeans

Although shopping for goods and services online was ubiquitous in Europe, it was more common in certain parts of the continent. On average, about four in five Western and Northern Europeans had shopped online in 2020. By comparison, only about a third of consumers in Eastern Europe had a habit of buying on the web. There were, however, those who did so much more frequently: while it is unsurprising that a majority of Europeans shopped offline on a weekly basis, a whopping 40 percent of surveyed consumers in Germany shopped online each week.
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.

E-commerce use during COVID-19

As was to be expected, the coronavirus outbreak had an enormous impact on offline and online shopping behavior on an international scale. A significant share of consumers in Europe said they had been shopping more digitally since the pandemic began and this was especially true in countries such as Spain, Belgium, and Italy. Since the crisis, some people even started using online retailers as their primary shopping channel for specific products, such as electronic appliances and apparel.

Interesting statistics

In the following 5 chapters, you will quickly find the 50 most important statistics relating to "Digital shopping behavior in Europe".

Digital shopping behavior in Europe

Dossier on the topic

All important statistics are prepared by our experts – available for direct download as PPT & PDF!
TOP SELLER

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, business-to-consumer (B2C) e-commerce accounted for over five percent of the GDP (Gross Domestic Product) in several Western European countries. Similarly, the average share of e-commerce as a proportion of total turnover of EU businesses has grown by nearly 10 percent in the past 11 years. In other terms, online retail and, by extension, online shopping among consumers, have become very common in Europe and both continue to grow with each consecutive year.

Digital shopping habits among Europeans

Although shopping for goods and services online was ubiquitous in Europe, it was more common in certain parts of the continent. On average, about four in five Western and Northern Europeans had shopped online in 2020. By comparison, only about a third of consumers in Eastern Europe had a habit of buying on the web. There were, however, those who did so much more frequently: while it is unsurprising that a majority of Europeans shopped offline on a weekly basis, a whopping 40 percent of surveyed consumers in Germany shopped online each week.
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.

E-commerce use during COVID-19

As was to be expected, the coronavirus outbreak had an enormous impact on offline and online shopping behavior on an international scale. A significant share of consumers in Europe said they had been shopping more digitally since the pandemic began and this was especially true in countries such as Spain, Belgium, and Italy. Since the crisis, some people even started using online retailers as their primary shopping channel for specific products, such as electronic appliances and apparel.

Interesting statistics

In the following 5 chapters, you will quickly find the 50 most important statistics relating to "Digital shopping behavior in Europe".

Contact

Get in touch with us. We are happy to help.
Statista Locations
Contact Vianny Gutierrez-Cruz
Vianny Gutierrez-Cruz
Sales Manager– Contact (United States)

Mon - Fri, 9am - 6pm (EST)

Contact Ziyan Zhang
Ziyan Zhang
Customer Relations– Contact (Asia)

Mon - Fri, 11:30am - 10pm (IST)

Contact Kisara Mizuno
Kisara Mizuno
Customer Success Manager– Contact (Asia)

Mon - Fri, 9:30am - 5:30pm (JST)

Contact Lodovica Biagi
Lodovica Biagi
Director of Operations– Contact (Europe)

Mon - Fri, 9:30am - 5pm (GMT)

Contact Catalina Rodriguez
Catalina Rodriguez
Key Account Manager - LAC– Contact (Latin America)

Mon - Fri, 9am - 6pm (EST)