Europe is shopping online more than ever before, but how we shop varies greatly depending on where we live.
The European Ecommerce Report 2024, commissioned by Nexi and conducted by Teleperformance, sheds new light on how ecommerce is evolving across 11 key European markets. Based on insights from over 28,000 consumers aged 18–79, this is one of the most comprehensive views of online consumer behavior in Europe today.
Here’s what businesses need to know
One digital Europe, many local habits
While ecommerce is booming across the continent, with 94% of consumers shopping online in the past month, local preferences continue to shape the online experience in powerful ways.
In Germany and Sweden, shoppers prefer to buy from local webshops, with loyalty rates at 89% and 82%, respectively.
In Southern Europe, PayPal and cash-on-delivery remain strong, while the Nordics are dominated by mobile-first solutions like Swish and Vipps.
In the DACH region, traditional payment methods like credit cards and invoices still reign.
Insight: For international retailers, localization is no longer optional, it’s a competitive necessity.
Convenience first: but sustainability is rising
Consumers still prioritize convenience, lower prices, and time savings.
However, sustainability is emerging as a key influence on buying decisions:
Over 50% of respondents want merchants to reduce packaging.
In Italy (66%) and Austria (62%), this expectation is even stronger.
Tip: Brands that promote eco-friendly packaging and carbon-conscious delivery options can differentiate themselves, especially in Central and Southern Europe.
Top categories dominating European e-commerce in 2024
Top online purchase categories:
Clothes, shoes, and beauty products dominate across all regions.
Travel and hospitality take the biggest share of spending — especially hotels and flights.
Local flavor:
Nordics show strong interest in cruises.
Poland and Italy favor charter vacations.
Polish consumers are also shopping more across niche categories like children’s goods, electronics, and physical media.
Digital subscriptions thrive
Streaming services - music, film, TV - are the most purchased digital services, with 38% of consumers making a transaction in the past 28 days.
The rise of digital subscriptions means brands must consider:
Seamless sign-up experiences
Transparent pricing
Trustworthy data practices
What consumers want from e‑commerce today
Across regions, one trend is clear: trust is the currency of digital commerce.
Consumers increasingly favor platforms that are:
Fast and reliable
Simple and secure
Respectful of personal data and privacy
What this means for e‑commerce businesses
The European ecommerce landscape in 2024 is rich with opportunity, but also complexity.
To succeed:
- Optimize for mobile and convenience
- Offer localized payment and delivery options
- Show your sustainability efforts
- Earn and maintain consumer trust
Europe is digitally united, but culturally and commercially diverse.
Ecommerce success means mastering both.
Ready to dive deeper?
