According to a survey conducted in 2023, many consumers in Europe purchased and researched goods across channels in the last three months. In fact, some ** percent of Italian and Spanish consumers used both channels for their product shopping and research needs. While high shares of shoppers used both channels or simply shopped in-store, the percentage of European consumers who only made use of online channels was considerably lower for each of the **** countries.
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McKinsey & Company. (December 3, 2023). Leading shopping channels used by consumers for purchasing and researching products in Europe in the last three months in 2023, by country [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved August 02, 2026, from /statistics/1481934/channels-used-for-buying-and-researching-goods-europe/
McKinsey & Company. "Leading shopping channels used by consumers for purchasing and researching products in Europe in the last three months in 2023, by country." Chart. December 3, 2023. ÌÇÐÄÆƽâ°æ. Accessed August 02, 2026. /statistics/1481934/channels-used-for-buying-and-researching-goods-europe/
McKinsey & Company. (2023). Leading shopping channels used by consumers for purchasing and researching products in Europe in the last three months in 2023, by country. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: August 02, 2026. /statistics/1481934/channels-used-for-buying-and-researching-goods-europe/
McKinsey & Company. "Leading Shopping Channels Used by Consumers for Purchasing and Researching Products in Europe in The Last Three Months in 2023, by Country." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 3 Dec 2023, /statistics/1481934/channels-used-for-buying-and-researching-goods-europe/
McKinsey & Company, Leading shopping channels used by consumers for purchasing and researching products in Europe in the last three months in 2023, by country ÌÇÐÄÆƽâ°æ, /statistics/1481934/channels-used-for-buying-and-researching-goods-europe/ (last visited August 02, 2026)
Leading shopping channels used by consumers for purchasing and researching products in Europe in the last three months in 2023, by country [Graph], McKinsey & Company, December 3, 2023. [Online]. Available: /statistics/1481934/channels-used-for-buying-and-researching-goods-europe/
