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Share of consumers in selected European countries who used online as their main shopping channel in 2025, by product category

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Source

Release date

June 2025

Region

Europe, Denmark, France, Germany, Italy, Norway, Romania, Spain, Sweden, United Kingdom

Survey time period

April 2025

Number of respondents

Over 16,000 consumers**

Supplementary notes

*Including low and no-alcohol alternatives.

**Consumers were from the United Kingdom, Sweden, Germany, Denmark, Norway, France, Spain, Italy, and Romania.

Citation formats

Share of consumers who bought mainly online in Europe 2025, by product category

Published by
Yihan Ma,
Aug 12, 2025

In 2025, around ** of consumers in selected European countries used the online channel as their primary source of apparel purchases. According to a survey, ** percent of shoppers bought appliances, toys, and games mostly online, while ** percent did the same for luxury fashion products.

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