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Online shopping behavior in Europe

Statistics report about online shopping behavior in Europe

This report on online shopping behavior provides an in-depth look into consumer attitudes in Europe, with a special focus UK, Germany, France, and Italy. The key topics in this report include European e-commerce figures, device preferences when shopping, and attitudes towards online shopping. It also includes insights on major online retailers in Europe and a final chapter on online payment behavior.

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Table of contents

Overview

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  • Premium Forecast Revenue of the e-commerce industry in Europe 2017-2030
  • Basic Statistic E-commerce share of enterprises' revenue in the EU-27 2016-2025
  • Premium Statistic Revenue of the e-commerce industry in the EU 2017-2029, by country
  • Premium Statistic E-commerce revenue share of companies in Europe 2025, by country

Device usage

5
  • Premium Forecast Number of smartphone users in Europe 2014-2029
  • Premium Statistic Device preference for online shoppers in the UK Q2 2023-Q2 2025
  • Premium Statistic Online retail website visits and orders in Germany 2026, by device
  • Premium Statistic Online retail website visits and orders in France 2026, by device
  • Premium Statistic Online retail website visits and orders in Italy 2026, by device

Favorite stores and retailers

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  • Premium Statistic Highest valued e-commerce startup companies in Europe 2025
  • Premium Statistic Leading online marketplaces in Europe 2025, by GMV
  • Premium Forecast Most popular online shops in the UK 2025
  • Premium Forecast Most popular online shops in Germany 2025
  • Premium Forecast Most popular online shops in France 2025
  • Premium Statistic Frequency of buying from foreign online stores in Poland 2025, by store
  • Premium Statistic Webshops from which online shoppers purchase in Denmark 2024

Attitudes towards online shopping

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  • Premium Forecast Attitudes towards online shopping in the UK 2025
  • Premium Forecast Attitudes towards online shopping in Germany 2025
  • Premium Forecast Attitudes towards online shopping in France 2025
  • Premium Forecast Attitudes towards online shopping in Italy 2025
  • Premium Forecast Attitudes towards online shopping in Spain 2025
  • Premium Forecast Attitudes towards online shopping in the Netherlands 2025

Online shopping behavior

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  • Premium Statistic Expected online shopping frequency change in Western European countries 2024
  • Premium Statistic European e-shoppers online purchase frequency 2024, by product category
  • Premium Forecast Return of online purchases in selected countries 2025
  • Premium Statistic Important factors in shopping again from an online retailer in Europe 2024
  • Premium Statistic Opinions about AI in online CX in Europe 2024
  • Premium Statistic Main social media platforms for product research in Western Europe 2024

Online payment

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  • Premium Statistic Share of e-commerce transaction value in Europe 2025, by payment method
  • Premium Statistic Biggest buy now, pay later (BNPL) apps in the UK 2015-2025, based on downloads
  • Premium Statistic Biggest buy now, pay later (BNPL) apps in Germany 2015-2025, based on downloads
  • Premium Statistic Biggest buy now, pay later (BNPL) apps in France 2015-2025, based on downloads
  • Premium Statistic Most used e-commerce payment methods in Italy 2016-2025, with 2030 forecast
  • Premium Statistic Most used e-commerce payment methods in Spain 2016-2025, with 2030 forecast
  • Premium Statistic Most used e-commerce payment methods in Netherlands 2016-2025, with 2030 forecast
  • Premium Statistic Main online shopping payment methods in Belgium 2024
  • Premium Statistic Most popular online payment methods in Austria 2025
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