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7 Top Reasons Why Europeans Choose Online Shopping
Several reasons drive shoppers to buy online, such as:
- home delivery
- cheap prices
- good offers
- convenience
- a wider choice of products
- higher levels of product information
- 24/7 availability
Home delivery is a priority for 50% of UK respondents, 43% of German respondents, and 42% of French respondents, while cheap prices are a priority for 47% of respondents.
Source: InternetRetailing
EU Markets: Device Usage and Shopping Categories
The most popular digital devices among European consumers are desktop computers, followed by laptops and smartphones. However, the use of desktops has decreased, with 40% of global respondents saying they never shop using a desktop computer.
Laptops are more popular as shopping devices, with 24% of respondents stating they had never shopped using a laptop in the last year.
Smartphones are the most popular devices for buying online, with 39% always using them in France, 38% in the UK, and 29% in Germany.
Smart TV commerce has yet to gain popularity, with 83% of shoppers in the UK and Germany having never used it.
Fashion and accessories are the most popular categories of products online, with 64% of Benelux shoppers buying fashion products in the previous year and 61% of German shoppers.
However, European respondents were less likely to buy groceries online in the last year than the 20-country average of 41%. Beauty and cosmetics products are also more popular in the Benelux countries, with 39% of shoppers buying electronics online in the past year.
Homewares are a popular online purchase, with 41% of respondents from the Benelux countries and Germany buying homewares in the last year.
Source: InternetRetailing
EU Delivery Expectations: Speed vs Sustainability
Retailers and brands in EU markets must meet customer expectations on speed of delivery to compete effectively and win more customers. Same-day delivery is insignificant to Nordic consumers, while next-day delivery is highly valued in the UK and France.
The Nordics are least used for next-day delivery, with 41% not considering it for any purchases.
French consumers are most likely to value carbon-neutral home delivery, with 75% valuing it or very important. An environmentally friendly approach to delivery is valued more highly in Benelux countries (69% say it is important or very important) than in the Nordics.
EU Markets: Key Insights
The research reveals significant variations in online shopping behaviors across European markets, with clear patterns emerging in preferences and priorities. While digital commerce continues to grow, notable regional differences exist in delivery expectations, spending patterns, and shopping frequencies.
Key trends show smartphones overtaking traditional desktop computing as the preferred shopping device, though adoption rates vary by region. Fashion and accessories dominate online purchases across markets.
These findings suggest that retailers must adopt market-specific strategies rather than a one-size-fits-all approach when expanding across European markets. Understanding and adapting to local preferences in delivery options, payment thresholds, and environmental consciousness will be crucial for success in cross-border e-commerce.
