70% European online shoppers active on C2C platforms

The amount of online shoppers in Europe decreased 1 percent in 2023. However, the amount of regular online shoppers has remained stable. And 7 out of 10 of these regular online shoppers were active on C2C platforms, where they bought or sold secondhand products.

These data come from the E-shopper Barometer 2023 by Geopost, a French logistics company. The report gives insight into the latest developments and trends in online shopping. More than 24,000 Europeans in 22 countries, between the ages of 18 and 70, participated.

According to the report, the share of European online shoppers has decreased slightly in the last two years. Both in 2022 and 2023, the share dropped 1 percentage point. The share of regular online shoppers remained stable. According to 65 percent of them, online shopping is a way to save money.

Secondhand platforms popular

The use of consumer-to-consumer (C2C) platforms is very common for these regular shoppers. At least 70 percent bought or sold on these platforms in 2023. A third said that their purchases of secondhand products had increased. And consumers mostly sold on these platforms to free up space at home.

Dutch online shoppers use second-hand platforms more often than shoppers from other countries.

There are differences when we look at consumers in each countries. Within the Netherlands, 77 percent of online shoppers bought or sold on secondhand platforms. In Italy, that share was 66 percent. In the United Kingdom, the share was 74 percent, in Germany it was 73 percent and in France it was 75 percent.

7 out of 10 used social media for online shopping

At the same time, social media is also ingrained in online shopping. Last year, 70 percent of regular online shoppers used social media to get inspiration or information. And 48 percent bought products directly through social media platforms.