We share lots of articles containing hard statistics about ecommerce in Europe, but sometimes these are just numbers. Sometimes it can be more interesting to know more about the consumers driving these statistics. On this page you’ll find article we’ve written about online consumer behavior in Europe.
Temu served an average of nearly 130 million Europeans per month in the second half of 2025. That is 12 percent more than in the first six months of last year. Especially Spain and Italy saw a strong increase in users.
More than a third of online shoppers in the European Union experienced one or more problems last year. Late delivery is mentioned most often as an obstacle. In five member states, more than half of online shoppers reported issues.
In 2025, Portugal reached a total of 5.8 million online shoppers. This was an increase of almost 4 percent compared to a year earlier. Price and free delivery are the main factors influencing online shopping decisions in Portugal.
Last year, 78 percent of internet users in the European Union made at least one online purchase. Ireland ranks highest, with more than 95 percent. In Romania, the number of online shoppers has grown the most over the past ten years.
The number of European users of shopping platform Shein is still growing, but no longer rapidly. From August last year through January this year, an average of just under 156 million Europeans actively used the platform each month. That is 6.9 percent more than in the six months before. Most visitors come from France.
A new study shows that almost 40 percent of Portuguese consumers now shop online at least once a week. A year ago, only 24 percent of consumers in the country said that they shopped online with the same frequency. The remaining 62 percent now shop online once or several times a month.
Last month, products priced over 100 British pounds generated 41 percent of revenue on TikTok Shop in the United Kingdom. This shows that consumers in the country are placing a high amount of premium purchases on the social media platform. Social commerce is maturing, according to researchers.
Amazon is by far the largest ecommerce player in Europe. A new top 10 ranking also includes two other American companies, three Chinese players and two Russian platforms. Allegro and Zalando complete the list published by ECDB.
Only 28 percent of the 100 largest online stores in Belgium and the Netherlands offer customer service in the evening. And only 44 percent use WhatsApp as a customer service channel, even though the app is very popular among consumers. As a result, online stores are missing out on conversions.
Nearly a quarter of German consumers use online subscriptions for products such as razor blades, shampoo, or flowers. On average, they have three active subscriptions. This is according to research by the digital industry association Bitkom among more than 1,000 German consumers.
The number of low-cost ecommerce parcels that the European Union received from outside the Union rose sharply again last year, increasing by 26 percent. In total, 5.8 billion parcels with a value of up to 150 euros were imported. That amounts to roughly one parcel per EU citizen per month.
Amazon has taken an important step in the field of quick commerce in Europe. The company has launched Amazon Now in London. Users can order thousands of everyday essentials, including groceries and personal care items, which are delivered within 30 minutes in selected parts of the city.
In a short period of time, Temu has become a dominant player in global ecommerce. Nearly a quarter of consumers (24 percent) made their most recent cross-border purchase on the Chinese platform. This puts Temu on par with Amazon.
Product discovery still mostly happens on marketplaces, with 37 percent of consumers starting their shopping journey there. Compared to last year, this is a decrease of 10 percent. Social platforms and AI assistants have increased their share in the last 12 months.