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.
A large majority of online transactions in Europe take place on marketplaces. In 2025, marketplaces accounted for 61 percent of total ecommerce GMV, according to ECDB. In other parts of the world, this share is even higher. The concentration is expected to increase further in Europe as well.
German online photo service store, PosterXXL, was rated as the best online shop in Germany. It outranks local dominant online seller Otto, as well as Lascana. Ratings were based on more than 753,000 customer reviews.
Price remains the most important factor for online shoppers in Portugal. A majority of 73 percent of consumers in Portugal said that competitive pricing is the main driver behind their purchase decisions. For 71 percent, promotions and discounts are the main drivers.
TikTok Shop is preparing to launch in Poland, the Netherlands and Belgium. This is evident from job listings for its “strategic readiness team” and for customer solutions managers who are fluent in Polish or Dutch. Seller environments have already been set up, but they are not yet live.
Consumers sold goods worth 10.8 billion euros on second-hand marketplace Vinted in 2025. That is an increase of almost 50 percent, compared to 2024. The company’s revenue reached 1.1 billion euros, also a record high. According to CEO Thomas Plantenga, Vinted delivered strong results across every growth vector. One of these is its delivery services for external clients.
TikTok Shop is gaining popularity among online consumers in Germany. One year after its launch, 15 percent of German online shoppers have made at least one purchase on the platform. In addition, both purchase frequency and the average order value have increased.
Last year, consumers in the Netherlands spent 35.7 billion euros online. This represents a 1 percent decrease in online spending compared to 2024. At the same time, Dutch consumers are increasingly ordering from abroad, as the number of cross-border purchases rose by 9 percent.
Last year, online sales in Sweden increased 10 percent compared to the year before. In total, ecommerce reached approximately 14 billion euros (153 billion Swedish Kronor). This is the highest turnover ever recorded in the country.
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.