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.
Portuguese consumers have now spent around 11 billion euros on online shopping so far in 2025. This is about 1 billion euros more than last year. The estimate comes from the Associação de Economia Digital (AED).
In the second quarter of this year, 78 percent of Nordic consumers placed an online order at a store from abroad. Compared to the same period last year, this is an increase of 4 percent. Cross-border shopping is associated with lower prices, for most consumers in the Nordic countries.
Compared to September 2024, online sales in Switzerland have shown a cumulative increase of 9 percent up to and including the third quarter of this year. And over the first half of the year, ecommerce increased 8 percent. That is a much stronger growth than over the course of 2024.
Vinted is performing well in 2025: revenue grows by 40 percent to over 1 billion euros. The company’s gross merchandise volume (GMV) surpasses the mark of 10 billion euros, according to CEO Thomas Plantenga on LinkedIn. “A big year for Vinted.”
Shein and Temu together sell around 3.3 billion euros worth of products in Germany, according to the German Retail Federation (HDE). One in five German consumers plans to make purchases from the Chinese platforms in the run-up to Christmas. “That is somewhat of a paradox”, says HDE director Stefan Genth.
In the third quarter of this year, more than half (53 percent) of all online orders in Denmark were completed on mobile phones. This was a strong increase compared to the same period last year, when 45 percent of Danes said that they used their mobile phone for online shopping.
Amazon may have to compensate German customers for the higher Prime subscription fees it unilaterally introduced three years ago. A regional consumer protection authority, which filed the lawsuit, wants Amazon to reverse the price increase and refund the difference to its customers.
Ecommerce continues to expand rapidly in Portugal. According to the 2025 E‑Shopper Barometer by Geopost, 75 percent of Portuguese consumers now buy online, and nearly half are considered regular online shoppers. Each Portuguese online shopper makes around 39 online purchases per year, a slight increase from 2023 but still below the European average of 49.
TikTok has launched Shop Local in the United Kingdom, a support scheme for small and medium-sized enterprises (SMEs). The competition promotes the sale of homegrown goods to British consumers, with packages to help local businesses set up and start selling on the platform.
Around 50 percent of online shoppers in Germany, France, Italy, Spain and the United Kingdom have shopped at Temu or Shein this year. Compared to a year ago, the amount of shoppers using those platforms has not changed much. It seems that Temu’s and Shein’s growth in Europe has slowed down.
Large international online platforms have grown rapidly in the Netherlands in recent years. However, local players still dominate the market. According to the latest Twinkle100, AliExpress, Shein and Temu are not among the ten largest online retailers in the country. Far from it. Amazon has also taken a step back, in both turnover and ranking.
Amazon remains by far the largest online shop in Germany, ahead of local players Otto and Zalando. This is shown in a new top 1,000 ranking by retail institute EHI and ECDB. The combined revenue of the thousand top sellers was 3.8 percent higher last year compared to the year before. The top 10 grew the fastest. More growth is expected this year.
Only 14.77 of online shoppers return to an online store to place a second order. And even fewer customers become regular customers. Sellers should implement more well-timed measures to engage repeat customers, according to a recent study from Uptain.
Online consumer spending in Europe grew by 7 percent last year, reaching 819 billion euros. For this year, industry associations Ecommerce Europe and EuroCommerce expect another 7 percent growth. Online spending is growing particularly strongly in Eastern Europe.
In the first half of the year, consumers in the Netherlands spent more than 17 billion euros online. Compared to the same period last year, this represents a decline of 1 percent. Spending on services fell sharply, while spending on products increased slightly.