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GEOPOST E-SHOPPER BAROMETER 2025
This year, Geopost is proud to release its most far-reaching E-Shopper Barometer to date. Building on the responses of 30,697 interviews across 22 European countries, it offers precious insight into the most meaningful trends in e-commerce today while providing a well-informed glimpse into the future.”
Jean-Claude Sonet, EVP Marketing, Communication & Sustainability
AFICIONADOS: THE E-COMMERCE DRIVERS
Aficionados continue to drive e-commerce volumes, receiving an average of 7.2 parcels last month (vs 5.1 parcels for Regular e-shoppers). They purchase 9.2 categories, with 64% of them purchasing fresh food or grocery products online. They drive the C2C market and sell 22 times per year on C2C platforms (vs 16 times for regular e-shoppers).
GEN Z: THE TREND-SETTERS
Young, financially secure, and highly connected, Gen Z e-shoppers are digital natives who buy online without hesitation. Perhaps unsurprisingly, they exceed all previous generations in terms of online purchase volume (60.9 purchases on average per year). More than their elders, Gen Z buyers trust social media, which they rely on for influencer advice, shopping inspiration, and direct purchasing. They are also increasingly attracted to second-hand shopping. Like Regular e-shoppers, Gen Z buyers are becoming more demanding in terms of delivery, expecting a “real time” experience, multiple delivery options, and the ability to choose the day and one-hour delivery slot in advance.
DELIVERY: ALL OF IT (STILL) MATTERS
As the final step in the e-shopping experience, the importance of a smooth delivery cannot be overstated. All aspects of delivery have a role to play in customer satisfaction, with e-shoppers’ increasingly high expectations covering everything from real-time information to rescheduling flexibility to advanced notifications. Home remains the delivery location of choice, but this preference decreases generationally. Meanwhile, OOH solutions, and in particular parcel lockers, continue to gain popularity, most notably among Gen Z e-shoppers. And when it comes to carrier brands, the name matters more than ever: 76% of e-shoppers want to know the delivery company, vs 71% in 2023.
In only 10 years, the second-hand market has grown from niche to mainstream, which is an amazing performance. Interestingly, second-hand and OOH mutually support one another. The success of the second-hand market benefits OOH because small sellers and buyers alike find the affordability and flexibility of OOH solutions very attractive. At the same time, OOH provides powerful leverage for the development of C2C providing buyers and sellers with a "ready-to-use" distribution network of lockers and parcel shops.”
Florian Bonnasse, OOH Business Development Director
C2C: THE FEVER IS HOTTER THAN EVER
Customer-to-customer e-commerce has been popular for the past few years, and the trend shows no sign of slowing. In 2025, 72% of European e-shoppers buy or sell products on C2C platforms, with 48% buying at least once per month (+4 pts vs 2023). E-shoppers are even becoming entrepreneurs, selling more than buying. 83% of Gen Z e-shoppers buy or sell on C2C platforms, leading the way with 15.8 selling transactions per year.
Why buy second-hand? Three key reasons: affordability, contributing to the circular economy, and the desire to support small businesses. Those who sell via C2C are motivated both by a desire to supplement their income and to get rid of unused possessions.
