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GEOPOST E-SHOPPER BAROMETER 2025

Person riding a bike and stopped in front of a parcel locker with the words Collect, Return, Send Person riding a bike and stopped in front of a parcel locker with the words Collect, Return, Send

Has the era of maturity been reached for European e-shoppers?

Online shopping continues to establish itself as a mainstream channel appreciated for its economic and time-saving benefits.  More than ever, e-shoppers of all ages and profiles desire a smooth, pleasant delivery experience with a wide array of flexible options, displaying a notable shift towards out-of-home solutions. Building on these new data, the 2025 Geopost E-Shopper Barometer reveals the trends and habits of European e-shoppers in the dynamic e-commerce space. 

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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

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5 KEY TAKEAWAYS

  • E-commerce is still growing, with more total e-shoppers (76% to 77%) and more Regular* e-shoppers (48% to 52%).
  • Gen Z is shaping the market: community-driven, trend-focused, and tech-savvy, they are setting new standards, 58% of them always being on the lookout for novelty. 
  • The shift in delivery preferences continues towards out-of-home, particularly lockers: lockers have risen from 23% to 27%, and are currently in second place ahead of parcel shops.
  • C2C is now mainstream: second-hand platforms show both a high purchase frequency (13.4/year) and a high selling frequency (15.8/year).
  • Social media: the role of social media in the e-shopping experience is key, social medias are now conversion platforms (up to 41% conversion rate).

*Regular e-shoppers are those who buy at least one product category online per month

A young man of African descent sits by a wooden table in a modern, sunlit living room, smiling as he A young man of African descent sits by a wooden table in a modern, sunlit living room, smiling as he

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, selling 22 times per year (vs 16 times for regular e-shoppers).

52%

of all e-shoppers are now Regular e-shoppers

89%

of all online purchases are made by Regular e-shoppers

GenZ GenZ

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. 

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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. 

C2C C2C

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.

d

64%

of C2C e-shoppers do so for financial reasons

c

39%

of C2C e-shoppers want to support a more responsible economy 

c

25%

of C2C e-shoppers like to buy from small online retailers

c

23%

of C2C e-shoppers prefer to buy directly from private individuals 

Social media Social media

SOCIAL MEDIA: FROM INSPIRATION TO CONVERSION

While social media has long supported e-shopping growth through inspiration, influencer platforms, and brand interaction, growing numbers of e-shoppers now buy directly through their favourite social media platforms such as TikTok and Instagram. The trend is even more pronounced among Gen Z shoppers: 61% of them buy directly on social media. TikTok and Instagram have achieved an impressive 41% conversion rate (percentage of website visitors who make a purchase).

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