E-shoppers Today – a Deep Dive with Experts in E-Commerce

The 2025 edition of our internationally recognised E-shopper Barometer is now out. Our experts Hervé Crochet, Group Head of Sales, Carmen Cureu, Market Research Director and Florian Bonnasse, OOH Business Development Director, sit down together to unpack this year’s findings.

E-Commerce Growth & Changing Habits 

Carmen: Let’s start with the scale of the 2025 study, gentlemen! We’ve conducted over 30,000 interviews across 22 European countries, making this the most robust e-commerce barometer in Europe. What’s striking is how embedded online shopping has become—77% of Europeans are now e-shoppers, and regular e-shoppers make up 52% of that group. That’s a 4-point increase since 2023.

Hervé: That’s a huge shift, Carmen. And it’s not just about frequency—volumes are steady, with regular e-shoppers ordering about five parcels a month. What I’ve noticed is the rebound in growth across markets. France saw a +6% rise in goods purchased online in 2024, Germany’s growth is also accelerating, and Spain is booming with +13% online revenue. Carmen, do you think this growth is tied to the diversification of what people are buying?

Carmen: Absolutely, Hervé. We’re seeing expansion across categories—fashion, shoes, beauty, healthcare, even fresh food and furniture. It’s no longer only about convenience; it’s now about lifestyle. Florian, you’ve been tracking delivery trends—how are these shifts in buying behaviour impacting delivery preferences?

Delivery Preferences: Flexibility Takes the Lead

Florian: Great question, Carmen. Flexibility is the name of the game. Parcel lockers have become the second most preferred delivery option after home delivery. Out-of-Home (OOH) solutions such as lockers are now mainstream—46% of e-shoppers use them. And what’s notable here is this doesn’t mean Pickup shops are declining. As a solid option, they’re holding steady, showing that consumers embrace a hybrid mode of delivery based on their needs. 

Hervé: That’s true, and it’s reflected in vertical adoption, as well. We’re seeing fashion, tech, DIY and even pet food retailers using OOH solutions. What about e-shoppers who buy cross-border, are they driving the trend too, Florian? 

Florian: Definitely!  Shoppers who go international are more likely to use lockers and parcel shops—30% and 26% respectively. They value proximity and flexibility, where a dense, interconnected OOH network is key–exactly like Geopost’s European network of 135,000 collection and drop-off points. Carmen, as we’re on the point of evolving behaviours, how is second-hand shopping performing?

Second-hand Shopping and the GenZ Effect

Carmen: It’s holding strong. 72% of e-shoppers are active in C2C transactions, and monthly buying frequency is up. The eye-catcher for me is the rise of e-sellers—many are selling more often than they buy. Hervé, I think you'd mentioned previously this could impact traditional retail?

Hervé: Absolutely, Carmen, it’s a non-negligible shift in consumer spending. What’s bought second-hand affects what’s bought new. This is an opportunity for retailers to factor this into their strategies, especially in fashion and tech. And speaking of shifts, GenZ is today's trend-setters redefining the rules. Carmen, what stands out about their habits?

Carmen: They’re hyper-connected and buy more than once a week. Over 60% are women, and they’re driving growth in accessories and beauty. They’re also financially independent, often combining income with parental support. Florian, what does GenZ's influence look like to you?

Florian: They expect emotion and experience, even online. Unified commerce is their norm—social media, web and physical stores blend seamlessly. Social platforms are now conversion tools. TikTok, Pinterest—they’re shortening the sales cycle. Hervé, how is Geopost adapting to these expectations?