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E-shopper barometer 2017

DPDgroup highlights Europeans’ latest online shopping habits

DPDgroup shines light on the rapidly changing landscape of online shopping in Europe in the second edition of the E-Shopper Barometer report. In the most extensive report to focus on online shopping trends in Europe, Kantar TNS interviewed 23,849 participants across 22 countries.*

--- "This survey highlights micro trends including Online purchasing experience, Cross-border e-shopping, M-commerce, Delivery and Payment preferences This year’s report underlines the clear potential that cross-border shopping represents. One of three key features that can favour online cross-border purchases is related to local behaviours and requirements as well as shoppers’ specific needs in each market. This is an interesting challenge for the Belgian entrepreneur, knowing the share of international business in our rather small country. Mobile-friendly platforms is the second to cater for the rise in m-commerce. Last but not least, ensure an impeccable first experience for new e-shoppers would secure their loyalty in the long term. Our products, like Predict which focuses on ultimate customer experience do support the e-tailer to the maximum in making his webshop a success story."---

Silvio Mestdagh, CEO DPD Belux.


E-shopper barometer comparison tool: that allows readers to better understand the way in which each country fares based on a number of different criteria.



  1. Home is still by far the most used delivery choice, while interest for alternative locations is growing, e.g. parcel shops, retailer stores and lockers.
  2. M-commerce: smartphones are increasingly used to make online purchases, especially among heavy buyers and millennials (55%).
  3. Cross-border purchases are growing significantly, especially for products originating from China. There is still room for strong growth as one third of e-shoppers are willing to start purchasing abroad.
  4. Delivery and payment preferences vary widely from one country to the next. To meet customers’ expectations and further develop e-commerce activities, e-tailers must think local to maximise opportunities.
  5. The vast majority of e-shoppers consider their most recent online purchasing experience as ‘very positive’, and found their experience ‘easy’.


  • Country sheet Europe (193,89 kB)
  • DPDgroup - de online shoppinggewoontes van de Europeanen (438,83 kB)
  • DPDgroup présente les dernières habitudes d’achat en ligne des européens (402,49 kB)
  • E-commerce Belgium: are we ready for the mobile shift? (460,27 kB)
  • Full report Europe (4,87 MB)






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*The 2017 edition of the DPDgroup E-Shopper Barometer Report was conducted Kantar TNS from 1 June to 3 July 2017. Blind interviews took place online among 24,871 participants across 21 European countries (Austria, Belgium, Croatia, Czech Republic, Estonia, France, Germany, Hungary, Ireland, Latvia, Italy, Lithuania, Netherlands, Poland, Portugal, Romania, Slovakia, Slovenia, Spain, Switzerland, UK) and Russia. All participants, aged 18 or over, had placed and received at least one online order for physical goods since January 2017.