"This year, Geopost proudly presents its most comprehensive edition of the E-Shopper Barometer to date. Based on 30,697 interviews conducted across 22 European countries, the report provides valuable insight into the most significant trends in today’s e-commerce and a well-founded outlook on its future."
Jean-Claude Sonet, Executive Vice President for Marketing, Communications and Sustainability
"This year, Geopost proudly presents its most comprehensive edition of the E-Shopper Barometer to date. Based on 30,697 interviews conducted across 22 European countries, the report provides valuable insight into the most significant trends in today’s e-commerce and a well-founded outlook on its future."
Jean-Claude Sonet, Executive Vice President for Marketing, Communications and Sustainability
Regular e-shoppers are increasingly convinced of the benefits of online shopping – they value its time-saving convenience, practicality, and wider product selection.
Price remains the main factor in purchasing decisions – it has gained even more importance as online shopping is increasingly seen as a way to save money.
The importance of having multiple delivery options has grown significantly.
Social media is becoming a source of shopping inspiration – Instagram and Facebook strongly influence purchases, while TikTok continues to grow in popularity.
Generation Z is shaping the market – they prioritize brand trust when choosing an online store.
Regular e-shoppers are increasingly convinced of the benefits of online shopping – they value its time-saving convenience, practicality, and wider product selection.
Price remains the main factor in purchasing decisions – it has gained even more importance as online shopping is increasingly seen as a way to save money.
The importance of having multiple delivery options has grown significantly.
Social media is becoming a source of shopping inspiration – Instagram and Facebook strongly influence purchases, while TikTok continues to grow in popularity.
Generation Z is shaping the market – they prioritize brand trust when choosing an online store.
Out-of-home (OOH) delivery is quickly catching up, driven by the growing use of parcel lockers. The trend toward multiple delivery options reflects changing consumer habits and expectations. 62% of them use more than one delivery location (parcel lockers, pickup points, workplace, secure delivery spot, alternative addresses, etc.).
Knowing the delivery service is important to them due to preference for a specific provider, the convenience of having that information, previous negative experiences, and choosing a service that offers environmentally friendly delivery alternatives.
They remain very demanding when it comes to e-commerce, with a noted decrease in interest for fast delivery and a growing preference for convenient return options, such as home pickups. Three out of four expect free delivery through loyalty programs, reflecting similar needs as their European peers.
Proactive communication is key for them, as 9 out of 10 Generation Z e-shoppers are accustomed to receiving order status notifications.
They remain very demanding when it comes to e-commerce, with a noted decrease in interest for fast delivery and a growing preference for convenient return options, such as home pickups. Three out of four expect free delivery through loyalty programs, reflecting similar needs as their European peers.
Proactive communication is key for them, as 9 out of 10 Generation Z e-shoppers are accustomed to receiving order status notifications.
Almost all regular Croatian online shoppers use at least one social media platform each week as part of their shopping journey—not only to follow entertaining content but also to gather product information, explore offerings, or view product-related content.
Instagram is particularly effective at turning platform usage into shopping inspiration, as is Pinterest—though it has a smaller user base. Facebook continues to strongly drive actual purchases, while TikTok is seeing steadily increasing weekly use.
