Discover how online commerce is evolving in 2025!

The Online Shoppers Barometer 2025, conducted by Geopost across 22 European countries and based on insights from more than 30,000 respondents, offers a clear perspective on the evolution of e-commerce.

The report highlights the growing maturity of online shopping, the increasing interest in cross-border purchases, the rising influence of Generation Z, and the rapid expansion of out-of-home delivery solutions.

It also confirms that the courier’s brand, delivery flexibility, and sustainability have a significant impact on purchasing decisions. In a market undergoing constant transformation, the delivery experience has become a critical differentiator for both retailers and consumers.

The 2025 edition of the Online Shoppers Barometer confirms that the European e-commerce market has entered a stage of maturity, where customer behaviours are more stable yet increasingly sophisticated.

Consumers now buy across a wider range of categories, pay closer attention to price, and turn more frequently to cross-border shopping.

Generation Z emerges as a powerful driver of digital transformation, shaping purchasing preferences through a high frequency of orders, strong engagement with social media, interest in technology, and a growing appetite for sustainable products.

At the same time, out-of-home delivery—especially parcel lockers—is gaining significant traction across Europe, signalling a clear need for flexibility, control, and fast, seamless experiences.

In this context, the courier’s brand plays a crucial role in the purchasing decision, and both retailers and logistics operators must provide transparency, diverse delivery options, and simplified return processes.

The Geopost 2025 Barometer becomes an essential resource for companies aiming to understand consumer expectations and adapt their strategies to the new realities of the online commerce landscape.