For the past four years, the DPDgroup e-shopper barometer report has revealed the trends and behaviours of Europeans who buy online. It is the largest and most complete survey on e-shopping and cross-border e-commerce ever conducted.

Our Key Facts & Figures

E-shoppers expect e-commerce to be environmentally responsible

Rapid delivery with multiple options can influence the decision to buy

E-shoppers actively look cross-border for good deals online

E-shoppers use social media to research and review products



This comprehensive study focuses on a series of indicators including online purchasing frequency, barriers to online purchase, website loyalty, cross-border purchasing and shopping attitudes.

As the previous years, it reveals the behaviours of Europeans who purchase online, and provides an outlook on future trends and on the prospects of the e-commerce industry.

Regular e-shoppers remain significant, representing 45% of online e-shoppers in Europe and being responsible for 85% of online market volume.

Beyond this vast category of online purchasers, the study results helped identify 3 emerging e-shopper profiles:

The aficionado e-shopper

The aficionado e-shopper

Digitally savvy and adept at cross-border buying, these e-shoppers spend a lot of time shopping online and are looking for a tailored delivery experience. They make 34% of all online purchases and 39% of them have signed up for a loyalty scheme.

62% say “I can shop for nearly 100% of the products/services I need online”

The epicurean e-shopper

The epicurean e-shopper

For epicurean e-shoppers, convenience is key. They appreciate time- and money-saving benefits that online shopping provides, and are selective in their purchasing choices. 77% of them consider that knowing the delivery company is important in the purchasing decision.

57% believe “I'm ready to pay a price premium for services that make my life easier

The eco-selective e-shopper

The eco-selective e-shopper

While green awareness is on the rise among the general population, e-shoppers require companies to adopt more and more sustainable practices.

87%  think “Brands and companies have to be environmentally responsible”