E-commerce was among the fortunate few sectors to maintain a positive momentum in 2020, despite the disturbance of the Covid-19 pandemic.

Despite continued growth, however, the industry did not entirely escape the pandemic’s impact. Based on our deep understanding of European online shopping trends and habits, we’ve looked into how the health crisis has affected e-commerce.

The 2020 e-shopper barometer is based on data from previous DPDgroup e-shopper barometer studies and third-party sources.

Our key take-aways


Food, formerly a niche product, has dethroned fashion and shoes as the category most often purchased online.


An omnichannel approach has become an essential ingredient in e-tailers’ success, obliging them to develop an online offering and appropriate delivery methods (e.g. Click & Collect) to continue selling their merchandise during the health crisis.


In order to maintain momentum, e-commerce must stretch itself to meet the needs and expectations of varying groups of buyers, from aficionados to seniors. The senior e-shopper, a relatively new profile with a traditional shopping style, offers buying power that justifies e-tailers’ investment in their onboarding and positive online experience.


The desire to set a time for delivery is very important to buyers, as it meets new needs in post-pandemic lifestyles such as home office life. Next-day delivery continues to grow in popularity, especially for perishables. Contactless delivery as well as multiple delivery choices are also key.


Sustainability must be an active constant for all e-commerce players as e-shoppers research eco-friendly products and services.



With health restrictions and lockdowns closing access to traditional retail stores, Covid-19 has fast-forwarded e-commerce across the globe three to five years ahead of what the industry was prepared for. In the EU alone, 15 million new e-shoppers appeared in 2020 vs 2019.

In only a few months, we’ve witnessed great transformation.

Until 2019, the e-commerce space was highly concentrated. This reality changed in 2020: occasional e-shoppers became regular buyers, as their frequency of purchase increased; coupled with the arrival of new e-shopper profile: the senior e-shopper.

Product category preferences have also shifted drastically, while the growing trends of conscious consumerism and sustainability have gained further momentum.

Based on this consolidated study, DPDgroup has developed a comparison tool allowing to establish a global picture of the e-shoppers habits in Europe. Though common ground can be found in e-shoppers’ attitudes and behaviour, it is interesting to notice that each country has its specificities.

Our comparison tool gives you deep insight into e-shoppers’ habits and preferences in Europe, country by country.

Find out more about e-shoppers' habits in Europe

Discover our e-shopper barometer brochure 2020

See our DPDgroup 2020 e-shopper barometer press release.

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