European eCommerce in 2024: Key Insights and Market Trends

A few years ago, European eCommerce was a convenient alternative to traditional shopping. But in 2024, it evolved into a multi-billion-euro market, where each country faces unique challenges and opportunities. Nearly half (48%) of European consumers prefer shopping online over visiting physical stores, making a strong online presence more crucial than ever. That said, the in-store shopping experience hasn’t lost its relevance. Approximately 22% of consumers balance their time between online and physical shopping, while 28% still favor brick-and-mortar stores. 

Is your business prepared for the changes coming in 2025? Based on the latest Mollie report about the European eCommerce market 2024, this article explores the key findings, focusing on how shifts in consumer behavior, technological advancements, and regulatory changes are shaping the future of online retail in Europe. By examining these trends, we can better understand the evolving dynamics of the eCommerce landscape and identify the opportunities and challenges that businesses will encounter in the coming year. In this article, your eCommerce development partner – IT Delight, highlights the key findings from the European Ecommerce Report and shares actionable recommendations to help businesses thrive in 2025.

Consumer Confidence and Spending Habits In Europe

The last years have brought us many challenges: global instability, inflation, the cost of living crisis, and shrinking labor markets. These issues have affected not only economies but also individuals, influencing how people think, feel, buy, and ultimately how they spend their money. 

Mollie surveyed 10,000 consumers across the leading eCommerce countries: Germany, France, the Netherlands, the UK, and Belgium, to learn about their thoughts on the economy and spending habits now and in the future.

What do consumers think about the current economic situation?

Only 28% of Europeans feel positively about their country’s economic situation, while 45% hold a negative outlook. In the Netherlands, 34% of respondents view the current situation positively, compared to France, where more than half (56%) see it negatively.

What are their thoughts about the next 6-12 months?

The survey results show cautious optimism: 44% of respondents generally expect a positive economic outlook, though this is slightly lower than last year. The UK remains relatively steady, but more consumers predict worsening conditions in countries like the Netherlands and Germany.

How will they change their online spending habits in the future?

In 2024, online spending habits are expected to evolve in the following ways:

• 13% of consumers, on average, plan to spend a lot more online, while 31% expect to spend a little more.  
• 35% say their spending habits will remain unchanged.  
• 11% intend to spend a little less, and another 11% plan to spend a lot less. 

The data reveals a fascinating balance of optimism and caution. Many consumers are increasing or maintaining their spending, showcasing resilience. Yet, some are still mindful of economic challenges, leading them to cut back on online purchases. It’s an intriguing time in consumer behavior. Emphasizing affordability, personalization, and trust will be critical in capturing and retaining customers.

Online vs. Offline Shopping in Europe in 2024?

Online Shopping Europe 2024 Preferences:

• 7% (average) of European consumers only shop online.
• 23% (average) shop online much more than in physical stores, with the UK leading at 31%.
• 18% (average) shop online a little more than in physical stores, with the Netherlands showing slightly higher engagement (21%).

Equal Online and Offline Shopping:

• 22% (average) of consumers shop equally at physical stores and online, with Germany at 25%, showing a balanced approach between the two modes.

Physical Shopping Preferences:

• 13% (average) shop at physical stores more than online, with minor variation across countries.
• 15% (average) shop at physical stores much more than online, with Germany and the Netherlands at 16%.

Country eCommerce Industry Insights Europe:

• The UK has the strongest preference for shopping online, significantly more online (31%).
• Germany shows a balanced preference, with a significant portion (25%) shopping equally in physical and online stores.
• France and Belgium have relatively lower percentages of people shopping online, much more than physical stores, reflecting a stronger physical retail culture.

How do People Start their Journey when Looking for Products Online?

Most customers find products on major online marketplaces like Amazon and eBay, with 45% choosing these sites. Search engines are also popular, with 44% of shoppers using them to search for products. 

Many people visit a retailer’s website (39%) or check online reviews (35%) before making a decision. About 24% compare products on comparison websites. Additionally, 21% combine online shopping with trips to physical stores. 

Social media and influencers are the least common sources for online shoppers. These findings show that businesses should use a variety of sales channels. Focusing only on an Amazon listing or a high-converting landing page could mean missing out on customers who prefer other shopping methods.

Almost 19% of people are less likely to respond to online ads, and a similar number are more likely to return an item they’re unsure about. Consumers want to trust brands when they research online. While they still look for information online, many feel overwhelmed by the number of options and experience ad fatigue. Brands that provide smooth shopping experiences across all channels are more likely to gain customer loyalty.

Consumer Shopping European eCommerce Trends 2025

• Consumers want great deals and affordable prices. They are willing to research and shop from trusted brands. 
• This presents opportunities for eCommerce businesses. To benefit, you need to attract shoppers to your site and meet European customer expectations.
• You can’t rely only on paid ads for revenue. Rethink your ad budget and focus more on customer retention and lifetime value.
• After a customer makes their first purchase, create a journey that introduces them to your brand and makes them feel valued.
• Instead of just selling, actively ask for customer feedback. Use polls or fun surveys to learn what they want and use this information to guide future campaigns and messaging.
• Check how your brand is performing in searches across platforms. Increase your presence on new social media and use social commerce to connect with every customer.

If you want to learn more about eCommerce trends 2025, read our previous article.

How to attract customers to your online store

Many shoppers prioritize price when choosing online retailers, with 48% citing the lowest price as the most important factor. Free shipping follows closely at 45%. Trust is also crucial; 36% prefer familiar sites, especially in Belgium (41%). Free returns matter to 28% of consumers, and shipping times are important to 27%. Moreover, 24% value preferred payment methods, and 22% appreciate an easy checkout process, emphasizing the need for an efficient payment system to enhance customer satisfaction and boost sales.

How Important are Payment Methods?

Payment methods in eCommerce are super important! In fact, 91% of consumers think so, and over half (52%) say it’s crucial. This shows how essential a smooth payment system is for turning browsers into buyers and keeping them returning for more. Plus, offering payment options that cater to specific regions, like iDEAL in the Netherlands or PayPal in Germany, is key to earning trust in those markets. It just makes shopping that much easier and more reliable.

What are the Most Popular Online Payment Methods?

Providing the right payment options is crucial for increasing conversion rates. What works in one country may not be effective in another due to different preferences, such as markets that favor cards versus those with unique local leaders. Understanding which payment methods to offer can significantly impact the success of a sale and help prevent losing potential customers.

Payment methods in the UK

73% of UK consumers prefer credit and debit cards for online shopping, while digital wallets, Open Banking payments, and Buy Now Pay Later options are also popular.

Payment methods in Germany

PayPal is the leading online payment method, preferred by 67% of consumers for online purchases, followed by purchasing on account at 40%. Cards, direct debits, and SEPA Bank Transfers complete the top five methods.

Payment methods in Belgium

In Belgium, 73% of consumers prefer Bancontact for online payments.

Payment methods in Netherlands

iDEAL is the most popular online payment method in the Netherlands, representing over 70% of online purchases. Other significant options include PayPal, card payments, the increasing use of Visa and Mastercard Debit, and Buy Now Pay Later (BNPL) and digital wallets.

Payment methods in France

In France, credit and debit cards are the most popular payment methods. PayPal is favored by 57% of consumers, and digital wallets and buy now, pay later (BNPL) services, like Klarna and Alma, are also in demand.

European eCommerce: Future Trends

Here are our top recommendations for online store owners based on the latest insights from the European eCommerce market for 2024 and beyond.

1. Optimize for Mobile Shopping
2. Focus on Price and Affordability
3. Optimize Your Checkout Process
4. Offer Free Shipping and Returns
5. Offer Multiple Payment Methods
6. Invest in Customer Retention
7. Embrace Multi-channel Selling
8. Leverage Social Commerce
9. Adapt to Local Consumer Behavior
10. Encourage Customer Feedback
11. Personalize the Online Experience for Each Customer 
12. Run Promotions and Discounts
13. Invest in Continuous Improvement

Conclusion

This article contains more numbers than ever before, but these are crucial facts that businesses should definitely focus on to conquer the fastest-growing eCommerce markets in Europe in 2025. The online shopping market in Europe has transformed into a multi-billion-euro industry, with each country facing unique challenges and opportunities. However, shifts in consumer preferences, technological advancements, and regulatory changes create new conditions for success.

The key is finding the right balance between online and offline shopping and adapting to diverse payment methods, which vary from country to country. Businesses’ readiness for these changes — especially in personalization, affordability, and purchase security — will be the foundation for attracting and retaining customers. Consumers are increasingly seeking the best deals, so offering free shipping, returns, and multiple payment options has become top. To succeed in 2025, companies must carefully tailor their strategies to meet new consumer demands while maintaining high trust and customer satisfaction.