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E-commerce in Europe 2018

E-commerce in Europe 2018

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Consumers’ buying behavior increasingly global


According to the report online buyers tend to buy more and more to online more from outside their own country.

An important finding from the report is that to be successful in E-Commerce in Europe, it is extremely important to design a clear and simple online shopping process via mobiles.

Online consumers are always trying to find the best possible offer and demand at the same time a simple purchase process, as well as a good standard and a fast delivery speed. It is key that online retailers adapt their offering to international buyers - companies that have a plan in place to meet the growing scale of cross-border online shopping will succeed in the future's E-Commerce market in Europe, the document reveals.

The study notes that young consumers are driving the E-Commerce growth in Europe at present. However, this will change soon and the digital gap will eventually disappear as those young buyers become older. 

The research points out that European online buyers are very demanding as they expect a quick and convenient delivery service - being able to track parcels at any time is essential. In that respect, three to five days from the moment the order is made is considered as an acceptable delivery time. In addition, the main reasons why consumers decide to shop online are clarity, competitive prices, local adaptation, and quick delivery, the study says. The UK deserves a special mention here as it is one of the markets where buyers have the highest demands, the document notes. This could be because its online shopping market is one of the most developed in the world.

The report concludes with a description of the E-Commerce state in several countries in Europe: the United Kingdom, Belgium, The Netherlands, Italy, Poland, Spain, Germany and, France  


Foreword: Consumers’ buying behavior increasingly global

Outlook: Marketplaces are continuing to grow in importance

E-commerce in Europe: E-commerce in Europe 2018

E-commerce in Europe: Top product categories bought by Europeans online

Online shopping from abroad: Low prices get the interest of long-distance consumers

Deliveries: Major diferences in delivery requirements from one country to another

Returns: Simple returns process – a way of looking after customers

The online store: Customers demand clarity and simplicity from their online shop

Mobile devices: Shopping via mobile devices is showing steady growth

Interview: Zalando – A one-stop-shop for fashion in Europe

Focus on: United Kingdom

Focus on: Belgium

Focus on: The Netherlands 

Focus on: Italy 

Focus on: Poland

Focus on: Spain

Focus on: Germany

Focus on: France  

Focus on: Nordic region

Detailed results

PostNord – a partner for e-commerce 



Researchfinder Rating
4 out of 5 stars
E-commerce in Europe 2018
Consumers’ buying behavior increasingly global
Oct. 11, 2018


Number of Pages
Number of Tables
Number of Exhibits
cross-border ecommerce, ecommerce, ecommerce logistics, ecommerce market size, ecommerce regulations, europe, mobile commerce, omni channel, online consumer needs, online retail spending, online shopping behavior, Postnord
Companies mentioned
The report is based on interviews with more than 10,000 consumers in Belgium, Denmark, Finland, France, Italy, the Netherlands, Norway, Poland, Spain, the UK, Sweden and Germany. The interviews were carried out with samples of private individuals aged 15-79 years.

A comprehensive report about the state of E-Commerce in Europe and a look at the future ahead.


  • Interview with Arne Andersson, E-Commerce expert at PostNord who shares his views on the results of the research and offers advice to online retailers who want to succeed in Europe
  • Useful tips for successful online commerce in Europe by industry expert
  • Good case study: Zalando goes from an online fashion retailer to a sales platform 
  • Comprehensive information about E-Commerce state and trends per country in Europe
  • Plenty of tables with data


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