Your delivery experts

E-shopper barometer 2017

DPDgroup highlights Europeans’ latest online shopping habits


DPDgroup shines light on the rapidly changing landscape of online shopping in Europe in the second edition of the E-shopper barometer report.

In the most extensive report to focus on online shopping trends in Europe, Kantar TNS interviewed 24,871 participants across 21 countries*. This survey highlights micro trends including Online purchasing experience, Cross-border e-shopping, M-commerce, Delivery and Payment preferences. 

The second edition of the E-shopper barometer includes for the first time a new results comparison tool, that allows readers to better understand the way in which each country fares based on a number of different criteria.

“This year’s report underlines the clear potential that cross-border shopping represents. One of three key features that can favour online cross-border purchases is related to local behaviours and requirements as well as shoppers’ specific needs in each market. Mobile-friendly platforms is the second to cater for the rise in m-commerce. Last but not least, ensure an impeccable first experience for new e-shoppers would secure their loyalty in the long term.”

Jean-Claude Sonet, Marketing, Communication and CSR Director, DPDgroup.


  • Heavy buyers, representing the top third of all European e-shoppers, account for 86% of all online purchases. In general, shoppers tend to buy from websites they know and trust, regardless of product category. As such, potential growth is likely to come from new shoppers, which will require e-tailers to ensure an impeccable first experience in order to secure loyalty.
  • A new addition to this year’s report is food, with around 14% of all e-shoppers, and 30% of heavy buyers, purchasing fresh food and beverages online.
  • Over half of e-shoppers chose to purchase from cross-border websites this year: a 2% increase compared to last year. Purchases made on foreign websites account for almost one fifth (19.2%) of all goods bought by cross-border shoppers.
  • With around one third of e-shoppers saying they are interested in starting to buy abroad in the near future, cross-border e-shopping has large growth potential in Europe.
  • Among e-shoppers who purchased cross-border in 2017, around 67% chose websites located in Europe, and 67% chose websites located outside Europe. Of those purchasing within Europe, 39% bought from neighbouring countries. Of those purchasing outside Europe, 44% bought from China, while 31% bought from the USA.
  • The report showed that the vast majority of e-shoppers (81%) are satisfied with their cross-border experience.
  • European e-shoppers are buying from a variety of devices. The use of smartphones to purchase online continues to grow, especially among heavy buyers and millennials, but laptop/desktop computers remain the main devices used to purchase online. Likewise, e-shoppers do not buy exclusively from one application, and 43% feel that having a mobile-friendly website is an important purchasing criterion.
  • Payment and delivery preferences vary widely from one European country to the other, and e-shoppers want to choose from a large range of options to find the most convenient solution. These include alternative locations to home, such as parcel shops and retailer stores, as well as new services, such as next-day delivery and real-time tracking.
  • For example, 58% of French e-shoppers regularly use parcel shops, compared with a European average of 17%. Estonia holds the record for locker use, with 80% regularly choosing this delivery option compared with 8% of Europeans as a whole. And 69% of Romanian e-shoppers prefer cash-on-delivery as a payment method, significantly higher than the European average of 13%.


  • E-shopper barometer 2017 brochure (14.82 MB)
  • Cross-border (83.44 kB)
  • Delivery and Returns (34.58 kB)
  • Millennials (53.50 kB)
  • Small and heavy buyers (519.30 kB)
  • Type of goods (554.61 kB)

*The 2017 edition of the DPDgroup E-Shopper Barometer Report was conducted Kantar TNS from 1 June to 3 July 2017. Blind interviews took place online among 24,871 participants across 21 European countries (Austria, Belgium, Croatia, Czech Republic, Estonia, France, Germany, Hungary, Ireland, Latvia, Italy, Lithuania, Netherlands, Poland, Portugal, Romania, Slovakia, Slovenia, Spain, Switzerland, UK) and Russia.

All participants, aged 18 or over, had placed and received at least one online order for physical goods since January 2017.