A survey of 6,000 EU shoppers by Retail Economics reveals most prefer in-store shopping, except in the UK. High-income earners shop online more, peaking at ages 35-44.
Despite e-commerce growth, in-store shopping remains dominant across Europe. 53% of shoppers in France and Italy, and 59% in Spain, prefer physical stores for non-food purchases. The UK, however, leads in online shopping—41% shop mostly online, with 16% buying exclusively online. Convenience and product availability drive this shift, making the UK an outlier in the EU market.
Income plays a major role in online shopping. High earners (€73K+) make the most e-commerce purchases, peaking at 35-44 years old with over 3 orders per month. Lower-income groups remain price-sensitive and prefer in-store shopping. For retailers, this signals a key opportunity: premium delivery and fast shipping services appeal most to affluent, high-frequency buyers.
Two major shopper types lead EU retail trends. Value Hunters (31%) prioritize deals and cost savings, while Mission-Specific Shoppers (26%) adjust their delivery preferences based on what they buy. Other key groups include Speed Seekers (18%) who demand fast shipping and Convenience Cravers (15%) who value flexible delivery. Tailoring services to these segments can significantly boost customer loyalty.
Do you prefer online or in-store shopping for non-food items?
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