European shoppers continued to migrate from buying inside the store to e -commerce in 2025, led by Gen Z’s preferences for consumers for trends such as purchase via social media and choosing used goods on customer platforms to the customer (C2C), according to a Geopost study.
While consumers at General Z-who were born between the late nineties and early 2010-they are not only seen as possible future electronic backwards, today they are a central power to form the e-commerce market, as it performs more than 60 purchases annually online. In comparison, the Millennium Generation (born between 1981 and 1996) to 56 online purchases in 2025, while General X (born between the mid -1960s and early eighties) made 42.
The company survey included data from 30,700 interviews conducted in 22 European countries. Geopost, part of the La Poste group, delivered 2.1 billion parcels around the world in 2024 and achieved revenues of 15.8 billion euros. The company operates in more than 50 countries on all continents through its delivery network for delivery, including: DPD, Chronopost, SEUR, BRT, Speedy, Jadlog and Asundia. Geopost also supports delivery through the growth of the service outside the home that benefits from the parcel store and the treasury network that extends to Europe.
It is clear that “Barometter Epeper Barometter” from Geopost has shown the growing power of Gen Z E ethoppers, who resort to a overwhelming majority to social media to inspire shopping (96 %) and then buy directly via these platforms (61 %), re -defining the entire e -commerce scene. Likewise, while C2C shopping was just an increasing trend in recent years, it has now become a major shopping behavior, with 72 % of the ordinary electronic store using C2C platforms, and the purchase of an average of 13.4 times a year (an increase of 1.3 points against 2023). The main factor that pays this growth is the ability to afford costs, but the motives vary: 39 % of distinctive sustainability (+5 points), and others said they appreciate support individuals and youngsters.
But retailers still have an improvement in improvement, as 19 % of electronic stores have reported difficulties in reaching customer service when needed to help (+4 points against 2023) while 18 % announced that there are many steps between the moment in which they confirmed their purchase basket and ending the purchase process itself (+5 points against 2023). The returns are also increasing, but the ease of the process has decreased slightly (-2 points) due to the increasing frustration of the multiple steps involved in the return procedure and the need to print stickers.
“By collecting data outside peak periods such as Black Friday, we can clearly see how online shopping has become included in European daily consumption habits. Today, approximately 8 out of 10 Europeans shopping over the Internet, with more than half of them determine that they are regular backward. The increasing preference for colonists to adhere to electronic specifications, focus on management, focus on management, Focusing on management, focusing on management on management, extension in the field of management, representation in the field of management, and empowerment of empowerment to adhere to acting and empowerment.
