European shoppers have continued migrating from in-store buying to e-commerce in 2025, led by Gen Z consumers’ hot preferences for trends like buying via social media and choosing second-hand goods on customer-to-customer (C2C) platforms, according to a study from Geopost.
While Gen Z consumers—those who were born between the late 90s and the early 2010s—were previous seen only as future potential e-shoppers, they are today a central force shaping the e-commerce market, carrying out over 60 purchases per year online. In comparison, millennials (born between 1981 and 1996) made 56 purchases online in 2025 while Gen X (born between the mid-1960s and the early 1980s) made 42.
The firm’s survey included data from 30,700 interviews conducted across 22 European countries. Geopost, a part of the La Poste group, delivered 2.1 billion parcels worldwide in 2024 and generated €15.8 billion in revenue. The company operates in more than 50 countries across all continents through its network of delivery brands, including: DPD, Chronopost, SEUR, BRT, Speedy, Jadlog and Asendia. Geopost also supports delivery through its growing of out-of-home service that leverages a parcel shop and locker network spanning Europe.
Geopost’s “e-shopper barometer” clearly showed the growing power of Gen Z e-shoppers, who overwhelmingly turn to social media for shopping inspiration (96%) and then purchase directly via these platforms (61%), thereby redefining the entire e-commerce landscape. Likewise, while C2C shopping was just a growing trend in recent years, it is now a mainstream shopping behavior, with 72% of regular e-shoppers using C2C platforms, purchasing an average of 13.4 times per year (up 1.3 points vs. 2023). The main factor driving that growth is affordability, but motivations are diversifying: 39% highlighted sustainability (+5 points), and others said they value supporting individuals and small retailers.
But retailers still have room for improvement, since 19% of e-shoppers reported difficulties reaching customer service when in need of help (+4 points vs. 2023) while 18% declared that there were too many steps between the moment they confirmed their purchase basket and the finalization of the purchase itself (+5 points vs. 2023). Returns are also on the rise, but the ease of the process has slightly declined (-2 points) due to growing frustration with the multiple steps involved in the return procedure and the need to print labels.
“By collecting data outside peak periods such as Black Friday, we can clearly see how online shopping has become embedded in everyday European consumption habits. Today, almost 8 out of 10 Europeans shop online, with over half identifying as regular e-shoppers. The rising preference of e-shoppers for parcel lockers, the growing influence of Gen Z, and the establishment of C2C shopping all highlight consumers’ increasing focus on convenience, affordability and sustainability,” Carmen Cureu, Geopost’s market research director, said in a release.
