E-shopper Barometer: Geopost Releases the 2025 Edition

Key Trends

• Lockers on the Rise: Lockers have become the second most preferred delivery option after home delivery. They are valued for the flexibility and control they offer users.
• Gen Z Takes the Lead: With over 60 online purchases per year, Gen Z is the most active generation, reshaping digital expectations and behaviors. 61% of Gen Z e-shoppers buy directly through social platforms, making social commerce a true marketplace and marketing channel.
• C2C Goes Mainstream: Second-hand shopping is no longer just a trend—it’s a well-established behavior. Nearly 3 out of 4 online buyers in Europe use C2C platforms, driven by affordability and a commitment to economic and environmental responsibility.
• Price, Convenience, and Sustainability: Price remains the top factor in purchase decisions, but convenience and sustainability are rapidly gaining importance, especially among regular shoppers.

When it comes to the number of online buyers, Italy stands out with the highest share among the countries surveyed: 84% of the population shops online, followed by Bulgaria (83%) and Ireland (82%). However, the percentage of regular shoppers* in Italy is 48%, below the European average, with Poland leading at 60%.

*Regular shoppers are defined as individuals aged 18–70 who purchase at least one product online per month.