At least 95.8% of Europeans have shopped online during 2024 Q1

At least 95.8% of European consumers shopped online in the first quarter of this year. In the United Kingdom, that percentage was 93%. In the Netherlands, 96% of consumers shopped online. Specifically, the highest % of respondents who have made online purchases, 99%, were recorded among people between 35 and 44 years of age. In addition, this age group was the largest (25%) in the highest spending segment, which is between 351 to 583 euros. 

These data come from the recently published Consumer Insight Report from AliExpress. The online marketplace surveyed over 8,500 consumers from France, Germany, Spain, the United Kingdom, and the Netherlands about their online shopping habits in the first quarter of this year.

The survey also reveals that online marketplaces continue to be the preferred channel for shopping, with 53.5% of Spanish consumers stating that they have purchased from them. 

By region, consumers in the Canary Islands are the ones who have used marketplaces the most to make at least one purchase in the last quarter, with 60% doing so, followed by Andalusians with 59%.

UK consumers are the ‘big spenders’ 

According to the report, 63% of consumers in the United Kingdom spent an average of between 100 and 500 euros online during the first quarter. The remaining 37% spent less than 100 euros during that period. Regarding consumers in the Netherlands, 75% spent over 100 euros.

‘In the United Kingdom, millennials and Gen Z consumers spent the most on fashion online.’

Fashion was the most popular online shopping category. In the United Kingdom, Gen Z and millennials spent the most in this category. This insight shows that British consumers like to follow the latest fashion trends.

Most sold categories 

Among survey participants, the top-selling categories on AliExpress were:

• Clothing, underwear, pajamas and footwear: 83.5%.
• Home appliances and consumer electronics: 79.5%.
• Phones/telecommunications: 75.5%.
• Sports and entertainment: 52.5%.
• Beauty and health: 52%.

Gary Topp, European Sales Director at AliExpress, said: "The results of our latest Consumer Insight Report highlight the growing importance of e-commerce in the daily lives of European and Spanish consumers. As we head into the summer with many sporting events, we see more and more consumers buying products focused on sports and wellness. As the first exclusive e-commerce partner of UEFA EURO 2024, we are looking forward to bringing consumers closer to the action."