Aliexpress Consumer Insight Report: 96% of Germans and 95% of Spaniards bought online in the last three months

January 12, 2024 by
Frank Calviño

96% of Germans and 95% of Spanish consumers surveyed claimed to have bought something online during the last three months, according to a Aliexpress Consumer Insight Report. 

The report also claims that 50% of consumers in Germany, France, U.K. and Spain have used an online marketplace in the last 3 months. 

Aliexpress survey compares the consumption trends of the last three months among consumers in Spain, France, Germany, and the United Kingdom through 4,000 consumer surveys in these markets.

In particular, the figures show that online shopping remains very popular across Europe, with 94% of consumers surveyed saying they have shopped online in the last three months. The highest rates of online shopping were recorded in Germany (96%) and Spain (95%), followed by a still very popular 90% among UK consumers. 

Furthermore, despite being familiar with online channels, Spaniards still enjoy visiting physical stores to shop and report making between a quarter and half of their offline purchases (29%) and online (28%).

Overall Europeans are a continent of online shoppers – with 94% of consumers surveyed stating they had spent money online over the past three months.

“What we can see from this first Consumer Insight Report is an enduring passion for online shopping among Europeans, especially in categories that are all about personal self-expression – clothing and beauty,” AliExpress European Commercial Director Gary Topp said in a statement.

Online shopping preferences by sector 

Sectors do vary according to the region. For example, in France, beauty and health products were the sought-after online and across all product categories, 53% of shoppers spent over €288 ($315) online over the last three months. 

Sports and entertainment topped the consumer category chart in Spain, where 58% of shoppers reported making related purchases. In Germany, nearly 79% of consumers bought apparel digitally in the last three months.

Meanwhile, there’s a party happening across the Channel, where over a quarter of Brits stated they had recently bought wedding and event-related products online.

Overall, it seems the report painted a map of consumer preferences for Europe where we can clearly notice that French consumers are more ‘fashionistas’ while, for example, German consumers are more inclined to trending tech gadgets. 

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