Know your market before you enter it

Our Market Fact Sheets break down consumer behaviour, payment preferences and e-commerce trends across 13 European markets, so you can make sharper decisions before you commit.

Download Market Fact Sheets for:

🇨🇿 Czechia
🇩🇰 Denmark
🇪🇪 Estonia
🇫🇮 Finland
🇫🇷 France
🇩🇪 Germany
🇱🇹 Lithuania
🇱🇻 Latvia
🇳🇴 Norway
🇳🇱 Netherlands
🇵🇱 Poland
🇸🇪 Sweden
🇬🇧 United Kingdom

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Explore market specific e-commerce trends

Our Market Fact Sheets are built on data from 13 European markets.

Explore the unique market trends in the Czech Republic, Denmark, Estonia, Finland, France, Germany, Latvia, Lithuania, the Netherlands, Norway, Poland, Sweden and the UK, and gain a clearer understanding of consumer behaviour and the evolving role of e-commerce in these regions.

How consumers in each market research products

What will hurt your conversion rate

What motivates customers to purchase things online

The most popular product categories

Key social media platforms and audience sizes per market

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Have a market in mind? Talk to one of our local specialists. They have market knowledge and insights to help you get a better understanding on your next move.

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Data sheet Market Fact Sheet Exploring consumer spending and e-commerce trends across 12 European markets

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Frequently asked questions

How do consumers in Europe research products before they buy? It varies significantly by market. In Germany, 50% start by browsing websites or apps, while Danish shoppers lean heavily on search engines. Social media plays a growing role across most markets, but it rarely replaces search as the primary discovery channel.

Which payment methods do European consumers prefer? Each market has its own expectations. Danes reach for MobilePay and Dankort, Germans expect PayPal and the option to pay by invoice, and French shoppers default to card payments. Offering the wrong options at checkout is a straightforward way to lose an otherwise ready buyer. Use the Market Fact Sheets to learn about the expectations of the specific markets.

What delivery options do shoppers expect across markets? Questions on delivery remains one of the most frequently asked questions across customer service, but the delivery options varies from market to market. For example, Danes will prefer to pick up their orders, Germans expect home delivery, and French shoppers want both. The pattern is clear: delivery flexibility is not optional, it is part of the basic offer in most European markets.

Which product categories and social platforms perform best per market? Fashion leads across all three markets, but the supporting categories differ. Entertainment content performs strongly in Germany, while shoes and health and beauty rank high in France. Social media scale also varies considerably, and knowing where your audience actually spends time online is the foundation of any paid social strategy that works across borders.