Geopost has released its e-shopper barometer for 2025, highlighting notable changes in the behavior of European online shoppers.
It found that parcel lockers have become the second most popular delivery option, behind home delivery, as the demand for convenient out-of-home delivery solutions rises.
Second-hand shopping on customer-to-customer (C2C) platforms is also no longer seen as a trend, but rather a lasting behavior, notably drive by affordability.
Of Gen Z e-shoppers – the most active generation, averaging more than 60 purchases online a year – 61% shop directly on social media and C2C platforms, setting the trend.
Although price remains the primary driver behind online shopping decisions, expectations around flexible delivery and sustainability (such as eco-friendly packaging) are growing fast.
Carmen Cureu, market research director at Geopost, said, “This year’s e-shopper barometer marks a significant step forward in scope, with 30,700 interviews conducted across 22 European countries, the widest e-commerce survey in Europe.
“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 eight 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.”
Parcel lockers gaining ground and Gen Z shaping e-commerce trends
After years of growth, 2025 marked a turning point for e-shopping, with parcel lockers overtaking parcel shops to become the second most preferred delivery method.
This shift indicates how European consumers are reshaping expectations: younger generations and cross-border shoppers increasingly value flexibility and convenience, and parcel lockers are seen as an ideal delivery option to meet these criteria, Geopost says.
The importance of knowing which company delivers their parcels is also growing, with the share of e-shoppers considering it important rising from 71% to 76%. This underlines that trust and reliability remain crucial to customers.
This shift in preferred delivery options was largely driven by the explosion of e-shoppers among Gen Z. While Gen Z consumers were seen in the past as future potential e-shoppers, they are today a central force shaping the e-commerce market, making more than 60 purchases per year online. Millennials made 56 purchases online in 2025 while Gen X made 42.
Among the Gen Z e-shoppers, 96% turn to social media for shopping inspiration and 61% purchase directly via these platforms, highlighting the shift in the e-commerce landscape.
C2C shopping is now an established shopping behavior. According to the barometer, 72% of regular e-shoppers use C2C platforms, purchasing an average of 13.4 times per year (+1.3 points versus 2023). Affordability remains the main driver for e-shoppers making their purchases on C2C platforms, but sustainability and the desire to support individuals and small retailers was significant.
Customers are becoming increasingly demanding of a seamless experience. However, there was a rise in the number of shoppers reporting difficulties reaching customer service and too many steps between the confirmation of the purchase basket and finalization of the transaction.
Returns are also on the rise, but customers’ satisfaction with the ease of the process has slightly declined, highlighting the growing frustration with the multiple steps involved in the return procedure.
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