What kind of goods do European e-shoppers buy online ?

1. DVD/ CD/ Video Games
E-shopper barometer
Type of goods
European fashion addicts
European geeks
Potential
Since January 2016, what type of goods have
European ordered online?
Highlight on specific categories of goods
TOP 5
48%
43%
40%
Fashion
Books
Shoes
35%
35%
High Tech
Beauty/Healthcare
Fashion is the most popular category bought online in most
European countries
Countries that favor High-Tech and Electronics category the most
Netherlands
26,3%
Switzerland
20,7%
Germany
25,4%
Hungary
14,2%
Romania
20,5%
Estonia
13%
SportMedicine
Germany
15,3% 9,6%
Spain
Groceries
UK
14,2%
European e-shoppers are globally satisfied with their online
purchase experience as 96% rate their last one as good
Which types of goods European
e-shoppers are now ready
to buy?
Top 5 categories of goods with
the highest potential of growth
20%
18%
18%
Small home furniture/ Decoration
White goods/ Home appliances
Source: Kantar TNS study for DPDgroup, based on a sample of 23450 e-shoppers.
Conducted in 21 European countries from September 19 to October 7, 2016
What kind of goods do
European e-shoppers
buy online?
TOP 3
DVD/ CD/ Video Games
White goods/ Home appliances
Hightech/ Electronics
23%
Small home furniture/ Decoration
28% 46%
22% 40%
Have already bought will continue/start to buy
35% 52%
Books
59%43%
43%
Share of online shopping among total shopping