Expand your reach to Europe
How shoppers in Europe like to purchase and pay online, cross-border.
Get inside the minds of shoppers in mainland Europe. Find out what they’re buying, where they’re shopping, and how they prefer to pay, so you can give them exactly what they want.
Download the eGuide to get practical steps on how to expand your payments to Europe. Or, scroll down to view the insights.
Download the eGuide
US$961.30 billion
The eCommerce industry in Europe is expected to grow at an annual rate of 7.95%, resulting in a projected market volume of US$961.30 billion by 2029.1
We partnered with Statista to survey 3,000 online shoppers across the Netherlands, Germany, and France to find out about their cross-border purchasing preferences and habits. Here’s what we found out:
The good news for international sellers
of shoppers in Europe are comfortable buying a product from another country.
Percentage of shoppers comfortable with buying a product from another country:
Gen Z and
Millennials
Gen X
Baby
Boomers
Total
85%
75%
81%
81%
25%
50%
75%
100%
0%
The who, what, where, and when of shopping habits in Europe
Shopping habits vary by gender
Men are far more likely to buy electronics, with 77% in Germany, 72% in France, and 68% in the Netherlands purchasing electronic goods. Women dominate skincare and beauty, with 53% in Germany, 51% in France, and 46% in the Netherlands choosing these products.
Fashion is a favourite across all three countries, but younger shoppers in the Netherlands are leading the charge when it comes to luxury purchases. Nearly 41% of Gen Z and Millennials in the Netherlands, compared to just 21% of Baby Boomers, buy luxury items.
Top cross-border online purchase categories by gender
Most shoppers in Europe buy cross-border through marketplaces, but the specific preferences vary. 73% of shoppers in the Netherlands, 83% in France, and 82% in Germany rely on platforms like Amazon, Etsy, and Bol.com.
Direct purchases from merchant websites are growing, accounting for 14% in Germany, 15% in France, and 24% in the Netherlands. Social commerce is still small in Europe, with just 2-3% percent of purchases made via social media.
Marketplaces dominate cross-border online shopping
of Gen Z and Millennials plan purchases around key holiday moments.
Shopping with the seasons
Shoppers in Europe love a good deal and plan their spending around major sales events like Black Friday, Cyber Monday, and Valentine’s Day. This is particularly true in Germany where 80% of Gen Z and Millennials do so. If you’re not showing up during these moments, you’re missing out.
83%
They expect clear EUR pricing, a smooth experience, and the ability to pay via their preferred methods.
Online shoppers in Europe have high expectations at checkout
Younger shoppers want more
of Gen Z and Millennials say influencer recommendations impact their buying decisions, compared to just 20% of older generations.
of younger shoppers consider BNPL availability as a key factor that influences their decision to shop from international merchants.
Discover common challenges and smart strategies to build a checkout experience that converts.
Cross-border payments: How to expand to Europe
Digital payment methods are the overwhelming preference across all age groups in Europe, with 60% of shoppers using them for international purchases. But there are some slight variations by country. In the Netherlands, that figure is 71%, while in France credit cards (48%) are just as popular as digital payment methods (47%).
Buy now, pay later (BNPL) is another key trend. 40% of Gen Z and Millennials prefer BNPL at checkout, making it an essential option for businesses looking to attract younger customers.
Digital payment methods are taking over
Preferred payment methods when buying online from another country
Credit card
Debit card
Bank transfer
Digital payment methods
(e.g. Google Pay)
Buy now,
pay later options
(e.g. Klarna)
Fashion, electronics, and home goods are the top categories where shoppers use BNPL. If you’re selling these products, BNPL is a must-have at checkout.
of Gen Z and Millennials agree that the availability of BNPL as a payment method encourages them to make purchases they would not have made otherwise.
of Gen Z and Millennials would shop elsewhere if BNPL weren’t available as a payment method at checkout.
The rise of buy now, pay later (BNPL)
Shoppers in Europe expect to see prices in EUR. 58% of older generations are unlikely to buy if pricing is shown in a foreign currency.
Pricing in EUR is a must
A familiar checkout experience remains key for shoppers in Europe
96%
92%
say that pricing in EUR and being able to pay via their preferred payment methods (88%) are the most important aspects of the checkout experience.
of Gen Z and Millennials rate mobile-friendliness of the checkout experience as important, compared to just 65% of Baby Boomers.
Download the eGuide to learn:
Your next cross-border opportunity could be just around the corner. Find out why payments are the lynchpin of your expansion strategy, and how you can start making and receiving payments like a local in Europe.
Ready to expand your reach to Europe?
1
How to open a business account without having to set up an entity in Europe
3
How to settle payments in your preferred currency, including EUR
2
How to accept payments via multiple payment options in local EUR
4
How to save on FX fees and stay secure and compliant with local regulations in Europe
Airwallex partnered with Statista to survey 3,000 cross-border eCommerce shoppers, defined as anyone who has shopped internationally in the last 12 months through any type of online shop, such as marketplaces or directly from a merchant’s website. The survey included 1,000 respondents from each of the following countries: Germany, France, and the Netherlands, and was completed in January 2025. Our goal was to understand how shoppers in mainland Europe purchase products online when buying from another country. Our survey participants come from diverse backgrounds and age ranges, representing a typical sample of shoppers within mainland Europe.
In our insights:
Gen Z refers to those born between 1997–2012
Millennials refer to those born between 1981–1996
Gen X refers to those born between 1965–1980
Baby Boomers refer to those born between 1946–1964
Digital payment methods refer to global eWallets (e.g. Apple Pay and Google Pay) and any further country-specific digital payment methods (e.g. Trustly, GrabPay, and Alipay). They exclude credit cards, debit cards, bank transfers, and buy now, pay later (BNPL) options.
About the research
Expand your reach
to the US
Cross-border payment trends: How shoppers in the US like to purchase and pay online
Or download the eGuide to get practical steps to set up payments, cut foreign exchange (FX) costs, stay compliant, and keep cash flow healthy.
Get inside the minds of US shoppers. Find out how they’re buying cross-border, online: what they’re buying, where they’re shopping, and how they prefer to pay, so you can give them exactly what they want.
Download the eGuide
↓ Explore the insights
¹ e-Commerce - Worldwide, Statista, accessed 17 February 2025
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25%
50%
75%
100%
0%
85%
81%
75%
81%
Gen Z and
Millennials
Gen X
Baby
Boomers
Total
Percentage of shoppers comfortable with buying a product from another country
Fashion and
apparel
Electronics
Skincare and
beauty products
Books and
games
Home and
furniture
Food and beverages
Luxury
products
Female
Male
Total
80%
40%
60%
20%
0%
65%
73%
33%
55%
31%
23%
21%
80%
46%
50%
54%
37%
21%
17%
73%
58%
42%
54%
34%
22%
19%
69%
72%
37%
62%
35%
24%
12%
78%
43%
51%
57%
40%
24%
10%
74%
57%
45%
59%
38%
24%
11%
60%
68%
32%
44%
27%
24%
33%
76%
42%
46%
45%
30%
20%
26%
68%
55%
40%
45%
28%
22%
30%
67%
77%
30%
60%
32%
22%
16%
85%
52%
53%
58%
40%
19%
15%
77%
64%
43%
59%
36%
20%
16%
Netherlands
France
Germany
Europe
Preferred payment methods when buying online from another country
Europe
Netherlands
France
Germany
Credit card
Debit card
Bank transfer
Digital payment methods
(e.g. Google Pay)
Buy now,
pay later options
(e.g. Klarna)
80%
40%
60%
20%
0%
39%
23%
17%
60%
30%
21%
56%
15%
19%
41%
28%
62%
13%
25%
39%
40%
62%
22%
26%
37%
34%
20%
13%
71%
35%
25%
71%
11%
11%
38%
35%
74%
9%
19%
34%
43%
68%
17%
28%
30%
35%
12%
26%
63%
36%
26%
56%
25%
8%
39%
31%
66%
22%
10%
34%
46%
63%
29%
17%
33%
48%
38%
11%
47%
20%
14%
39%
10%
36%
46%
19%
49%
9%
42%
47%
29%
53%
17%
36%
52%
Gen Z and Millennials
Gen X
Baby Boomers
Total
25%
50%
75%
100%
0%
85%
81%
75%
81%
Gen Z and
Millennials
Gen X
Baby
Boomers
Total
Fashion and
apparel
Electronics
Skincare and
beauty products
Books and
games
Home and
furniture
Food and beverages
Luxury
products
Female
Male
Total
80%
40%
60%
20%
0%
65%
73%
33%
55%
31%
23%
21%
80%
46%
50%
54%
37%
21%
17%
73%
58%
42%
54%
34%
22%
19%
69%
72%
37%
62%
35%
24%
12%
78%
43%
51%
57%
40%
24%
10%
74%
57%
45%
59%
38%
24%
11%
60%
68%
32%
44%
27%
24%
33%
76%
42%
46%
45%
30%
20%
26%
68%
55%
40%
45%
28%
22%
30%
67%
77%
30%
60%
32%
22%
16%
85%
52%
53%
58%
40%
19%
15%
77%
64%
43%
59%
36%
20%
16%
Netherlands
France
Germany
Europe
82%
eCommerce platform marketplaces
14%
Merchant websites
4%
Social media
Where shoppers in Germany typically make cross-border purchases
73%
eCommerce platform marketplaces
24%
Merchant websites
3%
Social media
Where shoppers in the Netherlands typically make cross-border purchases
83%
eCommerce platform marketplaces
15%
Merchant websites
2%
Social media
Where shoppers in France typically make cross-border purchases
80%
eCommerce platform marketplaces
18%
Merchant websites
2%
Social media
Where shoppers in Europe typically make cross-border purchases
Download the eGuide
Get inside the minds of shoppers in mainland Europe. Find out what they’re buying, where they’re shopping, and how they prefer to pay, so you can give them exactly what they want.
Download the eGuide to get practical steps on how to expand your payments to Europe. Or, scroll down to view the insights.
How shoppers in Europe like to purchase and pay online, cross-border.
Expand your reach to Europe
82%
eCommerce platforms or marketplaces
14%
Merchant websites
4%
Social media
Where shoppers in Germany typically make cross-border purchases
73%
eCommerce platforms or marketplaces
24%
Merchant websites
3%
Social media
Where shoppers in the Netherlands typically make cross-border purchases
83%
eCommerce platforms or marketplaces
15%
Merchant websites
2%
Social media
Where shoppers in France typically make cross-border purchases
80%
eCommerce platforms or marketplaces
18%
Merchant websites
2%
Social media
Where shoppers in Europe typically make cross-border purchases
48%
72%
68%
46%
46%
51%
51%
48%
Europe
France
Netherlands
Germany
80%
60%
40%
20%
0%
39%
23%
17%
60%
30%
28%
62%
13%
25%
39%
40%
62%
22%
26%
37%
21%
56%
15%
19%
41%
34%
20%
13%
71%
35%
35%
74%
9%
19%
34%
43%
68%
17%
28%
30%
25%
71%
11%
11%
38%
35%
12%
26%
63%
36%
31%
66%
22%
10%
34%
46%
63%
29%
17%
33%
26%
56%
25%
8%
39%
48%
38%
11%
47%
20%
19%
49%
9%
42%
47%
29%
53%
17%
36%
52%
14%
39%
10%
36%
46%
Gen Z and Millennials
Gen X
Baby Boomers
Total
Trust badges and certificates at payment
Local currency pricing
Faster shipping
Positive customer reviews and ratings
Improved return policies
Preferred payment options
Transparent fees
Affordable shipping
Trust badges and certificates at payment
Local currency pricing
Faster shipping
Positive customer reviews and ratings
Improved return policies
Preferred payment options
Transparent fees
Affordable shipping