Value of e-commerce for EU consumers

E-commerce is now a central part of consumer life across the EU, rapidly transitioning from a niche activity to a mainstream habit for European consumers. In 2024, 77 percent of internet users in the EU reported purchasing goods or services online, up from 53 percent in 2010. At the same time, the rapid growth of e-commerce and the introduction of new business models built around direct-to-consumer logistics have drawn increasing concern from policymakers and civil society. Particularly regarding effects on traditional retail sectors, its environmental impact, compliance with safety requirements, and fair taxation. We recognise the importance of this policy debate.

Consumer perspectives are less clearly understood

While the policy debate often focuses on the challenges of e-commerce, less attention has been paid to the benefits for consumers.  In this report, we examine what EU consumers value most about e-commerce, and how these advantages vary across income levels and geographic areas. We examine the main benefits documented by the economic literature and explore what EU consumers themselves value most about e-commerce, relying on a large-scale pan-European consumer survey targeting SHEIN’s customers across all 27 EU Member States.

Affordability and accessibility drive online purchases

Existing international studies and economic analyses consistently show that e-commerce has contributed to lower inflation, improved access to goods, and gains in consumer welfare.

Our consumer survey reinforces these findings as respondents identify affordability and accessibility as the main reasons for purchasing online:

• Price is considered the top priority for consumers purchasing new clothing, both online and offline
• Among lower-income consumers, our analysis shows that price plays an even more pronounced role when purchasing new clothes
• Consumers living in more remote areas place more value on accessibility, since comparable products are costly and difficult to find locally
• Most consumers report saving by shopping online, with an average perceived savings of 33 per cent, equivalent to EUR 12.8 per month

Under the assumption that the level of savings reported by survey respondents could be achieved by all EU consumers buying clothing online, we estimate that total savings for EU consumers could reach up to EUR 22 billion per year.

Please find the full report below, a one-page visual summary, or individual country reports across 12 EU countries.