Published on August 8, 2018

What kind of e-shopper are you?

Anyone that has never bought anything online - please raise your mouse! GeoPost’s e-shopper barometer has been revealing people’s online buying habits to us since 2016.

Clothing is bought by 40% of french e-shoppers and books by 37%.

The e-shopper study was carried out by GeoPost on 24,871 people from 21 European countries and Russia. It is an incredible tool for analysing consumers’ enthusiasm for online shopping, better understanding their buying habits, cross-referencing information and improving their experience. But who are these e-shoppers? And what are they buying?

 The study shows us that a third of French e-shoppers - or online shoppers - regularly buy online (at least one online purchase a month), with an average of 21 purchases a year (compared to a European average of 27). They alone are responsible for 86% of the purchases made on e-commerce platforms.

of French e-shoppers are regular buyers

In terms of device use, keyboard and large-screen combinations (laptops and desktops) still come out on top. Smartphones, which are mostly used for pre-purchase research (57%) and tracking parcels (61%) are less popular when it comes to ordering, with only 27% using them to make purchases. However, this figure is on the up: +7% compared to 2016.

So, what are France’s most popular online purchases? Clothing is bought by 40% of e-shoppers – with at least one item purchased per year – followed by books at 37%. These buying preferences are shared by the average European, with the exception of certain countries. Italians, for example, go for books (47% have bought one online in the past year) and technology (42%).

Online shopping knows no bounds

● 54% of European e-shoppers have already ordered goods from a foreign site ● 81% were satisfied with their buying experience ● 31% of e-shoppers who have never bought anything from a foreign site plan on doing so ● 41% of French e-shoppers have already ordered goods from a Chinese website

To compare buying profiles from all European countries based on age, gender and residential environment (urban/rural), visit