European Ecommerce Habits Revealed

A survey by Shopalike has analysed online shopping behaviour in Europe. Conducted over several European mainland countries for 18 months, the survey analysed 100 million online items and the ways in which they were purchased. The shortest amount of time spent buying a particular category was sunglasses, which took up only 26 minutes of Europeans' time online, whilst furniture took the longest at 1 day, 19 hours and 20 minutes. However, different markets had large behavioural differences in certain categories. Norwegians, for example, spent just 10 minutes on average buying trainers, whilst their French counterparts spent up to 8 hours doing the same. Similarly, the French spent around 20 hours buying jeans online, much higher than the 2-hour continental average.