Trend Ahead / Signal Loom

Consumer Behavior

Follow the habits, channels, and expectations shaping how people discover, compare, and buy products—and use the evidence to inform strategy, research, and product decisions.

Evidence

Current research context

Online purchasing is a measurable part of everyday commerce

Eurostat reports that 77% of EU internet users bought or ordered goods or services online in 2024, up from 59% in 2014. The finding gives teams a grounded starting point for examining digital purchasing behavior.

Scope and limitation: European Union internet users; purchase activity reported for 2024. This aggregate EU result does not establish the opportunity in every market or category. Compare target-market and category behavior before changing investment.

Source

Eurostat

Published 20 February 2025

European Union internet users; purchase activity reported for 2024.

Signal Loom reading

Related signals

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Online shopping continues to expand across the EU

Eurostat reports that 77% of EU internet users bought or ordered online in 2024, up from 59% in 2014. Explore the source and its limits for market-specific decisions.

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