The central question for Europe’s large economy revolves around value and price when buying online. The priority many shoppers share is to secure a discount and choose the cheapest option, yet only a minority considers return conditions as a key factor. Across Germany, France, and the Netherlands, just 9% of consumers cite return policies as important, with Italy at 11% and Spain at 17%. In France, there is a stronger emphasis on sustainability and brand recognition, while in the Netherlands the focus remains pragmatic on the product’s origin and assurances.
These observations come from the annual US-led forecast on future electronic trade, which highlights suppliers such as Veepee, IESE, and Weightbridge in its analysis. The report positions Spain as one of the most established markets for easy returns, with 9% of consumers noting this as a priority, while France leads on overall consumer confidence and return practices. The trend shows a rise of about four percentage points from the prior year. Italy, Germany, and several other markets often experience returns issues tied to products not meeting expectations or arriving in poor condition.
Interestingly, among the five countries surveyed, Spanish consumers appear less comfortable returning an online purchase. This suggests a higher propensity to shop online through trusted platforms or to compare with friends and physical stores before completing an online purchase. In Spain, the tendency to test and verify at nearby venues can be more pronounced than the European average implies.
A senior analyst notes that Spanish shoppers place greater importance on social factors, sometimes even accepting higher prices for perceived social value. The emphasis on supporting local producers and avoiding labor concerns, such as child labor, reflects a broader social motivation. The study also highlights a growing interest in buying used products as a visible trend across the region.
‘E-commerce’ is growing
Beyond these trends, the overall interpretation is clear: e-commerce is expanding across Spain, remaining the fastest-growing among major European economies. France and Germany enjoy distinct advantages in this space. In Spain and Italy, the share of consumers who shopped online more frequently this year versus last year rose to around 50%, while 41% and 38% respectively in France and Germany reported increased online shopping activity this year.
Industry leaders describe a transforming landscape shaped by technology, innovation, and sustainability. A senior executive from Veepee in Spain explains that trust plays a crucial role in linking omnichannel shoppers who demand fast, accessible, and personalized service whether they are shopping online or in a physical store. This underscores a broader move toward seamless experiences across channels, rather than isolated channels in isolation.
The report concludes that European consumers tend to rely on a single channel for purchases, rather than blending multiple channels. In Spain, about 19% of consumers search online and ultimately buy in a shopping center, while roughly 16% take the opposite path. These patterns illustrate the continued importance of channel choice and the evolving balance between online and offline shopping, including how retailers adapt to local preferences and trust signals. (IESE, 2024)