European survey shows payment trends, sustainability focus

New survey data from Nexi has mapped how European consumers are managing their online shopping and payment experiences, revealing marked differences across regions.

Regional variations

The report, which surveyed 28,000 consumers across Europe, highlights distinct preferences in payment methods depending on geography. According to the findings, Nordic countries such as Denmark, Finland, Norway, and Sweden are increasingly relying on mobile payments, particularly domestic digital wallets like Vipps and Swish. In contrast, consumers in the DACH region, covering Austria, Germany, and Switzerland, have a strong preference for e-wallet services, with PayPal being notably popular. Meanwhile, respondents in southern Europe, including Italy and Greece, show continued reliance on physical payment cards and, in some cases, cash.

Tommaso Jacopo Ulissi, Head of Strategy and Transformation at Nexi Group, commented on these regional differences, stating:

"Europe's payment landscape has many commonalities – consumers across the board continue to indicate expectations for secure, simple and fast payments – but there are also key differences. Retailers and independent software partners and integrators must recognize that, if they are to grow, their customer experience offering must reflect local payment preferences across cards, e-wallets, invoicing, and even emerging technologies like A2A payments. This must be done while ensuring resilience and reliability are assured as standard."

The research found that only 6% of Europeans surveyed had not shopped online in the previous 28 days. Respondents cited online shopping as convenient (25%), a money-saver (20%), and a time-saver (13%).

Sustainability concerns

Sustainability emerged as a significant concern among European consumers. According to the data, 57% of respondents want online retailers to become more sustainable. Specific actions consumers would like to see include reducing packaging (52%), introducing environmentally friendly return processes (27%), and increasing delivery times to streamline logistics (21%).

Ulissi said:

"Sustainability offers retailers a significant opportunity. Those that are quick to recognize consumer preference for enhanced sustainability can differentiate themselves as being forward thinking and better attuned with what their customers want. Sustainability is then transformed from a box-ticking exercise into an effective customer acquisition and retention tool."

Shift in online spend

The report also examined trends in online spending across sectors. For the first time since the pandemic, travel returned to become the top category for consumer online expenditure, with physical goods ranking second and services third. A notable development within services is the increase in spending on streaming platforms, which now accounts for 37% of the overall spend in this area. This overtakes spending on tickets (25%) and insurance (24%), marking a shift in consumer priorities since the survey's inception.

Research methodology

The survey, conducted throughout 2024, covered 28,644 respondents aged 18-79 with internet access from 11 regions across northern, central, and southern Europe. Participants were asked weekly about their online shopping activity and payment behaviour from the previous 28 days.

The findings offer insight into the ways European consumers are adapting to an evolving digital environment. The report sought to identify not only the differences in payment preferences by region but also broader shifts in attitudes regarding sustainability and spending habits.