A recent Nexi study explored the payment behaviors of over 28,000 individuals across eleven European countries during the past month. Conducted by Teleperformance in 2024, this research seeks to understand how consumers approach online shopping and digital payments.

Across Europe, 94% of respondents reported making an online purchase within the last 28 days, underscoring the enduring appeal of e-commerce. Consumers cited convenience (25%), cost-effectiveness (20%), and time savings (13%) as key reasons for their preference.

In terms of spending categories, travel has re-emerged as the largest share of online expenditure since the pandemic. Physical goods continue to be a significant category, followed by services.

Among services, streaming platforms have become the top recipient of consumer spend (37%), overtaking traditional areas like ticket purchases (25%) and insurance (24%).

Regional Payment Practices Show Diverse Preferences

The survey highlights a varied payment landscape across different regions. In Nordic countries such as Denmark, Finland, Norway, and Sweden, mobile payments and domestic digital wallets like Vipps and Swish are popular. Meanwhile, in the German-speaking region (DACH) including Germany, Austria, and Switzerland, electronic wallets such as PayPal remain preferred. Southern European countries like Italy and Greece still rely on physical cards and cash for everyday transactions.

According to a Nexi spokesperson, while secure and efficient payments are broadly expected across all regions, retailers and technology providers must consider local payment preferences. Integrating multiple payment methods—including cards, e-wallets, invoicing tools, and new options like account-to-account transfers—remains crucial for businesses aiming to ensure service resilience and meet consumer expectations.

Sustainability has also emerged as a significant concern among consumers. Over half (57%) of respondents wish online retailers would adopt more environmentally responsible practices. Suggestions include reducing packaging (52%), improving return procedures (27%), and allowing longer delivery times (21%) to facilitate more efficient logistics.

A Nexi official noted that aligning with these sustainability preferences can help merchants stay relevant and better connected to evolving consumer values, moving beyond basic compliance to potentially support long-term customer retention.