Online Shopping Trends in Europe: Czechs Value Convenience, French Seek Lowest Prices

Online shopping is widespread throughout Europe, but each nation appreciates different aspects of it. Europeans also have different approaches to shopping on marketplaces. However, what unites European customers is their fondness for deferred payments and the increasing popularity of delivery to pick-up points.

According to a survey by agency Augur for Klarna, the critical value customers across European markets expect from online shopping that motivates them to shop online is different. While convenience and fast delivery are the main benefits for Czechs and Poles, the French primarily seek the most advantageous price. Italian customers appreciate the simplicity and low time requirements of online shopping compared to spending time in shopping centers.

Czechs prefer smaller specialized e-shops. The Czech online market differs significantly from the others in Europe because we like to shop in smaller specialized stores. In most of Europe, customers have embraced large platforms known as marketplaces, such as Amazon or Allegro. For example, up to 90% of Polish shoppers use them. In contrast, in the Czech Republic, the most significant domestic player,, accounted for only 26% of all online purchases made in 2021.

Impulsive purchases threaten Czech wallets, with more than two-fifths of people unable to resist online shopping

While customers abroad often shop on one of the principal online marketplaces, the Czech Republic has over fifty thousand small and medium-sized e-shops. Czech customers are among the more cautious, which may be why so-called cash on delivery is so popular here compared to other European countries. Czechs hesitate to send their money in advance and provide payment information to merchants they have not yet gained sufficient trust in, said Tereza Obrtáč from Klarna for the Czech Republic.

Deferred payments are on the rise. Online customers across European markets have a shared fondness for so-called deferred payments or BNPL payments (Buy Now, Pay Later), where the principle is that the customer pays for the goods only after delivery and inspection, up to 14-30 days after receiving them.

According to the survey, 56% of Czech customers want to pay only after deciding whether to keep the goods

“Companies in the BNPL area are proving that, with strict transparency and a customer-focused approach, customers need not fear deferred payments if they maintain a healthy approach to shopping. In addition, Czech shoppers quickly realize that deferred payments can replace the outdated cash-on-delivery option with their benefits,” said the spokesperson.