According to a survey conducted in 2023, many consumers in Europe purchased and researched goods across channels in the last three months. In fact, some 50 percent of Italian and Spanish consumers used both channels for their product shopping and research needs. While high shares of shoppers used both channels or simply shopped in-store, the percentage of European consumers who only made use of online channels was considerably lower for each of the five countries.
Leading shopping channels used by consumers for purchasing and researching products in Europe in the last three months in 2023, by country
Characteristic
Online
Omnichannel
In-store
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McKinsey & Company. (December 3, 2023). Leading shopping channels used by consumers for purchasing and researching products in Europe in the last three months in 2023, by country [Graph]. In Statista. Retrieved September 01, 2024, from https://www.statista.com/statistics/1481934/channels-used-for-buying-and-researching-goods-europe/
McKinsey & Company. "Leading shopping channels used by consumers for purchasing and researching products in Europe in the last three months in 2023, by country." Chart. December 3, 2023. Statista. Accessed September 01, 2024. https://www.statista.com/statistics/1481934/channels-used-for-buying-and-researching-goods-europe/
McKinsey & Company. (2023). Leading shopping channels used by consumers for purchasing and researching products in Europe in the last three months in 2023, by country. Statista. Statista Inc.. Accessed: September 01, 2024. https://www.statista.com/statistics/1481934/channels-used-for-buying-and-researching-goods-europe/
McKinsey & Company. "Leading Shopping Channels Used by Consumers for Purchasing and Researching Products in Europe in The Last Three Months in 2023, by Country." Statista, Statista Inc., 3 Dec 2023, https://www.statista.com/statistics/1481934/channels-used-for-buying-and-researching-goods-europe/
McKinsey & Company, Leading shopping channels used by consumers for purchasing and researching products in Europe in the last three months in 2023, by country Statista, https://www.statista.com/statistics/1481934/channels-used-for-buying-and-researching-goods-europe/ (last visited September 01, 2024)
Leading shopping channels used by consumers for purchasing and researching products in Europe in the last three months in 2023, by country [Graph], McKinsey & Company, December 3, 2023. [Online]. Available: https://www.statista.com/statistics/1481934/channels-used-for-buying-and-researching-goods-europe/
