Geopost: Parcel lockers have surged to second place as a preferred delivery option

Geopost has released its e-shopper barometer 2025, highlighting important changes in online shopping behaviours.

In 2025, European e-shoppers are shaping a new era of online shopping around convenience, trust and sustainability.

• The proportion of e-shoppers continues to grow, with regular e-shoppers up 4 points vs 2023.

• Gen Z has moved from newcomers to trend-setters, integrating social media and C2C platforms into their shopping journey.

• Parcel lockers have surged to second place as a preferred delivery option.

• C2C shopping has become a lasting habit, driven by affordability and sustainability.

While price remains the primary driver, expectations around flexible delivery and eco-friendly packaging are increasingly setting the standard.

Carmen Cureu, Market Research Director at Geopost, commented: “This year’s e-shopper barometer marks a significant step forward in scope, with 30,700 interviews conducted across 22 European countries — the widest e-commerce survey in Europe. By collecting data outside peak periods such as Black Friday, we can clearly see how online shopping has become embedded in everyday European consumption habits. Today, almost 8 out of 10 Europeans shop online, with over half identifying as regular e-shoppers.

The rising preference for parcel lockers, the growing influence of Gen Z, and the establishment of C2C shopping all highlight consumers’ increasing focus on convenience, affordability and sustainability. We are proud that Geopost’s barometer has become a trusted reference point for understanding e-commerce trends and evolving shopper behaviours in Europe.”

Parcel lockers gaining ground and Gen Z shaping e-commerce trends

• Parcel lockers overtook parcel shops to become the second most preferred delivery method, after home delivery.

• This shift is driven by younger generations and cross-border shoppers valuing flexibility and convenience.

• Trust remains fundamental: the share of e-shoppers who consider the delivery company important rose from 71% to 76%.

Gen Z at the center of change:

• Over 60 purchases per year online (vs 56 for millennials, 42 for Gen X).

• 96% use social media for shopping inspiration.

• 61% purchase directly via social platforms.

C2C becomes mainstream:

• 72% of regular e-shoppers use C2C platforms.

• Average of 13.4 purchases per year (+1.3 vs 2023).

• Main drivers: affordability, sustainability (+5 points), and supporting small retailers/individuals.

• Selling frequency is also high: 15.8 times per year (22 for “aficionados”1).

Consumer challenges:

• 19% report difficulties reaching customer service (+4 points vs 2023).

• 18% find too many steps between basket confirmation and purchase finalisation (+5 points vs 2023).

• Returns are rising, but ease has slightly declined (-2 points), reflecting frustrations with multiple steps and label printing.