Nexi research flags evolving consumer online shopping and payment behaviours across Europe

New research into the payment preferences of 28,000 consumers, conducted by Nexi, highlights how online shopping habits continue to evolve across Europe.

Its survey reveals the different stage that European societies are at in their payment journey: the Nordics, long seen as the pacesetter in digital payment transformation, increasingly use mobile payments, including digital domestic wallets like Vipps and Swish; the DACH region demonstrates a clear preference for e-wallet services like PayPal; while consumers in southern Europe still value physical payment cards and even cash.

Tommaso Jacopo Ulissi, Head of Strategy and Transformation at Nexi Group, comments: “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 recognise 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 report revealed that only 6% of Europeans surveyed have not shopped online in the last 28 days, with e-commerce firmly seen as convenient (25%), a money- aver (20%), and a time saver (13%). 57% of us want online retailers to be more sustainable, however, reducing the level of packaging (52%), establishing environmentally friendly return procedures (27%), and even increasing delivery times to allow for more streamlined logistics (21%).

Ulissi comments: “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.”

For the first time since the Covid pandemic, travel has retaken the top spot as the highest spend category for consumers, with physical goods in second, and services in third. Notably, in the services category, spend on streaming services skyrocketed last year, accounting for 37% of overall service spending. It has overtaken tickets (25%) and insurance (24%) for the first time since these reports began.   

2025 RTIH INNOVATION AWARDS

Payments will be a key focus area at the 2025 RTIH Innovation Awards.

The awards, which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.