In charts: Exclusive research reveals the biggest consumer trends in 2025 across Europe’s top markets

Retail Week’s new report Buy, Browse & Beyond shares exclusive insights into the minds of 2,000 shoppers across Europe’s largest retail markets; the UK, France and Germany.  

Featuring fresh consumer research, case studies from European retail leaders and expert opinion, this report maps what it will take to deliver genuine customer-centricity in today’s market. 

Here we explore three critical findings from the report, which you can access for free today. 

1. Discovery: shops matter, but marketplaces are making headway in Germany 

Despite the steady drumbeat of digital disruption, one thing remains clear: physical stores still matter. In all three countries, the majority of consumers discover new products and brands by browsing in-store: UK (58%), France (69%) and Germany (57%). 

But look closer and the picture is even more nuanced. Online marketplaces, like Amazon or eBay, are a top discovery channel for German consumers (56%), rivalling physical stores (57%).  

While browsing retailers’ websites is key for UK consumers (51%), it doesn’t rank in the top three discovery methods for shoppers in Germany or France, where word-of-mouth recommendations play a greater role.  

Read the full report to explore the impact of further factors on product discovery and conversion, including customer service, reviews, influencers, advertising and more. 

2. Purchase drivers: regional differences revealed in price, delivery and payment preferences 

Price: Across all three markets, price is the top influencer of purchase decisions. It was rated important in the survey by 79% of UK consumers, and 81% of French and German consumers alike.  

The intensity of concern varies by market: over half of French consumers say it’s very important (53%), compared to 43% in the UK and 35% in Germany.  

Retailers must prioritise value and quality, alongside transparent pricing strategies, to continue to attract shoppers in today’s competitive climate.  

Delivery: Logistics are the Achilles heel of many ecommerce offerings – and the data backs it up. High delivery costs are the number-one pain point reported across the board when it comes to delivery and returns over the last 12 months: UK (44%), France (34%), Germany (30%).  

To win across these markets, retailers must reassess their last-mile strategies. Incentivising loyalty with free delivery thresholds, better communication and seamless return flows can drive retention.  

Payments: Despite innovations in payment technologies, the old frustrations persist. In all three countries, hidden fees are the most-cited pain point when it comes to payments over the last 12 months: UK (40%), France (30%), Germany (40%).  

Germany stands out for its dissatisfaction with limited payment options (30%), which is particularly prevalent for younger consumers (in the top three pain points for 45% of 18-to-24-year-olds).  

Retailers must remove checkout friction. Simplified payment processes and a wide array of secure payment methods, including buy now, pay later, must become default offerings, not differentiators.  

3. AI touchpoints: consumer enthusiasm mixed across markets 

Retailers are increasingly deploying AI-powered tools and tech, but the research reveals consumer enthusiasm is mixed.  

For example, over half (51%) of UK consumers are open to using chatbots for handling simple customer service queries, highlighting growing acceptance of AI-driven support tools in the UK.  

However, in France, this number drops to 36%, and in Germany declines further, to 33%. As the full report explores, age demographics have a critical role to play when it comes to AI acceptance.  

The mixed enthusiasm highlights a challenge for retailers. Lower acceptance rates for AI tools across markets may suggest a need for greater trust-building and education, or the use of hybrid models that give customers the choice to engage with a person or a chatbot.   

Read the full report for insights into consumers’ expectations when it comes to data sharing and personalisation, how they rate the usage of AI in content creation and dynamic pricing and more.