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What does the future of shopping in Europe look like?

Drapers teams up with Amazon Pay for a survey of 4,000 consumers to reveal the evolving shopping habits throughout the continent.

Amazon report september 2017

Understanding consumer behaviour has never been more challenging. The growth of multichannel shopping has provided retailers with new ways to drive sales of fashion and footwear.

But with this has come new complexities – primarily, how can retailers pinpoint exactly who their customers are when shopping habits vary between channels, and across Europe?

Drapers has joined forces with Amazon Pay to carry out a pan-European study of 4,000 consumers to gauge exactly how they shop, what they expect from their shopping experience right now – and how this will evolve.

We have focused on four key markets: the UK, Germany, France and Italy. In the first two chapters, we examine how much consumers of different European nationalities spend on fashion, and how and where they like to make their purchases.

In chapter three, we explore the innovative new payment systems sweeping across Europe in a bid to prevent basket abandonment – shown by our survey to be a significant and ongoing issue across all markets.

Finally, we hear from fashion retailers about how they think shopping trends will evolve across Europe and how this will inform their business strategies going forwards.

The insights in this report hold many important implications for retailers as they continue to make strides across Europe and beyond. We hope you find this data useful and would love to hear your feedback at

We hope you find this report insightful and, as ever, welcome your feedback. Email

Anticipating tomorrow’s demand across Europe: summary of chapters

  1. Brexit and beyond: Shopping patterns between the UK and its European neighbours diverge
  2. Where Europeans shop: Physical stores dominate in Europe, but omnichannel is gaining traction
  3. The future of payment: As mobile options proliferate, how retailers can meet demand for convenience and security
  4. The evolving shopper: Retailers predict the ways European consumers will change in coming years
  5. The full research findings

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