More than a third of EU online shoppers experienced problems when making purchases online in 2025, highlighting ongoing challenges for retailers seeking to deliver seamless digital experiences.
According to a new Eurostat survey on the use of information and communication technologies, 35.4% of online shoppers across the EU reported encountering issues when buying through websites or mobile apps.
The data shows significant variation between countries. Malta recorded the highest share of shoppers reporting problems (64%), followed by the Netherlands (57.9%) and Luxembourg (51.4%). At the other end of the scale, shoppers in Portugal (4.5%), Greece (10.6%) and Latvia (13.3%) reported the fewest difficulties.
The findings suggest that despite continued growth in digital retail, operational and user experience challenges remain a key friction point in e-commerce.
Slow delivery was identified as the most common issue, affecting 19.9% of shoppers. Delivery performance has become an increasingly important factor in customer satisfaction, particularly as consumers become accustomed to faster fulfilment options and more transparent tracking.
The second most frequently reported problem was poor website performance, with 11.5% of shoppers saying the site or app was difficult to use or functioned unsatisfactorily. For retailers, this highlights the continued importance of mobile optimisation, site speed and intuitive user journeys.
Meanwhile, 10.4% of shoppers reported receiving incorrect or damaged goods or services, underlining the operational challenges associated with fulfilment accuracy and last-mile delivery.
For e-commerce and payments professionals, the findings serve as a reminder that conversion does not end at checkout. Post-purchase experiences, including fulfilment reliability, order accuracy and customer support, play a critical role in maintaining trust and reducing disputes or chargebacks.
The research was published to coincide with World Consumer Rights Day on 15 March, which focuses on protecting consumer interests and improving transparency and service standards in global commerce.
As online retail continues to expand, retailers that prioritise reliable logistics, intuitive digital experiences and strong customer communication are likely to be better positioned to meet rising consumer expectations.
