The EMEA sector is thriving, with online sales reaching record-breaking numbers. The market forecast is projected to hit $900 billion by 2028, driven by cross-border trade, improved economic conditions, and increased consumer confidence. 

 

With 92% of the European population online, there has never been a better time for eCommerce brands to start engaging with consumers.

 

However, businesses that want to flourish in Europe need much more than top-notch products. They must also have a deep understanding of the compliance regulations, trends, and consumer expectations that are steering the market.

 

Here are five key consumer trends shaping Europe in 2025, along with strategies for how brands can prepare to stay ahead this year and beyond.

1. Stricter Data Privacy and Messaging Regulations

 

Europe continues to lead the world in data privacy, with the General Data Protection Regulation (GDPR) as its cornerstone. However, 2025 is bringing even tighter national and EU-wide rules. This presents unique challenges for eCommerce businesses operating or entering the market.

 

The European Commission’s Digital Services Act (DSA) and Digital Markets Act (DMA) are imposing new responsibilities on eCommerce platforms, requiring stricter content moderation and clearer terms of service. For brands, this means a greater focus on transparency, compliance, and opt-in traceability.

 

How to Prepare:

 

 

  • Provide clear opt-in and opt-out options for subscribers.

 

  • Utilize verified sender IDs and secure routing to establish trust and prevent deliverability issues.

2. Swift, Secure Payment Options

 

The European eCommerce Report found that demand for quick, secure payment options revolutionizes how European customers shop online. Digital wallets dominate, with Apple Pay and PayPal being the go-to payment options.

 

Younger shoppers expect flexible payment processes, making Buy Now, Pay Later (BNPL) models more popular.

 

Convenience and security remain paramount, as 45% of European consumers have encountered online scams.

 

How to Prepare:

 

  • Allow customers to pay directly in chat windows on WhatsApp and Viber.

 

  • Use multi-channel verification to ensure message delivery even during outages or device changes.

 

  • Integrate two-factor authentication (2FA) where applicable for passwordless logins and secure sessions.

3. Cross-Border Shopping Is on the Rise

 

Cross-border sales are booming, with the cross-border eCommerce market worth over $369 billion. About 35% of consumers buy from other EU countries and 27% purchase products outside Europe. Customers in Western and Northern Europe are making the most cross-border purchases.

 

This presents both new opportunities and challenges for online retailers. Complex customs regulations and varying import duties across countries can create barriers for both consumers and businesses. 

 

Additionally, delivery inefficiencies and high shipping costs undermine the appeal of cross-border eCommerce.

 

How to Prepare:

 

  • Enhance cross-delivery processes by keeping customers informed with shipping notifications sent via SMS or chat apps.

 

  • Stay up-to-date on each country’s customs regulations.

 

  • Offer exclusive shipping discounts to repeat customers.

4. Regional Differences Demand Hyper-Localization

 

Europe is not a monolith. Mobile and eCommerce behaviors vary dramatically by region. In Southern Europe, specifically in Spain, Italy, and Portugal, mobile commerce is experiencing rapid acceleration, driven by mobile-first habits and the widespread adoption of messaging apps like WhatsApp. Meanwhile, Western Europe (Germany and France) continues to command total eCommerce revenue, driven by mature logistics and payment ecosystems.

 

Northern and Eastern Europe, on the other hand, are catching up in terms of mobile adoption but show strong preferences for localized platforms and native languages.

 

How to Prepare:

 

  • Customize campaigns by region, channel, and language. Mitto’s platform supports dynamic content personalization at scale.

 

  • Align communication strategies with local behaviors. Some regions prefer WhatsApp, while others love SMS.

 

  • Monitor regional regulations. What’s compliant in one country may not be in another.

 

By tailoring communication strategies to reflect local preferences, brands can significantly enhance engagement, loyalty, and conversion rates.

5. Demand for Frictionless, Conversational Customer Experiences

 

In 2025, customer engagement will be increasingly two-way. European consumers expect real-time, personalized, and conversational interactions across multiple platforms.

 

How to Prepare:

 

  • Embrace conversational commerce. Enable customers to browse, ask questions, and purchase within a single chat window.

 

  • Integrate chatbots with human fallback to streamline support and sales interactions.

 

  • Orchestrate omnichannel conversations to reach customers on all their favorite channels.

 

  • Frictionless engagement isn’t a luxury. It’s a customer expectation. Investing in intelligent communication workflows today will future-proof your business for the next generation of digital consumers.

Communication as a Competitive Edge

 

The European customer landscape in 2025 is characterized by rising expectations, increased regulatory scrutiny, and heightened demand for security. Brands that treat communication as a strategic asset rather than a cost center will gain a critical competitive edge.

 

Mitto helps eCommerce businesses unlock the full potential of customer communications securely, globally, and intelligently. Whether you’re optimizing OTP delivery, entering a new European market, or designing omnichannel customer journeys, we’re your trusted CPaaS partner.

 

Ready to future-proof your customer communications? Visit Mitto at Gitex Europe in Berlin from May 21 to 23 to learn what we can do for you.