Regional Disparities in Online Consumer Behaviour in Europe: Post-pandemic Trends

The COVID-19 pandemic accelerated the adoption of electronic commerce across Europe; however, regional disparities in digital engagement remain underexplored. This paper addresses this gap by examining how online shopping behaviour evolved across different types of settlement areas—urban, suburban, and rural—between 2020 and 2024. The study aims to assess whether these differences in digital participation have diminished over time. Using Eurostat’s ISOC_EC_IB20 data, percentage-point changes were calculated and evaluated through secondary analysis. The findings show that e-commerce adoption increased across all settlement types, with urban areas maintaining the highest usage levels. However, the most dynamic growth occurred in suburban and rural regions, particularly in Central and Southeastern Europe, suggesting a gradual narrowing of the regional digital divide. Examples such as Slovakia and Ireland demonstrate that, under favourable conditions, online shopping can expand in a balanced and inclusive manner, highlighting the need for continued broadband investment and improved last-mile logistics in underserved rural areas.