According to the report “The State of Shopping 2025”, produced by Scalapay (a multi-installment payment system) in collaboration with Casaleggio Associati, consumers are becoming increasingly strategic in their purchases. In the face of inflation and digital acceleration, 2024 marked a turning point in the retail sector: 65% of consumers favored affordable brands, 57% intensified their search for online discounts, and “Buy Now, Pay Later” (BNPL) payment has established itself as one of the preferred payment methods of Millennials and Generation Z.
“The retail landscape is changing rapidly, driven by consumers who are more price-sensitive, sustainability-conscious and focused on brand authenticity,” explains Scalapay. “European e-commerce exceeded 607 billion euros in 2024, with continued growth forecast over the next few years. However, physical stores remain central: 64% of consumers have increased the time they spend shopping in-store, seeking more tangible experiences and exclusive offers. In Italy, the most popular e-commerce categories include fashion, travel and beauty. The number of e-commerce users has grown considerably, reaching 19.49 million in 2024, with projections estimating an increase to 25.18 million by 2029, at an annual growth rate of 29%.”
Be confident
One of the major challenges of e-commerce is to guarantee the security of Internet users. 79% of consumers say that the confidentiality of their personal information is paramount. “60% say they examine online information more carefully before making a purchase. To remain competitive, companies must invest in transparency, verified reviews and data protection,” adds Scalapay.
New payment methods
For some time now, the “Buy Now, Pay Later” trend has been one of the most popular payment methods in Europe, particularly among Millennials and Gen Z.As the name suggests, it’s possible to …
