European E-Commerce Reports

The European E-commerce Report 2024 provides a thorough analysis of the e-commerce landscape across 38 European countries. This report updates critical metrics on business-to-consumer e-commerce turnover, alongside internet and e-shopper penetration rates, with a special focus on the EU-27.

Notably, while Estonia is included in the report, this edition does not feature its turnover data due to the unavailability of figures. Newly included this year, Moldova extends our analysis to provide a more comprehensive view of the evolving European market.

The 2023 European E-commerce Report encompasses 37 countries on the European continent and reveals data-driven insights into the current and projected size of their digital markets and consumer trends in internet use and e-shopping. The report includes the latest data and trends surrounding internet penetration, e-shopper penetration and B2C e-commerce turnover for all 37 countries, with an additional in-depth look at data for the EU-27. This executive summary highlights the most important findings of the report.

Ecommerce Europe and EuroCommerce have launched the 2022 European E-commerce Report.

The launch took place with a one-hour webinar during which representatives from Ecommerce Europe and EuroCommerce are reflecting on the most important e-commerce trends and developments of the year 2021.

The Centre for Market Insights of the Amsterdam University of Applied Sciences, which executed the research, presented the key findings of this year’s report.

The 2021 Report, jointly published by Ecommerce Europe and EuroCommerce, presents the main figures and trends related to the e-commerce sector in Europe, with country-by-country and sectorial analyses, interviews with heads of leading national ecommerce associations and other valuable information for merchants, policymakers and other stakeholders.

The 2021 report shows that Western Europe is the strongest region in terms of B2C e-commerce turnover, holding 64% of the total turnover for 2020. Southern Europe follows in second place with just 16% of total turnover, while Central Europe (8%), Northern and Eastern Europe (both 6%) come in last. The leaders in B2C e-commerce turnover remain the United Kingdom (€236 billion), France (€112 billion), Germany (€93.6 billion), and Spain (€68.4 billion). However, the highest growth rates in e-commerce turnover were found in Greece (77%), Moldova (49%), Russia (41%), Switzerland, North Macedonia (37%), and Sweden (36%).

Other key findings show that internet use in Europe increased to 89% in 2020, up from 87% in 2019 and 85% in 2018, with Western Europe (95%) catching up with Northern Europe (96%). The number of online shoppers increased faster during 2020 than in the last 4 years with 71% of the population having purchased from an e-store (up from 66% in 2019, and 64% in 2018). Western Europe boasts the highest share of e-shoppers (86%), followed by Northern European consumers (82%). The United Kingdom had the highest share of online shoppers (92%), followed by the Netherlands (91%), Denmark and Switzerland (90%), Germany and Norway (87%), and Sweden (86%). The lowest share of online shoppers was found in for instance Moldova (34%), Albania (37%), Ukraine and North Macedonia (40%), Bulgaria (42%), and Russia (43%).