The revenue in the e-commerce market in Europe was forecast to continuously increase between 2025 and 2029 by in total 253.4 billion U.S. dollars (+35.8 percent). After the seventh consecutive increasing year, the revenue is estimated to reach 961.27 billion U.S. dollars and therefore a new peak in 2029. Find more information concerning the United States and Portugal. The Statista Market Insights cover a broad range of additional markets.

The Europe E-Commerce Market report segments the industry into By B2C Ecommerce (Market Size (GMV) For The Period Of 2018-2028, Market Segmentation - By Application), By B2B Ecommerce (Market Size For The Period Of 2018-2028), and By Country (United Kingdom, Germany, France, Spain, Italy, Nordics, Rest Of Europe (Eastern Europe, Benelux, etc.)). Get five years of historical data alongside five-year market forecasts.

The Europe e-commerce market size was valued at USD 3.96 Trillion in 2024. Looking forward, IMARC Group estimates the market to reach USD 8.46 Trillion by 2033, exhibiting a CAGR of 8.30% from 2025-2033. The market is witnessing robust growth, driven by rising internet penetration, smartphone adoption, and demand for convenience. Advancements in secure payment options, cross-border trade, and logistics efficiency are boosting adoption. Sustainability practices and innovative technologies like AI and AR are enhancing customer experiences, positioning e-commerce as a key retail channel.

IMARC Group provides an analysis of the key trends in each segment of the Europe e-commerce market, along with forecasts at the regional and country levels from 2025-2033. The market has been categorized based on type and transaction.

The United Kingdom appeared to have Europe's biggest B2C e-commerce market in 2021. UK consumers spent over 250 billion euros on online purchases, roughly twice as much as their French counterparts, who ranked second. Germany was Europe's third-biggest online market, with a revenue of 100 billion euros. This picture changes, however, when looking at the share of e-commerce within a country's GDP. Denmark, and Greece join the UK as countries where online shopping made up more than seven percent of GDP.

Mobile-driven shoppers Surely, the UK is an outlier in the European e-commerce, as data on the mobile segment attests. Latest rankings from 2021 indicated that mobile commerce represented 60 percent of online retail sales in the United Kingdom, the highest percentage out of 19 countries in the European region.

How does Europe prefer to pay online?

Debit cards ranked as the most popular online payment method, while credit cards were preferred by nearly one-fifth of e-commerce users. When looking at the main card issuers, Visa and Mastercard were the leading payment card schemes in Europe, although with huge differences among countries.

E-commerce companies sell various goods and associated services through online portals, either on websites, mobile applications or integrated into social media platforms. Internet access across Europe is rapidly accelerating, with the vast majority of countries boasting usage rates of over 80% of the population. The spread of fast broadband and mobile data has enabled rising numbers of Europeans to engage in e-shopping. Over the five years through 2024, e-commerce revenue in Europe is forecast to climb at a compound annual rate of 2.9% to reach €324.9 billion. E-tailers benefit from lower overhead costs than brick-and-mortar stores, enabling them to offer highly competitive prices to their customers and draw sales away from traditionally popular establishments like department stores. E-tailers have taken off by leveraging these cost advantages to appeal to an increasingly price-conscious consumer base. The expansion of value-added services like ‘Buy now, pay later’ and fast, flexible delivery options have contributed to some hefty industry growth. Sky-high inflation across much of Europe has severely dented Europeans’ spending power, with drops in sales volumes affecting many online stores in 2023. Despite this, revenue continues on an upwards trajectory as inflation swamps the drop in volume sales, with an estimated 1.1% growth rate in 2024. Looking forward, internet penetration will continue to provide a growing market for e-tailers, driving revenue upwards at a projected compound annual rate of 7.2% to reach €686.4 billion over the five years through 2029. E-tailers will continue to adapt their business practises and product selections to reflect the ever-growing level of environmental awareness. Delivery fleets will become fully electrified for many companies, while increasingly stringent waste regulations will force companies to adopt biodegradable or recyclable packaging in the coming years. The integration of AI and data analytics will transform business operations, making them more efficient and help to lower wage costs, supporting profitability.

Europe E-commerce Market by Business Model (Horizontal E-commerce and Vertical E-commerce), Browsing Medium, Payment Mode (Card Payments, Digital Wallets, Bank Transfers, Cash Payments), Operating Channel, and Offering - Forecast to 2032

The penetration rate in the e-commerce market in Europe was forecast to continuously increase between 2025 and 2029 by in total 8.2 percentage points. After the ninth consecutive increasing year, the penetration rate is estimated to reach 55.81 percent and therefore a new peak in 2029. Notably, the penetration rate of the e-commerce market was continuously increasing over the past years.Find more information concerning Panama and Romania. The Statista Market Insights cover a broad range of additional markets.

In 2020, a noticeable spike in online shopping habits had been recorded across Europe, with many consumers from different countries stating that they had started e-shopping more due to the impact of the coronavirus (COVID-19) pandemic. In 2021, most of the same countries saw an increase in the number of people who said they bought on the web more due to the crisis. In Spain, for example, more than half of surveyed consumers said they shopped online more often in 2021, an increase of about eight percent compared to the previous year.

The European e-commerce market, currently valued at €647.34 million (assuming this figure represents 2025), exhibits robust growth potential, projected to expand at a compound annual growth rate (CAGR) of 8.00% from 2025 to 2033. This growth is fueled by increasing internet and smartphone penetration across the region, coupled with rising consumer preference for online shopping convenience. Key drivers include improved logistics infrastructure, expanding payment options, and the increasing adoption of mobile commerce. The market is segmented by both B2C (business-to-consumer) and B2B (business-to-business) e-commerce activities, with B2C dominating the landscape. Within B2C, prominent segments include fashion & apparel, consumer electronics, beauty & personal care, and food & beverage, each contributing significantly to overall market value. The rise of omnichannel retail strategies, incorporating both online and offline channels, further enhances the growth trajectory. Competition is fierce, with major players like Amazon, eBay, and Zalando vying for market share, while smaller, specialized e-commerce businesses continue to emerge, catering to niche consumer demands. Specific regional variations exist within Europe, with the UK, Germany, and France representing the largest markets. However, growth is evident across the region, demonstrating a shift in consumer behavior towards digital channels for goods and services. While significant growth is anticipated, challenges remain. Increasing competition necessitates ongoing innovation and strategic adjustments. Maintaining customer trust through robust security measures and efficient dispute resolution is crucial. Furthermore, evolving regulatory landscapes and potential economic downturns pose potential restraints to the market's expansion. Addressing these challenges and capitalizing on the inherent growth opportunities will be key to sustained success within the dynamic European e-commerce market. Strategic investments in technology, marketing, and customer service will become increasingly critical for businesses to thrive in this competitive arena. The predicted expansion underscores the importance of understanding specific market segments and leveraging data-driven insights to navigate the complex e-commerce landscape successfully. Recent developments include: June 2023 - Alibaba has announced the expansion of local business in Europe. It would split into six units and explore fundraising or listings for most of them following a two-year regulatory crackdown on China's tech sector., February 2023: eMAG developed a 100,000-120,000 square meter logistics hub near Budapest, claimed to be the largest of this type in Central and Eastern Europe (CEE), according to a company's press release. The investment is estimated at EUR 100 million.. Key drivers for this market are: Internet penetration and growth of mobile, Digital literacy and skills are on the rise.. Potential restraints include: Internet penetration and growth of mobile, Digital literacy and skills are on the rise.. Notable trends are: Growing European Retail eCommerce Consumer.

Europe E-Commerce Apparel market is segmented by Product Type (Formal Wear, Casual Wear, Sportswear, Nightwear, and Other Types); by End User (Men, Women, and Kids/Children); by Platform Type (Third Party Retailer and Company's Own Website), and by Geography (Germany, United Kingdom, France, Italy, Spain, Russia, and Rest of Europe). The report offers the market size in value terms in USD for all the abovementioned segments.

Europe Cross-border e-commerce market size is USD 237462.66 million in 2024 and will expand at a compound annual growth rate (CAGR) of 29.0% from 2024 to 2031.

The Europe e-commerce market value reached approximately USD 911.00 Billion in 2024. The market is projected to grow at a CAGR of 9.50% between 2025 and 2034, reaching a value of around USD 2257.67 Billion by 2034.

The revenue in the fashion e-commerce market in Europe was forecast to continuously increase between 2024 and 2029 by in total 98.9 billion U.S. dollars (+57.27 percent). After the sixth consecutive increasing year, the indicator is estimated to reach 271.7 billion U.S. dollars and therefore a new peak in 2029. Find more information concerning Israel and North America. The Statista Market Insights cover a broad range of additional markets.

The revenue is forecast to experience significant growth in all segments in 2029. As part of the positive trend, the indicator reaches the maximum value for all three different segments at the end of the comparison period. Particularly noteworthy is the segment Apparel, which has the highest value of 182.5 billion U.S. dollars. Find other insights concerning similar markets and segments, such as a comparison of revenue in the United Kingdom and a comparison of revenue in China. The Statista Market Insights cover a broad range of additional markets.

The Europe Luxury E commerce market size is USD 125.55 billion in 2023 and will expand at a compound annual growth rate (CAGR) of 7.2% from 2023 to 2030.

Europe Quick E-Commerce (Quick Commerce) Market estimated to grow at a CAGR ofof 11.4% from 2025 to 2032.

Europe E-Commerce Watch Market is segmented by Product type (Quartz/Mechanical and Smart); by Platform Type (Third Party Retailer and Company's Own Website); and by Geography (United Kingdom, Germany, Spain, France, Italy, Russia, and Rest of Europe). The report offers the market size in value terms in USD for all the abovementioned segments.

Base Year 2023 Forecast Period 2024-2028 Market Growth X.XX%*

The size of the Europe E-Commerce Watch Market was valued at USD XX Million in 2023 and is projected to reach USD XXX Million by 2032, with an expected CAGR of 9.04% during the forecast period. E-commerce (electronic commerce) refers to the buying and selling of goods and services over the internet. It involves various types of transactions, including business-to-consumer (B2C), business-to-business (B2B), consumer-to-consumer (C2C), and consumer-to-business (C2B). E-commerce platforms enable businesses and individuals to conduct transactions through websites, mobile apps, and social media channels. This industry has grown significantly due to the convenience and accessibility it offers, allowing consumers to shop from anywhere at any time. Recent developments include: October 2022: Huawei launched the Watch D in the United Kingdom market. The watch was claimed to have a blood pressure monitor feature, which already has regulatory approval for the United Kingdom and Europe. The company launched its product through its website and other third-party online retailers as well., October 2022: Amazfit launched its water-resistant smartwatch, Amazfit Falcon, in Germany. The company made the watch available through the Amazon website and the manufacturer's website. It featured a particularly robust titanium case, more than 150 sports modes, and 24/7 health monitoring., June 2021: Fossil launched its first LTE smartwatch in the United Kingdom in partnership with Vodafone through various online retailing platforms, including its own. The watch included features like heart-rate sensor hardware, GPS, activity tracking, sleep tracking, and NFC payments.. Key drivers for this market are: Increasing sports participation, The Preference for Luxury Time Pieces. Potential restraints include: Availability of Counterfeit Products. Notable trends are: Increasing Demand for Connected Wearables.

Over the last two observations, the revenue is forecast to significantly increase in all segments. As part of the positive trend, the indicator reaches the maximum value for all two different segments at the end of the comparison period. Particularly noteworthy is the segment Furniture, which has the highest value of 104.9 billion U.S. dollars. Find further statistics on other topics such as a comparison of countries or regions regarding the penetration rate and a comparison of countries or regions regarding the number of users. The Statista Market Insights cover a broad range of additional markets.