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.

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.

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.

In 2024, European companies generated part of their revenue through e-commerce sales. The country with the largest e-commerce revenue in 2024 was Denmark with 30 percent. Followed by Belgium (29 percent), Sweden (26 percent), and Czechia (25 percent).

From the selected European countries, the United Kingdom is expected to lead on e-commerce revenue in 2025. During that year, e-commerce in the United Kingdom was estimated to generate approximately 141 billion U.S. dollars in revenue. Germany ranked second in Europe, with over 100 billion dollars in online sales revenue projected for 2025. France and Italy follow with over 70 billion U.S. dollars each in estimated revenue.

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.

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 number of people participating in e-commerce has increased significantly over the years. In 2019, before the coronavirus pandemic, the figure stood at an estimated *** million, which has now risen to approximately *** million in 2024. According to Digital Market Insights, forecasts suggest that the number of e-commerce users in Europe will reach *** million by 2029.

This statistic presents the share of e-commerce users (individuals who ordered goods or services for private purposes within three month prior to the survey) in the European Union from 2009 to 2019. In 2019, 74 percent of Danish consumers had made an online purchase.

This table contains figures on the use of information and communication technology (ICT) by companies, specifically the extent to which they use external networks, incl. the internet, for e-commerce (purchasing and sales). The table shows the percentages of the total purchasing value and the total turnover realised via external networks. The figures refer to companies with 10 and more employed persons. The figures are broken down by sector of industry (SIC 2008) and size of company.

Data available from: 2008 - 2009

Status of the figures: The figures in this table are final.

Changes as of 11 January 2019: None, this table is discontinued.

When will new figures be published? Not applicable anymore.

Value of e-commerce sales by NACE Rev. 2 activity

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.

European Union - Share of enterprises' turnover on e-commerce: All enterprises, without financial sector (10 persons employed or more) was 19.12% in December of 2024, according to the EUROSTAT. Trading Economics provides the current actual value, an historical data chart and related indicators for European Union - Share of enterprises' turnover on e-commerce: All enterprises, without financial sector (10 persons employed or more) - last updated from the EUROSTAT on June of 2025. Historically, European Union - Share of enterprises' turnover on e-commerce: All enterprises, without financial sector (10 persons employed or more) reached a record high of 19.83% in December of 2020 and a record low of 13.00% in December of 2010.

In Germany and Italy, marketplaces have the highest weight in the e-commerce market. Data based on online retail sales estimated for January 2024 indicated that 44 percent of transactions were carried out on marketplaces in each country. In turn, marketplaces' share stood at 29 percent in France.

In 2023, e-commerce professionals from European companies believed artificial intelligence (AI) could support their businesses for various activities. 56 percent of them saw great potential in the collection and analysis of customer data and behavior. Dynamic pricing followed with 48 percent of answers, while personalization ranked third at 47 percent.

An e-commerce and internet access dashboard bringing together information from various sources including the e-commerce survey of businesses and internet access usage statistics from households and individuals.

Source agency: Office for National Statistics

Designation: Supporting material

Language: English

Alternative title: Ecommerce dashboard

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.

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.

The online revenue of capcom-europe.com amounted to US$261m in 2024. Discover eCommerce insights, including sales development, shopping cart size, and many more.

Consumer Edge is a leader in alternative consumer data for public and private investors and corporate clients. CE Vision Europe includes consumer transaction data on 6.7M+ credit cards, debit cards, direct debit accounts, and direct transfer accounts, including 5.3M+ active monthly users. Capturing online, offline, and 3rd-party consumer spending on public and private companies, data covers 5K+ merchants, 3K+ brands mapped to 600 global parent companies (500 publicly traded), and deep geographic breakouts with demographic breakouts coming soon for UK. Brick & mortar and ecommerce direct-to-consumer sales are recorded on transaction date and purchase data is available for most companies as early as 5 days post-swipe.

Consumer Edge’s consumer transaction datasets offer insights into industries across consumer and discretionary spend such as: • Apparel, Accessories, & Footwear • Automotive • Beauty • Commercial – Hardlines • Convenience / Drug / Diet • Department Stores • Discount / Club • Education • Electronics / Software • Financial Services • Full-Service Restaurants • Grocery • Ground Transportation • Health Products & Services • Home & Garden • Insurance • Leisure & Recreation • Limited-Service Restaurants • Luxury • Miscellaneous Services • Online Retail – Broadlines • Other Specialty Retail • Pet Products & Services • Sporting Goods, Hobby, Toy & Game • Telecom & Media • Travel

Private equity and venture capital firms can leverage insights from CE’s synthetic data to assess investment opportunities, while consumer insights teams and retailers can gain visibility into transaction data’s potential for competitive analysis, shopper behavior, and market intelligence.

CE Vision Benefits • Discover new competitors • Compare sales, average ticket & transactions across competition • Evaluate demographic and geographic drivers of growth • Assess customer loyalty • Explore granularity by geos • Benchmark market share vs. competition • Analyze business performance with advanced cross-cut queries

Corporate researchers and consumer insights teams use CE Vision for:

Corporate Strategy Use Cases • Ecommerce vs. brick & mortar trends • Real estate opportunities • Economic spending shifts

Marketing & Consumer Insights • Total addressable market view • Competitive threats & opportunities • Cross-shopping trends for new partnerships • Demo and geo growth drivers • Customer loyalty & retention

Investor Relations • Shareholder perspective on brand vs. competition • Real-time market intelligence • M&A opportunities

Most popular use cases for private equity and venture capital firms include: • Deal Sourcing • Live Diligences • Portfolio Monitoring