The future is digital, and it’s already here. Across Europe, shoppers are clicking “buy now” like never before, and businesses are racing to keep up.
But what’s really happening behind the scenes?
Which countries are leading the charge, and what trends are shaping the way we shop?
We’ve got answers, thanks to the European E-Commerce Report 2024 from EuroCommerce and Ecommerce Europe. This data-packed report breaks down the continent’s e-commerce landscape, region by region, revealing who’s thriving and what’s changing.
Walk with us through the highlights and dive into the trends set to make waves in e-commerce in 2025.
Breaking barriers with e-commerce
Think about it: over 2.7 billion people buy online and contribute to a $6 trillion global industry.
E-commerce is just huge. It’s convenient, fast, and offers more options than any brick-and-mortar store ever could.
For customers, e-commerce means freedom. You can shop at midnight in your pajamas, compare prices instantly, and even buy from a seller halfway across the globe. No long lines, no crowded malls – just a few clicks, and your order is on its way.
Plus, reviews are everywhere. You know exactly what you’re getting before you hit “buy.”
For the world, it’s a wave of opportunities. Small businesses can reach international customers without opening physical stores. Big brands can scale faster. And new technologies like AI-driven personalization are making online shopping more tailored and exciting.
So yeah, e-commerce isn’t just about buying stuff. Now it’s more about breaking barriers, building connections, and making life easier for everyone involved.
The state of e-commerce in Europe
But how is e-commerce shaping the way Europe shops and sells?
In a region as diverse as Europe, the online scene is rewriting the rules of retail.
Europe’s e-commerce landscape is a fascinating blend of opportunities, innovations, potential, challenges, economic difficulties, etc.
Let’s explore the state of e-commerce in Europe and what drives this dynamic market.
Western Europe
Source: European E-Commerce Report 2024
Western Europe, home to Belgium, France, Germany, Ireland, Luxembourg, the Netherlands, and the United Kingdom, shines as the powerhouse of European e-commerce.
With 96% internet penetration and 83% of the population actively shopping online, this region is a hub of digital commerce innovation and resilience.
Let’s start with Belgium, where policies demand retailers provide at least two delivery options and report CO2 emissions. Direct debit leads payments, and people get serious about sustainability and clearer product information, like detailed sizing info (which pays off and reduces returns by 6%).
France’s e-commerce is also buzzing, with 78% of the population shopping online in 2024. Its top-notch logistics and expanding tech ecosystem are helping businesses adapt and grow.
In Germany, the government is developing data protection laws and acts like The Digital Services Act or Artificial Intelligence Act. Re-commerce is on the rise in this country as consumers tighten their belts and prefer to buy from other consumers.
Ireland is making waves with its digital transformation efforts, like gigabit network expansion and a focus on sustainability. Meanwhile, the Netherlands tackles challenges like BNPL regulation while staying ahead with circular economy initiatives.
Luxembourg may be small, but 79% of its population shops online, and 100% of 16-74-year-old users have access to the internet! It’s a digital dynamo. And the UK? Well, here, as many as 91% of the population are e-shoppers. In 2023, they mostly used Google to search for products.
One thing that really sets Western Europe apart is its focus on balancing innovation with sustainability.
Take packaging, for example. In Germany, companies are exploring reusable options and reducing void space in shipments, while the Netherlands is pushing for a more circular economy with initiatives like the “Right to Repair.” Ireland is leading by example too, with refill shops and eco-friendly online platforms becoming increasingly popular. Even in Belgium, where sustainability efforts include second-hand goods with warranties and sustainable delivery options, the trend is clear: consumers and businesses alike are taking environmental responsibility seriously.
And that’s pretty exciting, don’t you think?
Northern Europe
Source: European E-Commerce Report 2024
Northern Europe includes Denmark, Estonia, Finland, Iceland, Latvia, Lithuania, Norway, and Sweden, each showcasing distinct e-commerce trends and strengths.
This region is impressive, with a forecasted 98% internet penetration in 2024 and 84% of the population actively shopping online.
Denmark, for instance, has one of the most competitive markets, with 90% of e-shoppers (a lot of them buy from non-EU brands like Temu). Danish customers prefer smart payment solutions like Apple Pay and parcel lockers for delivery.
Meanwhile, Sweden is embracing Swish, a popular mobile payment app, alongside service points and parcel lockers as primary delivery options. High interest rates dampened e-commerce growth in Sweden, but 2024 shows signs of a rebound.
In Finland, Temu emerged as the most-visited non-Finnish e-commerce site within a year, reflecting consumer interest in low-cost goods. But what’s interesting is that luxury purchases are also on the rise. Thus, we can see a diverse consumer base in this area.
For Estonia, 2023 was a challenging year, with rising inflation, energy prices, taxes, and new acts. As a result, entrepreneurs saw a decline in turnover, and orders from Asia increased. However, the good point is that automation and AI tools reduce many costs and encourage innovations like shopping baskets that recognize added products.
Norway highlights a shift towards omnichannel experiences and blurs the line between online and offline commerce. E-commerce grew significantly during COVID-19 but slowed in 2023, with predictions for a modest 3% increase in 2024. AI is a major focus, which drives process automation and customer experiences.
Iceland, Latvia, and Lithuania have high percentages of the population aged 16-74 accessing the internet: 99%, 93%, and 90%, respectively. Iceland is the most advanced country in this group—it also has 91% of e-shoppers (compared to 62% in Latvia and Lithuania).
Central Europe
Source: European E-Commerce Report 2024
Central Europe, comprising Austria, Czechia, Hungary, Poland, Slovakia, Slovenia, and Switzerland, holds its ground as an essential player in the European e-commerce scene. With internet penetration at 92% and 71% of the population shopping online in 2023, this region is growing steadily.
Central Europe’s potential is undeniable as it builds on emerging trends, sustainable practices, and tech-driven solutions.
Austria, with 97% internet penetration, embraces sustainable innovations like reusable packaging and plans to introduce a deposit system for beverage packaging in 2025. Though inflation has pushed price sensitivity to the forefront, Austria’s e-commerce sector is optimistic about AI-driven improvements in logistics and personalization.
In Czechia, e-commerce thrives, with 78% of its population shopping online and local platforms like Seznam.cz. Re-commerce and second-hand shopping are growing, capturing 2% of market sales and reflecting the region’s pragmatic approach. In this country, market players are increasingly becoming interested in sustainability as well.
Poland continues to shine as a dynamic market, with 94% of the population accessing the internet. Payment solutions like BLIK dominate, and innovative approaches to grocery and second-hand goods are driving new waves of consumer engagement.
Hungary reports an impressive 94% internet penetration, with marketplaces gaining traction and price competitiveness as a leading factor for e-commerce success.
Meanwhile, Switzerland stands out for its advanced digital adoption and consumer preferences for fast yet sustainable delivery options. Payment methods like TWINT are surpassing traditional credit cards. They showcase the adaptability of Swiss consumers to modern trends.
Slovenia, though a smaller market, has demonstrated steady growth in digital engagement and online purchasing habits since 2022. Slovakia, on the other hand, sees a decline in internet penetration rather than an increase. Regarding the number of e-shoppers, it has remained at 77% for the past three years.
Eastern Europe
Source: European E-Commerce Report 2024
Eastern Europe, comprising Albania, Bosnia and Herzegovina, Bulgaria, Croatia, Moldova, Montenegro, North Macedonia, Romania, Serbia, and Ukraine, represents a landscape with a big potential in the European e-commerce market.
With 83% internet penetration and 53% of the population shopping online in 2023, the region can prove a lot.
Romania leads in innovation and digital transformation. Approximately 55% of internet users made online purchases in 2024, with rural areas showing significant growth thanks to improved internet access and lower delivery costs. Cash-on-delivery remains popular, but digital payment options like BNPL are gaining traction.
Conversely, Bulgaria has doubled its e-commerce market over the past four years, and TrustMark has enhanced consumer protection (which signals a push toward compliance and better consumer experiences).
In Serbia, 62% of the population engages in online shopping, driven by increasing digital literacy and urbanization. However, e-commerce growth in Montenegro and North Macedonia remains modest, with online shoppers accounting for only 30% and 46%, respectively.
Meanwhile, Ukraine has shown resilience despite challenges, with 79% internet penetration and 64% of users shopping online. The country’s cross-border trade and leveraging of its IT sector are evident.
Bosnia and Herzegovina lags behind with 37% e-shopper penetration. Still, there’s a green light: policy changes, including comprehensive e-commerce regulations and support for SMEs, are in the pipeline to spur growth.
Moldova, too, faces similar hurdles (27% of e-shoppers penetration), though its higher internet penetration rate of 61% shows potential for expansion (like for Bosnia and Herzegowina).
Interestingly, Croatia’s adoption of search engine-driven shopping habits, with Google dominating at 97%, reveals a digital-first approach among consumers. Albania is better here: Google dominates searches at 98%, but the penetration of e-shoppers is far lower (37% for Albania and 62% for Croatia).
Southern Europe
Source: European E-Commerce Report 2024
Southern Europe, such as Cyprus, Greece, Italy, Malta, Portugal, and Spain, shows steady growth in digital commerce. The region’s internet penetration reached 91% in 2023, while 60% of its population actively shops online.
Despite many challenges, Southern Europe is carving out a unique identity in e-commerce.
Starting with Cyprus, the country has 92% internet penetration, with 65% of its population shopping online. Local consumers strongly prefer national purchases, but cross-border shopping also matters for them: 81% of them buy from other EU sellers.
In Greece, internet access stands at 88%, but only 58% of people shop online, reflecting a cautious digital consumer base.
Italy stands out with its omnichannel strategies and focus on promoting locally made products. With 89% internet penetration, 53% of Italians shop online, driven by mobile payment preferences and fast delivery. Eco-friendly practices, such as reduced packaging waste, are also gaining traction.
Malta, while smaller, boasts 68% e-shoppers. Its focus on logistics efficiency and international trade bolsters its e-commerce standing.
Portugal’s e-commerce sector is fueled by 88% internet penetration and 56% e-shoppers. Spain leads the region in digital transformation, with 97% internet penetration and 70% of its population shopping online. The country is a front-runner in sustainable logistics, with a 30% rise in electric vehicles for last-mile delivery in 2023. In this area, Bizum – a local payment solution – is gaining traction, particularly among younger consumers.
2025 insights & trends
All right, but what’s driving the next wave of e-commerce, and how can your business stay ahead?
Well, with an ever-evolving digital landscape, it’s clear that 2025 will be another transformative year for the industry.
Let’s explore the key trends shaping the global marketplace.
1. AI-powered personalization
AI revolutionizes how businesses connect with customers. Think of AI-powered tools that tailor product recommendations or chatbots that solve issues instantly. These innovations don’t just save time but deliver better customer experiences.
And did you know businesses using AI for personalization see up to a 50% increase in conversion rates?
That’s a game-changer for any e-commerce brand aiming to scale in 2025.
2. Immersive shopping with AR and VR
Augmented and virtual reality are making online shopping incredibly interactive year after year. Over 66% of shoppers want AR features and brands offering them see a 57% boost in purchase likelihood.
If you’re not integrating immersive tech yet, the question is: why not?
3. Social commerce
Scrolling through Instagram or TikTok isn’t just entertainment. At least, not anymore — it’s the new shopping experience. Social commerce sales hit $570 billion last year and are expected to double by 2028. Platforms like TikTok Shop let users buy directly from videos.
It’s a shift in how people discover and buy products.
But are you ready to meet customers where they already are?
4. Being eco is more than a nice-to-have
Customers are increasingly putting their money where their values are. Over 60% of UK shoppers favor eco-friendly delivery, and 73% are willing to pay more for sustainable packaging.
If your business isn’t embracing green practices, you risk falling behind.
From electric delivery fleets to recyclable materials, sustainability is a blessing for business.
5. Cross-border e-commerce
The rise of digital wallets and multi-currency payment systems makes international sales more manageable than ever. And in the above report we saw that customers from many countries (like Cyprus) enjoy cross-border e-commerce, as it opens doors to a global customer base.
Source: European E-Commerce Report 2024
Yet, hidden fees cost small businesses billions each year. Transparent pricing and seamless payments could be the key to unlocking international success in 2025.
6. Quick commerce
Who wants to wait days for delivery anymore? Quick commerce is taking off, offering same-day delivery or even 30-minute delivery options. Platforms like Amazon and Walmart are investing heavily in hyper-local fulfillment centers to meet this demand. In 2025, 55% of customers will pay extra for faster delivery.
This trend has started, and the question is, are you equipped to meet these expectations?
Highlights of the report
E-commerce means more than convenience. The question isn’t if these trends will impact your business but how prepared you are to ride the wave.
If your online business operates in Europe – you’re in luck. A lot of opportunities await you here, and promise a lot.
However, to set your strategies right, you need to know what the market is like and what it is characterized by.
- Western Europe is rewriting the e-commerce playbook with innovation, strong policies, and a focus on sustainability. The future of e-commerce is happening right here.
- Northern Europe combines tech-savviness, sustainability, and evolving consumer habits. It’s a fascinating region to watch in e-commerce.
- Central Europe shows steady growth and reflects a balanced blend of innovation, consumer trust, and a commitment to sustainability. Yet, some countries, like Slovakia, struggle.
- Eastern Europe is at a turning point. While infrastructure and digital literacy need improvement, the appetite for e-commerce growth is undeniable. This region may still be finding its footing in the European e-commerce arena, but you see, the momentum is unmistakable, and the potential is massive.
- Southern Europe demonstrates that while growth rates may vary across countries, the region’s commitment to sustainability, digital adoption, and localized solutions remains strong.
At the end of the day, with a diverse mix of countries, Europe is well-poised to push e-commerce forward. This continent is about setting standards for the future.
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