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Europe’s Ecommerce Faces Sharp Divide as Netherlands Slips 1% While Sweden Surges 10% in 2025

Europe’s e-commerce story in 2025 is not one of uniform growth, but of divergence.

Two of the continent’s most advanced digital markets, the Netherlands and Sweden, moved in opposite directions, revealing a deeper shift in how e-commerce is evolving across mature economies. While Dutch e-commerce recorded a 1% decline, Sweden surged ahead with 10% growth, underscoring a widening gap between stabilization and expansion phases in Europe’s digital commerce landscape.

A Subtle Slowdown in the Netherlands

At first glance, a 1% drop in e-commerce spending in the Netherlands, totaling around €35.7 billion ,may appear like a warning sign. In reality, it tells a more nuanced story.

This is a market that has already reached high penetration levels. Growth is no longer driven by volume, but by structural shifts within consumer behavior.

Transaction volumes remained stable, and even more tellingly, online product sales continued to grow. Categories such as home & living, electronics, and toys maintained upward momentum. What dragged overall performance down was not demand, but a decline in service-related spending, a segment that had previously inflated e-commerce figures.

At the same time, Dutch consumers are increasingly looking outward. Cross-border e-commerce expanded rapidly, with spending reaching €4.5 billion. This signals a clear transition: domestic platforms are facing stronger competition as consumers turn to global marketplaces for price, variety, and convenience.

In essence, the Netherlands is not shrinking, it is rebalancing.

Sweden’s Return to Strong Growth

While the Netherlands adjusts to maturity, Sweden is moving with renewed energy.

E-commerce in Sweden grew by 10% in 2025, reaching approximately €14 billion, marking one of its strongest performances in recent years. Unlike the Dutch case, this growth is not selective, it is broad and consistent across sectors.

Health and pharmacy products saw particularly strong demand, alongside home furnishings ,both categories benefiting from long-term lifestyle shifts. Electronics, already a dominant segment, continued to deepen its online penetration, with more than half of purchases now happening digitally.

E-commerce’s share of total retail also edged higher, reaching 15%, reinforcing its role as a central pillar of Sweden’s retail economy rather than a complementary channel.

Sweden’s performance reflects more than recovery – it signals continued expansion in a still-developing digital retail environment.

Two Markets, Two Realities

Placed side by side, these markets highlight a critical truth: Europe’s e-commerce ecosystem is no longer moving in sync.

The Netherlands represents a post-growth market, where optimization, competition, and cross-border pressure define the next phase
Sweden reflects a growth-driven market, where penetration is still increasing and demand continues to expand

This divergence is not a contradiction – it is a natural evolution of e-commerce maturity.

The Strategic Shift Ahead

For e-commerce players operating in Europe, this split has clear implications.

Growth strategies that worked across the region five years ago are no longer universally effective.

In mature markets like the Netherlands, success will depend on differentiation, pricing strategy, and cross-border positioning
In growth markets like Sweden, the focus remains on scaling, category expansion, and customer acquisition

The era of “one Europe, one strategy” is over.

A Fragmented but Promising Future

Europe’s e-commerce future is not slowing down – it is becoming more complex.

Some markets are stabilizing, refining their structures and redefining growth drivers. Others are still accelerating, offering strong opportunities for expansion.

Understanding this two-speed dynamic will be essential for brands, marketplaces, and investors navigating the next phase of global e-commerce.

Because in 2025, the real story is not whether e-commerce is growing, but where, how, and why.

Source:

Ecommerce News Europe

EU Delegation Visited Beijing Over the E-Commerce Product Safety Crisis

Trade tensions between the European Union (EU) and China have once again come to the forefront, this time over product safety issues stemming from e-commerce. A delegation from the European Parliament traveled to Beijing as part of a rare visit and held direct talks with Chinese officials. The focus of the meetings was on “unsafe and non-standard products” entering the European market.

E-Commerce Products Are on the EU’s Radar

European Union officials emphasize that a large portion of products entering Europe, especially through low-cost e-commerce platforms, do not meet safety and quality standards. In recent inspections, it has been stated that the rate of non-compliant products in some categories has reached as high as 80%. This situation creates serious risks not only for consumer safety but also for fair competition.

The European Union side is demanding that Chinese manufacturers and platforms comply more strictly with European Union regulations. The increase in non-standard products is drawing particular attention in high-volume categories such as toys, electronics, and textiles.

Debates Around Temu and Shein Are Deepening

Platforms such as Temu and Shein, which have frequently come to the agenda in the European Union recently, are at the center of this debate. The European Commission had previously announced that it would tighten inspections targeting these platforms. In the new period, platforms are planned to be held responsible as “importers” and made directly liable for product safety.

The Beijing Visit Is Rare but Critical

The Beijing visit by the European Parliament delegation is also being considered an important development in terms of diplomatic contacts that have declined in recent years. The meetings addressed not only product safety, but also supply chain transparency and sustainability issues. It is stated that the Chinese side is open to greater cooperation, especially to avoid disruptions to exports, but is taking a cautious approach on the grounds that regulations could slow trade.

Stricter Inspections and Higher Costs in the New Period

Analysts state that these steps by the European Union could make it more difficult in the short term for Chinese-origin products to enter the European market. This means higher costs, especially for e-commerce models based on low-cost advantage. On the other hand, the European Union’s goal is not only to increase product safety; it is also to protect local producers and restore the balance of competition. Recent developments reveal that global e-commerce is now being shaped not only by competition in price and speed, but also by regulation and safety criteria. Tensions between Europe and China in this area are expected to increase even further in the coming period.

Tough E-Commerce Regulation in the EU; Platforms to Be Held Responsible as “Importers”

WTO E-Commerce Moratorium Deadlock: Who Will Control Digital Trade Rules?

The recent deadlock at the World Trade Organization (WTO) over e-commerce duties may sound technical. It is not. What we are witnessing is a fundamental disagreement about the rules of the digital economy and, more importantly, about who gets to capture its value.

At the center of the debate is the WTO’s long-standing e-commerce moratorium, a rule that prevents countries from imposing customs duties on electronic transmissions such as software, streaming, and cloud services. After nearly 30 years in place, this rule is now under serious scrutiny.

What Is the WTO E-Commerce Moratorium?

The WTO e-commerce moratorium, first introduced in 1998, ensures that digital products and services can cross borders without tariffs.

This includes:

Software downloads
SaaS platforms (e.g. Microsoft 365)
Streaming services (e.g. Netflix)
Digital media and cloud-based tools

However, the rule does not apply to physical goods.

If you buy a piece of furniture from abroad, it is subject to tax. If you download software from abroad, it is not. This is the core issue. A container of chairs crossing a border is taxed, while a million-dollar SaaS subscription crossing digitally is not taxed

From a policy standpoint, this asymmetry is becoming harder to justify, especially for emerging economies.

Why Brazil, Türkiye, India and Others Said “No” to the WTO E-Commerce Deal

The WTO talks collapsed after Brazil, supported by countries such as Türkiye and aligned with India’s broader stance, refused to agree to a long-term extension of the moratorium.

Their argument is actually quite rational:

The digital economy is still evolving
Governments should not give up taxation rights too early
Digital imports are growing rapidly, but remain untaxed

In simple terms: “Why should we permanently give up the right to tax the fastest-growing part of the global economy?”

This is not protectionism. It is strategic hesitation.

Why the U.S. and EU Support Extending the Moratorium

The United States and European Union strongly advocate for extending the WTO e-commerce moratorium, preferably on a long-term or permanent basis.

Their motivations are clear:

They dominate global digital service exports
Their companies rely on frictionless cross-border data flows
Tariffs on digital services would increase costs and reduce scalability

For these economies, maintaining a duty-free digital environment is essential for sustaining global competitiveness. For them, this rule is not just convenient, but also structural. Without it, global scaling slows down, SaaS becomes more expensive, and platforms face fragmented regulations.

The Real Conflict: Digital Trade vs Traditional Trade

The WTO deadlock reflects a deeper structural issue in global trade:

Traditional Trade	Digital Trade
Physical goods	Intangible services
Subject to tariffs	Currently duty-free
Border-based taxation	Borderless delivery

Emerging economies argue that this imbalance creates an unequal playing field. If physical goods are taxed, why should digital goods remain exempt?

This is often framed as a “developed vs developing” conflict. That is only partially true. The deeper divide is this:

Digital exporters want open, duty-free flows
Digital importers want the right to regulate and tax

This is a clash between two economic realities, one built on platforms and data, and the other still balancing industry, revenue, and transition.

Why This Matters for E-Commerce

For the global e-commerce ecosystem, the implications are significant.

If the moratorium is not extended:

Countries may introduce digital import duties
Cross-border SaaS and platform costs could increase
E-commerce operations could become fragmented by regulation

This would directly impact:

Online marketplaces
Subscription-based business models
Cross-border digital service providers

For regions like the UAE, which position themselves as global e-commerce hubs, maintaining predictable digital trade rules is critical; this could introduce friction into what has so far been a relatively seamless system.

What Happens Next in WTO Negotiations?

Following the deadlock, WTO members will continue discussions in Geneva. The most likely outcome is a short-term extension (2 years), rather than a long-term agreement. However, this does not resolve the underlying issue. The central question remains: Should digital trade be treated the same as physical trade?

From where I stand, working at the intersection of e-commerce, platforms, and global trade, this debate is inevitable. And frankly, overdue. For years, the digital economy has operated in a kind of regulatory grey zone: Borderless, Frictionless, largely untaxed at the transmission level. That model helped accelerate growth. But it also created an imbalance.

The question now is not whether rules will change. They will. The real question is, will those rules enable growth—or fragment it?

The WTO deadlock is often described as a failure. I see it differently. The WTO e-commerce moratorium deadlock is not a temporary disruption. It is a reflection of a broader transformation in the global economy.

We are moving from trade in goods to trade in data and from physical borders to digital jurisdictions

The outcome of this debate will shape:

The cost of digital services
The scalability of e-commerce platforms
The structure of global trade itself

The real question is no longer whether digital trade rules will change. It is, how and in whose favour they will be rewritten.

Bibliography

The Japan Times – “WTO talks end in deadlock after Brazil blocks deal over e-commerce duties” (2026) https://www.japantimes.co.jp/business/2026/03/30/tech/wto-talks-brazil-e-commerce-duties/

World Trade Organization – Work Programme on Electronic Commerce and Moratorium on Customs Duties
https://www.wto.org/english/tratop_e/ecom_e/ecom_work_programme_e.htm

U.S. Trade Representative – Position on WTO E-commerce Moratorium
https://ustr.gov/about/policy-offices/press-office/press-releases/2026/march/ustr-issues-report-wto-reform-eve-ministerial-conference

European Commission – EU Digital Trade and WTO Reform Position Papers
https://www.eeas.europa.eu/delegations/world-trade-organization-wto/eu-submission-wto-reform_en?s=69

WTO – Growing Trade in Electronic Transmissions and Development Implications
https://www.wto.org/english/tratop_e/ecom_e/wkmoratorium29419_e/rashmi_banga.pdf

Tough E-Commerce Regulation in the EU; Platforms to Be Held Responsible as “Importers”

The European Union (EU) has signed off on one of the most comprehensive customs reforms of the last 50 years in response to the rapid growth of e-commerce. With the new regulation, significant responsibilities are being introduced especially for platforms engaged in cross-border online sales.

The European Union (EU) approved a comprehensive reform of its customs systems. Representatives of the European Parliament and the governments of EU member states reached a critical agreement late on Thursday, March 26, after lengthy negotiations, and the final details of the new reform were clarified.

As part of the reform, the way has been opened for imposing fines on Chinese e-commerce platforms if they sell illegal or unsafe products. The EU aims to coordinate the collection of customs duties and safety checks more effectively in response to the very high volume of low-value e-commerce parcels entering the bloc.

E-Commerce Platforms Will Be Directly Responsible for the Customs Duties and Safety of the Products They Sell

One of the most striking elements of the reform is that e-commerce platforms will now be treated as “importers.” In this context, platforms such as Amazon, Temu, Shein, and similar companies will be directly responsible for the customs duties and product safety of the goods they sell. In addition, serious fines and operational restrictions are also on the agenda for companies that systematically fail to comply with the rules. Companies that continuously violate the bloc’s rules could face fines ranging from 1% to 6% of their total EU sales over the previous 12 months.

The New Structure Will Become Operational in 2028

At the center of the new system is the European Customs Authority, which will be established in Lille, France. A team of 250 staff members working there will track parcels and manage the new EU data hub, which will provide a centralized, digital overview of incoming goods. The data hub is planned to become operational for e-commerce consignments in 2028 and to cover all imported goods as of March 1, 2033. At the same time, thanks to the digital data platform to be created, companies will be able to share customs information through a single system. This system is expected both to accelerate procedures and to save billions of euros annually.

Lille in 2026 Selected to Host New EU Customs Authority as Trade Pressures Rise

The Reform Package Focuses on the Import of Low-Value Goods

The reform package focuses particularly on the import of low-value goods. It is stated that more than 90% of the 5.9 billion low-value items that entered the EU in 2025 came from China. For this reason, as of July 1, 2026, a fixed fee of 3 euros will be applied to goods valued below 150 euros. In addition, an extra “handling fee” is planned to be introduced for each shipment by November 1, 2026. With the new regulation, it will become mandatory for all transaction data to be transmitted to the customs system at the time of sale. In this way, authorities will be able to conduct risk analysis before the products cross the border.

EU officials emphasize that the main purpose of the reform is to prevent tax losses, reduce smuggling, and manage the growing volume of e-commerce more effectively. Countries such as Türkiye, which have strong trade ties with the EU, are also expected to be directly affected by this new system.

Nearly 6 Billion E-Commerce Parcels Entered the EU in 2025

The EU does not apply customs duties to parcels valued at less than 150 euros ($173.85). This has supported the rapid growth of online shopping platforms such as Shein, Temu, and AliExpress, which send packages directly from China to customers. According to research, the total number of parcels entering EU countries reached 5.8 billion in 2025. Among these parcels, 60% to 65% of imported cosmetic products, including make-up, food supplements, and personal protective equipment such as bicycle helmets, do not comply with the EU’s safety rules.

EU Delegation Will Go to China

As part of the reform, the EU will send a nine-member delegation to Beijing and Shanghai to address problems in the digital and e-commerce sector. According to a statement from the EU Delegation to China, the purpose of this visit is to promote fair competition between China and the bloc. During the three-day meetings, European lawmakers will meet not only with Chinese legislators and market regulators but also with representatives of Shein, Alibaba, and Temu.

3 Key Changes in EU De Minimis Rules and What It Means for UK E-Commerce Growth

Lille in 2026 Selected to Host New EU Customs Authority as Trade Pressures Rise

The European Union has selected the French city of Lille as the headquarters of its new Customs Authority, marking a major step in the bloc’s efforts to modernise its trade and customs systems.

The decision follows a competitive bidding process involving several European cities, including Rome, Warsaw, The Hague and Bucharest. In the final round, Lille secured the position, reinforcing France’s central role in shaping the future of EU customs operations.

The new authority is expected to be established in 2026 and could become fully operational by 2028, although timelines remain subject to final negotiations.

A Central Hub for EU Customs Reform

The creation of the EU Customs Authority is part of a broader overhaul of the EU customs framework. The reform aims to address growing challenges linked to rising trade volumes, fragmented national systems and the rapid expansion of e-commerce.

In particular, the surge in low-value shipments and cross-border online trade has placed increasing pressure on existing customs infrastructure. The new authority is expected to play a key role in improving coordination, strengthening enforcement and supporting a more unified approach across member states.

Beyond enforcement, the authority will also contribute to the development of a more digital and data-driven customs system, aligning with the EU’s wider strategy to modernise trade operations.

Why Lille Was Selected

Lille’s selection reflects both strategic and operational advantages. Located at a key crossroads of European trade routes, the city offers strong logistics connectivity and proximity to major markets, including the UK and Northern Europe.

France also highlighted its experience in managing large trade flows and its established customs infrastructure as part of its bid. The country remains one of the EU’s primary entry points for goods, handling a significant share of incoming parcels.

In addition, Lille presented a ready-to-use infrastructure plan and committed to supporting operational costs, strengthening its position in the final decision process.

What This Means for E-Commerce and Trade

The establishment of the EU Customs Authority comes at a time when global trade is becoming increasingly complex. Geopolitical tensions, shifting tariffs and the continued rise of e-commerce are forcing governments to rethink how goods are monitored and regulated.

For e-commerce businesses, the move signals a shift toward more structured and centralised customs processes. Combined with upcoming regulatory changes such as the removal of de minimis thresholds, the EU is moving toward tighter control over cross-border flows.

As previously highlighted in WORLDEF’s coverage of customs and e-commerce trends, the future of cross-border trade will be defined less by speed alone and more by compliance, data accuracy and operational resilience.

The decision to base the authority in Lille underlines the EU’s intention to build a more integrated and technologically advanced customs system. For businesses operating across borders, this marks another step toward a more regulated, but also more predictable, trade environment.

Source: Euronews

3 Key Changes in EU De Minimis Rules and What It Means for UK E-Commerce Growth

EU Ends De Minimis in 2026 and UK E-Commerce Must Adapt Fast

The European Union (EU) is preparing to remove its de minimis threshold, a decision that will reshape how cross-border e-commerce operates across the region. For UK-based brands, the change goes beyond regulation. It directly affects pricing, logistics, and the overall customer journey.

For years, shipments valued under €150 could enter the EU without customs duties. This allowed brands to keep costs low and move goods quickly across borders, supporting the rapid growth of direct-to-consumer models. That advantage is now coming to an end.

From July 2026, all goods entering the EU will be subject to customs duties, regardless of value. A simplified flat-rate duty, expected to be around €3 for low-value shipments, will replace the previous exemption. The result is clear. Small parcels will no longer benefit from duty-free treatment.

Rising Costs and Changing Customer Expectations

The shift is part of a broader effort by EU regulators to bring more control and balance to the market. As cross-border volumes have surged, authorities have moved to close gaps in the system, improve tax collection, and create fairer conditions for domestic retailers.

For UK e-commerce brands, the impact will be immediate. Products that once moved across borders with minimal cost will now carry additional charges, putting pressure on already tight margins. This is particularly relevant for low-value, high-volume categories where even small cost increases can affect profitability.

There is also a direct link to customer experience. Higher landed costs, especially when passed on at checkout or delivery, can reduce conversion rates and increase cart abandonment. What used to be a seamless cross-border purchase may become more complex and less predictable for consumers.

Operational Pressure Is Increasing

At the same time, operational expectations are rising. Every shipment will require accurate and complete customs data, including product classification, origin, and declared value. As all goods fall under full customs procedures, enforcement is expected to become stricter.

For many brands, this means moving away from simplified processes and investing in more structured compliance systems. As previously highlighted in WORLDEF’s coverage of global e-commerce regulation shifts, cross-border trade is becoming increasingly defined by compliance, transparency, and operational precision rather than speed alone.

How Brands Are Preparing for 2026

With the 2026 deadline approaching, brands are starting to rethink their strategies. Pricing models need to be recalculated to reflect new duty structures. Shipping approaches, particularly the balance between delivering duties paid upfront or passing costs to the customer, are becoming more critical.

Product strategies are also under review. Some low-value items may no longer be commercially viable under the new conditions, pushing brands to reassess their assortments. At the same time, interest in EU-based fulfillment is growing, as local distribution offers a way to reduce friction and maintain delivery performance.

The removal of de minimis is part of a wider global shift. As international e-commerce continues to scale, governments are moving toward more controlled and transparent systems. Duty-free thresholds are gradually disappearing, replaced by frameworks designed to manage volume, ensure compliance, and protect local markets.

The change is coming fast. For UK brands, adapting early will not just reduce risk, it will define their ability to compete in a more structured and cost-sensitive e-commerce environment.

Source: GFS Deliver

EU Inc.: 5 Major Changes Set to Boost Startup Scaling in Europe

EU Inc. startup scaling in Europe visual showing digital growth and connected ecosystem

The European Union is preparing a major transformation in its startup ecosystem with the introduction of EU Inc., a new framework designed to make it significantly easier for companies to scale across the region.

For years, European founders have faced a structural disadvantage compared to their counterparts in the United States. While the U.S. operates under a single legal and regulatory system, startups in Europe must navigate 27 different national frameworks, each with its own rules on incorporation, taxation, and compliance.

EU Inc. aims to solve this fragmentation by introducing a unified, optional system that allows startups to operate more seamlessly across the EU single market.

Tackling Europe’s Fragmentation Problem

One of the biggest barriers to startup growth in Europe has been regulatory complexity. Expanding beyond a home country often means rebuilding legal structures, adapting to new compliance systems, and managing multiple jurisdictions at once.

The EU Inc. initiative introduces what policymakers describe as a “28th regime” — an additional, standardized corporate framework that companies can choose instead of relying solely on national systems.

This model is designed to reduce administrative friction and create a more consistent environment for scaling businesses across borders.

Faster and Simpler Company Formation

A key feature of EU Inc. is its digital-first approach to company creation and management. Startups would be able to register and begin operating through a fully online process, significantly reducing both time and costs.

According to recent proposals, businesses could be established in as little as 48 hours, a move aimed at bringing Europe closer to the efficiency of markets like the United States.

The system would also introduce more standardized procedures for areas such as employee stock options and insolvency rules, helping startups attract investment and scale more efficiently.

Closing the Global Competitiveness Gap

Despite strong innovation and early-stage startup activity, Europe continues to lag behind global leaders when it comes to scaling companies.

Data shows that while startup creation rates in Europe are comparable to the U.S., the region produces significantly fewer high-value companies. By early 2025, the EU had around 110 unicorns, compared to hundreds in the United States and China.

This gap is largely driven by structural challenges, including fragmented markets, limited access to late-stage funding, and regulatory complexity. As a result, many European startups choose to relocate or expand abroad to access better growth opportunities.

EU Inc. is designed to reverse this trend by making it easier for companies to remain and scale within Europe.

Supporting Investment and Talent Growth

The EU Inc. initiative is part of a broader strategy to strengthen Europe’s startup ecosystem. Alongside regulatory simplification, policymakers are working to improve access to capital, attract global talent, and enhance infrastructure for innovation.

The EU Startup and Scaleup Strategy focuses on creating a more supportive environment for high-growth companies by improving financing options, enabling faster market expansion, and building stronger innovation networks.

Together, these efforts aim to position Europe as a more competitive destination for startups and scale-ups.

Limitations and Ongoing Challenges

While EU Inc. represents a major step forward, it is not a complete solution. Companies operating under the new framework will still need to comply with national rules related to taxation, labor laws, and other local regulations.

Experts also note that simplifying legal structures alone may not fully address deeper challenges such as operational complexity, leadership, and cross-border team management.

Nevertheless, EU Inc. is widely seen as a critical foundation for improving Europe’s ability to scale innovative businesses.

A Turning Point for Europe’s Startup Ecosystem

The introduction of EU Inc. signals a clear shift in Europe’s approach to entrepreneurship and innovation. By reducing fragmentation and streamlining business operations, the EU is taking a significant step toward building a more integrated and globally competitive startup ecosystem.

If successfully implemented, the initiative could help Europe retain more high-growth companies, attract international investment, and close the gap with global innovation leaders.

Source: European Business Magazine, European Commission, Reuters

EU E-Commerce: 35% of Consumers Face Problems When Shopping Online

E-commerce across the European Union continues to expand, but a growing number of consumers are encountering problems while shopping online. According to new data released by Eurostat, more than a third of online shoppers in the European Union reported encountering problems when buying products or services through websites or mobile apps.

The findings highlight ongoing challenges in the digital retail experience even as e-commerce adoption across the region continues to rise.

Online Shopping Issues Affect Over One-Third of EU Consumers

Eurostat’s latest survey on the use of information and communication technologies shows that 35.4% of online shoppers in the EU experienced at least one problem when purchasing online in 2025.

The study analyzed consumer experiences across member states and revealed considerable variation between countries. The highest shares of shoppers reporting issues were recorded in Malta, where 64% of consumers encountered problems while shopping online. The Netherlands followed with 57.9%, while Luxembourg reported 51.4%.

In contrast, several EU countries showed far lower rates of customer difficulties. Portugal recorded the lowest share, with only 4.5% of online buyers reporting problems. Greece and Latvia also saw relatively low levels of consumer complaints at 10.6% and 13.3%, respectively.

The wide differences suggest that infrastructure, logistics performance, platform quality and consumer protection mechanisms may vary significantly across national e-commerce ecosystems.

Delivery Delays Remain the Most Common Complaint

Among the various problems identified in the survey, late delivery was the most frequently reported issue. Nearly one in five EU online shoppers (19.9%) said their orders arrived later than expected.

Logistics delays can occur for several reasons, including cross-border shipping complexities, warehouse processing times and disruptions in supply chains. As e-commerce volumes increase, delivery performance has become one of the most critical factors influencing customer satisfaction.

The second most common issue was related to website usability. Around 11.5% of shoppers reported that websites or apps were difficult to use or did not function properly during the purchasing process.

Meanwhile, 10.4% of consumers reported receiving incorrect or damaged goods or services after completing their orders.

These findings highlight the importance of not only reliable logistics networks but also well-designed digital shopping interfaces.

E-Commerce Continues to Grow Across Europe

Despite these challenges, online shopping remains a dominant retail channel in Europe. Eurostat data shows that 78% of EU internet users purchased goods or services online in 2025, reflecting the continued expansion of digital commerce across the region.

The highest participation rates are typically seen among younger age groups, particularly consumers aged 25–34 and 35–44, who represent the largest share of online buyers in the EU.

Industry analysts note that while consumer adoption is strong, improving the overall reliability of delivery services and platform performance will be key to sustaining growth in Europe’s e-commerce market.

For retailers and marketplaces operating in the region, addressing logistics efficiency, improving user experience and strengthening product quality controls could play a crucial role in reducing customer complaints and building long-term consumer trust.

Source: Eurostat