European E-Commerce Market Reaches €911 Billion

The European e-commerce market continued to grow in 2025, reaching a volume of €911 billion. According to the European E-commerce Report 2026, published by Ecommerce Europe and EuroCommerce, B2C e-commerce turnover increased by 7 percent from €842 billion in 2024. Inflation-adjusted real growth stood at 4 percent.

European E-Commerce Market to Grow by 5 Percent in 2026

According to the report, which covers 38 European countries, the growth rate is expected to slow in 2026. European e-commerce turnover is projected to increase by 5 percent in nominal terms to €961 billion, while inflation-adjusted real growth is expected to stand at 3 percent.

There are significant differences in regional data. Western Europe, which accounts for 57 percent of total turnover, recorded the lowest nominal growth in 2025 at 5 percent. Northern Europe grew by 6 percent and Central Europe by 8 percent, while Southern Europe recorded growth of 11 percent and Eastern Europe 14 percent. In Eastern Europe, nominal growth is expected to slow to 5 percent in 2026, while real spending is projected to decline by 1 percent due to high inflation.

Share of Online Shoppers Rises to 75 Percent

Growth also continued on the consumer side of the European e-commerce ecosystem. The share of people aged 16 to 74 who purchased goods or services online increased from 73 percent in 2024 to 75 percent in 2025. The rate was recorded at 85 percent in Northern Europe, 84 percent in Western Europe, 74 percent in Central Europe, 63 percent in Southern Europe, and 60 percent in Eastern Europe.

Artificial Intelligence and New Payment Technologies Are Becoming More Widespread in Retail

The report stated that the use of artificial intelligence is increasing among businesses and consumers, while new payment solutions are accelerating checkout processes. Second-hand products, sustainable processes, circular business models, delivery points, and parcel tracking systems are also becoming more widespread across the European e-commerce and retail sectors.

E-Commerce Sector Calls on the EU for Regulatory Action

Ecommerce Europe Secretary General Luca Cassetti stated that the sector continued to grow despite challenging conditions, but that companies need a regulatory environment that supports competitiveness and reduces administrative burdens.

EuroCommerce Director General Christel Delberghe, meanwhile, stated that the €911 billion market demonstrates that e-commerce has become an integral part of European retail and wholesale trade. The organizations also called for the consistent enforcement of customs, product safety, and environmental rules for both EU-based and non-EU sellers.