Statistics are boring? Hell no! They can be very interesting, if you are interested in the ecommerce industry that is. Check out this category to see some stunning numbers and data about the ecommerce industry in different European countries or about a certain company.
Customs authorities and other enforcement agencies in the EU intercepted a record 196 million suspected counterfeit items last year, with a total estimated value of 6.3 billion euros. That is 67 percent more than in 2024.
In 2025, more than 16 percent of Austrian consumer spending in retail was generated online. A year earlier, the online share of consumer retail spending came to 14.9 percent. This brings the market volume of ecommerce in the country in 2025 to approximately 12.4 billion euros.
The 100 biggest marketplaces that are active in Europe are expected to generate a gross merchandise volume (GMV) of 175.8 billion euros. And 79.5 percent of that is generated by cross-border sales. The cross-border market share is expected to increase.
German sales for Shein, Temu and AliExpress have dropped 35.5 percent in the third quarter, compared to that same period in 2025. The total sales came to 566 million euros. As a result, the market share has fallen to 3.1 percent. A quarter earlier, their share was still 5.3 percent.
Online sales in Sweden in the second quarter have increased 8 percent compared to the same period last year. All online sectors showed growth. It remains to be seen if this trend will continue the rest of the year.
Including its marketplace, Amazon has a 63 percent share of Germany’s online retail market. Almost all German online shoppers buy from Amazon, which also has a major impact on physical retail. The company directly or indirectly influences 41 percent of German spending in the product categories studied.
TikTok Shop generates far more sales in the United Kingdom than in other European countries. This year, the platform’s gross merchandise value (GMV) in its pioneering European market is expected to rise to almost 5 billion euros.
Nine out of ten euros of online spending that left the European Union in 2025 went to Temu, Shein and AliExpress. In that year, 49.7 billion euros were spent on those platforms. In total, Europeans spent 55.1 billion euros abroad on physical goods. This comes down to 13.1 percent of the total online spending by consumers in EU-countries.
Growth in online consumer spending in Europe is slowing down. For the current year, Ecommerce Europe and EuroCommerce expect growth of 5 percent in nominal terms. The growth engine in Eastern Europe is grinding to a halt.
Sellers no longer primarily measure their success on marketplaces by sales volumes, but by the returns they generate. Profit margin has overtaken net sales as the top success metric, while almost half of sellers (49 percent) added two or three new marketplaces over the past year.
Temu has broken into the top 10 online retailers in almost every European country. In four countries, the platform owned by China’s PDD Holdings even ranks first, according to ECDB, based on its 2025 data. Worth noting that none of these countries has a local Amazon storefront or a major domestic marketplace.
One in three (34 percent) European small businesses selling on Temu said that they have started selling in new markets after joining the platform. And 50 percent said that they have added production capacity, hired additional staff or both.
Chinese ecommerce platforms such as AliExpress, Banggood, Shein, and Temu are more popular than average in Southern Europe, according to research by the European Central Bank (ECB). Shoppers are attracted by low prices and a wide product range.
Online retail in Switzerland has increased in turnover in the first half of 2026. At the end of June, there was a cumulative growth of more than 11 percent. Overall, the Swiss total retail trade has increased 2.6 percent compared to last year.
Online retail sales are rising sharply in the United Kingdom. According to the country's Office for National Statistics (ONS), online retail sales values were 11.7 percent higher in the second quarter than a year earlier. In June alone, they increased by 14.4 percent year-on-year. The online share of retail sales reached its highest level since April 2021.