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Ecommerce in Europe

Information about ecommerce in EuropeThe ecommerce industry in Europe consists of three major markets, upcoming countries and thriving startup scenes. But it’s difficult to see the European ecommerce industry as one, as it consists of several regions that all play their own role. Let´s have a look at ecommerce in Europe.

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EUROPE
Population 743.1 million people
– % internet users (EU) 85%
Online sales €621 billion (2019)
Online stores worth mentioning: Otto, Tesco, CDiscount, Bol.com, Zalando, H&M

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Ecommerce customers in Europe

A Mastercard survey from 2017 shows that one in four Europeans who have internet access have shopped online at least once a week, while over 60 percent shopped online once a month and 6 percent even bought products or services via the internet every day. You can read more about online consumer behavior in Europe on our dedicated page.

Cards account for the largest share of business-to-consumer ecommerce transactions in Europe, as research from yStats.com shows. Digital wallets are second best. In the UK, credit cards are very popular: about four in ten online transactions are paid this way. Debit cards account for 35 percent of all online transactions, while PayPal is the country’s third most used online payment method. Germans like to pay with invoice, while French consumers use debit card Carte-Blue, MasterCard, American Express and PayPal. In the Benelux, iDeal (the Netherlands) and Bancontact (Belgium) are very popular. For more common payment methods in Europe, check out our overview of the most popular online payment methods in Europe.

The ecommerce market in Europe

Data from 2014 shows that in the UK, Germany, France, the Benelux, the Nordics, Spain, Italy and Poland clothing and footwear are amongst the most popular product categories, just like home electronics and books.

Popular product categories in Europe 2014

Ecommerce sales in Europe grew to 621 billion euros in 2019. Most of the online turnover is still being generated in Western Europe, which accounts for approximately 66 percent of total European online retail turnover. Southern Europe, Northern Europe, Central Europe and Eastern Europe show a much lower share of European ecommerce with 14, 9, 6 and 4 percent respectively.

Ecommerce turnover in Europe, from 2013 to 2019.
Ecommerce turnover in Europe, from 2013 to 2019.

As the Centre for Retail Research has found out, apart from the UK and Germany, market shares are comparatively low in many European countries. In 2016, the average online share of the European countries surveyed was 8 percent, while it’s expected to reach 8.8 percent in 2017. Countries where the ecommerce industry accounts for a fair share of total retail sales are the UK (17.8 percent forecast for 2017), Germany (15.1 percent) and France (10 percent). Not surprisingly, these are the biggest ecommerce countries in Europe. Other countries with high market shares are Sweden and the Netherlands.

Source: Centre for Retail Research

Big online stores in Europe

Of course, major American retailers have their influence on local ecommerce industries in Europe. As a matter of fact, Amazon was the most-visited online marketplace in Europe in 2018. But that’s not to say Europe doesn’t have its own ‘Amazons’. In Internet Retailer’s top 10 list of biggest online retailers in Europe, Amazon, Staples and Apple are the only American retailers. The list also contains Otto (Germany), Tesco (UK), Groupe Casino (France), Shop Direct Group, Home Retail Group (both UK), Zalando (Germany) and John Lewis (UK). And then there’s this list of top 10 online stores in Europe, which features Amazon (on 7th place) as the only non-European player in that list.

Latest news about Europe

Ccinsight shows Covid-19’s impact on ecommerce

A new project, called Covid-19 Commerce Insight, shows the impact coronavirus Covid-19 has on ecommerce in Europe and the rest of the world. Every day, the tool shows new data at a global and regional level in multiple sectors.

EU ecommerce associations: Covid-19 leads to less revenue

The outbreak of the coronavirus (Covid-19) has a significant impact on ecommerce in Europe. Most national ecommerce associations think that it will lead to a decline in sales and a release of staff.

Amazon closes Fulfillment by Amazon for most

Amazon has suspended most inbound shipments for its Fulfillment by Amazon service in Europe. The ecommerce giant wants to prioritize items such as medical supplies, as there is now a bigger need for these kinds of products due to the coronavirus (COVID-19).

EU wants goods to be more durable and repairable

The European Commission has adopted a new plan, which focuses on the design and production for a circular economy. The Commission wants to transform the way products in the EU are made. It wants them recyclable, repairable and designed to last longer.

Postponed ecommerce events

COVID-19, also known as the Coronavirus, is dominating the headlines all over the world. This has led to the postponing and cancellation of several ecommerce events in Europe. Here you can find which ones you can and cannot visit for now.

Read all our articles about ecommerce in Europe.

Last update: June 2019