Online consumer spending in Europe grew by 7 percent last year, reaching 819 billion euros. For this year, industry associations Ecommerce Europe and EuroCommerce expect another 7 percent growth. Online spending is growing particularly strongly in Eastern Europe.
The European E-commerce Report 2025 inventories and analyzes online sales in 38 different countries, including those outside the EU. The figures and forecasts show that ecommerce in Europe is growing well and steadily.
Inflation adjustment
The reported 7 percent growth rate was driven by inflation. Real growth last year amounted to 4 percent, according to the researchers, a percentage also expected for the current year.
‘4 percent real growth for 2024 and 2025’
This means that ecommerce is performing better than in 2023, when real online spending grew by only 1 percent in the surveyed markets. A year earlier, in the post-COVID year 2022, real spending actually fell by 3 percent:
Regional differences
Online consumer spending grew the fastest in Eastern Europe, with 18 percent nominal growth (10 percent real growth), followed by Southern Europe with 9 percent nominal growth (7 percent in real terms). Central Europe follows with 8 percent growth (5 percent real increase), Northern Europe with 7 percent growth (4 percent real), and finally Western Europe. In the continent’s largest ecommerce region, online consumer spending rose by 5 percent last year (3 percent when adjusted for inflation).
Growth is strongest in Eastern and Southern Europe
In Eastern and Southern Europe, so-called online shopper penetration is still the lowest, at 57 and 61 percent respectively. On average, 73 percent of the European population aged 16–74 made online purchases last year.
Inclusion criteria
It is worth noting that the inclusion criteria in the European E-commerce Report 2025 differ from those in previous years. For example, this year only product sales in the United Kingdom are counted, whereas last year services were also included. “It is important to note that each country applies its own methodology”, write Ecommerce Europe and EuroCommerce. The extent to which services are included in B2C ecommerce turnover figures varies widely. “As a result, direct comparisons between countries should be approached with caution.”
The same applies to comparisons with figures from earlier reports. Within the 2025 report, consistent definitions and metrics have been applied, providing a reliable picture of developments in European ecommerce.
Innovation and adaptation
On the state of ecommerce, the industry associations conclude that the sector “continues to innovate and adapt”, but it also faces complex challenges linked to compliance, global competition, consumer trust, and sustainability. “Continued dialogue between industry, national governments, and EU institutions will be essential to ensure that digital commerce in Europe remains fair, resilient, and competitive.”
‘Continued dialogue is essential’
Ecommerce Europe and EuroCommerce particularly stress “complex regulations and uneven or poor enforcement of EU rules”, leading to an unlevel playing field between EU-based and non-EU-based businesses, according to the report’s authors.