European E-commerce Report 2025

As the European voice for the retail and wholesale sector, we are pleased to introduce the 2025 edition of the European E-commerce Report. This year’s report offers a comprehensive overview of the evolving digital commerce landscape across 38 European countries, with a particular focus on the EU-27. It arrives at a pivotal moment for our sector, as Europe continues to navigate the twin transitions of digitalisation and sustainability amidst escalating geopolitical and economic pressures.

The data presented in this report reveals a dynamic and diverse picture. While overall B2C e-commerce turnover in Europe grew by 7% in 2024, regional disparities remain stark. Eastern Europe led with an impressive 18% growth, while Western Europe lagged behind at 6%†. Countries such as Bosnia and Herzegovina and Ukraine have shown remarkable growth, reflecting both recovery and improved data coverage.

Despite these positive developments, consumer sentiment remains subdued. Affordability concerns, inflationary pressures, and economic uncertainty are reshaping purchasing behaviour. Consumers are increasingly turning to second-hand and refurbished goods and comparing prices across borders. This trend underscores the importance of maintaining trust, transparency, and fairness in the digital marketplace.