In 2025, the digital future of European e-commerce is characterized by robust growth, evolving consumer behavior, and distinct regional disparities. The following is an in-depth analysis of its trends and regional insights:
Market Trends
Substantial Growth in Market Size: According to Statista, the total revenue of the European e-commerce market is expected to reach $707.9 billion in 2025, and the market size will exceed $1.38 trillion. It is projected to surge to $811.8 billion by 2029, with a compound annual growth rate (CAGR) of 8.91%.
Flourishing Cross-Border E-commerce: Cross-border sales have become a pivotal driver of e-commerce growth in Europe. In certain regions, international orders account for 30% of total online sales. The European Cross-Border E-commerce Association's "Top 100 European Cross-Border E-commerce Platforms" report indicates that the European cross-border e-commerce market size reached 326 billion euros in 2024, with 225 billion euros coming from online platforms, accounting for 69%.
Rapid Development of Omnichannel Strategies: The adoption of omnichannel strategies is one of the key factors driving the growth of European e-commerce. Consumers expect a seamless shopping experience across various channels, such as online stores, mobile apps, and physical stores.
Consumer Behavior Trends
High Penetration of Online Shopping: In 2024, 94% of EU residents aged 16-74 used the internet, and 77% made at least one online purchase. The age groups of 25-34 (89%) and 35-44 (86%) are the most active online shoppers, with a relatively even gender split. Online shoppers are predominantly young, educated, professionally active, and urban residents.
Stringent Requirements for Logistics Services: European consumers have very high demands for delivery timeliness, generally expecting goods to be delivered within 3.1 days, with a maximum acceptable waiting time of 4.4 days. 79% of consumers state that the quality of delivery services directly affects their repurchase decisions. In addition, consumers also have diverse requirements for pickup options and expect convenient return services.
Regional Insights
Western Europe: It is the most developed region in European e-commerce. Countries such as Ireland (96%), the Netherlands (94%), and Denmark (91%) have the highest online shopping rates. In 2025, Germany's e-commerce sales will reach 92.4 billion euros, with a year-on-year growth of 4%, and the online penetration rate of fashion and consumer electronics categories is as high as 43%.
Southern Europe: Driven by mobile commerce, countries such as Italy, Spain, and Portugal are experiencing rapid growth. In Italy, online retail accounts for 12% of the retail market and is expected to rise to 17% by 2028, with a market size growing from 39.6 billion dollars in 2024 to 53.8 billion dollars in 2028, with a CAGR of 8%.
Eastern Europe: It is regarded as the dark horse in European e-commerce. For example, Romania's online shopping rate increased from 17% in 2014 to 60% in 2024. Central and Eastern European countries such as Poland, the Czech Republic, and Hungary are emerging as dark horses, with a market growth rate of 15%-20%.