Industry Statistics and Trends
E-Commerce in Europe key trends
Inflation drives e-commerce revenue growth.
Sky-high inflation is more than offsetting dropping sales volumes to drive revenue growth in the European E-commerce industry.
Omnichannel retail will be a key growth driver.
Brick-and-mortar stores are entering the e-commerce industry to offer their customers an omnichannel retail experience.
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E-Commerce in Europe
Industry Revenue
Total value and annual change from 2011-2029. Includes 5-year outlook.
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E-Commerce in Europe market size (2019-2024)
Industry revenue has grown at a CAGR of 2.9 % over the past five years, to reach an estimated €324.9bn in 2024.
Trends and Insights
E-shopping levels vary substantially between European regions
- Western European countries (think UK, Ireland, France, Netherlands, Belgium, Germany and Luxembourg) account for over 67% of e-commerce turnover in Europe, according to EuroCommerce and Ecommerce Europe. The UK are the biggest online shoppers, with 95% of the population purchasing something online in 2022.
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E-Commerce in Europe outlook (2024-2029)
Market size is projected to grow over the next five years.
The EU’s Packaging and Packaging Waste Regulation (PPWR) will significantly alter the landscape
- The EU is likely to implement its new PPWR (or a close variation) before June 2024. The regulation will encompass several measures, including making all packaging recyclable by 2030, requiring rising levels of recycled content in plastic packaging and targeting a 15% reduction per capita in packaging waste by 2040, compared to a 2018 baseline.
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Revenue
€324.9bn
Employees
929k
Wages
€XX.Xbn
European Leaders & Laggards
Top 5 Countries
- Bosnia & Herzegovina +19.3%
- Cyprus +16.0%
- Iceland +13.4%
- Finland +10.9%
- Romania +10.3%
Bottom 5 Countries
- Bulgaria -5.4%
- Slovakia -4.8%
- Belgium -4.2%
- Czechia -1.7%
- United Kingdom -0.3%
* CAGR values are for the years 2019-2024.
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Biggest companies in the E-Commerce in Europe
| Company | Market Share (%)
2024 | Revenue (€m)
2024 | Profit (€m)
2024 | Profit Margin (%)
2024 |
|---|---|---|---|---|
Amazon.com Inc | 623,835.7 | 14,972.1 | 2.4 | |
Otto GmbH & Co KG | 19,662.4 | 98.3 | 0.5 | |
Zalando SE | 12,417.7 | 62.1 | 0.5 |
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E-Commerce in Europe
Products & Services Segmentation
Industry revenue broken down by key product and services lines.
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Top Questions Answered in this Report
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What is the market size of the E-Commerce industry in Europe in 2024?
The market size of the E-Commerce industry in Europe is €324.9bn in 2024.
How many businesses are there in the E-Commerce in Europe industry in 2024?
There are 461k businesses in the E-Commerce industry in Europe, which has grown at a CAGR of 5.6 % between 2019 and 2024.
Has the E-Commerce industry in Europe grown or declined over the past 5 years?
The market size of the E-Commerce industry in Europe has been growing at a CAGR of 2.9 % between 2019 and 2024.
What is the forecast growth of the E-Commerce industry in Europe over the next 5 years?
Over the next five years, the E-Commerce industry in Europe is expected to grow.
What does the E-Commerce in Europe include?
Groceries and Furniture, home décor and household appliances are part of the E-Commerce industry.
Which countries have the most businesses in the E-Commerce industry in Europe?
The European country with the most businesses in the E-Commerce industry is Netherlands.
How competitive is the E-Commerce industry in Europe?
The level of competition is moderate and increasing in the E-Commerce industry in Europe.
Related Industries
This industry is covered in 37 countries
- E-Commerce in Austria
- E-Commerce in France
- E-Commerce in Lithuania
- E-Commerce in the Netherlands
- E-Commerce in Estonia
- E-Commerce in Slovenia
- E-Commerce in Iceland
- E-Commerce in Europe
- E-Commerce in Greece
- E-Commerce in Romania
- E-Commerce in Norway
- E-Commerce in Italy
- E-Commerce in Sweden
- E-Commerce in Poland
- E-Commerce in Cyprus
- E-Commerce in Latvia
- E-Commerce in Luxembourg
- E-Commerce in Russia
- E-Commerce in Slovakia
- E-Commerce in Hungary
- E-Commerce in Denmark
- E-Commerce in Turkey
- E-Commerce in Malta
- E-Commerce in Bosnia & Herzegovina
- E-Commerce in Spain
- E-Commerce in Portugal
- E-Commerce in Serbia
- E-Commerce in Belgium
- E-Commerce in Czechia
- E-Commerce in Finland
- E-Commerce in Croatia
- E-Commerce in Bulgaria
Table of Contents
About this industry
Industry definition
Companies in this industry retail a wide variety of products via the internet, mail order, TV and phone. Online auction sites are included, but the sale of motor vehicles and associated parts is not covered.
Related Terms
OMNICHANNEL RETAILBIG DATAE-TAILERWhat's included in this industry?
Groceries Furniture, home décor and household appliances Clothing, accessories, footwear and lifestyle products Electronic devices and other media Toys, hobby-related products and DIY OtherCompanies
Amazon.com IncOtto GmbH & Co KGZalando SEIndustry Code
4791 - Retail sale via mail order houses or via Internet in Europe
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Performance
Key Takeaways
E-shopping levels vary substantially between European regions
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Revenue Highlights
Trends
- Revenue
- 2024 Revenue Growth
- Revenue Volatility
Employment Highlights
Trends
- Employees
- Employees per Business
- Revenue per Employee
Business Highlights
Trends
- Businesses
- Employees per Business
- Revenue per Business
Profit Highlights
Trends
- Total Profit
- Profit Margin
- Profit per Business
Current Performance
Charts
- Revenue in the E-Commerce in Europe industry (2011 -2029)
- Employees in the E-Commerce in Europe industry (2011 -2029)
- Business in the E-Commerce in Europe industry (2011 -2029)
- Profit in the E-Commerce in Europe industry (2011 -2029)
Analysis
What's driving current industry performance in the E-Commerce in Europe industry?
Outlook
Analysis
What's driving the E-Commerce in Europe industry outlook?
Volatility
Analysis
What influences volatility in the E-Commerce in Europe industry?
Charts
- Industry Volatility vs. Revenue Growth Matrix
Life Cycle
Analysis
What determines the industry life cycle stage in the E-Commerce in Europe industry?
Charts
- Industry Life Cycle Matrix
Products and Markets
Highlights
Trends
- Largest Market
- Product Innovation
Key Takeaways
Sustainable and smart products are sought after. E-tailers are tapping into the rapidly growing market for sustainably made and smart products.
Products and Services
Charts
- Products and Services Segmentation
Analysis
How are the E-Commerce in Europe industry's products and services performing?
Analysis
What are innovations in the E-Commerce in Europe industry's products and services?
Major Markets
Charts
- Major Market Segmentation
Analysis
What influences demand in the E-Commerce in Europe industry?
International Trade
Highlights
- Largest Importer
- Smallest Importer
- Total Imports into Europe
- Largest Exporter
- Smallest Exporter
- Total Exports into Europe
Heat maps
- Industry Concentration of Imports by Country
- Industry Concentration of Exports by Country
Data Tables
Value and annual change (%) included
- Number of Imports and Exports by European Country (2024)
Geographic Breakdown
Business Locations
Heat maps
- Share of Total Industry Revenue by Region (2024)
- Share of Total Industry Enterprises by Region (2024)
- Share of Total Industry Employment by Region (2024)
- Share of Total Industry Wages by Region (2024)
Industry Geographic Breakdown
Data Tables
Values and annual change provided for 37 European countries:
- Revenue (2024)
- IVA (2024)
- Enterprises (2024)
- Employment (2024)
- Exports (2024)
- Imports (2024)
Competitive Forces
Highlights
Trends
- Concentration
- Competition
- Barriers to Entry
- Substitutes
- Buyer Power
- Supplier Power
Key Takeaways
A handful of players dominate the scene. International giant, Amazon, leads the way but there are several players that dominate regional markets, like Zalando and Otto.
Supply Chain
Charts
Buyer and supply industries
Companies
Market Share
Charts
- Industry Market Share by Company (2019-2024)
Companies
Data Tables
Top 10 companies by market share:
- Market share (2024)
- Revenue (2024)
- Profit (2024)
- Profit Margin (2024)
Data Tables
- Countries of operation for Amazon.com Inc
- Countries of operation for Otto GmbH & Co KG
- Countries of operation for Zalando SE
- Countries of operation for Koninklijke Ahold Delhaize NV
- Countries of operation for Cdiscount SA
- Countries of operation for ASOS plc
- Countries of operation for eBay Inc
- Countries of operation for Allegro.eu SA Group
- Countries of operation for Boohoo Group plc
- Countries of operation for Etsy Inc
External Environment
Highlights
Trends
- Regulation & Policy
- Assistance
Key Takeaways
Waste and data regulations are increasingly stringent. In the EU and other countries like the UK, governments are (or are planning on) implementing stricter regulations relating to single-use plastics and how data is used.
External Drivers
Analysis
What demographic and macroeconomic factors impact the E-Commerce in Europe industry?
Financial Benchmarks
Highlights
Trends
- Profit Margin
- Average Wage
- Largest Cost
Key Takeaways
Profitability is boosted by low overhead costs. Online stores benefit from savings related to not having a bricks-and-mortar, allowing them to allocate a larger portion of revenue generated for profit.
Cost Structure
Charts
- Share of Economy vs. Investment Matrix
-
Industry Cost Structure Benchmarks:
- Marketing
- Depreciation
- Profit
- Purchases
- Wages
- Rent
- Utilities
- Other
Analysis
What trends impact cost in the E-Commerce in Europe industry?
Key Ratios
Data tables
- IVA/Revenue (2014-2029)
- Imports/Demand (2014-2029)
- Exports/Revenue (2014-2029)
- Revenue per Employee (2014-2029)
- Wages/Revenue (2014-2029)
- Employees per Establishment (2014-2029)
- Average Wage (2014-2029)
Country Benchmarks
European Leaders & Laggards
Data Tables
Top and boottom five countries listed for each:
- Revenue Growth (2024)
- Business Growth (2024)
- Job Growth (2024)
European Country Performance
Data Tables
Rankings available for 37 countries. Statistics ranked include:
- IVA/Revenue (2024)
- Imports/Demand (2024)
- Exports/Revenue (2024)
- Revenue per Employee (2024)
- Wages/Revenue (2024)
- Employees per Establishment (2024)
- Average Wage (2024)
Structural Comparison
Data Tables
Trends in 37 countries benchmarked against trends in Europe
- Concentration
- Competition
- Barriers to Entry
- Buyer Power
- Supplier Power
- Volatility
- Capital Intensity
- Innovation
- Life Cycle
Key Statistics
Industry Data
Data Tables
Including values and annual change:
- Revenue (2014-2029)
- IVA (2014-2029)
- Establishments (2014-2029)
- Enterprises (2014-2029)
- Employment (2014-2029)
- Exports (2014-2029)
- Imports (2014-2029)
- Wages (2014-2029)
Methodology
Where does IBISWorld source its data?
IBISWorld is a world-leading provider of business information, with reports on 5,000+ industries in Australia, New Zealand, North America, Europe and China. Our expert industry analysts start with official, verified and publicly available sources of data to build an accurate picture of each industry.
Each industry report incorporates data and research from government databases, industry-specific sources, industry contacts, and IBISWorld's proprietary database of statistics and analysis to provide balanced, independent and accurate insights.
IBISWorld prides itself on being a trusted, independent source of data, with over 50 years of experience building and maintaining rich datasets and forecasting tools.
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