Ecommerce Overview of Europe

Introduction to Europe



The region of Europe encompasses some of the biggest economies in the world, and is at the forefront of technological innovation in many areas. With the economic downturn now moving into the distance, unemployment has started to decrease across the regions of Europe. Therefore it comes as no surprise that ecommerce is booming in this region.



Ecommerce Infrastucture Data




European Ecommerce Market Figures


When looking at the level of online shopping penetration in Europe, the rates vary greatly. In 2017 B2C turnover is estimated to be 544 billion euros, with a strong growth rate of 13%. Of the various regions, Western Europe contributes the lion’s share to this amount. At the heart of ecommerce in Europe, the UK reigns supreme with a sizable lead in B2C turnover in comparison to other nations. However when it comes to ecommerce growth, smaller regions such as Southern and Eastern Europe are on the rise, with Romania having the highest ecommerce growth rate in 2017. And it should come as no surprise that Amazon is the largest marketplace in the region.



When it comes to consumers in the European region, clothes and sports goods still represent the most popular online purchasing category. However there are still challenges ahead when it comes to ecommerce. One of the largest barriers for consumers is the speed of delivery when it comes to their ecommerce experience.



Consumer Behaviour


No consumer is alike, and the same rule applies for consumer behaviour regarding ecommerce. Economic, cultural and infrastructural issues can all have a part to play in how consumers choose to buy online and in what way. Below are some examples taken from our latest European Ecommerce Report, and demonstrates the multiple factors that need to be taken into account with this region.




Ecommerce & Retail Associations


Ecommerce Europe




Ecommerce Europe is the voice of the European digital commerce sector. Through its 20 national e-commerce associations, Ecommerce Europe represents more than 75,000 companies selling goods and services online to consumers in Europe.






EuroCommerce is the voice for six million retail, wholesale, and other trading companies. Their members include national commerce federations in 31 countries, Europe’s 27 leading retail and wholesale companies, and federations representing specific sectors of commerce.


Retailers on Stage

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Ecommerce Foundation Contributions: 173


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    Ecommerce Foundation
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    Ecommerce Foundation, Safe.Shop
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