Total B2C e-commerce sales in Europe are expected to grow by 8% to reach €958 billion ($1.2 trillion) in 2024, up from €887 billion in 2023. This is according to the “European E-Commerce Report 2024” (PDF) From Ecommerce Europe, an association representing 150,000 companies selling consumer goods and services online in continental Europe.
The report covers 38 countries and includes: Data and trends Internet penetration, e-shoppers, and the situation surrounding B2C e-commerce sales. Data for this report comes from direct collaboration, interviews and surveys with national e-commerce associations across the continent.
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Data shows that in 2023, 71% of European internet users will shop online, which is expected to rise slightly to 72% in 2024.
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Furthermore, the Netherlands has the highest proportion of Internet users who purchase online (92%), followed by Norway (91%) and Denmark (89%).
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Additionally, the report examines data from 27 EU countries. member countries: Austria, Belgium, Bulgaria, Croatia, Cyprus, Czech Republic, Denmark, Estonia, Finland, France, Germany, Greece, Hungary, Ireland, Italy, Latvia, Lithuania, Luxembourg, Malta, Netherlands, Poland, Portugal, Romania, Slovakia, Slovenia , Spain and Sweden.
According to the data, the most popular category for EU internet shoppers in 2023 was ‘Clothing, shoes and accessories’ (70%), followed by ‘Multimedia: music, movies, books and games’ (48%) .
