Industry Statistics and Trends
E-Commerce in Europe key trends
Inflation props up online retailers’ revenue.
Sky-high inflation has more than offsetting falling sales volumes, driving revenue growth for e-tailers.
E-commerce companies use generative AI to improve the customer experience.
The Witt Group, part of the Otto family, uses AI to turn raw product data into rich, search-friendly descriptions, especially for niche groups like fashion shoppers over 50.
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E-Commerce in Europe
Industry Revenue
Total value and annual change from 2012-2030. Includes 5-year outlook.
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E-Commerce in Europe market size (2020-2025)
Industry revenue has grown at a CAGR of 4.0 % over the past five years, to reach an estimated €353.5bn in 2025.
Trends and Insights
E-shopping levels vary substantially between European regions
- Western European countries (think UK, Ireland, France, Netherlands, Belgium, Germany and Luxembourg) accounted for 64% of e-commerce turnover in Europe in 2023, according to EuroCommerce and Ecommerce Europe. Norway was the second biggest online shopper in 2023, with 92% of the population aged 16-74 purchasing something online in 2023, according to the European eCommerce Report 2024.
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E-Commerce in Europe outlook (2025-2030)
Market size is projected to grow over the next five years.
Online retailers turn to Generative AI to improve their competitiveness
- E-commerce companies are rapidly integrating generative artificial intelligence (GenAI) to optimise the customer experiences and operational workflows, with Cdiscount.com (an online retailer active in France, Italy and Spain) illustrating the trend. Since May 2023, Cnova (the parent company of Cdiscount) has internally developed multiple GenAI use cases that have transformed product catalogue management at scale. Significant milestones include enriching features for approximately 14 million products, improving headlines and descriptions for 17 million products and reclassifying 29 million products. Notably, items reclassified through GenAI saw a 30% hike in conversion rates, signalling a measurable improvement in sales performance directly attributable to AI-powered data refinement.
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Revenue
€353.5bn
Employees
986k
Wages
€XX.Xbn
European Leaders & Laggards
* CAGR values are for the years 2020-2025.
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Biggest companies in the E-Commerce in Europe
| Company | Market Share (%)
2025 | Revenue (€m)
2025 | Profit (€m)
2025 | Profit Margin (%)
2025 |
|---|---|---|---|---|
Amazon.com Inc | 649,890.0 | 70,838.0 | 10.9 | |
Otto GmbH & Co KG | 15,334.6 | 306.7 | 2.0 | |
Zalando SE | 11,923.0 | 441.2 | 3.7 |
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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 2025?
The market size of the E-Commerce industry in Europe is €353.5bn in 2025.
How many businesses are there in the E-Commerce industry in Europe in 2025?
There are 508k businesses in the E-Commerce industry in Europe, which has grown at a CAGR of 5.7 % between 2020 and 2025.
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 4.0 % between 2020 and 2025.
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 industry in Europe include?
Groceries and Furniture, home décor and household appliances are part of the E-Commerce industry in Europe.
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 the Netherlands
- E-Commerce in Belgium
- E-Commerce in Cyprus
- E-Commerce in Lithuania
- E-Commerce in Estonia
- E-Commerce in Iceland
- E-Commerce in Europe
- E-Commerce & Online Auctions in the UK
- E-Commerce & Online Auctions in Germany
- Online Clothing Retailing in Germany
- Online Book Retailing in Germany
- Online Food Retailing in Germany
- Online Footwear Retailing in Germany
- E-Commerce in Ireland
- E-Commerce in Greece
- E-Commerce in Romania
- E-Commerce in Italy
- E-Commerce in the UK
- E-Commerce in Sweden
- E-Commerce in Norway
- E-Commerce in Germany
- E-Commerce in Latvia
- E-Commerce in Bosnia & Herzegovina
- E-Commerce in Luxembourg
- E-Commerce in Russia
- E-Commerce in Hungary
- E-Commerce in Denmark
- E-Commerce in Poland
- E-Commerce in Slovakia
- E-Commerce in Malta
- E-Commerce in Croatia
- E-Commerce in Slovenia
- E-Commerce in Spain
- E-Commerce in Portugal
- E-Commerce in Czechia
- E-Commerce in Turkey
- E-Commerce in Ireland
- E-Commerce in Serbia
- E-Commerce in Finland
- 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 in the industry, but the sale of motor vehicles and associated parts isn't.
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 DIYCompanies
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
- 2025 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 (2012 -2030)
- Employees in the E-Commerce in Europe industry (2012 -2030)
- Business in the E-Commerce in Europe industry (2012 -2030)
- Profit in the E-Commerce in Europe industry (2012 -2030)
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 (2025)
Geographic Breakdown
Business Locations
Heat maps
- Share of Total Industry Revenue by Region (2025)
- Share of Total Industry Enterprises by Region (2025)
- Share of Total Industry Employment by Region (2025)
- Share of Total Industry Wages by Region (2025)
Industry Geographic Breakdown
Data Tables
Values and annual change provided for 37 European countries:
- Revenue (2025)
- IVA (2025)
- Enterprises (2025)
- Employment (2025)
- Exports (2025)
- Imports (2025)
Competitive Forces
Highlights
Trends
- Concentration
- Competition
- Barriers to Entry
- Substitutes
- Buyer Power
- Supplier Power
Key Takeaways
A handful of players dominate the scene. International e-commerce giant Amazon leads the way but there are several e-retailers that dominate regional markets, like Zalando and Otto.
Supply Chain
Charts
Buyer and supply industries
Companies
Market Share
Charts
- Industry Market Share by Company (2020-2025)
Companies
Data Tables
Top 10 companies by market share:
- Market share (2025)
- Revenue (2025)
- Profit (2025)
- Profit Margin (2025)
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 eBay Inc
- Countries of operation for ASOS plc
- Countries of operation for Allegro.eu SA Group
- Countries of operation for Cdiscount SA
- Countries of operation for Debenhams Group Holdings Ltd
- 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
More payment options boost profitability as sales grow. As payment options become more varied and flexible, online spending will only increase. The rise of buy-now-pay-later platforms like Klarna and PayPal has led to e-commerce sales soaring, boosting 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 (2015-2030)
- Imports/Demand (2015-2030)
- Exports/Revenue (2015-2030)
- Revenue per Employee (2015-2030)
- Wages/Revenue (2015-2030)
- Employees per Establishment (2015-2030)
- Average Wage (2015-2030)
Country Benchmarks
European Leaders & Laggards
Data Tables
Top and bottom five countries listed for each:
- Revenue Growth (2025)
- Business Growth (2025)
- Job Growth (2025)
European Country Performance
Data Tables
Rankings available for 37 countries. Statistics ranked include:
- IVA/Revenue (2025)
- Imports/Demand (2025)
- Exports/Revenue (2025)
- Revenue per Employee (2025)
- Wages/Revenue (2025)
- Employees per Establishment (2025)
- Average Wage (2025)
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 (2015-2030)
- IVA (2015-2030)
- Establishments (2015-2030)
- Enterprises (2015-2030)
- Employment (2015-2030)
- Exports (2015-2030)
- Imports (2015-2030)
- Wages (2015-2030)
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.
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