The growth of e-commerce in Europe
E-commerce stopped being a secondary channel in Europe a long time ago. In 2024, it generated more than €842 billion in B2C purchases, and projections for 2025 point to another year of sustained growth. Data from the European E-commerce Report and the Cross-Border Commerce Europe report help show how much the sector has grown, where spending is concentrated and what changes are redefining consumer behaviour.
The size of European e-commerce
B2C e-commerce in Europe reached €842 billion in 2024, growing by 7% compared with the previous year. The European E-commerce Report 2025 projects another 7% for 2025, confirming the sector as one of the main drivers of commerce across the continent.
Growth is not only coming from higher average spending, but also from the number of people shopping online and how often they do it. Germany (45% of weekly shoppers), the Netherlands (37%), Italy (34%) and France (32%) lead Europe in weekly online shopping frequency.
At the same time, e-commerce penetration as a share of GDP continues to rise. In the United Kingdom, it already represents 9.3% of GDP, the highest figure on the continent. Denmark (7.3%), Greece (5.9%) and Sweden (5.8%) follow among the markets where digital commerce carries the greatest weight in the overall economy.
The markets leading by revenue
The European ranking by revenue saw a major shift in 2024. France took first place with €175.3 billion, ahead of the United Kingdom, which generated €150 billion. Spain moved up to third place with €95.2 billion, overtaking Germany (€94 billion). Italy and Poland complete the top six with €58.5 billion and €43.4 billion, respectively.
These six countries account for most of Europe’s e-commerce volume, but each one follows a different consumer logic. France and the United Kingdom dominate thanks to the weight of their marketplaces and a mature digital consumer base. Spain and Italy have accelerated due to mobile adoption and the rise of pan-European brands. Germany remains a solid and stable market, while Poland leads growth in Eastern Europe with rates well above the average.
How each region of Europe is growing
The European E-commerce Report divides the continent into five regions, and growth rates vary widely between them.
Eastern Europe grew by 18% in 2024, the highest rate on the continent. Although it is still the smallest region by revenue (€19.9 billion), it is the one growing fastest year after year, driven by the digitalisation of countries such as Poland, Romania and the Czech Republic.
Southern Europe, which includes Spain, Italy, Portugal and Greece, grew by 9% and reached €182.9 billion. Central Europe rose by 8% to €85.9 billion, while Northern Europe grew by 7% to €63.5 billion. Western Europe still concentrates 58% of total volume with €489.5 billion, but it is the slowest-growing region (+6%), reflecting a mature market where expansion opportunities are more limited.
This uneven map explains why many European brands adjust their strategies country by country, and why finance apps for managing budgets have grown in parallel with e-commerce. European consumers combine accounts, cards and spending control tools depending on the country and user profile.
Cross-border shopping within the single market
Cross-border e-commerce is one of the sector’s major growth drivers in Europe. According to the Top 500 B2C Cross-Border Retail Europe report published in 2026, the European cross-border market reached €108 billion in 2025 (excluding travel), representing 25% of total online commerce.
Marketplaces dominate this segment. Amazon, Temu and eBay lead the continent’s cross-border platforms, while IKEA, Zalando and Apple top the brand ranking by sales volume outside their home country. In smaller countries or those with more limited local supply, such as Luxembourg (80% of cross-border purchases), Ireland (68.6%), Austria (49.7%) and Sweden (49.4%), buying from outside the country is already the norm, not the exception.
For people who regularly shop in stores from other European countries, the payment method matters. Currency conversion fees, settlement times and buyer protection vary from one issuer to another. A free prepaid card for travelling and shopping across Europe lets you pay at any merchant in the SEPA area with controlled balance and without exposing your main account details.
People who receive payments or income in crypto have also found in prepaid cards that support crypto top-ups a direct way to spend cryptocurrencies without going through an exchange, by loading them onto the card and paying with Visa at any European merchant.
Second-hand shopping and circular consumption
One deeper shift seen across Europe over the past year is the growing weight of the second-hand market. Faced with price pressure and accumulated inflation from recent years, European consumers have turned towards second-hand and refurbished products, in fashion, electronics and other durable goods. The European E-commerce Report identifies this as one of the structural factors reshaping online commerce on the continent.
Platforms such as Vinted, Wallapop, LeBonCoin and eBay Kleinanzeigen are growing in users and transaction volume. Zalando has opened its own second-hand section, and major fashion brands have launched buyback programmes to capture this flow. At the same time, consumers are comparing prices between countries more than before, driven by better international logistics and European regulations that have harmonised return conditions and buyer guarantees.
The other side of this growth is the rise in fraud in peer-to-peer buying and selling. When paying strangers, main card details can end up exposed if the buyer lands on a fake website or if the seller never ships the product. Separating online spending from the rest of your money reduces the impact: if something goes wrong, what you risk is the loaded balance, not the money in your bank account.
E-commerce in Europe has moved beyond the “novelty” stage. The figures for 2024 and 2025 show a mature sector, with its own dynamics by region, shopping habits that become more refined each year and an increasingly international consumer. The interesting question is no longer how much it is growing, but how it is changing.
Frequently asked questions
How much revenue does European e-commerce generate?
B2C e-commerce in Europe reached €842 billion in 2024, growing by 7% compared with the previous year. The European E-commerce Report 2025 projects similar growth for 2025.
Which countries lead the European e-commerce ranking?
France leads the European ranking with €175.3 billion in revenue in 2024, followed by the United Kingdom (€150 billion), Spain (€95.2 billion), Germany (€94 billion), Italy (€58.5 billion) and Poland (€43.4 billion).
Which European region is growing the fastest?
Eastern Europe, with 18% growth in 2024, is the region growing the fastest year after year, although it remains the smallest by volume. Southern Europe (+9%) and Central Europe (+8%) are also growing above the average. Western Europe, the most mature region, grew by 6% and concentrates 58% of total volume.
How important is cross-border commerce within European e-commerce?
The B2C cross-border market reached €108 billion in 2025, around 25% of total European online commerce, according to the Top 500 B2C Cross-Border Retail Europe report. In countries such as Luxembourg, Ireland, Austria and Sweden, purchases from outside the country account for more than 49% of the total.
Which platforms dominate cross-border e-commerce in Europe?
In the cross-border segment, marketplaces account for close to 70% of volume. Amazon, Temu and eBay lead cross-border platforms, while IKEA, Zalando and Apple top the ranking of brands with the highest sales outside their country of origin.
Which payment method offers more protection when buying from stores in other European countries?
Prepaid cards with an IBAN limit the loss to the loaded balance, since they are not linked to any bank account. In cross-border purchases within the SEPA area, this separation reduces the risk of fraud or unauthorised charges and avoids depending on the exchange rate applied by the issuer.