The European E-commerce Report 2025, executed by the Centre for Market Insights of the Amsterdam University of Applied Sciences and jointly published by Ecommerce Europe and EuroCommerce, offers a detailed assessment of Europe’s B2C e-commerce landscape. Following a period of relative stagnation, European e-commerce experienced renewed growth in 2024, with total turnover increasing by 7% to €842 billion, supported by real growth of 4.6% when adjusted for inflation.

The report reveals pronounced regional disparities: Eastern Europe recorded the highest growth at 18%, while Western Europe remained below the European average at 6%. France emerged as Europe’s largest e-commerce market, followed by the United Kingdom, Spain, and Germany. These shifts underscore how market maturity, digital infrastructure, and consumer behaviour continue to shape national performances.

Internet penetration reached 93% across Europe, and 73% of the population aged 16–74 made online purchases in 2024, with Northern and Western Europe maintaining the highest rates. The data suggest that Europe is approaching universal digital inclusion, though significant potential remains in parts of Eastern and Southern Europe.

The 2025 edition also reflects on the sector’s key challenges and opportunities. Policymakers and industry leaders are addressing the imbalance between EU-based and non-EU competitors, advocating for stronger enforcement and regulatory simplification to restore fair competition. Sustainability continues to gain strategic importance, as retailers invest in circular models, eco-friendly logistics, and responsible packaging. Artificial intelligence is increasingly integrated into e-commerce operations—from personalisation and predictive analytics to customer service—although digital intensity among SMEs remains low, with only 6% reaching the EU’s “very high” benchmark.

Amid these transformations, the report underscores the importance of collaboration between industry and policymakers to build a resilient, fair, and innovative digital single market. It presents e-commerce as a vital driver of Europe’s competitiveness, sustainability, and consumer trust in the digital age