Growth varied significantly by region in 2025: Western Europe, the largest e-commerce market and accounting for 57% of total European turnover, recorded the slowest nominal growth at 5%, while Eastern Europe grew fastest at 14%, followed by Southern Europe at 11%. The share of Europeans aged 16 to 74 who bought goods or services online rose to 74% in 2025, up from 68% in 2021, with online shopper penetration highest in Northern Europe (85%) and lowest in Eastern Europe (60%).

The report also tracked emerging patterns within the sector: growing use of artificial intelligence tools by businesses, including SMEs, and consumers; faster checkout enabled by new payment solutions; increased consumer purchases of second-hand goods; and wider adoption of out-of-home delivery and parcel tracking across Europe. This year's edition additionally introduced new comparative indicators, including e-commerce turnover per capita against GDP per capita across all 38 countries covered, and EU-27 data on the share of larger enterprises selling online directly versus through marketplaces, offering a more granular view of how digital sales channels are used across Member States as the sector continues to expand despite a more demanding regulatory and economic environment.

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