EuroCommerce – European E-Commerce Report, 2024

The 2024 European E-Commerce Report provides a comprehensive analysis of the e-commerce landscape across Europe’s 38 countries. This report by EuroCommerce and Ecommerce Europe highlights growth patterns, regional disparities, and emerging trends in business-to-consumer (B2C) e-commerce. Despite a modest overall growth of 3% in 2023, driven by gains in Southern and Eastern Europe, the sector faced challenges like inflation and increased competition from non-EU players. The report underscores how EU-based companies are adapting to sustainability requirements and regulatory changes, such as the EU Artificial Intelligence Act. Western Europe remains the largest market with 64% of total B2C turnover, while regions like Northern Europe have seen slight declines. The report also explores shifts in online shopper penetration, showing a rise in e-commerce activity despite regional differences.