European e-commerce reaches €911 billion in 2025

The European B2C e-commerce market reached €911 billion in 2025, representing a 7% increase from the previous year. According to the European E-commerce Report 2026, growth was most pronounced in Southern and Eastern Europe, while Western Europe remains the largest market, accounting for 57% of total turnover. Projections suggest the market will grow by 5% to reach €961 billion in 2026.

In Spain, e-commerce has become a significant economic driver, contributing 6.45% to the national GDP in 2025. This places Spain fifth in Europe regarding the sector's weight relative to GDP. The Spanish B2C turnover reached €108.7 billion, a 14% increase from the prior year. Additionally, Spanish consumer habits remained resilient during the summer of 2026, with a 25.4% increase in shipment volumes in August compared to the previous year.

In Greece, approximately 80% of internet users aged 16-64 have made online purchases in the last six months. Millennials lead in both frequency and spending, while Gen Z shows a higher preference for using digital wallets.