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European e-commerce market trends and challenges

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2026-09-23 12:33 UTC → 2026-09-25 06:46 UTC · added ~~removed~~

The European B2C e-commerce market reached a record 911 billion euros in 2025, a 7% nominal increase from 842 billion euros in 2024. According to the European E-commerce Report 2026, the inflation-adjusted real growth rate stood at 4%. While Western Europe remains the largest market, accounting for 57% of total turnover, growth has been most pronounced in Southern and Eastern Europe. Projections suggest the market will grow by 5% to reach 961 billion euros in 2026. Growth continues to be driven by Artificial Intelligence for personalized service, innovative digital payments, and a shift toward sustainability. Notable trends include a rising second-hand market and the increased use of out-of-home deliveries and parcel tracking. Industry leaders Luca Cassetti of Ecommerce Europe and Christel Delberghe of EuroCommerce highlighted the sector’s resilience amid geopolitical and economic uncertainty. However, they advocated for the reduction of administrative burdens and called for stricter enforcement of customs and environmental regulations to ensure a level playing field between EU-based businesses and non-EU platforms. Regional performance varies significantly. Spain has emerged as a major economic driver, with its e-commerce sector representing 6.45% of its GDP and ranking fifth in Europe; its B2C turnover reached 108.7 billion euros in 2025, a 14% increase from the previous year. Spanish consumer habits remained resilient through the summer of 2026, with shipment volumes in August increasing by 25.4% compared to the previous year. In Greece, approximately 80% of internet users aged 16-64 have made online purchases in the last six months, with Gen Z showing a higher preference for digital wallets. In Portugal, 61% of the population aged 16 to 74 engaged in online shopping in 2025.

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