European E-commerce Report 2024 (Light Version) (Ecommerce Europe and EuroCommerce)

Summary

• The report includes data from 38 European countries, with Moldova joining this year.p.7
• B2C e-commerce turnover reached €887 billion, with a growth rate of 3%.p.7
• Western Europe holds 64% of European B2C e-commerce turnover, followed by Southern Europe at 19%, Central Europe at 9%, Northern Europe at 6% and Eastern Europe at 2%.p.8
• E-shopper penetration is 83% in Northern Europe and 82% in Western Europe, versus 59% in Southern Europe and 53% in Eastern Europe.p.8
• Internet usage in Europe rose from 87% in 2019 to 92% in 2023.p.5
• The Netherlands has the highest e-shopper rate at 92%, followed by Norway at 91%.p.9

Key insights

1. Norway has 100% internet users, and Luxembourg, Switzerland, the Netherlands, Iceland and Denmark have 99%.p.9
2. Moldova has the lowest internet usage at 61% and the lowest e-shopper rate at 26%.p.9
3. In Belgium, Bancontact leads online payments at 34%.p.18
4. Second-hand goods account for 11% of online sales in France.p.20
5. Google holds a 92% search engine market share in Belgium.p.16
6. Temu became the fourth-largest shopping destination in Germany in the fourth quarter of 2023.p.24