Online consumer spending in Europe rose by 7 percent last year, reaching a total of 819 billion euros. For the current year, industry associations Ecommerce Europe and EuroCommerce anticipate another 7 percent increase. Growth is especially strong in Eastern European markets.

The European E-commerce Report 2025 reviews and analyzes online sales across 38 countries, including several outside the EU. The data and projections confirm that ecommerce in Europe continues to expand at a steady and healthy pace.

The reported 7 percent growth rate was driven by inflation. Real growth last year amounted to 4 percent, according to the researchers, a percentage also expected for the current year.

This means that ecommerce is performing better than in 2023, when real online spending grew by only 1 percent in the surveyed markets. A year earlier, in the post-COVID year 2022, real spending actually fell by 3 percent:

Eastern Europe led the way in online consumer spending last year, recording 18 percent nominal growth (10 percent in real terms). It was followed by Southern Europe with 9 percent nominal growth (7 percent real), Central Europe with 8 percent (5 percent real), and Northern Europe with 7 percent (4 percent real). Western Europe, the continent’s largest ecommerce region, saw more moderate growth at 5 percent nominal (3 percent after inflation).

Growth concentrated in Eastern and Southern Europe

Despite their rapid expansion, Eastern and Southern Europe still show the lowest online shopper penetration rates, at 57 and 61 percent respectively. By comparison, the European average is significantly higher: 73 percent of people aged 16–74 purchased goods or services online last year.

On the state of ecommerce, the industry associations conclude that the sector “continues to innovate and adapt”, but it also faces complex challenges linked to compliance, global competition, consumer trust, and sustainability. “Continued dialogue between industry, national governments, and EU institutions will be essential to ensure that digital commerce in Europe remains fair, resilient, and competitive.”