In 2024, the total turnover e -commerce business To consumers (B2C) increased by 7%, from € 765 billion to € 819 billion. The above conclusion comes from the European E -Commerce report 2025 released by the Hellenic E -Commerce Association, in collaboration with Ecommerce Europe and Eurocommerce.
Although the market was enhanced as a whole, developments were differentiated by region. Specifically, Western Europe, the largest e-commerce region (e-commerce), recorded the lowest increase (5%), reaching € 466.5 billion, below the European average. Southern Europe increased by 9% to 182.9 billion euros. Central Europe by 8% to € 85.9 billion while Northern Europe followed average with 7% (at € 63.5 billion). Eastern Europe recorded the highest growth rate (18%), with a turnover of € 19.9 billion. According to the report, for 2025 there is a total of 7% in Europe. 81% of the B2C turnover of e-commerce businesses in 2024 took place in the EU-27.
At the countries level, in 2024, Bosnia-Herzegovina recorded the largest increase (+117%), mainly due to better data coverage and new methodology. Ukraine (+92%) followed, while Bulgaria (+20%), Estonia (+18%) and Northern Macedonia (+15%) also had strong growth. On the other hand, Germany and the Czech Republic had no increase.
France has become the largest B2C e-commerce market in Europe (175.3 billion euros), surpassing the United Kingdom (€ 127 billion, now only counts online goods, not services). Spain passed ahead of Germany (€ 95.2 billion versus € 94.0 billion), while Italy (€ 58.5 billion) and Poland (43.4 billion euros) followed.
In 2024, the internet penetration in Europe increased to 93% (from 92%). For 2025, 94%is projected, touching almost the full coverage of 16-74. Specifically: Northern Europe (98%), Western Europe (96%), Central Europe (93%), Southern Europe (92%) and Eastern Europe (85%). Some countries have reached 100% (Denmark, Switzerland, the Netherlands, Norway). Lower rates: Moldova (64%), Ukraine (79%), Bosnia-Herzegovina, Bulgaria and Greece (87%), Croatia (85%).
In 2024, 73% of the population 16-74 made online purchases (compared to 71% in 2023). More specifically: Northern Europe (84%), Western Europe (83%), Central Europe (73% -Average EU), Southern Europe (61%) and Eastern Europe (57%). The top countries were: Ireland (95%), the Netherlands (94%), and Norway/Denmark/Iceland/UN. Kingdom (91%). Lower: Moldova (27%), Montenegro (35%), Albania (38%), Bosnia-Herzegovina (44%), Bulgaria (50%) and Italy (54%).
In 2024 Europe’s e-commerce market was found between opportunities and challenges. Specifically:
-Evati: Increasing demand, innovation in payments/accounting/AI, new models (second-hand, product reconstruction), shift to sustainability.
-Proposals: Complex regulatory frameworks, need for media support, unfair competition from outside the EU (mainly Asia), limited enforcement mechanisms.
According to the report, viability becomes a key trend: environmentally friendly packaging, electrical deliveries, local logistics networks. However, smaller retailers find it difficult to implement large -scale solutions.
Artificial intelligence enhances personalization, customer service, price management and forecasts. Despite national support programs, only 6% of EU media meet the very high digital criteria.
Consumers are now demanding more flexible delivery options (eg click-and-collect, lockers). Mobile payments and electronic wallets are reinforced, while cash will remain in some countries. Financial pressures lead to cross-border prices, shopping delays, or shift to second-hand products.