One row per market: how big it is, how fast it grows, and how it actually buys.
B2C e-commerce benchmark of 35 European markets (EU plus the UK, Switzerland, Norway, Iceland, Ukraine, Moldova and the Balkans): online-retail turnover in EUR, year-on-year growth, population, share of people shopping online, GDP per capita — plus each market's #1 payment method, #1 carrier, #1 search engine and #1 marketplace and a one-line market note.
- 🔗 Interactive version: https://ecommerce-report.eu/
- 📄 Live CSV (always current): https://ecommerce-report.eu/data.csv
- 🤖 Ask the data anything (AI): https://chat.e-shop.report/en/
- Combined B2C online retail across the tracked markets is roughly €700 billion a year.
- Emerging Eastern Europe grows ~5× faster than the mature West (about +24% vs +5% year on year).
- Fastest-growing markets: Ukraine +25%, Romania and Bulgaria ~+18%.
- Largest markets: UK ~€150 bn, France ~€112 bn, Germany ~€94 bn, Spain ~€68 bn, Italy ~€59 bn, Poland ~€43 bn.
- "The European customer" does not exist: Poland pays with BLIK and picks up from parcel lockers, the Netherlands runs on iDEAL (~70% of transactions), Germany and Austria want an invoice, and cash on delivery still leads in Romania and much of the Balkans.
| Column | Description |
|---|---|
country_code |
ISO 3166-1 alpha-2 (UK used for the United Kingdom) |
country |
Market name (English) |
b2c_online_turnover_eur |
Annual B2C online-retail turnover, EUR (empty where no solid public figure exists) |
growth_pct_yoy |
Year-on-year growth of online retail, % |
population |
Population (Eurostat) |
online_buyers_pct |
Share of people who bought online in the last 12 months, % (Eurostat) |
gdp_per_capita_eur |
GDP per capita, EUR |
market_type |
Star / Rising / Mature / Niche — size × growth vs the European median |
top_payment_method |
Most-used online payment method |
top_carrier |
Most-used delivery option |
top_search_engine |
Dominant search engine |
top_marketplace |
Leading marketplace |
market_note |
One curated fact that defines the market |
data_year |
Latest data year behind the row |
source_turnover / source_growth |
Source of the turnover / growth figure |
Demographics (population, online-buyer share, GDP per capita) come from Eurostat and refresh quarterly. Turnover and growth come from EuroCommerce and national e-commerce associations (APEK, Thuiswinkel, Netcomm, BeCommerce, Handelsverband, GPeC, ACEPI and others), with market-research estimates where no association figure exists — each row carries its source. Methodologies differ slightly between countries (some count goods only, some goods + services), so treat cross-country comparisons as market context rather than accounting-grade figures. Market profiles (payments, carriers, search, marketplaces) are curated from public industry research, 2024–2025.
The complete pan-European dataset is for 2024; a full 2025 refresh is due in September 2026.
CC BY 4.0 — free to use, share and build on, with attribution:
Data: ecommerce-report.eu — The State of European E-commerce (E-SHOP.REPORT), https://ecommerce-report.eu/
The full free report — every payment method, carrier, price-comparison site, trust platform and marketplace per country, plus a SWOT and market-entry checklist for each of the 35 markets — is delivered by e-mail from https://ecommerce-report.eu/. To benchmark your own store against its market (revenue, margin, ad spend, country by country), see https://e-shop.report/.