Europe B2C E-Commerce Market 2023

Retail E-Commerce sales in Western Europe are expected to exceed EUR 700 billion by 2026, constituting more than 16% of total retail sales

Online payments continue to dominate B2C E-Commerce transactions globally

As digitalization continues to reshape industries, a range of advanced technologies including augmented reality, AI-driven recommendation engines, drones, and AI robots are significantly impacting the B2C E-Commerce experience. Notable trends also encompass AI-generated content marketing, ethical and sustainable considerations, as well as the integration of AR and VR to create personalized shopping experiences. Additionally, the trend of social commerce, originating from China, has gained momentum in Western markets, providing a seamless shopping experience that benefits consumers and brands, albeit with concerns arising over its growth pace and regulatory alignment.

In the realm of popular payment methods for global B2C E-Commerce transactions, online payment methods maintain their dominance, with projections suggesting that this segment’s value will surpass EUR 7 trillion by 2026. Moreover, as of 2023, online payment methods constitute a substantial 95% of total payments within the global B2C E-Commerce landscape.

Western Europe is poised to witness substantial growth in retail E-Commerce sales

Anticipated to surpass the EUR 700 billion milestone by 2026, Western Europe’s retail E-Commerce sales are projected to account for over 16% of total retail sales. Moreover, approximately three-quarters of Europe’s Internet users participated in online shopping activities during 2022. Notably, Norway stood as the frontrunner, with 92% of respondents having engaged in online shopping within the preceding 12 months. Online shopping preferences exhibited a correlation with age and education, with the 25-34 age group leading the trend. Education level also played a role, as 88% of individuals with a higher formal education actively participated in online shopping, compared to 56% among those with low or no formal education.

In terms of product categories, ‘Clothes (including shoes and accessories)’ emerged as the most sought-after, followed by ‘Deliveries from restaurants, fast food, and catering services’, and ‘Cosmetic, beauty, and wellness products’ in the year 2022.

Questions Covered in the Report:

• What is the projected value for the online payment segment in global B2C E-Commerce by 2026?
• What notable trends are emerging in the B2C E-Commerce landscape globally?
• What growth are Western Europe’s retail E-Commerce sales expected to witness by 2026?
• What is the projected B2C E-Commerce market size in Germany by 2027?

Countries Covered: UK, France, Russia, Spain, Germany, Italy, Poland, Austria.

Please note: For this report, the purchase of an Enterprise license allows up to ten worldwide users of an organization access to the report