Charts: Ecommerce in Europe 2024

Total B2C ecommerce sales in Europe will grow 8% in 2024, reaching €958 billion ($1.02 trillion), up from €887 billion in 2023. That’s according to the “European E-commerce Report 2024” (PDF) from Ecommerce Europe, an association representing 150,000 companies selling consumer goods or services online in that continent.

The report encompasses 38 countries and includes data and trends surrounding internet penetration, e-shoppers, and B2C ecommerce sales. The report’s data comes from direct collaboration, interviews, and questionnaires with national ecommerce associations across the continent.

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According to the data, 71% of European internet users shopped online in 2023, increasing slightly to a projected 72% in 2024.

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In addition, The Netherlands has the highest share of internet users who buy online (92%), followed by Norway (91%) and Denmark (89%).

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Moreover, the report also looks at data for the 27 E.U. member countries: Austria, Belgium, Bulgaria, Croatia, Cyprus, Czechia, Denmark, Estonia, Finland, France, Germany, Greece, Hungary, Ireland, Italy, Latvia, Lithuania, Luxembourg, Malta, Netherlands, Poland, Portugal, Romania, Slovakia, Slovenia, Spain, and Sweden.

According to the data, the most popular categories for E.U. internet shoppers in 2023 were “Clothes, shoes, accessories” (70%), followed by “Multimedia: music, films, books, games” (48%).