Europe’s e-commerce growth gets selective💶

Europe’s e-commerce engine is maturing — growth is slowing but stabilizing, powered by bigger baskets, not more buyers. Western Europe still dominates the spend, while Central and Eastern Europe lead in shopper loyalty and local focus.

🌀 Maze Story
💶 Europe’s e-commerce growth gets selective
🗺️ Europe’s cross-border paradox

Insights🧠

🌎 Who Runs Global eCommerce Software?
🇨🇳 China Now Dominates Amazon Seller Registrations
🇪🇺 Amazon’s Real Reach in Europe
🛒 Grocery Loyalty: Mercadona Tops Europe’s Wallets
🍾 Where Brits Buy Booze in 2025

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E-commerce in Europe continues to grow, but the drivers are shifting. With population flat and online penetration near saturation, 2025 will mark a transition from rapid expansion to smarter, value-led growth.

Europe’s B2C e-commerce hit €819B in 2024, up from €591B in 2020. Growth will slow to 4% in 2025, still outperforming offline retail. Inflation-adjusted, the sector remains resilient — it’s no longer explosive, but it’s structurally strong.

Between 2020–2025, Europe gained just +52M e-shoppers, but spending per person rose by €467. The average online buyer now spends €1.98K, up from €1.51K five years earlier. This means more transactions, larger baskets, and greater reliance on digital retail for essentials.

Europe’s population has barely changed — ~591M people — while 94% of them are online. Around 80% already shop digitally. With saturation reached, future growth depends on deeper engagement, better experience, and smarter personalization — not on more users.

Western Europe accounts for 57% of turnover but only 30% of e-shoppers, while Eastern Europe holds 20% of users and just 2% of spend. The gap reflects economic maturity — but also opportunity. As logistics, payments, and trust improve, Eastern and Southern markets could power the next growth wave.

Sources: 🔒 Available for MarketMaze+

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While Europe’s e-commerce turnover grows, shopping behavior diverges sharply. Some countries buy almost exclusively from national sellers; others are increasingly international. Geography, logistics, and consumer trust define the split.

Countries like Romania (96%), Bulgaria (95%), and Poland (94%) rely on domestic sellers. Spain mirrors this trend, showing strong local loyalty. By contrast, France, Italy, and Ireland look abroad for product variety and lower prices. Local trust remains a key competitive edge for CEE platforms.

Cyprus (81%) and Malta (64%) are Europe’s top intra-EU shoppers, followed by Croatia and Portugal. Their small domestic markets make imports essential. Meanwhile, large economies like Germany (20%) and Sweden (29%) rely far less on EU imports, supported by strong national ecosystems.

Malta (55%), Cyprus (47%), and Latvia (25%) lead in purchases from outside the EU — mainly from Asia and the US. On the other side, Poland and Romania remain heavily domestic. The import intensity highlights how geography and scale shape buying habits.

Despite EU integration, Europe’s e-commerce remains patchy. Southern and Eastern shoppers prioritize local trust; Western buyers seek global deals. The EU-27 average masks this divide — Europe trades digitally together, but buys very differently.

Sources: 🔒 Available for MarketMaze+

Shopify and Magento are the world’s top shop software picks—Shopify powers 14.6% of all online stores, Magento 9.2%. Shopify leads across North America, Australia, and Asia, while Magento wins much of Europe. WooCommerce (6.1%) ranks first in spots like Vietnam and Nigeria, thanks to its free, open-source appeal. Latin America backs VTEX, and PrestaShop is strong in France, Spain, and parts of Africa and Central America.
👉 ECDB

Chinese sellers made up just 7% of new Amazon.com signups in 2015, but hit 62% in 2024, flipping the balance with the US (now 27%). Chinese businesses now account for 50% of all active sellers worldwide. AI and supply chain power have helped Chinese sellers overcome barriers, making price the main battlefield. Despite their numbers, US sellers still generate more revenue per store, so the money split is more balanced than the headcount.
👉 Marketplace Pulse

Amazon’s monthly traffic in Europe is huge: Germany 500M, UK 400M, France 200M, Italy 170M, Spain 140M. Most US sellers haven’t expanded—only 1% sell on Amazon Pan-EU. That means less competition and more opportunity for newcomers. With 1.5B visits monthly, Europe is Amazon’s next big frontier.
👉 LinkedIn

Mercadona owns 37% of Spain’s grocery wallet, followed by Leclerc (32.5%), Tesco (29.2%), and Carrefour (28.9%). But only 2 of the top 10 retailers grew their share in 2025. Shopper loyalty is shrinking, as eCommerce and discounters grab attention. Europe’s big grocers face a tough fight to keep their top spots.
👉 NIQ

Amazon leads UK alcohol sales by shopper clicks, but Tesco is rising fast, reaching 15%. Harvey Nichols appears among the top 5 for the first time, showing demand for premium options. Shoppers are spreading their orders across supermarkets, online, and luxury. Brands focusing on just one retailer miss out on diverse buyers.
👉 MikMak

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