The 2024 European E-commerce Report from Eurocommerce reveals new data on rising online sales and shopper behavior across the EU, highlighting critical growth areas and internet adoption rates. B2C turnover is expected to hit €958B in 2024, an 8% rise from 2023. Post-COVID, the sector grew by 2% after a 15% boom during the pandemic. Growth is stabilizing as e-commerce returns to a normal pace.
EU population and internet users continue to rise.
71% of e-users are now e-shoppers, growing every year.
Spend per shopper increases to €3.2K in 2024.
2023 marks 90%+ internet penetration in the EU.
Top countries like Norway and Netherlands near full coverage.
Some regions, like Ukraine and Greece, still lag behind.
E-commerce adoption lags in Poland (64%), Greece (58%), and Italy (50%).
Northern Europe sees near-full e-shopper penetration.
A significant gap exists between developed and developing EU markets.
Categories like Electronics and Food show growing interest.
Clothing and Multimedia dominate online shopping with 48% and 36% penetration.
Emerging categories, including Toys and Sports Gear, present new opportunities.
Will spending per shopper keep rising across the EU?
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