Ecommerce: Macro in EU & US

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America is pulling away from Europe—and it’s not just the money; it’s demographics, connectivity, and clicking “Buy Now.” The Old Continent is slowly shrinking, lagging economically, and still patching up its digital divides. Grab your popcorn: the race between Europe and the US for e-commerce dominance is just heating up.

All the data comes from our meticulously cleaned database, available exclusively to MarketMaze+ users here:

  🛠Macro data for NA and EU (2025) 

P.S. Feel free to use and share any slide of this report!

Population and GDP per capita

Europe Shrinks, America Gains 🇺🇸

Europe has long enjoyed a population edge—1.82x more people than the US in 2014—but Uncle Sam is steadily closing that gap. By 2029, Europe's population barely moves the needle (588M), while the US climbs notably to 354M, shrinking Europe's lead to just 1.66x. Europe's stagnation might just be America's quiet advantage in the global race.

Europe's Shrinking Party 🎈

Europe's population is sliding 0.1% annually through 2029, with Germany (-0.4%), Italy (-0.4%), and Poland (-0.6%) leading the dip. The UK (+0.5%) and Netherlands (+0.5%) hold their own, but that's not enough to stop the decline. Across the pond, America keeps rolling at +0.5%, quietly laying bricks in the economic wall of tomorrow.

America's Rich Kid Advantage 💰

Americans aren't just more numerous—they’re wealthier, too. US GDP per capita hits $84K, double Europe's average ($42K). Even Germany ($56K), Europe's economic MVP, trails America by 1.5x, and Poland lags even further at a modest $22K—4x behind the US. Europe's economic patchwork means the continent's pockets aren't equally deep.

America’s Economic Breakaway 🚀

Back in 2014, the US and Netherlands were neck-and-neck in GDP per capita (~$57K). Fast-forward to 2029, and America surges ahead, hitting nearly $95K, leaving the Dutch ($70K) far behind. Germany, France, and the UK chug along slower. Poland remains Europe’s economic caboose ($28K). America didn't just hit the gas—it found a faster car.

GDP and inflation comparison

The Inflation Rollercoaster 🎢

After inflation peaked painfully in 2022 (EU: 8.8%, US: 8.0%), consumers finally get some breathing room. Both the US and EU are steering inflation back to a stable 2% by 2029. It's like finally taming a wild beast—good news for wallets everywhere, as policymakers find their sweet spot between growth and stability.

US Economy: Europe's Big Brother 🦅

In 2024, America's GDP clocked in at a hefty $29.2T, overshadowing Europe's combined $24.8T—1.7x bigger. Germany ($4.7T), the UK ($3.6T), and France ($3.2T) led Europe’s economic patchwork, but none matched Uncle Sam's economic muscle. The US didn't just win—it dominated, underscoring its powerhouse position globally.

America Widens the Gap 🌉

By 2029, the US economy balloons to a robust $35.5T, increasing its lead over Europe's $30.0T economy to 1.8x. Germany ($5.6T) remains Europe's powerhouse but slips in GDP share, along with France ($3.7T) and Italy ($2.7T). The UK ($4.4T) and Poland ($1.1T) buck the trend, gaining ground—but Uncle Sam remains comfortably ahead, growing his economic empire.

Internet users penetration

Everyone's Online 📱

Since 2010, internet adoption soared dramatically. By 2024, the Netherlands nearly achieves digital utopia (100% online), with the US (96%) and Europe overall (93%) close behind. Italy (89%) and Poland (89%) hustle to catch up. It's official—almost everyone’s surfing, streaming, or scrolling. Connectivity isn't a trend; it's now basic survival.

Europe’s Digital Divide Narrows 📶

Europe's internet game is almost maxed-out in the Netherlands (100%) and UK (98%), while digital newcomers like Italy (89%) and Poland (89%) sprint to close the gap. Heavy hitters like Germany (94%) and France (94%) hover near saturation. Now it's not about getting people online—it's about what they'll do once they're there.

E-shoppers penetration

Everyone’s Clicking 'Buy' 🛒

Online shopping's gone mainstream, with the UK (92%) and the Netherlands (90%) leading the e-commerce stampede by 2024. The US (80%) and Germany (83%) aren't far behind. Even digital late-bloomers Italy (40%) and Poland (65%) are waking up to online retail. If browsing was the appetizer, buying is now the main course.

E-commerce: Still Room to Run 🏃‍♂️

The UK's (89%) and the Netherlands' (87%) e-shopping habits are hitting their natural ceilings. But elsewhere, there's still money left on the digital table—only 74% of Americans shop online regularly, matched by France, while Germany trails slightly at 71%. Southern Europe's catching up, especially Italy (47%), but the digital shopping cart still has plenty of room.

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Best,
MarketMaze team