E-commerce revenue in Europe 2017-2024, by segment

Europe is one of the powerhouses of the global e-Commerce industry with important markets such as Germany, the UK, France, Russia, Italy and Spain. The region is currently going through a purple patch with falling unemployment levels, strong GDP growth and high average annual wages, all of which have contributed to the region’s e-Commerce market expected growth from 292.2 billion U.S dollars in 2017 to 479.1 billion U.S dollars in 2023.

Fashion is the dominant category

In what is becoming a trend the world over, the fashion category is bringing in the highest revenues in most major e-Commerce markets and Europe is no different. Fashion revenues in the region are expected to increase from 84.7 billion U.S dollars in 2017 to 138.5 billion U.S dollars in 2023, with its share interestingly hovering around the same level. Apparel is the largest selling sub-category followed by footwear and then bags & accessories.

The UK is Europe’s largest market

The UK is not only Europe’s largest market in terms of overall e-Commerce revenues but also in terms of category reach. For example, its share of consumers who purchased fashion or sports goods online stood at 61% in 2017 with Netherlands at 57% and Germany at 50%. The country’s robust internet infrastructure, secure payment methods and strong venture capital and private equity funding are the main factors driving industry growth.

E-commerce revenue forecast in Europe from 2017 to 2024, by segment

FashionElectronics & MediaToys, Hobby & DIYFurniture & AppliancesFood & Personal Care
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Release date

December 2019

Survey time period


Supplementary notes

The e-commerce market includes the sale of physical goods via a digital channel to a private end user (B2C). This comprises purchases via desktop computer (including notebooks and laptops) as well as purchases via mobile devices such as smartphones and tablets. The main sales channels are cross-brand online mail order companies and the online shops of individual companies. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

The exact definition of the Fashion market can be found here

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Statistics on "Online shopping in the United Kingdom (UK)"

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