Online retail users in Europe 2017-2024

Europe serves as one of the main centers of the global e-Commerce industry with the total number of users projected to grow from 578.3 million in 2018 to over 662 million in 2024. Factors such as steady GDP growth and dropping unemployment levels contributed to Europe’s e-commerce growth which is projected to increase from 315.3 million U.S. dollars in 2018 to 456.4 million U.S. dollars in 2022. Some of the main markets in the region are Germany, the United Kingdom, and France. An advanced internet structure, reliable payment systems and strong venture capital funding were the leading factors driving growth in these nations.

A lot of European e-commerce users are not only shopping domestically in their respective local e-commerce platforms, but are also focusing on foreign websites and marketplaces such as Amazon and eBay, granting them access to foreign merchandise.

Fashion, electronic & media and toys are three of the highest grossing segments in Europe, thanks mainly to the proliferation of industry focused internet startups catering to the growing user base. The UK based company Farfetch and Zalando which has its headquarters in Germany are two of the best examples of such companies.

Number of e-commerce users in Europe from 2017 to 2024

Number of users in millions
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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 eCommerce market can be found here

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