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Europe B2C E-Commerce Market 2019

Europe B2C E-Commerce Market 2019

Europe’s B2C E-Commerce market is the third largest worldwide in 2019

Continued growth of online retail sales in Europe
The B2C E-Commerce market in Europe is the third largest worldwide, outranked by Asia-Pacific and North America. Despite the advancing maturity of digital commerce in the top markets of Western Europe, online retail sales are projected to continue to rise at a double-digit rate regionwide in 2019. The growth is spurred by developing trends such as mobile and cross-border online shopping.

Eastern Europe outpacing the West in terms of growth
Eastern Europe’s B2C E-Commerce sales are projected to grow faster than those in Western Europe in 2019, although the latter holds a significantly higher share of the region’s online sales volume. In both sub-regions, online and mobile shopper penetration is on the rise as more consumers discover the advantages of making purchases from the Internet. Local B2C E-Commerce market players are benefitting from the upward trend, but face strong competition from US-based Amazon in the West, and China’s AliExpress in the East.


1. Management Summary
2. Regional Overview
Breakdown of Global B2C E-Commerce Sales by Region, in %, 2019f
Retail E-Commerce and M-Commerce Growth Rate, by Global Regions, in %, 2019f vs. 2018
B2C E-Commerce Sales in Europe, in EUR billion, and Year-on-Year Change, in %, 2013 - 2019f
Breakdown of B2C E-Commerce Sales in Europe by Sub-Regions, in %, 2018
Top 10 Countries Worldwide by Retail E-Commerce Sales, in USD billion, by Canada, China, India, Germany, France, Japan, Russia, South Korea, the UK, the USA, 2018 & 2019f
Retail E-Commerce Sales in the EU5, in USD billion, and Year-on-Year Change, in %, 2018-2022f
Retail E-Commerce Sales in the EU5, in USD billion, by Country, 2019f
Top Product Categories Purchased Online, in % of Online Shoppers in the EU, 2018
Breakdown of E-Commerce Transactions by Payment Method, in %, April 2018
Breakdown of Maximum Acceptable Delivery Times, in % of Online Shoppers, by Belgium, Germany, France, Italy, the Netherlands, the Nordics, Poland, Spain and the UK, May 2018
Internet Penetration in the EU, by Country, in % of Individuals, 2012 – 2018
Online Shopper Penetration in the EU, by Country, in % of Individuals, 2012 – 2018
Cross-Border Online Shopper Penetration in the EU, by Country, in % of Online Shoppers, 2017 & 2018
3. Advanced Markets
3.1. UK
3.1.1. Trends
B2C E-Commerce Market Overview and International Comparisons, September 2019
M-Commerce Sales, in GBP billion, 2019f & 2024f
Key Figures about Click and Collect, incl. Click & Collect Growth Rate, 2018-2023f, Click & Collect Sales, in GBP billion, 2023f, Click & Collect Share of Total E-Commerce Sales, in %, 2023f, Clothing and Footwear’s Share of Click & Collect Sales, in %, 2018, Click & Collect Customer Satisfaction Rate, in %, 2018, and Share of Customers Who Bought an Additional Item When Collecting an Order, in %, 2018
3.1.2. Sales & Shares
Retail E-Commerce Sales, in GBP billion, and Share of Total Retail Sales, in %, 2017 – 2023f
Retail E-Commerce Sales, in GBP billion, 2018 & 2023f
B2C E-Commerce Share of Total Retail Sales, in %, 2013 – 2018 & Q1-Q2 2019
3.1.3. Internet Users & Online Shoppers
Number of Internet Users, in millions, and Penetration, in % of Adults, by Frequency of Use, 2013 - 2019
Online Shopper Penetration, in % of Adults, 2013-2019
3.1.4. Products
Product Categories Purchased Online, in % of Adults, 2019
3.1.5. Payment
Breakdown of E-Commerce Transactions by Payment Method, in %, April 2018
3.1.6. Delivery
Delivery-Related Reasons for Shopping Cart Abandonment, in % of Online Shoppers Who Abandoned a Shopping Cart for a Delivery-Related Reason, 2018
3.1.7. Players
Top 10 E-Commerce Websites by Audience Reach, in % of Internet Users, September 2018
3.2. Germany
3.2.1. Trends
B2C E-Commerce Market Overview and International Comparisons, September 2019
Devices Used for Shopping Online, in % of Online Shoppers, 2017 & 2018
Breakdown of Research and Purchase Channels Used, in % of Consumers, 2015, 2019e & 2021f
3.2.2. Sales & Shares
B2C E-Commerce Sales, in EUR billion, by Three Comparative Estimates, and CAGR, in %, 2017 – 2023f
B2C E-Commerce Share of Total Retail Sales, in %, by Two Comparative Estimates, 2017 - 2023f
3.2.3. Internet Users & Online Shoppers
Number of Internet Users, in millions, and Penetration, in % of Individuals, 2012 - 2018
Number of Online Shoppers, in millions, and Penetration, in % of Internet Users, 2012 - 2018
3.2.4. Products
Product Categories Purchased Online, in % of Online Shoppers, 2017 & 2018
B2C E-Commerce Sales, by Product Category, in EUR billion, 2017 & 2018
3.2.5. Payment
Breakdown of B2C E-Commerce Product Sales by Payment Methods, in %, 2017 & 2018
3.2.6. Delivery
Criteria Applied to Choosing an Online Shop to Buy From, in % of Online Shoppers, 2018
3.2.7. Players
Top 10 Online Shops, by Sales, in EUR million, 2018
3.3. France
3.3.1. Trends
M-Commerce Share of Retail E-Commerce Sales, in %, 2019f
Devices Used for Shopping Online, in % of Online Shoppers, 2018
3.3.2. Sales & Shares
B2C E-Commerce Sales, in EUR billion, 2016 - 2019f
B2C E-Commerce Share of Retail E-Commerce Sales, in %, 2018
Retail E-Commerce Sales, in EUR billion, and Share of Total Retail Sales, in %, 2017 – 2023f
3.3.3. Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2012 - 2018
Online Shopper Penetration, in % of Individuals, 2012 - 2018
3.3.4. Products
Product Categories Purchased Online, in % of Online Shoppers, 2017 & 2018
3.3.5. Payment
Payment Methods Preferred in E-Commerce, in % of Online Shoppers, July 2018
3.3.6. Delivery
Delivery Methods Used in E-Commerce, in % of Online Shoppers, 2018
3.3.7. Players
Top 10 Online Shops, by Sales, in EUR million, 2018
3.4. Spain
3.4.1. Trends
Devices Used for Shopping Online, in % of Online Shoppers, June 2019
Breakdown of Research & Purchase Channels Used, in % Online Shoppers, June 2019
3.4.2. Sales & Shares
B2C E-Commerce Sales, in EUR billion, and Year-on-Year Change, in %, 2015 - 2019f
B2C E-Commerce Share of Retail Sales, in %, 2018 & 2022f
3.4.3. Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2012 - 2018
Online Shopper Penetration, in % of Individuals, 2012 - 2018
3.4.4. Products
Product Categories Purchased Online, in % of Online Shoppers, 2017 & 2018
3.4.5. Payment
Payment Methods Used in E-Commerce, in % of Online Shoppers, 2017 & 2018
3.4.6. Delivery
Factors Most Important to Customer Satisfaction in E-Commerce, in % of Online Shoppers, June 2019
3.4.7. Players
Top 10 Online Shops, by Sales, in EUR million, 2018
3.5. Italy
3.5.1. Trends
M-Commerce Sales, in EUR billion, and M-Commerce Share of B2C E-Commerce Sales, in %, 2017 – 2019f
Cross-Border Imports Share of B2C E-Commerce Sales, in %, 2018e
3.5.2. Sales & Shares
B2C E-Commerce Sales, in EUR billion, 2015 – 2019f
B2C E-Commerce Share of Retail Sales, in %, 2018 & 2019f
3.5.3. Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2012 - 2018
Online Shopper Penetration, in % of Individuals, 2012 - 2018
3.5.4. Products
B2C E-Commerce Sales by Category, by Products and Services, in EUR million, and Year-on-Year Change, in %, 2018 & 2019f
Product Categories Purchased Online, in % of Online Shoppers, 2017 & 2018
3.5.5. Payment
Payment Methods Preferred in E-Commerce, in % of Online Shoppers, July 2018
3.5.6. Delivery
New Delivery Options Introduced, in % of E-Commerce Companies, 2018
3.5.7. Players
Top 10 Online Shops, by Sales, in EUR million, 2018
4. Emerging Markets
4.1. Russia
4.1.1. Trends
B2C E-Commerce Market Overview and International Comparisons, September 2019
B2C E-Commerce Sales, in RUB billion, and Breakdown by Domestic Sales and Cross-Border Imports, in %, 2013 – 2019f
Breakdown of Devices Used in the Latest Online Purchase from Russian and Foreign Online Stores, in % of Online Shoppers, 2017 & 2018
Social Commerce Shopper Penetration, in % of Internet Users, and Types of Social Commerce Platforms Used, in % of Social Commerce Shoppers, 2018
4.1.2. Sales & Shares
B2C E-Commerce Sales Forecasts, in RUB billion, by Six Comparative Estimates, 2016 – 2023f
B2C E-Commerce Share of Total Retail Sales, in %, 2018 & 2024f
4.1.3. Internet Users & Online Shoppers
Number of Active Internet Users, in millions, and Penetration, in % of Population, 2013 - 2018
Number of Online Shoppers, in millions, and Penetration, in % of Population, 2013 - 2018
4.1.4. Products
Breakdown of Domestic B2C E-Commerce Sales by Product Categories, in %, 2018
Product Categories Purchased Online, in % of Online Shoppers, 2017 & 2018
4.1.5. Payment
Payment Methods Used in E-Commerce, in % of Online Shoppers, 2017 & 2018
4.1.6. Delivery
Number of Parcels Delivered in E-Commerce, by Delivery Method, in millions, Share, in % of Total Number of Parcels, and Change, in %, 2016 & 2018
4.1.7. Players
Top 10 Online Shops, Ranked by Sales, incl. E-Commerce Sales, in RUB million, Number of Orders, in thousands, Average Check, in RUB, Y-o-Y Change, and Main Product Category, 2018
4.2. Poland
4.2.1. Trends
B2C E-Commerce Market Overview and International Comparisons, September 2019
Devices Used for Online Shopping, in % of Online Shoppers, April 2018 & April 2019
Breakdown of O2O Approaches Used in the Last Purchase, in % of Online Shoppers and Mobile Shoppers, May 2019
4.2.2. Sales & Shares
B2C E-Commerce Sales, in PLN billion, 2013 – 2019f
B2C E-Commerce Share of Total Retail Sales, in %, 2018
4.2.3. Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2012 - 2018
Online Shopper Penetration, in % of Individuals, 2012 - 2018
4.2.4. Products
Product Categories Purchased Online, in % of Online Shoppers, 2017 & 2018
4.2.5. Payment
Payment Methods Used in E-Commerce, in % of Online Shoppers, May 2019
4.2.6. Delivery
Delivery Methods Used in E-Commerce, in % of Online Shoppers, April 2019
4.2.7. Players
Top E-Commerce Websites Most Associated with Online Shopping, in % Internet Users, April 2018 & April 2019
4.3. Turkey
4.3.1. Trends
Shopping Activities Carried Out Online, in % of Internet Users, Q2 2018
Cross-Border Online Shopper Penetration, in % of Online Shoppers, by Purchased from Any Foreign Country, From EU Countries and From Non-EU Countries, 2013 - 2018
4.3.2. Sales & Shares
E-Commerce Sales by Segment, in TRY billion, 2017 & 2018
E-Commerce Share of Total Retail Sales, in %, 2014 - 2018
4.3.3. Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2012 - 2019
Online Shopper Penetration, in % of Individuals, Q1 2018 & Q1 2019
4.3.4. Products
Product Categories Purchased Online, in % of Online Shoppers, Q1 2018 & Q1 2019
4.3.5. Payment
Breakdown of E-Commerce Transactions by Payment Method, in %, April 2018
4.3.6. Delivery
Share of Online Shoppers Whose Purchase Decision Is Affected by Delivery Costs and Speed, in %, February 2018
4.3.7. Players
Top 10 E-Commerce Platforms Purchased From, by Product Category, in % of Online Shoppers Purchasing Each Category, September 2018
4.4. Czech Republic
4.4.1. Trends
Devices Used to Shop Online, in % of Online Shoppers, June 2018
4.4.2. Sales & Shares
B2C E-Commerce Sales, in CZK billion, 2018 & 2019f
B2C E-Commerce Share of Retail Sales, in %, 2018
4.4.3. Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2012 - 2018
Online Shopper Penetration, in % of Individuals, 2012 - 2018
4.4.4. Products
Product Categories Purchased Online, in % of Online Shoppers, 2017 & 2018
4.4.5. Payment
Payment Methods Preferred in E-Commerce, in % of Online Shoppers, July 2018
4.4.6. Delivery
Delivery Methods Preferred in E-Commerce, in % of Online Shoppers, June 2018
4.4.7. Players
Top 5 Online Shopping Websites, incl. Total Number of Visits on Desktop and Mobile, in millions, Czech Republic’s Share of Total Visits on Desktop, in %, Average Visit Duration, Pages Per Visit and Bounce Rate, September 2019
4.5. Greece
4.5.1. Trends
Breakdown of Main Devices Used to Shop Online, in % of Online Shoppers, 2018
4.5.2. Sales & Shares
B2C E-Commerce Sales, in EUR billion, 2018 & 2019f
4.5.3. Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2012 - 2018
Online Shopper Penetration, in % of Individuals, 2012 - 2018
4.5.4. Products
Product Categories Purchased Online, in % of Online Shoppers, 2017 & 2018
4.5.5. Payment
Top Payment Methods Used in E-Commerce, in % of Online Shoppers, 2018
4.5.6. Delivery
Top 3 Delivery-Related Problems in E-Commerce, in % of Online Shoppers, 2018
4.5.7. Players
Top 5 Online Shopping Websites, incl. Total Number of Visits on Desktop and Mobile, in millions, Greece’s Share of Total Visits on Desktop, in %, Average Visit Duration, Pages Per Visit and Bounce Rate, September 2019
4.6. Romania
4.6.1. Trends
Devices Used to Shop Online, in % of Online Shoppers, June 2018
4.6.2. Sales & Shares
B2C E-Commerce Sales, in EUR billion, 2017 & 2018
B2C E-Commerce Share of Retail Sales, in %, 2016 - 2018
4.6.3. Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2012 - 2018
Online Shopper Penetration, in % of Individuals, 2012 - 2018
4.6.4. Products
Product Categories Purchased Online, in % of Online Shoppers, 2017 & 2018
4.6.5. Payment
Payment Methods Preferred in E-Commerce, in % of Online Shoppers, July 2018
4.6.6. Delivery
Share of Online Shoppers Demanding Shorter Delivery Times, e.g. Same Day Delivery, in %, 2018
Delivery Methods Preferred in E-Commerce, in % of Online Shoppers, June 2018
4.6.7. Players
Top 5 Online Shopping Websites, incl. Total Number of Visits on Desktop and Mobile, in millions, Romania’s Share of Total Visits on Desktop, in %, Average Visit Duration, Pages Per Visit and Bounce Rate, September 2019
Revenues of the Top 1 E-Commerce Market Player (eMag), in RON billion, 2017 & 2018
4.7. Hungary
4.7.1. Trends
Devices Used to Shop Online, in % of Online Shoppers, June 2018
Number of Cross-Border Online Shoppers, in millions, and Cross-Border E-Commerce Spending, in HUF billion, 2018
4.7.2. Sales & Shares
B2C E-Commerce Sales, in HUF billion, 2014 & 2018
B2C E-Commerce Share of Total Retail Sales, in %, 2018
4.7.3. Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2012 - 2018
Online Shopper Penetration, in % of Individuals, 2012 - 2018
4.7.4. Products
Product Categories Purchased Online, in % of Online Shoppers, 2017 & 2018
4.7.5. Payment
Payment Methods Preferred in E-Commerce, in % of Online Shoppers, July 2018
4.7.6. Delivery
Delivery Methods Preferred in E-Commerce, in % of Online Shoppers, June 2018
4.7.7. Players
Top 5 Online Shopping Websites, incl. Total Number of Visits on Desktop and Mobile, in millions, Hungary’s Share of Total Visits on Desktop, in %, Average Visit Duration, Pages Per Visit and Bounce Rate, September 2019

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