European E-commerce Report 2026 (Ecommerce Europe)

Summary

• Total European B2C e-commerce turnover increased by 7%, rising from €842 billion to €911 billion in 2025.p.2
• European B2C e-commerce turnover is expected to reach €961 billion in 2026, representing annual growth of around 5%.p.6
• The percentage of Europeans aged 16–74 purchasing goods or services online is forecast to reach 77% in 2026, while European E-GDP is projected at 3.77%.p.6
• Western Europe accounts for 57% of total European B2C e-commerce turnover in 2025, followed by Southern Europe at 22%.p.7
• EU-27 B2C e-commerce turnover is expected to reach €757.3 billion in 2026, with around 72% of consumers shopping online.p.11
• In Finland, e-commerce consignments arriving from outside the EU grew by 46% in 2025 to reach 40.5 million consignments.p.46

Key insights

1. Southern Europe recorded the highest regional B2C e-commerce share of GDP at 4.44% in 2025.p.7
2. Estonian enterprises lead the EU-27 in web sales via their own websites or apps, reaching 97% in 2025.p.12
3. In the Czech Republic, parcel locker availability expanded significantly to reach around 15,000 lockers by the end of last year.p.61
4. Purchases on account in Switzerland are expected to decline to 42% of the e-commerce market in 2025.p.70