Europe’s total e-commerce revenues increased 11% last year, pushing to €534 billion. This year, a growth rate of 13% is expected, making e-commerce in Europe worth €602 billion in 2018. If you take into account that the industry was worth “just” €307 billion 5 years ago, that is no small chunk of change.

Computer with Euros and Cart
© Jne Valokuvaus /

European E-commerce continues to be on its way up – so says the European B2C Ecommerce Report by Ecommerce Europe, reported here by

chart of EU e-commerce growth
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Regional Differences

Most European e-commerce is still being generated in Western Europe, which makes up approximately 68% of total European online retail turner. Southern Europe, Northern Europe and Eastern Europe show much lower shares of e-commerce with 12%, 8% and 6% respectively. The funny thing is, these regions have the fastest-growing e-commerce. Romania, for example, showed an increase in the industry of 37%.

At The Top

The United Kingdom (€178 billion), France (€93.2 billion) and Germany (€93 billion) are, again, at the top of the European e-commerce revenues mountain. Together they bring in ⅔ of the total turnover in European e-commerce.

The Marketplaces

Amazon and eBay are very dominant if you take a look at their website rankings. However, Alibaba Group is slowly moving in from the Eastern countries, which could take over the dominance of US marketplace giants Amazon and eBay.

Map of Ecommerce Marketplace Usage
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European Cross-border

When people were asked what platform their last cross-border online purchase took place at, one in four consumers shopped at Amazon, followed by Alibaba/Aliexpress (14%), eBay (8%) and Wish (8%). The data showed Amazon was the most popular cross-border webshop in Luxembourg (72%) and Austria (64%), while eBay is at the top in Cyprus (63%). AliExpress was most popular in Russia (69%) and the Netherlands (35%).

Macedonians and Portuguese Love Cross-border

Cross-border is big business in Macedonia and Portugal, with consumers racking up the highest percentage of cross-border purchases (85%). Luxembourg (79%), Switzerland (64%) and Iceland (63%) follow in cross-border purchases.

The highest cross-border online purchase growth rate belongs to Slovenia, with 6%. That’s more than in countries such as Luxembourg, the Netherlands, Germany and Finland, that all had a 5% growth rate last year.

38% Cross-border Sales

All together, 38% of all online shoppers in Europe ordered abroad in 2017, with half of those ordering goods and services on the Internet from sellers in their fellow EU countries.