European E-Commerce Report 2021
The 2021 Report, jointly published by Ecommerce Europe and EuroCommerce, presents the main figures and trends related to the e-commerce sector in Europe, with country-by-country and sectorial analyses, interviews with heads of leading national ecommerce associations and other valuable information for merchants, policymakers and other stakeholders.
The 2021 report shows that Western Europe is the strongest region in terms of B2C e-commerce turnover, holding 64% of the total turnover for 2020. Southern Europe follows in second place with just 16% of total turnover, while Central Europe (8%), Northern and Eastern Europe (both 6%) come in last. The leaders in B2C e-commerce turnover remain the United Kingdom (€236 billion), France (€112 billion), Germany (€93.6 billion), and Spain (€68.4 billion). However, the highest growth rates in e-commerce turnover were found in Greece (77%), Moldova (49%), Russia (41%), Switzerland, North Macedonia (37%), and Sweden (36%).
Other key findings show that internet use in Europe increased to 89% in 2020, up from 87% in 2019 and 85% in 2018, with Western Europe (95%) catching up with Northern Europe (96%). The number of online shoppers increased faster during 2020 than in the last 4 years with 71% of the population having purchased from an e-store (up from 66% in 2019, and 64% in 2018). Western Europe boasts the highest share of e-shoppers (86%), followed by Northern European consumers (82%). The United Kingdom had the highest share of online shoppers (92%), followed by the Netherlands (91%), Denmark and Switzerland (90%), Germany and Norway (87%), and Sweden (86%). The lowest share of online shoppers was found in for instance Moldova (34%), Albania (37%), Ukraine and North Macedonia (40%), Bulgaria (42%), and Russia (43%).