European E-Commerce Report 2019

Posted by Marc Gasser | 27-Jun-2019 18:33:20

The European Ecommerce Report 2019 has just been published. A detailed report which examines the state of e-commerce in Europe and contains selected data to help national and international retailers assess the potential for success in Europe.

Ecommerce Europe is the voice of the European digital commerce sector. With 19 national e-commerce associations, more than 75,000 companies are represented selling goods and services online to consumers in Europe.

Key figures summarised

  • 88% of Swiss online consumers made online purchases in 2018. Switzerland leads this list and Ukraine comes last with only 22%.
  • European B2C e-commerce turnover expected to reach €621 billion in 2019.
  • B2C e-commerce turnover continues to grow at around 13%
  • The largest share of B2C e-commerce revenue is concentrated in Western Europe (66%)
  • Northern Europe has the highest spending per online shopper
  • Portuguese e-shoppers most concerned about payment security concerns
  • Kosovo and Montenegro will shop in-store rather than online

Also exciting are the leading marketplaces, which have been sorted by visitors to the platform.

To the free Download of the European E-Commerce Report. There is also a more comprehensive report for EUR 699.40.


However, despite the progress resulting from good cooperation between EU policy makers and industry in building a harmonized digital single market, European businesses still face obstacles to growth, particularly beyond their national borders. One of the biggest challenges for online merchants remains the lack of a level playing field both in the EU and globally, as players based outside Europe are able to exert significant pressure on the European market.

In this context, European companies need every support from policymakers and regulators to grow in an increasingly competitive global market.

The e-commerce sector is at a turning point

If the European Union wants its businesses to play their full role in a globalised world increasingly characterised by fierce competition from non-EU businesses, it must create a harmonized market and a favourable environment in which European e-commerce businesses can thrive.

EU policy makers

The recent European elections represent the best opportunity for EU policy-makers to take advantage of the forthcoming mandate of the European institutions to develop a strong political vision for the e-commerce sector.

In order to unlock the growth potential of the e-commerce sector and build on the strong foundation set out in this report, important policy objectives need to be achieved in the coming years:

  1. It is crucial to enforce existing rules before new ones are adopted
  2. It is also essential to harmonize key laws and standards so that European businesses can rely on a single set of rules for cross-border transactions
  3. It is also important that rules created at European level are enforceable against non-EU companies operating in the EU
  4. Finally, we need more investment in new technologies and digital education to enable e-commerce companies to shape Europe's digital future

This can be the way to create a harmonized and competitive digital single market where e-commerce will continue to grow at double-digit rates and where businesses can compete globally.

Topics: News

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