European eCommerce Report 2024: growth and trends in Western Europe

According to the European eCommerce Report 2024, prepared by the Amsterdam University of Applied Sciences, Western Europe remains one of the most dynamic and advanced regions in the European B2C (business-to-consumer) eCommerce sector, maintaining a leadership position even in an evolving market context. Despite a slight decrease in its overall market share (-1% in 2023 eCommerce revenue compared to the previous year), the region continues to be a pivotal hub for eCommerce, with a robust structure and a wide base of digitally active consumers. This minor decline is considered temporary, as projections for 2024 indicate a robust recovery, with expected growth of 8% that will bring revenue to approximately €612.8 billion, compared to €569 billion in 2023 (-1% from 2022).

The leading Western European markets, including France, Germany, and the United Kingdom, play a prominent role, each with unique characteristics and strategies tailored to the specific needs of local consumers. France emphasizes innovative technology solutions and sustainability, Germany focuses on transaction security and reliability, and the United Kingdom leads in the adoption of advanced digital technologies, marking these countries as reference markets across the continent.

Alongside revenue growth, there has been a significant expansion in Internet access and consumer adoption of eCommerce. Currently, 96% of the population aged 16-74 is connected to the Internet , one of the highest global percentages. Of these users, approximately 82% made online purchases in 2023 , demonstrating that eCommerce has become an integral part of consumer habits in the region. This high Internet penetration and increasing engagement in digital commerce make Western Europe one of the most mature and potentially profitable regions for eCommerce. Its continued development is supported by an advanced technological ecosystem, efficient logistics infrastructure, and favorable policies that aim to foster innovation and sustainability in online business practices.

Western European countries analyzed:

• Belgium
• France
• Germany
• Netherlands
• United Kingdom

Belgium

• B2C eCommerce Revenue
In 2023, Belgium achieved B2C eCommerce revenue of €16.3 billion, marking a significant 22% increase from the previous year. Estimates for 2024 predict further growth, with revenue projected at €17.9 billion.

• Internet Penetration
95% of the Belgian population between the ages of 16 and 74 is connected to the Internet, making Belgium one of the European countries with the highest penetration rates.

• Online Shoppers
  About 75% of the Belgian population made online purchases in 2023, with an expected increase to 76% by 2024, highlighting Belgians’ strong inclination towards digital shopping.

Additional Insights
Belgium, though relatively small in market size, is distinguished by its dynamism and widespread adoption of eCommerce. Local authorities are introducing regulations aimed at promoting transparency and sustainability in the sector. Among the most notable measures is the requirement for online retailers to offer at least two delivery options at the time of purchase and to disclose the CO2 emissions associated with logistics, a significant step toward making eCommerce more eco-friendly.

According to Greet Deckocker, director of BeCommerce, several key trends have emerged:

• Payment and Delivery Preferences: The most popular payment method is Bancontact, followed by PayPal and credit cards. Additionally, Belgium is one of the few countries to use meal and eco-vouchers online, reflecting consumers’ commitment to ecological choices.
• eCommerce Growth: Sectors such as travel, ticketing, and transport have seen strong expansion, especially following the pandemic, which has shifted Belgians’ consumption habits towards purchasing digital experiences and services.
• Marketplace Expansion: More companies are launching their own marketplaces to respond to the growing B2B market. A successful example is AB InBev with its BEES platform, dedicated to the food sector, which represents a strategic response to increasing B2B demand.
• Policies and Regulations: Recent regulations requiring two delivery options and the CO2 declaration by couriers reflect Belgium’s increasing focus on sustainability. Furthermore, in 2026, a law mandating structured electronic invoicing will come into effect, facilitating traceability and transparency in transactions.
• Emerging Technologies: The adoption of artificial intelligence (AI) is increasing, especially in large companies, although it remains limited in many other sectors. Belgium is also working on implementing the Digital Product Passport, a tool that will allow the monitoring of products’ characteristics and origins, significantly impacting traceability and technological innovation.

Belgium thus not only represents a rapidly growing eCommerce market but is also positioning itself as a leader in the adoption of sustainable practices and advanced technologies, creating a progressive and future-oriented digital environment.

France

• B2C eCommerce Revenue
In 2023, France reached a B2C eCommerce revenue of €159.9 billion, marking an 11% increase compared to the previous year. Projections indicate further expansion, with estimated revenue reaching €178.3 billion by 2024.

• Internet Penetration
Approximately 94% of the French population regularly accesses the Internet, confirming the strong spread of digital technology across the country.

 

• Online Shoppers
77% of the French population made online purchases in 2023, up from the previous year. This percentage is expected to continue growing, supported by an increasingly digitized population and an evolving eCommerce offering.

Additional Insights
France has embarked on a path toward sustainability in the eCommerce sector by implementing regulations that promote the sale of second-hand goods and the use of sustainable packaging. At the same time, the French market stands out for its rapid adoption of artificial intelligence (AI) and digital technologies, with numerous companies investing in AI solutions to enhance efficiency, optimize processes, and personalize the user experience.

According to Marc Lolivier, Director General of FEVAD (French eCommerce Federation), eCommerce in France is influenced by several relevant trends and challenges:

• Growth and Consumer Habits: The rising prices of essential goods are leading consumers to carefully consider their purchasing choices, both online and offline. Despite these economic challenges, the food sector has maintained double-digit growth, demonstrating that even in a mature market like France, eCommerce continues to have significant development potential. A recovery in household purchasing power could further boost sales.
• Infrastructure and Technology Ecosystem: France boasts advanced logistics infrastructure and a growing technology ecosystem, supported by the French Tech program. This ecosystem provides innovative solutions for online merchants, facilitating expansion across Europe and supporting trans-European integration of eCommerce services, enabled by the increasing presence of foreign operators.
• Payment and Delivery Preferences: The Buy Now, Pay Later (BNPL) option is gaining popularity, influenced by inflation and declining purchasing power. Simultaneously, pick-up points are becoming an increasingly appreciated option among consumers, contributing to more flexible and sustainable deliveries.
• Sustainability: Sales of second-hand products have seen significant growth, representing 11% of online sales. This trend is driven by both economic factors and a growing ecological awareness among consumers. In response, France has introduced regulations to improve sustainability, with specific requirements for environmental product labeling and waste reduction, also addressing the challenges of harmonizing new rules across Europe.
• Regulations and Legal Challenges: Recent regulations, such as the Digital Services Act and the Digital Markets Act, introduce stricter obligations for marketplaces, while the General Product Safety Regulation imposes new responsibilities on eCommerce merchants. FEVAD supports companies in implementing these regulations, helping them navigate an increasingly complex regulatory landscape.

In conclusion, the French eCommerce market is evolving continuously, where sustainability and technological innovation are central to development strategies, supported by regulations aimed at protecting consumers and promoting responsible business practices. France thus positions itself as an example of how to combine economic growth with environmental awareness in an expanding sector.

Germany

• B2C eCommerce Revenue
In 2023, the German B2C eCommerce sector saw a contraction, with revenue falling from €102.7 billion in 2022 to €93.6 billion. However, forecasts for 2024 indicate a slight recovery, with estimated revenue at €96.5 billion.

 

• Internet Penetration
About 93% of the German population uses the Internet, confirming the widespread digital presence in one of Europe’s largest markets.

 

• Online Shoppers
77% of German Internet users made online purchases in 2023, and this percentage is expected to increase to 80% in 2024, signaling sustained confidence in digital shopping.

 

Additional Insights
Germany is currently affected by economic challenges such as rising energy costs and inflation, factors that have temporarily reduced consumer confidence. Nonetheless, the country remains a strategic eCommerce market in Europe due to its large population and high-level technological infrastructure. The sector is also placing an increasing emphasis on sustainability, with initiatives aimed at reducing packaging use and emissions during deliveries, responding to a more environmentally conscious audience.

According to Martin Groß-Albenhausen, Deputy Director of the Bundesverband eCommerce und Versandhandel Deutschland (BEVH), the German eCommerce market has distinctive characteristics and trends:

• Payment Preferences: German consumers prefer bank transfers as the primary payment method, followed by PayPal and Klarna. Despite the growing popularity of Buy Now, Pay Later (BNPL), this method still represents a small portion of total transactions.
• Growth and Decline Factors: Economic uncertainty related to inflation and energy prices has led to a reduction in online spending, accompanied by an increase in the national savings rate from 11% to 12%. However, wages are rising due to collective agreements, which could stimulate consumption in the coming years.
• Competition and Asian Imports: German consumers are increasingly oriented toward low-cost products from Asia, with platforms like Temu rapidly gaining popularity, becoming one of the top destinations for online shopping.
• Sustainability and Return Management: German eCommerce is known for its focus on reducing returns. Through detailed descriptions and the adoption of advanced technologies such as online avatars for clothing, retailers aim to reduce logistics costs and environmental impact. Furthermore, reCommerce solutions enable the resale of returned products, reinforcing the commitment to a circular and sustainable economy.

Germany continues to be one of Europe’s most advanced and innovative markets, with a growing focus on integrating advanced technologies and sustainability. These aspects are crucial to meeting the needs of consumers increasingly concerned with environmental issues and digitalization trends. With policies aimed at promoting responsible eCommerce practices and a constant focus on logistical efficiency, Germany is poised to further consolidate its leadership position in the European landscape.

Netherlands

• B2C eCommerce Revenue
In 2023, the Netherlands recorded B2C eCommerce revenue of €34.7 billion, marking a 3% increase from the previous year. Projections for 2024 indicate further growth, with estimated revenue of €37.4 billion, consolidating the Netherlands’ position as one of the most advanced markets in Europe.

• Internet Penetration
With approximately 99% of the population connected to the Internet, the Netherlands stands out as one of the most digitalized nations on the continent.

• Online Shoppers
The percentage of online shoppers is remarkably high, with 92% of Internet users making digital purchases in 2023. This figure reflects a strong familiarity with eCommerce and widespread consumer confidence in the Netherlands.

 

Additional Insights
The Netherlands is renowned for its highly developed logistics and technology infrastructure, which have significantly contributed to the growth of eCommerce. The country is distinguished by its widespread adoption of advanced digital technologies and a growing emphasis on sustainability, both critical topics in the Dutch market.

According to Marlene ten Ham of Thuiswinkel.org, the Dutch eCommerce sector is defined by several trends and strategic priorities:

• Sustainability: Sustainability standards are a cornerstone of the Dutch market, with business practices aimed at reducing environmental impact and promoting eco-friendly business models. Retailers and eCommerce companies in the Netherlands adopt concrete measures to reduce emissions related to logistics and optimize delivery processes, meeting growing consumer expectations for environmental responsibility.
• EU Regulations and Regulatory Harmonization: Alignment with European regulations is essential for the Netherlands, facilitating the expansion of Dutch companies into international markets. This harmonization not only improves regulatory compliance but also enhances customer experience, positively impacting delivery quality and operational transparency.

The Netherlands stands out for its cutting-edge logistics network and innovative policies that promote sustainability throughout the value chain. Support for eCommerce companies in adopting technologies such as artificial intelligence and advanced data analytics contributes to making the Dutch market a leader in delivery management, transparency, and environmental impact reduction. In summary, the Netherlands exemplifies the integration of technology, sustainability, and global competitiveness. Thanks to robust logistics infrastructure and a favorable regulatory framework, the country is well-positioned to continue growing, meeting the needs of increasingly sustainability-conscious consumers and a market demanding continuous innovation.

United Kingdom

• B2C eCommerce Revenue
In 2023, the UK’s B2C eCommerce sector reached revenue of €249.4 billion, registering a 5% decline compared to the previous year. However, a 7% recovery is expected in 2024, reflecting the resilience of the British market even in a challenging economic environment.

 

• Internet Penetration
Approximately 98% of the British population has Internet access, one of the highest percentages globally, providing the UK with a strong digital foundation for eCommerce.

• Online Shoppers
With 89% of Internet users making online purchases in 2023, the UK ranks among the European countries with the highest participation in eCommerce, reflecting a purchasing culture deeply integrated into the digital realm.

 

Additional Insights
The United Kingdom stands out as one of the most advanced and innovative eCommerce markets in Europe, supported by top-tier logistics infrastructure and a highly connected environment. Beyond market maturity, the UK continues to lead in adopting cutting-edge technologies such as artificial intelligence (AI) and big data, tools that are transforming the shopping experience through large-scale personalization and process optimization.

The British eCommerce market is supported by several key elements that drive its growth and innovation:

• Advanced Logistics Infrastructure: Thanks to an extremely developed logistics network, the UK offers fast delivery times and high reliability in online transactions, which are crucial to meeting the expectations of a demanding audience accustomed to high-quality service.
• Adoption of Advanced Technologies: The implementation of AI and big data in the eCommerce sector allows retailers to analyze customer preferences in real-time, enhancing personalization and efficiency in the customer journey. This adaptability and innovation make the shopping experience more intuitive and responsive to consumer needs.
• High Propensity for Online Shopping: With one of the highest percentages of digital shoppers in Europe, the UK maintains a strong inclination for online commerce. British consumers are not only accustomed to shopping online but also expect fast and personalized service, encouraging retailers to offer highly competitive experiences.

The combination of advanced technologies, top-tier logistics infrastructure, and a strong focus on personalizing the shopping experience positions the UK as one of the undisputed leaders in the European eCommerce landscape. Looking ahead to 2024, the UK is expected to further strengthen its leadership by leveraging advanced analytics and increasing AI integration, offering consumers smoother and more tailored shopping experiences. In summary, the British market exemplifies how eCommerce can evolve into an integrated, innovative ecosystem oriented toward future consumer needs.

Final Considerations

Western Europe reaffirms itself as a leading region in the B2C eCommerce market, characterized by high digital penetration and advanced infrastructure. France, Germany, the United Kingdom, and the Netherlands serve as key examples, showcasing trends ranging from sustainability to personalization through artificial intelligence adoption. Local regulations encourage eco-friendly practices, and consumer confidence in online platforms is growing, especially in the digital goods and services sectors. The combination of innovation, regulations, and digital culture makes this area a solid and expanding pillar for eCommerce.