B2C eCommerce in Southern Europe is showing signs of growth and dynamism, with Greece, Italy, and Portugal standing out for their significant expansion in this sector. According to the European eCommerce Report 2024 by the Amsterdam University of Applied Sciences in collaboration with Ecommerce Europe, these countries are experiencing increases in both eCommerce revenue and digital penetration, driven by the rising adoption of online shopping.
The report highlights how internet penetration and the adoption of digital payment methods are supporting eCommerce across the region, while the digitalization strategies of SMEs are crucial for maintaining market competitiveness. Each country is analyzed based on key metrics—such as revenue, internet users, and online shoppers—to showcase the peculiarities and potential of Southern Europe’s digital market.
Countries analyzed in Southern Europe:
The report highlights how internet penetration and the adoption of digital payment methods are supporting eCommerce across the region, while the digitalization strategies of SMEs are crucial for maintaining market competitiveness. Each country is analyzed based on key metrics—such as revenue, internet users, and online shoppers—to showcase the peculiarities and potential of Southern Europe’s digital market.
Countries analyzed in Southern Europe:
- B2C eCommerce Revenue
In 2023, Greece’s B2C eCommerce market generated €17.3 billion in revenue, representing a 9% growth compared to the previous year. Projections for 2024 estimate further growth to €18.2 billion.
- Internet Penetration
Internet penetration reached 88% among citizens aged 16 to 74, providing a strong foundation for online commerce.
- Online Shoppers
58% of the Greek population made online purchases in 2023, indicating a growing inclination toward eCommerce.
Additional Insights
Greece’s eCommerce market features a balanced distribution between goods and services: goods account for 45% of transactions, while services represent 55%. This diversification enables a wide range of online purchases, with Greek consumers showing interest in both physical products, such as electronics and clothing, and digital services like entertainment and tourism. This balance between goods and services supports the sector’s overall growth and allows retailers to adapt to diverse market needs.
Greece’s eCommerce market features a balanced distribution between goods and services: goods account for 45% of transactions, while services represent 55%. This diversification enables a wide range of online purchases, with Greek consumers showing interest in both physical products, such as electronics and clothing, and digital services like entertainment and tourism. This balance between goods and services supports the sector’s overall growth and allows retailers to adapt to diverse market needs.
- B2C eCommerce Revenue
Italian B2C eCommerce recorded €54.2 billion in revenue in 2023, marking a 13% growth compared to the previous year. Projections for 2024 anticipate reaching €60.7 billion.
- Internet Penetration
In 2023, 88% of Italians aged 16-74 used the internet, further supporting the development of eCommerce.
- Online Shoppers
51% of the Italian population made online purchases in 2023, demonstrating the sector’s maturity.
Additional Insights
According to Roberto Liscia, president of Netcomm, Italian eCommerce is characterized by a growing preference for products of Italian origin, which are seen as synonymous with quality and authenticity. This aligns with Italian consumers’ tendency to value Made in Italy, particularly in food, fashion, and furniture.
Liscia also highlights a significant interest in sustainable practices: many Italian eCommerce businesses are adopting eco-friendly solutions in both packaging and logistics to reduce environmental impact and meet the demand of increasingly conscious consumers.
On the technology front, there is a notable increase in the use of digital payments, especially contactless and mobile methods, which are quickly becoming the standard for online purchases. This transition to faster and safer payment systems complements the growing demand for quick and flexible deliveries, including same-day delivery options and pickup services. The adoption of omnichannel models is another significant trend, with many Italian retailers integrating physical and digital channels to enhance customer experience, offering options such as buy online and pick up in-store or simplified return processes.
These factors make Italy one of the most dynamic and promising markets in Europe, where eCommerce businesses are adopting innovative strategies to effectively respond to changing consumer preferences and market challenges.
According to Roberto Liscia, president of Netcomm, Italian eCommerce is characterized by a growing preference for products of Italian origin, which are seen as synonymous with quality and authenticity. This aligns with Italian consumers’ tendency to value Made in Italy, particularly in food, fashion, and furniture.
Liscia also highlights a significant interest in sustainable practices: many Italian eCommerce businesses are adopting eco-friendly solutions in both packaging and logistics to reduce environmental impact and meet the demand of increasingly conscious consumers.
On the technology front, there is a notable increase in the use of digital payments, especially contactless and mobile methods, which are quickly becoming the standard for online purchases. This transition to faster and safer payment systems complements the growing demand for quick and flexible deliveries, including same-day delivery options and pickup services. The adoption of omnichannel models is another significant trend, with many Italian retailers integrating physical and digital channels to enhance customer experience, offering options such as buy online and pick up in-store or simplified return processes.
These factors make Italy one of the most dynamic and promising markets in Europe, where eCommerce businesses are adopting innovative strategies to effectively respond to changing consumer preferences and market challenges.
- B2C eCommerce Revenue
Portugal reported €9.1 billion in B2C eCommerce revenue in 2023, reflecting a 7% annual growth. Projections for 2024 anticipate further growth to €9.7 billion.
- Internet Penetration
Internet access in Portugal reached 86% among citizens aged 16-74 in 2023, fostering the growth of eCommerce.
- Online Shoppers
Around 56% of Portuguese citizens made online purchases in 2023, showing a strong inclination toward this shopping method.
Additional Insights
Portugal’s eCommerce market is distinguished by increasing demand for digital goods, such as streaming content and software, supported by the rapid adoption of digital payment systems. Government policies are aiding SME digitalization through incentives and grants, encouraging small businesses to strengthen their online presence and compete internationally. Additionally, improved internet connectivity in rural areas is making eCommerce accessible to a broader segment of the population, promoting inclusive and sustainable growth in the sector.
Portugal’s eCommerce market is distinguished by increasing demand for digital goods, such as streaming content and software, supported by the rapid adoption of digital payment systems. Government policies are aiding SME digitalization through incentives and grants, encouraging small businesses to strengthen their online presence and compete internationally. Additionally, improved internet connectivity in rural areas is making eCommerce accessible to a broader segment of the population, promoting inclusive and sustainable growth in the sector.
Final Considerations
Southern Europe has seen significant growth in the B2C eCommerce sector, contributing 19% to Europe’s total turnover in 2023. This result is especially encouraging given the economic and infrastructural challenges still faced by some countries in the region. Projections for 2024 indicate a continued growth trend in both user numbers and revenues, driven by the rapid digitalization transforming consumer habits.
However, challenges remain critical for ensuring solid and sustainable development in Southern Europe’s markets. Data security is essential for earning and maintaining consumer trust, necessitating advanced measures to protect personal information in an increasingly digital shopping landscape.
Technological adoption is also crucial for ensuring competitiveness on a European scale: technologies like artificial intelligence and automation can help businesses improve efficiency and meet the demands of a constantly evolving market.
Finally, the region must continue to support SMEs through policies that provide access to funding and resources needed for innovation. The growing focus on sustainable practices—such as eco-friendly packaging and low-impact delivery models—represents an additional stimulus to build a responsible and future-oriented eCommerce sector across the region.
However, challenges remain critical for ensuring solid and sustainable development in Southern Europe’s markets. Data security is essential for earning and maintaining consumer trust, necessitating advanced measures to protect personal information in an increasingly digital shopping landscape.
Technological adoption is also crucial for ensuring competitiveness on a European scale: technologies like artificial intelligence and automation can help businesses improve efficiency and meet the demands of a constantly evolving market.
Finally, the region must continue to support SMEs through policies that provide access to funding and resources needed for innovation. The growing focus on sustainable practices—such as eco-friendly packaging and low-impact delivery models—represents an additional stimulus to build a responsible and future-oriented eCommerce sector across the region.