Like the Asia-Pacific region, Europe is a diverse and evolving region in terms of cultural and socioeconomic trends. The EU is leading the effort to bring regulatory consistency across the countries featured on our report series. Success in Europe requires merchants to stay abreast of evolving rules related to consumer privacy and unique shopping and payment preferences across the region.
Austria Ecommerce Market
Austria’s e-commerce growth is beginning to pick up pace with cross-border shopping taking the lead. To date, Austrians have been relatively slow to take up mobile commerce. Austria is a highly-banked nation in which cards are the preferred e-commerce payment method.
Belgium Ecommerce Market
In Belgium, consumers have thus far been cautious in adopting online shopping, but the country is poised for future growth across mobile and desktop channels. Cards are Belgians’ preferred
e-commerce payment method. The Belgian state postal service has ambitions of becoming the European e-commerce delivery leader.
Czech Republic Ecommerce Market
The Czech Republic is one of the fastest growing e-commerce markets in Europe. Cash, card and bank transfer equally represent preferred e-commerce payment methods. Cross-border sales are currently a small percent of total e-commerce sales, though international merchants do not currently face significant barriers to market entry.
Denmark Ecommerce Market
Denmark offers consumers one of the world’s most seamless physical and digital experiences, so even in this well-established market, e-commerce growth continues. Cards are the preferred method of payment for e-commerce purchases. Cross-border merchants should be prepared to meet the high demand of Danish consumers.
Finland Ecommerce Market
Environmentally-conscious, Finland appears to be measured in its discretionary spending. Overall e-commerce growth is expected to slow through 2024 with mobile commerce continuing to grow at a steady rate. Domestic networks drive the popularity of bank transfers for
e-commerce payments. Germany is the preferred cross-border e-commerce market.
France Ecommerce Market
France is a highly-regulated, yet high-spending e-commerce market that seamlessly blends digital and physical customer experiences—though adoption of mobile commerce has been relatively slow. Cards are by far the most common form of payment for e-commerce purchases. For those willing and able to follow the rules, France presents great opportunity for international merchants.
Germany Ecommerce Market
Germany is among the largest e-commerce markets in Europe and is served by domestic and cross-border merchants alike. German consumers have extremely high standards for quality and value and thoroughly research merchandise prior to purchase. Buy now, pay later is very popular among German consumers followed by digital wallets and direct debit payments.
Ireland Ecommerce Market
Ireland is a nation of confident desktop and mobile e-commerce shoppers who eagerly embrace digital innovation. Cross-border spending currently makes up more than half of total e-commerce spending. Among the Irish, cards are the most favored e-commerce payment method followed by digital wallets.
Italy Ecommerce Market
After a difficult 2020, Italian e-commerce growth appears to be getting back on track, driven by cross-border sales and the popularity of travel, fashion and electronics. After decades of cash being the preferred method of payment, digital payment methods are now heavily supported and promoted by the Italian government. Social media and mobile commerce are increasingly important ways to connect and transact with younger Italians.
Luxembourg Ecommerce Market
Though geographically small, Luxembourg may offer big opportunities for international brands. Slow-but-steady e-commerce growth is being driven in part by the surging popularity of mobile commerce. Domestic bank transfers are the top e-commerce method of payment in a country where cross-border shopping dominates.
Norway Ecommerce Market
Norwegian consumers are digitally sophisticated and show a strong preference for cross-border shopping and card payments. Mobile and social commerce provide excellent opportunities to connect and transact with consumers in this strong and growing market.
Netherlands Ecommerce Market
Consumers in the Netherlands have thus far demonstrated a preference for domestic
e-commerce marketplaces and have been relatively slow to adopt mobile and social commerce. The country’s world-leading logistical capabilities could create the potential for significant cross-border e-commerce sales in the future.
Poland Ecommerce Market
In Poland, e-commerce is positioned for growth, driven by simplified access to fashion, travel, electronics and media. The leading local e-commerce platform is facing new competition from Amazon as both strive to connect and transact with Polish consumers who are willing and able to shop and buy in new ways.
Portugal Ecommerce Market
In Portugal, e-commerce is set for steady growth through 2024. Mobile apps are preferred to desktop browsers for e-commerce shopping and open invoice is Portugal’s top online payment method. The majority of Portuguese shoppers have made at least one purchase from another country.
Spain Ecommerce Market
The global pandemic significantly changed the way the Spanish shop—and likely for the long-term. Online shopping, particularly for groceries, rapidly increased in 2020. The popularity of mobile technology is set to make Spain a mobile-first e-commerce market in which cards are the dominant payment method.
Sweden Ecommerce Market
Sweden has steadily growing e-commerce sales with domestic merchants thus far outpacing the giant international brands. In 2021, only 20 percent of e-commerce transactions were cross-border. Sweden is recognized as the birthplace of buy-now, pay later where the practice, along with bank transfers, continue to grow in popularity.
Switzerland Ecommerce Market
Switzerland represents a digitally confident and economically empowered e-commerce market where desktop shopping dominates. A multilingual nation, the Swiss prefer to use bank transfers when making e-commerce purchases enabled by SwissPost. Sustainability and ethical supply chains are matters of importance to Swiss consumers.
Turkey Ecommerce Market
Turkey represents much potential for domestic and international merchants as consumers begin to warm to the convenience of online and mobile commerce, particularly so-called “super apps.” Turkish regulators are keen to protect consumers from misleading advertisers and influencers. Cards are the dominant form of e-commerce payment and major online shopping events are increasing in popularity.
The UK is a stable and growing e-commerce market in which consumers are willing and able to adopt new ways to shop and pay. UK consumers have very high expectations for quality before, during and after every shopping and payment experience. Cross-border e-commerce is well-established and continues to grow.