Total B2C European e-commerce turnover continued its steady growth in 2025, increasing by 7 per cent, rising from €842 billion to €911 billion.
The figures come from Ecommerce Europe’s and EuroCommerce’s 2026 European E-commerce Report. Total B2C European e-commerce turnover continued its steady growth and increased by 7% in 2025, rising from €842 billion to €911 billion. Taking inflation into account, real growth reached 4% for the total European B2C e-commerce turnover.
The market grew in 2025 despite mounting economic and geopolitical uncertainty, regulatory complexity and uneven enforcement of EU policy. The European Commission’s simplification agenda is widely welcomed; it has yet to deliver tangible reductions in administrative burdens. The report therefore underlines the need for consistent enforcement and a level playing field to ensure fair competition between EU and non-EU-based sellers across the Single Market.
Artificial Intelligence continues to gain traction, creating new opportunities for businesses, including SMEs, as well as consumers, while new payment solutions are making checkout faster and easier. The sector continues to embrace the green transition, with businesses investing in sustainable processes and circular models, while consumers purchase more second-hand goods, and out-of-home delivery and parcel tracking becomes more widespread across Europe.
Commenting on the Report, Luca Cassetti, Secretary General of Ecommerce Europe, stated: “European e-commerce continues to grow despite a challenging environment, demonstrating the sector’s resilience and the added value it brings to the Union’s economy and Single Market. But growth alone is not enough. Businesses need a regulatory environment that supports competitiveness, reduces unnecessary administrative burdens and ensures a truly level playing field between EU and non-EU based operators. We therefore call on the EU institutions to turn the simplification agenda into tangible action, including through practical measures such as an effective EPR One-Stop Shop, while ensuring robust enforcement against serious non-compliance.”
Christel Delberghe, Director General of EuroCommerce, commented: “The €911 billion market shows that e-commerce is now integral to European retail and wholesale. Yet growth will translate into investment only if the Single Market works in practice. The EU needs to bring down internal market barriers and step up enforcement of customs, product safety and environmental rules for every seller targeting EU consumers. At the same time, businesses need room to use artificial intelligence and other digital tools responsibly to innovate and stay competitive.”
