Luxury e-commerce in Europe - statistics & facts

Dior, Gucci, Coco Chanel; Europe is home to the world-renowned luxury brands. In 2023, continent’s market for high-end products was estimated to be worth around 111 billion U.S. dollars. Most high-value purchases happen in traditional brick-and-mortar retail stores; however, e-commerce is forecast to become a bigger part of luxury shopping. By 2027, online sales are estimated to account for one-sixth of the total revenue in Europe. According to website traffic, the United Kingdom, France, Germany, and Italy are among the top ten countries in the global online luxury and jewelry industry, while Spain and Italy are among the fastest-growing markets.

Luxury goes mobile

The majority of luxury e-commerce sales in Europe originate from desktop shopping. However, mobile shopping has become an increasingly important way for consumers to purchase luxury items online. Indeed, mobile luxury shopping is forecast to catch up to desktop shopping by 2027. Mobile commerce makes it easy for consumers to shop anywhere and at any time with the tap of their fingertips, browse through brand apps, and window-shop on social media. European women are more likely to do so than men, while men are more likely to shop via desktop computers. There are significant differences between generations in device usage as well: consumers aged 18 to 39 purchase considerably more luxury brands and services via mobile devices than shoppers aged 40 and over.

Social media drives luxury sales

Due to the growth of m-commerce, social media plays a bigger role than ever in luxury shopping. Social commerce distinguishes itself from traditional e-commerce, as these social platforms offer much more product and brand interaction, as well as a powerful community aspect. Approximately two-fifths of shoppers in France and the United Kingdom consider social media to be an important source of information about luxury fashion. Additionally, consumers engage in social commerce in a variety of ways. Nearly a quarter of European consumers liked a luxury product on a social media platform in 2023, in addition to following brands on social sites, sharing products, and sending direct messages to luxury brands. Product discovery and brand interaction can also lead to purchases. In the third quarter of 2023, around one in six European shoppers had purchased luxury brands and services via social media platforms.
This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.
Published by L. Yltävä, Jan 10, 2024

Key insights

Revenue of the luxury goods market
111bn USD
Online revenue share of luxury consumer goods
13%
Device with largest revenue share of luxury goods
Desktop
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