Europe: e-commerce penetration rate 2017-2025

The penetration rate of the e-commerce market across Europe was highest in the United Kingdom and Germany in 2021. Spain and France rank slightly lower with 74.1 and 63.4 percent. E-commerce penetration is lowest in Italy. The Statista Digital Market Outlook estimates that the penetration rate in all countries will increase. In the UK, the rate is expected to increase to around 84.2 percent by 2025.

E-commerce penetration rates in select European countries from 2017 to 2025

Characteristic	United Kingdom	Germany	Spain	France	Italy
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Supplementary notes

Data provided by Statista Market Outlooks are estimates

The eCommerce market comprises the sale of physical goods via a digital channel to a private end consumer (B2C). This definition encompasses purchases via desktop computers (including notebooks and laptops) as well as purchases via mobile devices (e.g., smartphones and tablets). The following are not included in the eCommerce market: digitally distributed services (see instead: eServices), digital media downloads or streams, digitally distributed goods in B2B markets, and the digital purchase or resale of used, defective, or repaired goods (reCommerce and C2C). All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

All figures are estimate. A detailed methodology can be found in the Statista Market Outlook.

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