Europe: e-commerce penetration rate 2018-2027

The user penetration in the e-commerce market in Europe was forecast to continuously increase between 2023 and 2027 by in total 5.5 percentage points. After the fourth consecutive increasing year, the user penetration is estimated to reach 69.54 percent and therefore a new peak in 2027. Notably, the user penetration of the e-commerce market was continuously increasing over the past years.Find further information concerning the usersPenetration in the e-commerce market by looking at other countries, such as Morocco and Colombia.

Penetration rate of the e-commerce market in Europe from 2018 to 2027

Characteristic	Share of population in percent
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Supplementary notes

Data provided by Statista Market Insights 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.

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