Market size of B2C e-commerce in Europe 2019, by country

The United Kingdom appeared to have Europe's biggest B2C e-commerce market in 2019. UK consumers spent 200 billion euros on online purchases, roughly twice as much as their French counterparts, who ranked second. Germany was Europe's third-biggest online market, with a revenue of roughly 60 million euros. This picture changes, however, when looking at the share of e-commerce within a country's GDP. Denmark, Norway, the Netherlands, and Belgium join the UK and France as countries where online shopping made up more than three percent of GDP. This confirms a trend observed in the online shopper penetration within different European countries.

What do European consumers buy online?

More than half of the UK, German and Dutch consumers bought fashion or sportswear online, whereas this percentage was lower in Belgium, France and Italy. In 2019, around 60 percent of the consumers in the Netherlands and the United Kingdom used online shopping for either clothes or sports goods. On the other hand, online grocery shopping was less common in Europe. Just over one-third of consumers from the Netherlands bought food or groceries online in 2019, a number higher than those registered in Belgium, Germany, France, Italy and the United Kingdom.

How does Europe prefer to pay online?

Debit cards ranked as the most popular online payment method. One out of five Europeans preferred to use Fintech payment applications for their online purchases in 2019. Apple Pay and Google Pay, however, are not part of this. These Silicon Valley applications were only being used by roughly three percent of respondents. Fintech payment applications can include various things, such as PayPal but also domestic payment solutions. The use of PayPal varied across the continent but did record a noticeable user increase in the wake of the coronavirus pandemic in 2020.

Online shopping market size in 25 countries in Europe in 2019

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Release date

July 2019



Survey time period


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all figures provided are forecasts

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