Adriana Sas
Research expert covering the Polish market
E-commerce in CEE - statistics & facts
In 2023, Central and Eastern Europe (CEE) was home to about 170 million people, excluding Russia, which spent over 37 million U.S. dollars on e-commerce. Each country has its peculiarities and characteristics. Slovaks dominate among those ordering online, Russians love to buy cross-border, and Czechs have the highest e-commerce share in the retail market. And despite the region's countries being poorer than their Western neighbors, the growth rate of the e-commerce industry is far ahead of Western markets.
The war in Ukraine has affected the e-commerce market. While online spending has significantly dropped, CEE e-commerce revenues are projected to grow to 69 million U.S. dollars by 2029, showcasing the market's stability and potential for recovery.
Digitalization has helped the market grow
In recent years, CEE has experienced higher growth rates in e-commerce sales than many Western European countries. CEE countries have also achieved one of the higher digitalization rates in Europe, which significantly impacts the growth rate of the e-commerce sector. Technological development has positively influenced the popularity of e-commerce. Digitalization has also made accessing foreign markets easier for many companies and consumers. In many countries, cross-border is one of the main methods of purchasing products unavailable locally or at more affordable prices. Regarding value, the B2C e-commerce market leader in Eastern Europe was Russia, while in Central Europe, it was Poland.Regional marketplaces dominate Amazon
In 2023, the share of e-shoppers in four CEE countries (Slovakia, Czechia, Hungary, and Estonia) exceeded the average for the European Union. In many countries of the region, the online channel's share in the entire retail market accounted for more than 10 percent, meaning that the remainder went to brick-and-mortar shopping. In terms of e-commerce platforms, the CEE market is quite diverse. Unlike in Western Europe, where Amazon and eBay dominate, the CEE market is primarily controlled by regional platforms. This presents a unique opportunity for business owners to tap into the local market and leverage the popularity of these platforms. Amazon's biggest regional competitors are Allegro, Alza, Emag, and Pigu.Clothing is the most purchased category online
The e-commerce channel is chosen primarily for its wide choice of products and convenience. The price is also significant, often lower than in stores. CEE's most popular online shopping categories are clothing, footwear, and accessories, reflecting the region's consumer preferences. Most consumers spent between 100 and 500 euros in the past three months, with the Czechs accounting for the highest percentage of those spending between 500 and 1,000 euros. On the other hand, Estonia had the highest average online spending among CEE countries in 2022, measured at over 1,527 U.S. dollars per capita. Czechia and Poland followed it.The war in Ukraine has affected the e-commerce market. While online spending has significantly dropped, CEE e-commerce revenues are projected to grow to 69 million U.S. dollars by 2029, showcasing the market's stability and potential for recovery.
