Europe: e-commerce users 2017-2029

The number of people participating in e-commerce has increased significantly over the years. In 2019, before the coronavirus pandemic, the figure stood at an estimated 235 million, which has now risen to approximately 326 million in 2024. According to Digital Market Insights, forecasts suggest that the number of e-commerce users in Europe will reach 446 million by 2029.

Number of B2C e-commerce users in Europe from 2017 to 2029 (in millions)

Characteristic	Number of users in millions
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Supplementary notes

eCommerce, short for electronic commerce, refers to the 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) through a websites or mobile application. The market only displays B2C revenues and users for the above-mentioned markets, hence C2C, B2B and reCommerce is not included.

A detailed methodology can be found in the Statista Market Insights.

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