What is the market share of online shopping in Europe? Within the EU-27, 68 percent of consumers aged 16 to 74 years used e-commerce at least once in 2022. The country with the highest e-commerce penetration was Norway, with around 92 percent of its people purchasing goods or services online. Percentages were different among the European countries, though. In Germany, for example, 76 percent of consumers used e-commerce, whereas these values reached 70 percent in Hungary and 30 percent in Albania. E-commerce revenue in Europe is expected to reach 902.3 billion U.S. dollars in 2027.
Amazon seems to be one of the drivers behind e-commerce in Europe…
Amazon has a presence in some of Europe’s larger countries, such as France, Germany, Italy, Spain and the United Kingdom, with its online store and its membership Amazon Prime. Amazon’s Europe division is headquartered in Luxembourg. Amazon EU S.à r.l. reached a revenue of roughly 51.3 billion euros in 2022.
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Share of consumers who used online shopping in the past 12 months in Europe in 2022, by country
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Eurostat. (September 19, 2023). Share of consumers who used online shopping in the past 12 months in Europe in 2022, by country [Graph]. In Statista. Retrieved April 15, 2025, from https://www.statista.com/statistics/915310/e-commerce-use-of-consumers-in-the-european-union-by-country/
Eurostat. "Share of consumers who used online shopping in the past 12 months in Europe in 2022, by country." Chart. September 19, 2023. Statista. Accessed April 15, 2025. https://www.statista.com/statistics/915310/e-commerce-use-of-consumers-in-the-european-union-by-country/
Eurostat. (2023). Share of consumers who used online shopping in the past 12 months in Europe in 2022, by country. Statista. Statista Inc.. Accessed: April 15, 2025. https://www.statista.com/statistics/915310/e-commerce-use-of-consumers-in-the-european-union-by-country/
Eurostat. "Share of Consumers Who Used Online Shopping in The past 12 Months in Europe in 2022, by Country." Statista, Statista Inc., 19 Sep 2023, https://www.statista.com/statistics/915310/e-commerce-use-of-consumers-in-the-european-union-by-country/
Eurostat, Share of consumers who used online shopping in the past 12 months in Europe in 2022, by country Statista, https://www.statista.com/statistics/915310/e-commerce-use-of-consumers-in-the-european-union-by-country/ (last visited April 15, 2025)
Share of consumers who used online shopping in the past 12 months in Europe in 2022, by country [Graph], Eurostat, September 19, 2023. [Online]. Available: https://www.statista.com/statistics/915310/e-commerce-use-of-consumers-in-the-european-union-by-country/
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