E-commerce consumer penetration in Europe 2022, by country

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.

… as well as language.

Language also seems to play a part in online shopping behavior. Consumers from Austria, Belgium, and France had the most cross-border e-ecommerce purchases of European countries in 2022. Belgian consumers, for example, tended to visit the French and English domains from Amazon. As the web shop is not present in the country, Belgians visit the foreign domains or web stores in their language. Countries like Germany and Poland, both with a strongly developed domestic e-commerce market and in their own language, saw less cross-border purchases.