Charts: Ecommerce in Europe 2023

“Ecommerce Europe” is an association representing 150,000 companies selling goods or services online to consumers in that continent.

The association’s “European E-Commerce Report 2023” (PDF) encompasses 37 countries and includes data and trends surrounding internet penetration, e-shoppers, and B2C ecommerce sales. According to the report, total B2C ecommerce in Europe grew by 6% in 2022, reaching €899 billion (U.S. $944 billion), up from €849 billion in 2021.

The info in the report stems from direct collaboration, interviews, and questionnaires with national ecommerce associations across Europe.

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According to the data, 76% of internet users in Europe shopped online in 2022, increasing to a projected 78% in 2023.

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The U.K. has the highest share of internet users who buy online (95%), followed by The Netherlands (92%) and Norway (92%).

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The report also looks at data for the EU-27 member countries exclusively: Austria, Belgium, Bulgaria, Croatia, Cyprus, Czechia, Denmark, Estonia, Finland, France, Germany, Greece, Hungary, Ireland, Italy, Latvia, Lithuania, Luxembourg, Malta, Netherlands, Poland, Portugal, Romania, Slovakia, Slovenia, Spain, and Sweden.

Per the data, the top popular categories for E.U. e-shoppers in 2022 were clothing and accessories (for physical items) and streaming films (for digital goods).