Xin Ou
Research expert covering Greater China
Online shopping behavior in Europe - statistics & facts
Over the past decade, it has become clear that e-commerce is increasingly becoming a mainstay in the European economy. In 2024, e- commerce accounted for almost 20 percent of the enterprises‘ revenue in the European Union. In other terms, online retail and, by extension, online shopping among consumers, have become very common in Europe, and both continue to grow consistently. With this growth, new behaviors and preferences have developed among e-commerce consumers.