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 2025, e-commerce's share of enterprises' revenue in the European Union reached almost 20 percent, with the e-commerce penetration rate surpassing 60 percent. Online retail and, by extension, online shopping among consumers have become very common in Europe. With this growth, new behaviors and preferences have developed among e-commerce consumers.
