Amsterdam University of Applied Sciences: European E-Commerce Report 2021

Amsterdam University of Applied Sciences has released the "European E-Commerce Report 2021". The European continent has a diverse market, and the e-commerce market varies greatly. Digital skills, including internet use, as well as purchasing power, influence e-commerce adoption and growth. During the COVID-19 pandemic, internet usage developed at a normal growth rate, ending the year with 89% of the population accessing the internet (37 countries).

The European e-commerce report includes data from 37 countries across the continent, demonstrating the importance of the EU-27 and 10 neighboring digital economies. Across Europe, the popularity of e-commerce is rising, with the number and share of online shopping consumers increasing year on year. 2020 was the year with the largest increase in the number of online shopping consumers, partly due to the COVID-19 pandemic pushing consumers online. All 37 countries saw an increase in B2C e-commerce turnover, as well as E-GDP (e-commerce as a share of GDP). Turnover growth in Europe has been in the double digits and is expected to continue its upward trend for the foreseeable future.

As in previous years, Western Europe accounted for the highest share of total European e-commerce turnover in 2020, at 64%. It was closely followed by Southern Europe (16%). But in terms of growth, Eastern Europe led the way with a 36% increase, while Western Europe’s growth rate remained modest at 4%. Central and Southern Europe had similar growth rates in 2020, at 28% and 24%, respectively. Eastern Europe’s lagging B2C e-commerce turnover compared to other European regions may be due to the lower penetration of online shopping consumers (41%), which is less than half of Western Europe’s e-commerce penetration (86%).

While the UK has been the economic powerhouse of the EU’s e-commerce industry, the growth and progress of the remaining European online markets has not stood still. 89% of the EU27 population access the internet and 73% of consumers shop online (up from 68% in 2019).

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