The Best Shopify Clothing Stores in Europe (+ Ecommerce Market)

Ecommerce is a dynamic and growing sector in Europe, which offers many opportunities for Shopify merchants.

The region has a large and diverse ecommerce market, with high internet penetration, cross-border trade and innovation.

Here are 10 valuable stats and insights into the European ecommerce market:

1. Between 2023 and 2027, the ecommerce market in Europe is expected to grow by more than 40 percent.
2. The B2C eommerce in Europe has witnessed a consistent rise in its user base. The user base expanded from 390.6 million (2017) to 523 million (2022). It’s projected to reach 586.3 million by 2027.
3. Online sales channels account for about 20 percent of the revenues of the companies in the European Union, with Ireland leading the continent in this aspect.
4. Cross-border ecommerce spending in the Netherlands has grown by almost 100 percent in less than two years.
5. According to Eurostat, the percentage of EU households with internet access went up from 72% in 2011 to 93% in 2022.
6. Since 2009, the ecommerce share of the total turnover of businesses in the European Union has increased by almost 10 percent.
7. Last year, online retail sales accounted for about a quarter of the total retail sales in the United Kingdom - the country with the most advanced ecommerce market in Europe.
8. The ecommerce user base in the United Kingdom will expand to 62.1 million by 2025.
9. Desktop devices had the highest average order value for online purchases last year, as UK shoppers spent 126 U.S. dollars on average on desktops, compared to 102 dollars on tablets and 86 dollars on mobile phones.
10. A fast and/or reliable delivery, a good returns policy, and the availability of the products were the most important factors for online shoppers in some countries, such as France and Spain.

In summary, the European ecommerce market’s strength is highlighted by its response to global challenges, showcasing flexibility and an innovative spirit.

For instance, cross-border ecommerce within the European Union has notably increased, with good regulations and a single digital market strategy that simplifies transactions across member states.

Moreover, the rise of mobile commerce (m-commerce) and advancements in fintech have streamlined payment processes, providing consumers with seamless and secure transaction experiences.

These strategic advances signal not only the current health of the ecommerce sector in Europe but also its potential for sustained growth and its critical role in the global digital economy.