Europe

4. Europe

4.1 Regional Overview

• 2024 European B2C ecommerce €819B; Ecommerce Europe / EuroCommerce European E-commerce Report 2025 forecasts 2025 +7% (about €875B).
• Source: https://www.eurocommerce.eu/2025/09/european-e-commerce-report-2025/ ; https://ecommercenews.eu/ecommerce-in-europe-grows-7-percent/
• The growth engine is Eastern/Southeastern Europe: Turkey and Bulgaria lead European ecommerce growth (ECDB).
• Source: https://ecdb.com/blog/turkiye-and-bulgaria-set-the-pace-for-european-e-commerce-growth/5211
• Platforms account for ~61% of European ecommerce, and the share is still rising — marketplaces are the dominant form of European ecommerce.
• Source: https://ecommercenews.eu/marketplaces-account-for-61-of-european-ecommerce/
• Forecast (Europe-5: UK, Germany, France, Spain, Italy): ecommerce retail reaches €565B within 5 years; by 2030 ecommerce will contribute half of retail-sales growth in Europe’s five largest markets (Forrester).
• Source: https://www.forrester.com/blogs/e-commerce-will-drive-half-of-europe-5-retail-sales-growth-by-2030/

4.2 Top Markets (2024–2025)

Definition note: Germany 2025 €83.1B (physical goods only) coexists with about €110B (including services); Italy €90.6B (2025, total definition) coexists with an earlier €62B (2023/24). State the definition when using these figures.

4.3 Cross-border & Platforms

• Cross-border ecommerce: marketplaces are about 61% of European ecommerce; Temu already matches Amazon in cross-border sales; the best-performing cross-border sellers are Nordic omnichannel firms such as Ikea, Jysk, and H&M.
• Source: https://ecommercenews.eu/temu-matches-amazon-in-cross-border-sales/ ; https://trademagazin.hu/en/az-ikea-a-jysk-es-a-hm-vezetnek-europaban-a-hatarokon-atnyulo-online-ertekesitesi-versenyben/
• Amazon Europe: Germany +8.7%, UK +12.7% (2024); 127,000+ European SMEs sell on Amazon.
• Source: https://ecommercenews.eu/amazon-grows-8-7-in-germany-12-7-in-uk/ ; https://www.chwang.com/article/193771005511
• Zalando: FY2025 GMV €17.5B (Europe’s fashion-ecommerce leader).
• Source: https://corporate.zalando.com/en/investor-relations/key-figures-2025
• TikTok Shop: live in 6 European countries as of April 2025 (UK first); targeting 200 million EU users by 2026.
• Source: https://www.oushinet.com/static/content/europe/britain/2025-04-02/1357001579319931176.html ; https://www.sellersprite.ai/en/blog/tiktok-shop-eu-2026-amazon-sellers
• Circular economy: Europe’s online second-hand resale market €21.6B (expected to add another €2B in 2025); Vinted platform 2025 GMV €10.8B (+47%, i.e. sales realized by sellers on the platform).
• Source: https://www.aboutamazon.eu/news/sustainability/second-hand-first-choice-europes-online-resale-market-worth-21-6-billion-expected-to-grow-by-2-billion-in-2025 ; https://bg.fashionnetwork.com/news/Vinted-says-sellers-earned-10-8-billion-through-the-platform-in-2025,1833562.html

4.4 Consumers & Regulation

Consumers: - 78% of EU internet users shopped online in 2025; mobile payments account for 59% of EU ecommerce transactions. - Source: https://ecommercenews.eu/78-of-european-internet-users-bought-online-in-2025/ ; https://cross-border-magazine.com/mobile-payments-in-the-eu-for-ecommerce/ - 40% of European consumers want flexible payment options (BNPL-style). - Source: https://ibsintelligence.com/ibsi-news/want-brand-loyalty-40-of-europeans-wont-settle-for-less-than-flexible-payments/

Regulation — far-reaching impact on Temu/Shein: - EU cheap ecommerce parcel imports +26% in 2025 (driven mainly by Temu/Shein) — Reuters. - Source: https://www.reuters.com/world/china/european-union-imports-cheap-ecommerce-parcels-jump-26-2025-2026-01-26/ - In November 2025 EU member states agreed to end the €150 de minimis exemption; from July 2026 a €3 customs charge applies to every small parcel. - Source: https://www.politico.eu/article/eu-countries-agree-tax-cheap-packages-from-july/ ; https://www.theguardian.com/world/2026/jun/29/eu-introduces-customs-charge-on-small-parcels-to-curb-cheap-chinese-imports

What to watch: - European retail-media spend €13.7B, +21.1% (IAB Europe). - Source: https://ppc.land/european-retail-media-spending-reaches-eu13-7-billion-with-21-1-growth/ - Temu/Shein growth in Europe is slowing but the base is already large; new EU rules will change their "ultra-low-price + direct-mail" model.

3. Europe

Ranking basis: by ECDB 2025 Europe GMV ranking (Amazon ~$232B #1, ≈ the sum of #2–10 at $244B), excluding Russia-local platforms Ozon/Wildberries (essentially unreachable for global merchants); #5 decided by company-disclosed GMV. AliExpress (ECDB #4), Shein (#7), and eBay (CBCommerce #3) are near-list platforms.

⚠️ Definition note: Amazon Europe GMV (ECDB, including 3P) is not directly comparable with Amazon International segment net sales ($142.9B/2024); Allegro PLN 69.2B is a group definition (Poland local PLN 66.4B); Shein "US+EU >$40B" (Modaes) uses a different definition from its US GMV ~$6B and global revenue $41.8B — do not mix.

2025 developments: the EU opened a DSA investigation into Temu (maximum fine 6% of global turnover); from July 2026 a €3/parcel small-package customs charge hits the direct-mail model; Zalando completed the ABOUT YOU acquisition; Vinted Germany turned to profit; AliExpress shifted toward local fulfillment.

Sources (selected): ECDB Europe Top 10 — https://ecommercenews.eu/us-china-and-russia-dominate-europes-ecommerce-top-10/ ; Zalando FY25 — https://corporate.zalando.com/en/investor-relations/zalando-full-year-2025-results ; Allegro FY25 — https://www.chwang.com/news/203238909244 ; Vinted FY25 — https://company.vinted.com/newsroom/financial-results-2025 ; CBCommerce cross-border — https://www.cbcommerce.eu/blog/2025/10/16/sixth-edition-of-the-top-100-cross-border-marketplaces-europe-report-european-cross-border-e-commerce-reaches-new-heights/