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「europe_ecommerce_research_findings.md」原文 · 216 条来源引用

EUROPE ECOMMERCE MARKET — RESEARCH FINDINGS (for bilingual report)

Research compiled via web_search (21 queries). All figures below are as reported by the cited sources; data vintage noted per figure. Conflicting numbers flagged inline. Nothing here is invented — only figures found in the cited sources are included.

1. Europe Overall

Metric Figure Vintage Source
European B2C ecommerce turnover €819 billion 2024 Ecommerce Europe / EuroCommerce "European E-commerce Report 2025" (published Sep 2025), summarized by AMZ123: "24年欧洲电商市场增至8190亿欧元" https://www.amz123.com/t/3rdligDE ; report page: https://www.eurocommerce.eu/2025/09/european-e-commerce-report-2025/ and Ecommerce Europe press release https://ecommerce-europe.eu/press-item/new-growth-in-european-e-commerce-indicates-sectors-ability-to-adapt-and-reinvent/
2025 forecast growth +7% (≈€875bn) 2025 Same 2025 report; ecommercenews "Ecommerce in Europe grows 7 percent" https://ecommercenews.eu/ecommerce-in-europe-grows-7-percent/ ; Chinese summary of report (Nov 2025): https://www.spb.gov.cn/gjyzj/c200007/202511/d27af7d80e6041c99075910f7f25ecc2.shtml
Growth leadership Eastern/Southeastern Europe fastest-growing 2025 CEP Research (Sep 2025): https://www.cep-research.com/2025/09/30/eastern-europe-leads-e-commerce-growth/ ; ECDB: "The Fastest-Growing Markets Are in Southeastern and Eastern Europe" (Türkiye & Bulgaria set the pace) https://ecdb.com/blog/turkiye-and-bulgaria-set-the-pace-for-european-e-commerce-growth/5211
Online share of retail Germany online retail share 13.4% (2026); Europe "Big Five" penetration still rising 2025-26 Eightx: https://eightx.co/blog/germany-online-retail-share ; ECDB: https://ecdb.com/blog/e-commerce-penetration-across-europes-big-five-continues-to-rise/5206
Recovery vs pandemic peak "European e-commerce nears pandemic peak as growth stabilises" 2025 CBRE: https://www.cbre.co.uk/press-releases/european-e-commerce-nears-pandemic-peak-as-growth-stabilises
Forecast (Europe-5: UK/DE/FR/ES/IT) Ecommerce retail to reach €565bn in ~5 years; ecommerce to drive half of Europe-5 retail growth by 2030 2025 Forrester (via China govt. trade portal): https://www.spb.gov.cn/gjyzj/c200007/202502/fdfa6609668c4d69ae659570ef37663b.shtml ; Forrester blog: https://www.forrester.com/blogs/e-commerce-will-drive-half-of-europe-5-retail-sales-growth-by-2030/
Western Europe Sales "beat expectations" vs forecast 2025 eMarketer: https://www.emarketer.com/content/ecommerce-western-europe-continues-beat-previous-expectations

Conflict flag: The "+7%" figure is described by some secondary sources as 2024's achieved growth and by others as the 2025 forecast; the Ecommerce Europe 2025 report itself frames €819bn (2024) with ~7% expected growth in 2025. Check the primary report before final use.

2. Top European Markets (2024-2025)

United Kingdom (largest European market)

Germany

Conflict flag: €83.1bn (2025, goods only) vs €85.4bn-class figures for 2024 and ~€110bn (2025 incl. services) differ by definition (goods-only vs total). Present both with the definitional note.

France

Spain

Italy

Conflict flag: €90.6bn (2025, NETCOMM-style total incl. services) vs €62bn (2023/24) differ by year and scope. Use €90.6bn for 2025.

Netherlands

Poland (fastest-growing large market in EU)

3. Cross-border Ecommerce in Europe

4. Key Platforms

Amazon Europe

Zalando

Allegro (Poland)

eBay Europe

Otto / Cdiscount

Temu / Shein / AliExpress (Chinese platforms)

TikTok Shop

Local players

5. Consumer Behavior

Regulatory — EU action on low-value parcels (de minimis)

Inflation / consumer confidence

Retail media

Marketplace consolidation

Other

7. Regional Context (Europe vs Global)

SOURCES (full URL list)

Europe overall / reports - https://www.eurocommerce.eu/2025/09/european-e-commerce-report-2025/ - https://ecommerce-europe.eu/press-item/new-growth-in-european-e-commerce-indicates-sectors-ability-to-adapt-and-reinvent/ - https://handelsverband.swiss/fr/news/european-e-commerce-report-2025/ - https://ecommercenews.eu/ecommerce-in-europe-grows-7-percent/ - https://www.spb.gov.cn/gjyzj/c200007/202511/d27af7d80e6041c99075910f7f25ecc2.shtml - https://www.amz123.com/t/3rdligDE - https://www.cep-research.com/2025/09/30/eastern-europe-leads-e-commerce-growth/ - https://www.cep-research.com/2025/10/21/marketplaces-drive-european-cross-border-e-commerce-growth/ - https://ecdb.com/blog/turkiye-and-bulgaria-set-the-pace-for-european-e-commerce-growth/5211 - https://ecdb.com/blog/e-commerce-penetration-across-europes-big-five-continues-to-rise/5206 - https://www.cbre.co.uk/press-releases/european-e-commerce-nears-pandemic-peak-as-growth-stabilises - https://www.forrester.com/blogs/e-commerce-will-drive-half-of-europe-5-retail-sales-growth-by-2030/ - https://www.spb.gov.cn/gjyzj/c200007/202502/fdfa6609668c4d69ae659570ef37663b.shtml - https://www.emarketer.com/content/ecommerce-western-europe-continues-beat-previous-expectations - https://www.emarketer.com/content/ecommerce-account-more-than-20--of-worldwide-retail-sales-despite-slowdown - https://www.emarketer.com/content/worldwide-retail-ecommerce-forecast-2025-midyear-edition - https://www.researchandmarkets.com/reports/6191205/europe-b2c-ecommerce-market-size-and-forecast

UK - http://oudai1.com/Artice/612.html - https://preview2.app.daily.dev/posts/uk-ecommerce-statistics-2025-market-size-hits-286-billion-hyp6rlnwl - https://www.globenewswire.com/de/news-release/2026/02/03/3230811/28124/en/United-Kingdom-B2C-Ecommerce-Business-Report-2025-2029-Amazon-Leads-General-Merchandise-Tesco-Sainsbury-s-Ocado-Retail-and-Asda-Scale-Fulfilment-Temu-and-Shein-Accelerate-App-Led-G.html - https://store.mintel.com/report/uk-online-retailing-market-report - https://ecommercenews.eu/amazon-grows-8-7-in-germany-12-7-in-uk/

Germany - https://money.usnews.com/investing/news/articles/2025-01-23/german-e-commerce-sales-rise-for-first-time-since-2021-says-lobby-group - https://cyprus-mail.com/2025/01/27/german-e-commerce-sales-increase-for-first-time-since-2021-group-says - https://www.amz123.com/t/WszQDhmN - https://www.yiofong.com/news/2601279534 - https://www.amz123.com/t/htIE9CAs - https://ecommercenews.eu/german-ecommerce-grows-beyond-expectations/ - https://www.cep-research.com/2025/04/14/german-e-commerce-bounces-back-with-solid-growth/ - https://eightx.co/blog/germany-online-retail-share - https://ecommercenews.pl/niemiecki-e-handel-rosnie-mimo-slabego-nastroju-konsumenckiego-wzrost-napedzaja-produkty-codziennego-uzytku-i-azjatyckie-platformy/

France - https://www.cep-research.com/2026/02/24/french-e-commerce-nears-e200bn-milestone/ - https://entrevue.fr/en/economie/les-achats-sur-internet-frolent-les-200-milliards-deuros-en-france-en-2025/ - https://www.baijing.cn/article/id-54317 - https://www.hi-commerce.fr/stats-ecommerce-france-2026-en/ - https://www.xboxentrepot.cn/html/xinwendongtai/faguodianshangrengzaizengchang_danyijinru_gaopinxiadan_kedanbianxiao_dechengshujieduan_506.html

Spain - https://cloudnews.tech/ecommerce-in-spain-accelerates-by-18-2-in-q1-2025-e25-752-billion-e474-million-in-purchases-and-tourism-drives-growth-again/ - https://ecommercenews.eu/spanish-ecommerce-increased-18-in-first-quarter/ - https://www.publinetservicios.com/news/e-commerce-in-spain-registers-its-biggest-growth-since-2022-22-6 - https://wapi.com/spanish-ecommerce-in-2026/

Italy - https://worldef.com/2026/05/05/italian-ecommerce-growth-2025-90-blln-euros/ - https://ecommercenews.eu/italian-ecommerce-reached-90-billion-euros-in-2025/ - https://www.amz123.com/t/roaTmUIF - https://info.taiwantrade.com/biznews/義大利網路購物蓬勃發展-電子商務市場規模達620億歐元串流訂閱用戶成長三倍-3302758.html

Netherlands - https://ecommercenews.eu/ecommerce-in-the-netherlands-shrinks-1/ - https://www.amz123.com/t/P9GklTvh - https://kuajingren.com/34264.html - https://ecommercenews.eu/local-online-stores-dominate-dutch-market/

Poland / CEE - https://en.media.allegro.pl/449995-allegros-gmv-nears-70-bln-pln-in-2025-as-it-enters-new-market-segments - https://in.investing.com/news/earnings/allegro-posts-24-profit-growth-but-trims-gmv-outlook-on-slow-winter-demand-5118552 - https://www.ingstart.com/blog/30575.html - https://www.yilantop.com/news/72531 - https://www.ecommercebridge.com/central-europe-becomes-the-region-to-watch-for-e-commerce-growth/ - https://www.ikjzd.com/articles/1810625995695880285

Cross-border / marketplaces - https://ecommercenews.eu/marketplaces-account-for-61-of-european-ecommerce/ - https://www.centromarca.pt/noticias/european-e-commerce-dominated-by-marketplaces/9089 - https://trademagazin.hu/en/az-online-piacterek-adjak-az-europai-e-kereskedelem-61-at/ - 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/ - https://infocons.org/blog/2026/07/10/rich-country-cross-border-shoppers-why-luxembourg-ranks-21st-in-europe-for-online-buying-72-vs-the-eus-76/ - https://ieu-monitoring.com/editorial/eu-commission-publishes-2025-consumer-conditions-scoreboard-online-risks-persist/548694 - https://www.jinfengkou.com/show-171041.html - https://www.statista.com/study/85361/cross-border-e-commerce/

Platforms - https://www.statista.com/study/110118/amazon-in-europe/ - https://ecommercenews.eu/amazon-and-ikea-dominate-european-online-furniture-market/ - https://www.chwang.com/article/193771005511 - https://www.amz123.com/t/9y4GSDZm - https://corporate.zalando.com/en/investor-relations/key-figures-2025 - https://www.amz123.com/t/xZilJpVL - https://www.htqfw.com/article/124076 - https://ecommercenews.eu/temu-and-sheins-european-growth-slows-down/ - https://dny1.com/Main/ArticleDetails?id=896777923246166016 - https://www.amz123.com/t/3f8qM6SK - https://zxchuhai.com/202608/47528.html - https://www.chwang.com/news/208918264630 - https://en.ilsole24ore.com/art/fast-commerce-advances-2025-exponential-growth-the-chinese-europe-AHZAB30D - https://www.datapods.app/en-US/insights/consumption/online-shopping/asian-vs-amazon-session-share-quarterly-snapshot-germany-2025-2026 - 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 - https://36kr.com/p/3271233340350596 - https://www.pingwest.com/a/307990 - https://prestashop.com/blog/resources/tiktok-shop - https://www.silicon.co.uk/e-marketing/ecommerce/tiktok-shop-europe-606101/amp - https://unimall.ai/guides/bolcom-vs-allegro - https://bg.fashionnetwork.com/news/Vinted-says-sellers-earned-10-8-billion-through-the-platform-in-2025,1833562.html - https://www.thinkbusiness.ie:443/articles/circular-economy-refurbed-marketplace-hits-e100m-in-irish-sales/

Consumer behavior / payments / sustainability - https://ecommercenews.eu/78-of-european-internet-users-bought-online-in-2025/ - https://trademagazin.hu/en/tizbol-nyolc-europai-internetezo-vasarolt-online-2025-ben/ - https://eightx.co/blog/eu-ecommerce-penetration-by-country-2026 - http://www.ms-trainer.com/news-127980.html - https://cross-border-magazine.com/mobile-payments-in-the-eu-for-ecommerce/ - https://cross-border-magazine.com/mobile-commerce-europe-2025/ - https://ibsintelligence.com/ibsi-news/want-brand-loyalty-40-of-europeans-wont-settle-for-less-than-flexible-payments/ - https://payabl.com/news/how-europe-likes-to-pay-the-payment-methods-reshaping-how-european-customers-shop - https://landmarkglobal.com/eu/en/news-insights/preferred-payment-methods-across-europe/ - https://thefintechtimes.com/aion-bank-and-vodeno-find-european-retailers-offer-more-payment-options-than-uk-counterparts/ - 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://fullmetrix.com/en/blog/panier-moyen-par-secteur

Regulatory / trends - https://www.reuters.com/world/china/european-union-imports-cheap-ecommerce-parcels-jump-26-2025-2026-01-26/ - https://www.news24.com/business/economy/eu-states-back-small-parcel-duties-to-tackle-shein-temu-import-flood-20251113-0869 - 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 - https://www.retailgazette.co.uk/blog/2026/07/shein-and-temu-hit-by-new-eu-customs-duty-on-cheap-parcels/ - https://ppc.land/european-retail-media-spending-reaches-eu13-7-billion-with-21-1-growth/ - https://iabeurope.eu/retail-media-in-2025-coming-out-of-denial/ - https://m.toutiao.com/article/7631473991315948083/ - https://www.amzdh.com/kjtt-ding/10222.html

Notes / gaps for the writer

  1. Europe-wide average annual spend per shopper and Europe's exact % share of global ecommerce were not pinned by open sources found — flag in report or verify via eMarketer/Statista (paywalled).
  2. Otto and Cdiscount 2024-25 figures were not surfaced — check BEVH (DE) and FEVAD (FR) reports directly.
  3. DSA enforcement on marketplaces not captured in these searches; the regulatory story here centers on the de minimis/€150 exemption removal and €3/parcel duty (effective ~July 2026).
  4. Definitional conflicts flagged inline: +7% (2024 achieved vs 2025 forecast); Germany €83.1bn (goods-only 2025) vs ~€110bn (incl. services 2025); Italy €90.6bn (2025) vs €62bn (older).
  5. Many numbers are from secondary summaries (AMZ123, ecommercenews, CEP Research) of primary reports (Ecommerce Europe, BEVH, FEVAD, CNMC, NETCOMM, Thuiswinkel) — cite the primary body in the final report where possible.