In partnership with Fevad, Ecommerce Europe and EuroCommerce publish the 2022 European e-commerce market report, with key figures on the evolution of e-commerce in Europe as well as an analysis of the French market.
How will e-commerce evolve in Europe in 2022?
With the global pandemic, e-commerce has become more entrenched in the economy and society. Two trends are identified:
- The normalization and stabilization of sales compared to an exceptional previous year: “E-commerce continued to grow in 2021 and it looks like it will in 2022 as well, with growth slowly stabilizing.”
- Consumer prudence in terms of spending: “The war in Ukraine, inflation, disruption of global supply chains and a general sense of uncertainty are leading to pre-pandemic level growth.”
The key figures of e-commerce in Europe
To better understand the key figures, here is the breakdown of the different European areas: Western Europe, Central Europe, Northern Europe, Southern Europe and Eastern Europe:
Here are the figures to remember about e-commerce in Europe in 2022:
- E-commerce revenue in Europe continues to grow: 718 billion euros in 2021 (+13% compared to 2020).
- The European Union of 27 is the “locomotive” of European B2C e-commerce: despite the lifting of the measures relating to the global pandemic, and the exit of the United Kingdom from the European single market, the turnover of the Europe of the 27 increased by 16% in 2021.
- Western Europe (of which France is a part) is the leader in the B2C e-commerce market in Europe: it alone represents 63% of total turnover (450 billion euros in online sales) and is on the top step of the podium. The rest of the ranking: Southern Europe (16%), Central Europe (10%), Northern Europe (9%) and Eastern Europe (2%).
- Northern Europe has the largest share of online shoppers: 86% of internet users made purchases online in 2021. It is followed by Western Europe, with 84%, and Central Europe, with 75%.
- Eastern Europe has the smallest share of online shoppers: this area includes a large number of countries outside the European Union, and only 46% of Internet users made online purchases in 2021.
- The percentage of European online shoppers remains stable: 73% of European online internet users bought online, compared to 74% in 2020. This percentage is expected to increase in 2022 to reach 75%.
- The 3 countries with the highest percentage of e-shoppers: the Netherlands (94%), Denmark (92%) and Norway (92%).
- The percentage of online shoppers in France remains higher than the European average: in 2021, 82% of French Internet users have already purchased online. In the European ranking, France is in 11th position (see graph below), tied with Germany and Luxembourg.
- The percentage of online shoppers in France should continue to increase in 2022: according to estimates, 84% of French Internet users are expected to buy online in 2022, i.e. 2% more than in 2021.
- The French buy more online from French sellers: 80% of French online shoppers have made a purchase from sellers in their country in the last 3 months (data for 2021). In comparison, only 37% of French e-shoppers made an online purchase via sellers from other EU countries.
Source: Download the full report