What?
The European online retail market grew by 7% in 2024, reaching a value of over €800 billion. This growth confirms the growing importance of digital shopping in the daily lives of consumers across Europe.
Why?
The dynamic development of payment infrastructure, improved logistics, and confidence in online shopping are increasingly leading consumers to choose online shopping over traditional brick-and-mortar stores. The pandemic triggered this transformation, but 2024 demonstrated that digital commerce has become a permanent element of the European economy.
Who is it for?
Online store owners, marketplace managers, logistics specialists, and technology companies planning to expand into the European digital world.
Background:
A report by the European Ecommerce Association shows that European online commerce is growing not only in Western countries but also in Central and Eastern Europe. In Poland, the e-commerce sector has already reached over €19 billion, making us one of the region's leaders. The fastest growth is observed in mobile commerce and cross-border models, i.e., shopping between European Union countries.
E-commerce growth in Europe: a stable trend, not a temporary boom
The 7% year-on-year growth is a sign that the European digital world isn't slowing down. Consumers value convenience, personalized offers, and fast delivery. Marketplace platforms , which bring together small and medium-sized sellers, are also gaining in importance. In 2024, a staggering 67% of European online transactions were conducted through marketplaces such as Amazon, Allegro, and Zalando.
What drives digital commerce in Europe?
- Development of digital payments – the popularity of Apple Pay, Google Pay and local payment solutions is growing.
- Better logistics – investments in warehouses and delivery networks speed up order fulfillment.
- User mobility – more and more purchases are made via mobile applications.
- Integration of European markets – the harmonisation of consumer and tax law facilitates transactions between EU countries.
How does Poland compare to Europe?
The Polish market is growing faster than the European average—according to industry data, growth has exceeded 10% . High levels of digitization, modern payment systems (BLIK, PayPo), and the growing role of platforms like Allegro and Ceneo are cementing Poland's place among the region's leaders. Polish consumers are increasingly willing to shop abroad, especially in Germany, France, and Scandinavian markets, which increases the importance of cross-border commerce.
Importance for the digital world
The 7% growth in Europe isn't just a number—it signals a further transformation of the economy towards digital-first. Companies that invest in automation, personalized offerings, and eco-friendly logistics are gaining a competitive advantage. For the marketing industry, this means even more precise targeting, and for consumers, an increasingly comfortable online shopping experience. In this context, the development of the Polish market is part of a larger, European shift in digital shopping habits.
What can companies do to capitalize on this trend?
- Expand sales channels in the omnichannel model.
- Optimize online store pages for speed and UX.
- Use marketing automation and communication personalization.
- Consider expanding into other European markets using marketplace platforms.
Where is European online commerce heading?
Experts predict that the growth rate may remain similar in 2025, but with a greater share of mobile and subscription sales. Artificial intelligence in analyzing purchasing behavior and automating customer service. The digital world is becoming more personalized, sustainable, and flexible than ever before.
Want to learn more?
Contact us and learn how to implement innovations in your online store.
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Kornelia Makowska
e-commerce specialist
A marketing and management expert specializing in digital marketing and e-commerce, she has extensive experience managing online stores, developing online sales, and building brand presence in digital channels. She effectively creates and implements comprehensive marketing strategies, focusing on optimizing sales activities, increasing conversions, and long-term brand image enhancement. She combines expertise with a practical approach based on data analysis and insight into the latest market trends.
