Europe B2C E-commerce Market Outlook, 2030

The European Business-to-Consumer (B2C) e-commerce market is experiencing substantial and dynamic growth, driven by increasing internet penetration, rising smartphone adoption, and a rapidly evolving digital consumer landscape. This market is characterized by a diverse range of consumer behaviors and regulatory environments across different European countries, creating both opportunities and challenges for e-commerce businesses. The region is witnessing a significant shift from traditional retail to online platforms, fueled by the convenience, accessibility, and competitive pricing offered by e-commerce. Key drivers include the increasing prevalence of mobile commerce (m-commerce), the growing popularity of cross-border shopping, and the rising demand for personalized and localized online experiences. Major e-commerce platforms like Amazon, Zalando, and ASOS are expanding their reach and offerings, while local players are also thriving by catering to specific national preferences and needs. The market is also witnessing a surge in direct-to-consumer (D2C) brands, which are leveraging e-commerce to build direct relationships with consumers and offer unique products and services. The European Union's efforts to create a Digital Single Market are fostering cross-border e-commerce and harmonizing regulations, which is driving market growth. The increasing adoption of advanced technologies, such as artificial intelligence (AI), machine learning (ML), and augmented reality 1 (AR), is transforming the online shopping experience, enabling personalized product recommendations, virtual try-ons, and seamless checkout processes. The COVID-19 pandemic accelerated the adoption of e-commerce across Europe, driving significant growth in online sales, particularly in categories like groceries, household goods, and fashion. The market is also being shaped by the increasing focus on sustainability and ethical consumerism, with consumers demanding transparency and accountability from online retailers. The demand for efficient and reliable delivery services, including same-day and next-day delivery, is driving innovation in logistics and supply chain management. The stringent data privacy regulations, such as GDPR, are also significantly influencing the market, requiring e-commerce businesses to prioritize data protection and transparency. The European B2C e-commerce market is poised for continued growth, driven by ongoing technological advancements, evolving consumer preferences, and the increasing integration of online and offline retail experiences, while navigating the region's diverse regulatory landscape and cultural nuances.

According to the research report " Europe B2C E-commerce Market Overview, 2030," published by Bonafide Research, the Europe B2C E-commerce market reached $272.5 billion in 2019 and will grow by 7.2% annually over 2020-2030 owing to the growing adoption of mobile technology and online shopping amid COVID-19 pandemic. Business to Consumer or B2C E-Commerce is an Online platform where retailers can sell their products directly to the customers. The biggest advantage in the Global B2C E-Commerce Market, there are no middlemen or any kind of intermediaries are involved and there is a high number of customers with high demand in the E-Commerce Platform. The E-Commerce platform is a simple platform where a retailer has an E-Commerce website where the retailer posts his product catalog and customers can directly pay to the retailer and order what they want. The major factor driving the growth of the Global B2C E-Commerce Market is the paradigm shift from offline shopping to online shopping platforms. Wide product availability, easy purchase and return, larger product discount due to absence of retailers, whole-sellers and agents are some of the factors, favoring the market growth. In European markets, consumers' preferences for online purchase in 2020 mostly were for "Fashion, shoes & accessories" and "Consumer electronics". Overall, home goods, food/beverages and health/beauty were among the fastest-growing online product categories in Europe in 2020, according to a survey in a new yStats.com report. However, when examining the markets more deeply individually, the pattern differs in each. For example, in the U.K., more than 50% of respondents in 2020, on average, bought clothes, shoes and accessories online, which was the leading product category. In Germany, however, the fashion and accessories segment ranked second, following consumer electronics, which accounted for nearly a quarter of total online sales in 2020. Among the important trends spreading throughout the region is the development of mobile shopping. M-Commerce is driven by growing smartphone and mobile Internet penetration. In countries such as Ukraine and Turkey over 40% of smartphone owners already have experience with mobile shopping. Another important movement is cross-border B2C E-Commerce. For example, in Slovenia and the Czech Republic close to half of all online shoppers made purchases from foreign online stores. Looking at payment methods, the report finds that cash on delivery still predominates in the majority of B2C E-Commerce markets in the region, as it is the most used payment method in Russia, Greece, Czech Republic, Ukraine, Hungary, Romania, Slovakia and Belarus. However, for cross-border purchases, credit cards are often used. The fast-growing markets of Eastern Europe have attracted the attention of international B2C E-Commerce players and investors. The region's largest market, Russia, drew hundreds of millions of dollars in B2C E-Commerce investment over the past several years from companies such as JP Morgan, Kering, IFC, Tiger Global Management, Naspers and others. As the competition has risen in the B2C E-Commerce Market many E-commerce companies have shifted from basic to intense forms of marketing which have made many people move to E-commerce websites. These intense marketing techniques include showing big templates on-road billboards, newspapers, televisions, pop-up ads, etc. these techniques have opened up the Europe B2C E-Commerce Market to great opportunities. According to the Payper, digital skills and literacy are also on the rise in Europe, as internet users grew from 87% to 89% in 2020. In Western and Northern Europe, over 95% of the population uses the internet, while even in Eastern Europe, where internet use is the lowest in the continent, 77% were online. Perhaps most importantly for ecommerce, the share of European e-shoppers grew at an unprecedented rate in 2020.
COVID-19 Impact
Due to the COVID-19 pandemic and enforced restrictions in Europe, the retail market experienced significant changes, namely, digitization of operations in 2020. Many businesses/retailers in the region decided to invest in E-Commerce. So, in 2020, the revenue of top European online retailers witnessed a considerable growth of about 40% from 2019, among which were specialist merchants VanMoof and Fenton, the fastest-growing online retailers in 2020. The major markets in the region as well have seen tremendous developments in the online retail market, meaning the UK still remained the leader in Europe in terms of B2C E-Commerce market and it saw over a 30% of y-o-y growth in 2020.
Highlighted with 34 tables and 54 figures, this 121-page report "Europe B2C E-commerce Market 2020-2030 by Device, Product Type, Payment Method, Channel Type, Business Model, and Country: Trend Forecast and Growth Opportunity" is based on a comprehensive research of the entire Europe B2C E-commerce market and all its sub-segments through extensively detailed classifications. Profound analysis and assessment are generated from premium primary and secondary information sources with inputs derived from industry professionals across the value chain.
In-depth qualitative analyses include identification and investigation of the following aspects:
• Market Structure
• Growth Drivers
• Restraints and Challenges
• Emerging Product Trends & Market Opportunities
• Porter's Fiver Forces
The trend and outlook of Europe market is forecast in optimistic, balanced, and conservative view by taking into account of COVID-19. The balanced (most likely) projection is used to quantify Europe B2C E-commerce market in every aspect of the classification from perspectives of Device, Product Type, Payment Method, Channel Type, Business Model, and Country.
By Device
• PCs
• Smartphones
• Tablets
• Other Devices
By Product Type
• Consumer Electronics
• Apparels and Footwear
• Travel and Leisure
• Food and Beverage
• Home Appliances and Furniture
• Health and Beauty
• Automotive Parts
• Other Product Types
By Payment Method
• Net Banking
• Credit Card
• Debit Card
• e-Wallet
• Other Payment Methods
By Channel Type
• B2C Retailers
• Classifieds
By Business Model
• Brick-to-Click
• Pure Click
• Click-to-Brick
By Geography
• Germany
• UK
• France
• Spain
• Italy
• Russia
• Rest of Europe (further segmented into Belgium, Denmark, Austria, Norway, Sweden, The Netherlands, Poland, Czech Republic, Slovakia, Hungary, and Romania)
For each aforementioned country, detailed analysis and data for annual revenue are available for 2019-2030. The breakdown of key national markets by Device, Product Type, and Payment Method over the forecast years are also included.
The report also covers current competitive scenario and the predicted trend; and profiles key vendors including market leaders and important emerging players.
Specifically, potential risks associated with investing in Europe B2C E-commerce market are assayed quantitatively and qualitatively through GMD's Risk Assessment System. According to the risk analysis and evaluation, Critical Success Factors (CSFs) are generated as a guidance to help investors & stockholders identify emerging opportunities, manage and minimize the risks, develop appropriate business models, and make wise strategies and decisions.
Key Players (this may not be a complete list and extra companies can be added upon request):
Alibaba Group Holding Ltd, Amazon.com, Inc., ASOS, ChinaAseanTrade.com, Craigslist, Inc., DIYTrade.com, eBay Inc., eworldtrade.com, Flipkart Internet Private Limited, Groupon, IndiaMart InterMesh Ltd, JD.com Inc., KellySearch.com, Macy's Inc.,MakeMytrip Pvt. Ltd., Mercateo AG, Newegg Business Inc, OLX, ThomasNet Inc, Walmart Inc.

Make this report your own

Have queries/questions regarding a report

Take advantage of intelligence tailored to your business objective

Ask an Expert

Manmayi Raval

Research Consultant

Don’t pay for what you don’t need. Save 30%

Customise your report by selecting specific countries or regions

Specify Scope Now