European e-Commerce in 2021 grew by 13 Percent

European e-commerce in 2021 grew by 13% in revenue. On the other side, there were slightly fewer internet shoppers last year. E-commerce growth reached a peak in 2020, but now it is declining and stabilizing.

These are the findings of the EuroCommerce and Ecommerce Europe report on European e-commerce in 2022, two organizations that support the sector. The study, which included information on 37 European nations, was carried out by the Centre for Market Insights of the Amsterdam University of Applied Sciences.

Growth slowing down

Revenue from e-commerce in Europe increased by 13% in 2021 to 718 billion euros. The growth rate is steady and has slightly accelerated during the previous 12 months. Forecasts indicate a continuously increasing trend through 2022. However, growth is predicted to slow down, with an increase of only 11% to 797 billion euros.

Even though revenue increased, online purchases somewhat decreased in 2021. In contrast to 2020, when 74% of European internet users made online purchases. Only 73% did so last year. Consumers are reportedly being more frugal with their money as a result of the Ukraine conflict, inflation, and supply chain concerns. E-commerce is generally returning to pre-pandemic levels.

Northern Europe has the most online shoppers

Even if Eastern Europe’s growth rates were greater last year, Western Europe still accounts for 63% of all turnover. Comparatively, 2% of Europe’s overall e-commerce revenue comes from Eastern Europe.

For the first time, Northern Europe (86%) and Western Europe have the greatest proportions of online shoppers (8%). The Netherlands (94%) has the highest percentage of online users, followed by Denmark and Sweden (both 92%).

Clothing, footwear, and accessories made for 68% of all online purchases made in the previous three months. National retailers continue to receive 84% of consumer sales, while 40% of recent purchases came from cross-border e-commerce.