E-commerce Alleviates Financial Strain for European Households Amid Economic Turbulence
In a climate fraught with economic apprehension and escalating expenses, households across Europe are discovering unexpected financial relief through e-commerce. A recent study elucidates the favorable economic ramifications that online shopping is imparting on household budgets throughout the European Union.
Commissioned by Amazon, the European House – Ambrosetti (TEHA) undertook a comprehensive examination of e-commerce’s economic implications in Europe. The study presents a compelling narrative of digital commerce as a formidable influence on consumer savings and economic resilience.
The study reveals that, over the past five years, e-commerce has facilitated a staggering total of €891 billion in savings for EU households, engendering a pronounced and persistent disinflationary effect.
This figure equates to roughly €880 in annual savings per household—an impressive €4,500 for each family over the five-year span.
A revealing correlation emerges from the research, demonstrating a clear mathematical link between online shopping and inflation mitigation.
Specifically, for every 1 percentage point uptick in the share of online consumers, inflation subsequently declines by as much as 0.073 percentage points.
This e-commerce pricing effect is largely attributed to the relative stability and lower pricing of online goods compared to brick-and-mortar alternatives throughout the bloc.
The data is remarkable: from 2020 to 2025, average online prices in the EU were 6.9 percentage points lower than those in physical stores.
This significant disparity underscores how e-commerce fosters a more competitive retail ecosystem that benefits consumers shopping both online and in conventional outlets.
At Amazon, we’re proud to contribute to this positive economic effect. Our investments across Europe, from infrastructure to job creation, support this disinflationary effect. Our commitment to low prices, along with initiatives like Prime Day, Prime Big Deals Day, Black Friday, and Everyday Essentials, offers significant savings and helps European families stretch their budgets further, especially during challenging economic times.
The ascendance of online retail is profoundly transforming the shopping landscape. By intensifying competition, enhancing pricing clarity, and reducing overhead expenses, e-commerce establishes an environment where businesses must remain adaptive and attuned to pricing to thrive.
This dynamic marketplace compels retailers to offer increasingly affordable options for consumers.
TEHA further observes that online prices have consistently exhibited greater stability compared to their offline counterparts, particularly in periods marked by inflationary pressures.
The study also elucidates intriguing shifts in online purchasing behaviors, illustrating the maturation and diversification of the e-commerce sector:
- Fashion reigns supreme, with 70% of online shoppers opting for clothing, footwear, or accessories.
- Multimedia services garner the attention of 48% of consumers.
- Tickets for cultural and entertainment events attract 36% of users.
Significantly, this pan-European assessment builds upon prior country-specific investigations in Italy, France, Ireland, Spain, and Australia, which exhibited similar trends.
The consistency of findings across various regions suggests that digital commerce acts as a widespread economic stabilizer, irrespective of local conditions.
This research further indicates that streamlining regulations for SMEs, ensuring equitable competition, and fortifying the European single market could yield additional savings for families.
For policymakers, the implications are evident: fostering the growth of digital commerce while safeguarding consumer protections can generate significant economic advantages for citizens. A vibrant online marketplace holds the promise of continuing to deliver value to European households.
Source link: Aboutamazon.eu.
