According to recent statistics from Ecommerce Europe, the online retail confederation, a significant 70% of European e-shoppers are purchasing apparel, footwear, and accessories.
This figure notably surpasses those of multimedia products at 56% and streaming subscriptions at 46% for the year 2024. Shutterstock
The survey reveals that 31% of consumers also engage in online purchases of perfumes and cosmetics, while 26% are acquiring sporting goods.
These insights are derived from a Eurostat survey, which contributes to Ecommerce Europe’s annual benchmark report on various e-commerce markets across Europe.
The report further indicates that 83% of Europeans favor domestic vendors for their purchases, while 33% opt for sellers located in other European nations.
Moreover, 16% of respondents confessed to purchasing from sellers of uncertain nationality, and 20% had made orders from sellers outside the EU—a consistency observed with the previous report, despite the burgeoning influence of Chinese platforms such as Shein and Temu. Ecommerce Europe
“This year represents a pivotal adjustment in European perspectives regarding competitiveness and operational simplification, yet it appears that the urgency of these matters remains largely unaddressed,” expressed Luca Cassetti, secretary general of Ecommerce Europe.
Christel Delberghe, the director general, emphasized, “Europe must rapidly enhance enforcement to guarantee that all entities, regardless of their location, adhere to consistent regulatory obligations, ensuring rigorous implementation across all Member States.”
Company sizes and areas of activity
The annual analysis also underscores a pronounced technological disparity between large corporations and smaller enterprises. Among firms boasting over 250 employees, 46% and 41% report high and very high “digital intensity” levels—assessed on criteria such as connectivity, remote work capabilities, and automation—while among small and medium-sized enterprises (SMEs), only 40% and 27% report low and very low intensity levels, respectively. Breakdown of purchasing types by country – Ecommerce Europe
Western Europe, encompassing nations like France, Germany, the UK, Ireland, and the Benelux countries, remains the vanguard of European e-commerce in 2024, accounting for a substantial 64% of business-to-consumer online sales.
Southern Europe, represented by Portugal, Spain, Italy, and Greece, follows with 19% of total revenues.
Ecommerce Europe articulates that “In terms of absolute figures for 2023, Western Europe, Southern Europe, and Central Europe (9%) collectively generated 569, 166, and 79 billion euros, respectively.”
Northern Europe stands closely behind Central Europe at 6%, generating 56 billion euros, while Eastern Europe accounts for a modest 2% of the total, amounting to 17 billion euros.
Source link: Us.fashionnetwork.com.
