[{"data":1,"prerenderedAt":372},["ShallowReactive",2],{"nav-latest-post-en":3,"blog-post-european-ecommerce-data-your-store-en":8,"related-european-ecommerce-data-your-store-en":357},{"stem":4,"title":5,"category":6,"cover":7},"en\u002Fblog\u002Feu-customs-compliance-ecommerce-shipments","How to Prepare EU Shipments: Customs Compliance in 9 Steps","Customs","\u002Fassets\u002Fblog\u002Fconformite-douaniere-expeditions-ue-ecommerce.jpg",{"id":9,"title":10,"author":11,"body":12,"carriers":313,"category":317,"cover":318,"date":319,"description":320,"draft":321,"extension":322,"faq":323,"meta":342,"navigation":343,"path":344,"seo":345,"seoTitle":346,"stem":347,"tags":348,"updated":355,"__hash__":356},"blog_en\u002Fen\u002Fblog\u002Feuropean-ecommerce-data-your-store.md","European e-commerce: what the data really means for your online store","maelle",{"type":13,"value":14,"toc":300},"minimark",[15,26,32,37,43,46,113,118,121,124,128,131,136,139,142,147,150,154,157,164,167,170,174,177,180,183,187,193,200,203,212,216,219,222,225,229,232,235,245,253,261,265],[16,17,18],"blockquote",{},[19,20,21,25],"p",{},[22,23,24],"strong",{},"In brief:"," The European e-commerce market reached €842 billion in 2024, with 77.8% of internet users shopping online across the EU-27. But these aggregate figures describe a market shaped by large platforms and major retailers. For an independent online store, the signals that actually matter are in consumer behaviour data, pointing to a very different set of priorities than what industry headlines suggest.",[19,27,28],{},[29,30,31],"em",{},"A note on this data: EuroCommerce figures aggregate B2C turnover across 38 European countries, from marketplaces to major brands. DHL's 2026 findings come from a survey of 29,000 consumers and 5,800 businesses across 29 countries (survey period: December 2025 to February 2026). Both describe broad trends. Reading them without a critical filter, as if they apply directly to a 300-orders-per-month store, leads to the wrong conclusions. This article extracts what is actually actionable for an independent online store.",[33,34,36],"h2",{"id":35},"the-market-grew-in-2024-but-not-evenly","The market grew in 2024, but not evenly",[19,38,39,42],{},[22,40,41],{},"€842 billion."," That is the total B2C e-commerce turnover in Europe in 2024, up 7% from 2023 (source: EuroCommerce European E-commerce Report 2025). In real terms, adjusted for inflation, growth was +4.6%. The EU-27 e-shopper penetration reached 77.8% of internet users aged 16–74 in 2025, up from 76.6% the year before. For 2025, EuroCommerce projected continued growth of around +7% across Europe. The comprehensive 2025 actuals will be confirmed in the EuroCommerce annual report due in autumn 2026.",[19,44,45],{},"But the headline number hides significant regional variation:",[47,48,49,65],"table",{},[50,51,52],"thead",{},[53,54,55,59,62],"tr",{},[56,57,58],"th",{},"Region",[56,60,61],{},"Growth 2024",[56,63,64],{},"Turnover",[66,67,68,80,91,102],"tbody",{},[53,69,70,74,77],{},[71,72,73],"td",{},"Eastern Europe",[71,75,76],{},"+18 %",[71,78,79],{},"€19.9 billion",[53,81,82,85,88],{},[71,83,84],{},"Southern Europe",[71,86,87],{},"+9 %",[71,89,90],{},"€182.9 billion",[53,92,93,96,99],{},[71,94,95],{},"Central Europe",[71,97,98],{},"+8 %",[71,100,101],{},"€85.9 billion",[53,103,104,107,110],{},[71,105,106],{},"Western Europe",[71,108,109],{},"+6 %",[71,111,112],{},"€489.5 billion",[19,114,115],{},[29,116,117],{},"Source: EuroCommerce European E-commerce Report 2025.",[19,119,120],{},"Western Europe is the largest market by far, but it is also the most saturated and the slowest-growing. Southern Europe (Spain, Italy, Portugal) is growing at twice the Western European rate, with a lower competitive baseline.",[19,122,123],{},"For an independent store already selling in Western Europe: the growth is real but hard-won. Gaining market share means competing on experience, not volume. For a store considering export: Southern Europe is the most accessible entry point, with strong growth and lower barriers than Germany or the UK.",[33,125,127],{"id":126},"what-the-data-does-not-measure-actual-consumer-behaviour","What the data does not measure: actual consumer behaviour",[19,129,130],{},"Market size figures describe how much money changed hands. They do not explain what makes shoppers buy, or what makes them leave. Consumer behaviour data is more uncomfortable, and more useful.",[19,132,133],{},[22,134,135],{},"The number one reason shoppers abandon their cart is not slow delivery",[19,137,138],{},"According to the Baymard Institute, the leading cause of cart abandonment is discovering unexpected costs at checkout, most often shipping fees that were not shown on the product page. Over 70% of online shopping carts are abandoned before purchase.",[19,140,141],{},"The fix is straightforward: display the delivery cost before checkout, on the product page itself. A shopper who knows the shipping cost upfront is far less likely to abandon than one who finds it at the last step.",[19,143,144],{},[22,145,146],{},"Trust in the delivery partner directly affects conversion",[19,148,149],{},"According to the DHL eCommerce Trends Report 2026, 7 out of 10 shoppers cite trust and choice of delivery partner as a critical factor when deciding where to buy. The carrier is not invisible to the consumer. Your choice of DHL or UPS is part of your brand's credibility.",[33,151,153],{"id":152},"delivery-options-matter-more-than-speed","Delivery: options matter more than speed",[19,155,156],{},"The most common assumption in e-commerce logistics is that speed is what consumers want most. The data says otherwise.",[19,158,159,160,163],{},"According to DHL eCommerce Trends 2025, ",[22,161,162],{},"81% of shoppers abandon their cart when their preferred delivery option is not available",". This is not about next-day versus two-day. It is about offering the right combination of options at checkout: home delivery, collection point, or locker.",[19,165,166],{},"According to the DHL eCommerce Trends Report 2026, 3 in 10 shoppers now choose out-of-home delivery locations, and that share is growing. For working adults who are not at home during the day, a collection point or locker is not a fallback: it is the preferred option.",[19,168,169],{},"For an independent store, the practical implication is clear: verify that your carrier covers collection points and lockers in your main markets, and offer at least two delivery modes at checkout. A checkout with only home delivery is closing the door on a third of potential buyers.",[33,171,173],{"id":172},"parcel-lockers-and-collection-points-a-growing-standard","Parcel lockers and collection points: a growing standard",[19,175,176],{},"Out-of-home delivery grew by 25% globally between 2024 and 2025, according to DHL. In Europe specifically, parcel lockers grew by +9% between 2024 and 2025 (Geopost barometer). This is not a niche behaviour: it is becoming a baseline expectation.",[19,178,179],{},"For a large retailer with its own locker network, this trend is straightforward to address. For an independent store, it depends entirely on the carrier: DHL and UPS both operate extensive locker and collection point networks across Europe, covering most urban and suburban areas.",[19,181,182],{},"The action for your store: confirm that out-of-home options appear at your checkout, not just home delivery. If your current carrier integration does not surface them, it is worth reviewing.",[33,184,186],{"id":185},"returns-a-conversion-criterion-not-just-a-cost","Returns: a conversion criterion, not just a cost",[19,188,159,189,192],{},[22,190,191],{},"79% of shoppers abandon a purchase if the return conditions do not meet their expectations",". Returns are not an afterthought: they are a pre-purchase decision factor.",[19,194,195,196,199],{},"The same report shows that ",[22,197,198],{},"79% of European shoppers use parcel lockers or collection points to drop off their returns",". Shoppers want to drop a parcel, scan a code, and leave. They do not want to queue at a post office counter.",[19,201,202],{},"For an independent store, \"easy returns\" does not necessarily mean \"free returns\". It means a clear, simple process that the shopper can find immediately. A straightforward returns page with step-by-step instructions and a collection point drop-off option is more reassuring than a free returns policy buried in the FAQ.",[19,204,205,206,211],{},"For a deeper look at turning returns into a competitive advantage, see our guide on ",[207,208,210],"a",{"href":209},"\u002Fen\u002Fblog\u002Freturns-ecommerce-conversion-strategy","returns as a conversion strategy",".",[33,213,215],{"id":214},"sustainability-real-consumer-demand-realistic-limits-for-independent-stores","Sustainability: real consumer demand, realistic limits for independent stores",[19,217,218],{},"According to the DHL eCommerce Trends Report 2026, 42% of consumers expect sustainable logistics to become a standard expectation within the next five years. It is no longer a differentiator for the early adopter: it is becoming a baseline.",[19,220,221],{},"These numbers are real, but they require a critical reading for independent stores. Most sustainability decisions in the last mile (electric vehicles, optimised routes, low-emission hubs) are made by the carrier, not the merchant. \"Offering sustainable delivery\" largely means choosing a carrier that has invested in it, not building a green logistics operation yourself.",[19,223,224],{},"What is actionable: mention your carrier's sustainability credentials on your product and checkout pages if they are relevant to your audience. Do not overstate what you control. Shoppers who value sustainability will notice the difference between genuine transparency and greenwashing.",[33,226,228],{"id":227},"what-this-means-if-you-are-thinking-about-european-expansion","What this means if you are thinking about European expansion",[19,230,231],{},"The EuroCommerce data points to Southern Europe as the most accessible growth market for stores already selling in Western Europe: +9% growth, lower saturation, and strong adoption curves in Spain, Italy, and Portugal.",[19,233,234],{},"Before expanding, two questions matter more than market size:",[236,237,238,242],"ul",{},[239,240,241],"li",{},"Can your carrier cover the destination reliably, with tracking that meets local expectations?",[239,243,244],{},"Is your returns process workable for a cross-border shopper who cannot easily drop off a parcel in your home country?",[19,246,247,248,252],{},"Both DHL and UPS operate pan-European networks with collection points and locker coverage in Southern European markets. ",[207,249,251],{"href":250},"\u002Fen\u002Fblog\u002Fcompare-european-carriers-ecommerce","Compare carriers for European shipping"," to assess the practical options for your routes.",[19,254,255],{},[207,256,260],{"href":257,"rel":258},"https:\u002F\u002Fapp.parcelrush.com\u002Fcreate-account",[259],"nofollow","Manage your DHL and UPS shipments from a single interface, no subscription required.",[33,262,264],{"id":263},"sources","Sources",[236,266,267,274,281,286,293],{},[239,268,269,270,273],{},"EuroCommerce, ",[29,271,272],{},"European E-commerce Report 2025",", eurocommerce.eu",[239,275,276,277,280],{},"DHL, ",[29,278,279],{},"eCommerce Trends Report 2026",", dhl.com",[239,282,276,283,280],{},[29,284,285],{},"eCommerce Trends Report 2025",[239,287,288,289,292],{},"Geopost, ",[29,290,291],{},"Out-of-Home Delivery Barometer 2025",", geopost.com",[239,294,295,296,299],{},"Baymard Institute, ",[29,297,298],{},"Cart Abandonment Rate Statistics",", baymard.com",{"title":301,"searchDepth":302,"depth":302,"links":303},"",3,[304,306,307,308,309,310,311,312],{"id":35,"depth":305,"text":36},2,{"id":126,"depth":305,"text":127},{"id":152,"depth":305,"text":153},{"id":172,"depth":305,"text":173},{"id":185,"depth":305,"text":186},{"id":214,"depth":305,"text":215},{"id":227,"depth":305,"text":228},{"id":263,"depth":305,"text":264},[314,315,316],"dhl","ups","fedex","E-commerce","\u002Fassets\u002Fblog\u002Ftendencias-envio-ecommerce.jpg","2026-06-26","€842 billion in 2024, 77.8% of Europeans shopping online, 7 in 10 citing delivery trust as critical: European e-commerce data decoded for independent stores.",false,"md",[324,327,330,333,336,339],{"q":325,"a":326},"How big is the European e-commerce market?","According to the EuroCommerce European E-commerce Report 2025, the European e-commerce market reached €842 billion in 2024, up 7% from the previous year. Real growth (adjusted for inflation) was +4.6%. The EU-27 e-shopper penetration reached 77.8% of internet users aged 16–74 in 2025.",{"q":328,"a":329},"What is the main reason shoppers abandon their cart?","According to the Baymard Institute, the number one cause of cart abandonment is discovering unexpected costs at checkout, most often shipping fees that were not visible on the product page. Displaying delivery costs before checkout, directly on the product page, is the most effective way to reduce abandonment.",{"q":331,"a":332},"How important is delivery choice to European shoppers?","Very. According to the DHL eCommerce Trends Report 2026 (29,000 shoppers across 29 countries), 7 out of 10 shoppers cite trust and choice of delivery partner as a critical factor when deciding where to buy. Offering at least two delivery modes at checkout is no longer optional.",{"q":334,"a":335},"Do European shoppers use parcel lockers?","Yes, and increasingly so. According to DHL eCommerce Trends 2026, 3 in 10 shoppers now choose out-of-home delivery locations. Parcel lockers grew by 9% between 2024 and 2025 in Europe (Geopost barometer). For many working adults, a collection point is not a fallback: it is the preferred option.",{"q":337,"a":338},"How do European shoppers handle returns?","According to DHL eCommerce Trends 2025, 79% of European shoppers use parcel lockers or collection points to drop off their returns. They want a quick, frictionless drop-off, not a trip to a post office counter. Making your return process easy, and clearly explaining it, matters as much as offering free returns.",{"q":340,"a":341},"Which European markets are growing fastest?","According to EuroCommerce, Eastern Europe recorded the highest growth at +18% in 2024, followed by Southern Europe at +9% (Spain, Italy, Portugal) and Central Europe at +8%. Western Europe grew at +6%, the slowest rate but the largest volume at €489.5 billion.",{},true,"\u002Fen\u002Fblog\u002Feuropean-ecommerce-data-your-store",{"title":10,"description":320},"European e-commerce market data decoded for independent stores","en\u002Fblog\u002Feuropean-ecommerce-data-your-store",[349,350,351,352,353,354],"e-commerce","Europe","market data","delivery","EuroCommerce","DHL",null,"RNrBqL1RDfCx4CKgAAirMGDg9s21MgrHD6GA5gPJxlw",[358,363,367],{"stem":359,"title":360,"cover":361,"date":362,"category":317,"author":11},"en\u002Fblog\u002Fecommerce-shipping-trends","E-commerce Shipping Trends: The Key Logistics Levers","\u002Fassets\u002Fblog\u002Flarge_ecommerce_shipping_trends_2025_essential_insights_f293e447f0.webp","2026-04-13",{"stem":364,"title":365,"cover":366,"date":362,"category":317,"author":11},"en\u002Fblog\u002Fbrands-loyalty-delivery-experience","The Secret Weapon of Brands That Build Loyalty: The Delivery Experience","\u002Fassets\u002Fblog\u002Flarge_improve_customer_unboxing_experience_fde9155827.webp",{"stem":368,"title":369,"cover":370,"date":371,"category":317,"author":11},"en\u002Fblog\u002Fwoocommerce-shopify-wix-comparison-2025","WooCommerce, Shopify or Wix: Which Platform Should You Choose?","\u002Fassets\u002Fblog\u002Flarge_woocommerce_shopify_wix_best_ecommerce_platform_comparison_jpg_f7229ca506.webp","2025-01-08",1783016450571]