Western Europe Ecommerce Forecast 2022

Economic Issues Dent Sales but Won’t Stop Shift to Online and Mobile Buying

Executive Summary

Despite economic headwinds, both total retail sales and retail ecommerce sales are rising across Western Europe. But growth won’t be as strong as we had forecast in late 2021.


  1. How are current economic and political developments affecting retail and retail ecommerce sales in Western Europe?
  2. In which countries are retail ecommerce and mcommerce sales growing fastest?
  3. What do our first category breakouts for Germany tell us about ecommerce sales trends for specific product groups?

WHAT’S IN THIS REPORT? Our latest forecast for retail, ecommerce, and mcommerce sales in Western Europe, including the key markets of France, Germany, Italy, Spain, and the UK. It also highlights major trends in regional ecommerce.

KEY STAT: Retail ecommerce sales in Western Europe will climb 5.1% in 2022 and surpass $700 billion. In 2023, digital sales in the region will reach $750.22 billion.

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Table of Contents

  1. Executive Summary
  2. Key Points
  3. Macroeconomic Trends Affecting Retail Sales in 2022
  4. Total Retail Sales Will Rise Minimally, as Wary Consumers Watch Their Spending
  1. Economic Headwinds Slow Ecommerce Growth
  2. Mcommerce Is the Fastest-Growing Retail Segment
  3. Clothing and Consumer Electronics Claim the Largest Shares of Germany’s Ecommerce Sales
  4. Digital Buyers in Western Europe
  1. What Does This Forecast Mean for Brands and Retailers in Western Europe?
  2. Read Next
  3. Sources
  4. Media Gallery

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Karin von Abrams


Alina Brentnall
Senior Researcher
Oscar Bruce Jr.
Senior Forecasting Analyst
Suzy Davidkhanian
Principal Analyst, Retail & Ecommerce
Bill Fisher
Principal Analyst, UK
Zach Goldner
Junior Forecasting Analyst