Western Europe Ecommerce Forecast 2024

Ecommerce Regains Share of Retail Sales as More People Shop on Mobile Devices

Ecommerce sales have returned to modest growth in Western Europe as the economic outlook brightens in key markets. Following an unprecedented dip in the wake of the pandemic, ecommerce penetration is rising again as people embrace the convenience of shopping via mobile phone and apps from the likes of Shein and Temu.

Key Question: What is the outlook for Western Europe retail and ecommerce sales in 2024 and beyond?

Key Stat: Ecommerce penetration will reach 12.7% in Western Europe this year. But that remains below the 2021 peak of 14.1%, which won’t be reached again by the end of our forecast period.

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Table of Contents

  1. Executive Summary
  2. Retail sales growth is slowing despite an improved economic outlook
  3. Ecommerce is regaining share of retail as online sales accelerate
  1. Mcommerce continues to gain share of online retail sales
  2. Consumers in France and Germany are prioritizing essentials when shopping online 
  3. Amazon continues to dominate ecommerce
  1. Sources
  2. Media Gallery

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authors

Carina Perkins

Contributors

Paul Briggs
Principal Analyst
Oscar Bruce Jr.
Senior Forecasting Analyst
Sky Canaves
Principal Analyst
Diego Dell’Orco
Jasmin Ellis
Madan Kumar
Copy Editor
Vladimir de Leon
Chart Editor
Peter Newman
Director, Forecasting
Heather Sprung
Senior Editor
Matt Torpey
Senior Chart Editor

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