Clothing, Footwear Lead European Online Shopping in 2024
Clothing, footwear, and accessories remain the most popular online purchases in Europe, accounting for 70% of all e-commerce transactions in 2024, according to recently published data.
The figures, released by Ecommerce Europe, show that these categories significantly outpaced multimedia products (56%) and streaming subscriptions (46%). Approximately 31% of European consumers also purchased perfumes and cosmetics online, while 26% bought sports equipment. The report, based on a Eurostat survey, reveals that 83% of Europeans prefer to order from domestic sellers, with 33% choosing retailers from other European countries.
Interestingly, 16% of customers reported not knowing the nationality of the seller they purchased from, and 20% ordered from businesses based outside the European Union – a figure that remains consistent with the previous report but is being closely watched due to the growing presence of platforms like Shein and Temu. This trend highlights the increasing globalization of the e-commerce landscape and potential challenges for European retailers. “This year marks a significant shift in perspective at the European level on issues such as competitiveness and simplification. However, the urgency of the situation remains unaddressed,” stated Luca Cassetti, Secretary General of Ecommerce Europe. Director General Christel Delberghe added, “Europe urgently needs to step up enforcement to ensure that all companies, whether based in the EU or not, meet the same obligations, with consistent and rigorous implementation across all Member States.”
A technological gap exists between larger and smaller companies, with businesses employing over 250 people reporting higher levels of “digital intensity” – encompassing factors like connection speed and automation – than small and medium-sized enterprises (SMEs). Western Europe continues to dominate the European e-commerce market, generating 64% of B2C online sales in 2024, followed by Southern Europe at 19%. You can find more information about online shopping penetration rates in Europe on Statista. For further details on EU digital policy, visit the European Commission’s Digital Strategy website.
Officials indicated that continued monitoring of cross-border sales and enforcement of fair competition practices will be a priority in the coming months.
