European B2C e-commerce grew 7% to €911 billion in 2025, or about 4% after inflation, and should reach €961 billion this year, according to the annual European E-commerce Report by trade groups Ecommerce Europe and EuroCommerce. Western Europe still makes up 57% of online sales across the report’s 38 countries but grew slowest at 5%, while Eastern Europe grew 14% and Southern Europe 11%. The groups listed competition from non-EU sellers among their top concerns and want the EU to enforce its rules on customs, product safety, and the environment more strictly on anyone selling to EU shoppers. EuroCommerce director-general Christel Delberghe wrote in the report that it recognizes the benefits of ending the customs duty exemption on low-value imports.
