Western Europe’s ecommerce market is settling into a slower but more resilient phase of growth. While inflation, geopolitical uncertainty, and weak consumer confidence continue to weigh on spending, ecommerce is still outperforming total retail, driven by mcommerce, marketplaces, and digital grocery adoption. Emerging forces including AI shopping agents and renewed US-EU trade tensions could further reshape the market through 2030.

Key Question: What is the outlook for ecommerce sales in Western Europe in 2026 and beyond?

Key Stat: By 2030, ecommerce in Western Europe will account for 13.4% of total retail sales, just 0.1 percentage point below the peak penetration level reached during the pandemic.