Retail ecommerce sales in Western Europe rose by 26.3% in 2020, to €481.54 billion ($539.18 billion). The pandemic is fueling other shifts in the retail landscape, too, such as a greater focus on buying local.

Total retail sales in Germany will top $927 billion in 2019. Ecommerce will account for an estimated 8.8% of that, or $81.85 billion—but digital sales are rising much faster, at 7.8% this year.

Already firmly established in the US ecommerce market, Amazon is ramping up its international efforts. Prime is the primary driver behind its global growth, but the membership program looks very different from country to country.