Recent trends and economic impact of e-commerce in the European Union

Data from Eurostat and UNCTAD highlight the significant expansion of e-commerce as of 2025. In the European Union, approximately 80% of individuals aged 16–74 engaged in online shopping in 2025, a substantial increase compared to 60% in 2015. On a broader scale, the UNCTAD estimated that B2B e-commerce sales across 43 analyzed economies reached nearly 27 trillion dollars in 2022.

While e-commerce facilitates access to new markets and broader customer bases, it introduces complex cost structures. For EU businesses, online sales accounted for nearly 20% of their total turnover in 2025. However, this figure varies significantly by company size: online revenue comprised approximately 25% for large enterprises, while small and medium-sized enterprises (SMEs) recorded only about 12.5% of their turnover from online activities. This disparity suggests that larger firms are better equipped to leverage digital sales channels.

Operating an online presence involves significant expenditures, including digital marketing, platform commissions, order management, and return processing. These costs can offset potential profitability, indicating that growth in sales volume does not always correlate directly with increased net profit margins.