European Union Retail eCommerce Market Share |2022 Statistics

Updated as of Aug 10, 2022


The European Union is the second regional market for eCommerce with 20% of global eCommerce companies operating in the region and generating USD 636B in sales. Germany leads the EU eCommerce market both in terms of number of companies and aggregate GMV followed by France, Italy and Netherlands each with a share of 11% in total GMV. Around 83% of the eCommerce companies are in the lower web sales range of less than USD 1M.


European Union Physical Goods eCommerce Market Share by Number of Companies

84% of physical goods eCommerce companies in the European Union generate less than USD 1M in GMV. Less than 1% of eCommerce companies generate more than USD 50M in GMV. Amazon, Otto and Zalando are the biggest online stores in the European Union


#Web Sales RangeeCommerce companiesMarket Share
1 <1M 361,276 83.80%
2 1M-50M 67,699 15.70%
3 50M-100M 1,150 0.27%
4 100M-500M 903 0.21%
5 500M-1B 89 0.02%
6 >1B 25 0.010%

There are 2.2M eCommerce companies in European Union in 2022
The aggregate online sales of physical goods eCommerce companies in European Union was USD 636B in 2021
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European Union eCommerce Market Share by Traffic Rank

5% of eCommerce websites in the European Union have very low traffic


#Traffic RankNumber of CompaniesMarket Share
1 < 10K 1,256 0.06%
2 10K - 100K 6,381 0.28%
3 100K - 500K 14,898 0.66%
4 500K - 1M 22,375 1.00%
5 1M - 3M 279,605 12.47%
6 3M - 10M 861,668 38.42%
7 10M+ 1,056,408 47.11%

The European Union has a market share of 28% of eCommerce merchants globally
The European Union has a market share of 34% of aggregate global eCommerce GMV generated
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European Union eCommerce Market Share by Product Category

29% of B2C Physical Goods eCommerce companies in the European Union are Fashion and Apparel companies. Fashion and Apparel companies generated 28% and the Grocery and Home Supplies category generated 11% of Physical goods eCommerce sales in European Union


#Product CategoryNumber of CompaniesMarket Share
1 Fashion and Apparel 129,398 29.87%
2 Food and Beverages 55,397 12.79%
3 Arts and Entertainment 37,260 8.60%
4 Consumer Electronics and Appliances 35,067 8.09%
5 Sporting and Outdoor 28,435 6.56%
6 Health and Fitness 23,764 5.49%
7 Home and Garden 23,453 5.41%
8 Automotive and Vehicles 18,121 4.18%
9 Grocery and Home Supplies 14,288 3.30%
10 General Merchandise 13,927 3.21%

The aggregate GMV of Fashion and Apparel in European Union is USD 181B
The aggregate GMV of Grocery and Home Supplies in European Union is USD 72B
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