Analysis Of Western Europe eCommerce Market Share Statistics|2022 Statistics

Updated as of Jul 10, 2022


Germany leads the Western Europe eCommerce market both in terms of the number of companies and aggregate GMV. Germany accounts for 42% share in GMV in Western Europe, 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.


Western Europe Physical Goods eCommerce Market Share by Web Sales Range of Companies

PipeCandy estimates that 84% of the merchants in Western Europe generate annual online sales of less than USD 1M. Less than 1% of Western Europe generates more than USD 500M in annual online sales.


#Web Sales RangeeCommerce companiesMarket Share
1 <1M 220,237 83.66%
2 1M-50M 41,648 15.82%
3 50M-100M 743 0.28%
4 100M-500M 563 0.21%
5 500M+ 64 0.02%

Germany with 27% share has the highest number of eCommerce companies in Western Europe.
German eCommerce with 43% share has the largest market in aggregate GMV in Western Europe.
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Western Europe Stores eCommerce Market Shares by Web Traffic Rank

Around 73% of websites in Western Europe have a traffic rank between 3M-10M


#Traffic RankNumber of CompaniesMarket Share
1 < 10K 134 0.05%
2 10K - 100K 1,107 0.42%
3 100K - 500K 3,058 1.16%
4 500K - 1M 4,113 1.55%
5 1M - 3M 62,939 23.79%
6 3M - 10M 193,199 73.03%

There are 2,64,550 eCommerce companies in Western Europe in 2022
The aggregate online sales of physical goods eCommerce companies in Western Europe was USD 405.3B in 2021.
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Western Europe eCommerce Market Share by Category

Around 29% of B2C physical goods eCommerce companies in Western Europe are Fashion and Apparel companies. Fashion and Apparel companies generated 29% and Grocery and Home Supplies category generated 11% of physical goods eCommerce sales in Western Europe.


#CategoryNumber of CompaniesMarket Share
1 Fashion and Apparel 78,139 29.54%
2 Food and Beverages 32,049 12.11%
3 Consumer Electronics and Appliances 22,830 8.63%
4 Arts and Entertainment 22,705 8.58%
5 Sporting and Outdoor 17,169 6.49%
6 Home and Garden 14,338 5.42%
7 Health and Fitness 13,898 5.25%
8 Automotive and Vehicles 10,919 4.13%
9 Hobbies and Interests 9,152 3.46%
10 Grocery and Home Supplies 8,901 3.36%

The aggregate GMV of Fashion and Apparel companies in Western Europe is USD 120B.
The aggregate GMV of Grocery and Home Supplies Companies in Western Europe is USD 46.3B.
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