Skip navigation and search
We no longer support Internet Explorer. Consider switching to Chrome, Edge, Firefox or a similar browser for a faster and smoother experience. Open in Microsoft Edge

Your shopping cart has expired!

Please click continue to add items to the cart

E-commerce reports

E-commerce in Europe

Since 2014, PostNord has published the annual report E-commerce in Europe, tracking the development of e-commerce in a number of European countries. The report is based on the results of consumer surveys conducted in the different countries during the month of May 2020. It is written in partnership with HUI Research, a consultancy.

E-commerce in Europe 2021

For the eighth year in a row, PostNord publishes the report E-commerce in Europe. The report is based on just over 12 000 interviews with e-commerce consumers in Belgium, Denmark, Finland, France, Germany, Italy, the Netherlands, Norway, Poland, Spain, Sweden and the UK. The report is produced in collaboration with the research company Nepa and HUI Research.

E-commerce in Europe has grown during the past year. In the countries surveyed, the average amount of physical good purchased online is EUR 160 per person and month. Consumers in most countries have increased their e-commerce purchases compared to before the pandemic. As in previous years, Germany and the UK are the largest e-commerce markets in Europe. The survey shows that 62 million consumers in Germany have shopped online in the last year, while the corresponding figure for the UK is 49 million.

Highlights from the report

  • Clothing & Footwear is still the largest e-commerce product category in Europe.
  • When European consumers shop online from other countries, China, the UK, the US and Germany are the markets from which most people shop.
  • Consumers in Italy, Germany and Spain are the most willing to pay extra for eco-friendly deliveries.
  • E-shopping with a mobile phone has become commonplace. More than 70 procent of consumers in all the surveyed countries state that they have used a mobile phone during the last year.


Get the report E-commerce in Europe (pdf)