Up to 35 countries sized in € and ranked by growth — plus payments, delivery, search & trust per market. One clear picture, free.
Click a column to sort. Hover a country or a row to connect the map with the numbers. Markets ranked by B2C online turnover; growth is the latest year-on-year change.
| Market | B2C turnover | Growth |
|---|---|---|
United Kingdom |
150 bn € | ▲ +3.4 % |
France |
112 bn € | ▲ +6.0 % |
Germany |
94 bn € | ▲ +6.0 % |
Spain |
68 bn € | ▲ +9.0 % |
Italy |
59 bn € | ▲ +9.0 % |
Poland |
43 bn € | ▲ +8.0 % |
Netherlands |
36 bn € | ▲ +6.0 % |
Belgium |
17 bn € | ▲ +6.0 % |
Switzerland |
16 bn € | ▲ +3.5 % |
Sweden |
13 bn € | ▲ +7.0 % |
Romania |
12 bn € | ▲ +18.0 % |
Norway |
12 bn € | ▲ +7.0 % |
Austria |
11 bn € | ▲ +6.0 % |
Denmark |
7.8 bn € | ▲ +7.0 % |
Czechia |
7.7 bn € | ▲ +5.0 % |
Ireland |
6.7 bn € | ▲ +6.0 % |
Finland |
6.2 bn € | ▲ +7.0 % |
Ukraine |
5.3 bn € | ▲ +25.0 % |
Hungary |
4.8 bn € | ▲ +8.0 % |
Portugal |
4.1 bn € | ▲ +9.0 % |
Greece |
3.1 bn € | ▲ +9.0 % |
Bulgaria |
2.5 bn € | ▲ +18.0 % |
Slovakia |
1.8 bn € | ▲ +8.0 % |
Lithuania |
1.2 bn € | ▲ +7.0 % |
Croatia |
1.2 bn € | ▲ +9.0 % |
Slovenia |
860 mn € | ▲ +9.0 % |
Serbia |
846 mn € | ▲ +12.0 % |
Estonia |
800 mn € | ▲ +7.0 % |
Iceland |
700 mn € | ▲ +7.0 % |
Latvia |
700 mn € | ▲ +7.0 % |
Albania |
540 mn € | ▲ +12.0 % |
Moldova |
464 mn € | ▲ +15.0 % |
Bosnia and Herzegovina |
420 mn € | ▲ +10.0 % |
North Macedonia |
350 mn € | ▲ +12.0 % |
Montenegro |
150 mn € | ▲ +12.0 % |
Sources: Eurostat, EuroCommerce, national e-commerce associations & market research. Figures in €, latest available year. Methodologies differ slightly between countries — use for market context. Complete pan-European data is for 2024; the full 2025 report is due in September 2026.
Every European market plotted by growth and size (bubble = online shoppers). Fast-growing markets sit to the right, big markets sit high — the sweet spot, fast & not yet saturated, is where your next expansion bet lives.
Bubble size = online shoppers · dashed lines mark the European median growth & size · click a market type in the legend to show or hide it. Each market's full opportunity profile — spend per capita, % of GDP, spend per shopper — is unlocked in the free report.
Where demand is accelerating right now — year-on-year growth of online retail.
Ukraine
+25.0%
Romania
+18.0%
Bulgaria
+18.0%
Moldova
+15.0%
Serbia
+12.0%
Albania
+12.0%
North Macedonia
+12.0%
Montenegro
+12.0%
Bosnia and Herzegovina
+10.0%
Portugal
+9.0%
Greece
+9.0%
Croatia
+9.0%
Every market as a tile sized by its online-retail turnover and coloured by growth. At a glance: the biggest tiles (the West) are mostly blue — slow — while the green, fast-growing markets are still small. That gap is the opportunity.
Tile size = B2C online-retail turnover · colour = year-on-year growth (green = fast, amber = mid, blue = slow) · hover for exact figures.
Online retail grouped by region — bar length = how fast the region is growing (weighted by market size), with total market size alongside. Emerging Europe is expanding several times faster than the mature West.
Each market by online adoption (how many already shop online) and growth — bubble = population. The top-left corner (low adoption, fast growth) is the biggest untapped runway: lots of people about to move online.
Left = fewer people shop online yet (more headroom) · up = faster growth · bubble = population · dashed lines = European medians · click a group in the legend to show or hide it.
We rank all 35 markets for expansion — one score blending growth, untapped headroom, market size and purchasing power. Here's a blurred preview.
Pick the market you already sell in — we'll rank your best expansion targets by attractiveness, with a bump for markets close to home.
All 34 markets ranked for your store — plus the entry playbook for each: which payment methods, carriers & marketplaces to set up.
Get the free report →Population, online shoppers, and the payment methods, delivery options, search engines, price-comparison sites, marketplaces & trust platforms that dominate each market. This is a preview — the free report unlocks every method and platform per country.
United Kingdom
150 bn €▲ +3.4 %
France
112 bn €▲ +6.0 %
Germany
94 bn €▲ +6.0 %
Spain
68 bn €▲ +9.0 %
Italy
59 bn €▲ +9.0 %
Poland
43 bn €▲ +8.0 %
Netherlands
36 bn €▲ +6.0 %
Belgium
17 bn €▲ +6.0 %
Switzerland
16 bn €▲ +3.5 %
Sweden
13 bn €▲ +7.0 %
Romania
12 bn €▲ +18.0 %
Norway
12 bn €▲ +7.0 %
Austria
11 bn €▲ +6.0 %
Denmark
7.8 bn €▲ +7.0 %
Czechia
7.7 bn €▲ +5.0 %
Ireland
6.7 bn €▲ +6.0 %
Finland
6.2 bn €▲ +7.0 %
Ukraine
5.3 bn €▲ +25.0 %
Hungary
4.8 bn €▲ +8.0 %
Portugal
4.1 bn €▲ +9.0 %
Greece
3.1 bn €▲ +9.0 %
Bulgaria
2.5 bn €▲ +18.0 %
Slovakia
1.8 bn €▲ +8.0 %
Lithuania
1.2 bn €▲ +7.0 %
Croatia
1.2 bn €▲ +9.0 %
Slovenia
860 mn €▲ +9.0 %
Serbia
846 mn €▲ +12.0 %
Estonia
800 mn €▲ +7.0 %
Iceland
700 mn €▲ +7.0 %
Latvia
700 mn €▲ +7.0 %
Albania
540 mn €▲ +12.0 %
Moldova
464 mn €▲ +15.0 %
Bosnia and Herzegovina
420 mn €▲ +10.0 %
North Macedonia
350 mn €▲ +12.0 %
Montenegro
150 mn €▲ +12.0 %
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