
Despite the positive trajectory, the sector’s overall growth rate fell by 3%, owing to three major factors:
- persistent inflationary pressures
- intense competition from Asian market players
- the ongoing implementation of green and digital transitions
These challenges have resulted in a complex operating environment for European e-commerce businesses. The market landscape reveals stark regional disparities throughout Europe, emphasizing the critical need for coordinated EU-wide action.
A specific challenge arises from the disconnect between consumer demands and economic realities.
While consumers increasingly seek sustainable products, their diminished purchasing power makes it difficult for them to afford premium-priced sustainable alternatives.

Source: Ecommerce-europe.eu
To address these issues, E-commerce Europe proposes several key reforms. Their recommendations focus on creating a level playing field for EU and non-EU players, as well as more effective enforcement of EU regulations.
The organization emphasizes the importance of streamlined consumer information systems, a more competitive retail payment landscape, and revised tax policies.
Looking ahead, careful balancing of various stakeholder needs will determine the sector’s success. This includes:
- assisting SMEs while giving larger players enough flexibility to implement necessary changes
- the emphasis on cross-border trade potential remains critical
- the ongoing development of sustainable practices
“Implementation” must be the keyword for the new EU mandate,” says E-commerce Europe, emphasizing the importance of assisting businesses in balancing compliance and economic growth.
As the sector evolves, maintaining a healthy e-commerce ecosystem while embracing digital and sustainable transitions will be critical to European market competitiveness.