Online sales continued to grow in Europe in 2021, will they continue this trend in the future?

Online commerce in Europe has returned to double-digit growth in 2021, although a large drop in these figures was expected after the opening of stores. «In 2021, European e-commerce grew by 13% to reach €718 billion. The growth rate has remained stable, although it has increased slightly compared to 2020» inform Ecommerce Europe and EuroCommerce in the report.

After the peak of the COVID-19 pandemic, e-commerce has become even more entrenched in the economy and society. In general, two trends can be identified. On the one hand, the normalization and stabilization of sales compared to the exceptional previous year: E-commerce continued to grow in 2021 and is expected to do so in 2022, with growth slowly stabilizing.

On the other hand, the report identifies that consumers are being more careful in their spending. The effects of the war in Ukraine, inflation, disruption to global supply chains, and a general sense of uncertainty, are pushing growth numbers back to pre-pandemic levels. However, the fact that e-commerce sales are only experiencing a small decline so far shows that the digital commerce sector has become indispensable and very resilient. In addition, the online services sector, such as e-tourism, events and ticket sales, has seen a steady recovery over the past year.

The Secretary General of Ecommerce Europe, Luca Cassetti, Secretary General of Ecommerce Europemakes a request to the EU: « We call on EU Member States and policymakers to support the European economy and citizens in these challenging times, while continuing to work towards a future-proof legislative framework fit for omnichannel retail.«.

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While Christel Delberghe, CEO of EuroCommerceplaces special emphasis on the growth of the online channel: «Having a digital presence is becoming a matter of survival for many companies. Our customers expect us to offer them a seamless experience, with various combinations of online and offline interactions. Supporting the digitization of SMEs will require specific support, technical advice and awareness of the various tools to facilitate online presence.«

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