The 'European E-commerce Report 2024' indicates that B2C ecommerce sales in Europe will grow by 8% in 2024, reaching €958 billion, up from €887 billion in 2023.
71% of European internet users shopped online in 2023, and this number is expected to rise to 72% in 2024, highlighting a growing trend in online shopping.
The Netherlands leads in online shopping, with 92% of internet users purchasing goods online, followed closely by Norway at 91% and Denmark at 89%.
Among EU internet shoppers in 2023, the most purchased categories were clothes and accessories (70%), followed by multimedia products such as music and books (48%).
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