In 2025, the EU's online shopping penetration rate reached 78%, and European e-commerce has entered a mature phase.

事件概述

2025年，欧盟统计局发布的电子商务统计显示，欧盟互联网用户中77.8%的人至少完成了一次在线购物，较2024年的76.6%提升了1.2个百分点。同时，欧盟居民互联网普及率达到94.5%，基本接近饱和。这意味着，digital commerce的增长逻辑已经从“触网”转向“深化网购行为”。

虽然1.2个百分点的增幅看似有限，但在庞大的网民基数上，欧盟去年仍新增了数百万网购者。这一数据的背后，是消费者对online shopping接受度的结构性提升。

市场背景

欧洲电商市场已经进入成熟阶段。北欧和西欧国家的渗透率普遍超过90%，市场增长动力主要来自客单价提升和复购率维持。而东南欧国家如罗马尼亚、保加利亚，尽管基数低，但增长速度惊人，成为拉动欧洲电商版图扩张的重要力量。

从数据看，欧盟内部的电商发展仍存在明显的“数字鸿沟”。爱尔兰、荷兰、丹麦处在第一梯队，而罗马尼亚、意大利、保加利亚处于追赶位置。这也意味着，跨国平台和品牌需要根据不同市场的成熟度配置资源，尤其是ecommerce logistics和支付基础设施的差异。

平台与品牌影响

随着网购人群渗透率的提升，电商平台面临的机会和挑战同时增加。一方面，用户结构趋于多元化，大量中老年用户进入线上，对平台易用性和客服体系提出更高要求；另一方面，成熟市场增长放缓，倒逼平台从“跑马圈地”转向精细化运营。

对品牌而言，数据表明，在爱尔兰等成熟市场，线上渠道已成为默认消费场景，品牌必须将DTC能力视为生存底座。而在罗马尼亚等新型增长市场，消费者正快速完成对电商的信任构建，优先布局的品牌有望占据先发优势，同时需借助retail technology优化本地体验。

消费者趋势分析

欧洲消费者的网购习惯正在从“偶然”转向“日常”。尤其在高渗透率国家，网购已覆盖几乎所有互联网用户，这意味着consumer trends不再受年龄、地域等传统变量限制。值得关注的是，东南欧消费者的购物习惯仍处于养成期，价格敏感度和支付偏好存在显著差异。

未来，随着本地物流和支付基础设施完善，欧洲消费者的行为将进一步向移动端和跨境消费倾斜。具体表现为对送达时效的敏感度提升，以及对可持续购物选项的关注。

区域市场影响### Western and Northern Europe Ireland (95.3%), the Netherlands (94.4%), and Denmark (91.2%) rank among the top three in the EU. Norway, although not an EU member, also reaches a penetration rate of 93.4%. These markets are almost at saturation, and competition focuses on deepening the value of existing users.

Southeastern Europe growth belt Romania is the EU country with the fastest penetration growth over the past decade, leaping from 18% in 2015 to 63.6% in 2025, an increase of 46 percentage points. The Czech Republic (+33 percentage points) and Ireland (+32 percentage points) also show strong growth momentum. North Macedonia, though not an EU member, has also nearly quadrupled its penetration rate from a low base, reaching 60.3%.

Southern and Eastern Europe Italy (61.7%) and Bulgaria (57%) lag behind the EU average. In southeastern Bulgaria, only about one-fifth of residents regularly shop online, showing significant regional disparities. This situation also means that these countries are still in the early stages of e-commerce development, with infrastructure and consumer habits yet to be cultivated.

Future Trends

Data from Eurostat provides key clues for observing the future direction of European e-commerce. First, Southeastern Europe will become the main battlefield for the next wave of growth. As the EU's digital strategy advances, cross-border logistics and digital skills training will accelerate in adoption. It is expected that the penetration rate in this region will converge toward the EU average, and cross-border retail will become an important driver.

Second, mature markets will place greater emphasis on differentiated competition in user experience. Platforms may compete for consumers' time through AI-powered personalized recommendations, subscription memberships, and online-offline integration, further improving the operational efficiency of the marketplace economy.

Finally, consumers' demands for "sustainability" and "transparency" will influence purchasing decisions. E-commerce companies need to integrate social responsibility into their core operational strategies, not just as a marketing slogan. In the competitive landscape of global marketplaces, sustainability is becoming a new dividing line.

Overall, European e-commerce is bidding farewell to the era of "incremental dividends" and entering a new stage of "intensive cultivation of existing stock". For global brands and cross-border sellers, understanding the maturity differences across European markets will be key to formulating long-term strategies.

Key Insights

• EU online shopping penetration reached 77.8%, steadily rising for many years
• Ireland, the Netherlands, and Denmark lead, with penetration rates exceeding 91%
• Romania saw the largest increase in penetration over the past decade, up 46 percentage points
• European e-commerce is clearly divided; Southern and Eastern Europe still have room for growth

Recommended Tags

European ecommerce, consumer behavior, Eurostat, online shopping, ecommerce adoption

Related Markets EU, Ireland, Netherlands, Denmark, Romania, Bulgaria, Czech Republic, North Macedonia

Related Platforms

Mainstream international and local ecommerce platforms

Data Source

https://ecommercenews.eu/78-of-european-internet-users-bought-online-in-2025