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SearchThe European E-commerce Report 2026 estimates that B2C sales in 38 European countries will reach €961 billion. After adjusting for inflation, projected growth would be 3%, with differences between regions.
B2C e-commerce in 38 European countries could reach €961 billion in 2026, 5% more than in 2025, according to the European E-commerce Report 2026, prepared by Ecommerce Europe and EuroCommerce. This figure is a forecast, not an already observed result. After adjusting for inflation, the report estimates real growth of 3%.
The estimate extends the channel’s expansion, albeit at a more moderate pace than that recorded recently: nominal sales grew by 7% in 2025, reaching €911 billion, compared with €842 billion in 2024. The difference between nominal and real growth matters when interpreting market developments: part of the projected increase in turnover reflects the effect of prices, not an equivalent increase in purchases in real terms.
Growth would not be distributed evenly. Western Europe, which accounted for 57% of European B2C turnover in 2025, would retain its position as the largest market, with projected growth of 4% in 2026. For Northern Europe, the report estimates growth of 6%, while in Eastern Europe it forecasts a slowdown: after nominal growth of 14% in 2025, sales would increase by 5% in 2026.
The figure for Eastern Europe also illustrates why it is useful to distinguish turnover from real activity: the report anticipates inflation of 5.7% in that region in 2026 and a possible real decline of 1%, despite projected nominal growth. The rates for the different regions describe markets with different conditions and should not be read as a uniform trend for the entire continent.
For the European Union of 27, the forecast is €757.3 billion in B2C sales during 2026, 6% more than the previous year. This estimate applies to the EU bloc, not to all 38 European countries included in the analysis.
As for channel adoption, the report projects that the proportion of Europeans aged 16 to 74 who shop online will rise from 75% in 2025 to 77% in 2026. For Spain, the report’s country coverage puts the forecast increase in the share of shoppers in that age group at 71% to 73%. These figures concern people who shop online, not how much they spend or how often they do so.
Although developments in e-commerce are relevant to distribution and logistics companies, the projected €961 billion does not represent the value of shipments. The measurement includes online purchases of goods and services; therefore, it cannot be directly equated with parcel volumes or translated, without additional information, into a forecast of activity for logistics operators.
The report and the coverage consulted point to delivery efficiency as an area of transformation for the sector. However, the sales forecast alone does not determine how many shipments will be made or how they will be divided among delivery methods. To assess its operational implications, it is necessary to maintain this distinction between the expansion of the B2C market and actual logistics activity.
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