E-commerce grew significantly post-pandemic, driven by online shopping habits and mobile use, despite competition from Chinese platforms.
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The pandemic significantly boosted e-commerce adoption globally, leading to sustained growth. In Spain, e-commerce turnover increased by 15.2% in Q3 2023, though its penetration remains below the European average. Across the EU, internet purchasing for private use rose from 56% in 2018 to 70% in 2023. While countries like Netherlands and Denmark lead in online shopping rates, others lag. In Poland, mobile devices are the primary purchasing method (78% declare online shopping), though social media usage is low due to established habits and concerns over returns and payment security. The European e-commerce market reached over €877 billion in 2025, driven largely by Central and Eastern Europe. Clothing and electronics are the most purchased categories. In Poland, while Allegro remains a leader, Chinese platform Temu is gaining traction by encouraging higher spending per user through purchasing fewer but more expensive items. Consumers value the convenience of online shopping, supported by improved reliability and cybersecurity. However, European businesses face losses to global Chinese platforms offering low prices, fast delivery, and questionable product standards.
