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In 2024, online product sales doubled (up by 5.4%) in the 6 main Western European markets of the U.K., Germany, France, Italy, the Netherlands, and Switzerland, driven by lower inflation and higher volumes. In 3 years, the peak of 2021 was matched or exceeded in the vast majority of countries tracked by mind Retail. While electronics confirmed resilience, FMCG stabilised. Despite aggressive sales by Shein and Temu, online fashion grew in value in Germany and France, gaining market share. Where 12 points of market share separated France and the UK in 2023, the gap is now only 5 points.
The 4 key points of 2024
- In 2024, growth of online sales doubled (+5.4%) driven by France, the U.K. and Switzerland. In Germany and Italy the market exceeded the 2021 level and was the same in France and the U.K.
- In the U.K., e-commerce accounts for 27.1% of total retail and for 22% in the Netherlands. Germany, France and Italy are between 13% and 10%.
- Non-food e-commerce accounts for 40% to 50% of sales in the most mature countries. This is the case for
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Article authors
Morgane Monteiro
Journalist
Journaliste économique pour mind Retail depuis 2024, j’analyse la transformation digitale du commerce.
Sophie Baqué
Chief Editor of mind Retail