E-commerce and Logistics in Europe

Warum es wichtig ist

European e-commerce is large, but profits are increasingly won or lost in conversion quality, first-party data, localisation, fulfilment precision, returns discipline and regulatory readiness. The winners will not only sell online; they will operate unified commerce with cleaner data and sharper economics. EUR 887bn 24% 19% European B2C e-commerce turnover in 2023 EU businesses conducting e-sales in 2024 share of total turnover from e-sales in EU businesses in 2024

Executive Summary

The sector is still growing, but it is now much more operationally unforgiving. Customer acquisition is expensive, marketplaces are powerful, fulfilment errors are visible and regulation is tightening across product safety, accessibility, tax reporting and platform conduct. The 2025-2026 opportunity lies in unified data and decisioning: one view of customer, inventory, price, order, service and returns. AI can help with merchandising and support, but only after the commerce stack is coherent. In 2024, 77% of EU internet users bought online and 24% of EU businesses reported e-sales. Yet a third of online shoppers had problems in 2023, showing that execution quality remains a major competitive lever.

Für wen sich das lohnt

• E-commerce and logistics operators trying to protect margin while scaling cross-border demand.
• Commercial teams responsible for acquisition efficiency, lifecycle CRM, and localisation quality.
• Product and operations leaders unifying checkout, fulfilment, returns, and service data.

Drei nächste Fragen

1. Where are the biggest margin leaks across acquisition, fulfilment, returns, and service right now?
2. How coherent are the inventory, order, customer, and CRM data layers behind growth decisions?
3. Which market or category is strong enough to justify a full-funnel conversion and retention program next?