After a weak 2023 for e-commerce in Europe, 2024 is a make or break year. Is improvement in the air? And where are the opportunities and challenges?
Very unevenly distributed
With a European average of 6.1%, inflation continued to mark the retail market in 2023 – even if it was lower than the previous year. Although European sales in B2C (business-to-consumer) e-commerce grew by a modest 3% last year, to 887 billion euros, when adjusted for inflation there was actually a decline in online turnover.
