Exorigo Upos analysis: Western Europe leads the e-commerce market by far with 80% compared to 55% in Eastern Europe
Western European shoppers spend an average of €85 per transaction, while Eastern European consumers spend €55 - A significant portion of the elderly population is online shopping in Western Europe, while in Eastern Europe, most online…
- Western European shoppers spend an average of €85 per transaction, while Eastern European consumers spend €55
- A significant portion of the elderly population is online shopping in Western Europe, while in Eastern Europe, most online shoppers are young
- Eastern European shoppers are more price-sensitive than Western
Western Europe boasts a notably higher e-commerce penetration rate compared to its Eastern counterpart, according to Exorigo Upos, the Polish company that provides IT technology solutions for the retail sector.
An analysis carried out by the company showed that in 2023 the e-commerce penetration rate in Western Europe was approximately 80%, a significant lead over Eastern Europe, which stands at around 55%.
„This disparity highlights the more mature online retail market in Western European countries like the UK, Germany, and France, where digital shopping has become an integral part of consumer behavior. However, Eastern Europe is catching up and gradually growing, thanks to the increase in smartphone use, the expansion of Internet access, and the emergence of local e-commerce platforms. We also see more and more retailers interested in innovative solutions that offer significant development opportunities such as those in the Exorigo Upos portfolio that provides companies with support in IT services, development of e-commerce platforms, and implementation of omnichannel strategies”, stated Marek Nowakowski, General Manager Exorigo-Upos România.
Over the past five years, Western Europe has witnessed a substantial shift in online shopping habits. Consumers in this region increasingly prefer online shopping due to convenience, a wider range of products, and competitive pricing. The COVID-19 pandemic accelerated this trend, pushing online sales to grow by over 25% annually between 2020 and 2022. In contrast, Eastern Europe is experiencing a more gradual change. The region has seen an annual growth rate of around 15% in online shopping, driven by increasing internet penetration and improving digital literacy.
The data analysed by Exorigo Upos that in terms of product categories, Western European consumers predominantly purchase fashion items, electronics, and home goods online. Fashion alone accounts for about 35% of total e-commerce sales in the region. On the other hand, Eastern European shoppers show a higher propensity for purchasing electronics, followed by fashion and beauty products. Electronics represent nearly 40% of online purchases in Eastern Europe, underscoring a different set of consumer priorities.
