Europe
Europe is one of the world's largest and most mature e-commerce regions, with a population of 745 million, a GDP exceeding €28 trillion, and €938 billion in annual e-commerce sales. Cross-border trade is growing rapidly, with digital commerce between European markets increasing 88% since 2019.
Key information
- E-commerce market size: €938 billion
- E-commerce CAGR: 6%
- Cross-border e-commerce volume: €210 billion
Sweden
Few markets have embraced digital payments as extensively as Sweden, with digital wallets now accounting for 44% of transactions. Swish, the country's leading bank transfer method, is used by 91% of the population. Sweden is also one of the world's most mature BNPL markets, with instalment-based payments accounting for a quarter of e-commerce transactions.
Key information
- E-commerce market size: €26.6 billion
- E-commerce CAGR: 5%
- Local payment methods: Swish, Trustly, Qliro
Poland
Poland's e-commerce market has reached 35 billion EUR and continues to expand at a CAGR of 8%. Bank transfers dominate the payments landscape, driven overwhelmingly by BLIK – the country's leading account-to-account payment method.
Key information
- E-commerce market size: €35 billion
- E-commerce CAGR: 8%
- Local payment methods: BLIK, PayPo, PayU, Przelewy24
Germany
Germany is one of Europe's largest e-commerce markets, generating over €170 billion in online sales in 2025. Cards account for just 11% of e-commerce payments – the lowest share among major Western European markets. As open banking matures, Pay by Bank and the pan-European wallet Wero are accelerating Germany's shift towards connected, bank-based payments.
Key information
- E-commerce market size: €170 billion
- E-commerce CAGR: 6%
- Local payment methods: Pay by Bank, PayPal, Wero
France
Cards dominate payments in France, driven by the domestic Cartes Bancaires (CB) scheme. Beyond cards, open banking is reshaping the market, with Pay by Bank and Wero expanding bank-based payments. Meanwhile, BNPL providers like Floa are making instalments a standard part of the checkout experience.
Key information
- E-commerce market size: €176bn
- E-commerce CAGR: 6%
- Local payment methods: Cartes Bancaires, Floa, Pay by Bank, Wero
Italy
Italy's e-commerce market is valued at €86 billion, growing 6% year-on-year. Local payment methods now account for 69% of online purchases, with domestic solutions like Satispay and BANCOMAT Pay driving much of this shift. BNPL is also gaining traction, with regional providers like Scalapay offering instalment options tailored to Italian consumers.
Key information
- E-commerce market size: €86 billion
- E-commerce CAGR: 6%
- Local payment methods: BANCOMAT Pay, MyBank, Satispay, Scalapay
