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The growth of e-commerce in Europe is an ever-evolving phenomenon, albeit different from what was initially anticipated. With the majority of European Internet users now making their purchases online, e-commerce has established itself as a resilient force in the retail landscape.

This brief analysis looks at the reasons for this slowdown and explores the outlook.

The growth of e-commerce continues, but in a different way from what was expected. The majority of Internet users in Europe make their purchases online, but growth is slower than before. Last year, the total volume of B2C online sales in Europe rose by 6% to 899 billion euros, representing more moderate growth compared to 2021.

According to a report by Ecommerce and EuroCommerce, e-commerce in Europe grew by 12% in 2021 compared to the previous year, but measured growth in 2022 is significantly more moderate. Western Europe generated 67% of total online sales volume, while Eastern Europe contributed just 2%. It should be noted that most of the measured growth occurred in Eastern Europe.

The future looks bright for e-commerce, which is expected to account for 30% of total retail sales volume by 2030. New technologies, including artificial intelligence, will play a key role in driving online sales in the future. AI is currently widely used to develop intelligent algorithms that can predict customer demand, ensuring optimal stock levels and reducing waste. In addition, sales of second-hand products are on the rise, contributing to the continued growth of e-commerce.

In conclusion, e-commerce in Europe is undergoing a transformation that was not quite anticipated. Although growth has slowed, it remains an essential part of the retail sector. Inflation, price trends and disparities between Western and Eastern Europe play a key role in this evolution. Despite these challenges, the future looks bright, thanks in particular to technological advances such as artificial intelligence, which promises to revolutionize the e-commerce landscape.