Since the beginning of the century, the Internet has dramatically changed modern society. Its influence extends beyond individual lifestyles: it has reshaped social interactions and perceptions of reality, while having a significant impact on global trade.
Shared access to the global network, new services and technologies, innovations in payment services and the widespread adoption of AI are transforming the e-commerce sector. All of this is making the purchasing experience and after-sales services easier and more convenient for customers. At the same time, new technologies are improving logistics and supply chain management, resulting in faster and more efficient deliveries.
According to European E-Commerce Report 2024 by EuroCommerce, total B2C European e-commerce sales reached EUR 887 billion last year, up from EUR 864 billion. However, there were regional differences, with the strongest growth recorded in Eastern Europe (15%), Southern Europe (14%) and Central Europe (8%). In contrast, Western Europe experienced a slight decline of 1%. In terms of country performance, Ukraine noted the strongest sales growth with 145%, followed by Bulgaria (19%) and Poland (17%).
Online shopping has allowed businesses to overcome territorial barriers and has encouraged them to reach out to entirely new customer bases that were previously unreachable, for example because of the distance that prevented customers from travelling to a physical shop. The Internet makes it possible to overcome these limitations and to offer goods and services across borders. European customers seem to share this point of view. According to Eurostat, in 2023 53% of e-shoppers bought goods and services from a domestic seller, but at the same time 21% reported purchases from different Member States, and 13% from a seller outside of the EU.
There has never been a better time to digitise your business and reach customers in the ever-growing CEE market. Economic trends and consumer demands underline the reality that only companies with a robust online presence are likely to continue to grow, reach potential customers, and thrive in this evolving landscape. Let us help you take this vital step into the future.
We hope you find the CMS Expert Guide to E-commerce to be a useful resource for your business.
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CMS Expert Guide to E-commerce in CEE 2024
The information contained in this Expert Guide is for general purposes only and does not purport to constitute legal or professional advice from CMS or any other firm. Therefore, it may not be relied on.
