The state of e-commerce in the U.S., U.K., France, Germany, and Belgium in 2024: the latest figures

E-commerce continues to grow at a steady pace across the world’s major economies, driven by shifting consumer behaviors, digital transformation, and emerging technologies such as artificial intelligence and social commerce.

In the United States, United Kingdom, France, Germany, and Belgium, trends vary based on local economic dynamics, consumer preferences, and regulatory changes. This article provides an in-depth analysis of the e-commerce landscape in these five countries, backed by the latest data and key market insights.

The e-commerce market in the United States: a global leader in expansion

With $879.54 billion in online sales recorded in the first three quarters of 2024, the United States reaffirms its position as the world’s largest e-commerce market. This represents a 7.2% year-over-year increase, with total sales expected to reach $1.26 trillion by the end of the year. By 2027, e-commerce is projected to account for 22.6% of total U.S. retail sales (Source: United States Census Bureau).

Artificial intelligence (AI) plays a pivotal role in this growth. Businesses are leveraging AI to personalize product recommendations, enhance customer interactions through advanced chatbots, and optimize product descriptions. Data management has also become a key priority, with 68% of companies planning to increase their investments in this area.

Another major trend is social commerce, with 67% of American consumers having made a purchase via social media this year. At the same time, resale and second-hand platforms are expanding rapidly, with the market expected to reach $70 billion by 2027. Subscription-based e-commerce is also on the rise, generating over $38 billion in revenue in 2023.

The e-commerce market in the United Kingdom: A digitalized and mature landscape

The United Kingdom is the world’s third-largest e-commerce market, following China and the United States. In 2024, online sales account for 36.3% of total retail transactions, a figure that is projected to reach 32% by 2028. This dominance is largely driven by the widespread adoption of mobile commerce, with over two-thirds of transactions now completed via smartphones.

British consumers have embraced trends such as showrooming (testing products in-store before purchasing online) and click-and-collect, which has become a standardized shopping method. The Buy Now, Pay Later (BNPL) model is also seeing significant growth, with 41% of shoppers regularly using it to finance their purchases.

From a regulatory perspective, Brexit has led to a divergence from EU standards. Since 2021, the EU E-Commerce Directive no longer applies to the U.K., requiring online retailers to comply with specific regulations such as the Consumer Rights Act and the UK GDPR for data protection.

Future challenges include the rise of social commerce and the need for brands to adapt to an omnichannel environment, where consumer expectations for personalization and fast delivery are higher than ever.

E-commerce in Germany: growth driven by technology and sustainability

With a projected €87.1 billion in revenue for 2024, Germany solidifies its position as the largest e-commerce market in Europe. Approximately 39% of Germans shop online weekly, a figure that has increased compared to 2023. The most popular categories include fashion (66% of buyers), groceries (+266% growth over five years), and pharmaceuticals (44% of consumers buy online).

Germany's payment preferences are distinct, with PayPal leading at 67%, followed by invoice-based purchases (40%) and SEPA transfers. The Buy Now, Pay Later (BNPL) model is also gaining traction, with 37% of consumers using it regularly. Given the strong emphasis on security, biometric authentication is on the rise, with 35% of shoppers using fingerprint or facial recognition solutions.

Germany also stands out for its commitment to sustainability, with increasing adoption of circular commerce and eco-friendly deliveries. However, businesses face challenges such as high logistics costs and growing consumer expectations for transparent pricing and a seamless shopping experience.

E-commerce in Belgium: a rapidly expanding digital market

The Belgian e-commerce market is experiencing strong growth, with revenue expected to reach $21.3 billion in 2024 and an average annual increase of 5.67% through 2028. Around 89% of Belgians made an online purchase in the first half of 2024, marking a 3% increase year-over-year.

Belgian consumers are highly price-sensitive, with 55% actively searching for the best deals. Click-and-collect remains popular, with 24% of shoppers blending online and in-store experiences. The fastest-growing product categories include clothing (€782 million in sales), food (€538 million), and footwear/accessories (€334.5 million).

In terms of payment preferences, Bancontact dominates (73% of transactions), followed by credit cards (41%) and PayPal (39%). BNPL adoption remains moderate, with 14% of consumers using it regularly.

Businesses operating in Belgium must address several key challenges:

• Consumer expectations for free delivery (81%).
• The critical importance of customer service (84% of shoppers consider it essential).
• Transparency on fees and return policies, which helps reduce cart abandonment.
• The increasing role of social media as a strategic customer acquisition and retention tool.

The e-commerce market in France: a dynamic and evolving landscape

In 2024, the French e-commerce market continues its strong growth, reaching €175.3 billion, a 9.4% increase compared to 2023 (Fevad 2024). As Europe’s second-largest e-commerce market, behind Germany, France is shaping its ecosystem around omnichannel strategies, social commerce, and innovative payment solutions.

However, this growth is slightly below the 10.5% recorded in 2023, mainly due to the slower growth in service sales (which account for 62% of the market) and declining inflation.

The average transaction value stands at €68 in 2024.

After two consecutive years of decline (-1.8% in 2023 and -7% in 2022), online product sales rebounded by 6% in 2024, though they continue to grow at a slower pace than service sales, which increased by 12%.

Once again, the beauty sector drives market expansion, with a 4% increase in sales volume. Travel and leisure grow by 4%.

Meanwhile, fashion, high-tech and Hoe decor are recovering after two years of downturn.

• Fashion sales stabilized at 0% growth, marking the end of its decline.
• High-tech is also nearing stabilization, with only a -1% decrease in 2024.
• Home decor declines by 6%

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Consumer behaviors are evolving, with 48% of shoppers favoring a hybrid purchasing journey, combining online research with in-store purchases. Click-and-collect is gaining traction, especially in electronics and furniture, while Buy Now, Pay Later (BNPL) adoption is rising, with 41% of consumers using this payment option for high-value purchases.

Social commerce is emerging as a key channel, particularly among younger generations. 45% of Gen Z buyers report making purchases based on influencer recommendations, while interactive video formats boast engagement rates exceeding 25%. This shift compels brands to rethink their marketing strategies, incorporating immersive content campaigns and interactive experiences on platforms like Instagram, TikTok, and YouTube.

Against the backdrop of inflation and growing environmental awareness, sustainable consumption is gaining momentum. 79% of French consumers prefer Made in France products, and the second-hand market is booming, with platforms like Vinted, Back Market, and Le Bon Coin leading the charge. These trends are reshaping brand and retailer strategies, pushing them to offer greater value, sustainability, and flexibility to meet evolving consumer expectations.

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The link between e-commerce and gift cards: a virtuous cycle

The gift card market continues its steady growth, driven by digitalization and the rise of B2B transactions. In 2024, 45% of gift cards are purchased in digital format, a trend that is accelerating due to their convenience and seamless integration into mobile wallets and loyalty programs.

The average gift card value has reached €87, with 41% of recipients making an additional payment, leading to an extra €74 spent on average. While redemption timelines vary by industry, 84% of gift cards purchased during the holiday season are used within five months, demonstrating their rapid impact on retailers' revenue. Additionally, 11% of gift cards expire without being redeemed, resulting in direct profit for brands.

The B2B segment is now the leading force in the gift card industry. In 2024, the average corporate order value reached €11,500, reflecting an upward trend compared to the previous year, driven by strong demand from employee representative committees (CSEs).

A key pillar of the gift card market is distribution through third-party partners, including CSEs, loyalty programs, and incentive platforms. Employee benefits and incentive programs now account for 68% of B2B sales.

Gift cards distributed via third-party partners have an average face value of €75, and 53% of these are redeemed with an additional spend of €67, exceeding the B2C complementary spending rate. This channel presents a significant opportunity for brands, which must adapt their offerings accordingly.

This evolution confirms that gift cards are no longer just a gifting tool—they have become a strategic asset for cash flow management, customer acquisition, and retention. Brands that structure their B2B and B2C gift card programs effectively can leverage them as a powerful driver of long-term revenue growth.

Common trends across e-commerce markets

While the e-commerce markets in the United States, United Kingdom, France, Germany, and Belgium exhibit distinct dynamics, they also share several key trends:

• Artificial intelligence (AI) is reshaping the shopping experience through personalization, automation, and enhanced customer service.
• Social commerce is becoming an essential sales channel, with increasing adoption of shopping via Instagram, TikTok, and YouTube.
• "Buy Now, Pay Later" (BNPL) is gaining momentum as an alternative to traditional payments, especially among younger generations.
• Consumer expectations for speed and sustainability are driving purchasing decisions, putting increased pressure on logistics and delivery services.
• Omnichannel retail is now the standard, requiring brands to seamlessly connect online and offline experiences to align with evolving consumer habits.
• Gift cards are continuing their digital transformation, integrating more deeply into customer acquisition and loyalty strategies.
• The B2B gift card market is growing twice as fast as the B2C market across all countries.