Retail sales growth is slowing in Western Europe as the cost-of-living crisis hampers consumer spending. However, ecommerce is bouncing back after last year’s decline—with online grocery sales set for particularly strong growth in France and Germany. Mcommerce continues to outpace the wider ecommerce market: More than two-thirds of digital buyers will make a purchase on a smartphone or tablet in 2023 across France, Germany, Italy, Spain, and the UK (aka the former EU-5).

Key Question: What’s the outlook for Western Europe ecommerce sales over the next four years, and where are the biggest opportunities for growth?

KEY STAT: After declining by 4.5% in 2022, ecommerce sales will grow by 3.0% to $604.33 billion across Western Europe in 2023. However, they will continue to lag overall retail sales.