Ecommerce sales have returned to modest growth in Western Europe as the economic outlook brightens in key markets. Following an unprecedented dip in the wake of the pandemic, ecommerce penetration is rising again as people embrace the convenience of shopping via mobile phone and apps from the likes of Shein and Temu.

Key Question: What is the outlook for Western Europe retail and ecommerce sales in 2024 and beyond?

Key Stat: Ecommerce penetration will reach 12.7% in Western Europe this year. But that remains below the 2021 peak of 14.1%, which won’t be reached again by the end of our forecast period.