Europe is one of the world leaders in ecommerce, along with the likes of North America and Asia. While the established markets in the region, such as the UK, France, and Germany, often get most of the attention, they may not be the fastest-growing anymore.
New data breaks down the surprising predictions for which European ecommerce markets will grow the most in the coming years, and the results highlight that ecommerce growth is quickly spreading throughout the continent.
Turkey’s Ecommerce Market Growing the Fastest in Europe
ECDB, a market intelligence platform, just released brand new data and predictions about the fastest-growing European ecommerce markets. The top spot didn’t belong to the likes of France or Germany, but Turkey.
In fact, between 2025 and 2029, Turkey is expected to see a 12.9% compound annual growth rate (CAGR) in terms of ecommerce revenue.
Next, despite Bulgaria recently coming in as one of the least popular countries for ecommerce in Europe, this is expected to change, as it landed in the second spot at 12.5% CAGR. Third place was a tie between Bosnia and Malta at 10%, followed by:
- Russia (9.8%)
- Moldova (9.6%)
- Portugal (9.1%)
- Poland (9.0%)
- Norway (8.9%)
- Austria (8.7%)
As a result, companies not currently selling in these nations may want to consider it going forward, as they may be primed for growth over the next few years.
East and South Dominating in Terms of Growth Projections
As you can see from the results, many of the ecommerce markets that are expected to grow the fastest in Europe are in the Eastern and Southern parts of the continent. While the West has traditionally seen most of the ecommerce growth in recent years, this is expected to shift.
For example, stats from earlier in 2026 found that ecommerce in Central and Eastern Europe grew by 59% the previous year, while the North expanded by 37%.
A big reason for this growth disparity is the market maturity in the West. There’s simply not much room to grow when ecommerce is already such a common part of life for many consumers in this part of Europe.
However, as online retail adoption blossoms in the East and South, and as digital infrastructure improves, these regions could quickly catch up to the West.
Asia Still Leads the Way
Despite the impressive recent growth throughout Europe, and the established markets both there and in North America, Asia still dominates the ecommerce space. This is due to the region’s size, rapid innovation, widespread tech adoption, and general digital transformation.
In fact, the ECDB report predicts that ecommerce revenues in Asia will reach nearly $3.7 trillion by 2029, which is well over double the $1.6 trillion projection for North America, and more than triple the $1.1 trillion projection for Europe.
Our Take
Ecommerce Continues to Rapidly Expand Across the Globe
The West has dominated Europe in terms of ecommerce adoption thus far, but if these predictions come to fruition, the other parts of Europe are about to catch up.
However, it wouldn’t be surprising to see this monumental growth expand beyond Europe, as ecommerce adoption could certainly rise all over the world just as much, if not more, as this report predicts.
While areas like the Middle East & Africa (MEA) region are still behind the likes of Europe, Asia, and North America, it has significant future potential, as well. This is largely thanks to solid smartphone adoption, increasing urbanization, and a young, tech-savvy population.
Many are taking notice of this potential, such as WooCommerce and Network International, as they recently partnered to boost ecommerce in the MEA region.
While physical retail likely isn’t going anywhere globally, it’s clear that the ecommerce industry around the world has grown rapidly in the past few years and shows no signs of slowing down.
