Spain ranks #1 for Southern European Ecommerce Markets

BRUSSELS | The Spanish ecommerce market tops the list in Southern Europe with almost 13 billion euro online sales in 2012. Turkey's ecommerce market is the fastest growing. Italy, Turkey, Greece and Portugal complete the top 5 with over 20 billion euro combined in online retail sales, latest Southern Europe B2C E-Commerce report by Ecommerce Europe reveals.


Projections for the Southern Region

The average annual growth rate of 23% since 2009 makes the southern ecommerce market a beam of hope for the crisis-struck Southern European Region. The region, consisting of Spain, Italy, Turkey, Greece, Portugal, Croatia, Cyprus and Malta, has generated an ecommerce turnover totalling €33,5 billion* in 2012, making up more than 10% of the total online sales in Europe. The online sales for 2013 are estimated around €39,5 billion euro (+18%). Southern Europe is a fertile ground for online retail activities: of 128 million active internet users, 40 million are buying goods or products online. Online retail share is estimated 1,8% of total retail.


Turkish ecommerce market on the rise

With total e-commerce sales of €12,9 billion, Spain is heading up the Southern European Region, ahead of Italy (€9,5 billion) and Turkey (€5,4 billion). With a year-on-year growth of almost 28%, the Southern European Region outperforms the European (+19%) and EU-28 (+18%) average. Turkey represents an enormous market potential, boasting a 90% growth rate over 2012 and an expected 40% year-on-year growth for 2013. It makes the Turkish ecommerce market the fastest growing of all Southern European countries.


Greek online shoppers spent most in 2012

On average, Southern European online shoppers spent €833 throughout the year 2012. Average expenditure is thus below the EU28 average of €1.347 and the European average of €1.402. The Greek are the biggest spenders of the region, having generated transaction worth €1.347 in 2012. With an average expenditure of €864, the region’s largest e-commerce economy Spain only ranges fourth behind Portugal (€979) and Cyprus (€885).


'Region Full of Opportunities'

“As we can see from the results published in this latest Southern Europe B2C E-Commerce Report, the region is full of opportunities for online retailers: Spain is boasting the highest e-commerce turnover, but when we look at Greece, we see a pretty impressive annual online expenditure per capita in 2012, while Turkey’s growth rate in 2013 outperforms the European average by 100%. Now is the right moment to step in these markets and start growing e-commerce success”, says Wijnand Jongen, Chair Statistical Board Ecommerce Europe.


Get your abstract (light version) of the Southern Europe B2C Ecommerce Report. The reports are powered by RichRelevance, Hybris and Salesupply.


About Ecommerce Europe

Ecommerce Europe is the association representing 4,000+ companies selling products and/or services online to consumers in Europe. Founded by leading national e-commerce associations, its mission is to advance the interests and influence of e-commerce in Europe through advocacy, communication and networking. Learn more about Ecommerce Europe.

* Figures in Ecommerce Europe reports are based on the European Measurement Standard for Ecommerce (EMSEC).


Press contact

Wijnand Jongen, Chairman of the Statistics Board, email:


Sourced from Ecommerce Europe, January 16th, 2014.



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