Yes, there is Brexit. But over than that, e-commerce in the European single market is bound to keep growing significantly.
The EU’s e-commerce industry is projected to be worth €602 billion ($685 billion) at the end of 2017, a new report from industry association Ecommerce Europe found. That would translate to 14% year-over-year (YoY) growth, after a 15% bump in 2016. In comparison, the US e-commerce sector is projected to advance 8-12% this year, according to the National Retail Federation. […]
Less mature e-commerce countries in Eastern and Central Europe are seeing rapidly increasing sales. Countries like Romania, Ukraine, and Poland have seen e-commerce growth of over 25% in the past year.
The generational gap is larger in the EU than in countries like China:
The report found that two-thirds of those between the ages of 16 and 24 make online purchases frequently, while only one-third of those aged 55-77 do so. This bodes well for the market’s future as these consumers acquire more spending power.