##ecommerce

Online shopping in Europe is growing about 8% per year. In-store shopping is growing about 3%. But this is different in every country and for every product. Eastern Europe is growing fastest. The UK has the most online shopping. For home and made-to-measure products like curtains and blinds, most people still buy in shops. They just research online first. The old straight sales funnel does not work anymore. People go in circles before they buy.

Online shopping in Europe is growing. But not as fast as people think.

In 2025, online sales in Europe will grow about 8% per year. In-store sales will grow about 3% per year. So online is winning, but slowly.

The bigger story is that growth is very different in different parts of Europe. Eastern Europe is growing at 18% per year. Western Europe is growing at only 6% per year. The reason is simple: in Western Europe, almost everyone already shops online. There is not much room left to grow. In Eastern Europe, many people are just starting to shop online. So growth is fast.