Adriana Sas
Research expert covering the Polish market
E-commerce in CEE - statistics & facts
The e-commerce market in Central and Eastern Europe (CEE) is one of the fastest-growing in the world, outpacing the growth rates of wealthier Western European countries. From Lithuania's impressive e-commerce adoption by businesses to Czechia's high consumer engagement in online shopping, the region is witnessing a digital retail revolution, fueled by wide internet access, mobile adoption, and rising disposable incomes. Although individual countries contribute uniquely to the overall landscape, differences in payment habits, delivery infrastructure, and regulations across countries make the CEE e-commerce market both full of opportunities and challenging to navigate.
Mobile shopping surge
In recent years, CEE has been experiencing a significant shift towards mobile shopping, with Czechia leading the way in 2023. The country has emerged as the frontrunner in the region, with 50 percent of its e-commerce transactions completed on mobile platforms. This spike in mobile shopping aligns with the overall growth of digital payments in the region. Card payments have become particularly popular in Czechia and Hungary, although bank transfers still maintain a strong presence. The rise of mobile commerce is accompanied by increasing online expenditures across the CEE region. Poland has taken the lead in this aspect, boasting the highest average online spending at over 1,040 U.S. dollars per capita in 2023, and Czechia follows closely, with an average online spending exceeding 610 U.S. dollars per person. This growing shift toward digital shopping makes mobile and online platforms a key part of the region’s retail landscape.Marketplace dominance
In Central and Eastern European countries, eMAG and Skroutz are leading the marketplace platforms that now drive much of e-commerce. As of 2024, eMAG has established itself as the primary marketplace for most companies in the CEE region, followed closely by Skroutz, which captures 42 percent of product sales. This marketplace dominance is particularly evident in Romania, where eMAG generated impressive net sales of 970.5 million U.S. dollars. While marketplaces are gaining traction, it is worth noting that a significant portion of CEE companies still prefer to sell their products through their own e-commerce websites. Nonetheless, the success of e-commerce platforms suggests that businesses are turning to consolidated marketplaces to reach a broader customer base across the region.Future outlook
With mobile shopping and online marketplaces on the rise, the e-commerce market across Central and Eastern Europe will likely to maintain strong growth in the coming years. Notably, Romania, Hungary, and Russia are setting the pace with rapid year-on-year increases in online sales forecasted for 2026.
