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Online Sales Continue To Grow Across Most Markets
Despite economic pressure across Europe, most surveyed businesses reported stable or increasing online sales in 2025 compared with the previous year.
Hungary shows the strongest growth dynamics in the report, where 75% of surveyed companies reported an increase in online revenue. Croatia also reports strong results, with nearly 60% of businesses seeing higher online sales during the same period.
While growth levels vary between markets, the overall trend remains positive. Most companies reported either moderate growth or stable revenue rather than decline.
Customer Acquisition Is Still The Hardest Part Of E-commerce
Across all five countries in the report, customer acquisition and marketing remain the biggest operational challenge for online retailers.
In most markets, between 57% and 67% of businesses identified acquiring customers as their main difficulty, far ahead of logistics or operational issues.
For many companies, especially smaller ones, the challenge is not launching an online store but building a sustainable system that consistently brings in new customers.
Facebook Still Drives The Most Social Commerce Sales
Despite the rise of newer platforms, Facebook continues to dominate when it comes to sales generated through social media.
In every market included in the study, Facebook is the platform most often mentioned as delivering the best results. In some countries, such as Bulgaria and Hungary, the share is particularly high, reaching well over half of respondents.
Instagram usually ranks second, while TikTok appears in the data but plays a smaller role in direct sales performance for most surveyed retailers.
Google Ads And Social Media Ads Remain The Core Sales Drivers
Performance marketing still plays a central role in e-commerce growth across the region.
The report shows that Google Ads and social media advertising are the two most common channels generating sales for online retailers, while SEO typically ranks as the third most important driver.
Other channels such as email marketing or direct traffic appear much less frequently as the primary source of revenue.
This confirms that many online stores remain heavily dependent on paid acquisition to scale their sales.
Local Competition Is Still Stronger Than Global Platforms
Although global marketplaces like Temu, Amazon or Trendyol are expanding rapidly in Europe, most businesses in the report still see their biggest competitors closer to home.
Across the five surveyed markets, between roughly 60% and 77% of respondents identified domestic competitors as their main source of competition.
International platforms are mentioned as a growing threat, but they are not yet the dominant competitive pressure for most local e-commerce businesses.
What This Means For E-commerce Businesses
Retailers in the region are clearly still growing, but attracting customers and standing out in crowded markets is becoming harder. While online sales continue to rise in several countries, the data suggests that competition is intensifying and marketing is becoming more demanding.
For many businesses, the real challenge is no longer launching an online store but finding reliable ways to keep sales growing over time.
