Slovenčina 
Čeština 
Shqiptare 
Österreich 
België 
български 
Bosanski 
Українська 
Eesti 
Македонски 
Türkçe 
Deutsch 
Dansk 
Español 
Français 
Suomi 
Ελληνικά 
Hrvatski 
Magyar 
Schweiz 
Italiano 
Lietuvių 
Latviešu 
Nederlands 
Norsk 
Polski 
Português 
Română 
Srpski 
Slovenščina 
Svenska 
Similar Size, Different Revenues
Both regions have nearly identical populations – Eastern Europe counts 237.7 million inhabitants across 9 countries, and Southern Europe 238.1 million across 14 countries. The difference lies in online commerce revenues.
Southern Europe generates $557.9 per person annually, Eastern Europe only $434.7.
This gap explains why Eastern Europe still has room for faster overall growth with a CAGR of 9.0% versus 8.3% in Southern Europe for the 2020-2029 period.
East Grew Steadily, South Experienced Fluctuations
Between 2020 and 2024, Eastern Europe grew at 16.1% annually – stable and consistent. Southern Europe achieved only 4.2%, but with wild swings. In 2020, growth jumped to 70.1%, only to drop into negative territory in 2022 and 2024.
The reason? Southern Europe, including Spain, Italy and Portugal, was hit harder by Covid. Online commerce exploded suddenly where it barely existed before. Eastern Europe went through digital transformation more gradually.
Source: ECDB
After 2025, Roles Reverse
Online sales hold a 10.5% share of total retail in Southern Europe and 8.4% in Eastern Europe. Despite more advanced digitalisation, Southern Europe will accelerate again after 2025.
Eastern Europe hit a slowdown. Local markets like eMAG and Ozon, as well as AliExpress and Temu are building customer trust, but the region is hampered by the war between Russia and Ukraine.
Politics Decides
Southern Europe has a structural advantage – more EU members, which means better digital infrastructure and regulations supporting growth. Eastern Europe has a slightly younger population seeking bargains, but political instability limits potential.
Both regions have access to affordable broadband and smartphones. Both benefit from a combination of local (El Corte Inglés, Skroutz, Trendyol) and international players. The difference is that Southern Europe now has better conditions for further growth.
