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CMS Expert Guide to ecommerce in CEE

Dynamic growth in ecommerce


Since the beginning of the century, we have witnessed the dynamically growing role of the internet in the way modern societies are now defined. It has had a major impact not only on shaping the lifestyles of individuals, redefining the forms in which they interact socially and the way they perceive reality, but is also having an increasing influence on global trade.

Common worldwide access to the global network, the continuous increase in services provided online, the reduction in costs and delivery times, ongoing innovations in payment services, and many other factors have all contributed to the recent growth in the e-commerce market across the world never seen before.

According to Statista, in 2014 online retail sales generated approx. USD 1,336 billion, while this figure was approx. USD 3,535 billion in 2019 (14.1% of total retail sales): an increase of 264% in that period. This change of pace is also visible in shifts in consumers’ shopping habits. As reported by Eurostat, in 2009 only 50% of EU internet users in the 16-24 age group bought a product or service online within a 12-month period. By 2019, this number had grown to 78%. In the 25-54 age group, these figures were 57% (2009) and 76% (2019) respectively. Growth is, therefore, very dynamic and visible in all age groups.

Online shopping has allowed businesses to bypass territorial barriers and encouraged them to target entirely new customer bases that had otherwise been unreachable, e.g. because of distance customers had not been able to travel to the actual shop. The internet makes it possible to overcome these limitations and to offer goods and services beyond borders. European customers seem to share this point of view. According to Eurostat, between 2014 and 2019 the number of EU customers who ordered goods or services online from different Member States grew from 29% to 35%, and respectively from 17% to 27% in the case of external EU purchases.

The outbreak of the COVID-19 pandemic has also played an important role in strengthening the e-commerce market: consumers have begun to shop online in greater numbers and frequency. It has demonstrated the full potential of online sales. In many cases, the internet has become the most effective platform (if not, indeed, the only one) on which both sellers and their customers can meet and do business. E-commerce sales have several advantages over brick-and-mortar stores, such as 24/7 shopping, the ability to compare prices, time saved by not having to physically visit stores, a greater diversity of products, etc. The COVID-19 pandemic has reshaped our world and accelerated the shift away from physical stores to digital shopping, pushing consumers to buy products online, including due to other factors, such as avoiding crowds and checkout queues.

It is hard to imagine a better time to go digital with your business. Economic trends and consumer needs have created the overwhelming impression that in many industries, only those businesses which can build a strong online presence will be able to develop further, effectively reach potential customers, and grow their business. Let us help you in taking this giant step into the future.

We hope you find the CMS Expert Guide to e-commerce to be a helpful and valuable resource for your business. You can also download our dedicated pdf version of this guide.


The information contained in this Expert Guide is for general purposes only and does not purport to constitute legal or professional advice from CMS or any other firm. Therefore, it may not be relied on.