Europe’s Top Categories: Electronics and Fashion Define the Hierarchy

European e-commerce reaches a total GMV of US$791 billion in 2025. The distribution of category spend reveals a clear hierarchy, which is discussed in the following.

Electronics Dominates Europe’s Online Economy

At the top of the market sits Electronics, generating US$191 billion in revenue, which accounts for 24% of total European e-commerce GMV.

A key driver of this dominance is the internal structure of the category:

• Consumer Electronics accounts for 65% of all Electronics revenue

• Continued demand for smartphones, laptops, smart devices, and gaming hardware continues to anchor growth

Several structural advantages reinforce Electronics’ leadership position:

• Wide assortment availability across price tiers and brands

• Deep marketplace penetration, especially via large multi-category platforms

• Stable cross-border demand, with consumers frequently purchasing from outside domestic markets

• High Net Average Order Value (AOV) of US$137.5 globally

Fashion Close Behind: Europe’s Most Competitive Category

In second place is Online Fashion, generating US$188 billion, or 23% of total market revenue.

Despite being slightly smaller than Electronics, Fashion remains one of the most competitive categories in European e-commerce.

Its internal breakdown shows clear consumer priorities:

• Apparel: 59% of Fashion revenue

• Footwear: 22%

• Bags & Accessories: 19%

Footwear and Bags & Accessories can be seen as more complementary revenue drivers than apparel, which has a broad appeal for online shopping across the continent.

Hobby & Leisure With a Balanced Composition of Subcategories

Ranking third is Hobby & Leisure, with US$176 billion in revenue in 2025.

What makes this category especially notable is its balanced internal composition:

• One third is made up of Media

• The second third includes Other segments (collectibles, model kits and drones)

• The remaining third encompasses Toys, Stationery, Crafts & Art Supplies, as well as Sports Equipment

A wide definition of the category and increasing online shopping on entertainment, personalization and niche interests makes Hobby & Leisure the third largest category in European e-commerce.

Mid-Tier Categories With Significant Potential

Beyond the top three, several major categories show the direction in which European e-commerce is moving:

• Care Products: US$93 billion

• Furniture & Homeware: US$89 billion

• Grocery: US$87 billion

• DIY: US$71 billion

These categories are especially important because they represent the normalization of online shopping for everyday and traditionally offline-heavy purchases.

Final Takeaway

European e-commerce in 2025 is defined by a clear duality between mature, high-value digital retail categories and the accelerating digitization of everyday consumption. At the top of the market, Electronics and Fashion together account for nearly half of total GMV. At the same time, the most important structural shift in the market is the steady rise of everyday essentials in e-commerce. Categories such as Grocery and Care Products are increasingly central to growth dynamics. Their expansion reflects a deeper behavioral change in which consumers are progressively moving routine and replenishment-driven purchases online.