Mobile payment adoption across the EU continues to accelerate. A recent OECD-supported study indicates that up to 59% of e‑commerce transactions in selected European countries are already executed through digital payments, with projections reaching 75% by 2030.

According to Mordor Intelligence, the European mobile payments market is expected to grow from USD 136.45 billion in 2025 to nearly USD 476.25 billion by 2030, with a 28.4% CAGR. In mobile commerce applications, retail and e‑commerce already contribute more than 35% of market value.

Regional Differences and Adoption Trends

Western Europe Leads in Mobile Wallet Usage

In countries such as the UK, Germany, and France, digital wallets are used by over 20% of consumers every week as of 2024. The Netherlands stands out, with more than 80% of consumers using Pay-by-Bank options monthly for online purchases.

Eastern Europe Showing Rapid Growth

In Eastern European markets like Poland, Romania, and Turkey, digital wallet adoption is growing steadily. However, card-based transactions still dominate. In Turkey, for instance, 65% of online transactions were card-based in 2023, though contactless and mobile options are expanding.

Emerging Infrastructure: Wero and EuroPA

Wero Launches Across Key Markets

Wero, the digital wallet by the European Payments Initiative (EPI), launched in Germany in July 2024 and is expanding to France and Belgium. Support for online commerce began rolling out in mid-2025—major banks and payment providers, including Worldline and Nuvei, back the wallet.

EuroPA Enables Cross-Border Mobile Payments

The European Payments Alliance (EuroPA) is a coalition of national payment schemes like Bizum, Bancomat, and MB Way, aimed at creating a cross-border instant payment network. Since early 2025, it has expanded into Slovakia, Norway, Greece, and Poland, offering seamless mobile transactions across regions.

Consumer and Merchant Benefits

Mobile payments offer fast, secure, and user-friendly checkout experiences. According to OECD data, point-of-sale mobile payments in the EU rose from €4 billion in 2017 to €195 billion in 2022, accounting for 21% of all POS value—with forecasts predicting 36% by 2030.

Merchants benefit from faster settlement, lower processing costs, and reduced fraud. Regulatory support under PSD2 and open banking fosters competition, enabling alternatives to high-fee card networks through instant account-to-account payment rails.

Barriers and Strategic Outlook

Despite rising adoption, cards still dominate e‑commerce in many EU markets, particularly in the east. Full online functionality for new wallets, such as Wero, is still being rolled out as of mid-2025. Legacy schemes such as iDEAL, Paylib, and Payconiq will be phased out gradually by 2027.

A significant milestone was reached in June 2025, when the EPI and EuroPA announced plans to unify under a single, interoperable EU payment framework, covering up to 15 countries and over 380 million consumers. This initiative aims to strengthen EU payment sovereignty and reduce reliance on US-based networks.

Summary of Key Metrics

Mobile Payment Statistics in the EU

• 59% of e‑commerce payments are already digital; 75% expected by 2030
  
• Europe mobile payments market projected to grow from USD 136B to 476B (2025–2030)
  
• Over 20% of consumers in Western Europe use wallets weekly
  
• Netherlands sees 80%+ monthly usage of Pay-by-Bank options
  
• POS mobile payments rose from €4B to €195B (2017–2022); 36% POS share by 2030
  

Strategic Recommendations for E‑Commerce Merchants

Integrate Wallets and Instant Bank Payments

E‑commerce businesses should integrate leading mobile wallet solutions such as Bizum, MB Way, Bancomat, and Wero as they become available in their respective markets. Offering Pay-by-Bank options can also reduce transaction fees and meet consumer demand.

Prepare for Cross-Border Mobile Commerce

With EuroPA and Wero expanding across multiple EU countries, merchants should prepare for increased cross-border wallet interoperability. Supporting seamless mobile payment experiences for users across different EU markets will be critical to retaining customers.

Monitor Regulation and Infrastructure Evolution

Merchants should stay updated on EU regulatory developments, such as PSD2 updates or new digital ID initiatives, that may impact payment flows. Embracing these technologies early will position businesses ahead of competitors.

Mobile payments are reshaping the future of e‑commerce across the EU. Driven by consumer demand, wallet innovation, and coordinated EU initiatives like Wero and EuroPA, the region is on the path to creating an integrated, sovereign digital payment infrastructure. Businesses that act now to adopt mobile-first strategies, support instant bank transfers, and stay abreast of the evolution of EU-led solutions will be well-equipped to thrive in the coming decade.

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Over 50% of Germany's online sales came from marketplaces, and 55% of all online sales in that country were carried out on smartphones, for a total of 47 billion euros in sales.

The Online Monitor 2024, a report from Handelsverband Deutschland (HDE) provided this data showing how the German e-commerce market is predominantly a marketplace/mobile market. And the market is huge and still growing: Germany will reach 85 billion euros by the end of the year, a one percent increase compared to the year before.

“Online trading was the sales boost for retail in Germany for many years. However, the high growth rates during the coronavirus years make it difficult for the industry to keep raising the bar. We are therefore, experiencing further normalization in online sales this year”, said Stephan Tromp, deputy managing director at HDE.

Marketplace sales keep growing 

According to the Online Monitor,  2023 showed a 10% increase in marketplace turnover, and also earlier this year HDE already called on German politics to be stricter towards cheap marketplaces from China. 

The association is now underlining that sentiment again and fears that fair competition is at risk ‘Anyone who offers goods in this country must adhere to all rules.’ claimed the organization. 

“Regarding Temu, everyone is talking about the fact that a significant proportion of the goods ordered there do not meet our EU guidelines for pricing, website design, product safety, environmental protection, or taxes—and do not comply with customs law. This cannot be a permanent situation. Anyone who offers goods in this country must adhere to all the rules. The authorities have to enforce this.”

The association has also included a forecast for German e-commerce for the current year. It expects a sales growth of 3.4 percent compared to 2023. The online share of German retail is expected to reach 13.1 percent this year.

Temu answers

Following the release of this content, Temu reached out to Cross Border Magazine with an official statement:

Temu is committed to complying fully with the laws and regulations in all the markets where we operate. Since expanding into the EU last year, we have actively incorporated feedback to enhance our systems and processes, ensuring they meet consumer needs effectively.

Product Quality and Safety: 

We ensure the safety and compliance of our products through rigorous seller vetting, continuous monitoring, and a responsive feedback system. Our goal is to provide a safe and affordable shopping experience, and we encourage customers to report any concerns.

Pricing Practices:  

Our pricing strategy is informed by our direct-from-factory model. We reference the suggested retail prices from suppliers who traditionally serve physical stores, highlighting the savings our customers enjoy. We diligently verify all pricing information for accuracy and transparency.

App Design:  

Our app features elements like flash sales, competitions, prize draws, and games, drawing inspiration from traditional retail practices to enhance the online shopping experience. These features not only provide enjoyment but also offer customers additional discounts, enhancing the value of our competitive prices.

Environmental Impact:  

Our direct-from-factory model reduces environmental impact by cutting out unnecessary supply chain steps. We ship products only when purchased, directly from the factory to the consumer, reducing emissions and preventing the overproduction and waste typical in conventional retail. As part of our commitment to sustainability, we have partnered with Trees for the Future to plant over 8 million trees, capturing an estimated 400,000 metric tons of CO2 over two decades.

Taxes and Customs Law:  

Temu strictly complies with EU customs and tax regulations. We do not manipulate parcel splitting to evade customs; when it occurs, it is due to logistical needs like size and weight limits or specific regulatory requirements for separate shipping of certain items. Our shipping policy emphasizes efficiency and timeliness, optimizing package consolidation and cargo space utilization to ensure fast and reliable international delivery.

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Mobile e-commerce retail sales will make up 24% of all US e-commerce sales in 2019. That accounts for an estimated amount of 203.94 billion dollars. Desktop purchases are still dominating with 331.85 billion dollars in 2019, but the growth rate is only 5%.

Over 50% of the smartphone users this year are going to make a minimum of one online purchase from their device. The average smartphone buyer will annually spend 1763 dollars. Especially younger shoppers are shopping through apps, compared to the rate of older demographics. Bizrate Insights, of the internet users aged 18-34 in the US, a striking 61% used a retail app on their mobile phone to order products or services in the past month.

Mobile: a top channel to order

A Brand Content Survey executed by Adobe in 2019 shows something in line with this conclusion. This research concludes that 29% of the digital device users in the US, aged 18-22, names the mobile app of a brand as top channel used to order a product. The combined data also shows that tablets have a purchase penetration of 69.7%. However, there are a lot less monthly active users and less growth than smartphones.

Retail e-commerce sales via tablet are expected to value 63.12 billion dollars in 2019. This accounts for a year over year growth rate of 9.9%.

This increase in the usage of mobile apps serves as a valuable data source for marketers as well. According to a survey conducted by Advertiser Perceptions and MightyHive, 82% of digital marketers in the US believe that mobile app analytics data plays an important role in marketing and advertising decisions.

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In 2017, the popular product categories are Health & Beauty, Food/Nearfood and Home & Garden. They saw the biggest increase in spendings online. The Dutch spent a significant part of their online purchases in the last quarter of the year, which is not much of a surprise with national holidays like the Saint Nicholas feast, Black Friday and Christmas. On average, a purchase was of lower value than in the other quarters of the year.

Smartphones

Dutch consumers increasingly spend their money online by using a smartphone. It is the first year that the smartphone is more popular as a shopping device than the tablet. 28 percent of the online shoppers used a smartphone as shopping device in 2017. The share of purchases using a tablet saw a minor decrease.

Download the full report here (Dutch).

The post E-commerce in the Netherlands: €22.5 billion in 2017 appeared first on Cross-Border Magazine.

According to research from eHandel, it is the smartphones that account for the big growth, regardless of whether you look at revenue, orders or visits. Logically, desktop visits are decreasing. eHandel predicts they will fall below 30 percent for the first time ever.

A similar development in rise or decline from sources can be seen when it comes to revenue. Mobile devices are expected to account for more than half the e-commerce revenue. Total revenue coming from a large part of smartphones alone (48%).

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