Ecommerce Europe and EuroCommerce have recently reported that the e-commerce market in Europe grew by 13% last year, to €718 billion in total. The reports also revealed that the market should be ready to tackle the challenges ahead. The growth rate of the e-commerce market remained steady. There are two major obstacles for digital businesses in the upcoming times. The first challenge is that shoppers return to the stores as the pandemic restrictions get lifted. Secondly, various macro-level factors, including inflation, the Ukraine war, supply chain woes and other factors affecting the retail market, are altering shoppers’ behaviour. Luca Cassetti, secretary-general of Ecommerce Europe, stated that the Ukraine-Russia war is impacting the purchasing power of consumers in the European countries.

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