In an era of economic uncertainty and rising costs, European households are finding significant financial relief through an unexpected source: e-commerce. A new study reveals the positive economic impact online shopping is having on household budgets across the European Union.
The European House – Ambrosetti (TEHA), commissioned by Amazon, conducted research examining the economic effects of e-commerce in Europe. Their findings paint a compelling picture of digital commerce as a powerful force for consumer savings and economic stability.
The study reveals that thanks to e-commerce, EU households collectively saved €891 billion over the last five years, creating a significant and lasting disinflationary effect. This translates to approximately €880 in annual savings for each European household – the equivalent of €4,500 per family over the five-year period.
The research identifies a clear mathematical relationship between digital commerce and inflation control. For every 1 percentage point increase in the share of online shoppers, inflation decreases by up to 0.073 percentage points. This e-commerce price effect manifests through online prices remaining consistently more stable and lower than their offline counterparts across the European Union.
The data is striking: from 2020 to 2025, EU average online prices were 6.9 percentage points lower than offline prices. This substantial difference demonstrates how e-commerce creates a more competitive retail environment that benefits consumers whether they shop online or in physical stores.
At Amazon, we’re proud to contribute to this positive economic effect. Our investments across Europe, from infrastructure to job creation, support this disinflationary effect. Our commitment to low prices, along with initiatives like Prime Day, Prime Big Deals Day, Black Friday, and Everyday Essentials, offers significant savings and helps European families stretch their budgets further, especially during challenging economic times.
David Zapolsky
Amazon’s Chief Global Affairs and Legal Officer
The rise of online shopping is fundamentally reshaping the retail landscape. By driving competition, enhancing price transparency, and lowering operating costs, e-commerce creates an environment where businesses must remain agile and price-sensitive to stay competitive. This dynamic market pressures companies to offer more affordable options to consumers.
TEHA also notes that online prices have been consistently more stable than offline prices, particularly during periods of rising inflation.
The study also reveals interesting trends in online purchasing habits demonstrating the growing maturity and diversification of the e-commerce market:
- Fashion leads the way, with 70% of online shoppers buying clothing, footwear, or accessories
- Multimedia services are the second most popular category at 48%
- Cultural and entertainment event tickets are purchased by 36% of users
Importantly, this pan-European analysis builds on previous country-specific studies in Italy, France, Ireland [to be released on Nov 23), Spain, and Australia, that showed similar effects. The consistency of results across diverse regions suggests that digital commerce functions as a broad economic stabilizer, regardless of local economic conditions.
This research demonstrates how reducing bureaucracy for SMEs ensuring a level playing field and strengthening the European single market could help families save money.
For policymakers, the implications are clear: supporting digital commerce growth while maintaining consumer protections can create economic benefits for citizens. A competitive online marketplace can continue delivering value to European households.
