E-commerce in motion : global and european growth drivers and emerging challenges

Hajdú, Noémi (2026) E-commerce in motion : global and european growth drivers and emerging challenges. GRADUS, 13 (1). ISSN 2064-8014

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Abstract

This study explores the key trends driving global and European e-commerce growth, focusing on the technological, economic, and behavioral factors that shape the evolution of the digital marketplace. Particular attention is paid to the role of Industry 4.0 technologies, artificial intelligence, and changing consumer behavior in the expansion of online sales. The research adopts a qualitative analytical approach based on secondary data sources – including international statistical databases, OECD and Statista reports, and recent scholarly publications – to capture and compare the defining characteristics of global and European markets. The analysis suggests that e-commerce growth is largely driven by digitalization, internet penetration, innovation capacity, and increasing consumer confidence. Although considerable regional disparities persist across European markets, the steady rise of digital channels appears to represent a common trend. As this study relies solely on secondary data, it does not aim to establish causal relationships; however, the findings can be interpreted as offering valuable insights for companies and policymakers seeking to design digital strategies that promote sustainable growth and competitiveness. The contribution of this study lies in providing an integrated view of e-commerce development from both global and European perspectives, bridging technological and social dimensions.

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