B2B ecommerce statistics
Sourced figures for B2B ecommerce through websites, apps, trade portals and marketplaces. We lead with Eurostat's official statistics, add the published buyer surveys, and check the numbers that get quoted wrongly.
Data to November 2026 · Last reviewed 8 November 2026
20242019 (latest for UK)different measure, no barEU-27 average
Same year (2019 sales), SMEs: UK 2.84%, Ireland 8.49%, EU-27 2.89%.Same year (2019 sales), all businesses: UK 4.78%, Ireland 16.43%, EU-27 3.99%. Eurostat stopped surveying the UK after 2019. * Break in series. Ireland's all-business figure (18.77%) is driven by large multinationals (25.27% for firms with 250+ staff), so we compare SMEs.Ireland's 18.77% is driven by large multinationals: 25.27% for firms with 250+ staff, against 2.40% for SMEs.
13 commonly quoted figures, checked
See all 13 with notes and sources3 Verified2 Outdated3 Misattributed5 Unverifiable
01
United Kingdom
The ONS publishes no web-only B2B figure, and its latest published year is 2019. The last UK value in Eurostat is 4.78% of turnover for 2019 sales.
Why the latest year is 2019
The ONS published "E-commerce and ICT activity, UK: 2019" on 5 February 2021. It describes that as the latest release, lists the next as "to be announced", and we found no later edition. Any UK business e-commerce figure dated after 2019 is therefore an estimate from someone else. Use the 2019 figures with their year.
The ONS publishes no web-only B2B figure
The ONS publishes website sales for 2019 but does not split them between business and household customers. Its only split is by where the customer is. The ONS figures below include consumer sales, so we show them for context and do not call them B2B. Eurostat's last UK value for web sales to businesses and government is 4.78% of turnover, for 2019 sales.
Confirmed
4.78%
Web sales to businesses and government, share of turnover
2019 sales, the last year the UK was in Eurostat's survey. Enterprises with 10 or more employees. This is a share of turnover, so it is not comparable with the ONS pound figures below.
Source: Eurostat
Confirmed
£334.9bn
Website sales to all customers
2019, UK businesses with 10 or more employees outside the financial sector. Includes sales to consumers, so it is not a B2B figure. Website sales have more than trebled since 2009.
Source: ONS
Confirmed
£262.0bn
Of those website sales, from UK customers
2019. Orders from other EU countries were £26.5bn and from the rest of the world £46.4bn. Still all customer types.
Source: ONS
What the ONS covers
The headline figures cover UK businesses with 10 or more employees outside the financial sector, including manufacturing, production, construction and distribution and parts of the services sector. Results for businesses with fewer than 10 employees are in the dataset, but the ONS says to use them with caution.
02
European Union (EU-27)
Eurostat publishes shares of turnover, not a euro market size. It is the only official source here that splits web sales between businesses and consumers.
What Eurostat measures
All figures are for sales made in 2024, collected in the 2025 survey of ICT usage and e-commerce in enterprises. They cover enterprises with 10 or more employees in most sectors, excluding agriculture, mining and the financial sector. Eurostat reports web sales (websites, apps and marketplaces) as a share of enterprise turnover and splits them by customer type: businesses and government against consumers. This page uses the businesses-and-government figures wherever Eurostat publishes them. Eurostat does not publish a euro market size.
Businesses and government: 4.34% of turnover (about 52% of web sales, derived)Consumers: 4.04% of turnover (about 48%, derived)
Enterprises with 10 or more employees. Web sales are websites, apps and marketplaces.
Source: Eurostat, Statistics Explained. Status: Confirmed (shares of turnover); the 52% and 48% splits are Estimated (derived).
Web sales to businesses and government
Confirmed
4.34%
Web sales to businesses and government, as a share of turnover
2024, EU-27. Web sales to consumers were a further 4.04%.
Source: Eurostat
Confirmed
13.80%
Share of enterprises with web sales to businesses and government
2024, EU-27. 17.17% of enterprises sell on the web to consumers, and 20.69% make web sales of any kind.
Source: Eurostat
Estimated
about 52%
Share of web sales turnover that goes to businesses and government
2024. 4.34% of 8.39% of turnover. Eurostat publishes the two figures and not this share, so we worked it out. (derived)
Source: Eurostat
By enterprise size
Share of turnover, %
Share of enterprises making such sales, %
Sources: Eurostat, isoc_ec_evals; isoc_ec_esels. Status: Confirmed.
Confirmed
5.10%
Large enterprises (250 or more): web sales to businesses and government, share of turnover
2024. 25.27% of large enterprises make such sales.
Source: Eurostat
Confirmed
3.76%
Medium enterprises (50 to 249): web sales to businesses and government, share of turnover
2024. 17.44% of medium enterprises make such sales.
Source: Eurostat
Confirmed
2.56%
Small enterprises (10 to 49): web sales to businesses and government, share of turnover
2024. 12.80% of small enterprises make such sales.
Source: Eurostat
By sector
Confirmed
7.34%
Wholesale trade: web sales to businesses and government, share of turnover
2024, EU-27. Web sales to consumers were 2.13%.
Source: Eurostat
Confirmed
3.57%
Manufacturing: web sales to businesses and government, share of turnover
2024. Web sales to consumers were 1.81%.
Source: Eurostat
Confirmed
1.57%
Retail trade: web sales to businesses and government, share of turnover
2024. Web sales to consumers were 10.56%, so retail web sales are mostly to consumers.
Source: Eurostat
Selected sectors. Eurostat publishes more, including some small sectors with higher values.
Source: Eurostat, isoc_ec_evaln2. Status: Confirmed.
Own website or app: 7.09% of turnover (about 85% of web sales, derived)Marketplaces: 1.30% of turnover (about 15%, derived)
Eurostat does not split own-site and marketplace sales by customer type, so this includes consumers.
Source: Eurostat, isoc_ec_evals. Status: Confirmed (shares of turnover); the 85% and 15% splits are Estimated (derived).
Confirmed
7.09%
Web sales through an enterprise's own website or app, all customers
2024, as a share of turnover. Marketplaces were 1.30%. Includes sales to consumers. 85.65% of enterprises with web sales use their own site and 45% use a marketplace.
Source: Eurostat
By country
Confirmed
Web sales to businesses and government, share of enterprise turnover, 2024
Ireland 18.77% leads, then Lithuania 7.53%, Slovakia 7.09%, Belgium 6.93% and Sweden 6.28%. Greece 2.57%, Bulgaria 2.88%, Latvia 2.93%, Slovenia 3.05% and Italy 3.16% are lowest apart from France at 1.96%. Germany is 3.96% and Spain 3.59%. Eurostat has no value for Estonia or Luxembourg. Norway is 3.85%, Bosnia and Herzegovina 3.25% and Serbia 3.06%, outside the EU. The UK's last Eurostat value is 4.78% for 2019 sales.
Source: Eurostat
Outside the EU
EU countryEU-27 averageOutside the EU
Estonia and Luxembourg: no published value. Ireland is 18.77% against 6.49% a year earlier; treat with caution. It is driven by large multinationals: firms with 250+ employees are 25.27%, SMEs (10 to 249) 2.40%. UK: Eurostat's last value is 4.78% of turnover, for 2019 sales, so it is not in the 2024 league (Ireland was 16.43% and EU-27 3.99% for 2019 sales).
Source: Eurostat, isoc_ec_evals. Status: Confirmed.
* Eurostat flags a break in series for the Netherlands. For 2019 sales the SME figures were UK 2.84%, Ireland 8.49%, EU-27 2.89%. Italy has no 2019 value.
Source: Eurostat, isoc_ec_evals, size class 10 to 249 employees. Status: Confirmed.
Confirmed
Ireland, with a warning
(Data confirmed; caution on the size of the change.) Ireland's 18.77% is nearly three times its 6.49% a year earlier. The jump is in Eurostat's published data, but a one-year change of that size is unusual, so treat Ireland's level with caution. It is driven by large multinationals: firms with 250 or more employees are 25.27%, while SMEs (10 to 249 employees) are 2.40%, below the EU-27 SME figure of 3.19%.
Source: Eurostat
All countries with a value: web sales to businesses and government, 2024 sales
| Rank | Country | % of turnover | % of enterprises |
|---|---|---|---|
| EU-27 | 4.34 | 13.80 | |
| 1 | Ireland | 18.77 | 17.32 |
| 2 | Lithuania | 7.53 | 34.89 |
| 3 | Slovakia | 7.09 | 8.60 |
| 4 | Belgium | 6.93 | 20.92 |
| 5 | Sweden | 6.28 | 25.40 |
| 6 | Netherlands | 6.00 | 18.73 |
| 7 | Denmark | 5.46 | 21.46 |
| 8 | Hungary | 5.40 | 13.99 |
| 9 | Finland | 5.38 | 21.79 |
| 10 | Croatia | 5.00 | 15.23 |
| 11 | Czechia | 4.64 | 18.03 |
| 12 | Cyprus | 4.53 | 9.99 |
| 13 | Poland | 4.42 | 13.27 |
| 14 | Germany | 3.96 | 13.96 |
| 15 | Spain | 3.59 | 16.57 |
| 16 | Portugal | 3.53 | 10.26 |
| 17 | Austria | 3.43 | 16.26 |
| 18 | Romania | 3.38 | 7.19 |
| 19 | Malta | 3.26 | 18.37 |
| 20 | Italy | 3.16 | 12.08 |
| 21 | Slovenia | 3.05 | 15.11 |
| 22 | Latvia | 2.93 | 11.31 |
| 23 | Bulgaria | 2.88 | 8.66 |
| 24 | Greece | 2.57 | 14.11 |
| 25 | France | 1.96 | no value |
| Outside the EU | Norway | 3.85 | not shown |
| Outside the EU | Bosnia and Herzegovina | 3.25 | not shown |
| Outside the EU | Serbia | 3.06 | not shown |
| UK, 2019 sales | United Kingdom | 4.78 | not shown |
Source: Eurostat and Eurostat enterprise data, isoc_ec_evals and isoc_ec_esels. Status: Confirmed.
Confirmed
The long view
Since 2014, web sales to businesses and government have stayed between 3.11% and 4.34% of EU-27 turnover, and 4.34% in 2024 is the highest in the series. Web sales to consumers rose from 1.55% to 4.04% over the same years, so they have almost caught up.
Source: Eurostat
Web sales to businesses and governmentWeb sales to consumers
Eurostat labels these by survey year, so the 2025 survey is plotted as 2024 sales.
Source: Eurostat, isoc_ec_evals. Status: Confirmed.
What it means for you
Web sales to business customers are a small share of EU turnover so far, but they are about half of all web sales, and they are higher in wholesale, transport and information services than in manufacturing or retail. Larger enterprises sell this way more often than small ones, so trade customers may already expect to order and reorder on a website.
03
United States
Digital Commerce 360 estimates the B2B total, and its definition is not published. Amazon Business is the large web marketplace for business buyers.
Digital Commerce 360 estimate. Definition not published by Digital Commerce 360.
Sources: Digital Commerce 360 report; Digital Commerce 360, 26 January 2026. Status: Confirmed.
Digital Commerce 360 estimates
Confirmed
$2.93tn
US B2B ecommerce sales
2025, up 13%. Digital Commerce 360's estimate from its B2B Ecommerce Market Forecast Report 2026. Definition not published by Digital Commerce 360: its public page does not say which channels it covers, so do not read it as a web-only total.
Source: Digital Commerce 360
Confirmed
$15.12tn
US manufacturing and wholesale distribution sales
2025, up 0.4%. Digital Commerce 360 analysis and US Department of Commerce data. B2B ecommerce grew many times faster than the sales it sits within.
Source: Digital Commerce 360
Amazon Business
Confirmed
$60bn
Amazon Business annualised gross sales
Second quarter 2026, worldwide. A gross sales figure, not revenue.
Source: Amazon
Confirmed
11m+
Organisations served by Amazon Business
Worldwide, July 2026. More than 1.8 million joined in the first half of 2026. Amazon Business operates in 11 countries including the UK, US and Canada.
Source: Amazon
What it means for you
Your trade customers already buy from a large B2B marketplace. They will compare your ordering experience with it, so account pricing, saved baskets and quick reorders matter.
04
Canada
Statistics Canada publishes no web-only or business-only e-commerce figure, so there is no official Canadian number on this page.
Why there is no Canadian figure
Statistics Canada's latest release (The Daily, 17 September 2024, 2023 data) reports e-commerce sales for all businesses with 5 or more employees. It says the total includes business-to-business and business-to-consumer sales, and it gives no split by customer type and no web-only figure. We found no Statistics Canada table that does either, so this page has no Canadian B2B figure. Any Canadian "B2B ecommerce market" size you see quoted is a market-research estimate.
Confirmed
What the release covers
Businesses with 5 or more employees. Data were collected from November 2023 to March 2024 and released on 17 September 2024. The page is marked archived, and we found no later edition of the survey.
Source: Statistics Canada
05
How B2B buyers buy
Three analyst surveys, latest editions first. They are surveys of buyers and companies, not market totals, and each sample is global or US-led.
Gartner: share preferring a rep-free experience, by survey year
Each survey, with publisher, year and sample
"Almost one in three willing to spend over $500,000 online" (McKinsey 2026) has no exact figure, so it is a tile and not a meter.
Sources: Gartner via Digital Commerce 360; McKinsey via CMOtech; Forrester. Status: Estimated (Gartner and McKinsey are press relays); Confirmed (Forrester).
Estimated
67%
B2B buyers who prefer a rep-free buying experience
Gartner survey of 646 buyers, August to September 2025, published 9 March 2026. The earlier edition found 61% (published June 2025). (press relay of Gartner)
Source: Gartner, via Digital Commerce 360
Estimated
45%
Buyers who used AI tools during a recent purchase
Same Gartner survey. Digital Commerce 360 describes these as artificial intelligence tools. (press relay of Gartner)
Source: Gartner, via Digital Commerce 360
Estimated
71%
B2B companies that offer e-commerce
McKinsey's 2026 Global B2B Pulse, nearly 4,000 decision makers in 13 countries, published around 1 June 2026. About one third of those companies' revenue comes through digital channels. (press relay of McKinsey)
Source: McKinsey, via CMOtech
Estimated
Almost 1 in 3
Buyers willing to spend more than $500,000 in one online order
McKinsey's 2026 Pulse, down five percentage points since 2024. In 2024 it was 39% (28% in 2022), and 20% would spend over $1 million (15% in 2022). (press relay of McKinsey)
Confirmed
71%
Millennials and Gen Z as a share of B2B buyers
Forrester's survey, 2023 data (64% in 2022). "Buyers" means people involved in purchase decisions, not only final decision makers. Published in a Forrester post of 25 March 2024.
Source: Forrester
Confirmed
Nearly half
Business purchases that are self-service transactions
Forrester, on vendor and partner websites, online marketplaces or inside the product. Forrester's post does not give a separate year.
Source: Forrester
What it means for you
Buyers are doing more of the work before they speak to anyone. If your prices, stock and ordering sit behind a phone call, a share of your customers will choose a supplier that does not ask them to make one.
06
Compare the markets
Eurostat is the only official source here that splits web sales by customer type, so the comparisons are inside the EU. Three labelled comparisons show what can be read across.
Estimated
Comparison 1: How much of web sales goes to businesses?
EU-27 about 52%
Web sales to businesses and government as a share of all web sales turnover, 2024 sales: 4.34% of 8.39% of turnover (Eurostat). A share worked out by us. By sector it runs from about 78% in wholesale trade to about 13% in retail. (derived)
Source: Eurostat
Wholesale trade (7.34% of turnover to businesses and government, 2.13% to consumers)
Manufacturing (3.57% of turnover to businesses and government, 1.81% to consumers)
EU-27 all sectors (4.34% of turnover to businesses and government, 4.04% to consumers)
Retail trade (1.57% of turnover to businesses and government, 10.56% to consumers)
Businesses and governmentConsumers
Shares worked out by us as businesses and government divided by the sum of the two customer types, from Eurostat's published components.
Sources: Eurostat, isoc_ec_evaln2; isoc_ec_evals. Status: Estimated (derived).
Confirmed
Comparison 2: Which sectors sell most to business customers on the web?
Information and communication 10.46%, wholesale 7.34%, retail 1.57%
Web sales to businesses and government as a share of turnover, 2024 sales, EU-27 (Eurostat). The measure and year are the same for every sector. Wholesale is well above the 4.34% all-sector figure and retail well below it, because most retail web sales go to consumers.
Source: Eurostat
Confirmed
Comparison 3: How wide is the spread inside the EU?
Ireland 18.77% and France 1.96%
Web sales to businesses and government as a share of enterprise turnover, 2024 sales, Eurostat. Ireland is unusual (6.49% a year earlier), so treat it with caution. The next highest, Lithuania at 7.53%, is nearly four times France.
Source: Eurostat
Do not compare
the Digital Commerce 360 $2.93tn (2025) is a US dollar value with no published definition, and Eurostat's 4.34% is a share of turnover, not a value, so the two cannot be set side by side. Canada has no web-only B2B figure. The UK's last Eurostat value is 4.78% for 2019 sales, so do not rank it against EU countries.
07
Commonly quoted figures, checked
Thirteen figures that appear in B2B ecommerce round-ups, with a verdict and the number to use instead.
13 commonly quoted figures, checked
See all 13 with notes and sources3 Verified2 Outdated3 Misattributed5 Unverifiable
Canada's B2B ecommerce market is US$41.79bn
MisattributedUse instead: A market-research estimate of all Canadian ecommerce in US dollars, about 64% consumer. Statistics Canada publishes no web-only B2B figure. Statistics Canada
Canadian ecommerce including B2B is $672.3bn
MisattributedUse instead: A market-research estimate in US dollars for 2025, mostly consumer sales. Statistics Canada publishes no web-only B2B figure. Statistics Canada
UK B2B ecommerce is worth $1.18 trillion
UnverifiableUse instead: We could not trace it to a published source. The closest official web B2B measure is Eurostat's 4.78% of turnover for UK web sales to businesses and government, 2019 sales. The ONS publishes no web-only B2B figure; its 2019 release gives £334.9bn of website sales to all customers, consumers included. Eurostat, ONS
US B2B ecommerce reached $2.93 trillion, up 13%
VerifiedNote: Digital Commerce 360's 2025 estimate. Its public page gives no definition, so say who estimated it and for which year, and do not describe it as web-only. Digital Commerce 360
US online wholesale is $4.72 trillion
UnverifiableWhat we found: We found no such figure in any primary source. No primary source found
US B2B is 606% larger than B2C
UnverifiableWhat we found: No primary source, and the arithmetic does not match Digital Commerce 360's figures. Digital Commerce 360
US B2B ecommerce will reach $3.027 trillion by 2028, from Digital Commerce 360
MisattributedUse instead: The forecast belongs to eMarketer, which titles its chart "will surpass $3 trillion by 2028". It covers B2B site sales only, so it is not the same measure as the $2.93tn. eMarketer
61% of B2B buyers prefer a rep-free experience
OutdatedUse instead: Gartner's June 2025 result. The March 2026 release says 67% (646 buyers). Gartner, via Digital Commerce 360
39% of buyers would spend over $500,000 in one online order
OutdatedUse instead: McKinsey's 2024 figure. The 2026 Pulse says almost one in three, down five points. McKinsey, via Digital Commerce 360 and CMOtech
McKinsey's "seekers" figure is 61%, not 69%
UnverifiableWhat we found: We could not read McKinsey's pages. Reports give both numbers for different editions, so we have not used either. McKinsey
Millennials and Gen Z are 71% of B2B buyers
VerifiedNote: Forrester's 2023 data, in a post dated 25 March 2024. Give the year. Forrester
Amazon Business reached $60 billion in sales
VerifiedNote: $60bn of annualised gross sales in the second quarter of 2026, worldwide, with more than 11 million organisations. Amazon
Grainger takes 75% of US orders digitally
UnverifiableWhat we found: We could not find this in Grainger's filings and it has no named source. No primary source found
08
Methodology and how to cite
Where the figures come from and how far to trust them.
What this page covers
This page covers sales through websites, apps, trade portals and marketplaces. It leaves out automated system-to-system ordering between companies' purchasing systems, which official statistics count as e-commerce.
Markets with no figure
For the UK, the ONS publishes no web-only B2B figure, because its website sales include consumers. Eurostat's last UK value is 4.78% of turnover for 2019 sales. Statistics Canada publishes no web-only B2B figure either, so Canada has no headline number here.
Shares against values
Eurostat publishes shares of enterprise turnover, not a euro total. The ONS publishes pounds and Digital Commerce 360 US dollars.
Reference years and geography
Eurostat's "2025" survey reports sales in 2024. The ONS business series stops at 2019. Digital Commerce 360 is 2025. The UK has no Eurostat value after 2019, so we do not rank it against EU countries.
Thresholds and sectors differ
Eurostat and the ONS cover enterprises with 10 or more employees, and Eurostat leaves out agriculture, mining and the financial sector.
Surveys and estimates
Eurostat and the ONS use sample surveys of businesses. Digital Commerce 360 gives an estimate and does not publish its method or definition on the public page.
Vendor and analyst surveys
Gartner, McKinsey and Forrester survey buyers and companies. Their samples are global or US-led, and "willing to spend" is stated intent, not completed orders. For Gartner and McKinsey we read press reports of the releases because the publishers' pages did not open, so those figures are marked Estimated.
Currencies kept as published
We show pounds, euros as shares and US dollars as the source published them. We have not converted any figure. Market-research forecasts from firms such as Mordor Intelligence and IMARC appear only in the checked section.
How to cite this page
Cite the original source for each figure where you can. To cite this page:
Disclaimer
This page gives general information only. It is not financial or professional advice. We checked the figures against the named sources as at 8 November 2026. Publishers revise their statistics, and we will update this page when new editions appear.
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