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Here are six charts that explore ecommerce in Europe by region, including our latest rankings of European markets by total digital sales.

Brand loyalty membership is rebounding in the UK as shoppers turn to loyalty programs for savings. Supermarkets are driving innovation, but there is space for brands and retailers of all sizes to boost revenues and forge stronger customer connections.

In the UK, neobank Revolut has been experimenting with a media network model, having hired the former head of ecommerce partnerships at TikTok UK to head up the initiative. Global players are coming on board, too. PayPal is set to roll out its ad network in the UK, with ads first visible to customers in July 2025.

Online fashion sales are stable and growing slowly, but they lag wider ecommerce. Consumers are concerned about sustainability, but price is a bigger priority.

This is the first installment of our biannual 鈥淯K Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

Why this matters: This is the first time PayPal has enabled NFC payments through its digital wallet after Apple opened up the tech to developers in Europe, the US, and select other markets in response to antitrust concerns from regulators. At the time, we predicted PayPal would start offering contactless payments now that it could do so across mobile operating systems.

Amazon faces renewed antitrust scrutiny in Europe: The retailer is under fire from German regulators concerned that its price controls limit competition.

Half of young UK consumers accept AI in customer service, but 81% of all UK adults want full disclosure鈥攂ecause comfort doesn鈥檛 cancel the need for trust.

The news: Klarna will offer unlimited 5G data, talk, and text for $40/month with coverage on AT&T鈥檚 network in the US, per a press release, with plans to expand this deal to the UK and Germany soon. Our take: Klarna鈥檚 ambitions to be a BNPL provider, a mobile phone service, a neobank, and most recently鈥攁ccording to CEO Sebastian Siemiatkowski鈥斺�渁 digital financial assistant,鈥� per CNBC, signals the company鈥檚 voracious appetite to be everything at once.

Amazon Haul expands overseas as de minimis uncertainty clouds domestic prospects: The low-cost marketplace is now available to UK and Saudi Arabian shoppers.