--- title: Your European Payments Guide | emerchantpay description: Thinking of branching your business out cross-border, particularly in Europe? Our market guides will show you how. image: https://resources.emerchantpay.com/hubfs/EMP_EuropeMarketGuide_MetaImage_2025.png --- [![Emerchantpay](https://resources.emerchantpay.com/hs-fs/hubfs/raw_assets/public/emerchantpay_June2021/images/emerchantpay-logo-transparent.png?width=914&height=322&name=emerchantpay-logo-transparent.png "Emerchantpay")](https://www.emerchantpay.com/) [Contact Us](https://www.emerchantpay.com/contact-us/) [Log In](https://partner-resource-centre.emerchantpay.com/login) - SOLUTIONS - PRODUCTS - [Online payments](https://www.emerchantpay.com/online-payments/) - [POS terminals](https://www.emerchantpay.com/pos-terminals/) - [Card issuing](https://www.emerchantpay.com/card-issuing/) - SERVICES - [Acquiring](https://www.emerchantpay.com/acquiring/) - [Global payment methods](https://www.emerchantpay.com/global-payment-methods/) - [Platforms and partnerships](https://www.emerchantpay.com/platforms-partnerships/) - [Reporting](https://www.emerchantpay.com/reporting/) - [Risk and fraud management](https://www.emerchantpay.com/risk-fraud-management/) - INDUSTRIES - [eCommerce](https://www.emerchantpay.com/e-commerce/) - [Retail](https://www.emerchantpay.com/retail/) - [Small Businesses](https://www.emerchantpay.com/small-business/) - [Travel](https://www.emerchantpay.com/travel/) - [Gambling](https://www.emerchantpay.com/gambling/) - [Forex](https://www.emerchantpay.com/forex/) - COMPANY - [About us](https://www.emerchantpay.com/about-us/) - [Careers](https://www.emerchantpay.com/careers/) - [Events](https://www.emerchantpay.com/events/) - [Press and media](https://www.emerchantpay.com/press-and-media/) - [Licenses and certifications](https://www.emerchantpay.com/certifications/) - PARTNERS - RESOURCES - INSIGHTS - [Blog](https://www.emerchantpay.com/insights/) - [Downloadables](https://www.emerchantpay.com/downloadables/) - [Videos](https://www.emerchantpay.com/videos/) - DOCUMENTATION - [Documentation](https://docs.emerchantpay.com/) - [API reference](https://emerchantpay.github.io/gateway-api-docs/) - [SDKs](https://github.com/eMerchantPay/) - [Partner resource centre](https://partner-resource-centre.emerchantpay.com/login) - SOLUTIONS - PRODUCTS - [Online payments](https://www.emerchantpay.com/online-payments/) - [POS terminals](https://www.emerchantpay.com/pos-terminals/) - [Card issuing](https://www.emerchantpay.com/card-issuing/) - SERVICES - [Acquiring](https://www.emerchantpay.com/acquiring/) - [Global payment methods](https://www.emerchantpay.com/global-payment-methods/) - [Platforms and partnerships](https://www.emerchantpay.com/platforms-partnerships/) - [Reporting](https://www.emerchantpay.com/reporting/) - [Risk and fraud management](https://www.emerchantpay.com/risk-fraud-management/) - INDUSTRIES - [eCommerce](https://www.emerchantpay.com/e-commerce/) - [Retail](https://www.emerchantpay.com/retail/) - [Small Businesses](https://www.emerchantpay.com/small-business/) - [Travel](https://www.emerchantpay.com/travel/) - [Gambling](https://www.emerchantpay.com/gambling/) - [Forex](https://www.emerchantpay.com/forex/) - COMPANY - [About us](https://www.emerchantpay.com/about-us/) - [Careers](https://www.emerchantpay.com/careers/) - [Events](https://www.emerchantpay.com/events/) - [Press and media](https://www.emerchantpay.com/press-and-media/) - [Licenses and certifications](https://www.emerchantpay.com/certifications/) - PARTNERS - RESOURCES - INSIGHTS - [Blog](https://www.emerchantpay.com/insights/) - [Downloadables](https://www.emerchantpay.com/downloadables/) - [Videos](https://www.emerchantpay.com/videos/) - DOCUMENTATION - [Documentation](https://docs.emerchantpay.com/) - [API reference](https://emerchantpay.github.io/gateway-api-docs/) - [SDKs](https://github.com/eMerchantPay/) - [Partner resource centre](https://partner-resource-centre.emerchantpay.com/login) [Contact Us](https://www.emerchantpay.com/contact-us/) [Log In](https://partner-resource-centre.emerchantpay.com/login) # Your European payments guide ### Thinking of expanding into Europe? Our market guide will show you how.    The European eCommerce landscape is thriving, with online sales projected to surpass [USD 700 billion](https://www.statista.com/outlook/emo/ecommerce/europe) in 2025. As consumer habits continue to evolve, businesses need to stay ahead by understanding local shopping behaviours and payment preferences.  With a diverse mix of markets, Europe presents both opportunities and challenges. Preferred payment methods vary widely, from digital wallets and real-time bank transfers to instalment options like Buy Now, Pay Later (BNPL). Adapting to these preferences is key to building trust, improving customer experience and driving conversions.  Our market guides provide the insights you need to successfully navigate Europe’s dynamic eCommerce ecosystem and grow your business with confidence.   ## eCommerce payment methods in Europe **28%** Credit card  **14%** Debit card **14%** Direct debit **12%** Digital wallet **12%** Bank transfer **2%** Account-to-account **0%** Cash **10%** Other (BNPL, prepaid vouchers etc) ## Europe’s most popular payment methods ![EMP_GooglePay](https://resources.emerchantpay.com/hs-fs/hubfs/LATAM%20market%20guide-%202025/EMP_GooglePay.png?width=1200&length=1200&name=EMP_GooglePay.png) ![EMP_ApplePay](https://resources.emerchantpay.com/hs-fs/hubfs/LATAM%20market%20guide-%202025/EMP_ApplePay.png?width=1200&length=1200&name=EMP_ApplePay.png) ![EMP_PayPal](https://resources.emerchantpay.com/hs-fs/hubfs/LATAM%20market%20guide-%202025/EMP_PayPal.png?width=1200&length=1200&name=EMP_PayPal.png) ![Sepa](https://resources.emerchantpay.com/hs-fs/hubfs/Germany%20market%20guide%202024/Sepa.png?width=1200&length=1200&name=Sepa.png) ![EMP_Vpay_Logo](https://resources.emerchantpay.com/hs-fs/hubfs/EMP_Vpay_Logo.png?width=1200&length=1200&name=EMP_Vpay_Logo.png) ![EMP_MyBank_Logo](https://resources.emerchantpay.com/hs-fs/hubfs/EMP_MyBank_Logo.png?width=1200&length=1200&name=EMP_MyBank_Logo.png)   ## Download your full copy of The Global Payments Outlook 2025 ## Mobile wallet adoption in Europe ![Norway (1)](https://resources.emerchantpay.com/hs-fs/hubfs/Europe%20Market%20Guide%202025/Norway%20(1).png?width=112&height=112&name=Norway%20(1).png "Norway (1)") #### 94% #### Norway   ![Denmark (1)](https://resources.emerchantpay.com/hs-fs/hubfs/Europe%20Market%20Guide%202025/Denmark%20(1).png?width=112&height=112&name=Denmark%20(1).png "Denmark (1)") #### 85% #### Denmark   ![Switzerland](https://resources.emerchantpay.com/hs-fs/hubfs/Europe%20Market%20Guide%202025/Switzerland.png?width=112&height=112&name=Switzerland.png "Switzerland") #### 83% #### Switzerland ![EU](https://resources.emerchantpay.com/hs-fs/hubfs/Europe%20Market%20Guide%202025/EU.png?width=112&height=112&name=EU.png "EU") #### 72% #### European Union ![Germany](https://resources.emerchantpay.com/hs-fs/hubfs/Europe%20Market%20Guide%202025/Germany.png?width=112&height=112&name=Germany.png "Germany") #### 63% #### Germany ![Spain](https://resources.emerchantpay.com/hs-fs/hubfs/Europe%20Market%20Guide%202025/Spain.png?width=112&height=112&name=Spain.png "Spain") #### 53% #### Spain ## Europe's leading export destinations ![US](https://resources.emerchantpay.com/hs-fs/hubfs/US.webp?width=164&height=164&name=US.webp "US") #### United States   ![China](https://resources.emerchantpay.com/hs-fs/hubfs/China.webp?width=165&height=164&name=China.webp "China") China ![Japan](https://resources.emerchantpay.com/hs-fs/hubfs/Brazil%20market%20guide%202024/Japan.png?width=169&height=169&name=Japan.png "Japan") #### Japan ## Top eCommerce segments in Europe ![EMP_Icon_Electronics](https://resources.emerchantpay.com/hubfs/LATAM%20market%20guide-%202025/EMP_Icon_Electronics.png "EMP_Icon_Electronics") Fashion ![EMP_Icon_Fashion](https://resources.emerchantpay.com/hubfs/LATAM%20market%20guide-%202025/EMP_Icon_Fashion.png "EMP_Icon_Fashion") Electronics ![EMP_Icon_Food](https://resources.emerchantpay.com/hs-fs/hubfs/LATAM%20market%20guide-%202025/EMP_Icon_Food.png?width=217&height=192&name=EMP_Icon_Food.png "EMP_Icon_Food") Hobby and leisure  ![EMP_Icon_Beauty](https://resources.emerchantpay.com/hs-fs/hubfs/LATAM%20market%20guide-%202025/EMP_Icon_Beauty.png?width=217&height=192&name=EMP_Icon_Beauty.png "EMP_Icon_Beauty") Furniture and homeware   ## Want to grow your customer base? Explore essential insights into Europe and other high-potential regions, including North America, LATAM, APAC, and MENA, in our Global Payments Outlook. Unlock new opportunities and expand your reach with the right payment strategies.  [DOWNLOAD REPORT](https://resources.emerchantpay.com/download-payments-guide-2025-latam?hsLang=en#download) ![EMP_CoverTablet (3)](https://resources.emerchantpay.com/hubfs/Europe%20Market%20Guide%202025/EMP_CoverTablet%20(3).png "EMP_CoverTablet (3)") ![A forward glance at payments and eCommerce in Europe (1)](https://resources.emerchantpay.com/hubfs/A%20forward%20glance%20at%20payments%20and%20eCommerce%20in%20Europe%20(1).png "A forward glance at payments and eCommerce in Europe (1)") ## A forward glance at payments and eCommerce in Europe 40% of eCommerce payments will be made via eWallets in 2027.  16%  of global import and exports are contributed by EU nations.  32% was the annual increase in cross border eCommerce sales in Europe, which accounted for EUR 237 billion.  ## Looking to expand into the European market? We’re here to help! For eCommerce merchants looking to thrive in Europe, here are the key insights into the region’s eCommerce and payments landscape that you need to know.  ![White Arrow](https://resources.emerchantpay.com/hubfs/Market%20Guide%20-%20UK/White%20Arrow.png "White Arrow") United Kingdom, France and Germany are the top contributors to the European eCommerce market.   ![White Arrow](https://resources.emerchantpay.com/hubfs/Market%20Guide%20-%20UK/White%20Arrow.png "White Arrow") Europe, particularly Northern (98%) and Western Europe (95%), boasts the highest internet penetration rate, making it the ideal region for eCommerce growth.  ![White Arrow](https://resources.emerchantpay.com/hubfs/Market%20Guide%20-%20UK/White%20Arrow.png "White Arrow") The European social commerce market reached USD 92 billion in 2024, growing at a rate of 24.4% annually.    Expanding into the European market is seamless with a trusted payment partner like emerchantpay. Our expertise and tailored solutions ensure a smooth entry and sustainable growth. For valuable, data-driven insights to support your expansion, download our latest Global Payments Outlook. Get started today by filling out the form below!  Google Pay is a trademark of Google LLC ![Looking to expand into the European market We’re here to help! ](https://resources.emerchantpay.com/hs-fs/hubfs/Europe%20Market%20Guide%202025/Looking%20to%20expand%20into%20the%20European%20market%20We%E2%80%99re%20here%20to%20help!%20.png?width=699&height=652&name=Looking%20to%20expand%20into%20the%20European%20market%20We%E2%80%99re%20here%20to%20help!%20.png "Looking to expand into the European market We’re here to help! ") [![Emerchantpay](https://resources.emerchantpay.com/hs-fs/hubfs/raw_assets/public/emerchantpay_June2021/images/emerchantpay-logo-transparent-green.png?width=914&height=322&name=emerchantpay-logo-transparent-green.png "Emerchantpay")](https://www.emerchantpay.com/) - PRODUCTS - [Online payments](https://www.emerchantpay.com/online-payments/) - [POS terminals](https://www.emerchantpay.com/pos-terminals/) - [Card issuing](https://www.emerchantpay.com/card-issuing/) - SERVICES - [Acquiring](https://www.emerchantpay.com/acquiring/) - [Global payment methods](https://www.emerchantpay.com/global-payment-methods/) - [Platforms and partnerships](https://www.emerchantpay.com/platforms-partnerships/) - COMPANY - [About us](https://www.emerchantpay.com/about-us/) - [Careers](https://www.emerchantpay.com/careers/) - [Events](https://www.emerchantpay.com/events/) - RESOURCES - [Blog](https://www.emerchantpay.com/insights/) - [Documentation](https://docs.emerchantpay.com/) - [Partner resource centre](https://partner-resource-centre.emerchantpay.com/login) - - - - [Contact Us](https://www.emerchantpay.com/contact-us/) - [Cookies](https://www.emerchantpay.com/cookie-settings/) - [Terms of use](https://www.emerchantpay.com/terms-of-use/) - [Legal](https://www.emerchantpay.com/legal/) For the UK: emerchantpay Ltd is a duly authorised electronic money institution subject to the prudential supervision of the UK Financial Conduct Authority (Financial Services Register No. 900778). For the EU: emerchantpay collaborates with UAB Phoenix Payments, a duly authorised electronic money institution subject to the prudential supervision of the Bank of Lithuania, licence number LB000477. For the US: emerchantpay Corp. is a Registered Partner/ISO of Elavon, Inc. Georgia \[a wholly owned subsidiary of U.S. Bancorp, Minneapolis, MN\], and of Westamerica Bank, Santa Rosa, CA.   Copyright © emerchantpay Ltd 2007 – 2024. All rights reserved. emerchantpay is a registered trade mark. Any unauthorised use is expressly prohibited  .