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  • Writer's pictureKev

Cannabis E-commerce in Europe 2024 Outlook

Updated: Mar 29

The cannabis market in Europe is booming, driven by a growing interest in both medicinal and recreational use. However, the e-commerce of these products faces a complex and diverse regulatory landscape across the continent.

State of Cannabis E-commerce in Europe: 2024 Outlook
State of Cannabis E-commerce in Europe: 2024 Outlook

Current Overview of Cannabis Regulation in Europe

The legality of cannabis in Europe varies significantly between countries, with some such as the Netherlands and Germany leading the way in regulatory frameworks for medicinal and, to a lesser extent, recreational use. According to an EMCDDA report, cannabis remains the most widely used illicit drug in Europe, with approximately 8% of European adults (22.6 million people aged 15-64) having used cannabis in the past year.

Challenges and Opportunities for Cannabis E-commerce

  • Challenges: Variability of laws between countries, restrictions on advertising and digital marketing, and limitations on payment methods and logistics are some of the main challenges.

  • Opportunities: Growing demand for cannabis products and innovation in products and services offer significant opportunities for e-commerce.

Strategies for Navigating Regulation in E-commerce

Legal compliance is critical, and businesses must stay informed and adapt quickly to local laws. Marketing strategies must be creative and respect regulations, while the user experience on websites must be informative and transparent.

Trends in the European Cannabis Industry

The cannabis market in Europe continues to evolve with several key trends that are shaping the future of the industry. Among these, the expansion of adult-use cannabis markets in countries such as Germany, the Czech Republic, Switzerland, and the Netherlands is particularly notable. These countries are developing regulatory models that could set a precedent for the rest of Europe. In addition, adult-use cannabis sales in Europe are expected to reach €1.6 billion by 2027.

Medical Cannabis Market Growth

The medical cannabis sector in Europe is also experiencing significant growth, with projections indicating that sales could exceed €550 million by the end of this year. The UK is emerging as the second largest market in Europe, reflecting the growing number of patients using cannabis for medical purposes. The total number of medical cannabis patients in Europe is expected to reach approximately 1.43 million by 2027, representing an increase of 234% over the forecast period.

Challenges and Opportunities in the Standardization of CBD

The CBD market in Europe, although complex and in some respects opaque, is beginning to clarify. The combined market size of all CBD categories is estimated to exceed €2 billion by 2024. However, standardization of industry channels is progressing slowly, especially concerning novel food approvals. The rise of CBD flower products in several countries is presenting legal challenges and questions, especially in courts across Europe.

Looking Ahead: Trends and Predictions

The cannabis market in Europe is subject to rapid evolutions, with an increasing diversity of products available in both the illicit and consumer markets, where products with low THC levels and substances derived from the cannabis plant such as CBD are appearing. Monitoring these trends and anticipating regulatory changes will be key to future success.


Cannabis ecommerce in Europe offers both significant challenges and unique opportunities. Staying informed, adapting to regulations, and focusing on consumer education and safety are essential strategies for navigating this complex market.

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