CITEA Director Says Higher E-Commerce Sales Do Not Guarantee Higher Business Profits
Matina Zisiadou of CITEA argues that online trading should be judged by the value it creates for consumers rather than by sales alone, citing UNCTAD and Eurostat data.
Nicosia, Cyprus. Matina Zisiadou, director of the Cyprus Information Technology Enterprises Association (CITEA), said that growing sales do not automatically translate into greater profits for businesses that adopt e-commerce. She stressed that the success of online trading should be assessed by the value delivered to consumers, not just by sales volumes.
A shift in consumer behaviour
Zisiadou explained that e-commerce has fundamentally altered how consumers look for, compare and buy products and services. Shoppers now enjoy a wider selection and simpler access to goods from various markets, while companies can serve customers well beyond the geographical limits of their operations.
She added that the change goes beyond shopping habits. It also affects what consumers expect, creates new competitive dynamics and transforms how businesses organise and run their operations.
Figures on the growth of online trade
According to the United Nations Conference on Trade and Development (UNCTAD), business e-commerce sales across 43 developed and developing economies were estimated at nearly $27 trillion in 2022.
Eurostat data show that in the European Union almost eight in ten people aged 16 – 74 bought goods or services online in 2025, up from around six in ten in 2015.
Who benefits?
Zisiadou asked: “But who truly benefits from this growth?” She noted that an online presence can open new doors for a company by giving it access to markets and customers that would otherwise be hard to reach.
At the same time, she said, e-commerce brings opportunities for growth and a larger customer base, but it also carries costs that shape the final financial result. These include setting up and maintaining an online store, digital advertising, platform commissions, handling of orders and returns, and after-sales service.
Importance for EU businesses
Eurostat figures confirm the weight of e-commerce for businesses across the European Union. In 2025, online sales made up almost one-fifth of total turnover.
The share approached one-quarter for large enterprises, while for small and medium-sized enterprises (SMEs) it stood at approximately one-eighth.
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