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The e-commerce sector has experienced significant growth in the past two decades, outpacing other economic sectors and contributing to sustainable consumption, increased labour productivity, competitiveness, consumer incomes, and GDP growth. This trend is expected to continue, making e-commerce a key driver of sustainable economic growth in Europe. This study aims to explore the relationship between a nation’s innovation level and its population’s inclination towards online shopping in various EU member states. It hypothesizes that higher innovation levels within a country lead to a greater tendency for online purchases. This study conducts a thorough analysis of the interplay between European economies’ innovation levels and the e-commerce market’s evolution. A composite innovation index was created using the Technique for Order of Preference by Similarity to Ideal Solution (TOPSIS) methodology, and panel data models were utilized to examine the dependencies, with data from Eurostat and the Global Innovation Index. The focus is on the period from 2019 to 2021, which was marked by unique market dynamics and the impact of the COVID-19 pandemic. The findings confirm the significant role of innovation in driving e-commerce expansion within the context of sustainable consumption, supporting the main hypothesis. This research also highlights the pandemic’s positive effect on the e-commerce sector. The pandemic-induced changes in consumer behaviour, particularly due to social isolation and crises in certain economic sectors, have emphasized the importance of online shopping. Notably, the most active online …