Europe & CIS Mobility on Demand Market – Size, Share, Trends, Opportunity, and Forecast, Segmented By Vehicle Type (Passenger Car, Two-wheeler), By Booking Type (Online, Offline), By Service (Vehicle Rental, Ride Hailing, Vehicle Sharing), By Country, By Competition, 2020-2030F

Market Overview:

The Europe & CIS Mobility on Demand Market was valued at USD 77.28 Billion in 2024 and is expected to reach USD 107.90 Billion by 2030 with a CAGR of 5.72% during the forecast period. The Europe & CIS mobility on demand market is experiencing significant momentum due to evolving consumer preferences for flexible and cost-efficient travel solutions. Growth is being fueled by increasing urbanization, rising digitalization, and the proliferation of smartphones enabling real-time ride-booking services. The integration of artificial intelligence, IoT, and data analytics into mobility platforms has enhanced route optimization, dynamic pricing, and customer experience. Trends such as subscription-based mobility services, autonomous ride-sharing pilots, and integration with public transportation systems are reshaping user expectations. The adoption of multi-modal transport apps is expanding, allowing consumers to plan and pay across various services using a single interface. Opportunities are emerging in fleet electrification, last-mile delivery services, and corporate mobility solutions, attracting investments and partnerships across the value chain.

Market Drivers

Increasing Smartphone and Internet Penetration

The widespread availability of smartphones and affordable internet access is a primary enabler for the ride hailing market’s expansion. A growing number of users now rely on mobile apps for daily mobility, making app-based ride booking more intuitive and accessible. The integration of location-based services, cashless payments, and real-time tracking enhances user convenience and trust. These technologies have lowered the barriers to entry for users across different demographics, encouraging the transition from traditional transport modes to digital mobility platforms. With continuous improvements in app interfaces and AI-driven customization, ride hailing platforms are able to cater to individual travel preferences. The digital ecosystem surrounding smartphones also supports features such as fare comparison, driver ratings, and emergency contact options, further strengthening customer engagement. For instance, by 2030, the mobile industry is set to reach significant milestones, with mobile internet penetration surpassing 87% and over 500 million unique subscribers. Smartphone adoption will exceed 90%, while 5G adoption is projected to reach 87%, driven by the rapid decline of legacy networks 2G adoption falling below 1%, 3G below 2%, and 4G dropping to just 12%. With over 574 million 5G connections expected and 4G adoption decreasing steadily from 69% to under 20%, the shift toward next-generation connectivity will define the mobile landscape, signaling a nearly complete transition to high-speed mobile internet by the end of the decade.

Shift from Ownership to Mobility-as-a-Service (MaaS)

The shift in consumer preferences from traditional vehicle ownership to flexible, on-demand transport is reshaping the mobility landscape. High vehicle ownership costs, parking limitations, and sustainability concerns are driving people toward shared transport solutions. Mobility on demand services provide a compelling alternative by offering convenient, pay-per-use access to vehicles without long-term commitments. This supports the broader evolution of Mobility-as-a-Service (MaaS), where integrated platforms allow users to select, book, and pay for different transport modes from a single interface. These services are being used not only for daily commutes but also for errands, leisure trips, and airport transfers, embedding them into consumers’ everyday lives. On-demand platforms also appeal to tourists and short-term visitors, who benefit from localized transport without the complexity of car rentals or public transit unfamiliarity. As consumers increasingly value access over ownership, MaaS solutions stand at the forefront of urban and intercity mobility transformation.

Integration of Digital Payments and Loyalty Programs

Digital payment integration has revolutionized how users interact with mobility on demand services. Secure, cashless transactions reduce friction for riders and drivers alike, while mobile wallets, embedded payment systems, and instant billing features simplify fare processing. Real-time settlements, fare transparency, and split payment options make the service more user-friendly. The introduction of loyalty programs tied to digital wallets further enhances customer engagement by offering reward points, discounts, and personalized promotions. These features encourage repeat usage and increase customer lifetime value. For operators, digitized payments provide visibility into revenue flow, reduce disputes, and improve financial planning.  For instance, in 2023, digital payments in the EU retail sector exceeded USD 1.08 trillion annually, more than doubling since 2017, highlighting their critical role in supporting seamless cross-border commerce within the internal market. E-commerce and point-of-sale transactions totaled approximately USD 1.24 trillion, with card payments contributing nearly 80% of this value.

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Key Market Challenges

Regulatory Complexity and Lack of Standardization

The mobility on demand sector operates within a fragmented regulatory landscape, making compliance a major challenge for service providers. Differences in local, national, and international transportation laws can hinder service expansion and create operational inefficiencies. Regulations surrounding licensing, insurance, passenger safety, emissions, and driver employment status vary widely across jurisdictions. This lack of standardization increases the cost and complexity of scaling platforms, especially for startups and new entrants. Mobility providers must navigate constantly evolving legal requirements while maintaining user satisfaction and operational reliability. Sudden policy shifts or legal bans can disrupt service continuity and erode consumer trust. .

Data Privacy and Cybersecurity Risks

As mobility on demand platforms collect and manage large volumes of sensitive user data, concerns around data privacy and cybersecurity have become critical. User profiles, travel histories, payment information, and real-time location data make these platforms attractive targets for cyberattacks. A breach in data security can compromise personal information, damage brand reputation, and invite legal consequences. Ensuring robust encryption, secure data storage, and timely software updates requires continuous investment in IT infrastructure. Mobility providers must also comply with stringent data protection laws, which differ across regions and add another layer of complexity. Building user trust hinges on transparency in data usage policies and offering control over information sharing preferences.

Key Market Trends

Adoption of Electric Vehicles in Mobility on Demand Fleets

The integration of electric vehicles (EVs) into mobility on demand fleets is gaining momentum as sustainability becomes a central priority across the transportation ecosystem. Service providers are actively transitioning to electric fleets in response to environmental regulations, climate goals, and evolving consumer expectations. The declining cost of batteries, coupled with improvements in vehicle range and reliability, is making EVs a more viable option for high-usage models common in on-demand services. Mobility platforms are introducing financial incentives and dedicated leasing models to encourage EV adoption among drivers, while also forging partnerships with automakers and energy providers to expand access and facilitate charging infrastructure. For instance, the ride-hailing sector in Europe is undergoing a rapid shift toward electrification, with professional drivers adopting electric vehicles up to five times faster than the general population. A study across 22 European cities identified 380,000 shared vehicles in operation, underscoring the scale of this transition. According to research commissioned by BloombergNEF and Uber, ride-hailing drivers contribute four times more emissions reductions than regular motorists by averaging 250 kilometers of driving per day.

Rise of Subscription-Based Mobility Services

Subscription-based mobility services are gaining traction as consumers seek more predictable, affordable, and hassle-free transportation options. These services offer fixed monthly fees in exchange for a set number of rides, access to various vehicle types, or unlimited usage within defined parameters. Subscriptions simplify budgeting for mobility, especially for frequent users who may otherwise face fluctuating fares. The model appeals to urban professionals, students, and commuters who prioritize convenience over ownership. It also supports fleet optimization, as providers can forecast demand more accurately and reduce idle capacity. As digital platforms improve personalization, subscription models are becoming more tailored, offering add-ons like priority booking, flexible ride hours, and bundled services. This trend aligns with the broader movement toward usage-based economies and has the potential to replace traditional leasing and car rental arrangements.

Expansion of Micro-Mobility Solutions

Micro-mobility solutions, including e-scooters, bikes, and compact electric vehicles, are rapidly gaining adoption in urban and suburban areas. These lightweight, short-distance options address the first-mile and last-mile challenges that traditional mobility services often struggle to resolve. Micro-mobility is being embraced for its low cost, ease of access, and environmental friendliness. App-based rentals allow users to quickly unlock and use vehicles for quick commutes, errands, or transit connections. Platforms are investing in geofencing, remote diagnostics, and automatic rebalancing systems to improve vehicle availability and user experience. Cities and municipalities are also integrating micro-mobility into public transport planning, enabling better multimodal connectivity. Innovations in battery efficiency, modular vehicle design, and dockless systems are making micro-mobility more practical and sustainable. Usage patterns are expanding beyond leisure into structured commuting, tourism, and delivery services.   

Segmental Insights

Vehicle Type Insights

In 2024, passenger cars dominated the Europe & CIS mobility on demand market by vehicle type, driven by their versatility, comfort, and capacity to accommodate a wide range of user needs. The segment benefited from growing demand among urban commuters, business travelers, and families seeking convenient point-to-point transportation. Passenger cars offered better comfort levels and luggage space compared to smaller vehicles, making them more suitable for longer routes and group travel. The ability to support shared mobility models such as ride-hailing, carpooling, and corporate transport contributed to their widespread adoption. Users favored passenger cars for safety features, weather protection, and enhanced user experience, particularly in regions with varied climatic conditions.

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Country Insights

In 2024, the United Kingdom led the Europe & CIS mobility on demand market, driven by widespread digital adoption, strong public transport integration, and growing demand for app-based mobility solutions. The country’s emphasis on Mobility-as-a-Service (MaaS), supported by smart infrastructure and multimodal connectivity, encouraged daily use of ride-hailing, car-sharing, and flexible subscription services, reducing dependence on private vehicle ownership. For instance, car sharing is gaining strong momentum in the UK, especially in London, where total membership surpassed 550,000 in 2020, with 189,275 active users. Membership grew by 130% since 2018, driven by the appeal of flexible, affordable access to vehicles without the costs of ownership. Londoners, who benefit from extensive public transport, are increasingly turning to car clubs for specific needs—37% cite faster journey times compared to transit, 31% use it for transporting bulky items, and 24% choose it due to the unaffordability of car ownership.

France showed strong growth due to rising demand for eco-friendly travel and digital mobility platforms. Urban planning focused on reducing congestion supported the adoption of on-demand services, while electric two-wheelers and micro-mobility gained popularity in major cities.

Russia saw increased adoption of mobility on demand in large cities where congestion and long commutes fueled demand. Broader smartphone use and a growing base of tech-savvy, price-conscious consumers drove interest in affordable, shared transport options.

Recent Developments

• ​In 2025, Lyft entered the European market by acquiring FreeNow for €175 million (~$198 million), gaining access to 150 cities including London and Berlin. The move boosts competition with Uber and expands Lyft’s international footprint through FreeNow’s profitable, taxi-focused platform.
• In 2025, Bolt surpassed €2 billion in revenue, solidifying its position as a leading ride-hailing platform in over 20 markets. The company is preparing for an IPO, with a valuation exceeding €8 billion.
• In 2025, the EU approved new rules requiring platforms to classify around 5.5 million gig workers as employees, granting them benefits like minimum wage and paid leave, if platforms control their work conditions.
• Bolt has launched a fleet of 350 Tesla EVs across 10 European cities to promote sustainable ride-hailing, with plans to expand in 2025 as part of its goal to reach net-zero emissions by 2040.

Key Market Players

• Didi Chuxing Technology Co.
• Uber Technologies Inc.
• Lyft Inc. 
• Grab Holdings Inc.
• Free now (Daimler) 
• BlaBla Car 
• OLA
• FastGo Vietnam JSC    
• ZuumViet   
• Be Group JSC

Report Scope:

In this report, the Europe & CIS Mobility on Demand Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

•           Europe & CIS Mobility on Demand Market, By Vehicle Type:

o    Passenger Car

o    Two-wheeler

•            Europe & CIS Mobility on Demand Market, By Booking Type:

o    Online

o    Offline

•            Europe & CIS Mobility on Demand Market, By Service:

o    Vehicle Rental

o    Ride Hailing

o    Vehicle Sharing

•            Europe & CIS Mobility on Demand Market, By Country:

o    Germany

o    Russia

o    France

o    Spain

o    Italy

o    United Kingdom

o    Poland

o    Rest of Europe & CIS

Competitive Landscape

Company Profiles: Detailed analysis of the major companies presents in the Europe & CIS Mobility on Demand Market.

Available Customizations:

Europe & CIS Mobility on Demand Market report with the given market data, Tech Sci Research offers customizations according to the company’s specific needs. The following customization options are available for the report:

Company Information

• Detailed analysis and profiling of additional market players (up to five).

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