Europe is one of the three largest regions in global B2C E-Commerce. Despite advancing maturity, online retail sales in the Old Continent are projected to maintain a double-digit growth rate and reach a new high in 2018, according to a forecast cited in the yStats.com report. The UK is expected to remain the region’s largest online retail market, followed by France and Germany. The countries of Eastern Europe are also seeing growth in E-Commerce sales, but lag behind their neighbours in the West in terms of online shopping penetration.
The leading product category purchased by online shoppers across the region is clothing. More than two in three online shoppers in Germany bought clothes over the Internet, spending more on this than any other category in 2017, as the yStats.com report reveals. While the dominance of fashion E-Commerce is consistent across most countries of the region, some variance exists in terms of the payment methods preferred by digital buyers. While credit or debit card was the top online payment method in France, Belgium and the Nordics, PayPal and other E-Wallets ranked higher than plastic in countries including Spain and Italy, and were nearly as popular in the UK
Some of the top E-Commerce market trends in Europe, highlighted in the yStats.com report, include mobile and cross-border online shopping. Furthermore, omnichannel shopping patterns are evolving as consumers’ path to purchase crosses both digital and physical retail spaces. For example, in Italy two-thirds of online shoppers researched products on the Internet before buying them in-store, and nearly as many used brick-and-mortar as a research channel for preparing an online purchase. These and other trends are projected to drive further growth of B2C E-Commerce sales in Europe.
Publication Date: 19/02/2020
Regions Covered: Europe
Countries Covered: Austria, Belgium, Denmark, Finland, France, Germany, Greece, Hungary, Ireland, Italy, Netherlands, Norway, Poland, Portugal, Russia, Spain, Sweden, Switzerland, Turkey, UK
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