MARKET REPORTS
Europe B2C E-Commerce Market 2019 code:1459
- How does Europe compared to other global regions by B2C E-Commerce sales and growth in 2019?
- What are Europe's largest online retail markets in 2019?
- What are the top product categories purchased by online shoppers in Europe?
- How does M-Commerce and cross-border E-Commerce evolve in Europe?
- Who are the top online retailers in this region?
Key findings:
European B2C E-Commerce maintains double-digit growth rate in 2019
Europe’s B2C E-Commerce market is the third largest worldwide
Europe has the world’s third largest regional B2C E-Commerce market as of 2019, with a share of close to one-fifth of global online retail sales, reports yStats.com. Although some of the region’s developed economies already surpassed the 10% milestone in online share of overall retail sales, signalling advancing maturity, Europe’s digital commerce is nevertheless projected to maintain a double-digit growth rate in 2019. The upward trend is driven by rapid increases in online sales in the emerging markets of Eastern Europe, as well as continued growth of digital commerce in Western Europe.
Key online shopping trends in Europe
The top B2C E-Commerce trends in Europe include the rise of cross-border and mobile shopping, as well as the development of omnichannel and social commerce. M-Commerce sales outpace the growth of computer-based online sales in Europe, resulting in a growing share of B2C E-Commerce sales generated via smartphones and tablets. Moreover, cross-border E-Commerce revenues are on the rise. The percentage of EU’s digital buyers making purchases from sellers in other countries reached close to 50% in 2018, up by several percentage points from 2017, according to the figures referenced in the yStats.com report. As consumers increasingly shop via digital channels, retailers are launching omnichannel services such as click-and-collect, especially popular in Europe’s largest B2C E-Commerce market, the UK.
Amazon tops the E-Commerce player ranks in Western Europe
In terms of competition, Amazon occupies the leading ranks by sales in the countries of Western Europe, including the UK, Germany, France, Italy and Spain. In Eastern Europe, the US-based online retailer’s hold is significantly less strong. Local E-Commerce marketplaces, retailers and comparison shopping websites are in the lead instead in this sub-region, with Chinese cross-border platforms like AliExpress also gaining popularity.
1. Management Summary
2. Regional Overview
- Breakdown of Global B2C E-Commerce Sales by Region, in %, 2019f
- Retail E-Commerce and M-Commerce Growth Rate, by Global Regions, in %, 2019f vs. 2018
- B2C E-Commerce Sales in Europe, in EUR billion, and Year-on-Year Change, in %, 2013 – 2019f
- Breakdown of B2C E-Commerce Sales in Europe by Sub-Regions, in %, 2018
- Top 10 Countries Worldwide by Retail E-Commerce Sales, in USD billion, by Canada, China, India, Germany, France, Japan, Russia, South Korea, the UK, the USA, 2018 & 2019f
- Retail E-Commerce Sales in the EU5, in USD billion, and Year-on-Year Change, in %, 2018-2022f
- Retail E-Commerce Sales in the EU5, in USD billion, by Country, 2019f
- Top Product Categories Purchased Online, in % of Online Shoppers in the EU, 2018
- Breakdown of E-Commerce Transactions by Payment Method, in %, April 2018
- Breakdown of Maximum Acceptable Delivery Times, in % of Online Shoppers, by Belgium, Germany, France, Italy, the Netherlands, the Nordics, Poland, Spain and the UK, May 2018
- Internet Penetration in the EU, by Country, in % of Individuals, 2012 – 2018
- Online Shopper Penetration in the EU, by Country, in % of Individuals, 2012 – 2018
- Cross-Border Online Shopper Penetration in the EU, by Country, in % of Online Shoppers, 2017 & 2018
3. Advanced Markets
3.1. UK
3.1.1. Trends
- B2C E-Commerce Market Overview and International Comparisons, September 2019
- M-Commerce Sales, in GBP billion, 2019f & 2024f
- Key Figures about Click and Collect, incl. Click & Collect Growth Rate, 2018-2023f, Click & Collect Sales, in GBP billion, 2023f, Click & Collect Share of Total E-Commerce Sales, in %, 2023f, Clothing and Footwear’s Share of Click & Collect Sales, in %, 2018, Click & Collect Customer Satisfaction Rate, in %, 2018, and Share of Customers Who Bought an Additional Item When Collecting an Order, in %, 2018
3.1.2. Sales & Shares
- Retail E-Commerce Sales, in GBP billion, and Share of Total Retail Sales, in %, 2017 – 2023f
- Retail E-Commerce Sales, in GBP billion, 2018 & 2023f
- B2C E-Commerce Share of Total Retail Sales, in %, 2013 – 2018 & Q1-Q2 2019
3.1.3. Internet Users & Online Shoppers
- Number of Internet Users, in millions, and Penetration, in % of Adults, by Frequency of Use, 2013 – 2019
- Online Shopper Penetration, in % of Adults, 2013-2019
3.1.4. Products
- Product Categories Purchased Online, in % of Adults, 2019
3.1.5. Payment
- Breakdown of E-Commerce Transactions by Payment Method, in %, April 2018
3.1.6. Delivery
- Delivery-Related Reasons for Shopping Cart Abandonment, in % of Online Shoppers Who Abandoned a Shopping Cart for a Delivery-Related Reason, 2018
3.1.7. Players
- Top 10 E-Commerce Websites by Audience Reach, in % of Internet Users, September 2018
3.2. Germany
3.2.1. Trends
- B2C E-Commerce Market Overview and International Comparisons, September 2019
- Devices Used for Shopping Online, in % of Online Shoppers, 2017 & 2018
- Breakdown of Research and Purchase Channels Used, in % of Consumers, 2015, 2019e & 2021f
3.2.2. Sales & Shares
- B2C E-Commerce Sales, in EUR billion, by Three Comparative Estimates, and CAGR, in %, 2017 – 2023f
- B2C E-Commerce Share of Total Retail Sales, in %, by Two Comparative Estimates, 2017 – 2023f
3.2.3. Internet Users & Online Shoppers
- Number of Internet Users, in millions, and Penetration, in % of Individuals, 2012 – 2018
- Number of Online Shoppers, in millions, and Penetration, in % of Internet Users, 2012 – 2018
3.2.4. Products
- Product Categories Purchased Online, in % of Online Shoppers, 2017 & 2018
- B2C E-Commerce Sales, by Product Category, in EUR billion, 2017 & 2018
3.2.5. Payment
- Breakdown of B2C E-Commerce Product Sales by Payment Methods, in %, 2017 & 2018
3.2.6. Delivery
- Criteria Applied to Choosing an Online Shop to Buy From, in % of Online Shoppers, 2018
3.2.7. Players
- Top 10 Online Shops, by Sales, in EUR million, 2018
3.3. France
3.3.1. Trends
- M-Commerce Share of Retail E-Commerce Sales, in %, 2019f
- Devices Used for Shopping Online, in % of Online Shoppers, 2018
3.3.2. Sales & Shares
- B2C E-Commerce Sales, in EUR billion, 2016 – 2019f
- B2C E-Commerce Share of Retail E-Commerce Sales, in %, 2018
- Retail E-Commerce Sales, in EUR billion, and Share of Total Retail Sales, in %, 2017 – 2023f
3.3.3. Internet Users & Online Shoppers
- Internet Penetration, in % of Individuals, 2012 – 2018
- Online Shopper Penetration, in % of Individuals, 2012 – 2018
3.3.4. Products
- Product Categories Purchased Online, in % of Online Shoppers, 2017 & 2018
3.3.5. Payment
- Payment Methods Preferred in E-Commerce, in % of Online Shoppers, July 2018
3.3.6. Delivery
- Delivery Methods Used in E-Commerce, in % of Online Shoppers, 2018
3.3.7. Players
- Top 10 Online Shops, by Sales, in EUR million, 2018
3.4. Spain
3.4.1. Trends
- Devices Used for Shopping Online, in % of Online Shoppers, June 2019
- Breakdown of Research & Purchase Channels Used, in % Online Shoppers, June 2019
3.4.2. Sales & Shares
- B2C E-Commerce Sales, in EUR billion, and Year-on-Year Change, in %, 2015 – 2019f
- B2C E-Commerce Share of Retail Sales, in %, 2018 & 2022f
3.4.3. Internet Users & Online Shoppers
- Internet Penetration, in % of Individuals, 2012 – 2018
- Online Shopper Penetration, in % of Individuals, 2012 – 2018
3.4.4. Products
- Product Categories Purchased Online, in % of Online Shoppers, 2017 & 2018
3.4.5. Payment
- Payment Methods Used in E-Commerce, in % of Online Shoppers, 2017 & 2018
3.4.6. Delivery
- Factors Most Important to Customer Satisfaction in E-Commerce, in % of Online Shoppers, June 2019
3.4.7. Players
- Top 10 Online Shops, by Sales, in EUR million, 2018
3.5. Italy
3.5.1. Trends
- M-Commerce Sales, in EUR billion, and M-Commerce Share of B2C E-Commerce Sales, in %, 2017 – 2019f
- Cross-Border Imports Share of B2C E-Commerce Sales, in %, 2018e
3.5.2. Sales & Shares
- B2C E-Commerce Sales, in EUR billion, 2015 – 2019f
- B2C E-Commerce Share of Retail Sales, in %, 2018 & 2019f
3.5.3. Internet Users & Online Shoppers
- Internet Penetration, in % of Individuals, 2012 – 2018
- Online Shopper Penetration, in % of Individuals, 2012 – 2018
3.5.4. Products
- B2C E-Commerce Sales by Category, by Products and Services, in EUR million, and Year-on-Year Change, in %, 2018 & 2019f
- Product Categories Purchased Online, in % of Online Shoppers, 2017 & 2018
3.5.5. Payment
- Payment Methods Preferred in E-Commerce, in % of Online Shoppers, July 2018
3.5.6. Delivery
- New Delivery Options Introduced, in % of E-Commerce Companies, 2018
3.5.7. Players
- Top 10 Online Shops, by Sales, in EUR million, 2018
4. Emerging Markets
4.1. Russia
4.1.1. Trends
- B2C E-Commerce Market Overview and International Comparisons, September 2019
- B2C E-Commerce Sales, in RUB billion, and Breakdown by Domestic Sales and Cross-Border Imports, in %, 2013 – 2019f
- Breakdown of Devices Used in the Latest Online Purchase from Russian and Foreign Online Stores, in % of Online Shoppers, 2017 & 2018
- Social Commerce Shopper Penetration, in % of Internet Users, and Types of Social Commerce Platforms Used, in % of Social Commerce Shoppers, 2018
4.1.2. Sales & Shares
- B2C E-Commerce Sales Forecasts, in RUB billion, by Six Comparative Estimates, 2016 – 2023f
- B2C E-Commerce Share of Total Retail Sales, in %, 2018 & 2024f
4.1.3. Internet Users & Online Shoppers
- Number of Active Internet Users, in millions, and Penetration, in % of Population, 2013 – 2018
- Number of Online Shoppers, in millions, and Penetration, in % of Population, 2013 – 2018
4.1.4. Products
- Breakdown of Domestic B2C E-Commerce Sales by Product Categories, in %, 2018
- Product Categories Purchased Online, in % of Online Shoppers, 2017 & 2018
4.1.5. Payment
- Payment Methods Used in E-Commerce, in % of Online Shoppers, 2017 & 2018
4.1.6. Delivery
- Number of Parcels Delivered in E-Commerce, by Delivery Method, in millions, Share, in % of Total Number of Parcels, and Change, in %, 2016 & 2018
4.1.7. Players
- Top 10 Online Shops, Ranked by Sales, incl. E-Commerce Sales, in RUB million, Number of Orders, in thousands, Average Check, in RUB, Y-o-Y Change, and Main Product Category, 2018
4.2. Poland
4.2.1. Trends
- B2C E-Commerce Market Overview and International Comparisons, September 2019
- Devices Used for Online Shopping, in % of Online Shoppers, April 2018 & April 2019
- Breakdown of O2O Approaches Used in the Last Purchase, in % of Online Shoppers and Mobile Shoppers, May 2019
4.2.2. Sales & Shares
- B2C E-Commerce Sales, in PLN billion, 2013 – 2019f
- B2C E-Commerce Share of Total Retail Sales, in %, 2018
4.2.3. Internet Users & Online Shoppers
- Internet Penetration, in % of Individuals, 2012 – 2018
- Online Shopper Penetration, in % of Individuals, 2012 – 2018
4.2.4. Products
- Product Categories Purchased Online, in % of Online Shoppers, 2017 & 2018
4.2.5. Payment
- Payment Methods Used in E-Commerce, in % of Online Shoppers, May 2019
4.2.6. Delivery
- Delivery Methods Used in E-Commerce, in % of Online Shoppers, April 2019
4.2.7. Players
- Top E-Commerce Websites Most Associated with Online Shopping, in % Internet Users, April 2018 & April 2019
4.3. Turkey
4.3.1. Trends
- Shopping Activities Carried Out Online, in % of Internet Users, Q2 2018
- Cross-Border Online Shopper Penetration, in % of Online Shoppers, by Purchased from Any Foreign Country, From EU Countries and From Non-EU Countries, 2013 – 2018
4.3.2. Sales & Shares
- E-Commerce Sales by Segment, in TRY billion, 2017 & 2018
- E-Commerce Share of Total Retail Sales, in %, 2014 – 2018
4.3.3. Internet Users & Online Shoppers
- Internet Penetration, in % of Individuals, 2012 – 2019
- Online Shopper Penetration, in % of Individuals, Q1 2018 & Q1 2019
4.3.4. Products
- Product Categories Purchased Online, in % of Online Shoppers, Q1 2018 & Q1 2019
4.3.5. Payment
- Breakdown of E-Commerce Transactions by Payment Method, in %, April 2018
4.3.6. Delivery
- Share of Online Shoppers Whose Purchase Decision Is Affected by Delivery Costs and Speed, in %, February 2018
4.3.7. Players
- Top 10 E-Commerce Platforms Purchased From, by Product Category, in % of Online Shoppers Purchasing Each Category, September 2018
4.4. Czech Republic
4.4.1. Trends
- Devices Used to Shop Online, in % of Online Shoppers, June 2018
4.4.2. Sales & Shares
- B2C E-Commerce Sales, in CZK billion, 2018 & 2019f
- B2C E-Commerce Share of Retail Sales, in %, 2018
4.4.3. Internet Users & Online Shoppers
- Internet Penetration, in % of Individuals, 2012 – 2018
- Online Shopper Penetration, in % of Individuals, 2012 – 2018
4.4.4. Products
- Product Categories Purchased Online, in % of Online Shoppers, 2017 & 2018
4.4.5. Payment
- Payment Methods Preferred in E-Commerce, in % of Online Shoppers, July 2018
4.4.6. Delivery
- Delivery Methods Preferred in E-Commerce, in % of Online Shoppers, June 2018
4.4.7. Players
- Top 5 Online Shopping Websites, incl. Total Number of Visits on Desktop and Mobile, in millions, Czech Republic’s Share of Total Visits on Desktop, in %, Average Visit Duration, Pages Per Visit and Bounce Rate, September 2019
4.5. Greece
4.5.1. Trends
- Breakdown of Main Devices Used to Shop Online, in % of Online Shoppers, 2018
4.5.2. Sales & Shares
- B2C E-Commerce Sales, in EUR billion, 2018 & 2019f
4.5.3. Internet Users & Online Shoppers
- Internet Penetration, in % of Individuals, 2012 – 2018
- Online Shopper Penetration, in % of Individuals, 2012 – 2018
4.5.4. Products
- Product Categories Purchased Online, in % of Online Shoppers, 2017 & 2018
4.5.5. Payment
- Top Payment Methods Used in E-Commerce, in % of Online Shoppers, 2018
4.5.6. Delivery
- Top 3 Delivery-Related Problems in E-Commerce, in % of Online Shoppers, 2018
4.5.7. Players
- Top 5 Online Shopping Websites, incl. Total Number of Visits on Desktop and Mobile, in millions, Greece’s Share of Total Visits on Desktop, in %, Average Visit Duration, Pages Per Visit and Bounce Rate, September 2019
4.6. Romania
4.6.1. Trends
- Devices Used to Shop Online, in % of Online Shoppers, June 2018
4.6.2. Sales & Shares
- B2C E-Commerce Sales, in EUR billion, 2017 & 2018
- B2C E-Commerce Share of Retail Sales, in %, 2016 – 2018
4.6.3. Internet Users & Online Shoppers
- Internet Penetration, in % of Individuals, 2012 – 2018
- Online Shopper Penetration, in % of Individuals, 2012 – 2018
4.6.4. Products
- Product Categories Purchased Online, in % of Online Shoppers, 2017 & 2018
4.6.5. Payment
- Payment Methods Preferred in E-Commerce, in % of Online Shoppers, July 2018
4.6.6. Delivery
- Share of Online Shoppers Demanding Shorter Delivery Times, e.g. Same Day Delivery, in %, 2018
- Delivery Methods Preferred in E-Commerce, in % of Online Shoppers, June 2018
4.6.7. Players
- Top 5 Online Shopping Websites, incl. Total Number of Visits on Desktop and Mobile, in millions, Romania’s Share of Total Visits on Desktop, in %, Average Visit Duration, Pages Per Visit and Bounce Rate, September 2019
- Revenues of the Top 1 E-Commerce Market Player (eMag), in RON billion, 2017 & 2018
4.7. Hungary
4.7.1. Trends
- Devices Used to Shop Online, in % of Online Shoppers, June 2018
- Number of Cross-Border Online Shoppers, in millions, and Cross-Border E-Commerce Spending, in HUF billion, 2018
4.7.2. Sales & Shares
- B2C E-Commerce Sales, in HUF billion, 2014 & 2018
- B2C E-Commerce Share of Total Retail Sales, in %, 2018
4.7.3. Internet Users & Online Shoppers
- Internet Penetration, in % of Individuals, 2012 – 2018
- Online Shopper Penetration, in % of Individuals, 2012 – 2018
4.7.4. Products
- Product Categories Purchased Online, in % of Online Shoppers, 2017 & 2018
4.7.5. Payment
- Payment Methods Preferred in E-Commerce, in % of Online Shoppers, July 2018
4.7.6. Delivery
- Delivery Methods Preferred in E-Commerce, in % of Online Shoppers, June 2018
4.7.7. Players
- Top 5 Online Shopping Websites, incl. Total Number of Visits on Desktop and Mobile, in millions, Hungary’s Share of Total Visits on Desktop, in %, Average Visit Duration, Pages Per Visit and Bounce Rate, September 2019
- Alibaba Group Holding Ltd
- Allegro Group Sp. z oo
- Amazon.com Inc
- Carrefour SA
- Cdiscount SA
- Ceneo S.A.
- DNS OOO
- El Corte Ingles SA
- Gitti Gidiyor Bilgi Teknolojileri
- Hepsiburada.com
- Heureka
- J Sainsbury PLC
- M Video Trade OOO
- Media Markt E-Business GmbH
- OLX Inc.
- Otto GmbH & Co KG
- Ozon Holdings Limited
- Rozetka. Ua Ltd
- Tesco Plc
- VKontakte Ltd.
- Vente-privee.com SA
- Wildberries LLC
- Zalando SE
- eBay Inc
- eMag Group
Quotes of our customers
-
As a company that operates on a global level, the research results that yStats.com provides represent significant added benefit for us. The comprehensive analyses are executed quickly and flexibly. Furthermore, they are a reliable resource for helping us to make strategic decisions.
Travis Witteveen, Chief Operating Officer Markets and Operations – Avira GmbH Leading European Software Company
-
The valuable market insights that we obtain from yStats.com’s reports are easy to digest, up-to-date and cost efficient compared to buying multiple reports from elsewhere or researching the data in-house. We really value the regular updates and personalized summaries, as well as access to our dedicated account manager so we can easily ask for further information or clarifications. Searching for topics via the website and then being able to download the reports in PowerPoint as well as PDF formats means the service is extremely easy to use and saves us lots of time.
Rachel Bale, Vice President, Global Merchant Development – Mastercard
-
For us at Ingenico ePayments, the reports in yStats.com’s Full Access subscription are a great tool to gain insights into the global and regional E-Commerce markets. The accuracy and depth of their data allows for efficient research, even in often very specific payments topics. For us, yStats.com’s products are complementary to in-house and other market data to ensure a more complete view of the global markets.
Gertjan Dewaele, Product Intelligence & Innovation Manager – Ingenico ePayments
-
yStats.com quickly and flexibly compiles the information we require. Regardless of whether we need local or transnational data, we always get the best results from yStats.com!
Steve Rotter, Vice President of Marketing – Brightcove, Inc.: Leading Online Video Company
-
The flexibility that yStats.com offers ensures that we always receive analyses, data and reports that match our needs. Fast, objective and to the point!
Iris Stöckl, Director Investor and Public Relations – Wirecard
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Quotes of our customers
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As a company that operates on a global level, the research results that yStats.com provides represent significant added benefit for us. The comprehensive analyses are executed quickly and flexibly. Furthermore, they are a reliable resource for helping us to make strategic decisions.
Travis Witteveen, Chief Operating Officer Markets and Operations – Avira GmbH Leading European Software Company
-
The valuable market insights that we obtain from yStats.com’s reports are easy to digest, up-to-date and cost efficient compared to buying multiple reports from elsewhere or researching the data in-house. We really value the regular updates and personalized summaries, as well as access to our dedicated account manager so we can easily ask for further information or clarifications. Searching for topics via the website and then being able to download the reports in PowerPoint as well as PDF formats means the service is extremely easy to use and saves us lots of time.
Rachel Bale, Vice President, Global Merchant Development – Mastercard
-
For us at Ingenico ePayments, the reports in yStats.com’s Full Access subscription are a great tool to gain insights into the global and regional E-Commerce markets. The accuracy and depth of their data allows for efficient research, even in often very specific payments topics. For us, yStats.com’s products are complementary to in-house and other market data to ensure a more complete view of the global markets.
Gertjan Dewaele, Product Intelligence & Innovation Manager – Ingenico ePayments
-
yStats.com quickly and flexibly compiles the information we require. Regardless of whether we need local or transnational data, we always get the best results from yStats.com!
Steve Rotter, Vice President of Marketing – Brightcove, Inc.: Leading Online Video Company
-
The flexibility that yStats.com offers ensures that we always receive analyses, data and reports that match our needs. Fast, objective and to the point!
Iris Stöckl, Director Investor and Public Relations – Wirecard