The UK ecommence market, with a total value of €178 billion, is by far the biggest in Europe, with a value of almost twice the second biggest market, France (€93.2 billion).
Germany ranks third in terms of ecommerce, with a total value of €93 billion.
The findings were published in the European B2C Ecommerce Report 2018, developed by Ecommerce Europe and EuroCommerce, which analyses the main trends in ecommerce across Europe.
Growing Trend
It found that European ecommerce turnover increased by 11% to €534 billion in 2017 and is forecasted to grow by 13% to €602 billion in 2018.
In 2013, it was valued at €307 billion, which indicates that the European ecommerce sector has almost doubled in the past five years.
Western Europe accounts for more than two thirds (68%) of the total European ecommerce sales, with Southern Europe, Northern Europe and Eastern Europe showing lower penetration levels, of 12%, 8% and 6% respectively.
However, these emerging markets are also showing the fastest growth, the study found, with Romania posting ecommerce growth of 37% last year, according to the study.
Responding To Consumers
“These figures show how the fast-growing role of online sales is both driving, and responding to, changes in consumer purchasing behaviour," commented Christian Verschueren, director-General of EuroCommerce. "In those markets where this trend is still slow, much progress could be made if more was invested in the communications and logistical infrastructure which ecommerce needs to work effectively if it is to thrive.
"Meanwhile, we will continue to press for a regulatory regime which creates the right conditions for growth in all channels of sales, and helps the EU compete globally in innovation in retail.”
© 2018 European Supermarket Magazine – your source for the latest retail news. Article by Stephen Wynne-Jones. Click subscribe to sign up to ESM: European Supermarket Magazine.
