Ecommerce in Europe

Information about ecommerce in EuropeThe ecommerce industry in Europe consists of three major players, upcoming markets and thriving startup scenes. But it’s difficult to see the European ecommerce industry as one, as it consists of several regions that all play their own role. Let´s have a look at ecommerce in Europe.

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EUROPE
Population 742.45 million people
– % internet users (EU) 76.5%
Online sales €455 billion (2015)
Online stores worth mentioning: Otto, Tesco, CDiscount, Bol.com, Zalando, H&M

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Ecommerce customers in Europe

Cards account for the largest share of business-to-consumer ecommerce transactions in Europe, as research from yStats.com shows. Digital wallets are second best. In the UK credit cards are very popular: about four in ten online transactions are paid this way. Debit cards account for 35% of all online transactions, while PayPal is the country’s third most used online payment method. Germans like to pay with invoice, while French consumers use debit card Carte-Blue, MasterCard, American Express and PayPal. In the Benelux, iDeal (the Netherlands) and Bancontact / Mister Cash (Belgium) are very popular. For more common payment methods in Europe, check out this overview.

Data from Statista shows that almost 80% of British Internet users used online shopping in 2014. Huge growth can be found in Italy: 24.7% of internet users shopped online in 2014, but this percentage will grow to 32.9% by 2017. In Spain, ecommerce adaption will also grow strong: from 36.1% in 2014 to 43.1% in 2017.

The ecommerce market in Europe

PostNord researched big ecommerce countries in Europe. Based on data from the UK, Germany, France, the BeNeLux, the Nordics, Spain, Italy and Poland it found out that clothing and footwear are amongst the most popular product categories, just like home electronics and books.

Popular product categories in Europe 2014

Ecommerce sales in Europe grew from €131.61 billion in 2013 to €156.28 billion in 2014, which corresponds with a growth rate of 18.4%. And the European ecommerce industry increased to 455 billion euros in 2015, and is expected to reach 509.9 billion euros in 2016.

As the Centre for Retail Research has found out, apart from the UK and Germany, market shares are comparatively low in most European countries. The weighted average share was 7.2% in 2014 and is expected to increase to 8.4% in 2015. Countries where the ecommerce industry accounts for a fair share of total retail sales are the UK, Germany and France, not surprisingly the biggest ecommerce countries in Europe. Other countries with high market shares are Sweden and the Netherlands.

Source: Centre for Retail Research
Source: Centre for Retail Research

Big online stores in Europe

Of course, in Europe major American retailers have their influence on local ecommerce industries. As a matter of fact, Amazon was the most-visited online retailer in Europe in 2012. But that’s not to say Europe doesn’t have it own ‘Amazons’. In Internet Retailer’s top 10 list of biggest online retailers in Europe, Amazon, Staples and Apple are the only American retailers. The list also contains Otto (Germany), Tesco (UK), Groupe Casino (France), Shop Direct Group, Home Retail Group (both UK), Zalando (Germany) and John Lewis (UK).

Latest news about Europe

Amazon is looking for 1,300 warehouses across Europe

Amazon is seeking a total of 1,300 warehouse units across Europe. The American retail giant is looking for small distribution facilities near major cities, so they can function as last-mile centers that receive and store shipments prior to their final deliveries to customers nearby.

25% of European Amazon marketplace sellers are based in China

One out of four sellers who are active on the 5 European Amazon marketplaces, is based in China. Research by Marketplace Pulse shows that out of those China-based sellers, over half of them use Fulfillment by Amazon, which means that from the customer point of view it’s all the same Continue reading

HelloFresh is Europe’s fastest-growing company

HelloFresh ranked first in a list of Europe’s fastest-growing companies. The Financial Times looked at companies in Europe that have achieved the highest percentage growth in revenues between 2012 and 2015. HelloFresh saw its revenue increase by 13,159 percent during that period.

eTail Europe wants to ‘transform retail together’

From 20 to 22 June, the Queen Elizabeth II Conference Center in London will be all bout ecommerce. Because that’s where and when eTail Europe will take place. The organization expects this to be their best-attended event ever and with developments such as Brexit, there is of course lots to Continue reading

April: ecommerce events in Europe

March was quite busy in terms of ecommerce events in Europe. But in April, there are also lots of online retail conferences and exhibitions you can visit across the continent. We’ve made a handy overview for you, so you know when and where an ecommerce event takes place this month Continue reading

Read all our articles about ecommerce in Europe.

Last update: September 2016