Ecommerce in Europe
The 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.
|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|
- Ecommerce customers in Europe
- The ecommerce market in Europe
- Big online stores in Europe
- Latest ecommerce news from or about Europe
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.
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.
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
Europeans are quite active in the ecommerce market. One in four Europeans with internet access shopped online at least once a week last year, while over 60 percent shopped online once a month. And 6 percent of Europeans shop online every day.
Splitit enables consumers to pay for online purchases with interest-free monthly payments. The fintech startups lets consumers use their existing credit cards and divide the total cost up to 12 payments. Ecommerce News talked to the company, which is now aiming most of the marketing efforts towards Europe.
Just Cargo, a Dutch startup that calls itself the Uber for courier services, wants to expand in Europe. With franchisees in other countries, the company wants to link companies and drivers across Europe to pick up and deliver parcels.
Packhelp, an online platform which enables retailers to create custom-branded packaging, has launched in Europe. Now online retailers from all across the continent can design and order their custom cardboard boxes without getting in touch with a graphic designer or printer.
Last update: September 2016