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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 its 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

Alipay launches in 20 European countries in 2018

Alipay, the biggest payments firm of China, will be available in 20 countries across Europe at the end of this year. The mobile payment platform is said to have signed deals with over 100 banks and 40 digital wallets companies in Europe.

June: ecommerce events in Europe

It was often hot in Europe last month, but this month it also might be a good idea to visit some interesting and air-cooled ecommerce events! As always, we’ve made a handy overview for you, so you know when and where an ecommerce event takes place this month in Europe.

JD.com’s freight train brings China closer to European retailers

Chinese ecommerce giant JD.com has introduced a solution for online retailers looking to sell in China. The China Railway Express is ‘faster than the sea and cheaper than air’, JD.com promises. The first freight full of JD-procured goods from Europe went from Germany to China last week.

Mattress retailer Emma is fastest-growing startup in Europe

Emma, a German retailer that sells mattresses online, is the fastest-growing startup in Europe. Or at least in the countries The Next Web describes as the continent’s six hottest startup ecosystems: the United Kingdom, the Netherlands, Germany, France, Spain and Sweden.

MediaMarktSaturn and Fnac Darty start European Retail Alliance

Europe’s leading consumer electronics retailers MediaMarktSaturn and Fnac Darty will join forces to set up a European retail alliance. This should help both parties with offering exclusive products and services to customers and achieving efficiency in the partnership with their suppliers. The European Retail Alliance will be open to other Continue reading

Read all our articles about ecommerce in Europe.

Last update: September 2016