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
Magento Commerce has launched its own multicarrier solution, called Magento Shipping, which automates shipping and fulfillment for online retailers and brands. With the solution, Magento users get access to regional and international carriers to automate their fulfillment.
European logistics service provider Hermes has announced a new international shipping solution, aimed at UK-based sole traders and small and medium-sized enterprises. Online retailers with a Hermes Business Account can now send their products to cross-border shoppers in 23 European countries.
Tommy Hilfiger has launched its first European shopping app. The mobile application is targeted towards seventeen European countries and supports four different languages. One of the things users of the Tommy Hilfiger app can do, is shopping looks directly from the brand’s Instagram feed.
The month of May has started today and there are lots of ecommerce events in Europe you could visit this month. 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.
Last update: September 2016