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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 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

XPO Logistics expands its last-mile service to Europe

XPO Logistics, a major logistics company from the US, has expanded its last mile logistics service of heavy goods to Europe. The last mile delivery service from XPO Logistics will be available in the United Kingdom, Ireland, the Netherlands, Spain and France.

Top 3 of payment methods per European country

PayPal and VISA dominate the European ecommerce industry. In almost every country in Europe, one of these two is the most popular payment method for online shopping. Only in the Netherlands, the most popular payment method isn’t PayPal or VISA. Let’s have a look at the top 3 per country.

Parliament puts end to geoblocking in Europe

Today, the European Parliament has approved rules that put an end to geoblocking on ecommerce websites in Europe. As a result, online shoppers in Europe will have wider cross-border access to products, hotel bookings, car rentals or concert tickets. Consumers may no longer be blocked or re-routed to a local Continue reading

71% of European e-shoppers buy cross-border

Almost three in four online shoppers in Europe have made a purchase from a retailer within Europe. And over half of European shoppers ordered something from an online retailer that’s located outside the continent. Cross-border shoppers purchase at foreign stores, mostly because of better prices and because they are searching Continue reading

JD.com launches in Europe

Chinese online retailer JD.com is ready to take on Amazon in Europe. The company will first launchs its ecommerce platform and delivery services in France next year. After that, the United Kingdom and Germany are next.

Read all our articles about ecommerce in Europe.

Last update: September 2016