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Europe B2C E-Commerce Market 2016

  • February 2016
  • -
  • yStats - Global E-Commerce Intelligence
  • -
  • 231 pages

Europe of Different Speeds: B2C E-Commerce sales growth rates vary across the old continent

Europe is one of the largest B2C E-Commerce markets worldwide, a new report by yStats.com reveals. This region is home to two of the five highest ranking countries globally in terms of online retail sales. These two markets, the UK and Germany, accounted for nearly half of the region’s B2C E-Commerce sales and had some of the highest online shopper penetration rates in the region in 2015. France was Europe’s third leading country in B2C E-Commerce sales, likewise benefiting from a high double-digit online shopper penetration rate. Due to these markets being in advanced stages of development, their sales growth rates are predicted to be more moderate compared to the rapid growth of emerging B2C E-Commerce markets such as Turkey and Poland.

Some common characteristics emerge in the various online retail markets across Europe, including the increasing importance of mobile and cross-border shopping, yStats.com’s report reveals. For example, in Italy, M-Commerce’s share of total online retail sales is projected to more than double through 2017, and in Russia, China-based cross-border shopping websites are gaining popularity each year. Another market trait shared by many countries in Europe is the leadership of clothing as the product category purchased by the highest share of online shoppers in 2015.

The competition landscape in European B2C E-Commerce features both international and local companies. Amazon has remained one of the market leaders in terms of sales and website visits in the region’s major countries for the past several years. Due to the popularity of the clothing category, online fashion retailers, such as Germany-based Zalando and Bonprix, UK-based Asos and Russia-based Wildberries, have also kept high ranks in their markets of operation. Overall, the report by yStats.com shows that competition remains intense as some of the European B2C E-Commerce markets mature, while others continue to grow rapidly.


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Table Of Contents

Europe B2C E-Commerce Market 2016
1. Manegement Sumary
2. Regional
- Breakdown of Global B2C E-Commerce Sales, by Regions and Sub-Regions, incl. Western and Eastern Europe, in %, 2014 and 2019f
- B2C E-Commerce Share of Total Retail Sales, by Global Regions, incl. Western Europe, in %, 2015e
- B2C E-Commerce Sales in Europe, by Sub-Region, in EUR billion, and in % Year-on-Year Change, 2014
- Breakdown of B2C E-Commerce Sales in Europe, by Country, 2014
- Breakdown of Europe's Internet Audience, by Top 5 Countries and Others, in %, May 2015
- Online Shopper Penetration Rate in the EU, by Age and Gender, in % of Internet Users, 2015
- Reasons Not to Shop Online in the EU, in % of Individuals Who Ordered Goods/Services Online More than a Year Ago or Never, 2015
- Product Categories Purchased Online in the EU, in % of Online Shoppers, 2015
- Internet Penetration in the EU, by Country, in % of Individuals, 2011 - 2015
- Online Shopper Penetration in the EU, by Country, in % of Internet Users, 2011 - 2015
- Cross-Border Online Shopper Penetration in the EU, by Country, in % of Online Shoppers, 2015
- Breakdown of E-Commerce Sales of Companies in the EU by Location, incl. Own Country, Other EU Countries, Countries Outside the EU, in %, by Country, incl. Western European Countries, 2014
3. Western Europe
3.1. UK
3.1.1. Overview
- B2C E-Commerce Market Overview and International Comparisons, February 2016
3.1.2. Trends
- Usage of Click-and-Collect Services, in % of Online Shoppers, 2012 and 2015
- Usage of Omnichannel Offerings When Shopping Online, by Paying In-Store and Collecting In-Store, in % of Online Shoppers, July 2015
- Devices Used for Shopping Online, by Shopping Online from Home and Away from Home, in % of Online Shoppers, July 2015
- M-Commerce Sales, by Device and Total, in GBP billion, in % Year-on-Year Change and in % Share of Total, 2014 - 2019f
3.1.3. Sales and Shares
- B2C E-Commerce Sales, in GBP billion, by Comparative Estimates, Ranked by CAGR, 2013 - 2020f
- B2C E-Commerce of Total Retail Sales, in %, by Comparative Estimates, 2013 - 2020f
- B2C E-Commerce Share of Total Retail Sales, in %, January 2013 - December 2015
3.1.4. Users and Shoppers
- Penetration of Daily Internet Users, in % of Adult Population, 2011 - 2015
- Online Shopper Penetration, in % of Adult Population, 2011 - 2015
- Online Shopper Penetration, by Age Group and Gender, in % of Adults in the Respective Group, 2011-2015
3.1.5. Products
- Product Categories Purchased Online, in % of Online Shoppers, 2014 and 2015
- Product Categories Purchased Online, in % of Online Shoppers, by Age Group and Gender, 2015
- B2C E-Commerce Sales, by Clothing and Footwear, Electrical and Electronic Goods and Groceries, in GBP billion, 2014 and 2015f, in % Share of Total B2C E-Commerce Sales and in % Share of Retail Sales in the Respective Category, 2015f
3.1.6. Payment
- Payment Methods Used in Online Shopping, in % of Online Shoppers, April 2015
3.1.7. Delivery
- Delivery and Fulfillment Criteria for Choosing an Online Shop, in % of Online Shoppers, March 2015
- Breakdown of Preferred Delivery Location for Online Shopping Orders, in % of Online Shoppers, March 2015
- Breakdown of Delivery Time Expectations, by UK and Overseas Retailer, in % of Online Shoppers, March 2015
3.1.8. Players
- B2C E-Commerce Players Overview, February 2016
- Breakdown of B2C E-Commerce Sales, by Store-Based Retailers and Pure Online Retailers, in GBP billion, 2014 and 2015f
- Top 10 Retailers by B2C E-Commerce Sales, in GBP billion, FY 2014/2015
- Top 10 E-Commerce Websites, by Website Visits, in millions, 2015
3.2. Germany
3.2.1. Overview
- B2C E-Commerce Market Overview and International Comparisons, February 2016
3.2.2. Trends
- Breakdown of Frequency of Webrooming and Showrooming, in % of Online Shoppers, August 2015
- Share of Customers Searching for Information Online Prior to In-Store Purchases, in %, and Breakdown of Channels Used to Acquire Information about Products, in % of Online Shoppers, February 2015
- Mobile Shopper Penetration, in % of Smartphone Users, by Age Group and Gender, 2013 - 2015
3.2.3. Sales and Shares
- B2C E-Commerce Sales, in EUR billion, by Comparative Estimates, Ranked by CAGR, 2013 - 2020f
- B2C E-Commerce Share of Total Retail Sales, in %, by Comparative Estimates, 2013 - 2018f
3.2.4. Users and Shoppers
- Number of Internet Users, by Gender, Age Group and Total, in millions, and Penetration, in % of Individuals in the Respective Group, Q1 2015
- Number of Online Shoppers, by Gender, Age Group and Total, in millions, and Penetration, in % of Internet Users in the Respective Group, Q1 2015
3.2.5. Products
- Product Categories Purchased Online, in % of Online Shoppers, Q1 2015
- B2C E-Commerce Sales, by Product Categories, in EUR million, 2014
3.2.6. Payment
- Breakdown of Payment Methods Preferred in Online Shopping, in % of Online Shoppers, by Gender, September 2015
- Breakdown of Frequency of Usage of Payment Methods in Mobile Shopping, in % of Mobile Shoppers, September 2015
3.2.7. Delivery
- Breakdown of Delivery Time Expectations, in % of Online Shoppers, 2014
- Breakdown of Usage of Click and Collect and Same Day Delivery Service, in % of Internet Users, August 2015
3.2.8. Players
- Top 15 Online Shops, by Sales, in EUR million, 2014
3.3. France
3.3.1. Overview
- B2C E-Commerce Market Overview and International Comparisons, February 2016
3.3.2. Trends
- M-Commerce Sales, in EUR billion, and in % Share of Total B2C E-Commerce Sales, 2015
- Research and Purchase Methods, by Digitally and In-Store, in % of Online Shoppers, September 2015
3.3.3. Sales and Shares
- B2C E-Commerce Sales, in EUR billion, by Comparative Estimates, Ranked by CAGR, 2013 - 2018f
- B2C E-Commerce Share of Total Retail Sales, in %, by Comparative Estimates and Forecasts, 2013 - 2018f
3.3.4. Users and Shoppers
- Internet Penetration, in % of Individuals, 2011-2015
- Online Shopper Penetration, in % of Internet Users, 2011-2015
3.3.5. Products
- Product Categories Purchased Online, in % of Online Shoppers, 2015
3.3.6. Payment
- Payment Methods Most Used in B2C E-Commerce, in % of Online Shoppers, Q1 2014 and H1 2015
- Value of Online Bank Card Payment Transactions, in EUR billion, and in % Year-on-Year Change, Q1 2015 - Q3 2015
3.3.7. Delivery
- Delivery Methods Used in Online Shopping, in % of Online Shoppers, June 2014 and June 2015
- Overview of Selected E-Commerce Delivery Statistics, incl. Delivery Time, Successful Delivery Rate, and Rate of Deliveries Not Completed, by Average and Detailed, 12 Months to August 2015
3.3.8. Players
- Top 15 E-Commerce Websites, by Average Monthly Unique Visitors, in thousands, Q3 2015
3.4. Spain
3.4.1. Overview
- B2C E-Commerce Overview and International Comparisons, February 2016
3.4.2. Trends
- Value of E-Commerce Import Transactions, in EUR million, by Transactions with the EU, the USA, Latin America, Asia-Pacific, CEMEA, Rest of the World and Total, 2009 - 2014 and H1 2015
- Devices Used for Online Shopping, in % of Online Shoppers, 2014 and 2015
3.4.3. Sales and Shares
- B2C E-Commerce Sales, in EUR billion, and in % Year-on-Year Change, 2010-2014
- B2C E-Commerce Share of Total Retail Sales, in %, 2015e and 2019f
3.4.4. Users and Shoppers
- Number of Internet Users, in millions, 2013-2015
- Breakdown of Online Shoppers, by Age and Gender, in % and in millions, 2015
3.4.5. Products
- Products Purchased Online, in % of Online Shoppers, 12 Months to November 2015
3.4.6. Payment
- Payment Methods Most Preferred in Online Shopping, in % of Online Shoppers, May 2015
Reasons for Online Shoppers Not to Return To a Shopping Website, incl. Payment, in % of Online Shoppers, May 2015
3.4.7. Delivery
- Breakdown of Willingness to Pay for Fast Delivery, in % Online Shoppers, May 2015
- Drivers for Online Shopping, in % of Online Shoppers, incl. Delivery-Related Services, May 2015
3.4.8. Players
- Top 10 E-Commerce Websites, by Number of Unique Visitors, in millions, July 2015
3.5. Italy
3.5.1. Overview
- B2C E-Commerce Overview and International Comparisons, February 2016
3.5.2. Trends
- M-Commerce Sales, in EUR billion, 2013-2015f
- M-Commerce Share of Total E-Commerce Sales, in %, 2014 and 2017f
- Cross-Border B2C E-Commerce Imports, in EUR billion, and in %Year-on-Year Change, 2012 - 2015f
3.5.3. Sales and Shares
- B2C E-Commerce Sales, in EUR billion, and in % Year-on-Year Change, 2011-2015e
- B2C E-Commerce Share of Total Retail Sales, in %, 2015e
3.5.4. Users and Shoppers
- Internet Penetration, in % of Individuals, 2011-2015
- Online Shopper Penetration, in % of Internet Users, 2011-2015
- Number of Online Shoppers, by Age Group and Gender, in thousands, 2015
3.5.5. Products
- B2C E-Commerce Sales Breakdown, by Product Categories, in EUR billion and in %, 2015e
3.5.6. Payment
- Payment Methods Preferred in Online Shopping, in % of Online Shoppers, July 2015
3.5.7. Delivery
- Breakdown of Delivery Methods Preferred in Online Shopping, in % of Online Shoppers, 2014
3.5.8. Players
- Top 10 E-Commerce Websites, by Number of Unique Monthly Visitors, in millions, February 2016
3.6. Netherlands
3.6.1. Overview
- B2C E-Commerce Overview and International Comparisons, February 2016
3.6.2. Trends
- Breakdown of Devices Used in Online Shopping, in %, Q3 2014 and Q3 2015
- Cross-Border Online Shopper Penetration, in % of Population, and Cross-Border Online Spending Penetration, in % of Total Online Spending and in EUR million, 2014
3.6.3. Sales and Shares
- B2C E-Commerce Sales, in EUR billion, 2013 and 2014
- Breakdown of B2C E-Commerce Sales, by Goods and Services, in % and in EUR billion, First 9 Months of 2015
- B2C E-Commerce Share of Total Retail Sales, in %, 2014 and 2015e
3.6.4. Users and Shoppers
- Online Shopper Penetration, in % of Internet Users, 2012-2014
- Number of Online Shoppers, in millions, and % Year-on-Year Change, Q1 2015 - Q3 2015
3.6.5. Products
- Product Categories Purchased Online, in % of Frequent Online Shoppers, 2014
3.6.6. Payment
- Breakdown of Payment Methods Used in Online Shopping, in %, H1 2014 and H1 2015
3.6.7. Delivery
- Usage of Same Day Delivery by Online Shoppers, by Already Used and Willing to Use, in % of Online Shoppers, September 2015
3.6.8. Players
- Ranking of Top 10 Online Retailers, by Sales, in EUR million, 2014
3.7. Sweden
3.7.1. Overview
- B2C E-Commerce Overview and International Comparisons, February 2016
3.7.2. Trends
- Cross-Border B2C E-Commerce Imports, in SEK billion and in % Quarter-on-Quarter Change, 2014
- Mobile Shopper Penetration, in % of Internet Users, 2012-2015
3.7.3. Sales and Shares
- B2C E-Commerce Sales, in SEK billion, 2010-2015f
- B2C E-Commerce Share of Total Retail Sales, in %, 2014
3.7.4. Users and Shoppers
- Internet Penetration, in % of Individuals, 2011-2015
- Online Shopper Penetration, in % of Internet Users, 2011-2015
3.7.5. Products
- Product Categories Purchased Online, in % of Online Shoppers, Q3 2015
3.7.6. Payment
- Payment Methods Preferred in Online Shopping, in % of Online Shoppers, 2013 - 2015
3.7.7. Delivery
- Breakdown of Maximum Amount of Days that Online Shoppers are Willing to Wait for Delivery, in % of Online Shoppers, Q1 2015
3.7.8. Players
- Top 10 E-Commerce Websites, by Website Rank, January 2016
4. Eastern Europe
4.1. Russia
4.1.1. Overview
- B2C E-Commerce Overview and International Comparisons, December 2015
4.1.2. Trends
- B2C E-Commerce Trends Overview, December 2015
- Cross-Border E-Commerce Statistics, incl. Number of Orders by Location and Platform, Number of Parcels and Average Check, 2013 and 2014
- Smartphone User Penetration and Mobile Shopper Penetration, in % of Online Shoppers, by Age Group and Total, October 2015
4.1.3. Sales and Shares
- Historic B2C E-Commerce Sales, in RUB billion, by Comparative Estimates, 2009 - 2014
- B2C E-Commerce Sales Forecasts, in RUB billion, by Comparative Estimates, 2014 - 2019f
- B2C E-Commerce Share of Total Retail Sales, in %, by Comparative Estimates, 2014 - 2020f
4.1.4. Users and Shoppers
- Monthly Internet Audience, in millions and in % of Adult Population, Summer 2011 - Summer 2015
- Number of Online Shoppers, in millions and in % of Internet Users, 2013 and 2014
- Online Shopper Penetration, by Gender, Age Group and Location Type, in % of Internet Users in the Relevant Group, November 2014
4.1.5. Products
- Product Categories Purchased Online, in % of Online Shoppers, 2013 and 2014
- B2C E-Commerce Sales by Product Categories, in RUB billion, 2013 and 2014
4.1.6. Payment
- Payment Methods Used in Online Shopping, in % of Online Shoppers, 2011 - 2014
4.1.7. Delivery
- Breakdown of B2C E-Commerce Orders by Delivery Methods, in %, 2013 and 2014
4.1.8. Players
- B2C E-Commerce Players Overview, December 2015
- Top 20 Online Shops, Ranked by Sales, incl. E-Commerce Sales, in RUB billion, Number of Orders, in thousands, Average Check, in RUB, and Main Product Category, H1 2015
4.2. Poland
4.2.1. Overview
- B2C E-Commerce Overview and International Comparison, January 2016
4.2.2. Trends
- M-Commerce Sales, in PLN billion, 2013 and 2016f
- Cross-Border Online Shopper Penetration, in % of Online Shoppers, 2014
4.2.3. Sales and Shares
- B2C E-Commerce Sales, in PLN billion, by Comparative Estimates, and CAGR, in %, 2013 - 2016f
- B2C E-Commerce Share of Total Retail Sales, by Comparative Estimates, 2014 - 2018f
4.2.4. Users and Shoppers
- Internet Penetration, in % of Individuals, 2011 - 2015
- Online Shopper Penetration, in % of Individuals, 2011 - 2015
- Online Shopper Penetration, by Gender and Age Group, in % of Individuals, 2014 and 2015
4.2.5. Products
- Product Categories Purchased Online, in % of Online Shoppers, 2014 and 2015
4.2.6. Payment
- Breakdown of Payment Methods Most Used in Online Shopping, in % of Online Shoppers, 2014
4.2.7. Delivery
- Breakdown of Delivery Methods Most Used in Online Shopping, in % of Online Shoppers, April 2015
4.2.8. Players
- E-Commerce Player Overview, December 2015
- Top 5 Most Recognized E-Commerce Websites, in % Internet Users, April 2015
4.3. Turkey
4.3.1. Overview
- B2C E-Commerce Market Overview and International Comparisons, January 2016
4.3.2. Trends
- M-Commerce Share of Total B2C E-Commerce Sales, in %, Q1 2015
- Number and Value of Cross-Border E-Commerce Transactions with Bank Cards, in millions and in TRY million, Q1 2013 - Q1 2015
4.3.3. Sales and Shares
- B2C E-Commerce Sales, by Segment, in TRY billion, 2013 and 2014
- B2C E-Commerce Share of Total Retail Sales, in %, 2014
4.3.4. Users and Shoppers
- Internet Penetration, in % of Individuals, 2011 - 2015
- Online Shopper Penetration, in % of Internet Users, 2011 - 2015
4.3.5. Products
- Product Categories Purchased Online, in % of Online Shoppers, by Gender, 12 Months to March 2015
4.3.6. Payment
- Number and Value of Domestic E-Commerce Transactions with Bank Cards, in millions and in TRY million, Q1 2013 - Q3 2015
4.3.7. Delivery
- Problems Encountered in Online Shopping, incl. Delivery, in % of Online Shoppers, by Gender and Total, 12 Months to March 2015
4.3.8. Players
- B2C E-Commerce Players Overview, January 2016
- Breakdown of B2C E-Commerce Market Shares, by Players, in %, 2014
4.4. Greece
4.4.1. Overview
- Overview and International Comparisons, January 2016
4.4.2. Trends
- Share of Online Shoppers Purchasing Online due to Direct Price/Product Comparisons, in %, 2014 and 2015
- Top Three Reasons to Shop Online and Top Three Main Sources of Information in Online Purchases, in % of Online Shoppers, 2015
4.4.3. Sales and Shares
- B2C E-Commerce Sales, in EUR billion, 2013 and 2014
4.4.4. Users and Shoppers
- Internet Penetration, in % of Households, 2011 - 2015
- Online Shopper Penetration, in % of Internet Users, 2011 - 2015
- Breakdown of Online Shopper Penetration, by Age and Gender, in %, Q1 2015
4.4.5. Products
- Product Categories Purchased Online, in % of Online Shoppers, 12 Months to March 2015
4.4.6. Payment
- Breakdown of Payment Methods Used in Online Shopping, in %, July 2015
4.4.7. Delivery
- Breakdown of Problems Encountered in Online Shopping, incl. Delivery-Related, in % of Online Shoppers, 12 Months to March 2015
4.4.8. Players
- Top 10 E-Commerce Websites, by Website Rank, incl. Website Type and Website Visits, December 2015
4.5. Czech Republic
4.5.1. Overview
- Overview and International Comparisons, January 2016
4.5.2. Trends
- Share of B2C E-Commerce Websites with Mobile Sites, in %, 2014 and 2015e
- Cross-Border Online Shopper Penetration, by Location of Seller, incl. Any Foreign Country, Other EU Countries, Non-EU Countries, in % of Online Shoppers, by Gender and Age Group, Q2 2015
4.5.3. Sales and Shares
- B2C E-Commerce Sales, in CZK billion and in % Year-on-Year Change, 2010 - 2015e
- B2C E-Commerce Share of Total Retail, in %, 2015e and 2017f
4.5.4. Users and Shoppers
- Internet Penetration, in % of Households, 2011 - 2015
- Number of Online Shoppers, in millions and in % of Population, 2010, 2012, 2014 and 2015
- Online Shopper Penetration, by Age and Gender, in % of Internet Users, Q2 2015
4.5.5. Products
- Product Categories Purchased Online, in % of Online Shoppers, by Gender and Age Group, Q2 2015
4.5.6. Payment
- Payment Methods Used in Online Shopping, in % of Online Shoppers, 2015
4.5.7. Delivery
- Breakdown of Preferences over the Speed of Delivery, in % of Online Shoppers, August 2015
4.5.8. Players
- B2C E-Commerce Players Overview, January 2016
- Breakdown of Online Shops' Market Share by Product Category, in %, H1 2015

Companies Mentioned
Amazon,Amazon,Argos, John Lewis, Next, OTTO, Zalando, Notebooksbilliger, Cyberport, Tchibo, Voyages-Sncf, Carrefour, Fnac, Cdiscount, Alibaba, El Corte Ingles, MediaMarkt, Treniralia, Three, Groupon, Thuisbezorgd, Coolblue, RFS Holland Holding, Ahold, Ikea, Prisjakt, Tradera, Blocket, Exist, Ulmart, Wildberries, Bonprix, Utkonos, Allegro, OLX, Ceneo, Hepsiburada, Gittigidiyor, n11, Teknosa, Markafoni, Skroutz, E-shop, Xe, Alibaba, Alza, Czc, Mall, Levneelektro, Mironet

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