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Western Europe B2C E-Commerce Market 2017

  • July 2017
  • 280 pages
  • yStats - Global E-Commerce Intelligence
Report ID: 3659102

Summary

Table of Contents

M-Commerce and omnichannel further developing Western Europe’s already advanced E-Commerce market, reveals yStats.com
Aside from Asia and North America, Western Europe has the third biggest B2C E-Commerce market worldwide, maintaining a strong one-digit share of the region’s retail sales during 2016, with this number expected to increase to double-digits in the coming years, according to estimates in the yStats.com report. Due to this, as well as high rates of Internet and online shopper penetration, Western Europe is deemed as an advanced market. Nonetheless, mobile and omnichannel commerce are championing further growth.

The UK holds the leading spot for both online retail and M-Commerce. Market statistics cited by yStats.com reveal how in 2015, one-third of E-Commerce sales came from mobile devices, with this share increasing at a rate of several percentage points yearly. Another leading market, Germany, is experiencing an M-Commerce growth rate of double that of online retail and ten times more than total retail sales. Mobile shopping is also taking off in Spain, where half of digital buyers purchased with mobile devices during 2016.

Cited information from the yStats.com report also highlights the strong development of omnichannel retail throughout Western Europe. France is a good example due to almost half of digital buyers researching items in store and purchasing them online. Surveys conducted in Sweden stated how customers paid more for their most recent purchase if they utilized several retail channels for it. In Austria, there was also incongruity between website hits and online purchase rates for brick-and-mortar retailers, indicating how consumers prefer searching for products online, but that doesn’t mean they will purchase them from the same channel.

In regards to competition, Amazon was found as one of the most popular E-Commerce websites in almost all countries covered in the yStats.com publication. Nearly a quarter of customers in the UK categorized Amazon as their top retail brand for 2016 and half of digital consumers in Germany began their purchase journey via Amazon.

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