Europe is one of the three largest regions in global B2C E-Commerce. Despite advancing maturity, online retail sales in the Old Continent are projected to maintain a double-digit growth rate and reach a new high in 2018, according to a forecast cited in the report.
The UK is expected to remain the region's largest online retail market, followed by France and Germany. The countries of Eastern Europe are also seeing growth in E-Commerce sales, but lag behind their neighbours in the West in terms of online shopping penetration.
The leading product category purchased by online shoppers across the region is clothing. More than two in three online shoppers in Germany bought clothes over the Internet, spending more on this than any other category in 2017, as the report reveals. While the dominance of fashion E-Commerce is consistent across most countries of the region, some variance exists in terms of the payment methods preferred by digital buyers. While credit or debit card was the top online payment method in France, Belgium and the Nordics, PayPal and other E-Wallets ranked higher than plastic in countries including Spain and Italy, and were nearly as popular in the UK.
Some of the top E-Commerce market trends in Europe, highlighted in the report, include mobile and cross-border online shopping. Furthermore, omnichannel shopping patterns are evolving as consumers' path to purchase crosses both digital and physical retail spaces. For example, in Italy two-thirds of online shoppers researched products on the Internet before buying them in-store, and nearly as many used brick-andmortar as a research channel for preparing an online purchase. These and other trends are projected to drive further growth of B2C E-Commerce sales in Europe.
Questions Answered in this Report
How large is the B2C E-Commerce market size in Europe in 2018?
What are the top online retail markets in this region?
What are the key market trends in European B2C E-Commerce?
How do the preferences of online shoppers vary across the countries?
Who are the leaders of the B2C E-Commerce space in Europe?
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