European online sales will triple in five years, says new eMarketer report
Online retail sales in Europe will triple in the next five years to €323 billion ($407 billion at today’s exchange rate) from €106 billion ($133 billion) today, predicts research company eMarketer Inc.
Most of the action is taking place in the U.K., which accounts for $55.6 billion in online sales. Next are Germany at $27.1 billion and France at $12.5 billion, according to eMarketer research.
“Over the next four years the engine for market growth will be a set of smaller markets, namely Italy, the Netherlands and Spain,” eMarketer’s report, “European B2C E-Commerce: Spotlight on the UK, Germany and France,” concludes. “A third wave will follow early in the next decade, as Eastern European countries like Russia, Poland, and the Czech Republic begin to seriously embrace e-commerce.”
EMarketer reports that 24.8 million consumers buy online in the U.K., 27.2 million in Germany and 14.5 million in France. The average U.K. online shopper spends $2,241 a year. In Germany, the average shopper spends $996; in France, $860.
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