March 15, 2011, 3:19 PM

Europe’s Top 10

The top 10 merchants in Internet Retailer’s Europe Top 300 account for 23.2% of all online retail sales on the continent, but it’s Amazon that dominates. In 2010, Amazon accounted for 16.3%—9.36 billion euros (US$13.1 billion)—of the online sales of all Europe Top 300 retailers. 

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The top 10 web merchants in Internet Retailer’s newly published Europe Top 300 research guide remain a domineering group, accounting for 23.2%—27.4 billion euros (US$38.4 billion)—of total estimated 2010 European business-to-consumer e-commerce sales of 118.3 billion euros (US$165.3 billion).

But there’s one merchant that dominates all of the rest: With Internet Retailer-estimated sales in Europe of 9.36 billion euros (US$13.1 billion) last year, up 39.7% from Internet Retailer-estimated sales of 6.70 billion euros (US$9.38 billion) in 2009, Amazon accounted for 34.1% of all Top 10 Europe 300 sales.

In 2010, Amazon also accounted for 16.3% of all Europe Top 300 retailer sales of 57.5 billion euros (US$80.35 billion).

Amazon, which began selling books online in Great Britain in 1997, enjoys significant market share in the European online retailing business because the e-retailer has built up a significant European infrastructure that includes nine fulfillment centers in the United Kingdom, France, Germany and Iceland, a customer service center in Germany and a research and development center in Great Britain.

Amazon also has built up market share by making key acquisitions and investing in fast-growth companies. In January, Amazon acquired LoveFilm International Ltd, a London video rental and streaming company for an undisclosed price. “Amazon is acquiring companies that help fuel its rapid growth in Europe,” says Scot Wingo, a long time Amazon observer and CEO of ChannelAdvisor. “Europe is a key market for them.”

Amazon is followed in the top 10 rankings in the Europe Top 300 by Otto Group with 2010 web sales of 3.83 billion euros (US$5.34 billion); Tesco Stores, 3.15 billion euros (US$4.40 billion); Staples Inc., 2.83 billion euros (US$3.95 billion); PPR SA, 2.3 billion euros (US$3.21 billion); Home Retail Group, 1.41 billion euros (US$1.96 billion); 3 Suisses, 1.18 billion euros (US$1.64 billion);, 1.18 billion euros (US$1.64 billion); Neckermann Gruppe; 1.10 billion euros (US$1.55 billion); and Dixons Stores 1.09 billion euros (US$1.52 billion). The numbers for Tesco, Staples, Home Retail Group, 3 Suisses,, Neckermann and Dixons are Internet Retailer estimates.

The 10 biggest online merchants in the Europe Top 300 also remain a diversified group and represent several individual European e-commerce markets. Otto, which owns all or a portion of more than 100 e-commerce brands, and Neckermann, a direct marketer of mass merchandise, are based in Germany. Tesco, which serves more than 1 million online customers, Home Retail, a home furnishings and general merchandise chain retailer, and Dixons, a computer and consumer electronics chain retailer, are based in the U.K. PPR, the parent company of Redcats, 3 Suisses, a direct marketer of apparel and accessories, and, a mass merchandise online retailer, are based in France. In addition to Amazon, the U.S. is represented in the top 10 among the Europe Top 300 retailers by office supplies chain Staples.

Here are some other highlights about the Top 10 merchants readers will find in the Europe Top 300:

In 2010 the top 10 received 471.6 million average monthly visits.

The top 10 merchants generated an average ticket of 188.60 euros (US$264.15).

Based on the sales of the 208-page Top 300 Europe  in its first week on the market, the new Internet Retailer publication is satisfying a major and previously unmet demand for competitive intelligence on the leading e-commerce businesses in Europe. In fact, initial sales of the Top 300 Europe have substantially exceeded the first week’s worth of sales during the 2004 launch of the first edition of the Top 500 Guide,  which ranks and profiles America’s 500 largest e-retailers and has long held the position as the No. 1 e-commerce research publication in the world. About half of the sales of the new Top 300 Europe have come from the U.S. and half from Europe, indicating demand for competitive information on European e-commerce is strong on both sides of the Atlantic.

“Many of our readers and conference attendees from around the world have been asking us to produce a European companion to the Top 500 Guide, and last year we convinced ourselves that we could expand our e-commerce research operation beyond our U.S. base,” explains Internet Retailer publisher Jack Love, adding that Internet Retailer in just the past week has sold 15% of the total print run of the new guide designed to last one year.  “I’m pretty optimistic, but I never dreamed we’d see this level of demand,” Love says. “If this keeps up, we’ll have to go back up on press.”

The Top 300 Europe for the first time profiles, ranks and reveals previously unavailable details of the online sales, operating data and executive contact information for the 300 largest e-retailers in Europe.

To order your copy of the 2011 Top 300 Europe, click here


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