In what would be a milestone year, eCommerce sales in Europe are on course to exceed the €500bn (£380.9bn) mark in 2016, according to a recent study – the European B2C eCommerce Report – published by eCommerce Europe.
The news comes following a year that has seen UK retailers accounting for over a third of all European online sales.
In the report last year, online transactions over Europe totalled €455.3bn (£346.9bn) for 2015, which was a 13.3% increase on 2014. Furthermore, the report proposes that estimated 296m online shoppers, spanning as many as 48 European countries, of which 28 are members of the EU, each spent, on average, €1,540 (£1,173) online in 2015.
Carrying on from last year’s successful eCommerce trading in Europe, numbers are forecasted to grow again, the report suggested.
Significant points from the study include:
- “Nearly all growth in retail comes from eCommerce”
- “The full potential of the European eCommerce market has not yet been reached. Today 57% of European internet users shop online, but only 16% of SMEs sell online – and less than half of those sell online across borders (7.5%).”
85% of all eCommerce transactions in Europe is accounted for by the top 10 eCommerce countries in Europe itself, research confirmed. The top three consists of the UK, France and Germany. These three eCommerce heavyweights made up 61.9% of all European online turnover in 2015, with the remaining seven in the list accounting for 22.3% between them.
As we have expressed previously, the UK is the main driver for European eCommerce, making up 34.5% of all sales, totalling €157.1bn (£119.7bn), which breaks down to €3,625 (£2,761) per shopper.
The report approximates that there were up to 750,000 active B2C websites in Europe in 2015 – many of which were Magento eCommerce sites – and during the year there were in excess of 4.2bn parcels sent out to customers.