This year spells to be a good one for e-commerce: a double digit growth rate of more than 10% is expected in 2013. This trend will continue until 2016 when the ecommerce sales in Western Europe are forecasted to reach over € 300 billion, according to yStats.com, a German market research institute based in Hamburg. Central causes for the growth are the increase in cross-border shopping and the rise in m-commerce. Although the growth is expected to slow down in 2017, cross-border shopping is expected to continue growing.
yStats.com also looked at country profiles when it comes to online shopper penetration – in other words, the question: how large is the share of people that buys online? They have found that the British top the list, with 73% of the population can be counted as an online shopper. The UK is followed by the Luxemburgish, where 68% buys online. The third spot is shared by the Germans, the Fins and the Dutch, who all have a penetration rate of 65%.
The report shows that European countries are still very different when it comes to B2C behaviour: apart from different penetration rates, different nationals use different payment methods – Germans use debit cards, which is no feature of all Western Europeans. Another difference between countries is the relative market shares: France is rather diverse and peculiar as the top 10 e-commerce retailers accounts for only half of all the sales.