The Ecommerce Index from Rakuten, a Japanese online retailer, concludes that the number of Europeans shopping online is growing. Especially clothing and accessories are being bought online. Europe leads the trend in these sectors, with the English and Germans representing the top 2 of online shoppers. About 70% of the Germans shop for online clothing, compared to 66% of the British.
Reasons for an increase in online shopping are caused by the fact that items are easier to find. However, some shoppers prefer to shop offline because of the ease of payment and the fact that a customer can consult the sales person present in the shop. Rakuten advises that more payment methods should be introduced to facilitate online shopping – this concurs with the vision of Ecommerce Europe, who has forwarded this recommendation in its Position Paper on e-Payments 2013.