Online Spending Western Europe


Western European consumers spent on average €1,867 online in 2013, which is significantly above the EU28 and European averages of €1,500 and €1,376, respectively. Of all Western European countries the British consumers spent most online in 2013 and are also the highest online spenders in the world. The Irish ranked second with an average spending of €1,643 followed by Luxemburg and France.


It is interesting to see that the Dutch online market is very mature with a high number of e-shoppers, but at €982 the average spending per e-shopper in the Netherlands was considerably below the European average last year. Belgium (€647) is still considered emerging, but the past few years it has been closing the existing gap.

The Western European region consist of the Benelux countries (Belgium, the Netherlands and Luxembourg), France, the United Kingdom (comprising England, Scotland, Wales and Northern Ireland) and the Republic of Ireland. The six countries cover an area of 936,000 km2 (21.6% of the EU28 area) and 9.2% of the 10.2 million km2 of the European continent. On January 1, 2014, the total population of the region was 161.3 million, or 20% of Europe’s population.

In addition to other information about the continent, this is revealed by Ecommerce Europe’s latest report on B2C e-commerce in Europe. Ecommerce Europe is the European umbrella organization for online retailers. Figures in Ecommerce Europe reports are based on the Global Online Measurement Standard for B2C E-commerce (GOMSEC). Ecommerce Europe also published comprehensive 2013 Regional Reports on B2C E-commerce in Northern Europe, Central Europe, Eastern Europe, Southern Europe and Western Europe. All the reports are powered by GfK, GlobalCollect, Informatica, RichRelevance and Salesupply.

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Would you like to find out more about e-commerce in Europe? The free light version of our Western Europe Report can be downloaded via here.

Full reports are also available:
European B2C E-commerce Report 2014: €1,950 (now available)

5 European regional reports 2013: €790 per report
(including Infographics and in-depth Country Profiles)

Western European Report:
Belgium, France, Ireland, Netherlands and United Kingdom
Central European Report:
Austria, Czech Republic, Germany, Hungary, Poland and Switzerland
Southern European Report:
Greece, Italy, Portugal, Spain and Turkey
Northern European Report:
Denmark, Estonia, Finland, Iceland, Latvia, Lithuania, Norway and Sweden
Eastern European Report:
Romania, Russia and Ukraine

All European reports (5 regional reports + European Report): €2,950

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