B2C e-commerce turnover continues to grow at a rate of 13%.
‘To win in today’s marketplace, it is essential for retailers to remove experience friction and gaps across the buying journey. Unifying the retail experience means have the right information and tools in place at the right time.’
Pieter Van den Broecke, Managing Director Benelux and Germany, Manhattan Associates
The European E-commerce Report 2019 explores the latest e-commerce facts, trends and figures of Europe’s market in 2018, and the forecast of 2019. It focuses on e-commerce growth in Europe, interesting cross-border facts and the biggest challenges that consumers face online.
Market Strength
The European online retail sector is once again showing evidence of prosperous growth in 2019. After a high increase in turnover in 2018, the European B2C e-commerce turnover is forecast to grow even more in 2019.
Western Europe is the largest e-commerce market in Europe, with nearly two-thirds of the total European online retail turnover. Southern Europe follows, with Northern Europe behind them. However, Northern Europe has the highest spending per e-shopper.
E-commerce Landscape
Key trends identified in the report show that the country with the highest online shopping rate is Switzerland, followed by the UK and Denmark, while the lowest figures for online shopping were registered in Bulgaria, Romania and Ukraine.
In terms of cross-border purchases, Maltese e-shoppers are most likely to order from another EU seller, followed by Cyprus and Luxembourg.
The report also reveals the reasons for Europeans not to shop online and the challenges that consumers still face when shopping online. Among the main complaints are speed of delivery; trust concerns about receiving and returning goods; complaints and redress concerns; and payment security concerns.