PostNord has been producing the “E-commerce in Europe” report since 2014. Over the years, we have been able to see how e-commerce has developed in a number of areas, ranging from consumer demand for deliveries and returns, to how e-commerce moved to the mobile phone.
This year’s report, based on interviews with more than 11 000 consumers from 12 different European markets, showed that around 286 million consumers in the surveyed markets bought products online during the past year. The total spending in these countries is estimated to approximately EUR 235 billion. Most money is spent in the three largest European e-commerce markets Germany, France and the UK. UK online consumers have the highest average spending per capita, followed by consumers in Germany and in the Nordic region. It is also interesting to note that markets like Italy and Spain, who historically have been lagging somewhat behind, are now starting to catch up to the more developed markets in Europe.
The various markets in the study do have many similarities, but certainly also differences that e-tailers have to consider when launching in a new European country. For example, there are differences when it comes to preferences for payment alternatives and delivery options.
The findings in the report also make it clear that more and more European consumers are buying online from foreign markets. Being able to find lower prices is one of the strongest drivers for purchases from abroad. Quite a number of consumers also state that they are looking for specific products or brands that are difficult to get hold of in their own countries.
To learn more about the vibrant European e-commerce scene, order your free copy of the 2019 e-commerce report.
Olof Källgren, Market Information Manager, Direct Link