Nearly 268 million European consumers made online purchases worth EUR 198 billion during a twelve month period between 2017 and 2018. This represents an increase of 9.4 percent or EUR 17 billion compared to the preceding year. Almost three out of four consumers made purchases from foreign markets.
– What I find most interesting is that both consumers and e-sellers are becoming increasingly global. Cross-border business is continuing to increase, both in and outside of Europe. Buying from China is especially popular, and middlemen and sellers in all countries are facing the challenge of Chinese retailers selling directly to consumers via marketplaces such as Amazon, says Arne B. Andersson, E-commerce Expert at PostNord.
Differences and similarities between markets
The report “E-commerce in Europe 2018” charts behaviors and preferences of e-commerce consumers in twelve European countries. The report is based on interviews with 10,000 consumers in the ages 15 ̶ 79 years, conducted in May ̶ June 2018. The ambition is to present important insights on differences and similarities between various markets.
Another noticeable development is that shopping via mobile devices shows steady growth. In previously research, mobile maturity varied sharply across Europe, but is now increasingly becoming more even. For Europe as a whole, six out of ten consumers have used their mobile phone or tablet for online shopping.
Download the report “E-commerce in Europe 2018” here.
For more information, please contact: Arne B. Andersson, E-commerce Expert at PostNord.