Digital Marketing Researches & Reports

European E-Commerce Report 2017 | Ecommerce Foundation

| Europe

Europe has a total population of approximately 840 million (about 11% of world population) as of 2017, with a GDP reaches 16 trillion & increasing. The Eastern region including Russia has the largest population. Europe also is moving up on the ease of doing a business index. These distinctive features lead to a huge rise of e-commerce with over 25,000 online shops across Europe.

Learn more about the European e-commerce in 2017:

  • In 2016, internet penetration in Europe reached 81%. Northern and Western Europe hold the highest rates (93% & 89%).
  • Norway has the highest internet access rate (100%), while Ukraine has the lowest (49%).
  • The number of enterprises selling online increased by 1% in 2016 to reach 18%.
  • Amazon is still the leader in online sales for Western Europe especially in Germany, followed by Zalando.
  • European B2C e-commerce totaled €530.58 in 2016 and it’s expected to hit €602 billion in 2017.
  • E-commerce growth declined from 15.43% in 2017 to 13.62% in 2017 but remains strong.
  • Western Europe especially the UK is the largest market for e-commerce. The UK also has the highest e-GDP (7.16%).
  • Only 33% of all European online shoppers bought abroad in 2016.
  • 67% of 16-24 year-olds shoppers -especially students & higher educated- are made online.
  • Clothes/sports goods (34%) and travel (29%) are the most purchased online.
  • Most Europeans have used their mobile device to purchase online. The highest rates were in Turkey (91%), Denmark (89%) and Norway (87%).
European E-Commerce Report 2017 Ecommerce Foundation

Two Graphs Show the Internet Penetration in Europe, 2016

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