|Tweet||Tell a friend about this page.|
Online Retailing: Britain and Europe 2012
E-commerce is one of the fastest growing markets in Europe. The statistics are problematic as state statistical research organisations tend to underestimate the size of the sector. There are problems in determining online sales from abroad, because foreign firms may not wish to comply with the UK statistical authorities, and in accurate sampling given that the sector is changing rapidly. There are also issues about whether to include mail order when it is mainly online and how to account for partial online ordering such as click and collect.
Online retailers in only three countries, UK, Germany and France accounted for 71% of total European online sales.
What's Happening in 2012?
Retail sales in all channels (online and offline) grew weakly last year and the expected increase in market share did not occur. We estimate the 2012 market share in the UK was 12.7% and 7.6% throughout mainly western European countries itemised on the chart.
We expect the rate of growth of online retailing in the UK to slow down to somewhere around 10% although elsewhere in Europe it should grow by an average of 14% to 16%.
US Online Sales
As the country that taught us all how to do online sales and once had annual sales growth of more than 25%, growth online in the US has diminished (see Figure below). Online retail sales in the US have a market share somewhere around 9%.
Taking into account the different sizes of Europe and the U.S. online trade shares are about the same in both regions.
(Source: adjusted Forrester estimates)