European e-commerce is booming. This is apparent from the new European B2C Ecommerce Report published by Ecommerce Europe, the European umbrella organisation for online retailers. European online revenue of goods and services grew by 19% to reach €311.6 billion in 2012. The EU28 (including Croatia, joining the EU as of 1 July 2013) reached €276.5 billion, or 88.7% of total European e-sales, a growth of 18.1%. Ecommerce Europe figures are compiled in cooperation with various e-commerce associations around Europe and in cooperation with GfK.
The total Gross Domestic Product (GDP) of Europe in 2012 is estimated to have reached €16 trillion, of which the GDP of the EU28 was just over 80 per cent. Ecommerce Europe estimates the share of the European Internet economy at 3.5%, a percentage that is set to double by 2016 and to triple by 2020 given the fact that the Internet economy grows much faster then the economy in general.
Trend: more and more consumers in Europe are always online
In the coming years growth of online sales will largely be determined by the rapid and spectacular penetration of mobile commerce. In the United Kingdom, m-commerce has reached 12 per cent of total online sales in 2012. This was “only” five per cent at the end of 2011. In Scandinavia the share is currently 8% and in France 2%. By way of comparison: the share of m-commerce in the United States is estimated to have reached close to 10% almost double the size of 2011. Jongen: “Here, in Europe, we see a comparable trend. The Scandinavian countries and the United Kingdom are leading.. Other countries will follow soon and fast: today 47.6% of all Europeans have a smart phone. Consumers are already always connected; they can search and purchase wherever and whenever they want. A major challenge for innovative entrepreneurs who manage to jump on the bandwagon.”