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Western Europe B2C E-Commerce Market 2018

Western Europe B2C E-Commerce Market 2018

B2C E-Commerce in Western Europe sees new trends amid continued growth: yStats.com report

A new publication from Hamburg-based online business research firm yStats.com,
“Western Europe B2C E-Commerce Market 2018,” provides sales data and forecasts on the 10+ nations in the Western Europe sub-region. The report includes information on developing trends such as voice command and cross-border purchases, plus omnichannel shopping.

The UK leads Western Europe in B2C E-Commerce sales
The United Kingdom has the highest B2C E-Commerce sales volume in Western Europe. While some other nations may show more rapid growth rates, Germany and France follow the UK in the top three nations in online retail sales. Overall, the online share of total retail sales in Western Europe is expected to approach 20% in the next 5 years, according to the yStats.com report.

Online shopping trends in Western Europe
M-Commerce, omnichannel and cross-border shopping, plus voice command purchases are global trends also prevalent in Western Europe. The Nordic nations are among the regional leaders in mobile shopping. The practice of webrooming and showrooming continues to grow, with some indication that the omnichannel shopping leads to higher value purchases. The yStats.com report also points to Austria and Belgium as regional leaders in cross-border shopping, though the phenomenon grows in other Western European nations. The adoption of smart speakers has fomented voice command shopping, with projections of sales volume in billions of euros through this medium in the UK alone by 2022.

Amazon leads other online merchants in Western Europe
U.S.-based Amazon.com has maintained its lead in the top online retail markets of Western Europe in competition with local and Chinese E-merchants. The yStats.com report cites an estimate that nearly half of all online sales in Germany is through Amazon.


1. Management Summary
2. Regional
Breakdown of Global Retail E-Commerce Sales by Regions, incl. Western Europe, in %, 2017
Retail E-Commerce Sales in Western Europe, in USD billion, and Share of Total Retail Sales, in %, 2016-2021f
Retail E-Commerce Sales in Western Europe, in EUR billion, and Year-on-Year Change, in %, 2018f-2021f
Retail E-Commerce Share of Total Retail Sales in Western Europe, in %, 2017 & 2023f
Top 3 Countries by B2C E-Commerce Sales in Europe, in EUR billion, 2018f
Internet Penetration in the EU, by Country, in % of Individuals, 2011 – 2017
Online Shopper Penetration in the EU, by Country, in % of Individuals, 2011 – 2017
Product Categories Purchased Online, in % of Individuals, by Belgium, Germany, France, Italy, the Netherlands, the Nordics, Spain and the UK, May 2017
Payment Methods Preferred in Online Shopping, in % of Online Shoppers, by Belgium, Germany, France, Italy, the Netherlands, the Nordics, Spain and the UK, May 2017
Breakdown of Maximum Acceptable Delivery Times, in % of Online Shoppers, by Belgium, Germany, France, Italy, the Netherlands, the Nordics, Spain and the UK, May 2017
M-Commerce Share of Retail E-Commerce Sales, by Selected Countries in Western Europe, in %, 2016 - 2021f
Cross-Border Online Shopper Penetration, by Selected Countries in Western Europe, in % of Online Shoppers, May 2018
3. UK
3.1. Trends
B2C E-Commerce Market Overview and International Comparisons, July 2018
M-Commerce Sales, in GBP billion, and M-Commerce Share of Retail E-Commerce Sales, in %, 2016 - 2021f
Click & Collect Sales, in GBP billion, 2017 & 2022f
Click & Collect Share of B2C E-Commerce Sales, in %, 2017 & 2022f
Voice E-Commerce Sales, in USD billion, 2017 & 2022f
Cross-Border Online Shopper Penetration, by Online Shoppers Buying From Other EU Countries and from the Rest of the World, in % of Online Shoppers in the UK, 2012 - 2017
Share of Consumers Who Have Abandoned a Shopping Basket, by Online and In-Store, in %, April 2018
Top 3 Product Categories by Online Checkout Abandonment Rate, in % of Consumers, April 2018
Omnichannel Behavior Penetration, by Showrooming and Webrooming, in % of Consumers, 2017
Breakdown of Satisfaction of Consumers with Receiving a Consistent Omnichannel Purchasing Experience, in % of Consumers, August 2017
3.2. Sales & Shares
B2C E-Commerce Sales, in GBP billion, by Four Comparative Estimates, and CAGR, in %, 2016 - 2022f
B2C E-Commerce Share of Total Retail Sales, in %, 2012 - 2017
3.3. Internet Users & Online Shoppers
Number of Internet Users, in millions, and Penetration, in % of Adults, by Frequency of Use, 2012 – 2017
Online Shopper Penetration, in % of Adults, 2012-2017
Online Shopper Penetration, in % of Adults, by Age Group and Gender, 2012 – 2017
Breakdown of Frequency of Shopping Online During a Three-Month Period, in % of Adults, by Age Group and Gender, 2017
Breakdown of Online Spending During a Three-Month Period, in GBP, in % of Adults, by Age Group and Gender, 2017
3.4. Products
Product Categories Purchased Online, in % of Adults, Q1 2017
B2C E-Commerce Sales of Clothing, in GBP billion, 2017e & 2022f
B2C E-Commerce Sales of Groceries, in GBP billion, 2017e & 2022f
3.5. Payment
Payment Methods Preferred in E-Commerce, in % of Online Shoppers, June 2017
3.6. Delivery
Delivery-Related Factors Increasing the Likelihood of Shopping with an Online Retailer, in % of Online Shoppers, May 2017
Breakdown of Expected Threshold to Qualify for Free Delivery, in %, May 2017
3.7. Players
Breakdown of UK Courier Parcel Market by Top 4 Players, in % of Number of Parcels, 2017e
Share of Online Shoppers Using E-Commerce Marketplaces, in %, May 2017
Top Reasons To Buy From Online Marketplaces Instead of Retailers, in % of Online Marketplace Shoppers, May 2017
Top 7 E-Commerce Marketplaces, by Known and Used, in % of Online Marketplace Shoppers, May 2017
Top 3 Retail Websites by Unique Visitors, in millions, March 2018
Top 10 Retailers by Share of Retail Spending, in %, incl. Amazon, 2017
4. Germany
4.1. Trends
B2C E-Commerce Market Overview and International Comparisons, July 2017
M-Commerce Sales, in USD billion, and M-Commerce Share of Retail E-Commerce Sales, in %, 2016 - 2021f
Breakdown of B2C E-Commerce Sales by Device, in %, 2016 & 2017
Devices Used for Online Shopping, in % of Online Shoppers, 2014, 2016 & 2017
Reasons for Cancelling a Purchase via Smartphone, in % of Smartphone Shoppers, 2017
Share of Purchases Preceded by Online Research via Smartphone, in %, by Online and Offline Purchases, 2017
Breakdown of Retail Purchases by Mono-Channel and Multi-Channel Purchases, by Online Purchases, Offline Purchases and Total Purchases, 2017
Cross-Border Online Shopper Penetration, in % of Online Shoppers in Germany, May 2017
Countries Purchased From in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in Germany, May 2017
4.2. Sales & Shares
B2C E-Commerce Sales, in EUR billion, by Five Comparative Estimates, and CAGR, in %, 2016 – 2022f
B2C E-Commerce Share of Total Retail Sales, in %, by Five Comparative Estimates, 2016 - 2022f
4.3. Internet Users & Online Shoppers
Number of Internet Users, in millions, and Penetration, in % of Individuals, 2012 – 2017
Number of Online Shoppers, in millions, and Penetration, in % of Internet Users, 2012 – 2017
Breakdown of the Frequency of Shopping Online During a 3-Month Period, in % of Online Shoppers Who Purchased Online in the Previous 3 Months, Q1 2017
4.4. Products
Product Categories Purchased Online, in % of Online Shoppers, Q1 2016 & Q1 2017
B2C E-Commerce Product Sales, by Category, in EUR billion, 2016 & 2017
Interactive Retail Sales of Services, by Category, in EUR billion, 2016 & 2017
4.5. Payment
Payment Methods Preferred in E-Commerce, by Type of Seller Purchased From, in % of Online Shoppers, April 2018
Breakdown of B2C E-Commerce Product Sales by Payment Methods, in %, 2016 & 2017
4.6. Delivery
Logistic Services Providers Used by Online Shops, in % of Online Shops, 2017e
Problems Encountered with Online Purchases, in % of Online Shoppers, Q1 2017
Fastest Possible Delivery Time Offered by Online Shops, in Days, in % of Online Shops, 2016 & 2017
Number of Amazon Lockers, in Units, 2017 & August 2018e
4.7. Players
Market Share of Amazon, by Amazon.de Marketplace and Amazon.de, in %, 2017
Top 10 Online Shops, by Sales, in EUR million, 2016
Top 10 E-Commerce Platforms by Market Share, 2017/2018
Top 10 Online Retailers of Food and Groceries by Estimated Revenue Range, in EUR million, 2017e
5. France
5.1. Trends
M-Commerce Sales, in USD billion, and M-Commerce Share of Retail E-Commerce Sales, in %, 2016 - 2021f
Devices Used in Online Shopping, in % of Online Shoppers, 2016 & 2017
Cross-Border Online Shopper Penetration, in % of Online Shoppers, 2017
Top Product Categories Purchased Cross-Border in 2017 and Planned to be Purchased by Cross-Border Online Shoppers in 2018, in % of Cross-Border Online Shoppers in France, 2017
Top Destinations for Cross-Border Online Shopping Outside the EU, in % of Cross-Border Online Shoppers Who Purchased From Outside the EU, 2017
Social Media Usage Related To Online Shopping, in % of Online Shoppers Who Use Social Media, January 2017
Shopping-Related Purposes of Voice Command Usage, in % of Online Shoppers, 2017
Interest Towards Virtual Personal Assistant Systems For Online Shopping, in % Online Shoppers, 2017
5.2. Sales & Shares
B2C E-Commerce Sales, in EUR billion, 2016 - 2019f
B2C E-Commerce Share of Total Retail Sales, in %, 2017
E-Commerce Share of Total Retail Sales, in %, 2016 - 2021f
5.3. Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2011 – 2017
Online Shopper Penetration, in % of Individuals, 2011 – 2017
Frequency of Online Shopping, in % of Online Shoppers, 2017
5.4. Products
Product Categories Purchased Online, in % of Online Shoppers, by Purchased in 2017 and Planned to Purchase in 2018
5.5. Payment
Payment Methods Preferred in E-Commerce, in % of Online Shoppers, June 2017
Breakdown of Main Barriers That Make Consumers Hesitant to Purchase Online, in %, by Total Population and Online Shoppers, June 2017
5.6. Delivery
Delivery Methods Used in E-Commerce, in % of Online Shoppers, 2017
Subscription Delivery Services Used, in % of Online Shoppers, 2017
5.7. Players
Online Merchants’ Share of Total B2C E-Commerce Websites and B2C E-Commerce Market Sales, by Annual B2C E-Commerce Turnover, in %, 2017
Top 15 E-Commerce Websites/Applications, by Number of Unique Visitors per Month, in thousands, and Devices Used for Access, in % of Unique Visitors, Q1 2018
Top 10 Best-Known B2C E-Commerce Websites, % of Respondents, December 2017
6. Italy
6.1. Trends
M-Commerce Sales, in EUR billion, and M-Commerce Share of B2C E-Commerce Sales, in %, 2015 - 2017e
Cross-Border Online Shopper Penetration, by Online Shoppers Buying From Other EU Countries and from the Rest of the World, in % of Online Shoppers in Italy, 2012 – 2017
Breakdown of Frequency of Showrooming and Webrooming, in % of Online Shoppers, 2017
6.2. Sales & Shares
B2C E-Commerce Sales, in EUR billion, 2011 – 2018f
Breakdown of B2C E-Commerce Sales by Products and Services, in %, 2013 – 2018f
B2C E-Commerce Share of Total Retail Sales, in %, 2014 - 2018f
6.3. Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2011 - 2017
Online Shopper Penetration, in % of Individuals, 2011 - 2017
6.4. Products
B2C E-Commerce Sales by Category, by Products and Services, in EUR million, and Year-on-Year Change, in %, 2017 & 2018f
Product Categories Purchased Online, in % of Online Shoppers, 2016 & 2017
6.5. Payment
Payment Methods Preferred in E-Commerce, in % of Online Shoppers, June 2017
6.6. Delivery
Delivery Destinations Preferred in E-Commerce, in % of Online Shoppers, June 2017
Breakdown the Delivery Operators Used in E-Commerce, in %, 2017
6.7. Players
Number of Online Stores, by Region, in Units, 2012, 2016 & 2017, and Change in 2017 Compared to 2016 and 2012
Top 3 Destinations for Product Research Before Buying Online or in a Store, incl. Amazon and eBay, in % of Internet Users, October 2017
7. Netherlands
7.1. Trends
Breakdown of Online Purchases by Device, in %, 2017
Cross-Border Online Shopper Penetration, in % of Individuals, 2016 & 2017
Cross-Border Online Spending, in EUR million, 2014 – 2017
Breakdown of Cross-Border Online Spending of Online Shoppers in the Netherlands by Country, in %, 2016 & 2017
7.2. Sales & Shares
B2C E-Commerce Sales, in EUR billion, 2015-2017
Online Share of Total Consumer Spending, by Spending on Products, Services and Total, 2016 & 2017
7.3. Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2012 – 2017
Online Shopper Penetration, in % of Individuals, 2011 - 2017
7.4. Products
Product Categories Purchased Online, in % of Online Shoppers, 2016 & 2017
7.5. Payment
Payment Methods Preferred in E-Commerce, in % of Online Shoppers, June 2017
7.6. Delivery
Delivery Methods Preferred in E-Commerce, in % of Online Shoppers, May 2017
7.7. Players
Top 10 B2C E-Commerce Companies by Revenues, in EUR million, 2016
8. Spain
8.1. Trends
Mobile Shopper Penetration, in % of Online Shoppers, 2016 & 2017
Breakdown of E-Commerce Transaction Value, by Exports, Imports and Domestic, in EUR million, Q1 2015 – Q4 2017
Breakdown of E-Commerce Transaction Number, by Exports, Imports and Domestic, in millions, Q1 2015 – Q4 2017
Breakdown of Cross-Border E-Commerce Imports Transaction Value and Number by Region, in % Q3 2017
Breakdown of Cross-Border E-Commerce Exports Transaction Value and Number by Region, in % Q3 2017
Breakdown of Online Shoppers by Research and Purchase Channels, in %, May 2017
8.2. Sales & Shares
B2C E-Commerce Sales, in EUR billion, and Year-on-Year Change, in %, 2010 – 2016
B2C E-Commerce Sales, in EUR billion, 2016 & 2017
B2C E-Commerce Share of Total Retail Sales, in %, 2017e
8.3. Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2011 – 2017
Online Shopper Penetration, in % of Individuals, 2011 - 2017
8.4. Products
Product Categories Purchased Online, in % of Online Shoppers, 2017
Products Purchased Online, in % of Online Shoppers, 2017
8.5. Payment
Payment Methods Used in E-Commerce, in % of Online Shoppers, 2016 & 2017
8.6. Delivery
Delivery Destinations Preferred in E-Commerce, in % of Online Shoppers, June 2017
8.7. Players
Top 10 E-Commerce Websites, by Total Number of Visits, in millions, 2017
9. Belgium
9.1. Trends
Breakdown of Online Spending by Device, in %, Q1 2017 & Q1 2018
Share of Online Shoppers Who Made Their Latest Online Purchase via Smartphone, in % of Online Shoppers in Belgium, Q3 2016 & Q3 2017
Cross-Border Online Shopper Penetration, in % of Online Shoppers, 2016 & 2017
Top 3 Countries Purchased From in the Most Resent Cross-Border Online Purchase, in % of Cross-Border Online Shoppers, October 2017
9.2. Sales & Shares
B2C E-Commerce Sales, in EUR billion, 2015 – 2017
Online Share of Total Consumer Spending, in %, 2016 & 2017
9.3. Internet Users & Online Shoppers
B2C E-Commerce Sales, in EUR billion, 2015 – 2017
Online Share of Total Consumer Spending, in %, 2016 & 2017
9.4. Products
Product Categories Purchased Online, in % of Online Shoppers, 2016 & 2017
Top 5 Categories by Online Share of Total Spending, in %, 2017
9.5. Payment
Payment Methods Preferred in E-Commerce, in % of Online Shoppers, June 2017
Breakdown of Payment Methods Used in E-Commerce, in % of Online Shoppers, April 2018, and Change Compared to 2017 and 2011
9.6. Delivery
Breakdown of Delivery Methods Preferred in E-Commerce, in % of Online Shoppers, April 2018
Delivery-Related Barriers to Online Shopping, in % of Online Shoppers, Q2 2017
9.7. Players
Top 10 Online Retailers by Online Sales in Belgium, FY 2016
Top 10 E-Commerce Websites by Total Number of Visits, in millions, 2017
10. Sweden
10.1. Trends
Mobile Shopper Penetration, in % of Internet Users, 2016 & 2017
Cross-Border Online Shopper Penetration, in % of Internet Users, Q2 2017
Breakdown of Online Shoppers by Buying Online from Sweden and Abroad, by Product Category, in %, Q1 2018
Top Product Categories Purchased Cross-Border, in % of Cross-Border Online Shoppers in Sweden, 2016 & 2017
Top 5 Countries in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in Sweden, 2016 & 2017
Overview of Omnichannel Shoppers, incl. Share of Consumers Who Did Webrooming and Showrooming, in %, Average Spending by Consumers Who Crossed Multiple Channels, and Average Spending by Consumers Who Used a Single Channel, in SEK, Q4 2017
10.2. Sales & Shares
B2C E-Commerce Sales, in SEK billion, and Share of Total Retail Sales, in %, 2010 – 2018f
10.3. Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2011 – 2017
Online Shopper Penetration, in % of Individuals, 2011 - 2017
10.4. Products
B2C E-Commerce Sales, by Selected Segments, in SEK billion and Year-on-Year Growth, in %, 2016 & 2017
Product Categories Purchased Online, in % of Online Shoppers, 2016 & 2017
10.5. Payment
Breakdown of Payment Methods Preferred in E-Commerce, in % of Online Shoppers, Q4 2017
Payment Methods Used and Preferred in Online and Mobile Shopping, in % of Online Shoppers, Q2 2017
10.6. Delivery
Delivery-Related Factors That Are Important When Shopping Online, in % of Online Shoppers, Q2 2017
Breakdown of Maximum Expected Delivery Time, in % of Online Shoppers, Q2 2017
10.7. Players
Top 20 Online Pure-Play Retailers by Revenues, in SEK million, 2017
11. Switzerland
11.1. Trends
Mobile Shopper Penetration, in % of Online Shoppers, 2016 & 2017
Top 5 Products Categories Purchased via Smartphone, in % of Online Shoppers, 2017
Cross-Border B2C E-Commerce Imports, in CHF billion, 2014 – 2017
Cross-Border B2C E-Commerce Imports Share of Total B2C/C2C E-Commerce Spending, in %, 2016 & 2017
11.2. Sales & Shares
Retail E-Commerce and Mail Order Sales, in CHF billion, 2013 - 2017
E-Commerce and Mail Order Share of Total Retail Sales, in %, 2017
11.3. Internet Users & Online Shoppers
Internet User Penetration, in % of Individuals, 2014 & 2017
Online Shopper Penetration, in % of Internet Users, 2014 & 2017
11.4. Products
B2C E-Commerce and Mail Order Sales, by Product Category, in CHF billion, 2012 – 2017
Product Categories Purchased Online, in % of Online Shoppers, 2017
11.5. Payment
Payment Methods Preferred in E-Commerce, in % of Online Shoppers, June 2017
11.6. Delivery
Top 5 Reasons for Shopping Online, incl. Delivery-Related, in % of Online Shoppers, 2017
11.7. Players
Top 10 Online Shops by Revenues, in CHF million, 2016 & 2017
12. Denmark
12.1. Trends
Mobile Shopper Penetration, in % of Internet Users, Q2 2017
Share of Online Purchases Made via Smartphone, in %, 2017
M-Commerce Sales, in USD billion, and M-Commerce Share of Retail E-Commerce Sales, in %, 2016 - 2021f
Cross-Border Imports Share of B2C E-Commerce Sales, in %, 2017
Top Product Categories Purchased Cross-Border, in % of Cross-Border Online Shoppers in Denmark, 2016 & 2017
Top 5 Countries in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in Denmark, 2016 & 2017
12.2. Sales & Shares
B2C E-Commerce Sales, in DKK billion, and Year-on-Year Change, in %, 2013 – 2017e
Breakdown of B2C E-Commerce sales by Goods, Services, and Travel, in %, 2017
12.3. Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2011 - 2017
Online Shopper Penetration, in % of Individuals, 2011 - 2017
12.4. Products
Product Categories Purchased Online, in % of Online Shoppers, 2016 & 2017
12.5. Payment
Payment Methods Used and Preferred in Online and Mobile Shopping, in % of Online Shoppers, Q2 2017
12.6. Delivery
Delivery-Related Factors That are Important When Shopping Online, in % of Online Shoppers, 2017
12.7. Players
Breakdown of Top 20 Most Used Websites for Online Shopping, in % of Online Shoppers, H1 2017
13. Finland
13.1. Trends
Mobile Shopper Penetration, in % of Internet Users, Q2 2017
Cross-Border Online Shopper Penetration, in % of Internet Users, Q2 2017
Top Product Categories Purchased Cross-Border, in % of Cross-Border Online Shoppers in Finland, 2016 & 2017
Top 5 Countries in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in Finland, 2016 & 2017
13.2. Sales & Shares
B2C E-Commerce Sales, in EUR billion, 2016 & 2017
13.3. Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2011 – 2017
Online Shopper Penetration, in % of Individuals, 2011 - 2017
13.4. Products
Breakdown B2C E-Commerce Sales of Products and Services, by Category, in %, 2017
Product Categories Purchased Online, in % of Online Shoppers, 2016 & 2017
13.5. Payment
Payment Methods Used and Preferred in Online and Mobile Shopping, in % of Online Shoppers, Q2 2017
13.6. Delivery
Delivery-Related Factors That Are Important When Shopping Online, in % of Online Shoppers, 2017
13.7. Players
Top 15 Most Used E-Commerce Websites, in % of Online Shoppers, 3 Months to January 2018
14. Austria
14.1. Trends
M-Commerce Sales, in EUR million, and Year-on-Year Change, in %, 12 Months to April 2013 - 2018
Mobile Shopper Penetration, in % of Individuals, 12 Months to April 2017 & 2018
Cross-Border Online Shopper Penetration, in % of Online Shoppers, 2016 & 2017
Top 3 Countries Purchased From in the Most Resent Cross-Border Online Purchase, in % of Cross-Border Online Shoppers, October 2017
14.2. Sales & Shares
B2C E-Commerce Sales, in EUR billion, 2015 – 2017
B2C E-Commerce Share of Total Retail Sales, in %, 2017
14.3. Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2011 - 2017
Online Shopper Penetration, in % of Individuals, 2011 - 2017
14.4. Products
Product Categories Purchased Online, in % of Online Shoppers, 2016 & 2017
14.5. Payment
Payment Methods Preferred in E-Commerce, in % of Online Shoppers, June 2017
14.6. Delivery
Top 5 Problems When Shopping Online, incl. Delivery-Related, in % of Online Shoppers, November 2017
14.7. Players
Top 10 Online Shops by Revenues, in EUR million, 2016
15. Portugal
15.1. Trends
Devices Used for Online Shopping, in % of Online Shoppers, June 2017
Breakdown of Online Shoppers Making Purchases via Smartphone and Tablet, by Using App, Browser or Both, June 2017
Cross-Border Online Shopper Penetration, in % of Online Shoppers, 2017
15.2. Sales & Shares
B2C E-Commerce Sales, in EUR billion, 2009, 2017e and 2025f
15.3. Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2011 – 2017
Online Shopper Penetration, in % of Individuals, 2011 – 2017
Online Shopper Penetration, in % of Individuals, 2017e & 2025f
15.4. Products
Product Categories Purchased Online, in % of Online Shoppers, 2016 & 2017
15.5. Payment
Payment Methods Preferred in E-Commerce, in % of Online Shoppers, June 2017
15.6. Delivery
Delivery/Return Options that Would Encourage Online Shoppers to Buy from an Online Retailer, in % of Online Shoppers, June 2017
15.7. Players
Top 5 E-Commerce Websites, by Total Website Visits, in millions, incl. Rank Among All Websites in Portugal and Category, June 2018

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