Market Research Logo

Western Europe B2C E-Commerce Market 2016

Western Europe B2C E-Commerce Market 2016

Western Europe’s share of global B2C E-Commerce to decline

Western Europe is the world’s second largest region in B2C E-Commerce sales and is predicted to retain its rank through 2019, yStats.com’s new market report reveals. Due to an expanding share of Asia-Pacific, Western Europe is expected to lose around one percentage point in its share of global B2C E-Commerce, and still account for approximately one quarter of the world’s online retail sales. Western Europe is also one of the global leaders in B2C E-Commerce’s share of total retail sales, ranking second after Asia-Pacific by this parameter in 2015.

Western European markets are advanced in terms of Internet and online shopper penetration. In 2015, 8 countries in this region had Internet penetration of above 90% of the population and 4 had online shopper penetration of above 80% of Internet users. Moreover, the report by yStats.com shows that in countries such as Germany and the Netherlands, B2C E-Commerce already accounts for a high one-digit share of total retail sales, and in the UK this share reaches a double-digit number and is one of the highest worldwide. Due to this fact, the majority of B2C E-Commerce markets in Western Europe are projected to see only moderate growth rates in B2C E-Commerce sales in the coming years, though still outpacing general retail significantly.

Among the most prominent B2C E-Commerce market trends in Western Europe are the rise of mobile shopping and omnichannel retail. Consumers in these countries are increasingly using multiple devices and locations to make purchases. For example, in Italy the mobile share of total online retail sales is predicted to more than double between 2014 and 2017, according to yStats.com’s research findings. A marked example of the omnichannel trend is the growing popularity of the click-and-collect option, especially in the UK, where it was used by over two thirds of online shoppers in 2015.

A number of international companies have established themselves as market leaders in Western European B2C E-Commerce. Amazon continues to hold the leading position in almost all major markets in the region, in terms of sales, website visitors or both, as shown in yStats.com’s report. Other pan-European leaders include Germany-based Otto Group and Zalando, while France-based Cdiscount and UK-based Tesco generate significant sales and website traffic in their respective domestic markets. Furthermore, Chinese E-Commerce Websites Alibaba and Aliexpress are gaining popularity among Western European online shoppers, already finding place among the top online shopping destinations in Spain.


1. Management Summary
2. Regional
Breakdown of Global B2C E-Commerce Sales, by Regions and Sub-Regions, incl. Western Europe, in %, 2014 & 2019f
B2C E-Commerce Share of Total Retail Sales, by Global Regions, incl. Western Europe, in %, 2015e
Breakdown of B2C E-Commerce Sales in Europe, by Country, incl. Western European Countries, 2014
Internet Penetration in the EU, by Country, incl. Western European Countries, in % of Individuals, 2011 - 2015
Online Shopper Penetration in the EU, by Country, incl. Western European Countries, in % of Internet Users, 2011 - 2015
Cross-Border Online Shopper Penetration in the EU, by Country, incl. Western European Countries, in % of Online Shoppers, 2015
Breakdown of E-Commerce Sales of Companies in the EU by Location, incl. Own Country, Other EU Countries, Countries Outside the EU, in %, by Country, incl. Western European Countries, 2014
Number of Online Shoppers, by Belgium, Germany, France, Italy, Spain, the Netherlands, the Nordics, and the UK, in millions, April 2015
Average Annual Online Spending per Shopper, by Belgium, Germany, France, Italy, Spain, the Netherlands, the Nordics, and the UK, in EUR, April 2015
Major Reasons for Shopping Cart Abandonment, in % of Online Shoppers in Western Europe, October 2014
Breakdown of Acceptable Delivery Time, in % of Online Shoppers, by Belgium, Germany, France, Italy, Spain, the Netherlands, the Nordics, and the UK, April 2015
Payment Methods Preferred in Online Shopping, in % of Online Shoppers, by Belgium, Germany, France, Italy, Spain, the Netherlands, the Nordics, and the UK, April 2015
3. UK
3.1. Overview
B2C E-Commerce Market Overview and International Comparisons, February 2016
3.2. Trends
Usage of Click-and-Collect Services, in % of Online Shoppers, 2012 & 2015
Usage of Omnichannel Offerings When Shopping Online, by Paying In-Store and Collecting In-Store, in % of Online Shoppers, July 2015
Devices Used for Shopping Online, by Shopping Online from Home and Away from Home, in % of Online Shoppers, July 2015
M-Commerce Sales, by Device and Total, in GBP billion, in % Year-on-Year Change and in % Share of Total, 2014 - 2019f
3.3. Sales & Shares
B2C E-Commerce Sales, in GBP billion, by Comparative Estimates, Ranked by CAGR, 2013 - 2020f
B2C E-Commerce of Total Retail Sales, in %, by Comparative Estimates, 2013 - 2020f
B2C E-Commerce Share of Total Retail Sales, in %, January 2013 - December 2015
3.4. Users & Shoppers
Penetration of Daily Internet Users, in % of Adult Population, 2011 - 2015
Online Shopper Penetration, in % of Adult Population, 2011 - 2015
Online Shopper Penetration, by Age Group and Gender, in % of Adults in the Respective Group, 2011-2015
3.5. Products
Product Categories Purchased Online, in % of Online Shoppers, 2014 & 2015
Product Categories Purchased Online, in % of Online Shoppers, by Age Group and Gender, 2015
B2C E-Commerce Sales, by Clothing and Footwear, Electrical and Electronic Goods and Groceries, in GBP billion, 2014 & 2015f, in % Share of Total B2C E-Commerce Sales and in % Share of Retail Sales in the Respective Category, 2015f
3.6. Payment
Payment Methods Used in Online Shopping, in % of Online Shoppers, April 2015
3.7. Delivery
Delivery and Fulfillment Criteria for Choosing an Online Shop, in % of Online Shoppers, March 2015
Breakdown of Preferred Delivery Location for Online Shopping Orders, in % of Online Shoppers, March 2015
Breakdown of Delivery Time Expectations, by UK and Overseas Retailer, in % of Online Shoppers, March 2015
3.8. Players
B2C E-Commerce Players Overview, February 2016
Breakdown of B2C E-Commerce Sales, by Store-Based Retailers and Pure Online Retailers, in GBP billion, 2014 & 2015f
Top 10 Retailers by B2C E-Commerce Sales, in GBP billion, FY 2014/2015
Top 10 E-Commerce Websites, by Website Visits, in millions, 2015
4. Germany
4.1. Overview
B2C E-Commerce Market Overview and International Comparisons, February 2016
4.2. Trends
Breakdown of Frequency of Webrooming and Showrooming, in % of Online Shoppers, August 2015
Share of Customers Searching for Information Online Prior to In-Store Purchases, in %, and Breakdown of Channels Used to Acquire Information about Products, in % of Online Shoppers, February 2015
Mobile Shopper Penetration, in % of Smartphone Users, by Age Group and Gender, 2013 – 2015
4.3. Sales & Shares
B2C E-Commerce Sales, in EUR billion, by Comparative Estimates, Ranked by CAGR, 2013 - 2020f
B2C E-Commerce Share of Total Retail Sales, in %, by Comparative Estimates, 2013 - 2018f
4.4. Users & Shoppers
Number of Internet Users, by Gender, Age Group and Total, in millions, and Penetration, in % of Individuals in the Respective Group, Q1 2015
Number of Online Shoppers, by Gender, Age Group and Total, in millions, and Penetration, in % of Internet Users in the Respective Group, Q1 2015
4.5. Products
Product Categories Purchased Online, in % of Online Shoppers, Q1 2015
B2C E-Commerce Sales, by Product Categories, in EUR million, 2014
4.6. Payment
Breakdown of Payment Methods Preferred in Online Shopping, in % of Online Shoppers, by Gender, September 2015
Breakdown of Frequency of Usage of Payment Methods in Mobile Shopping, in % of Mobile Shoppers, September 2015
4.7. Delivery
Breakdown of Delivery Time Expectations, in % of Online Shoppers, 2014
Breakdown of Usage of Click and Collect and Same Day Delivery Service, in % of Internet Users, August 2015
4.8. Players
Top 15 Online Shops, by Sales, in EUR million, 2014
5. France
5.1. Overview
B2C E-Commerce Market Overview and International Comparisons, February 2016
5.2. Trends
M-Commerce Sales, in EUR billion, and in % Share of Total B2C E-Commerce Sales, 2015
Research and Purchase Methods, by Digitally and In-Store, in % of Online Shoppers, September 2015
5.3. Sales & Shares
B2C E-Commerce Sales, in EUR billion, by Comparative Estimates, Ranked by CAGR, 2013 - 2018f
B2C E-Commerce Share of Total Retail Sales, in %, by Comparative Estimates & Forecasts, 2013 - 2018f
5.4. Users & Shoppers
Internet Penetration, in % of Individuals, 2011-2015
Online Shopper Penetration, in % of Internet Users, 2011-2015
5.5. Products
Product Categories Purchased Online, in % of Online Shoppers, 2015
5.6. Payment
Payment Methods Most Used in B2C E-Commerce, in % of Online Shoppers, Q1 2014 & H1 2015
Value of Online Bank Card Payment Transactions, in EUR billion, and in % Year-on-Year Change, Q1 2015 - Q3 2015
5.7. Delivery
Delivery Methods Used in Online Shopping, in % of Online Shoppers, June 2014 & June 2015
Overview of Selected E-Commerce Delivery Statistics, incl. Delivery Time, Successful Delivery Rate, and Rate of Deliveries Not Completed, by Average and Detailed, 12 Months to August 2015
5.8. Players
Top 15 E-Commerce Websites, by Average Monthly Unique Visitors, in thousands, Q3 2015
6. Spain
6.1. Overview
B2C E-Commerce Overview and International Comparisons, February 2016
6.2. Trends
Value of E-Commerce Import Transactions, in EUR million, by Transactions with the EU, the USA, Latin America, Asia-Pacific, CEMEA, Rest of the World and Total, 2009 - 2014 & H1 2015
Devices Used for Online Shopping, in % of Online Shoppers, 2014 & 2015
6.3. Sales & Shares
B2C E-Commerce Sales, in EUR billion, and in % Year-on-Year Change, 2010-2014
B2C E-Commerce Share of Total Retail Sales, in %, 2015e & 2019f
6.4. Users & Shoppers
Number of Internet Users, in millions, 2013-2015
Breakdown of Online Shoppers, by Age and Gender, in % and in millions, 2015
6.5. Products
Products Purchased Online, in % of Online Shoppers, 12 Months to November 2015
6.6. Payment
Payment Methods Most Preferred in Online Shopping, in % of Online Shoppers, May 2015
Reasons for Online Shoppers Not to Return To a Shopping Website, incl. Payment, in % of Online Shoppers, May 2015
6.7. Delivery
Breakdown of Willingness to Pay for Fast Delivery, in % Online Shoppers, May 2015
Drivers for Online Shopping, in % of Online Shoppers, incl. Delivery-Related Services, May 2015
6.8. Players
Top 10 E-Commerce Websites, by Number of Unique Visitors, in millions, July 2015
7. Italy
7.1. Overview
B2C E-Commerce Overview and International Comparisons, February 2016
7.2. Trends
M-Commerce Sales, in EUR billion, 2013-2015f
M-Commerce Share of Total E-Commerce Sales, in %, 2014 & 2017f
Cross-Border B2C E-Commerce Imports, in EUR billion, and in %Year-on-Year Change, 2012 – 2015f
7.3. Sales & Shares
B2C E-Commerce Sales, in EUR billion, and in % Year-on-Year Change, 2011-2015e
B2C E-Commerce Share of Total Retail Sales, in %, 2015e
7.4. Users & Shoppers
Internet Penetration, in % of Individuals, 2011-2015
Online Shoppers Penetration, in % of Internet Users, 2011-2015
Number of Online Shoppers, by Age Group and Gender, in thousands, 2015
7.5. Products
B2C E-Commerce Sales Breakdown, by Product Categories, in EUR billion and in %, 2015e
7.6. Payment
Payment Methods Preferred in Online Shopping, in % of Online Shoppers, July 2015
7.7. Delivery
Breakdown of Delivery Methods Preferred in Online Shopping, in % of Online Shoppers, 2014
7.8. Players
Top 10 E-Commerce Websites, by Number of Unique Monthly Visitors, in millions, February 2016
8. Netherlands
8.1. Overview
B2C E-Commerce Overview and International Comparisons, February 2016
8.2. Trends
Breakdown of Devices Used in Online Shopping, in %, Q3 2014 & Q3 2015
Cross-Border Online Shopper Penetration, in % of Population, and Cross-Border Online Spending Penetration, in % of Total Online Spending and in EUR million, 2014
8.3. Sales & Shares
B2C E-Commerce Sales, in EUR billion, 2013 & 2014
Breakdown of B2C E-Commerce Sales, by Goods and Services, in % and in EUR billion, First 9 Months of 2015
B2C E-Commerce Share of Total Retail Sales, in %, 2014 & 2015e
8.4. Users & Shoppers
Online Shopper Penetration, in % of Internet Users, 2012-2014
Number of Online Shoppers, in millions, and % Year-on-Year Change, Q1 2015 - Q3 2015
8.5. Products
Product Categories Purchased Online, in % of Frequent Online Shoppers, 2014
8.6. Payment
Breakdown of Payment Methods Used in Online Shopping, in %, H1 2014 & H1 2015
8.7. Delivery
Usage of Same Day Delivery by Online Shoppers, by Already Used and Willing to Use, in % of Online Shoppers, September 2015
8.8. Players
Ranking of Top 10 Online Retailers, by Sales, in EUR million, 2014
9. Belgium
9.1. Overview
B2C E-Commerce Overview and International Comparisons, February 2016
9.2. Trends
Mobile Shopper Penetration among Internet Users, in %, 12 Months to April 2015
Breakdown of Online Spending, by Devices Used, in % of Online Shoppers, Q3 2015
9.3. Sales & Shares
B2C E-Commerce Sales, in EUR billion, 2014 & 2015e
B2C E-Commerce Share of Total Retail Sales, in %, 2014 & 2015
9.4. Users & Shoppers
Internet Penetration, in % of Individuals, 2011-2015
Online Shopper Penetration, in % of Internet Users, 2011-2015e
9.5. Products
Product Categories Purchased Online, in % of Online Shoppers, 2014
9.6. Payment
Online Payment Methods Used, in % of Online Shoppers, 2014
9.7. Delivery
Shipping Costs, in EUR million, and in % of Total Online Spending, Q1 2015 - Q3 2015
9.8. Players
Top Two B2C E-Commerce Market Players, in % Market Share, 2014
10. Sweden
10.1. Overview
B2C E-Commerce Overview and International Comparisons, February 2016
10.2. Trends
Cross-Border B2C E-Commerce Imports, in SEK billion and in % Quarter-on-Quarter Change, 2014
Mobile Shopper Penetration, in % of Internet Users, 2012-2015
10.3. Sales & Shares
B2C E-Commerce Sales, in SEK billion, 2010-2015f
B2C E-Commerce Share of Total Retail Sales, in %, 2014
10.4. Users & Shoppers
Internet Penetration, in % of Individuals, 2011-2015
Online Shopper Penetration, in % of Internet Users, 2011-2015
10.5. Products
Product Categories Purchased Online, in % of Online Shoppers, Q3 2015
10.6. Payment
Payment Methods Preferred in Online Shopping, in % of Online Shoppers, 2013 - 2015
10.7. Delivery
Breakdown of Maximum Amount of Days that Online Shoppers are Willing to Wait for Delivery, in % of Online Shoppers, Q1 2015
10.8. Players
Top 10 E-Commerce Websites, by Website Rank, January 2016
11. Austria
11.1. Overview
B2C E-Commerce Overview and International Comparisons, February 2016
11.2. Trends
Devices Used when Shopping Online, in % of Online Shoppers, February 2015
Mobile Shopper Penetration, by Age Group and Total, in % of Individuals, 2014 & 2015
11.3. Sales & Shares
B2C E-Commerce Sales, in EUR billion, 2014 & 2015
B2C E-Commerce Share of Total Retail Sales, in %, 2015
11.4. Users & Shoppers
Number of Internet Users, by Gender, Age Group and Total, in thousands, and Penetration, in % of Individuals in the Respective Group, 2015
Number of Online Shoppers, by Gender, Age Group and Total, in thousands, and Penetration, in % of Individuals in the Respective Group, 2015
11.5. Products
Product Categories Purchased Online, in % of Online Shoppers, 2015
11.6. Payment
Payment Methods Used in Online Shopping, in % of Online Shoppers, April 2015
11.7. Delivery
Delivery-Related Criteria Most Important for Choosing an Online Shop, in % of Online Shoppers, May 2015
11.8. Players
Top 15 Online Shops, by Sales, in EUR million, 2014

Download our eBook: How to Succeed Using Market Research

Learn how to effectively navigate the market research process to help guide your organization on the journey to success.

Download eBook

Share this report