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Mobile Set to Take Double-Digit Share of Western Europe's Online Holiday Sales

Value of sales via tablets and smartphones will be up 68%

It was bound to happen. With penetration of smartphones and tablets reaching significant levels in most Western European countries—eMarketer estimates that more than 47% of Western Europe’s mobile phone users will have a smartphone by the end of 2013—consumers are naturally transferring some of their online shopping and buying to these mobile devices.

According to a recent report from Adobe titled, “Online Holiday Shopping Forecast and Trends 2013,” 12.4% of all seasonal online sales in key Western European markets will be made on mobile devices this year. Mobile sales will be 68% higher than during the holiday period in 2012. The report assessed consumer spending patterns in Austria, Denmark, France, Germany, Italy, Netherlands, Norway, Spain, Sweden, Switzerland and the UK.

The UK—which already leads other European nations in mcommerce—topped the Adobe rankings, with a projected 20.4% of online holiday sales happening via mobile. The estimated shares in France and Germany were below the regional average, at 9.5% and 10.6%, respectively.

So far, shoppers in the region are doing far more buying on tablets than on smartphones. Nonetheless, Adobe projects that the value of purchases made via tablet will leap 60% over 2012. Smartphones aren’t yet so popular for mobile buying but are beginning to catch on as more retailers offer user-friendly mobile sites and apps to facilitate secure transactions. And sales via smartphone are now growing more rapidly than sales via tablet. According to Adobe, the value of smartphone purchases will rise by 97% this year.

As 2014 progresses, ecommerce sales in the region will continue to climb sharply, eMarketer estimates, and will exceed $326 billion by the end of the year, a gain of 11.9% compared to 2013. Mobile will, of course, claim an ever-larger share of those online sales in every major market.


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