Western Europe Retail and Ecommerce Update: eMarketer's Estimates and Forecast for 2016–2021 - eMarketer
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Western Europe Retail and Ecommerce Update: eMarketer's Estimates and Forecast for 2016–2021

eMarketer Report

By: eMarketer

Published: January 10, 2018

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

Because Western Europe already has a well-developed retail ecommerce market, most future growth will come from mobile commerce. eMarketer projects that retail mcommerce sales in the region will more than double between 2016 and 2021, when they will top $200 billion for the first time.

  • Despite sluggish employment and wage growth in France and Germany, Western Europe’s economy is performing well overall. This will have a positive impact on the region’s total retail market, which is expected to grow by 1.6% in 2018 to $3.894 trillion.
  • This year, for the first time, digital purchases will account for more than one-tenth (10.2%) of total retail sales in Western Europe. This share will be significantly higher in the UK, at 21.2%, partly due to large numbers of foreign consumers buying from UK-based ecommerce platforms.
  • eMarketer’s first estimates of retail mcommerce sales in Western Europe show that there is significant variation in mcommerce development across the region. In the Netherlands, just 29.1% of retail ecommerce sales will come from mobile devices in 2018, compared with 45.6% in the UK and 38.7% in Germany. The average for Western Europe is close to Germany’s figure, at 37.7%.
  • Mcommerce will be the biggest driver of retail sales growth across the region. eMarketer estimates retail mcommerce sales in Western Europe will rise at a compound annual growth rate (CAGR) of 17.8% between 2016 and 2021.

"Mcommerce sales in Western Europe will rise from $96.29 billion in 2016 to $218.26 billion in 2021, when they will account for 42.6% of the region’s retail ecommerce market."

Table of Contents

Western Europe Overview

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13 charts are included in the full report:

Western Europe Retail and Ecommerce Update: eMarketer’s Estimates and Forecast for 2016-2021

Retail Mcommerce Sales in Western Europe, 2016-2021 (billions, % change and % of retail ecommerce sales)

Western Europe Overview

Total Retail Sales in Western Europe, by Country, 2017-2021

Retail Ecommerce Sales

Retail Ecommerce Sales in Western Europe, 2016-2021 (billions, % change and % of total retail sales)

Retail Ecommerce Sales Share in Western Europe, by Country, 2016-2021 (% of total retail sales)

Consumers in Select Countries/Regions in Europe Who Have Made Cross-Border Digital Purchases from the UK, Spring 2017 (% of respondents)

Consumers in Select Countries/Regions in Europe Who Have Made Cross-Border Digital Purchases from Germany, Spring 2017 (% of respondents)

Retail Ecommerce Sales in Western Europe, by Country, 2016-2021

Retail Mcommerce Sales

Retail Mcommerce Sales in Western Europe, 2016-2021 (billions, % change and % of retail ecommerce sales)

Retail Mcommerce Sales Share in Western Europe, by Country, 2016-2021 (% of retail ecommerce sales)

Cross-Border vs. Domestic Retail Ecommerce Spending in Finland, 2016 (billions of €)

Retail Mcommerce Sales in Western Europe, by Country, 2016-2021

Digital Buyers

Digital Buyer Penetration in Western Europe, by Country, 2016-2021 (% of internet users)

Digital Buyers and Penetration in Western Europe, by Country, 2016-2021