The coronavirus pandemic has been disastrous for the vast majority of Europe’s retailers. Digital retail has benefitted, though. In Germany, we expect retail ecommerce sales to rise 16.2% this year, and total $92.33 billion.
Lower prices for most goods also pull shoppers back to Amazon—a key consideration for households feeling a financial pinch. Many smaller retailers are now locked into selling via Amazon, for better or worse. That trend seems to be most pronounced in Italy and Spain, where ecommerce had lagged behind markets such as France, Germany, and the UK.
Smart speaker penetration is lower in Germany and France. In Germany, there will be 11.4 million smart speaker users, or 13.7% of the population. By 2022, users will total 12.5 million users (14.9% of the population). In France, the number of smart speaker users—which has grown robustly in recent years—will reach 9.5 million, or 14.1% of the population.