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The West wins when it comes to European web sales

Published: 09 Dec 2014 02:54:10 PST

The Western European region, made up of Belgium, France, Ireland, Luxembourg, the Netherlands and the United Kingdom, accounted for 49% of total Europe e-commerce spending in 2013.

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Online sales will reach 204.7 billion euros ($259.80 billion) in Western Europe this year, according to Ecommerce Europe, an umbrella organization representing more than 25,000 companies. That’s up from 177.7 billion euros ($225.53 billion) a year earlier for an increase of 15.2%.

The area designated as Western European by the study—Belgium,  France, Ireland, Luxembourg, the Netherlands and the United Kingdom—accounted for 49% of total Europe e-commerce spending in 2013, though it accounts for only 20% of Europe’s population. Additionally, 95 million consumers in Western Europe bought goods and services online in 2013, Ecommerce Europe says.

U.K. shoppers spent the most in 2013 with 107.1 billion euros ($135.93 billion) and Ecommerce Europe projects online consumers there will spend 127.4 billion euros ($161.69 billion) in 2014, up 19%. France and the Netherlands rank second and third with expected total sales of 57.5 billion euros ($72.98 billion) and 11.5 billion euros ($14.60 billion), respectively, in 2014.

Western European online shoppers spent an average of 1,867 euros ($2,370) online in 2013. That is 35.7% higher than the European average of 1,376 and 24.5% higher than the 28 countries in the European Union, which averaged 1,500 euros ($1,904) per shopper.

The British spent the most on average per person online at 2,614 euros ($3,318). Within Western Europe, Ireland, Luxembourg and France follow with 1,643 euros ($2,085) 1,533 euros ($1,946) and 1,503 euros ($1,908), respectively, per online shopper.

Meanwhile, the Netherlands, with 982 euros ($1,246) spending on average per shopper in 2013, and with Belgium at 647 ($821) euros, fall far behind other countries in the regions.  In Belgium, e-commerce is still growing strongly and Ecommerce Europe expects the country to catch up in online sales quickly. The Netherlands, meanwhile, is considered a more mature market in terms of online sales and the high density of bricks-and-mortar stores reduces the need to buy online compared to other countries, Ecommerce Europe says.

The Western European population is estimated to be 162.4 million as of the end of 2013, or one-fifth of Europe’s population. Internet penetration in Western Europe is 87%. That’s higher than the average for all of the continent  (74%) and the average for European Union member states (77%). Western Europe web penetration is led by the Netherlands and Luxembourg both with 95%, followed by the U.K. and France, with 88% and 84% respectively.

By Katie Evans Managing Editor, International Research
September 29, 2014, 11:34 AM

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