Countries Covered: France, Germany, Italy, Spain, United Kingdom
Publication Date: 14/12/2021
Questions Covered in the report:
- What is the projected B2C E-Commerce market value and its share of the overall retail market in Western Europe in 2025?
- How did COVID-19 impact the preferences of payment methods in Western Europe in 2020?
- What is the proportion of retail companies in Germany selling goods online in 2021?
- Which E-Commerce retailer in France had the largest number of customers in 2020?
Amazon.de was the largest online retail store in Germany in 2020 based on generated revenue in the country: new yStats.com report.
Due to the COVID-19 enforced restrictions on movement in Western Europe, the retail market experienced significant changes such as the digitization of operations in 2020. The vast number of businesses/retailers in the region made a decision to invest in E-Commerce. The B2C E-Commerce sales value growth rate reached almost 30% y-o-y in 2020 from 2019, and despite the projected further decline in the growth rate, the market size is predicted to progressively accelerate, as is the share in the overall retail market, surpassing the 15 percent mark region-wide by 2025. The major markets in the region as well have seen tremendous developments in the online retail market, with the UK still being the regional leader in B2C E-Commerce market as it saw over 30% y-o-y growth in 2020. In 2021, the market share of B2C E-Commerce in the UK was expected to reach almost a third of total retail sales. Another advanced market, Germany had its B2C E-Commerce market increase by more than 20% y-o-y in 2020. Germany was estimated to be the sixth in online sales value globally in 2021. In Spain, the online sales value peaked in Q4 2020, a modest increase of 9% compared to the same period in the previous year. Furthermore, a considerable part of overall B2C E-Commerce sales value in Spain was held by transactions from Spain to abroad.
“Clothes”, “shoes & accessories” and “electronics” categories were the most purchased online in most Western European countries in 2020
Because consumer behavior rapidly changed after the onset of COVID-19, the preference for what to buy online varied in most countries. Generally, in most markets of Western Europe clothes, shoes & accessories, and electronics were commonly ranked as the top categories purchased when shopping online in 2020. For instance, in the UK, over half of respondents on average purchased clothing, shoes, and accessories online in 2020, which was the leading product category. In Germany, however, the fashion & accessories segment fell to second place, following consumer electronics, which in 2020 accounted for almost a quarter of total online sales. Appliances and technology was the top product category that consumers planned to purchase online in the future, followed by apparel and beauty & cosmetics, according to an October 2020 survey cited in the yStats.com publication. Technology/communication, entertainment/culture, and food were the top 3 product categories purchased online in Spain, as per a June 2021 survey.