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This report series covers the home shopping market in the 19 leading economies of Europe, five of these in depth: the UK, France, Germany, Italy, and Spain. The other 14 countries are covered in brief in our European Home Shopping Market section.

In total these 19 countries account for around 95% of all European retail sales, excluding Russia. The remaining ten countries are either too small (e.g. Luxembourg) or are not sufficiently well developed to warrant detailed coverage (e.g. Romania and Bulgaria). Many of the developing countries plus Russia and Turkey are covered in Mintel’s annual European Retail Handbook, as well as the Mintel report, Retailing in Emerging Markets – Europe, June 2011.

This data in its entirety is contained in the single copy 19-country report, which gives a full overview of home shopping in Europe. Single country reports are also available for the UK, France, Germany, Spain and Italy.

In the multichannel age, most retail sectors see a degree of home shopping. Thus, there are no definitive total home-shopping figures in the data published by the statistics office, typically the most comprehensive and reliable source of retail data.

The total home shopping market comprises three main elements:

  • Mail order – catalogue retailers (including online sales) and online pureplayers
  • Multichannel – online sales by store-based (multichannel) retailers
  • Direct selling and other smaller channels such as TV shopping and off-the-page adverts

For many European countries, there is official data for the first segment: as a legacy of catalogue shopping, European statistics offices typically publish data for the mail order sector, even if that sector has now expanded beyond catalogue operators to online pureplayers.

Our multichannel figures are estimates based on multiple sources, including statistics office figures, data from major retailers, figures from trade bodies, data on the proportion of consumers shopping online, information from trade sources, and Mintel analysts’ knowledge of national markets.

What's included

What's included

Table of contents

Table of contents

  1. Executive Summary

    • Report Scope and Technical Notes

      • Coverage
        • Definitions
          • Abbreviations
            • Technical notes
              • Financial definitions
                • Currencies
                  • Country codes
                    • Figure 1: Country codes
                  • VAT
                      • Figure 2: Europe: Standard VAT rates, 2010-12
                  • The Consumer

                    • Online shopping activities
                        • Figure 3: Italy: Online shopping activities performed in the past three months, January 2012
                        • Figure 4: Italy: Means of access for online shopping in the past three months, January 2012
                      • Broadband access
                          • Figure 5: Italy: Percentage of households having broadband internet access, 2006-11
                          • Figure 6: Italy: Percentage of households having broadband internet access, by type of household, 2011
                        • E-commerce penetration levels
                            • Figure 7: Italy: Last online purchase of goods or services for personal use, percentage of all individuals, 2007-11
                            • Figure 8: Italy: Online purchases of goods or services for personal use in the past 12 months, selected categories, percentage of all individuals, 2010 and 2011
                        • Sector Size and Forecast

                          • Economic context
                            • Total home shopping revenues
                              • Figure 9: Italy: Mail order sales, 2007-11
                              • Figure 10: Italy: Estimated home shopping market, 2007-11
                              • Figure 11: Home shopping channels of distribution, 2011
                              • Figure 12: Italy: Home shopping sales, 2011-17
                          • Leading Home Shopping Specialists

                              • Figure 13: Italy: Retail website visitors, May 2012
                              • Figure 14: Italy: Leading home shopping retailers, 2011
                          • Amazon Europe

                              • Figure 15: Sales as share of All non-store retailers sales in UK, 2007-2011
                              • Figure 16: Amazon Europe: Sales as share of All non-store retailers sales in Europe, 2007-2011
                            • Strategic evaluation
                              • Background
                                • Company performance
                                  • Figure 17: Amazon Europe: Estimated financial performance, 2007-11
                                • Retail offering
                                  • Consumer profile
                                    • Figure 18: Amazon: Socio demographic customer profile, May 2012
                                    • Figure 19: Amazon: Regional profile, May 2012
                                    • Figure 20: Amazon: Customers’ financial situation, May 2012
                                  • Product mix
                                    • Social networks, m-commerce and apps
                                    • Appendix – Broader Market Environment

                                      • Population
                                        • Figure 21: Europe: Population, by age group, 2005
                                        • Figure 22: Europe: Population, by age group, 2010
                                        • Figure 23: Europe: Population, by age group, 2015
                                        • Figure 24: Europe: Population, by age group, 2020
                                      • GDP
                                        • Figure 25: Europe: GDP (current prices), 2011
                                        • Figure 26: Europe: GDP growth rates (current prices), 2001-11
                                        • Figure 27: Europe: GDP growth rates (constant prices), 2001-11
                                      • Consumer spending
                                        • Figure 28: Europe: Households’ consumer spending (current prices), 2011
                                        • Figure 29: Europe: Households’ consumer spending growth rates (current prices), 2001-11
                                        • Figure 30: Europe: Households’ consumer spending growth rates (constant prices), 2001-11
                                      • Consumer prices
                                        • Figure 31: Europe: Harmonised index of consumer prices, 2001-11
                                      • Unemployment
                                        • Figure 32: Europe: Average rate of unemployment, 2001-11
                                      • Interest rates
                                        • Figure 33: Europe: Interest rates, 2005-Q4 2011
                                      • Consumer confidence
                                        • Figure 34: Europe: Consumer confidence, Apr 2011-Mar 2012

                                    This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

                                    • Market

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                                    • Consumer

                                      Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

                                    • Brand/Company

                                      Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

                                    • Data

                                      Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

                                    Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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