Mintel’s Online Retailing Summary focuses on the five major economies in Europe (France, Germany, Italy, Spain and the UK). Online retailing is developing fast, even in the most developed online markets, such as Germany and the UK. However, the level of development varies considerably and, in general, southern Europe lags well behind Northern Europe. This report provides market dynamics, consumer behaviour, and retailer activity to give you a complete picture of the European online retail market in 2023.
Key Issues Covered in this Report
- The impact of the rise in the cost of living on the online retailing market
- Analysis of the size of the market and forecast for the next five years.
- Market share of major players, competitive strategies and innovations.
- Consumer usage of and attitudes towards online shopping.
- Where consumers do their online shopping.
Europe eCommerce Market Size
Following the boom in 2020 and 2021, European online retail sales entered a correction period in 2022 and declined by 6.4% across the top 5 economies in Europe. However, despite this decline, online retail sales were still around 45% higher compared to their pre-COVID 2019 level.
Online Retail in Europe – Key Trends
- Price is a key motivator for online retailing: Between 66% (in France) and 79% (in Germany) of consumers believe the best prices are found online. This perception places the online channel in a strong position in light of the current pressures on household finances caused by the cost of living crisis.
- Free delivery has become more important: In Europe, between 73% (in Italy) and 59% (in Germany) consumers say a retailer not offering free delivery services has stopped them from shopping with them online before.
- Sustainability is a key focus: There is a cross-section of areas relating to sustainability where consumers have strong feelings providing opportunities for retailers to differentiate themselves through their actions. Alongside expanding sustainable product ranges online, retailers can encourage circular business models such as product recycling.
Purchase the full report for a comprehensive overview of the Europe eCommerce market. Readers of this report may be interested in Mintel’s extensive eCommerce market research.
Expert Analysis from a Retail Specialist
This report, written by Utku Tansel, a leading retail analyst, delivers in-depth commentary and analysis to highlight current trends in the online retail market and add expert context to the numbers.
European online retail sales entered a correction period in 2022 but the channel’s reputation for good value still resonates with consumers and is driving demand.
Utku Tansel
Retail Analyst
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- Key issues covered in this Report
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Executive Summary
- Opportunities for the online retailing market
- Graph 1: attitudes to buying online, 2023
- Graph 2: attitudes to buying online, 2023
- Graph 3: attitudes to buying online, 2023
- Market dynamics and outlook
- Graph 4: total online spending (including VAT), 2018-27
- Graph 5: online spending by country, 2018-27
- Channels of distribution
- Graph 6: retailer type bought from online, by country, 2023*
- What consumers want and why
- Graph 7: proportion of online shoppers who have shopped at the top two online-only retailers, by country, 2023
- Graph 8: payment options used when shopping online, by country, 2023
- Graph 9: attitudes to buying online, 2023
- Retailer activity
- Graph 10: leading online retailers market shares, 2022
- Innovation and marketing
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Market Dynamics
- Market size and forecast
- Graph 11: estimated online spending (including VAT), 2018-22
- Graph 12: big five countries, estimated online spending (including VAT) and forecast, 2022-27
- Graph 13: Europe total estimated online spending (including VAT), 2018-27
- Macro-economic factors
- Graph 14: financial wellbeing by country, 2023
- Graph 15: future financial confidence, 2023
- Graph 16: change in financial situation over the past year, “Are you expecting to do any of the following as a result of rising prices? – Cut back on luxuries/non-essential products”, 2023
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What Consumers Want and Why
- What they buy online
- Graph 17: products bought online in the last 12 months, by country, 2023
- Where they shop online
- Graph 18: retailer type bought from online, by country, 2023
- Graph 19: proportion of online shoppers who have shopped at the top two online-only retailers, by country, 2023
- Graph 20: proportion of online shoppers who have shopped at the top two retailers with stores, by country, 2023
- How people pay for goods bought online
- Graph 21: payment options used when shopping online, by country, 2023
- Attitudes to online shopping
- Graph 22: attitudes to buying online, 2023
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Retailer Activity
- Key metrics and market share
- Graph 23: leading online retailers market shares, 2022
- Innovations and launch activity
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Individual Country Reports
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Appendix
- Report scope and definitions
- Methodology
- Data sources
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