Mintel’s European retail report series covers the 19 leading economies of Europe. In total these countries account for around 95% of all European retail sales, excluding Russia.
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Across the 19 markets covered here online retail sales totalled an estimated €166 billion in 2012.
The focus of this report is online shopping for goods – not services. Our market size and forecast is for all online retail sales, transacted online. Online retail sales exclude purchases of services such as travel or event tickets and digital downloads/streaming.
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Table of Content
Executive Summary – Europe
Market size
Figure 1: Europe: Estimated online retail sales (incl. VAT), 2008-18
Figure 2: Europe: Online retail sales, distribution by major markets, 2013 and 2018
Market shares
Figure 3: Europe: Leading internet retailers’ shares of European online retail sales, 2011-12
The consumer
Percentage shopping online
Figure 4: Europe: Percentage of all individuals having ordered goods or services online in the past three months, 2008-12
How they shopped from home
Tablets are seen as having cannibalized sales of PCs and e-readers. While this is certainly true of the e-readers, looking forward, the dinner and the diner may be flipped—advances in smartphones and laptop offerings may result in a cannibalization of tablet sales.
Product innovation is a key strategy to ensure that eating out operators do not lose further share of the ‘leisure pound’ by putting the excitement back into what is essentially a leisure experience.
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