WHERE DO EUROPEANS SHOP ONLINE?

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Europe is one of the biggest e-commerce markets in the world. Some of the major online retailer companies in Europe are Ikea, Zalando, and Otto. Due to the pandemic, Europeans have started to prefer online shopping more than ever. It is estimated that one-third of Europeans spend money on virtual shopping. Noticeably, there is an increase in online essentials shopping by 32%. Buying books and buying fitness equipment have increased by 32% and 13%, respectively. 37% of Europeans started online banking. Also, 28% of people have started to get their medicines online. 7% of the population is learning how to play musical instruments, while 14% followed online guidelines to cut their hair. Some of these new online shopping habits have emerged due to the coronavirus pandemic.

In Europe, Germany is one of the most popular e-commerce markets. As per the statistical report, Germans aged between 16 and 74 are the major part of online shopping. German stationery retailers are using online marketplaces like eBay or Amazon for the improvement of sales.

On average, Europeans order goods/services from national sellers. Peoples from Poland, Romania, Turkey, Hungary, and Sweden make online orders from domestic sellers. Peoples in Malta, Cyprus, Luxembourg, Iceland, and Montenegro are shopping online cross-borders. Only 26% of European online shoppers ordered goods/services from outside of their country, i.e., from non-European countries. Overall, most of the online shopping in Europe is offered from national sellers and sellers from on-EU countries.

The top 10 online retailers are from France, Germany, Spain, Italy, Luxemburg, Switzerland, and the USA.

The online retailers that are doing 100% online sales are Amazon (USA), YOOX NET A PORTER group limited (Italy), Zalando (Germany), Shop direct (UK), ASOS (UK), and Ocado Ltd (UK).

In online, fashion and footwear sectors are always highly preferred. Still, the food sector is less preferred by Europeans. As per the data analysis, online purchases in the food and grocery sector show a stable growth of 4.2%. 

In Europe, online shopping differs depending on the country. Britons (33%) prefer to spend more on online shopping for groceries when compared to their neighboring countries. Netherlands (16%), France (15%), and Belgium (13%) are spending less on groceries. Greek online shoppers prefer to book long-distance travel on the Internet. Countries such as Finland (31%), Sweden (22%), and Norway (22%) are engaged in online gambling. 

Countries like the UK, France, Spain, Ireland, and Italy mostly prefer cards for payment, whereas the Czech Republic, Germany, Netherlands, and Poland prefer online booking. A few of the countries in Europe prefer e-wallets, banking apps, and QR code scanning as the payment method. It is very clear that they are open to trying all payment methods for online shopping. Norwegians, Greeks, and Finns are showing hesitation to use the current technology.

Most of the Europeans do not shop across borders. The main reason for it is security concerns. According to the survey, 40% of online shoppers in Finland and Poland do not purchase from abroad as their country's commerce sites meet their requirements. They prefer clothing, accessories, footwear, books, DVDs, and video games if they are purchasing across borders.

The top 10 online stores and their turnover in Europe are given here for your reference.

  • Amazon (27.89 billion)
  • Otto (12.06 billion)
  • John Lewis (7.46 billion)
  • Apple (5.63 billion)
  • Zalando (5.39 billion)
  • Tesco (4.41 billion)
  • E.Leclerc (3 billion)
  • Metro Group (2.92 billion)
  • Shop Direct (2.65 billion)
  • Marks & Spencer (2.5 billion) 

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