Report confirms strong European e-commerce growth

Thursday, May 30, 2013 - 10:49 by Graham Miller

More people are shopping online than ever before and a new report from Ecommerce Europe has found that continental revenues generated by web-based retail activities topped 226.6 billion over the course of 2012.

This was an increase of almost 20 per cent when compared with the sales achieved via safe shopping online in 2011 and indicates that European consumers are becoming increasingly eager to spend their cash through internet outlets.

The UK is home to one of Europe's most vibrant e-commerce markets, with average British consumers spending more online each year than their continental contemporaries.

The study also found that m-commerce is going to have an increasing impact on the market over the next 12 months, particularly in the UK.

In 2012 about 12 per cent of purchases made via safe shopping online were carried out from a mobile device like a smartphone or tablet. This is likely to increase again in 2013 as consumers become increasingly aware of the m-commerce platforms which are available to them.

Report spokesperson, Wijnand Jongen, said that the UK was being joined by Scandinavian nations in leading the rest of Europe when it comes to e-commerce usage.

He also said that he expects m-commerce sales to increase dramatically as almost half of all European citizens now own a smartphone, which is the perfect platform for buying products while you are on the move.

While high street sales continue to struggle in the wake of the global recession, the web is proving to be a vibrant place for retail, with thriving businesses serving millions of people across Europe.

The UK is often seen as a proving ground for e-commerce platforms because consumers here are so in tune with online shopping and have high expectations when it comes to service.