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E‐Commerce » Trends, Best Practice | 13.07.2016

European B2C E-commerce Report 2016


Ecommerce Europe’s report reveals the potential and diversity the European e-commerce market offers to cross-border retailers. The European B2C E-commerce Report 2016, sponsored by Asendia, looks at the state of e-commerce across the continent, focusing on five regions and thirty countries.

Boasting a collection of very established markets (including France, Germany, and the UK) and emerging ones (such as Russia and Turkey), Europe is an interesting prospect to retailers. A notable 75% of Europeans (516 million people) use the Internet, while 43% (296 million) shop online.

Western Europe remains the largest e-commerce region by far, with a turnover of €252.9bn, but all markets are showing impressive growth, including Southern Europe, which has grown 17.1% year-on-year. Total e-commerce turnover in Europe is forecast to exceed €500bn this year, and shoppers have clear product preferences: €52.2bn was spent online on clothing last year, demonstrating clear promise to fashion retailers.

While the report offers a valuable introduction to European e-commerce, it also examines these thirty countries in depth, looking at population demographics and the economic outlook ‒ an excellent starting point for businesses considering exploring new markets.

Renaud Marlière, Chief Sales & Marketing Officer at Asendia, also features in the report, offering insights on cross-border e-commerce. He stresses the importance of excellent customer service in international markets, creating solid logistics networks, and why retailers should consider a range of delivery and return options.


The European B2C E-commerce Report 2016 is an ideal starting point to getting to know this market; download the free light report here.