Affiliate Marketing News: What website do Europeans shop mainly on?

According to data from Eurostat in 2018, 69% European Internet users participate in online shopping. Compared with 2017, the growth rate reached 1.5%. The United Kingdom, Denmark, the Netherlands, Sweden, Germany and Norway are still the top five countries for online shopping, with 80% Internet shopping users.

Let’s take a look at the places where Europeans shop the most online, and compare their domestic and cross-border online orders.

In 2018, most European users (88%) chose domestic sellers to purchase personal goods and services. The main countries are Poland, Romania, Turkey, Hungary and Sweden, where more than 90% of shoppers buy domestic goods.

46% of European online shoppers buy goods from sellers abroad (other EU or non-EU countries). In Malta, Cyprus, Luxembourg, Iceland and Montenegro, more than 85% of online shoppers choose to shop across borders.

A quarter (26%) of European online shoppers purchase goods and services from countries outside the EU. More than 60% of online orders in Montenegro, Iceland and Malta come from countries and regions outside the European Union.

Interestingly, most of the online shopping orders with unknown origin are from France (24%), Italy (21%), Austria (18%), the United Kingdom (17%) and Spain (16%).

Online shopping in Europe is mainly composed of domestic sellers and foreign sellers in Europe (other EU or non-EU countries). Let’s take a look at the e-retailer-supply side.

E-commerce retail indexBased on the total turnover, the top 100 e-retailers in Europe in 2017 are ranked. Of the top 25 e-retailers, most (10) are from the UK, four are from France, three are from Germany, two are from Spain, and the others are from Italy, Luxembourg, Switzerland and the United States.

The e-retailers of all online sales (100%) are Amazon (US), Zalando (Germany), YOOX NET A PORTER Group Ltd (Italy), Shop Direct (UK), ASOS (UK) and Ocado Ltd (U.K). Amazon had the highest online sales turnover in 2017, reaching 30.4 million euros.

If analyzed by industry, most retailers are concentrated in fashion, footwear, or all industries like Amazon. The proportion of online retail in the food industry is still very low. Eurostat data shows that online purchases in the food and grocery industry have grown steadily (4.2%), and 25% of the online goods and services ordered are for food and groceries.

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