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Online Trends 2010 - Research Report
The Online Trends 2010 report into ecommerce
in 12 European countries is sponsored by Kelkoo, Europe's largest
e-commerce website, and prepared by Professor Joshua Bamfield, Centre
for Retail Research.
Market share
- E-commerce or online retailing is one of the fastest growing
markets in Europe. Worth £39,800 million in 2003 it has grown
to £127,700 million by 2009.
- UK 2009 online sales are £38 billion (€42.7 billion) or 9.5%
of UK retail trade (+12% on 2008) making UK consumers first in
Europe for their use of online retailing.
- The report provides the first estimates of online sales in
2009. By 2009, European online sales of £127.7 billion (€143.7
billion) represented 4.7% of total retail sales.
- Online retailers in the UK, Germany and France accounted for
70.2% of European online sales.
Figure 1
Online Sales in 2009
Internet and broadband
- An average of 64% of households in Europe were connected to
the Internet in 2008, and 52.3% used broadband. The Nordic countries
and The Netherlands much higher internet penetration (over 80%),
and broadband rates of more than 70%. This investment in fast
communications is expected to lead to higher online market shares,
although Germany and the UK (with the highest online market shares)
do not rank high in telecoms speeds compared to northern Europe.
However France, Germany and the UK all had announced plans to
provide high-speeds telecommunications to a majority of areas.
Online forecasts for 2010
- In 2010, we expect online sales in Europe to grow by
19.6% to a new total of £152.8 billion (€171.9 billion).
This represents a 5.5% share of the total retail marketplace (9.5%
in 2009).
- UK: a cautious forecast of 12.4% growth pa
produces sales of £42.7 billion (€48.0 billion). This
means that the UK will be the first European country with online
sales of more than 10% (10.5%) in 2010.
- France: online sales will continue to grow
at 30%+, creating total online 2010 sales of £28.9 billion (€32.5
billion).
- Poland: will grow by 36.4% to £3.0 billion
(€3.4 billion).
Table 1
Online Sales by Country and Forecast for 2010 (All totals in billions)
| |
Online Share of Retail Market 2009
|
Estimated Growth in All retail Sales 2010
|
Increase Online Sales 2009-10
|
2010 online share of all retail business
|
| UK |
9.5% |
1.7% |
12.4% |
10.5%
|
| Germany |
6.9% |
1.9% |
17.2% |
7.9%
|
| FRance |
4.9% |
1.3% |
31.4% |
6.3%
|
| Italy |
0.8% |
0.2% |
20.5% |
1.0%
|
| Spain |
1.0% |
-0.1% |
25.0% |
1.2%
|
| Benelux |
3.5% |
1.5% |
21.6% |
4.3%
|
| Norway |
6.3% |
1.7% |
20.7% |
7.5%
|
| Sweden |
4.8% |
1.7% |
18.0% |
5.6%
|
| Denmark |
6.1% |
1.4% |
17.1% |
7.0%
|
| Switzerland |
4.8% |
1.7% |
17.6% |
5.6%
|
| Poland |
2.0% |
2.0% |
36.4% |
2.6%
|
| Finland |
4.9% |
1.4% |
21.7% |
5.9%
|
| Totals |
4.7% |
1.4% |
19.6% |
5.5%
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