New research has found that 100 million European online shoppers will spend an average of EUR1000 each, and drive online retail past the EUR100 billion mark. Online retail sales in Europe will more than double in the next five years, to EUR263 billion in 2011, as the number of online shoppers grow to 174 million. Fueled by improved supply and aided by comparison shopping sites, a more confident online shopper will increase his average yearly Net retail spending to EUR1,500.
In the UK, Net consumers will outspend even their US counterparts online. The winning Net purchase categories are travel, clothes, groceries, and consumer electronics, all above the EUR10 billion per year mark. Online Europeans learned to shop online at sites like Amazon.com and Expedia.com for CDs, books, and airline tickets – products that don’t necessarily offer the great high-street shopping experience that shoes do. But the more experienced online shoppers keep expanding their Net purchase categories.
As per the findings, the UK continues to head up the European league of online spenders, as forecast by Forrester, followed by Germany. The average UK online shopper will spend EUR1,744 online in 2006 and EUR2,410 in 2011, driving UK eCommerce from EUR43 billion in 2006 to EUR76 billion in 2011, 29 percent of total European Net retail.
The average German online consumer will almost double his online purchases, from EUR786 in 2006 to EUR1,441 in 2011 – almost half of what UK Net consumers spend online. The sheer scale of shoppers – 43 million in 2011, a quarter of all online European shoppers – ensures Germany’s strong second place on Europe’s eCommerce map.
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