“Food” was the fastest-growing product category in B2C E-Commerce in Germany in 2020, followed by “Medication” according to this report.
The B2C E-Commerce market in the UK is estimated to be the largest in Europe in 2021
A great number of businesses/retailers in Western Europe have decided to focus on E-Commerce in the face of COVID-19. Moreover, Western Europe also observed a strong increase in B2C E-Commerce sales in 2020, and this growth rate is expected to progressively decline over the years, despite a steady increase in market size. The region's markets have seen significant growth in the online retail market. The U.K. continues to be region’s leader in B2C E-Commerce market size, growing more than 30% year-over-year in 2020. In 2021, the U.K.'s B2C e-commerce market share is expected to reach nearly one-third of retail sales. Another mature market is Germany, where the B2C E-Commerce market grew more than 20% year over year in 2020. In global ranking by value, Germany is estimated to be the sixth largest country by value in 2021. In Spain, value peaked in the fourth quarter of 2020, but year-over-year growth was fairly modest at just over 9%.
In Western European markets, consumers’ preferences mostly fell for “Fashion, shoes & accessories” and “Consumer electronics” in online purchases in 2020
When examining the markets more deeply individually, the pattern differs in each. For example, in the United Kingdom, more than 50% of respondents in 2020, bought clothes, shoes and accessories online, this was the leading product category. In Germany, however, the fashion and accessories segment ranked second, following consumer electronics, which accounted for nearly a quarter of total online sales in 2020. Home appliances and technology were the top product category consumers plan to buy online in the future, followed by clothing and cosmetics, according to the October 2020 survey.
Please note: For this report, the purchase of an Enterprise licence allows up to ten worldwide users of an organization access to the report.
Table of Contents
1. Management Summary
2. Global Developments
- B2C E-Commerce Sales Value, in USD trillion, and Year-on-Year Change, in %, 2019 - 2025f
- B2C E-Commerce Sales Value, in USD trillion, and Share, in % of Total Retail Sales, 2019 - 2025f
- Top 10 Countries, by B2C E-Commerce Sales Value, in USD billion, and Y-o-Y Change, in %, 2020 & 2021e
- Breakdown of Top 10 Countries, by B2C E-Commerce Sales, in % of Total Global B2C E-Commerce, 2021e
- Growth Rate of B2C E-Commerce Sales Worldwide and in the Top 10 Countries, incl. India, Brazil, Russia, in %, 2021e
- E-Commerce Sales Compound Annual Growth Rate, in % Year-on-Year Change, 2020 - 2024f
3. Europe
- 3.1. Regional Developments
- Overview B2C E-Commerce Market, November 2021
- Online Retailers’ E-Commerce Sales Value, in USD billion, 2019 & 2020
- Top 5 Fastest-Growing Online Retailers, in % Year-on-Year Change, 2020
- Top 5 Fastest-Growing Online Product Categories, in % Year-on-Year Change, 2020
- Online Shopper Penetration Rate, by Age Group, in % of Internet Users, 2015 – 2020
- Internet Penetration in the EU, by Country, in % of Individuals, 2015 – 2020
- Online Shopper Penetration in the EU, by Country, in % of Individuals, 2015 – 2019
- Online Shopper Penetration in the EU, by Country, in % of Individuals, 2020
- B2C E-Commerce Sales Value, in USD trillion, and Year-on-Year Change, in %, 2019 - 2025f
- B2C E-Commerce Sales Value, in USD trillion, and Share, in % of Total Retail Sales, 2019 - 2025f
- Top Payment Methods Preferred, by Before & After COVID-19, in % of Adults, March 2021
3.2. Western Europe
3.2.1. UK
- B2C E-Commerce Market and Players Overview, November 2021
- Impact of Brexit on Domestic & Cross-border B2C E-Commerce Market, November 2021
- B2C E-Commerce Sales Value, in GBP billion, and Year-on-Year Change, in %, 2019 - 2024f
- B2C E-Commerce Sales Value, in GBP billion, and Share, in % of Retail Sales, 2019 - 2024f
- Share of Retail Sales, by E-Commerce and Non-E-Commerce, in % of Total Retail Sales, 2019 - 2025f
- Proportion of Online Sales Value in Retail in Select Sectors, in %, and Month-on-Month Change, in %, August 2021
- Online Purchases, by Product Category, by Age Group, and Average, in %, 2020
- Top 5 Marketplace Websites, incl. Web Visits, in millions, Average Visit Duration, in minutes, Bounce Rate, in %, and Top 5 Countries by Share of Visits, in %, September 2021
- Weekly Hours Spent in Shopping Apps, in millions, by Weeks, December 29th, 2019 & December 27th, 2020
- Frequency of Online Shopping Within the Last 3 Months, in % of Adults, 2020
- Share of Contactless Card Payments Made In Stores, in % of Card Payments, 2020
- Top Preferred Payment Methods, in % of Consumers, January 2021
- Value of Debit Card Spending, in GBP billion, July 2019 & July 2020
- Value of Credit Card Spending, in GBP billion, July 2019 & July 2020
- Value of Faster Payments via Pay.uk, in GBP billion, and Year-on-Year Change, in %, December 2019 – December 2020
- Shares of Faster Payments in Total Payments, in %, November 2019 & November 2020
- Top Product Categories Purchased via the BNPL service, in % of Adult Respondents, June 2021
- Breakdown of Credit and BNPL Providers Used, in % of Respondents, October 2020
- Breakdown of Adults’ Attitudes Towards the Potential Increase of The Limit for Contactless Transactions, in %, February 2021
- Top 3 Factors To Encourage Consumers To Try Open Banking Payment Method, in % of Online Shoppers, January 2021
- Share of Consumers Who Did not Complete a Payment Online, in%, & Top Reasons for Not Completing a Payment Online, in % of Online Shoppers, January 2021
3.2.2. Germany
- B2C E-Commerce Market and Players Overview, November 2021
- B2C E-Commerce Sales Value, in EUR billion, and Year-on-Year Change, in %, 2010 - 2021e
- B2C E-Commerce Sales Value, by Product Category, in EUR billion, 2020
- Breakdown of Product Categories, in % of Total Online Sales Value, 2020
- E-Commerce Sales Value, by Product Category, and Y-o-Y Change, in %, 2019 & 2020
- Online Sales Value, by Non-Food and Food Category, in EUR billion, 2018 - 2020
- Top 10 Online Shops, by Sales, in EUR million, 2020
- Breakdown of Amazon and Marketplaces in B2C E-Commerce, in %, 2019 & 2020
- Top 5 Marketplace Websites, incl. Web Visits, in millions, Average Visit Duration, in minutes, Bounce Rate, in %, and Top 5 Countries by Share of Visits, in %, September 2021
- Breakdown of Devices Used for Online Shopping, in % Online Sales, 2018 - 2020
- Preference for Stores, Restaurants/Other Sales Outlets to Offer At Least One Digital Payment Option, by Age Group, in % of Adults, August 2021
- Weekly Hours Spent in Shopping Apps, in millions, by Weeks, December 29th, 2019 & December 27th, 2020
- Breakdown of the Usage Frequency of Payment Options in the Last 3 Months, incl. a Card, Smartphone or Smartwatch, in % of Respondents, May 2021
- Breakdown of the Usage Frequency of Payment Options with a Card or a Smartphone/Smartwatch in the Last 3 Months, in % of Respondents, May 2021
- Share of Retail Companies Who Sell Goods Online, in %, 2019 & 2021
- Top Channels Used to Sell Goods/Services Online, in % Retail Companies, 2019 & 2021
- Top Delivery Options Used When Products Bought Online, in % of Retail Companies, 2019 & 2021
- Top Compromises to Be Made to Make More Sustainable Digital Purchases, in % of Online Shoppers, December 2020
- Number of Click-and-Collect Buyers, in millions, and Share, in % of Population, 2020 - 2024f
- Breakdown of Product Categories Where Click & Collect Service was Used, in % of Internet Users, 2020
3.2.3. France
- B2C E-Commerce Sales Value, in EUR billion, 2019 & 2020
- Share of B2C E-Commerce, in % Total Retail Trade, 2019 & 2020
- Weekly Hours Spent in Shopping Apps, in millions, by Weeks, December 29th, 2019 & December 27th, 2020
- Top Product Categories That Will Be Purchased Online in the Future, incl. “Apparel”, in % of Consumers, October 2020
- Top 3 Product Categories Purchased Cross-Border, incl. “Clothing/Apparel”, in % of Online Shoppers, February 2021
- Top Devices Used to Make a Purchase Online, in % of Internet Users, January 2021
- Top Delivery Methods Used, in % of Internet Users, January 2021
- Top E-Commerce Websites, by Number of Users, in millions, and Share of Users Who Made a Purchase on the Site over the Past 12 Months, October 2020
- Top 5 Marketplace Websites, incl. Web Visits, in millions, Average Visit Duration, in minutes, Bounce Rate, in %, and Top 5 Countries by Share of Visits, in %, September 2021
- Top Payment Application Used, incl. Google Pay and Apple Pay, in % of Adults, January 2021
- Top Payment Application to be Used in the Future, incl. Paylib, Google Pay and Apple Pay, in % of Adults, January 2021
- Share of Adults Who Trust Mobile Payments, in %, January 2021
- Top Barriers for Using Mobile Payments in a Store, in % of Adults, January 2021
3.2.4. Spain
- B2C E-Commerce Sales Value, in EUR million, and Year-on-Year Change, in %, Q1 2019 - Q1 2021
- B2C E-Commerce Sales Value, by Cross-border and Local, in EUR billion, Q1 2019 - Q1 2021
- Share of Online Shoppers, in % of Total Population, June 2021
- Breakdown of Online Shopping Frequency, in % of Online Shoppers, June 2021
- Breakdown of Spending Amount When Purchasing Online, in % of Online Shoppers, June 2021
- Top Reasons for Purchasing Online Despite the Existence of a Physical Store, in % of Online Shoppers, June 2021
- Top Product Categories Purchased or Ordered Online, in % of Online Shoppers, June 2021
- Breakdown of Store Types, in % Sales Generated in the Last 6 Months, June 2021
- Top Barriers Which Occurred When Setting Up E-Commerce among Business Professionals and Their Clients, in % of E-Commerce Professionals, June 2021
- Top Marketplaces Used for Shopping, in % of Adult Online Shoppers, May 2021
- Top 5 Marketplace Websites, incl. Web Visits, in millions, Average Visit Duration, in minutes, Bounce Rate, in %, and Top 5 Countries by Share of Visits, in %, September 2021
- 3.2.5. Italy
- B2C E-Commerce Sales Value, by Product & Services, in EUR billion, 2018 - 2021e
- Top 5 Marketplace Websites, incl. Web Visits, in millions, Average Visit Duration, in minutes, Bounce Rate, in %, and Top 5 Countries by Share of Visits, in %, September 2021
Companies Mentioned (Partial List)
A selection of companies mentioned in this report includes, but is not limited to:
- Afterpay
- Alibaba
- Aliexpress
- Allegro
- Amazon
- Apple Pay
- Apple
- Argos
- Carrefour
- Cashper
- Cdiscount
- Clearpay
- Ebay
- El Corte Ingles
- Etsy
- Fenton
- Floa
- Fnac
- Gap
- Google Pay
- H&M
- Ikea
- Klarna
- Media Markt
- Openpay
- Otto.de
- Pay.uk
- Paylib
- Samsung Pay
- Saturn
- Sberbank
- VanMoof
- WebMoney
- Wildberries
- Wish
- Yandex.Money
- Zalando
