Report: E-Commerce Growth Rate Decelerating in U.K., Mobile and Logistics Strength Lead to Omnichannel Strength
April 25, 2016
Retail e-commerce sales in the U.K. are expected to account for €173.7 billion ($195.1 billion) in 2016, up from €157.1 billion ($176.4 billion) last year, according to a new report commissioned by Ecommerce Europe . If the trade group’s prediction holds, it may signal growth in the world’s third-largest e-commerce market is levelling off. While 10.5 percent growth in 2016 still is impressive, it follows growth rates of 11 percent in 2015, 12.6 percent in 2014 and 14 percent in 2013.
Smartphone penetration continued to grow as 71 percent of U.K. consumers 15 years and older reported using a smartphone in 2015. Increasingly, the report found, they are using those phones to transact online. In 2015, m-commerce sales in the U.K. totaled €31.1 billion ($34.9 billion). Combined with effective logistics (the report rated the U.K.’s logistics environment as Europe’s fourth-best), omnichannel commerce has flourished.
"Multiple choice final mile delivery options including PickUp/DropOff are really important here," said Frederic Petton, CEO of Ascendia UK, in the report. "Things like CollectPlus are widening the choice for both retailers and customers. We’re also seeing click and collect grow in popularity, reducing costs for the retail channel and consumers."