Report: European M-Commerce Growing

Oct. 25, 2013

One in seven European smartphone users reported having completed a retail transaction on their phone in the last month, according to a new report from digital measurement company comScore. The study also showed the percentage of consumers in Europe who accessed online retail sites and apps from June through August using their mobile device grew by 43 percent compared to the same time last year. Differences among various countries in the region, however, were stark.

Spain was the fastest growing mobile-commerce market, increasing 66.5 percent to nearly 3.3 million smartphone users accessing mobile retail sites or apps during the three-month period. Italy ranked second with a growth rate of 61.3 percent to almost 5.6 million smartphone users accessing those sites on their device. Year-over-year, Italy ranks first with a 4.8 percentage point increase, reaching a level of 19.3 percent of smartphone users accessing retail sites in a month. In raw terms, Germany has the biggest mobile-commerce market with nearly 10 million users, followed by the UK with 9.7 million.

The number of Europeans engaging in m-commerce transactions has increased by 37 percent over the year from 16.6 million users in August 2012 to 22.8 million in August 2013, according to comScore.