September 1, 2016
The U.K. will continue its e-commerce dominance in Western Europe through 2020 despite any concerns posed by its exit from the European Union, according to a new report from eMarketer. The report also predicts that, while e-commerce growth there will be slower than the U.K., growth in mobile transactions will contribute to Germany retaining its position as second-strongest e-commerce market in the region. U.K. retail e-commerce sales will rise from $92 billion last year to more than $145 billion in 2020. At the same time, German e-commerce sales will increase from nearly $52 billion to more than $77 billion. In the German market, despite overall retail sales that are predicted to remain flat, an active smartphone environment will buoy overall e-commerce.
“We’re confident that retail e-commerce sales in Germany will post strong and steady growth between now and 2019,” said Karin Von Abrams, senior analyst for eMarketer . “Despite a rather disappointing retail climate overall, Germany remains one of Europe’s stronger economies, and most consumers enjoy substantial disposable income. That’s also helping to promote robust smartphone uptake. We estimate that the number of smartphone owners in the country will reach 46.9 million in 2016, and climb to 50.8 million next year. As retailers up their game and provide more seamless service across devices, shopping and buying via mobile will become even more widespread. Hence the rapid rise of m-commerce, which will account for about one-third of all retail e-commerce sales in 2016.”