E-commerce continues to account for an increasing share of overall retail sales across the globe. In the developed markets of Western Europe, B2C e-commerce will represent nearly 14 percent of total retail by 2022, according to a new report from Forrester. The Cambridge, Mass.-based consultancy recently predicted a similar rise for the U.S.
Across the globe, e-commerce currently accounts for less than 10 percent of total retail spending. In the next five years, Forrester predicts e-commerce in Western Europe, which includes the third- (U.K.), fifth- (Germany) and sixth-largest (France) e-commerce markets in the world, will grow at an average annual rate of 11.3 percent.
While the category is growing as an online presence, groceries are the vertical holding down overall online numbers. Not including groceries, of which online sales will account for only 4.4 percent of total sales by 2020, online sales of all other retail segments will make up 20 percent of total retail sales. For certain merchant verticals including music, video and DVD, computers, tickets, books, software, video games and toys, more than half of all revenue will come from online sales.