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E-commerce in Europa, what is your potential?

E-commerce in Europe is still going up. A lot of potential is still visible as 78% of e-shoppers have the intention to start buying online a new product category.

How to boost and lead this growth?

  1. In general, the market is stable and the category ranking did not change significantly compared to 2016 with fashion (46%) and books (39%), still being the first and second most bought products online.
  2. The maturity of each category is at different stages in the different countries, confirming that specificities by country still exist. So take in account local differences when exploring several markets. 
  3. Regarding growth potential, books, high-tech/ electronics, as well as household products like small home furniture and home appliances, show the highest chances to attract new online buyers in the future.
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