L'évolution du e-commerce en Europe
growth continues thanks to digitization

Researchers at the Center for Market Insights at the Amsterdam University of Applied Sciences have just published a study that takes stock of e-commerce in Europe over the year 2020 and 2021. The observation is clear: businesses and consumers are in a dynamic of digitalization.

The global digitization of the industry is pushing the e-commerce figures up

In all the countries of Europe, the overall turnover of e-commerce represented 757 billion euros in 2020. A figure up 10% compared to 2019. The report published by Fevad (Federation of e-commerce and distance selling) reveals the ranking of countries where inhabitants consume the most on the Internet. In first position, the United Kingdom with 92% of consumers online. France is only in 13th position, behind Germany, Denmark and Norway, with “only” 78% of online consumers.

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According to the results of the study, it is the countries of Western Europe that are driving growth from e-commerce to the top. They alone achieve 64% of the share of turnover in B2C (64%). Just behind we find Southern Europe with 16%, then Central Europe with 8% and finally Northern Europe with 6% and Eastern Europe with 6% as well. Three countries come out on top in terms of turnover: unsurprisingly, we also find the United Kingdom with 236 billion euros. France ranks second with 112 billion euros, and finally Germany is third with 93.6 billion euros.

Interesting observation made by researchers at the Center for Market Insights: Internet use is constantly increasing in Europe. In 2017 it was estimated that 83% of Europeans had access to the Internet. In 2021 we are 91%. Globally, the number of online consumers has also increased exceptionally between 2019 and 2020 (from 68% to 73%) and even continued to increase between 2020 and 2021 (from 73% to 75%).

Evolution of people with Internet access in Europe. Source: Eurostat

A transformation of our societies

As Luca Cassetti, secretary general of the Ecommerce Europe association reminds us: “The past year has triggered many changes in our societies and in our economies. To respond to the rapidly changing business reality, companies have had to accelerate their digital transformation and take an interest in e-commerce. Companies that previously only operated through offline sales channels have now started to develop a digital presence. Ecommerce Europe believes that the trend towards an increasingly omnichannel retail sector was inevitable, but that the pandemic has accelerated this development ”.

The study also gives some details on the role played by social networks in this transformation. We can read that 93% of e-commerce sites display their social networks on their website. Among all the online shops in the European Union, Facebook, Instagram et YouTube are the most popular channels. Twitter is probably more popular in Western Europe (71% view) than in Northern Europe (24% view). 93% of e-merchants use Facebook to promote their products. It’s still the strong network in the field of e-commerce.

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