September 14, 2006

Europe's 2006 Online Shopping Landscape

by Reineke Reitsma

with Olesia Klevchuk, Michèle Bouquet

Executive Summary (This is a document excerpt)

The number of European online shoppers has grown from 42% of European online consumers in 2003 to 56% in 2006. The past year saw a large jump in adoption in Germany, the Netherlands, and Italy. The UK still leads in online shopping, but the Internet plays an important role during the buying cycle in all countries — more than half of all online Europeans have bought something in a shop after researching the product online. Security issues and the need to look and feel products prevent people from buying products on the Net.

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