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European Online Cross-Border Retail Sales To Reach €40 Billion By 2018
June 23, 2015

European online cross-border retail sales will top €40 billion by 2018, up from €29 billion this year. This represents an 11% compound annual growth rate (CAGR) according to Forrester’s latest five-year forecast, which defines cross-border buyers as consumers who deliberately buy retail products outside of their domestic market over the Internet. Today, cross-border sales account for 16% of all Western European online retail sales.

By 2018, 28% of Europe's online retailers will sell across borders, using marketplaces like Etsy and payment service providers such as Adyen, Braintree, Digital River, First Data, and Global Collect to manage multiple payment preferences and regulatory landscapes. "Cross-border online sales growth will change the playing field for retailers of all sizes across Europe," writes Forrester Analyst Michelle Beeson in her report. "Your future competitors won’t be just your peers in your home market; increasingly, they will be international players."

The forecast also shows that most online cross-border sales are between European markets, rather than from a market outside Europe. In fact, by 2018, 83% of all EU cross-border buyers will choose to purchase from another EU country. The average annual cross-border online spend per buyer will increase from €363 in 2015, to €428 in 2018.

EU cross-border buyers are disproportionately from smaller, less mature eCommerce markets like Italy and Spain — where 42% and 41%, respectively, of online adults have ordered products from a website outside their home country in the past three months — looking for better value and product availability.

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Forrester Research (Nasdaq: FORR) is one of the most influential research and advisory firms in the world. We work with business and technology leaders to develop customer-obsessed strategies that drive growth. Forrester’s unique insights are grounded in annual surveys of more than 500,000 consumers and business leaders worldwide, rigorous and objective methodologies, and the shared wisdom of our most innovative clients. Through proprietary research, data, custom consulting, exclusive executive peer groups, and events, the Forrester experience is about a singular and powerful purpose: to challenge the thinking of our clients to help them lead change in their organizations.


Belinda Simmelink
Corp Communications Director
Forrester Research, Inc.

Tel. +31-020-305-4371



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