Why Read This
European online retail sales grew by 18% from 2009 to 2010 and are expected to grow 13% in 2011. In the coming five years, the number of online buyers in Europe will grow from 157 million to 205 million. Online retail growth comes at the expense of other channels in the most digitally mature Northern European markets: The UK will see the Web capturing 10% of all retail transactions already in 2012. Though online retail is more developed and more highly penetrated in Northern European countries, it continues to grow but steadily in the south. Consumers continue to embrace the online channel as an adjunct to other channels as they identify and decide upon the products they wish to buy, creating an increasingly multichannel retail environment in Europe.