Forrester released its Western Europe online retail growth forecast, and according to the data, European online retail sales will increase at a compound annual growth rate (CAGR) of 11% over the next five years to reach €378 billion by 2021.
Markets in Northern Europe will remain dominant — the UK, France, and Germany, in particular — according to the research. In fact, online retail will account for almost one-fifth of total retail sales in the UK alone. This is largely thanks to super shoppers — consumers using multiple digital touchpoints to research and buy products. Super shoppers now make up 27% of European consumers, and these savvy consumers spend 10% to 20% more than traditional web or mobile shoppers.
This new report by Forrester explains that the reason for this growth in online sales is thanks to the options that directly improve customer experience, such as convenient and cost-effective fulfillment options. For example, Forrester data found that 53% of consumers are interested in scheduling times for their deliveries, while 29% prefer the option to collect online orders in stores nearby.
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