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For eBusiness & Channel Strategy Professionals

European Online Retail: Adopt A Local Approach

A Solid Understanding Of Customer Expectations And A Localization And Differentiation Strategy Are The Keys To Success Across Europe.

July 15, 2011

Primary author headshot


  • By Martin Gill
  • with Patti Freeman Evans,
  • Zia Daniell Wigder,
  • Benjamin Ensor,
  • Sabine Poltermann,
  • Elizabeth Stark,
  • Myriam Da Costa

Why Read This Report

Despite some commonality in currency and legislation, there are some notable differences in customer shopping behavior and market trends across the various European online retail markets. eBusiness executives looking to expand their operations into new countries must adapt their customer offer, payment, delivery, and returns structures to align to local preferences. The presence of certain brands and their go-to-market eCommerce strategies over the past 10 years has helped shape each market as much as geographical, social, or technology adoption trends. Any successful international expansion must be conscious of these national subtleties and must find a way to differentiate in a market that is at different stages of maturity across countries but is becoming increasingly crowded.

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Table of Contents

  • Europeans Show Distinct National Traits In Their Approach To Online Shopping

  • Don't Think Of Europe As A Single Market
  • Supplemental Material
  • Related Research Documents

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