Save or Share this Report

For eBusiness & Channel Strategy Professionals

European Online Retail Forecast, 2010 To 2015

eCommerce Continues To Grow In Overall Importance To The Retail Landscape In Europe

February 28, 2011


  • By Andrea Carini
  • with Vikram Sehgal,
  • Patti Freeman Evans,
  • Douglas Roberge

Why Read This Report

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.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($499 USD).


Table of Contents

  • European eCommerce Grew At A Double-Digit Pace In 2010
  • EU-7 Country Highlights: The UK Continues To Lead Online Sales

  • Online Retail Will Continue To Grow In Importance To The Retail Landscape In Europe
  • Supplemental Material
  • Related Research Documents