Forecast Report

Forrester Data: Online Retail Forecast, 2016 To 2021 (Western Europe)

ForecastView Spreadsheet

August 3rd, 2016
Michael O'Grady, Principal Forecast Analyst
Michael O'Grady Principal Forecast Analyst

Summary

Our update to the online retail sales forecast in Western Europe increased online sales growth in 2016 by three percentage points for Italy and two percentage points for the Netherlands based on stronger online retailer sales data. Music, video, books, and computers will see the slowest online growth over the next five years. The fastest online category growth will come from toys, sports equipment, jewelry, and grocery. The most popular categories bought online will continue to be books and clothing, with grocery remaining the second-largest category in overall online spend behind clothing. The forecast details online and offline growth across 22 product categories and 17 markets, with historical data going back to 2002, and it calculates the share of online retail sales for each product category.

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