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Forrester Research Online Retail Forecast, 2013 To 2018 (Western Europe)

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April 28, 2014

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Online retail sales in Western Europe are growing at a compound annual growth rate (CAGR) of 11.5% over the next five years, with the highest growth coming from Southern Europe. Although a majority of the online population already buys online, Southern Europe shows a higher online buyer growth compared with the rest of Europe. Online buyers are not just increasing the amount they spend online per category; they are also buying in more categories online than ever before (Source: European Technographics® Retail Survey, 2013). The UK, Germany, and France have the largest online share of retail sales across Western Europe. The forecast shows a strong growth in online grocery sales, particularly in France, making it the largest country for online grocery in Europe behind the UK. 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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