Skip to main content

Save or Share this Report

For eBusiness & Channel Strategy Professionals

Forrester Research Web-Influenced Retail Sales Forecast, 2013 To 2018 (EU-7)

ForecastView Spreadsheet

January 3, 2014

Primary author headshot


Why Read This Report

By 2018, 43% of all EU-7 retail sales will be influenced by the Web, up from 30% in 2013. Seventy percent of web-influenced sales in EU-7 come from the UK, France, and Germany, with Spain and Italy lagging significantly behind. Although web-influenced retail sales in Italy and Spain are growing faster than the rest of EU-7, these countries' populations are less likely to be online and less likely to buy online. Web-influenced sales differ significantly across categories. The forecast emphasizes the importance of multichannel retailing, with web-influenced sales five times larger than online sales. A purchase decision can be influenced by the Web based on the different online information sources used prior to purchase such as search engines, retailer-specific websites, and cost-comparison websites, as well as the specific product attributes like product price that are best researched online. The forecast calculates web-influenced sales across 20 retail categories that include both online and offline purchases.

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.

Recommended Research