Forecast Report

The Web Will Influence 45% Of EU-7 Offline Sales By 2020

ForecastView Document

May 12th, 2015
Michael O'Grady, Principal Forecast Analyst
Michael O'Grady Principal Forecast Analyst

Summary

This report provides context for and insight into Forrester's Web-Influenced Retail Sales Forecast, 2015 To 2020 (EU-7). Although 91% of retail sales in the EU-7 were offline in 2014, an online presence is critical to retailer success, as web-influenced sales were more than three times larger than online sales. Web-influenced sales will grow at a compound annual growth rate (CAGR) of 9.2% from 2014 to 2020 and will make up 45% of offline sales by 2020. Purchase decisions that are influenced by the Internet vary across categories and regions. The Web will influence the majority of non-grocery offline retail sales as early as 2017, but this influence will depend on country, category, and consumer age and gender. A consistent consumer experience across all multichannel retailer touchpoints is critical for retailer success.

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