Forecast Report

Forrester Data: Digital-Influenced Retail Sales Forecast, 2016 To 2021 (EU-7), Q1 2017 Update

ForecastView Spreadsheet

May 4th, 2017
Satish Meena, null
Satish Meena
With contributor:
Sanjeev Kumar


With the growing influence of online research on purchase decisions, retailers are looking to understand the impact of web beyond online retail sales. This forecast analyzes digital influence (previously termed web influence) on retail sales to understand the total digital impact (online sales plus digitally influenced offline sales) on retail sales. Digital-influenced sales will grow at a compound annual growth rate (CAGR) of 7.5% from 2016 to 2021 to reach €758 billion, accounting for 38% of total retail sales in EU-7. Due to the increasing use of mobile both in-store and outside for research, we have included mobile influence in this forecast for the first time. We expect mobile-influenced retail sales to grow at a CAGR of 15.2% from 2016 to 2021. This report breaks down digital-influenced sales by retail category using the same 22 categories as the Western European online retail sales forecast.

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