Summary
With the growing influence of online research on purchase decisions, retailers are looking to understand the impact of digital beyond online retail sales. This forecast analyzes digital's influence (previously termed web influence) on retail sales to understand the total digital impact on retail sales. Digital-influenced sales will grow at a CAGR of 7.5% from 2016 to 2021 to reach €758 billion, accounting for 38% of total retail sales in the EU-7. This report breaks down digital-influenced sales for 22 categories and includes mobile influence on retail sales.
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