Key Ecommerce Trends In Europe

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16 September 2015. Research by Ecommerce Europe has revealed the key online shopping trends across the continent. The study looked at B2C ecommerce sales in 2014, and found that the UK was the most prolific country when it came to ecommerce, accounting for 30% of all EU sales. Germany and France came in second and third respectively, accounting for 17% and 13% of all EU ecommerce. Russia, Spain, the Netherlands, Italy, Switzerland, Austria and the Scandinavian countries came next, accounting for around 2-4% each. Russia was the fastest growing ecommerce market compared to the previous year, with the country's annual ecommerce turnover having grown by 25%. The research also revealed that around 15% of EU citizens currently buy from other EU countries online. The European Commission has said in the past that it hopes to unify laws to reduce confusion and encourage more cross-border purchasing. The European ecommerce market is predicted to generate 477 billion Euros this year, an annual growth rate of 15%. With this rate of growth expected to hold steady for the next few years, the European ecommerce market is expected to exceed 600 billion Euros within the next 2 years. 

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