Because Western Europe already has a well-developed retail ecommerce market, most future growth will come from mobile commerce. eMarketer projects that retail mcommerce sales in the region will more than double between 2016 and 2021, when they will top $200 billion for the first time.
Despite sluggish employment and wage growth in France and Germany, Western Europe’s economy is performing well overall. This will have a positive impact on the region’s total retail market, which is expected to grow by 1.6% in 2018 to $3.894 trillion.
This year, for the first time, digital purchases will account for more than one-tenth (10.2%) of total retail sales in Western Europe. This share will be significantly higher in the UK, at 21.2%, partly due to large numbers of foreign consumers buying from UK-based ecommerce platforms.
eMarketer’s first estimates of retail mcommerce sales in Western Europe show that there is significant variation in mcommerce development across the region. In the Netherlands, just 29.1% of retail ecommerce sales will come from mobile devices in 2018, compared with 45.6% in the UK and 38.7% in Germany. The average for Western Europe is close to Germany’s figure, at 37.7%.