Think You Know the European Ecommerce Market?

Check your knowledge with an eMarketer quiz

August 29, 2017

Think you know the ecommerce market in Europe? Where are the buyers? What platforms are they using? How are they paying for their purchases? Take the eMarketer Retail quiz to test your knowledge.

1. There is an East-West divide when it comes to ecommerce adoption in Europe. eMarketer estimates that roughly three-quarters of internet users in Western Europe will make at least one ecommerce purchase in 2017. What’s the percentage for Central and Eastern Europe?

    • a) 12.5%
    • b) 25.1%
    • c) 34.4%
    • d) 44.6%

2. The UK is widely viewed as the most developed ecommerce market in Europe, but there are differing views about which countries follow it in terms of digital buyer penetration. Which of the following is the actual top three, according to eMarketer’s estimates?

    • a) UK, Norway, Sweden
    • b) UK, Denmark, Germany
    • c) UK, Sweden, Netherlands
    • d) UK, Germany, Norway

3. What is the most common method of payment for B2C ecommerce sales in Germany, according an EHI Retail Institute survey?

    • a) Credit card
    • b) Debit card
    • c) Invoice after delivery
    • d) PayPal

4. A report from Human Highway showed that the ecommerce audience in Italy skews toward teens and younger adults. Consumers ages 15 to 44 made up roughly 57% of the country’s internet users as of March 2017. What percentage of digital buyers did that group account for?

    • a) 65%
    • b) 71%
    • c) 77%
    • d) 80%

5. According to Mediascope data from January 2017, which of these properties is the No. 1 ecommerce platform in Russia?

    • a)
    • b)
    • c)
    • d)


Question 1: The correct answer is “D.” eMarketer estimates that 44.6% of internet users ages 14 and older will make at least one ecommerce purchase in 2017.

Question 2: The correct answer is “B.” After the UK, where 89.3% of internet 14 and older will make a digital purchase this year, Denmark and Germany are the No. 2 and No. 3 markets—at 83.1% and 81.5%, respectively.

Question 3: The correct answer is “C.” EHI Retail Institute’s survey of digital retailers in Germany found that 30.5% of B2C ecommerce sales in 2016 were made by invoice, while direct debit and PayPal accounted for 20.2% and 17.9%, respectively. Sales via credit card held a 12.2% share.

Question 4: The correct answer is “A.” Individuals ages 15 to 44 made up 65% of digital buyers in Italy, according to Human Highway.

Question 5: The correct answer is “C.” Mediascope reported that Alibaba-owned digital marketplace AliExpress is by far the leading retail ecommerce platform in Russia.

Need more data and insight into the ecommerce market in Europe? Check out eMarketer’s Global Ecommerce Platforms report. It’s a country-by-country review of the top retail ecommerce sites in 30 countries. Subscribers to eMarketer PRO can access the report here. Nonsubscribers can purchase the report here.