The Western Europe B2C e-commerce Market report for 2019 highlights that online retail sales growth is expected to decline in the coming years due to market maturity, particularly in the UK, Germany, and France. The report provides detailed analysis on key trends, projections, and market leaders in the region, with insights into mobile and cross-border online shopping gaining traction. It outlines significant statistics, consumer behaviors, and competitive landscape across major countries including the UK, France, Spain, Germany, and Italy.

1. WESTERN EUROPE B2C E-COMMERCE MARKET 2019
PUBLICATION DATE: OCTOBER 2019
PAGE 2 GENERAL INFORMATION I PAGE 3 KEY FINDINGS I PAGE 4-7 TABLE OF CONTENTS I PAGE 8 REPORT-SPECIFIC SAMPLE
CHARTS I PAGE 9 METHODOLOGY I PAGE 10 RELATED REPORTS I PAGE 11 CLIENTS I PAGE 12-13 FREQUENTLY ASKED QUESTIONS
PAGE 14 ORDER FORM I PAGE 15 TERMS AND CONDITIONS

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Western Europe B2C E-Commerce Market 2019
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B2C E-Commerce
Western Europe
UK, Germany, France, Spain, Italy
English
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QUESTIONS
ANSWERED
IN THIS REPORT
How large is Western Europe's share of online retail sales in Europe?
What are the leading E-Commerce markets in Western Europe in 2019?
What is the projected size of B2C E-Commerce sales in the EU-5 by 2023?
What are the top online shopping trends in Western Europe?
Who are the leaders of the B2C E-Commerce competition in the EU-5?
SECONDARY MARKET
RESEARCH
Our reports are exclusively based on secondary market research. Our researchers derive
information and data from a variety of reliable published sources and compile the data into
understandable and easy-to-use formats.
ADVANTAGES Maximum Objectivity
Reliable Sources
Up-To-Date Analysis
Boardroom-Ready PowerPoint Presentations
Guidance For Strategic Company Decisions
WESTERN EUROPE B2C E-COMMERCE MARKET 2019

3. WESTERN EUROPE’S B2C E-COMMERCE SALES GROWTH RATE TO DECLINE BY 2022
Europe’s largest sub-region by B2C E-Commerce sales as of 2019, Western Europe is
showing signs of maturity. According to the latest figures cited in the yStats.com report,
online shopper penetration already reached above three-quarters of the adult population in
countries such as the UK, Germany, the Netherlands, and the Nordics. In the UK, the largest
and the most advanced online retail market of this region, close to 20% of overall retail sales
in H1 2019 were generated over the Internet.
As a result, the growth rate of the B2C E-Commerce sales in the EU-5, including the
UK, Germany, France, Italy and Spain, is projected to decline, falling to the single-digits.
Nevertheless, online retail sales in the UK, Germany and France are still projected to reach
record high levels through 2022, ranking among the top 10 B2C E-Commerce markets
worldwide. Italy and Spain, due to lower current online shopping penetration rates are
projected to grow even faster than the three Western European leaders, according to the
forecasts cited in the yStats.com report.
The common B2C E-Commerce market trends across the countries of Western
Europe are mobile and cross-border online shopping. Furthermore, the awareness and
usage of omnichannel services such as Click & Collect is on the rise, especially in the UK. In
addition, consumers in France are already trying out shopping via AI-powered voice
assistants. In Germany, online shoppers are increasingly buying from E-Commerce
marketplaces, with Amazon’s marketplace accounting for around half of the country’s online
retail sales growth in 2018. Other leading market players in Western Europe include
Sainsbury’s and Tesco in the UK, Otto Group and Zalando in Germany, and Cdiscount and
Vente-Privee in France.
WESTERN EUROPE B2C E-COMMERCE MARKET 2019
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4. MANAGEMENT SUMMARY
REGIONAL OVERVIEW
 B2C E-Commerce Sales in Europe, in EUR billion, and Year-on-Year Change, in %, 2013 - 2019f
 Breakdown of B2C E-Commerce Sales in Europe by Sub-Regions, in %, 2018
 Retail E-Commerce Sales in the EU5, in USD billion, and Year-on-Year Change, in %, 2018-2022f
 Top 10 Countries Worldwide by Retail E-Commerce Sales, in USD billion, by Canada, China, India, Germany, France,
Japan, Russia, South Korea, the UK, the USA, 2018 & 2019f
 Retail E-Commerce Sales in the EU5, in USD billion, by Country, 2019f
 Top Product Categories Purchased Online, in % of Online Shoppers in the EU, 2018
 Breakdown of E-Commerce Transactions by Payment Method, in %, April 2018
 Internet Penetration in the EU, by Country, in % of Individuals, 2012 – 2018
 Online Shopper Penetration in the EU, by Country, in % of Individuals, 2012 – 2018
 Cross-Border Online Shopper Penetration in the EU, by Country, in % of Online Shoppers,
 2017 & 2018
 Product Categories Purchased Online, in % of Individuals, by Belgium, Germany, France, Italy, the Netherlands, the
Nordics, Spain and the UK, May 2018
 Payment Methods Preferred in Online Shopping, in % of Online Shoppers, by Belgium, Germany, France, Italy, the
Netherlands, the Nordics, Spain and the UK, May 2018
 Breakdown of Maximum Acceptable Delivery Times, in % of Online Shoppers, by Belgium, Germany, France, Italy, the
Netherlands, the Nordics, Spain and the UK, May 2018
UK
3.1. TRENDS
 B2C E-Commerce Market Overview and International Comparisons, September 2019
 M-Commerce Sales, in GBP billion, 2019f & 2024f
 Key Figures about Click and Collect, incl. Click & Collect Growth Rate, 2018-2023f, Click & Collect Sales, in GBP billion,
2023f, Click & Collect Share of Total E-Commerce Sales, in %, 2023f, Clothing and Footwear’s Share of Click & Collect
Sales, in %, 2018, Click & Collect Customer Satisfaction Rate, in %, 2018, and Share of Customers Who Bought an
Additional Item When Collecting an Order, in %, 2018
 Cross-Border Online Shopper Penetration, by Online Shoppers Buying From Other EU Countries and from the Rest
of the World, in % of Online Shoppers in the UK, 2013 - 2019
3.2. SALES & SHARES
 Retail E-Commerce Sales, in GBP billion, and Share of Total Retail Sales, in %, 2017 – 2023f
 Retail E-Commerce Sales, in GBP billion, 2018 & 2023f
 B2C E-Commerce Share of Total Retail Sales, in %, 2013 – 2018 & Q1-Q2 2019
3.3. INTERNET USERS & ONLINE SHOPPERS
 Number of Internet Users, in millions, and Penetration, in % of Adults, by Frequency of Use, 2013 - 2019
 Online Shopper Penetration, in % of Adults, 2013-2019
 Online Shopper Penetration, in % of Adults, by Age Group and Gender, 2013 - 2019
 Breakdown of Frequency of Shopping Online During a Three-Month Period, in % of Online Shoppers, by Age Group
and Gender, 2019
 Breakdown of Online Spending During a Three-Month Period, in GBP, in % of Online Shoppers, by Age Group and
Gender, 2019
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WESTERN EUROPE B2C E-COMMERCE MARKET 2019
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UK (CONT.)
3.4. PRODUCTS
 Product Categories Purchased Online, in % of Adults, 2019
 Online Grocery Sales, in GBP billion, 2018, 2019f & 2023f
3.5. PAYMENT
 Breakdown of E-Commerce Transactions by Payment Method, in %, April 2018
 Share of Online Shoppers Who Want Merchants to Offer a Range of Payment Options, in %, July 2018
3.6. DELIVERY
 Delivery-Related Reasons for Shopping Cart Abandonment, in % of Online Shoppers Who Abandoned a Shopping
Cart for a Delivery-Related Reason, 2018
3.7. PLAYERS
 Top 10 E-Commerce Websites by Audience Reach, in % of Internet Users, September 2018
 Breakdown of Frequency of Purchasing from Amazon, in % of Consumers, February 2019
GERMANY
4.1. TRENDS
 B2C E-Commerce Market Overview and International Comparisons, September 2019
 Devices Used for Shopping Online, in % of Online Shoppers, 2017 & 2018
 Breakdown of Research and Purchase Channels Used, in % of Consumers, 2015, 2019e & 2021f
 Breakdown of Awareness of Click & Collect, in %, 2018
4.2. SALES & SHARES
 B2C E-Commerce Sales, in EUR billion, by Three Comparative Estimates, and CAGR, in %, 2017 – 2023f
 B2C E-Commerce Share of Total Retail Sales, in %, by Two Comparative Estimates, 2017 - 2023f
4.3. INTERNET USERS & ONLINE SHOPPERS
 Number of Internet Users, in millions, and Penetration, in % of Individuals, 2012 – 2018
 Number of Online Shoppers, in millions, and Penetration, in % of Internet Users, 2012 - 2018
4.4. PRODUCTS
 Product Categories Purchased Online, in % of Online Shoppers, 2017 & 2018
 B2C E-Commerce Sales, by Product Category, in EUR billion, 2017 & 2018
4.5. PAYMENT
 Breakdown of B2C E-Commerce Product Sales by Payment Methods, in %, 2017 & 2018
4.6. DELIVERY
 Criteria Applied to Choosing an Online Shop to Buy From, in % of Online Shoppers, 2018
4.7. PLAYERS
 Breakdown of B2C E-Commerce Sales by Player Type, in %, 2018
 Amazon’s Market Share of B2C E-Commerce Sales, in %, 2018
 Top 10 Online Shops, by Sales, in EUR million, 2018
WESTERN EUROPE B2C E-COMMERCE MARKET 2019
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FRANCE
5.1. TRENDS
 M-Commerce Share of B2C E-Commerce Sales, in %, 2014 - 2018
 M-Commerce Share of Retail E-Commerce Sales, in %, 2019f
 Devices Used for Shopping Online, in % of Online Shoppers, 2018
5.2. SALES & SHARES
 B2C E-Commerce Sales, in EUR billion, 2016 - 2019f
 B2C E-Commerce Share of Retail E-Commerce Sales, in %, 2018
 Retail E-Commerce Sales, in EUR billion, and Share of Total Retail Sales, in %, 2017 – 2023f
5.3. INTERNET USERS & ONLINE SHOPPERS
 Internet Penetration, in % of Individuals, 2012 - 2018
 Online Shopper Penetration, in % of Individuals, 2012 - 2018
5.4. PRODUCTS
 Product Categories Purchased Online, in % of Online Shoppers, 2017 & 2018
5.5. PAYMENT
 Payment Methods Preferred in E-Commerce, in % of Online Shoppers, July 2018
 Breakdown of B2C E-Commerce Sales by Payment Methods, in %, 2018
5.6. DELIVERY
 Delivery Methods Used in E-Commerce, in % of Online Shoppers, 2018
5.7. PLAYERS
 Online Merchants’ Share of Total B2C E-Commerce Websites and B2C E-Commerce Market Sales, by Annual B2C E-
Commerce Turnover, in %, 2017 & 2018
 Top 5 E-Commerce Websites by Number of Monthly Visitors, in millions, Q1 2019
 Top 10 Online Shops, by Sales, in EUR million, 2018
SPAIN
6.1. TRENDS
 Devices Used for Shopping Online, in % of Online Shoppers, June 2019
 Breakdown of Research & Purchase Channels Used, in % Online Shoppers, June 2019
6.2. SALES & SHARES
 B2C E-Commerce Sales, in EUR billion, and Year-on-Year Change, in %, 2015 - 2019f
 B2C E-Commerce Share of Retail Sales, in %, 2018 & 2022f
6.3. INTERNET USERS & ONLINE SHOPPERS
 Internet Penetration, in % of Individuals, 2012 - 2018
 Online Shopper Penetration, in % of Individuals, 2012 - 2018
6.4. PRODUCTS
 Product Categories Purchased Online, in % of Online Shoppers, 2017 & 2018
WESTERN EUROPE B2C E-COMMERCE MARKET 2019
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SPAIN (CONT.)
6.5. PAYMENT
 Payment Methods Used in E-Commerce, in % of Online Shoppers, 2017 & 2018
 Breakdown of Factors Most Important in Online Payment Methods, in % of Online Shoppers, October 2018
6.6. DELIVERY
 Factors Most Important to Customer Satisfaction in E-Commerce, in % of Online Shoppers, June 2019
6.7. PLAYERS
 Top 10 Online Shops, by Sales, in EUR million, 2018
 Top 5 Online Shops by Number of Orders, in millions, 2018
ITALY
7.1. TRENDS
 M-Commerce Sales, in EUR billion, and M-Commerce Share of B2C E-Commerce Sales, in %, 2017 – 2019f
 Cross-Border Imports Share of B2C E-Commerce Sales, in %, 2018e
7.2. SALES & SHARES
 B2C E-Commerce Sales, in EUR billion, 2015 – 2019f
 B2C E-Commerce Share of Retail Sales, in %, 2018 & 2019f
7.3. INTERNET USERS & ONLINE SHOPPERS
 Internet Penetration, in % of Individuals, 2012 - 2018
 Online Shopper Penetration, in % of Individuals, 2012 - 2018
7.4. PRODUCTS
 Breakdown of B2C E-Commerce Sales by Products and Services, in %, 2015 – 2019f
 B2C E-Commerce Sales by Category, by Products and Services, in EUR million, and Year-on-Year Change, in %, 2018 &
2019f
 Product Categories Purchased Online, in % of Online Shoppers, 2017 & 2018
7.5. PAYMENT
 Payment Methods Preferred in E-Commerce, in % of Online Shoppers, July 2018
 Breakdown of the Number of Online Purchase Transactions by Payment Methods, in %, Q1 2018
7.6. DELIVERY
 New Delivery Options Introduced, in % of E-Commerce Companies, 2018
7.7. PLAYERS
 Top 10 Online Shops, by Sales, in EUR million, 2018
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WESTERN EUROPE B2C E-COMMERCE MARKET 2019
REPORT-SPECIFIC SAMPLE CHARTS

9. GENERAL METHODOLOGY OF OUR MARKET REPORTS
Secondary Market Research
 The reports are compiled based on secondary market research.
Secondary research is information gathered from previously published
sources. Our reports are solely based on information and data acquired
from national and international statistical offices, industry and trade
associations, business reports, business and company databases,
journals, company registries, news portals and many other reliable
sources. By using various sources we ensure maximum objectivity for all
obtained data. As a result, companies gain a precise and unbiased
impression of the market situation.
 Cross referencing of data is conducted in order to ensure
validity and reliability.
 The source of information and its release date are provided on
every chart. It is possible that the information contained in one chart is
derived from several sources. If this is the case, all sources are mentioned
on the chart.
 The reports include mainly data from the last 12 months prior
to the date of report publication. Exact publication dates are mentioned in
every chart.
Definitions
 The reports take into account a broad definition of B2C E-
Commerce, which might include mobile commerce. As definitions may
vary among sources, exact definition used by the source (if available) is
included at the bottom of the chart.
Chart Types
 Our reports include text charts, pie charts, bar charts, rankings,
line graphs and tables. Every chart contains an Action Title, which
summarizes the main idea/finding of the chart and a Subtitle, which
provides necessary information about the country, the topic, units or
measures of currency, and the applicable time period(s) to which the data
refers. With respect to rankings, it is possible that the summation of all
categories amounts to more than 100%. In this case, multiple answers were
possible, which is noted at the bottom of the chart.
Report Structure
 Reports are comprised of the following elements, in the following
order: Cover page, preface, legal notice, methodology, definitions, table of
contents, management summary (summarizing main information
contained in each section of report) and report content (divided into
sections and chapters). When available, we also include forecasts in our
report content. These forecasts are not our own; they are published by
reliable sources. Within Global and Regional reports, we include all major
developed and emerging markets, ranked in order of importance by using
evaluative criteria such as sales figures.
Notes and Currency Values
 If available, additional information about the data collection, for
example the time of survey and number of people surveyed, is provided in
the form of a note. In some cases, the note (also) contains additional
information needed to fully understand the contents of the respective data.
 When providing information about amounts of money, local
currencies are most often used. When referencing currency values in the
Action Title, the EUR values are also provided in brackets. The conversions
are always made using the average currency exchange rate for the
respective time period. Should the currency figure be in the future, the
average exchange rate of the past 12 months is used.
METHODOLOGY OF OUR WESTERN EUROPE B2C E-COMMERCE MARKET 2019
Report Coverage
 This report covers the B2C E-Commerce market in Western
Europe. In addition to the regional information and country comparisons,
the top 5 markets in this region are covered in-depth, including France,
Germany, Italy, Spain, and the UK. A broad definition of retail E-Commerce
used by some original sources cited in this report might include both B2C
and C2C E-Commerce.
 The report contains relevant information about international
comparisons, market trends, E-Commerce sales and shares, Internet
users and shoppers, products, payment methods, delivery and players.
Report Structure
 The report starts with an overview of the regional E-Commerce
market, regional and country comparisons in terms of criteria relevant to
B2C E-Commerce, such as sales, Internet and online shopper penetration.
The rest of the report is divided into country chapters, presented in the
descending order of retail E-Commerce sales. Data availability varied by
country.
 Each country description starts with the “Trends” section that
highlights relevant market trends, such as M-Commerce, omnichannel,
and cross-border online shopping.
 The section “Sales & Shares” covers the development of B2C E-
Commerce sales and E-Commerce’s share of total retail sales. For top
markets in the region, information from several sources was provided for
cross-referencing.
 In the “Users & Shoppers” section, information about Internet
penetration and online shoppers is included.
 Afterwards, the section “Products” shows the leading product
categories purchased online.
 The next section, “Payment”, covers the payment methods most
used by online shoppers.
 Furthermore, the “Delivery” section covers information related to
delivery in E-Commerce.
 Finally, the “Players” section includes information about the
leading E-Commerce companies, including rankings of top online shopping
platforms by sales, website visits, awareness and usage rates by online
shoppers, where available.
 For the top two B2C E-Commerce markets in the region, the UK
and Germany, the country descriptions start with an overview chart,
highlighting the overall B2C E-Commerce development.
WESTERN EUROPE B2C E-COMMERCE MARKET 2019
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10. Central Asia & Caucasus B2C E-Commerce Market 2019: Kazakhstan, Azerbaijan, Georgia May 2019 € 950
CIS B2C E-Commerce Market 2019
Kazakhstan B2C E-Commerce Market 2019
May 2019
May 2019
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€ 750
Europe Online Payment Methods 2019 February 2019 € 1,950
Europe Online Payment Fraud and Security 2019 July 2019 € 750
Europe Cross-Border B2C E-Commerce 2018 September 2018 € 1,950
Asia-Pacific B2C E-Commerce Market 2019 September 2019 € 3,950
Southeast Asia B2C E-Commerce Market 2019 September 2019 € 1,950
Africa B2C E-Commerce Market 2019 June 2019 € 1,950
MENA B2C E-Commerce Market 2019 June 2019 € 2,950
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Latin America B2C E-Commerce Market 2018 November 2018 € 1,950
Europe B2C E-Commerce Market 2018 September 2018 € 3,950
Global Payment Innovation Trends 2019 July 2019 € 950
Fraud and Security in Global Online Payments 2019 July 2019 € 1,950
Global Digital Payment Forecasts 2019-2022 May 2019 € 1,450
Global Mobile Wallets 2019 April 2019 € 1,950
Global Mobile Payment Methods 2019 March 2019 € 1,950
Global Online Payment Methods 2019 March 2019 € 2,950
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