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1. The total e-commerce market in Europe is larger and growing faster than the U.S. e-commerce market. While American entrepreneurs rightly take credit for inventing e-commerce and the Internet, the European e-commerce market grew 18.2% to $259.5 billion. By comparison, all American e-retailers in 2011 grew 16.1% last year to $194.3 billion.
2. American e-retailers in Europe are growing faster than European e-retailers. In fact, much of the total e-commerce market growth in Europe is driven by American e-retailers, led by Amazon.com, which is the largest e-retailer in Europe by far. Amazon reported European e-retail sales of $16.7 billion last year, more than double Europe’s second largest e-retailer, German-based Otto Group, which had $6.2 billion in online sales. As a group, American e-retailers operating in Europe increased their web sales 27% last year.
3. As in the U.S., web-only merchants (those without stores or catalogs) are growing faster than any other type of online merchant in Europe. These so-called pure plays grew online sales in Europe by 26% last year, compared to just 12% for retail chains. Consumer goods manufacturers emerged as a force in European e-retailing last year, growing 18%.
4. The fastest-growing merchandising category in European e-commerce was sporting goods, which grew year over year about 30.2% to $1.05 billion from $806.5 billion. This online category is relatively new and dominated by aggressive web-only retailers. For instance U.K.-based Sports Direct International (No. 105) was Europe’s fastest growing online sporting goods retailer last year, growing its e-commerce sales by 97% to $62.9 million.
5. Poland was the fastest-growing e-commerce market in Europe, growing web sales 33.7% to $5.83 billion in 2011.
6. Who are the Top 10 e-commerce operators in Europe?
1. Amazon.com (U.S.)
2. Otto Group (Germany)
3. Tesco Stores (U.K.)
4. Staples Inc. (U.S)
5. PPR SA (France)
6. Home Retail Group (U.K.)
7. Shop Direct Group (U.K.)
8. Apple Inc. (U.S.)
9. CDiscount.com (France)
10. 3 Suisses (France)
7. While there are thousands of online retail sites in Europe, the market is concentrated and getting a little more so each year. In 2011 the top 100 merchants accounted for 86.1% of total e-retail sales of the Top 400 Europe group (up from 85.7% in 2010), while the 10 largest merchants accounted for about 44.3% of total Top 400 web sales, up from 42.8% in the prior year.
8. In percentage terms, the fastest growing European e-retailer last year was U.K. web-only apparel retailer Missguided.com, whose online sales grew 380% in 2011. In terms of incremental online volume growth, the leader is top-ranked Amazon, which added $4.6 billion in new online sales in Europe last year.
9. Europe’s shows a growing appetite for mobile commerce—40% (158) of the 400 largest retail web sites in Europe operate at least one mobile commerce site and 27% (108) have developed a mobile app.
10. Tesco PLC, Europe’s largest mass merchandise chain retailer, generated online sales of $5.46 billion in 2011, up 11% from web sales of $4.92 billion in 2010.
