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Ecommerce in Europe: Sweden soars while France shrugs

Ecommerce in Sweden grew by 15 per cent in the first quarter of 2016 over the same time last year, according to figures published by the Scandinavian logistics company Postnord.

Postnord predicts that Swedish ecommerce will grow by 16 per cent over the course of the year, bringing its value to 58 billion kronor (£4.75 billion).

The biggest increase was reported in the DIY sector, which grew by 36 per cent, whilst the most popular categories overall were clothing, footwear and media. A retail analyst at Postnord Carin Blom, a retail analyst at Postnord, said: “The DIY sector is growing from low levels, but the high figure is not accidental, because the industry in general is strong. Consumers have clearly discovered the convenience and ease of shopping online.”

Meanwhile, in France, the response was less enthusiastic. Ecommerce continues to grow there, but the rate of growth appears to be slowing. A report by the Ecommerce Foundation shows that the growth rate has been in decline for several years, from 19.4 per cent in 2012, to a projected 10 per cent in 2016. Ecommerce in France is predicted to grow from €64.9 billion (around £50 billion) in 2015 to €71.4 billion (around £55 billion) by the end of 2016.

The most popular retail ecommerce sector in France is clothing, by a wide margin. In terms of online services, travel comes out on top.

Mcommerce is one success story, growing from less than half the population aged 15 and over in 2014 to nearly two-thirds in 2016. French smartphone users mainly use their phones for price comparison purposes and checking product details and reviews when shopping in bricks and mortar locations, the report finds. Mobile sales in 2015 were worth €9.9 billion (£7.6 billion).

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