Updated: Oct 19, 2021
More than half of the UK, German and Dutch consumers bought fashion or sportswear online, whereas this percentage was lower in Belgium, France and Italy.
Two of Europe’s bigger fashion e-tailers, however, include German companies Zalando and bonprix. Zalando’s revenue in 2018 was roughly 5.39 billion euros, whereas the Otto Group subsidiary generated a revenue of around 1.6 billion euros in 2018/2019..
What is the market size of e-commerce in Europe?
“Within the EU-28, 60 percent of consumers (aged 16 to 75 years old) used online shopping at least once. Danish consumers were most likely to purchase a good or service online: in this country e-commerce penetration reached 84 percent. This country was followed by the United Kingdom (with a penetration rate of 83 percent), the Netherlands (80 percent) and Sweden (78 percent). Large differences can be found in European countries, however. In Germany, 77 percent of consumers used e-commerce, whereas this already much less in France (67 percent), Spain (53 percent) and Italy (36 percent)..”
Language Barriers and the Local Presences
Language barriers and the local presence of Amazon seem to be important drivers for online shopping in Europe. Online shoppers from Ireland, Austria and Belgium, for example, seem more likely to buy products from a foreign e-commerce retailer. Chances are less in Poland and the Netherlands, however, as both countries have a strongly developed domestic e-commerce market like Allegro, Otto, Emag