Annual EU Internet sales up 12% on average

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Annual retail figures have just been released by Eurostat and the (unsurprising) result is that EU Internet sales are up 12%… at least in general.

The greatest growth in the numbers, which includes mail order house and Internet sales, was 36% in Estonia whilst Finland’s sales contracted 1% and Portugal was down 9%.

Retail sales by mail order or the Internet have been increasing through much of the last decade and since 2014 annual EU Internet sales growth rates have exceeded 9%. For total retail sales the pace of growth has been slower, with annual growth rates of between 2% and 3% since 2014.

Where it becomes interesting is when we look at EU Internet sales in the major territories for marketplace sales. The UK, despite Brexit concerns and subdued consumer spending, grew by 16%. This trounced France with average growth of 12% and Germany lags well behind the EU average turning in growth of just 8%.

Surprisingly good performing countries include Spain at 17% (Tip, target Amazon Spain if you’re not already) and the Netherlands also at 17% (which once again suggests that should be on your list of marketplaces to expand to).

Where the real fast growth is happening is in many of the Eastern European countries which marketplace sellers often ignore – Estonia (36%), Hungary (32%), Romania and Lithuania (26%), and Czechia (22%) are all growing way faster than the EU as a whole, although they are smaller economies.


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