Online sales in Europe
Online sales in Europe are growing rapidly and reached nearly €500 bn in 2016, representing 14% of total retail sales. This share is expected to be close to 18% at the end of 2018.
The retail landscape is reinventing itself. The boundary between online and offline is increasingly indistinct and becoming seamless with mobile devices bridge the remaining gap. The initial thinking that traditional stores would disappear in favour of online sales is being revised as, we now see a different trend emerging.
E-commerce is growing and at the same time pure online players are taking stake in the physical world. Some barriers such as the lack of physical contact and delivery delays represent the biggest restraints for buying online.
The reinvention is taking familiar forms. The newest competitive edge for e-commerce is developing a targeted physical presence.