The “European Online Retail Forecast 2012 to 2017” report from Forrester Research mentions that European online sales in key markets including Sweden, the Netherlands, Italy, Spain, France, Germany and the UK will rise on average by 12 percent annually, reaching EUR 170 billion in 2017. The same source forecasts that more mature markets such as the UK, France, Germany and the Scandinavian countries will see momentum decline, while Italy and Spain will maintain a compound annual growth (CAGR) rate of 16 percent and 18 percent, respectively.
According to data released market research company eMarketer in January 2013, annual B2C e-commerce sales in Western Europe will reach EUR 341.85 billion by 2016. On the other hand, eMarketer estimates that double-digit growth will continue in every Western European country in 2013. Overall e-commerce growth in the region is expected to decrease from almost 14 percent in 2013 to 11.5 percent in the following year and drop below 10 percent in 2015.
The eMarketer findings also predict that in Western Europe, almost 179 million people ages 14 and older will buy via digital channels in 2013. Around one in four of these will be German residents.
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