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THE MATURE MARKETS EUROPE <strong>B2C</strong> E-COMMERCE 25<br />
€2,466<br />
Spent per capita<br />
in 2012, highest<br />
of <strong>Europe</strong><br />
Sales of goods<br />
represents the largest<br />
proportion of the<br />
retail trade<br />
with over<br />
16%<br />
€96 bn<br />
M-commerce:<br />
12% of total<br />
e-sales, up<br />
from 0.9 cent in 2010<br />
to 4 cent in 2011<br />
The mature markets<br />
United Kingdom<br />
In northern countries, growth of some of the more mature<br />
e-commerce markets is beginning to slow down.<br />
While in 2012 the leading country in <strong>Europe</strong> – the United<br />
Kingdom – still posted impressive <strong>B2C</strong> online sales,<br />
including goods and services of over €96 bn 20 , the task<br />
for e-merchants may become increasingly complex there.<br />
But it is also the country where the online sales of goods<br />
represents the largest proportion of the retail trade, with<br />
over 16% 21 .<br />
UK online shoppers are the highest spenders of all,<br />
reaching €2,466 per capita in 2012. UK online sales of<br />
technical consumer goodsgrew 8.1% in 2012, whereas<br />
traditional retail sales dropped -0.4% 22 .<br />
The growth of mobile-commerce is equally impressive<br />
in the UK: 12% of all e-sales were done with a mobile<br />
phone, up from 4 % in 2011 and 0.9 % in 2010 23 .<br />
20 According to IMRG UK.<br />
21 Estimate IMRG, UK<br />
22 GfK<br />
23 Estimate IRMG, UK<br />
Germany<br />
With 37 million online shoppers 24 , Germany has a<br />
well-developed market for e-commerce. Its turnover in<br />
2012 amounted to €50 bn in total, 22% more than in 2011.<br />
The annual average amount spent per e-shopper exceeds<br />
€1,300. Online retail goods represented 6.4% of the<br />
German retail market. Items that sold best are clothing,<br />
electronics and books. Total distance selling of goods<br />
(including traditional mail-order (catalogue) sales and<br />
online retail goods) reached €37.5 bn, up 15.6%, of which<br />
the share of online retail was 70% 25 .<br />
German online sales of technical consumer goods grew<br />
6.1% to €7,3 bn in 2012. Traditional sales grew of t.c.g<br />
grew as well to €25.3 bn (1.5% in 2012) 26 .<br />
24 BVH, German association, representing e-commerce companies<br />
25 BVH , February <strong>2013</strong><br />
26 GfK<br />
€50 billion<br />
Turnover of online<br />
goods and services<br />
in Germany in 2012<br />
Average spent per<br />
e-shopper<br />
€1,300<br />
Total distance<br />
selling of<br />
goods reached<br />
€37.5 bn, up<br />
15.6%<br />
1<br />
2 3<br />
Items that sold best<br />
are clothing,<br />
electronics and books.
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