General Article Online retailing: Britain, Europe and the US 2014

Topic Selected: Consumerism
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E-commerce is the fastest growing retail market in Europe, with sales in the UK, Germany, France, Sweden, The Netherlands, Italy, Poland and Spain expected to reach a combined total of £111.2 billion in 2014 (€155.3 billion or $212.8 billion). We expect online sales in the US to reach $306.0 billion (€224.0 billion) in 2014.


Our independent study for 2014–15 has been funded by RetailMeNot, Inc., the world’s largest digital coupon marketplace (known in the UK as as a contribution to discussion.


Areas studied

The Centre for Retail Research has estimated the trends in online retail sales for eight European countries (see above) and the US. This is based on the sales of goods (excluding fuel for vehicles and sales of prepared food in cafes and restaurants). Tickets, holidays, gambling and insurance are also excluded because they are not classed as retailing. ‘Online’ is defined as sales where the final transaction is made over the Internet or at a distance, irrespectiv...

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