European E-Commerce Report 2021: Online sales rose by 10 percent across Europe to 757 million in 2020
2020 was an exceptional year, marked by the COVID-19 pandemic and the resulting important role ecommerce played in society and the economy. The growth figures remained significant at plus 10 percent, but declined slightly compared to 2019 (plus 14%). The was however a sharp decline in online sales in the tourism and service sectors (events, tickets and the like) which contributed to slowing overall growth.
The lockdown accelerated the existing trend towards digital and green conversion of stores. The report says e-commerce was a lifeline for consumers as government restrictions such as forced store closures prevented them from buying what they needed in stores. Although e-commerce has not fully compensated for the losses of many stationary medium-sized companies, it has absorbed a large part of the economic shock. However, further efforts are required to ensure that the retail sector as a whole can optimally benefit from the solutions of the digital transformation.
Political decision-makers need to recognize the potential of digital commerce and invest more in new technologies and digital skills, write the report’s authors. At the same time, it is important to create a harmonized, channel-neutral and future-proof legal framework.
The report shows that Western Europe was the strongest region in terms of B2C e-commerce sales, accounting for 64% of total sales last year. Southern Europe follows with 16% and Central Europe with 8%. Northern and Eastern Europe are in last place with only 6% each. The national front runners in B2C ecommerce sales remain Great Britain (236 billion euros), France (112 billion euros), Germany (93,6 billion euros) and Spain (68,4 billion euros). However, the highest growth rates in e-commerce sales were recorded in Greece (up 77%), Moldova (49%), Russia (41%), Switzerland, North Macedonia (37%) and Sweden (36%). Other key results show that Internet use in Europe rose to 89% in 2020 – up from 87% in 2019 and 85% in 2018. (Sources: Ecommerce Europe, Lebensmittel Zeitung)
COVID-19 update 71 – 21/09-20/10/2021