Western Europe Ecommerce Forecast 2022

Economic Issues Dent Sales but Won’t Stop Shift to Online and Mobile Buying

Report by Karin von Abrams  | Jul 29, 2022

Ecommerce Forecasts 2022

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Our data and analyses of ecommerce across 8 markets: US, Canada, China, Latin America, India, Southeast Asia, Western Europe, and UK

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Table of Contents
Executive Summary
Key Points
Macroeconomic Trends Affecting Retail Sales in 2022
Total Retail Sales Will Rise Minimally, as Wary Consumers Watch Their Spending
Economic Headwinds Slow Ecommerce Growth
Mcommerce Is the Fastest-Growing Retail Segment
Clothing and Consumer Electronics Claim the Largest Shares of Germany’s Ecommerce Sales
Digital Buyers in Western Europe
What Does This Forecast Mean for Brands and Retailers in Western Europe?
Read Next
Sources
Media Gallery
About This Report
Total retail sales volume in Western Europe will surpass $4.7 trillion in 2022 and reach $5.096 trillion in 2025. While retail sales will rise 1.4% this year, ecommerce sales will jump an estimated 5.1%, as digital claims an ever-larger slice of total sales.
Topics
Retail Sales
Retail Ecommerce Sales
Western Europe
Table of Contents
Executive Summary
Key Points
Macroeconomic Trends Affecting Retail Sales in 2022
Total Retail Sales Will Rise Minimally, as Wary Consumers Watch Their Spending
Economic Headwinds Slow Ecommerce Growth
Mcommerce Is the Fastest-Growing Retail Segment
Clothing and Consumer Electronics Claim the Largest Shares of Germany’s Ecommerce Sales
Digital Buyers in Western Europe
What Does This Forecast Mean for Brands and Retailers in Western Europe?
Read Next
Sources
Media Gallery

Executive Summary

Despite economic headwinds, both total retail sales and retail ecommerce sales are rising across Western Europe. But growth won’t be as strong as we had forecast in late 2021.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

  1. How are current economic and political developments affecting retail and retail ecommerce sales in Western Europe?
  2. In which countries are retail ecommerce and mcommerce sales growing fastest?
  3. What do our first category breakouts for Germany tell us about ecommerce sales trends for specific product groups?

WHAT’S IN THIS REPORT? Our latest forecast for retail, ecommerce, and mcommerce sales in Western Europe, including the key markets of France, Germany, Italy, Spain, and the UK. It also highlights major trends in regional ecommerce.

Retail Ecommerce Sales in Western Europe, 2021-2026 (billions, % change, and % of total retail sales)
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KEY STAT: Retail ecommerce sales in Western Europe will climb 5.1% in 2022 and surpass $700 billion. In 2023, digital sales in the region will reach $750.22 billion.

Here’s what’s in the full report

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11charts

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Table of Contents

  1. Executive Summary
  2. Key Points
  3. Macroeconomic Trends Affecting Retail Sales in 2022
  4. Total Retail Sales Will Rise Minimally, as Wary Consumers Watch Their Spending
  1. Economic Headwinds Slow Ecommerce Growth
  2. Mcommerce Is the Fastest-Growing Retail Segment
  3. Clothing and Consumer Electronics Claim the Largest Shares of Germany’s Ecommerce Sales
  4. Digital Buyers in Western Europe
  1. What Does This Forecast Mean for Brands and Retailers in Western Europe?
  2. Read Next
  3. Sources
  4. Media Gallery

Charts in This Report

Retail Ecommerce Sales in Western Europe, 2021-2026 (billions, % change, and % of total retail sales)Total Retail Sales in the Former EU-5, by Country, 2021-2026 (billions)
Retail Ecommerce Sales in the Former EU-5, by Country, 2021-2026 (billions)Retail Ecommerce Sales in France, 2021-2026 (billions, % change, and % of total retail sales)
Retail Ecommerce Sales in Germany, 2021-2026 (billions, % change, and % of total retail sales)Retail Mcommerce Sales in the Former EU-5*, 2021-2026 (billions, % change, and % of retail ecommerce sales)
Retail Ecommerce Sales in Germany, by Product Category, 2022 (billions)Retail Ecommerce Share of Product Category Sales in Germany, 2022 (% of total category sales)
Retail Ecommerce Sales Growth in Germany, by Product Category, 2022 (% change)Categories in Which Consumers in Germany Are Planning to/Have Already Reduced Spending Due to Inflation, March 2022 (% of respondents)
Digital Buyers in Western Europe, by Country, 2022 (millions and % of internet users)

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authors

Karin von Abrams

Contributors

Alina Brentnall
Senior Researcher
Oscar Bruce Jr.
Senior Forecasting Analyst
Suzy Davidkhanian
Principal Analyst, Retail & Ecommerce
Bill Fisher
Principal Analyst, UK
Zach Goldner
Junior Forecasting Analyst