Eurostat releases 2015 eCommerce trends report

More and more EU citizens are using eCommerce services, according to a recent report commissioned by the statistical office of the European Union, Eurostat, which suggested that an average of 65 per cent of internet users on the continent shopped online.

The report, which focused on all member states, evaluated the responses of 151,685 EU households and a total of 202,185 individuals, between the ages of 16-74, and analysed eCommerce consumer trends over a 12 month period.

More than 87 per cent of UK internet users, as well as in Germany and Denmark (both 82 per cent) had either purchased or ordered goods on the internet. Furthermore, less than 40 per cent of individuals used online shopping in Italy (39 per cent), Cyprus (32 per cent), Bulgaria (31 per cent ), Italy (39 per cent) and Romania (18 per cent). The largest increases between results recorded in 2012 and 2015 were recorded in Lithuania, Bulgaria, the Czech Republic, Hungary, Spain and Latvia, where all countries experienced an increase of more than 10 per cent.

Sports equipment and clothing proved to be the most popular purchased items in 2015, with 60 per cent of respondents purchasing at least one article of either category. This was closely followed by travel and holiday accommodation (52 per cent), event tickets (39 per cent), electronic appliances (27 per cent) and groceries (20 per cent), among other popular goods.

According to Eurostat, 70 per cent respondents claimed not to have had any issues when purchasing goods online. Recorded issues most often encountered were related to either; a slower delivery time than previously indicated at the time of purchase (16 per cent), technical failure of a website while ordering goods (12 per cent), receiving incorrect or damaged goods (8 per cent) difficulty in finding information on product guarantees (5 per cent) and issues when making a complaint and not receiving a satisfactory response to a complaint (4 per cent).  

In addition, 30 per cent of eCommerce users purchased from other EU member states, compared with 25 per cent in 2012.

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