Europe Omnichannel Commerce Trends 2024
Online shopping preferences in Europe indicate a notable uptick in purchases made through social media platforms in the area: new yStats.com report.
The surge in M-Commerce, social shopping, and personalization shapes European consumer preferences in 2023
The current state of omnichannel retail is characterized by a noticeable shift towards physical stores and a worldwide expansion of omnichannel shopping. Trends like virtual shopping, social shopping, and a rising desire for tailored omnichannel shopping experiences are molding the retail landscape. According to the 2023 report, there has been a significant surge in retail M-Commerce sales, accounting for over 40% of total E-Commerce sales. A considerable portion of M-Commerce transactions now occurs via smartphones, underscoring the increasing reliance on mobile platforms for online purchases.
In Europe, online shopping preferences have undergone significant transformations. More than 20% of online shoppers now prefer buying through social media, marking a substantial increase from 2021. Additionally, approximately one-fifth of online shoppers favor having their orders delivered to a nearby store for pick-up, while fewer than 15% opt for delivery to parcel lockers as of October 2022.
The UK anticipates click-and-collect sales surpassing EUR 50 billion by 2026
With significant growth expected, the UK anticipates click-and-collect sales to surpass EUR 50 billion by 2026, comprising over 18% of retail E-Commerce. In October 2022, approximately 14% of B2C E-Commerce consumers in the UK chose in-store or curbside pickup. The proportion of online sales within total retail sales also increased in March 2023 compared to January 2023. Additionally, in Germany, more than 5% of online shoppers preferred B2C E-Commerce orders to be delivered to the retailer's store for pick-up in 2022. The share of online sales in total retail in Germany also increased between 2021 and 2022. Notably, in Q3 2022, over 50% of German Internet users were engaged in researching products and brands online.
- 1. Management Summary
- 2. Global Developments
- Omnichannel Retail Trends, November 2023 (1 of 2)
- Omnichannel Retail Trends, November 2023 (2 of 2)
- Share of Retail M-Commerce Sales Making Up Total Retail E-Commerce Sales, in %, 2022 & 2023e
- Share of Smartphones Accounting For Total M-Commerce Sales, in %, 2023e
- Shopping Channels Used at Least Weekly in the Last 12 Months, in % of Respondents, February 2022 & February 2023
- Most Important Attributes of Physical Store Shopping Experience, in % of Respondents, February 2023
- Issues Experienced “Almost Always” or “Frequently” While Shopping In-Store in Last 3 Months, in % of Respondents, February 2023
- Share of B2C E-Commerce Shoppers Who Picked Up Their Most Recent Online Purchase In-Store or Curbside, in %, October 2022
- Share of Respondents Who Shop In-Store or Order Online to Pick-Up In-Store Due to the Ability of Verifying Product Condition and Assurance of Correct Items, in %, February 2023
- Share of Respondents Who Planned to Shop in Physical Stores Because They Missed Doing so During Pandemic Lockdowns, in %, February 2023
- Share of Respondents Who Planned to Increase In-Store Shopping and Decrease Online Shopping as Delivery Costs Are Too High, in %, February 2023
- Expected Changes in Online Shopping Behavior, in % of Respondents, February 2023
- Expected Changes in In-Store Shopping Behavior, in % of Respondents, February 2023
- Metaverse-Related Activities Undertaken in The Last 6 Months, in % of Metaverse Users, February 2023
- Top 5 Customer Acquisition and Retention Strategies, in % of SMBs & Enterprises, September 2022
- Share of Businesses That Are Confident That Physical Stores Will Continue to Play an Important Role in Future Commerce Growth, in %, September 2022
- Share of Business Decision Makers Who Believe That Interacting With Customers in the Metaverse Will Become Commonplace, in %, September 2022
- Share of Total Retailers Who Coordinate Experiences as Customers Switch From One Channel to Another, in %, 2022e
- 3. Europe
- 3.1. Regional
- Preferred Online Shopping Channels, in % of Online Shoppers, 2021 & October 2022
- Preferred Alternative Shipping Options, in % of Online Shoppers, October 2022
- 3.2. UK
- Click-and-Collect Sales, in GBP billion, & Share of Retail E-Commerce Sales, in %, 2020-2026f
- Share of B2C E-Commerce Shoppers Who Picked Up Their Most Recent Online Purchase In-Store or Curbside, in %, October 2022
- Most Preferred B2C E-Commerce Delivery Options, in % of Online Shoppers, 2022
- Share of Online Sales Making Up Total Retail Sales, in %, January 2023, February 2023, March 2023
- Share of Internet Users Who Research Brands and Products Online, in %, Q3 2022
- Share of Online Shoppers Who Order Through Social Media Regularly, in %, October 2022
- Share of Online Food Retail Making Up Total Food Retail, in %, Mach 2022* & March 2023
- 3.3. Germany
- Most Preferred B2C E-Commerce Delivery Options, in % of Online Shoppers, 2022
- Share of Online Retail Making Up Total Retail, in %, 2021* & 2022e
- Share of Internet Users Who Research Brands and Products Online, in %, Q3 2022
- Share of Online Shoppers Who Order Through Social Media Regularly, in %, October 2022
- 3.4. France
- Most Preferred B2C E-Commerce Delivery Options, in % of Online Shoppers, 2022
- Share of Internet Users Who Research Brands and Products Online, in %, Q3 2022
- Share of Online Shoppers Who Order Through Social Media Regularly, in %, October 2022
- 3.5. Italy
- Most Preferred B2C E-Commerce Delivery Options, in % of Online Shoppers, 2022
- Share of Internet Users Who Research Brands and Products Online, in %, Q3 2022
- Share of Online Shoppers Who Order Through Social Media Regularly, in %, October 2022
- 3.6. Spain
- Most Preferred B2C E-Commerce Delivery Options, in % of Online Shoppers, 2022
- Share of Internet Users Who Research Brands and Products Online, in %, Q3 2022
- Share of Online Shoppers Who Order Through Social Media Regularly, in %, October 2022
- 3.7. Poland
- Online Channels Used to Research Prior to Purchase Decision, in % of Respondents, Q2 2022
- Most Used Online Grocery Shopping Channels, in % of Respondents, Q2 2022
- Online Channels Used to Research Prior to Online Grocery Purchase Decision, in % of Grocery Shoppers, Q2 2022
- 3.8. Sweden
- Share of Internet Users Who Research Brands and Products Online, in %, Q3 2022
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