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E-commerce in SE Europe €40 bln 22-02-2014

It may not have been all moonlight and roses for Southern Europe with the financial crises countries like Spain, Italy and Greece had to face, but in terms of ecommerce this European region was doing well in 2013. It’s estimated that the total online economy of sold goods and service in Southern Europe in 2013 amounted to 39,5 billion euros.

The ecommerce in Southern Europe shows an average annual growth rate of 23% since 2009 and in 2013 it saw a growth rate of almost 18% compared to the €33,5bln market it was in 2012. This is revealed by a report from Ecommerce Europe, an European umbrella organization for online retailers.

According to this organization there were 40 million online shoppers in Southern Europe, which account for 31,25% of the 128 million active internet users these countries have. Ecommerce in Southern Europe makes up for 1,8% of total retail in this region, which consists of Portugal, Spain, Italy, Greece, Turkey, Croatia, Cyprus and Malta. This rate is low, compared to other European regions or countries.

When we look at the countries individually, it’s clear that Spain is ecommerce country number one, with nearly 13 billion euros of ecommerce sales in 2012, while Turkey (number three with €5,4bln) is the fastest growing ecommerce market, showing a 90% growth rate over 2012 and around 40% growth rate for 2013.

When we look at what individual shoppers do, it’s clearly that the average Southern European online shopper spends less than the average European shopper. The European average in 2012 was €1,402, while the average Southern European online shopper only spent €833. But the Greek are obviously not average Southern European online shoppers with €1,347 spent in 2012
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