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BizReport : Ecommerce : March 25, 2011

Ecomm hubs reaching three-quarters of European audience

In Europe, few things are hotter than online shopping. New data from comScore indicates that online shopping hubs have a market penetration of nearly three-quarters of the entire online audience, up 8% from 2010 numbers. The report finds that one in ten online sessions included a retail website visit.

by Kristina Knight

comscore.bmpIn all, more than 270 million unique visitors hit retail hubs throughout Europe in January 2011, pushing ecommerce penetration to at least 75% in 18 European markets. The largest ecommerce penetration is occurring in the UK (89% reach), France (87%) and Germany (82% reach), but even in Russia, the country with the smallest reach, nearly 60% of consumers are online shopping.

Why the trend to online shopping hubs? According to a recent IMRG survey, most UK ecommerce devotees are shopping online because it's a greener option than driving from mall to mall or store to store.

What are these consumers looking for online?

• 31% are comparison shopping
• 28% are shopping for clothing/apparel; these consumers spend about 23 minutes on-site
• 27% are consumer electronics shoppers
• 20% are computer hardware shoppers
• 15% are computer software shoppers

Amazon is the only retail hub to appear in the top five destination points in all of the top five markets (UK, France, Germany, Ireland and Netherlands) is reached by between 18% and 48% of the population. Other hot properties include Apple, which is a top five destination in four of the top markets, and Otto Gruppe.

Tags: comScore, ecommerce, european consumers, IMRG, online shopping, shopping trends

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