Brussels, 31/08/2011 (Agence Europe) - The number of EU consumers buying goods and services online has doubled to 40% over the last five years, but the growth has come mainly in countries where e-commerce was already widespread, and shoppers in Southern and Eastern Europe remain much less likely to buy online. MEPs at the European Parliament's internal market and consumer rights committee were presented with these results of a study on the subject on Tuesday 30 August.
Online shopping is developing but growth varies sharply from country to country. In Denmark, the United Kingdom, the Netherlands and Sweden, more than 65% of consumers buy online. France and Luxembourg are also leading online purchasers, accounting for more than half of all consumers. Belgium is just below the European average, with just under 40%. Romania and Bulgaria are least likely to make online purchases, with less than 10% of their population shopping online. The rate is only slightly higher in Lithuania, Greece, Italy and Portugal.
Such disparities can partly be explained by different internet penetration rates. European households having access to the web average 70% but this figure ranges from between 33% to 91%, depending on the country. The size of the country and its culture also shapes consumer habits.
Three quarters of all purchases are made on the domestic market - in other words, with a seller based in the same member state as the purchaser. Only 14% of European companies sell goods or services on the internet. This figure has been relatively stable over the past five years.
Consumers mainly buy clothes and travel-related goods and services. Online shopping helps cut the sellers' distribution costs and has less of an impact on the environment. Finally, the study also reveals an improvement in European legislation for fighting against illegal online shopping. (O.L./transl.fl)