U.S. Leads Europe in E-Commerce, Quicker to Adopt Mobile (April 6, 2015)
The U.S. continues to lead e-commerce sales with expected revenue of $349.2 billion in 2015—compared with a combined $254 billion in projected sales in eight European countries, including France, Germany, Italy, the Netherlands, Poland, Spain, Sweden and the U.K., according to a report released last week. RetailMeNot Inc., a marketplace for digital offers, commissioned the report, which was conducted by the Centre for Retail Research based in the U.K.
U.S. consumers have the highest average order value of $115 per purchase online, more than all eight European countries surveyed: France ($81), Germany ($87), Italy ($70), the Netherlands ($89), Poland ($66), Spain ($69), Sweden ($91) and the U.K. ($90). The U.S. also appears to be adopting the shift to mobile at a faster rate than other countries, according to the report, with m-commerce projected to represent 27 percent of total e-commerce sales in the U.S. ($93.6 billion) in 2015, compared with an average of 20 percent of e-commerce in the eight European countries ($61.5 billion).
New generations of smartphones are “changing the game” in mobile commerce, according to Josh Harding, vice president of global operations at RetailMeNot. “Consumers in North America and Europe are growing increasingly comfortable transacting over these devices, thanks to increased connection speeds and bigger screens that make anywhere, anytime shopping effortless,” he said.
With mobile commerce maintaining its momentum, retailers everywhere must properly prioritize technology investments to optimize their mobile experiences and fully capture mobile’s revenue opportunity, he added.
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