Online shopping continues to show a growth trend throughout some top European countries.  Even where traditionally the European market has been lower, Forrester estimates that by 2016, online shopping will increase 11%-19% for countries like the U.K. and Spain respectively.  The reasons are varied, but the highest rated cited explanations for an increase in online shopping are: saving time, product selection, and keeping up with current trends.

According to Don Davis of Internet Retailer, “By 2016, online sales will account for more than 14% of total retail sales in the United Kingdom and more than 10% in Germany, the two leading European markets in online sales, Forrester analyst Martin Gill projects in his report, “European Online Retail Forecast: 2011 to 2016.”

This completely drives home why US companies need to have a user-friendly website, as well as attempt to incorporate international shipping.  The demand is only going to continue to skyrocket, and US merchants should answer with a strong supply.

For more information on this topic, check out the full IR article here:

http://www.internetretailer.com/2012/02/27/european-e-commerce-will-grow-12-annually-through-2016