E-commerce in Western Europe will account for 13,9% of total retail sales by 2022. Excluding groceries, this number will rise to 20% of total retail sales in this region. Forrester Research has made this forecast, which predicts that e-commerce in Western Europe will grow 11,3% per year on average over the next five years. Italy and Spain will be among the fastest growers, according to experts.
According to the predictions in the Forrester research, 20% of non-grocery retail sales will be online by 2022. When groceries are included, the percentile will be 13,9%. This is because the sales of groceries online will still be a small part. In categories like music, video and DVD, tickets, computers and software, video games and toys the impact will be much bigger. Despite growing only to a limited percentage in 2022, Forrester predicts that groceries will be one of the fastest growing product categories in the next five years.