Since E-commerce in Europe was published for the first time in 2014, major changes have occurred in the European e-commerce market.
The number of consumers who shop online has steadily increased, especially in Italy, Spain, Poland and Belgium. The average amount for each online purchase has also increased as consumers buy more types of products online and do so more frequently.
The EU initiatives to increase access to the internet, expand broadband infrastructure and eliminate roaming fees within the union provide an important partial explanation. Another reason is that people without an internet connection in the home can now use their cell phones to go online.
European countries are clearly becoming more equal regarding digitalization, and are moving toward a common e-commerce market. The number of European online shoppers is extremely likely to increase and buying behavior online will be broadened, with more types of goods available and more frequent purchases.
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