E-COMMERCE MARKET IN EUROPE IN B2C

Abstract

The paper presents the changes that have taken place in the E-commerce market in Europe. The European B2C e-commerce sales have been steadily growing since 2011. Still, the growth rate has decreased the last few years, from 18.4% in 2011 to 13.3% in 2015 and 12% in 2016. The value of market in 2016 was Euro 509.9 billion. In the category of B2C e-commerce sales, the UK was the clear leader in Europe. In 2015, the British in total spent Euro 157.1bn online, which is more than France (Euro 64.9bn), Germany (Euro 59.7bn) and Russia (Euro 20.5bn) combined. In addition, the share of the UK was more than twice as much as all the other countries outside the top 10 combined. It was found that E-commerce market developed faster than economy but was dependent from her.