Poland was the fastest-growing e-commerce market in Europe in 2011

2012-02-06



Poland recorded total online sales of €4.51bn in 2011, measuring the largest level of growth (34%) in all the dynamics of Europe, as follows from the research of Centre for Retail Research sponsored by Kelkoo. By comparison, the UK, as first in online sales in Europe in terms of market value, was worth €59.42bn, and grew by 14% (versus 2010), while the second most valuable market, Germany, registered an increase of 15%, reaching €45.07bn.
It is projected that development of online sales in Poland will slow down in 2012, reaching a level of €5.59bn. However, Poland will remain in its position as the fastest growing market. The second position will be presented to France, with 22% of development dynamics.
As calculated by the agency, online sales in Poland held over a 3% share in the total retail trade in the country last year, compared to a 12% share in the UK or 9% in Germany and Switzerland. At the same time, online sales in Italy gained by only 1.3% of the domestic trade market in 2011.
The value of online sales per customer in Poland in 2011 amounted to €457.6 (with each customer buying 15 products on average). In 2012, this amount is expected to reach a figure of €523.2 (18 products on average). Online sales per customer in the UK last year accounted for €1,693.7 (39 products on average). In the current year, it is forecasted to increase to €1,741 and 43 products per customer.

Online sales and number of purchased items per customer in the selected European countries, 2011-2012
Centre for Retail Research, 2012
	Online sales per customer in 2011 (€)	Forecasted online sales per customer in 2012 (€)	No. of items purchased in 2011	Forecasted no. of items purchased in 2012
United Kingdom	1,694	1,741	39	43
France	1,441	1,688	28	32
Denmark	1,897	1,967	31	32
Germany	991	1,032	25	28
Italy	1,261	1,399	22	26
Benelux	867	870	20	25
Norway	1,734	1,767	21	24
Poland	458	523	15	18
Spain	893	947	17	19
Sweden	1,086	1,099	26	28
Switzerland	1,539	1,553	28	33