Online shopping surges as European consumers prioritize online shopping

As shown in the figure above, when we compare the charts for 2021 and 2020, we can see a more obvious difference. The most obvious is that online shopping volume during the peak season in 2020 continued to grow, while online shopping volume in the first few months of December 2021 grew more slowly.

However, the growth trend of holiday shopping in December 2021 shows us a positive change in the average number of online purchases per consumer per month. Among them, British consumers have the highest average purchase volume, Germans rank second, and the Dutch rank third, but with the largest increase; Norway ranks fourth with 4.1 online purchases, but it is still a significant increase.

Compared with 2020, e-commerce volumes are still lower, but people seem to have gotten used to the ravages of the pandemic this year, so 2020 was an extremely abnormal year, while 2021 is a more normal year for e-commerce growth.

Although offline retail has gradually begun to recover, online shopping has not been greatly affected. Data shows that the online share of total spending in these European countries has increased.

In December 2020 , the share of online spending in the Netherlands was 47%, rising to 49% in December 2021. In Germany, the share of online spending in total spending reached 48% in 2021, an increase of 1 percentage point compared to 2020. Norway's share of online spending also grew, rising from 36% in 2020 to 38%. The United Kingdom (only) achieved the highest share of 57% in December 2021.

During the peak season in these countries, the percentage of online spending increased while the percentage of offline spending decreased, which means that consumers prioritize online shopping over physical stores during this busy festive period of the year.

In summary, the 2021 peak season showed an increase in online shopping. The average number of online purchases per month may not be as high as in 2020, but the peak season is indeed worthy of the name. Consumers are buying more and more online compared to offline. In addition to the continued increase in consumers' online purchases, consumers have also become more loyal to online channels in 2021 since 2020.

Therefore, it can be foreseen that the European online market still has huge potential in 2022. How to enhance the competitiveness of their own brands and increase the repurchase rate of products remains the primary issue that e-commerce sellers need to pay attention to.

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