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E-commerce positions in Europe are growing



E-commerce is becoming more and more competitive to traditional – the part of online shoppers is growing and this purchasing process is being chosen by 1 buyer from 2. So what are the tendencies of the e-procurement market and its consumer activity in Europe and in Lithuania?

Online shopping is gaining momentum

Data from an international survey conducted by the DPD Group reveals that in Europe, online shoppers spend 11.3% of their purchases online and more than half do so at least once a month. According to Gabrielius Bilevicius, DPD Lithuania's sales and marketing manager for the Baltic countries, this is partly due to the experience of the buyers.

"The share of regular online purchases in the majority of European countries is increasing, which confirms that online purchases are gaining momentum. Consumers who have tried shopping at e-shops and have had a positive experience in both the purchase and delivery of goods, are usually picking it up. 86 percent All online purchases in Europe are made by one-third of all e-shop buyers, mostly large ones. But online retailers are growing at an extremely high pace, "he says.

 Ecommerce positions in Europe are growing stronger "title =" E-commerce positions in Europe are growing stronger "width =" 500 "height =" 353 "border =" 0 "/></div><h2> Consumer activity is decisive in market size<br /></h2><p> According to the survey, in Lithuania it is just 9.1 percent. All purchases are done online – it's more than in Latvia and Estonia, where online purchases are less than 8%, but much lower than in other European countries. According to G. Bilevichius, such differences also depend on the differences between the size of the Internet commerce market.</p><p> "In some countries, say Italy, Spain, Austria, and especially Russia, the online commerce market is growing much faster than in countries such as Latvia and Estonia, where its share is still quite small. Meanwhile, the United Kingdom has been strengthening its role as the main market for electronic stores in Europe for some time. This is coupled with the growing activity of shoppers, especially those who buy online at least once a week, "commented G. Bilevich.</p><h2> Internet accessibility does not reflect the frequency of online shopping<br /></h2><p> The average Internet access (in other words, Internet users) is 82% in Europe, 54% of online shoppers use regular e-commerce services and this number is growing in many countries. The survey data shows that the number of Internet users in the country is not a direct reflection of the regularity of online purchases.</p><p> "Internet uses 77% of Internet users. of consumers, 45% online shoppers at online stores at least once a month. Meanwhile, in the neighboring Latvia, Internet access is only 1%. lower, but regularly purchasing customers online – just under 39 percent. The highest penetration of the Internet (93%) is in the United Kingdom, where 66% of all online shoppers buy at least once a month, which is more than the European average. Comparing the penetration of the Internet in different countries, it is observed that this is not the main factor determining the regularity of online shopping, "- commented the expert.</p><script async src=

Purchases are encouraged by technological innovations

According to G. Bilevichius, the technological possibilities of online purchasing and their development have a significant influence on e-commerce, as well as on consumer activity.

"Electronic shops are partly dependent on the development of new technologies. Influenced by mobile technology and smart devices, creating mobile web sites and gadgets is one of the factors for successful e-business. New technologies also stimulate impulsive purchases – consumers are faced with the opportunity to buy even while on social networks. For example, the promotional items here can be obtained by clicking on the advertisement – they are automatically redirected to the buyer's cart in the online store. Other innovative ways of promoting shopping are also emerging, as voice-activated marketing services and virtual reality are already beginning to be used for e-commerce, "he explains.


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