pulse points
Useful facts and tips for spa professionals.
European E-Commerce Projected to
Grow 12% Annually Through 2016
A
ccording to the newly released report called
European Online Retail Forecast: 2011 to 2016 by
Forrester Research Inc., online shopping in many
European countries is projected to grow at a pace
of 12 percent annually through 2016. Surprisingly, the highest
growth is expected to take place in southern European markets
where consumers have been slower to embrace online shopping, like for instance in Spain (growth projections at 19
percent annually) and Italy (growth projections at 18 percent
annually). The United Kingdom and Germany will continue to
see growth in online retail at an estimated 11 percent and 12
percent annual growth respectively.
The technology-focused research and consulting firm estimates that online retail sales in 17 major European markets will
increase from 96,706 million euros (US$129.6 billion) in 2011
to 171,957 million euros (US$230.4 billion) by 2016, a compound annual growth rate of 12.2 percent.
Percentages of Consumers
Buying Online
(Years in Comparison: 2011 and 2016)
COUNTRY
2011
2016
France
63%
76%
Germany
69%
81%
Italy
36%
47%
Netherlands
75%
85%
Spain
41%
58%
Sweden
72%
86%
U.K.
75%
85%
12 PULSE
■
May 2012
Whether you are a company that retails beauty products or
a spa that accepts online reservations, tap into this growing
market by having a strong online presence. Regularly update
your website to provide consumers fresh product or treatment
information. Link your Facebook account to your website shopping cart so online shoppers can buy your products after their
social media circles recommended your brand. Finally, given the
blurring line between online and physical shopping now that
more and more shoppers check deals through their mobile
smartphones while in stores, be sure to have a strong mobile
marketing strategy in place.