Europe: e-commerce continues to surge
Now that 65% of Europeans are using the internet, compared to 31% in 2006, no less than 60% of the Old Continent's web users have also become online buyers.
As a result, online sales recorded an average increase of 22% across all the various European countries. And though the survey carried out by Savills highlghted that double-digit growth will not always be the norm, it estimated that the future share of the European retail trade accounted for by online sales will be 20-25%.
Despite this, physical retail outlets will still always be needed to provide inspiration. By 2025, the majority of Europeans will be living in highly-urbanised areas. And nearly half of them (47%) will be Millennials, while the employment rate of senior citizens is expected to increase. The consumption habits and spending power of these two population segments are already widely targeted by retailers.
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