Clothing most popular category for online shoppers in Europe: Ystats

Whether in Germany, France or the UK, clothing and sports apparel are the most popular items to purchase online right now, making up 64% of German purchases, 57% for the French, and 55% for the English.  

The product categories bought online by the French - Ystats

However, from here the purchase category ranks differ according to the country. In Germany, magazines and newspapers come in third place, but feature in fifth spot in France and seventh in the UK. Travel and holiday accommodation are the second most purchased category online in France, and is the third most common purchase in the UK. 

The latter market, currently in negotiations to exit the European Union which could impact e-commerce in the future, is the champion nation of m-commerce. In 2016, 86% of English consumers shopped using their mobile. A figure which is set to reach 90% in 2017. The English also have the strongest online shopping penetration rate in western Europe at 87%. The UK is ahead of Denmark (84%), Germany (82%), and Luxembourg and Switzerland (80%).


Shopper penetration rate in western Europe - yStats

In France, in the first quarter 2016, m-commerce represented 22% of total e-commerce sales and reached 27% for the same period this year. At relatively weak rate compared to the Spanish, who recorded 50% for the same three months.

Elsewhere, the overwhelming majority of French people (96%) carry out their entire purchase process until the order is placed on the internet. Only half of the people surveyed said they practice 'showrooming', researching and trying on products in store before buying them online.

The study compiles data collected from organisations such as Eurostat, Fevad, Mappy, Bitkom, the Office for National Statistics and the Federal Statistical Office.

Translated by Benjamin Fitzgerald

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