Free trade and competition rules for EU members seem working best for online sellers and shoppers in Western Europe. Cross-border sales of business-to-consumer e-commerce platforms in the UK, Germany, France, Italy and Spain are expected to total $56 billion by the end of 2014, according to a new eMarketer report, “Western Europe B2C Ecommerce Trends: Omnichannel Is the Watchword as Markets Gain Sophistication.”
In Western Europe, the non-domestic sales are 14% of total e-commerce transactions in the region today, and expected to rise even more in the next couple of years. The report says that the cross-border sales will more than double by 2018, to account for 20% of the region’s total e-commerce sales.
The highest numbers of cross-border buyers were in Italy and Spain, “where the economic downturn has kept many retailers short of resources to invest in up-to-date technology, design improvements and product ranges for their own online stores”, the report reads.
It’s worth to note that the UK who still stays out of the eurozone, was the most popular choice for cross-border online shopping among European residents in 2013, followed by Germany and France, according to yStats.