In 2017, 500 European retailers took market share from offline competitors, with overall online sales up 13.9%, while Western Europe’s total retail sales grew only 2.6%. Amazon will be able to distance itself from its major European competitors, achieving a 21.2% growth in the region and operating e-commerce sites in six countries.
Amazon’s growing dominance in European shopping is one of the major conclusions of Internet retailers’ analysis of the top 500 online retailers in Europe in 2018, while online grocery shopping (especially in the UK) It is also growing.
Overall, European top 500 retailers and consumer goods brands are taking market share from offline retailers. According to Stastata, sales of the top 500 in Europe increased by 13.9% year-on-year in 2017, while total retail sales in Western Europe increased by only 2.6%.
In 2018, British consumers purchased 6.0% of groceries online.
Over the years, Amazon has maintained its leading position in the European Top 500 and expanded its lead in 2017, with a year-on-year increase of 21.2%. Among the top 10 online retailers in Europe, only German clothing online retailer Zalando SE (ranked 6th in the European Top 500) grew faster, achieving a 21.5% growth in 2017. However, competition from Amazon and other retailers has led financial analysts to worry about Zalando’s prospects. From July 2018 to February 2019, Zalando’s share price fell by nearly half.
Amazon has a large market in Europe. According to data from the logistics consultancy MWFVL, as of February 2019, the company operates websites in the UK, France, Germany, Italy, Spain and the Netherlands, with 174 different types of distribution centers in Europe. It leverages a vast distribution network to provide European consumers with fast delivery services such as Amazon Prime Now.
Buying groceries online
In order to expand its dominant position in the European business sector, Amazon is constantly adding new convenience features. The Amazon Prime Wardrobe service was launched in the UK in October 2018, and consumers can try on clothes at home before buying.
At the same time, the home appliance giant launched Amazon’s fresh food distribution service in major cities in the UK and Germany. Amazon has also partnered with two food chains in the UK and France to launch a food distribution service that has caught up with the growing trend of online shopping in Europe.
According to data from food and grocery research company IGD, in 2018, British consumers purchased 6.0% of food online. The company expects e-commerce to become the fastest-growing sales channel in the UK grocery market from 2018 to 2023, with online sales up 52%.
Where is the growth?
Despite competition from companies such as Amazon, Otto Group and Apple, there is still room for newcomers in the European e-commerce space. British sportswear brand Gymshark is a good example. The brand was founded in 2011 by 19-year-old entrepreneur Ben Francis and is the fastest growing among the top 500 European companies. In 2017, the brand’s online sales increased by 205.0%.
It is worth noting that seven of the top 10 fastest growing companies in Europe are consumer brand manufacturers. There are also two retail chains and one online retailer in the top ten. Brands can control where and where products are sold, which allows them to be differentiated from all-encompassing shopping portals like Amazon.
In terms of national growth, Finland ranks first. Although it has only two representatives in the European Top 500, their total growth rate is 30.4%. Turkey’s total growth rate is 19.0%, ranking second among the top 500 European companies.
The UK is the largest country on the list of the top 500 European companies, with 126, with online sales of $41 billion in 2017, accounting for 22.2% of the total sales of the top 500 European companies of $185 billion. In the European sales market, the United States has a leading market share, with sales of 40 of the 500 websites in Europe accounting for $49.8 billion, or 26.9%. Amazon and Apple account for the majority of the US market.
Mass Merchant – a group including Amazon, is the top 500 European merchandise category in terms of sales, accounting for 39.1% of Europe’s top 500 sales, followed by apparel/accessories, accounting for 22.1%. The fastest growing product category is automotive parts/accessories.