Despite a shrinking economy, online shopping in Europe continues to grow consistently and according to a Forrester report it shows no signs of slowing down. The study reveals that mobile commerce will represent seven percent of online sales in Europe by 2017. This represents $23.5 billion or €19.25 billion in terms of sales.
While the total number of mobile shoppers is expected to increase substantially, from 7.6 million in 2011 to over 79 million in 2017, the amount spent by consumers will only improve slightly from €201 in 2011 to €227 in 2017.
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The study also shows that in countries such as Italy and Spain where broadband penetration is low, mobile shopping will surpass web shopping.
In Spain, PayPal is the second most popular system used by 37 percent of online buyers, behind credit card use, 56 percent. Although one-fourth of online merchants accept cash on delivery, only 11 percent of Spanish online shoppers will use this method.
In Italy, despite the preference for prepaid cards, online buyers are most likely to use a mix of payments when shopping online: 45 percent use credit cards, one-third use PayPal and Cash on Delivery is used by 1 in 5 consumers. These figures come from Understanding Online Payment Preferences in Europe.
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