Retail Sites Grow in Europe, Visitors Up 5% YOY

December 7, 2007

This article is included in these additional categories:

Europe & Middle East | Retail & E-Commerce

Across Europe, 160.6 million people visited online retail sites in October 2007, an increase of 5% over October 2006, according to a comScore World Metrix report on the European online retail sector, with a focus on the UK, France and Germany.

The October 2007 visitor base represented 70% of the total European internet audience.


  • In the UK, Oct. traffic to retail sites grew 11% YOY, totaling 29 million unique visitors.
  • Online retail traffic in France also grew 11%, reaching 18.1 million unique visitors.
  • In Germany, growth remained relatively flat, with the sector attracting 22.7 million unique visitors.

The lack of growth in Germany was likely due to the trade union strikes in the transport and service industries and the reported decline in consumer confidence.

“The fact that the online retail market now covers 70% of the European internet population and is still growing is impressive.” said Bob Ivins, comScore EVP of European Markets. “The stronger-than-average growth rates in the UK and France portend a healthy Christmas shopping season there. The weakness in the German market is a cause for concern, especially if the strikes continue.”

Top 10 UK Retail Properties


  • The UK’s online retail sector attracted 29 million unique visitors in October, which amounts to 89% of the country’s total online user base that month.
  • The most popular property was online auction site eBay, which attracted 22.2 million unique visitors, or 68% of the UK’s total internet audience.
  • Another pure-play online retailer, Amazon Sites, attracted 14.3 million unique visitors to gain 44% reach.
  • The highest ranking multichannel retail property was Apple Inc, with 10.5 million unique visitors.

Top 10 French Retail Properties


In October, France’s online retail sector attracted 18.1 million unique visitors or 65% of the country’s total online population.

Top 10 German Retail Properties


Germany’s online retail sector attracted 22.7 million unique visitors in October – reaching 68% of the country’s total online population.

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