Fresh research into the European online retail market has found that sales are likely to double to €323bn (£275bn) by 2018 – with much of that growth being driven by Amazon.
The Mintel survey looked at 19 continental markets, concluding that their combined sales would hit €188bn this year, up from €166bn in 2012.
Of this increase Holland, Poland and Spain are expected to grow at the fastest rate whilst Norway and Sweden have the highest spend per capita.
These overall figures mask a big north south split across the continent however with France estimated to be around five years behind Britain in its uptake of online sales… whilst Mediterranean countries lag even further behind.
This also presents an opportunity for the likes of Amazon however, which could double its market share in Europe over the next four years.
In Britain Tesco (2.3 per cent), Asda (1.1 per cent) and Sainsbury’s and Sainsbury’s (0.9per cent) all made it onto Mintel’s European top 10.