Mobile commerce to approach half of all European online sales by 2018

Smartphone and tablet based commerce is expected to account for 49 per cent of all online sales in Europe by 2018, according to new research published by Forrester.

The market researchers believe that the mobile sector will fall within a hairs breadth of a majority in the €142bn (£111.5bn) market by that time, with mobile accounting for €28.2bn (£22bn) of that total and tablets the remaining €113.3bn (£88.7bn).

The figures cover seven key European markets; France, Germany, Italy, the Netherlands, Spain, Sweden, and the UK and mark a stark departure from the present day values of 20 per cent and €43bn (£33.7bn) respectively.

Should this eventuality come to pass it would represent an impressive compound annual growth rate of 41 per cent over the next five years with tablets outperforming mobile with a CAGR of 46 per cent versus 27 per cent for mobile.

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