European online shoppers will, for the first time ever, spend more
than their US counterparts this Christmas, analysts have
predicted.
In a report released last week, analyst firm GartnerG2 estimated
that worldwide online sales for the final quarter of 2002 would
total $38.2bn (£24.4bn), a 48.4% increase on the same period last
year.
For the first time, Europeans will spend more money online than any
other region, the report predicted, with revenue reaching $15.77bn.
North America, meanwhile, will be the number two region with
revenue at $15.66bn, it said.
Gains in Europe are being fuelled by companies integrating their
mail order and Internet presences, according to Gill Mander,
business analyst at GartnerG2.
"Europeans are using multiple channels, browsing printed catalogues
and then ordering online," she said. "We are seeing this happen
more, especially in the clothing and toy industries."
E-commerce still forms a relatively small part of total retail
sales, so online sales growth relates more to the experience of
users and maturity of e-retailers than peaks and troughs in the
overall retail industry, said Michael Cruz, senior analyst at
GartnerG2.
"Retailers should prepare for a fourth quarter online shopping
onslaught, in spite of the global recession," he said. "Markets are
still maturing, so specific attention is on flawless execution for
return customers."