As shown in the figure above, when we compare the charts in 2021 and 2020, we can see a more obvious difference. Among them, the most obvious is that the online shopping volume in the peak season of 2020 will continue to grow, while the online shopping volume in the first few months of December 2021 will grow slowly.
However, the growth trend of holiday shopping volume in December 2021 shows us a positive change in the average number of online purchases per consumer per month. Among them, the average purchase volume of British consumers is the highest, with Germans ranking second and Dutch ranking third, but the growth rate is the largest; Norway ranked fourth with 4.1 online purchases, but still growing significantly.
Compared with 2020, the number of e-commerce is still low, but this year people seem to have been used to the epidemic. Therefore, 2020 is an extremely abnormal year, and 2021 is a more normal year for e-commerce growth.
Although offline retail has gradually begun to recover, online shopping has not been greatly affected. The data shows that the online share of total expenditure in these European countries has increased.
two thousand and twentyIn December, the share of online expenditure in the Netherlands was 47%, and it will rise to 49% by December 2021. In Germany, the share of online expenditure in total expenditure will reach 48% in 2021, an increase of 1 percentage point compared with 2020. Norway's share of online spending is also growing, from 36% in 2020 to 38%. In the UK (only), the measured value in December 2021 reached the highest share of 57%.
During the peak season in these countries, the percentage of online expenditure increased, while the percentage of offline expenditure decreased. This means that during this busy holiday period of the year, consumers have a relatively high priority in online shopping in physical stores.
In a word, the peak season of 2021 shows an increase in online shopping. The average monthly online shopping frequency may not be as high as that of 2020, but the peak season really deserves its name. Compared with offline, consumers buy more and more online. In addition to the continuous increase of consumers' online purchases, consumers' loyalty to online channels will also be higher and higher in 2021 since 2020.
Therefore, it can be predicted that the European online market will still have great potential in 2022. How to improve the competitiveness of their own brands and improve the repurchase rate of products are still the primary issues that every e-commerce seller needs to pay attention to.