Share of online turnover Western Europe 2016-2018, by channel

This graph presents the share of online turnover in selected Western European countries from 2016 to 2018, sorted by sales channel. In 2018, click & mortar turnover caught up with pureplay online retailers, representing 51 percent of all online turnover. Unlike pureplay online retailers, click & mortar sales channel combines physical and online retailing. In 2016, only 42 percent of all online turnover was generated through this channel.

Share of online turnover in Western Europe from 2016 to 2018, by sales channel*

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Release date

May 2019



Survey time period

2016 to 2018

Supplementary notes

* Western European countries considered in this study include Austria, Belgium, Denmark, Finland, France, Germany, Norway, United Kingdom, Greece, Ireland, Italy, the Netherlands, Portugal, Spain, Sweden and Switzerland.

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Statistics on "Retail technology in the United Kingdom (UK)"

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