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E-commerce websites: average conversion rate in Europe 2016, by country

Average conversion rate* of e-commerce websites in selected countries in Europe in 2016

by Statista Research Department, last edited May 4, 2016
E-commerce websites: average conversion rate in Europe 2016, by country This statistic presents the average conversion rate of e-commerce websites in selected countries in Europe in 2016. The conversion ratio is the number of orders divided by the total number of website visits. As of 2016, online shops in Germany had the highest conversion rate among the countries shown, at 2.22 percent. The United Kingdom ranked in second place with an average conversion rate of 1.88 percent.
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Average conversion rate* of e-commerce websites in selected countries in Europe in 2016

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Statistics on "E-commerce in the Netherlands"
  • Market overview: a) overall market size
The most important statistics
  • Market overview: b) number of web shops
  • Online shopper demographics
  • Leading e-tailers
  • Selected product groups: a) fashion
  • Selected product groups: b) electronics
  • Selected product groups: c) online grocery shopping
  • Selected product groups: d) food delivery (Takeaway, Deliveroo)
  • Cross-border e-commerce (i.e. Amazon, AliExpress)
  • Online and mobile payment methods
  • Delivery preferences
  • Online sharing platforms: Peerby, Etsy and Airbnb
  • Holiday shopping (Black Friday, Saint Nicholas, Christmas)
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