The penetration rate of online shopping in Great Britain in the three months prior to November 2016 was 67 percent. The number of m-commerce users in the United Kingdom in the second quarter of 2016 had reached 33.21 million. Most of these users spend small amounts on average. In the second quarter of 2016, an estimated 12.68 million consumers spent up to ten British pounds on a mobile transaction in the UK. Clothes and shoes are the category of goods that is most purchased online by shoppers in Great Britain. The leading reason for preferring digital products over physical products in the United Kingdom was the perception that they would be received faster once they were bought.
The Italian B2C e-commerce revenue amounted to approximately 10 billion U.S. dollars in 2016. That year, 11.5 million Italian online shoppers purchased clothes online. The revenue generated from online sales of clothing in Italy amounted to 1.42 billion U.S. dollars. The share of global online grocery sales in Italy was 0.4 percent, low compared to other European countries.