2015 has been a successful year for eCommerce. But its full potential remained untapped with only 12% of EU retailers selling online to consumers in other EU countries, and 37% within their own country.
Similarly, only 15% of consumers purchase online from another EU country, while 44% do so from their own country. An explosive growth is predicted in 2016 and the value of eCommerce is expected to double in the upcoming years.
“Mobile” is becoming the consumer’s preferred way of shopping and mCommerce is set to take centre stage in 2016 with a growth twice as fast as eCommerce. Optimisation of the mobile platform, therefore, is of the highest priority for retailers and suppliers. A survey shows that 69% of them admit that they are busy making their apps and websites (more) responsive and more intuitive for users, customers.
Since 2010 we are talking about the Age of the Connected Customer. Europe has more than 33 million e-shoppers. The technological possibilities for a brand, retailer or e-tailer to connect with customers are enormous. But all services are being criticised. Customers expect truly personalised experiences, and a lot more. So what are the eCommerce challenges of 2016?