Hot Topics:

Mobile Shopping Surge Expected in Europe

Europeans to spend $23 billion via smartphones by 2017.

Europeans will buy a lot with their mobile phones in the coming years. They’ll buy so much, in fact, that mobile shopping is expected to surpass $23 billion in just five years.

That’s according to a report by Forrester Research, which projects that mobile shopping in Europe will account for 6.8 percent of online purchases, or $23.49 billion worth of sales in 2017. The increase is expected to start soon. Last year, purchases via smartphones accounted for 1 percent of online buys, bringing in an estimated $2 billion. This year, mobile shoppers are expected to spend $3.34 billion and $5.64 billion next year.

Books, music, DVDs, tickets and auctions are expected to see the biggest increases in mobile commerce, according to the report.

But the average amount shoppers spend on purchases with their mobile phones won’t be the driving force behind the projected increase. Rather, it will be the increase in the number of people who use their phones to buy, the report adds. Forrester notes that the number of people making mobile purchases will increase from 7.6 million in 2011 to 79 million in 2017.

The U.K. is expected to lead the way. Germany will lag behind, as that country has a low smartphone adoption rate, Forrester adds.

Martin Gill, the author of the report, notes in Internet Retailer that more European shoppers will use smartphones to make more “traditional” purchases online, as they become more familiar with mobile shopping.

About the author

Olga Munoz
Olga Munoz is editor of In addition to writing news and feature articles about e-commerce, selling trends, online marketing and other topics of interest to online sellers, Olga manages the site's social media efforts. A journalism graduate of Chico State, Olga says her favorite part of being a journalist is learning interesting facts that help put stories into perspective, attending industry events and meeting interesting people "that leave you smiling, even in tough situations." Opinions expressed here may not be shared by The Online Seller and/or its principals.

Newsletter Signup