"The UK, Germany and France currently dominate European e-commerce, accounting for 72% of total online sales," says Jeffrey Grau, eMarketer Senior Analyst and the author of the new report, European B2C E-Commerce: Spotlight on the UK, Germany and France.
"By 2011, the combined market share of the three major B2C e-commerce markets — the UK, Germany and France — will drop slightly as smaller, second-tier markets provide a new wave of growth," says Mr. Grau. "Further out on the horizon, a third wave of growth will center on Eastern European countries as they begin embracing e-commerce."
According to comScore World Metrix, the Netherlands and Nordic countries already have the highest Internet adoption rates in Europe.
"Of course, it must be remembered that in terms of total Internet users, those countries are dwarfed by Germany, the UK, France, Italy and Spain," says Mr. Grau.
