What are the consumption characteristics of Europeans and Americans?
欧洲消费者网购的产品类目主要是服装和鞋子、家用电子、书籍、美妆产品和家用家具等。
欧洲不同地区的网上购物水平差异很大：荷兰、瑞典和英国等国家拥有成熟的电子商务消费者基础，习惯于通过互联网订购商品/服务(分别为82%、81%和78%)。然而，马其顿、罗马尼亚和黑山等国家的网购率要低得多，尽管这些国家的互联网普及率相对较高。
以区域来分，西欧占了最大的份额(67%)，因为这里有先进的基础设施、高互联网普及率、高度的消费者信任，以及对网上购物的高度熟悉。紧随西欧之后的是南欧(12%)、北欧(8%)、东欧(6%)和中欧(5%)。
欧洲最大的电商国家是英国(1780亿欧元)，其次是法国(932亿欧元)和德国(930亿欧元)，电商增长最快的国家则是罗马尼亚，增长率高达37%。
欧洲的跨境购物
报告显示，2017年有38%的欧洲消费者选择跨境购物。其中，马其顿和葡萄牙的消费者最有可能从外国电子零售商那里购买商品，比例为85%，其次是卢森堡、瑞士、冰岛和奥地利。
欧洲跨境购物面临的主要问题有：配送速度超过规定时间、技术上的失败、配送错误或商品受损、难以找到相关的保证或法律权利信息、投诉后没有满意的答复。 欧洲主要电商平台
亚马逊和eBay在欧洲的网站排名中占据主导地位。然而，速卖通正从东方国家进入欧洲。在跨境购物方面，亚马逊是卢森堡(72%)和奥地利(64%)最受欢迎的跨境网络商店，eBay在塞浦路斯领先(63%)，全球速卖通在俄罗斯(69%)和荷兰(35%)最受欢迎。
英国电商人群消费习惯
英国人的网购热度高是有原因的，他们很多零售商都有悠久的网购传统。Tesco在2000年就开始提供网购，Marks&Spencer（M&S）甚至搞了19年的网购。网购已经成为几乎每个英国人生活的日常生活，植入到英国的文化基因。
看上去很美好？但正因为这种悠久的网购历史使得英国人对网购的产品和服务要求非常高。不过记住，他们一旦被满足就会非常黏住你的产品和品牌。
网购活跃度
消费者每月平均网购6次，而且男性和女性网购占比较平均，27%的男性消费者和25%的女性消费者每周网购1次。从年龄来看：25-34岁是网购主力军，平均每月网购8次；从地域来看：伦敦人网购最活跃，平均每月有7天“沉迷”网购。
法国电商人群消费习惯
1. 网购有较强的季节性：通常在圣诞节期间(11月
Professional answer
The product categories that European consumers buy online are mainly clothing and shoes, home electronics, books, beauty products and home furniture.
The level of online shopping varies greatly in different regions of Europe: countries such as the Netherlands, Sweden and the United Kingdom have a mature e-commerce consumer base and are accustomed to ordering goods/services through the Internet (82%, 81% and 78% respectively). However, countries such as Macedonia, Romania and Montenegro have much lower online shopping rates, although these countries have relatively high Internet penetration rates.
By region, Western Europe accounts for the largest share (67%) because of its advanced infrastructure, high Internet penetration rate, high consumer trust, and high familiarity with online shopping. Following Western Europe are Southern Europe (12%), Northern Europe (8%), Eastern Europe (6%) and Central Europe (5%).
The largest e-commerce country in Europe is the United Kingdom (178 billion euros), followed by France (93.2 billion euros) and Germany (93 billion euros), and the fastest growing e-commerce country is Romania, with a growth rate of 37%.
Cross-border shopping in Europe
The report shows that 38% of European consumers chose cross-border shopping in 2017. Among them, consumers in Macedonia and Portugal are most likely to buy goods from foreign e-retailers, with a proportion of 85%, followed by Luxembourg, Switzerland, Iceland and Austria.
The main problems faced by cross-border shopping in Europe are: delivery speed exceeds the specified time, technical failure, delivery error or damaged goods, difficulty in finding relevant guarantee or legal rights information, and no satisfactory response after complaint. Major European e-commerce platforms
Amazon and eBay dominate the website rankings in Europe. However, AliExpress is entering Europe from Eastern countries. In terms of cross-border shopping, Amazon is the most popular cross-border online store in Luxembourg (72%) and Austria (64%), eBay leads in Cyprus (63%), and AliExpress is the most popular in Russia (69%) and the Netherlands (35%).
British e-commerce consumer habits
There is a reason why British people are so enthusiastic about online shopping. Many of their retailers have a long tradition of online shopping. Tesco started offering online shopping in 2000, and Marks & Spencer (M&S) has even been doing online shopping for 19 years. Online shopping has become a daily part of almost every British person's life and has been embedded in the British cultural genes.
It looks great? But it is precisely because of this long history of online shopping that the British have very high requirements for online shopping products and services. But remember, once they are satisfied, they will be very sticky to your products and brands.
Online shopping activity
Consumers shop online an average of 6 times a month, and the proportion of online shopping for men and women is relatively even, with 27% of male consumers and 25% of female consumers shopping online once a week. In terms of age: 25-34 years old are the main force of online shopping, with an average of 8 online shopping times a month; in terms of region: Londoners are the most active in online shopping, with an average of 7 days a month "addicted" to online shopping.
Consumption habits of French e-commerce population
1. Online shopping has a strong seasonality: usually during the Christmas period (November
The survey shows that 57% of European and American consumers prefer online shopping. They spend an average of 5 hours a week online shopping for products they need, including electronic products, clothing, household goods, sports goods, pet supplies, etc.
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