Depends very much on which country. It's very strong in the UK - has reached 16% of all retail, much higher than anywhere else in the world. In other countries the e-commerce offer is very poor indeed so it is much lower. The problem is not that people don't want to shop online, it's that the retailers are slow to offer a good e-commerce offer. Like everywhere, books, music, electronics all sell well online. Clothing is really taking off. Germany has strong e-commerce as well, as does Iceland. In general, northern Europe is in the forefront (as for all technology adoption) with southern Europe lagging behind.
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