Localised Targeting Is Key To E-Commerce Success In Europe, Says Fletcher

A new report from Fletcher Research shows that by 2004 there will be 121 million Europeans connected to the internet and they will be spending €17 billion (£11.3 billion) via online shopping. The report, Internet Europe: Connecting The Consumer, also warns that Europe will be many online markets, not just one big honey-pot, and to be successful business will have to combine strong branding with locally- and regionally-tailored services.

Five key countries will make up 75% of the European internet population by 2004, according to the survey. Of these, the UK is the second largest, accounting for 25 million of the 121 million European users. Fletcher believes that to reach these users e-commerce groups will have to do more than just translate their websites into local languages; they will need to localise services to take into account differences in culture, law and payment systems.

Commenting on the report, Caroline Sceats, business analyst at Fletcher, says: “Europe has the potential to become a larger internet market than the USA, but the complexity of creating successful internet business models across the continent will mean the marketplace will develop very differently. Providing a one size fits all solution just won’t be enough to compete effectively.”

The 140-page Internet Europe: Connecting The Consumer report is available from Fletcher Research at a price of £1,995.

Fletcher Research: 0171 631 0202 … http://www.fletch.co.uk/