UK reported highest ecommerce revenue in 2010

Report Linker recently released its Europe B2C E-Commerce Report 2011, which analysed 35 countries in Central, Western and Eastern Europe, as well as Scandinavia, in terms of their ecommerce trends and revenue figures.

The U.K. was reported to have generated the most overall ecommerce revenue in 2010, followed closely by Germany, France, Spain and Italy. The report also suggested the number of online shoppers throughout Europe should surpass 200 million by 2015.

The report showed online revenue for fashion items is continually increasing in the U.K., with almost half of all shoppers between the ages of 25 and 34 purchasing clothes and sports goods from online stores. While clothes and sports goods was the most popular category for online purchases throughout Central Europe, in Sweden, 40 percent of 25-34-year-olds purchased books and magazines online in 2010.

Keeping in line with the growing ecommerce trend, the U.K.'s largest adult retailer, Ann Summers, recently launched a new website as part of a re-branding effort to increase sales and enhance its online presence. The new online shop features an updated online image, a more user-friendly interface and enhanced product detail pages.