Penetration Rate*: In Spain, Amazon’s penetration rate is the lowest, covering 50% of the online market. In Germany, the platform covers 64% of the market.
*Penetration rate refers to the proportion of consumers who have made a purchase among potential consumers. In other words, it indicates the market coverage rate.
Average Spending: Germany also leads in average spending, with Germans having spent an average of €1,377 on Amazon in the last 12 months. In Italy, the average spending surpasses 1,000 euros, reaching €1,064. In the UK, the average is €999, and in France, it is €860. Spaniards are the least spenders at €768. Average spending varies twofold across the European market.
Average Basket Value: The average basket value ranges from €27 for the UK to €46 for Italy. Both the French and the Spanish have an average basket value of €43, while Germans have €36.
Number of Items per Order: Unsurprisingly, the act of purchasing has become commonplace on Amazon. For all analyzed countries, the number of items per order ranges from 1.2 to 1.4.
Purchase Frequency: It varies twofold between Spain (18 orders in a year) and Germany (39 orders placed).
Wallet Share: In France, Amazon’s customer** base allocates 35% of its online shopping budget to Amazon. In Italy, out of €100 spent online, €69 goes to Amazon for the customer base. The Italian customer base is the most loyal in Europe.
**Amazon Customer Base: Customers who have made at least one purchase on Amazon in the last 12 months.
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