Our GfK Point of Sales Tracking data shows that online sales of Technical Consumer Goods (TCG) in Europe continued to grow during Q1-Q3 2016, reaching 22.5% with a 9% year on year growth rate since 2011.
All sectors, except Photo, grew significantly online. Small Domestic Appliances, Telco and Multifunctional Technical Goods (USB memory stick, memory cards, CDs/DVDs, cables, etc.) contributed all a strong 2-digit growth. Information Technology is the biggest TCG sector online with an online sales penetration of 26% in value terms compared to Consumer Electronics with 11%. Between countries, the share of Internet sales varies widely across Europe with Czech Republic leading the way at 41.1%.
Despite the continuous growth of Internet sales, more than two thirds (77.5%) of all TCG sales take place in a physical store.
Download our infographic for more key facts on online vs. traditional sales of TCG in Europe.