European behavior in e-commerce

An interesting article on today's issue of eMarketer underlines the differences in online purchases of European customers. UK is the leading market, but Germany as well as France are both growing fastly in terms of online buying habits and budget-consciousness. 

Users of Western Europe are savvy and wise: they pay attention to deals and sales, especially in times of recession. Price comparison sites like Kelkoo, PriceRunner and Shopzilla are their first point of access to the Internet when they are looking for something to buy.