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What are the most used websites in Europe for DIY product purchases?

E-commerce is the fastest growing retail market in Europe. Online sales in the UK, Germany, France, The Netherlands, Sweden, Italy, Poland and Spain are expected to see a growth of nearly 17%.  However the European  home improvement market in general and the DIY retailers specifically where quite late in adopting E-commerce. In Germany for example, it was not until 2011 before the leading DIY retailers adopted online shops. This is in some way surprising, because large parts of the DIY product range (like power tools and garden products) are quite suited for e-commerce. This late adoption had its consequences as can be seen in the image below. The more specialized online merchants (like Amazon) were already active on the market by then. These pure online players had a role in forcing the DIY retailers to adopt a more profound online strategy.  They also had to rethink their age old motto of whomever has the most floor space most close to the customer wins the battle.  Furthermore, the price wars (like in the UK) threaten to make the big box stores less profitable and in general the pure online players have an edge in low price wars (but that’s a topic for another post). That being said, it would be very interesting to see which websites are being used by consumers to buy DIY products. Are DIY retailers catching up or is the market dominated by the  specialized online merchants? This question, and many others, are answered in the Q1 2016 report (theme: Online buying) of the European Home Improvement Monitor. This quarterly research is based on 26,800 successful interviews with consumers annually. Knipsel2707In the image above it’s clear to see that Amazon, in the countries where they have a presence, has a leading position in France, Germany, Italy, Denmark and Austria. Furthermore, Amazon is a runner up in Spain and the UK.  In Germany and Austria Ebay also has a strong position. In countries with no presence of Amazon or limited (like in the Netherlands and Belgium) the top spots are taken by the DIY retailers (Brico & Gamma).  The second place in these countries goes to, which is also a specialized online merchant. In the UK the top place is also take by a DIY retailer even with the presence of Amazon. In all of the countires, the DIY retailers are on the list (the full report has a top 10) and it will be interesting to see how this battle will continue. Will the DIY retailers be able to take over the top spots from Amazon or will we see even more places go to the specialized online merchants? These are some of the results of the European Home Improvement Monitor (11 countries, 26,400 successful interviews with consumers annually). About the European Home Improvement MonitorThe European residential new build market currently has limited growth potential. Due to the economic recession the new build volumes have dropped dramatically. The renovation and refurbishment sector on the other hand has become important and it is expected its importance will grow even further. There is a lot of information available about the DIY market and the renovation market in the professional segment. However, there’s no  source that provides insight in the size of the total home improvement market, both jobs done by consumers and professionals, and the main trends in this market. The European Home Improvement Monitor is the first research that monitors the market size and main trends in the European home improvement market on a continuous basis. Each month 2,000 successful interviews are conducted across Austria, Belgium, Denmark, Germany, France, Italy, Poland, Netherlands, Spain, Sweden and the United Kingdom. This means that 26,400 interviews are conducted among European consumers on a yearly basis. The results from this research are reported on a quarterly basis and show the development of the market in terms of purchase volume and purchase channels. Furthermore, each quarter in-depth insight is given in topics which are up to date in the market. Knipsel4535For more information, please contact:USP Marketing Consultancy Dirk Hoogenboom, Research Consultant E: hoogenboom@usp-mc.nlT: +31 10-2066900