Digital assets will help all European retail sales grow from 42% in 2016 to 54% by 2021.
These sales include both direct online sales (8%) as well as in-store sales that customers’ digital research has influenced (46%), according to new data from Forrester Research that looks at how digital will influence European retail sales.
A few specific industries will benefit from digital influence, including jewellery and watches; computers, software, and video games; sports equipment; clothing and footwear; and home improvement, household appliances, and furniture, says the report.