European e-commerce sites are likely to outperform their US counterparts for the first time this Christmas, according to research from analyst GartnerG2.
In Europe, e-tailers are likely to turn over US$15.8 billion (£10.13 billion) in the fourth quarter of this year, compared to US$15.7 billion (£10.07 billion) in the US.
The expected gain has been driven by retailers integrating mail order and Web services.
Global online buying should hit US$38.2 billion (£24.50 billion) in the fourth quarter, up 48 per cent on last year. The report states: 'E-commerce is still a smart part of total retail sales, so growth is less a function of retail ups and downs and more a function of the experience of Internet users and the maturity of Internet retailers.'
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