In 2010, online retail sales will increase by almost 20 percent in Europe at a slower rate of expansion, as compared with the previous year, research indicates.

According to a study commissioned by shopping comparison website Kelkoo for the Centre for Retail Research, European e-commerce revenues in the region are set to reach EUR 178 billion in 2010. Poland will witness the highest increase in online sales (up 36 percent), followed by France (up 31 percent) and Spain (up 25 percent), while in UK, this segment will see the slowest growth (up 12.4 percent). Nevertheless, this country will command the largest market, estimated at EUR 48 billion.

In 2009, online buyers across Europe spent EUR 871 on average, with UK shoppers spending the most (EUR 1,240), as compared those based in Poland, who spent on average EUR 362 each.