In 2020, e-commerce has become increasingly central and decisive, following a sharp increase in online demand. This growth has been accelerated by the restrictions adopted by european nations to contain the Covid-19 pandemic.

These conditions have led to a strong acceleration in the growth of e-commerce over traditional retail.

All These changes has pushed the biggest retail groups to adopt rapid actions to enhance ecommerce. By increasing the logistics infrastructure with the process digitalization, combined by the hiring of specific professional employees skilled in online sales.

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Within metropolitan areas and cities there is the greatest diffusion of e-commerce. Here the logistics are better integrated within the urban fabric, granting a more effective and efficient level of service.

United Kingdom and Denmark have the greatest e-commerce integration inside urban areas, with as many as 91% of the population buy goods and services online in 2020.

In suburban areas, the percentage of people who shopped online in 2020 drops significantly. United Kingdom with 29% of the population shopping online has the best penetration rate in ecommerce and online retail . Iceland with 24% of the population holds second place.

Rural areas have the same trend of suburban areas, except in Great Britain which, holds the top ranking. The percentage of the population that has made online purchases rises to 38%. The 22% of Iceland population living in rural areas shop online.