Rabobank report shows potential for e-commerce in European horticulture

Rabobank report shows potential for e-commerce in European horticulture

The Dutch bank expects strong increases in plant sales through supermarkets and online shops, while florist sales decline.

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September 29, 2017
HortWeek
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The market share for e-commerce in Europe's spending on flowers and plants ranges from 3 percent in Germany to 14 percent in the UK, but the Dutch Rabobank expects this share will grow to 30 percent by 2027.

Plant and flower sales through supermarkets and online shops are going to increase strongly until 2027, while sales through florists are going to go down during that period. Rabobank expects that in 10 years time, all three distribution channels will have reached a consumption value of €11.2 billion each, Europe-wide.

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