L2 released today the Digital IQ Index: Beverages: EU, which finds that 22% of beverage brands in Europe offer direct-to-consumer e-commerce. That low percentage is high relative to their U.S. counterparts, 14% of which sell beverages directly from their site. Among European countries, U.K. brands have the highest rate of e-commerce adoption.
U.K. brands lag in overall site sophistication as well. While linking or handing off to a third-party retailers is an alternative for brands without an e-commerce infrastructure, only 13% of brands do so for their products. Similarly, just 13% of brands in the study have a retail locator on their site for customers who want to find their products in-store.