European Consumers’ Online Habits May Boost U.S. Brands
One of the unintended consequences of Brexit may be a change in online spending habits among French and German consumers. If sustained, that may mean higher sales and profits for U.S. e-commerce brands, and an increase in the shares of companies in the Indxx U.S. E-Commerce Index, all at the expense of U.K. brands. The index is up nearly 30% vs. a 16% increase in the S&P 500 since the beginning of 4Q 2020.
A study by Pitney Bowes conducted in mid-December reported that a quarter of French and German consumers plan to reduce their purchases of U.K. brands. The reasons include potential price changes because of new trade rules. The EU-UK Trade