According to Emota, the European E-Commerce and Mail Order Trade Association, European e-commerce outpaced the North American e-tail business last year. In 2011, the European online market grew by 19 percent and reached a total retail turnover of €246 billion, as compared to €237 billion in the U.S. and Canada. Emota calculates that the share of online sales in total retailing in Europe has reached a level of 5.1 percent. Altogether, the European community of internet shoppers is as big as 240 million consumers. The federation does not give a breakdown by countries, but indicates that there are still huge differences in online purchases from one country to the other. Furthermore, more and more consumers in the smaller countries buy products from foreign websites.