Europe B2C E-Commerce Report 2010 by yStats.com

Europe B2C E-Commerce Report 2010

April 2010

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RESEARCH ON INTERNATIONAL MARKETS
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April 2010

Publication Date
April 2010
Language
English
Format
PDF & PowerPoint
Number of Pages/Charts
148
Covered Countries
UK, Germany, France, Austria, Belgium, Bulgaria, Czech Republic, Denmark,
Estonia, Finland, Greece, Hungary, Ireland, Italy, Lithuania, Macedonia,
Netherlands, Norway, Poland, Portugal, Romania, Russia, Slovakia, Spain,
Sweden, Switzerland, Turkey, Ukraine
Price
€3,450 (excl. VAT)

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Key Findings
Covering 28 European Countries

• Netherlands had the highest percentage of households with access to the Internet in Europe in Q1 2009
(90%). Moreover, Norway (70%) was the leading European country in terms of Internet shoppers in 2009,
followed by the UK (66%).

• UK consumers are set to increase online spending up to approximately GBP 20 billion by the end of 2011.

• In 2009, “Electronics” and “Travel/Tourism” were the most popular product categories in the French
E-Commerce market.

• It is estimated that in several years, online tickets in Russia will account for approximately 30% of total
ticket sales.

• In the Czech Republic “Clothes, Footwear and Fashion” was the major product category in 2009.

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Table of Contents (1 of 3)
1. Regional 4. France (Top Country)

• B2C E-Commerce Sales in Western Europe, in EUR • Types of Goods and Services bought Online, in %
billion, 2009 & 2014f of Internet Users, May 2009
• Annual Average Spending of Western European • Leading B2C E-Commerce Players; by Assortments
B2C E-Commerce Consumers, in EUR, 2009 & • Leading B2C E-Commerce Players; by Unique Visi-
2014f tors and Audience Reach, Feb. 2010
• Top 10 Online Retail Sites by million Visitors, July
• B2C E-Commerce and Travel Sales in selected
2008 & July 2009
European Countries, in EUR billion, 2014f
• Percentage of Households with Internet Access, in
%, Q1 2007-Q1 2009 5. Austria
• Percentage of Households with Broadband
• Development of Internet Users and its Percentage
Connections, in %, Q1 2007-Q1 2009
of Country Population, 2000-2009
• Individuals using the Internet on average daily or • Leading B2C E-Commerce Players; by Assortments
almost every Day, in %, Q1 2009
• Leading B2C E-Commerce Players; by Unique Visi-
• Internet Shoppers by Gender, ranked by Total, in tors and Audience Reach, February 2010
%, Q1 2009
• Share of Internet Shoppers in Europe, 2004, 2006,
6. Belgium
2008 & 2009
• Internet Users in CEE Countries, as % of the Popu- • B2C E-Commerce: Internet Sales and Webshop
lation, 2008 & 2009 Numbers
• Internet Shoppers by Age Groups compared to the
EU27 Average, in %, 2008
2. UK (Top Country) • Leading B2C E-Commerce Players; by Assortments
• Online Shopping Market Development Overview tors and Audience Reach, February 2010
• Online Shopping Behavior of Consumers
• Leading B2C E-Commerce Players; by Assortments
7. Bulgaria
tors and Audience Reach, February 2010 • Internet Usage and B2C E-Commerce
3. Germany (Top Country) tors and Audience Reach, February 2010
• E-Commerce of Clothing and Fashion
• Value and Number of Online Purchases and Ave- 8. Czech Republic
rage Spending per Online Purchase, 2007-2008
• Development of Internet Users (millions) and its • Types of Goods ordered over the Internet, in % of
Percentage of Country Population, 2001-2009 Individuals Age 16+, Q2 2009
• Internet Shoppers compared to the EU27 Average,
• Leading B2C E-Commerce Players; by Online Sales
in %, 2004, 2006, 2008 & 2009
in EUR million, 2008
• Awareness of Online Shops, in %, 2008
• Leading B2C E-Commerce Players; by Unique Visi • Leading B2C E-Commerce Players; by Unique Visi-
tors and Audience Reach, February 2010 tors and Audience Reach, February 2010

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9. Denmark 15. Italy

• B2C E-Commerce: General Trends • ICT and E-Commerce Industry
• Leading B2C E-Commerce Players; by Assortments • Types of Goods and Services bought Online, in %,
2009
tors and Audience Reach, Feb. 2010
10. Estonia

• Internet Penetration and B2C E-Commerce 16. Lithuania
• Broadband Market Overview
• B2C E-Commerce Trends

11. Finland 17. Macedonia
• Types of Goods and Services bought online, com-
pared to the EU27 Average, in %, Q2 2008
• Development of Internet Shoppers, comp. to the
EU27 Average, in %, 2004, 2006, 2008 & 2009 18. Netherlands
• Leading B2C E-Commerce Players; by Unique Visi- • B2C E-Commerce: General Trends
tors and Audience Reach, Feb. 2010 • B2C E-Commerce: Sales
• B2C E-Commerce: Online Shoppers
12. Greece
tors and Audience Reach, February 2010
• Leading B2C E-Commerce Players; by Unique Visi- 19. Norway
13. Hungary
• Development of Internet Shoppers, compared to
EU27 Average, in %, 2004, 2006, 2008, 2009
• Leading B2C E-Commerce Players; by Assortments 20. Poland
tors and Audience Reach, Feb. 2010 • Average Value of Online Transactions, in PLN, Q2
2008, Q2 2009
• Development of Internet Shoppers compared to
14. Ireland the EU27 Average, in %, 2004, 2006, 2008 & 2009
• Top 10 Online Shops; ranked by Net Revenue, in
• Internet and Telecommunication Trends PLN million, 2008
• Cross-Boarder B2C E-Commerce • Top 10 Online Shops; ranked by Unique Visitors
• Leading B2C E-Commerce Players; by Assortments and Audience Reach, February 2010
• Leading B2C E-Commerce Players; by Unique Visi- • Top Clothing Internet Shops by Net Revenue,
tors and Audience Reach, Feb. 2010 Number of Orders, Users, Average Net Order
Value, Net Profit, Number of Employees, and
Owner, 2008

Germany


21. Portugal 26. Sweden

• B2C E-Commerce Trends • Internet Usage: Broadband, Internet Banking,
• Internet Usage Trends Shopping
• Internet Usage Indicators compared to the EU, • B2C E-Commerce: Sales and Online Payments
2004-2008 • Leading B2C E-Commerce Players; by Assortments
• Leading B2C E-Commerce Players; by Assortments • Leading B2C E-Commerce Players; by Unique Visi-

22. Romania 27. Switzerland

• Online Grocery Shopping, total and average Spen-
ding, 2008
• Online Shopping Trends • Leading B2C E-Commerce Players; by Assortments
23. Russia tors and Audience Reach, February 2010

• B2C E-Commerce Trends: Market Development
• Leading B2C E-Commerce Players; by Assortments 28. Turkey
tors and Audience Reach, Feb. 2010 • B2C E-Commerce Sales, Volume of Transactions, in
YTL million, 2008
• Development of Internet Users (million) and its

24. Slovakia Percentage of Country Population, 2000-2008;
Share of Internet Shoppers of Internet Users, in
• Internet Usage Indicators, compared to the EU,

%, 2008
2004-2008
• Online Shopping Trends • Leading B2C E-Commerce Players; by Unique Visi-
• Top 3 Product Groups purchased online in tors and Audience Reach, February 2010
E-Commerce, in % of Respondents, 2009

25. Spain 29. Ukraine
• Internet Usage and Internet Shopping Habits, 2008 • Internet Usage, Access and Demographic Trends
• B2C E-Commerce Growth, Q2 2009 • Leading B2C E-Commerce Players; by Assortments
• Leading B2C E-Commerce Players; by Assortments • Leading B2C E-Commerce Players; by Unique Visi-
• Leading B2C E-Commerce Players; by Unique Visi- tors and Audience Reach, February 2010

Germany


Samples

Norway is the European country with the highest percentage of
Internet shoppers - 74% of males and 65% of females buy online.
Europe: Internet Shoppers by Gender, ranked by Total, in %, Q1 2009
Total Males Females Total Males Females
Norway 70 74 65 Slovenia 24 25 23
UK 66 70 62 Poland
P l d 23 26 21
Denmark 64 66 61 Spain 23 26 20
Netherlands 63 66 59
Latvia 19 19 19
Sweden 63 65 61
Estonia 17 16 17
g
Luxembourg 58 65 52
Cyprus
C 16 20 13
Germany 56 60 53
Hungary 16 17 15
Finland 54 54 53
Portugal 13 15 11
France 45 46 43
Italy 12 16 9
Iceland 44 45 42
Croatia
C 10 11 9
Austria 41 46 36
Greece 10 13 7
EU27 Average 37 40 34
Ireland 37 37 36 Lithuania 8 9 8

Belgium 36 41 30 Bulgaria 5 5 4

Malta 34 39 29 Serbia 5 6 3

Slovakia 28 29 27 Macedonia 3 3 2
Czech Republic 24 27 21 Romania 2 2 2

Note: The survey covered households containing at least one person aged 16-74, and individuals aged 16-74. The main reference period was the first quarter of 2009. Households
y g p g g p q
were asked about internet access by any member of the household at home. Individuals were asked about frequency of internet use and about activities they had carried out
on the internet in the last three months prior to the survey, or in the last twelve months for e-commerce activities, at home or at any other location.
Source: Eurostat, December 2009

15


Furthermore, “Clothes, Footwear and Fashion” (32%) was the major
product category in Q2 2009, according to the Czech Statistical Office.
Czech Republic: Types of Goods ordered over the Internet, in % of Individuals Age 16+, Q2 2009
Clothes, Footwear, Fashion 32,3%
Electronics 26,6%
Books, Magazines, Textbooks 20,8%
Cosmetics 18,4%
Domestic Appliances 17,1%
Sports Goods 17,1%
Mobile Phones 11,6%
Other Household Goods 10,5%
Movies, Music 8,7%
Toys 8,6%
Camera and Accessories 6,5%
Computer Software 5,9%
Computer and Console Games 5,5%

Computers and Hardware 4,7%

Food, Groceries 3,3%

Medicine 2,1%
Other Goods 11,1%

0% 5% 10% 15% 20% 25% 30% 35%
in %
Source: Czech Statistical Office, 2009

49

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