Brochure & Order Form_Sweden B2C E-Commerce Report 2011

Sweden B2C E-Commerce Report 2011

November 2011

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RESEARCH ON INTERNATIONAL MARKETS
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November 2011

Publication Date
November 2011
Language
English
Format
PDF & PowerPoint
Number of Pages/Charts
49
Covered Countries
Sweden

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Key Findings
Covering Trends, Sales, Shares, Products, Users / Shoppers and Players

• n the last three months of 2010, approximately half of respondents in Sweden used the Internet for
I
“purchasing/ordering goods or services“.
• The share of B2C E-Commerce on total retail sales in Sweden is expected to reach almost 5% in 2011.
• “Travel“ was the leading product category in Swedish B2C E-Commerce in Q3 2010, followed by “Electronics“
and “Clothing & Shoes“.
• he number of Internet users in Sweden reached 8.5 million in 2010, accounting for more than 90% of the
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total country population.
• nline book retailer Adlibris was the most popular online shop for the Swedish population in October 2010,
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followed by media goods online shop Cdon, fashion online shops Ellos and H&M and aucion website Tradera.

Company and Product Information
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Table of Contents
1. Management Summary 6. Users / Shoppers

2. Trends • European Internet Usage by Country, ranked by total
Unique Visitors, May 2011
• Internet and B2C E-Commerce Trends in Sweden • Individuals in Europe using the Internet, by Country,
• Activities of the Swedish Population on the Internet in %, 2008-2010
within 3 Months, in %, 2010 • Internet and Broadband Household Penetration, by
• Steps taken before making a Purchase online in the Households, in %, 2008-2010
Nordic Region, in %, 2010
• Internet Users (millions) and Percentage of Country
• Average Number of Purchases in Nordic Countries, 6
Population in Sweden, 2007-2010
Months to Q3 2010
• Percentage of Population that uses the Internet on a
• Consumers’ Drivers to B2CE-Commerce in Sweden,
in %, Q3 2010 daily Basis in Sweden, in %, 2003-2010
• Sources of B2C E-Commerce Product Information for • Internet Usage, by Age Groups in Sweden, in %,
Consumers in Sweden, in %, Q2 2011 2010
• Share of Online Shoppers bought from Abroad in
• Online Shoppers in Sweden, in % of Internet Users,
Nordic Countries, in %, 2010 2000-2010
• Home Shopping (incl. E-Commerce) Payment • Online Shoppers by Age Groups in Sweden, in %,
Methods in the Nordic Region, in % of Home
2010
Shoppers, 2010
• Broadband Trends in Sweden • Penetration of Online Shoppers in Sweden, by Age
Group and Gender, in % of Population, 2010
• Internet Users who have made Online Purchases in
3. Sales Nordic Countries, in %, last 6 Months to Q3 2010
• Share of Consumers who buy Goods Online in
• B2C E-Commerce Sales in Sweden, in SEK billion, Sweden, in %, Q2 2011
2003-2011f
• Share of Consumers who plan to shop Online in
• Average total Online Spending per capita in Nordic Sweden, in %, Q3 2011
Countries, in EUR, Q3 2010

4. Shares

• Share of B2C E-Commerce on total Retail Sales in
Sweden, in %, 2005-2011f 7. Players

• Top 10 most popular Online Shops in Sweden, in %,
5. Products October 2010
• Types of Goods and Services bought Online in • Leading B2C E-Commerce Players in Sweden; by
Sweden, by Age Groups, in %, 2010 Unique Visitors and Audience Reach, September 2011
• B2C E-Commerce Sales of selected Product
Categories in Sweden, in SEK billion, 2010 • 20 Swedish Online Shops, ranked by different
• Growth of selected B2C E-Commerce Product Usability Criteria, in %, August 2011
Categories in Sweden, in %, Q2 2011 vs. Q2 2010 • Facts about Adlibris.com
• B2C E-Commerce per Product Category in Sweden,
• Facts about Cdon.se
in %, Q3 2010
• Share of Swedish Consumers who expect to increase • Facts about Ellos.se
Consumption in selected B2C E-Commerce Product • News about Members.com, 2011
Categories, in %, Q3 2010
• Share of Products bought from Abroad (from foreign
Sites) in Nordic Countries, by Category, in %, 2010



Samples


Trends Sales Shares Products Users / Shoppers Players

The number of Internet users in Sweden reached 8.5 million in 2010,
accounting for 91% of the total country population.
Internet Users (millions) and Percentage of Country Population in Sweden, 2007-2010
10 100%

8,3 8,5
Number of Internet Users (in millions)

8,1

Percentage of Country Population
95%
8
7,3
90%
6
90% 91%
88% 85%
4
80%

2 80%
75%

0 70%
2007 2008 2009 2010

Number of Internet Users Percentage of Country Population

Note: Individuals who accessed the Internet within the last 3 months
Source: Eurostat, January 2011

32


Trends Sales Shares Products Users / Shoppers Players

Furthermore, multi-category online retailer Cdon reached 630
thousand unique visitors (users) from Sweden in September 2011.
Facts about Cdon.se
Name of Company Cdon
Homepage www.cdon.se
Shareholder/Owner MTG Internet Retailing AB
Vertical Integration Retailer (Internet Pure Player)
Business Model Multi-Category Retailer
Product Range Focus on consumer electronics
The CDON Group, operating several Internet
retailers in the Nordic countries, reached total net
sales of SEK 2.2 billion in 2010, up from SEK 1.7
billion in 2009. SEK 1.2 billion of those sales were
Turnover/Financials
generated in Sweden.
In Q3 2011, sales grew by +61% year-on-year to SEK
826.4 million, representing the strongest third quarter
ever.
• In September 2011, CDON Group launched group
shopping site Members.com.
• In February 2011, CDON announced that it acquired
News/Others
Swedish design brand furniture and interior
decoration product retailer RUM21.se.
• Further high investments are expected.
Unique Visitors
(Users) from Sweden, 630 thousand
September 2011
Audience Reach in
Sweden, 7.0%
September 2011
Source: Company homepages, business reports, business and company databases, journals, company registries, news portals, industry and trade associations

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