Beauty eCommerce in
Greece
Συμβουλές για μια
αγορά €70 εκατ.

B2B & B2C
eCommerce
CONSULTING
FIRM

ONLINE BEAUTY
approx
12M€ in
e-beauty
approx
10M€ in
e-grocery
Online Beauty Strategy & Business Planning
Online Beauty Platform Commercial Specs
Online Beauty Operations
Online Beauty Internal Training
Online Beauty Talent Recruiting
Online Beauty Competition Analysis
Online Beauty Mystery Shopping
Online Beauty Monthly Consulting
Clients we have advised

2014 overview*
• €4Β online B2C sales
• 2,4M Greeks bought online
• 60% from Greek eshops
• 50% in products (€2B)
• 50% in services
• 25% increase p yr.
1.5
2.7
3.5
4.4
5.3
6.5
7.6
8.8
10.0
11.3
2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
INBILLION€
E-COMMERCE IN GREECE
45%
30% 30%
25%
22% 21%
18%
16%
13% 13%
year-on-year growth rate
*4% out of €100Β
total retail
eCommerce in Greece
*Forecasts by Convert Group

eCommerce in Greece
Convert Group Data and Forecasts
Category turnover in Greece
Segments for 2015
Ø €80mn Online Sales of Pharmacies
Ø €100mn Food Delivery
Ø € 10mn Online Sales Cosmetics and Beauty
Specialty Stores
Ø € 25mn Online B2C Grocery
Ø € 135mn Other Categories

eCommerce in Greece
Segments for 2015
Online Beauty (%) by
Segment 2015
Online Sales of
Pharmacies
€80mn €41mn
Online Sales
Cosmetics and
Beauty Specialty
Stores
€10mn €10mn
Online B2C
Grocery
€25mn €1mn
Based on our estimation for a 35% growth
Segment 2016
Online Beauty €70mn
Convert Group Data and Forecasts

Key online players
E-pharmacies approx.750
Online Beauty Stores approx. 30
Online supermarkets 5-7
Multistores 5-7

Category distribution on online pharmacies
Beauty/ Cosmetics
Data provided based on Convert Group’s access on market data.
Beauty products and Cosmetics
are nearly 44% of total pharmacies’ online sales

Categories’ Sales Distribution per month for Retailers
Data provided based on Convert Group’s access on market data.
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
Jan 15' Feb 15' Mar 15' Apr 15' May 15' June 15' July 15' Aug 15' Sept 15'
Καλλυντικά Υγεία Παιδικά - Βρεφικά
General Categories
Ø Sales from Online Pharmacies
Ø Data based on retail prices
Ø VAT is not included

Categories’ Sales Distribution per month for Retailers
Data provided based on Convert Group’s access on market data.
Cosmetics Categories
Ø Sales from Online Pharmacies
Ø Data based on retail prices
Ø VAT is not included
For more info contact us at pgezerlis@convertgroup.com

Beauty Brands Market Share (avg.) for Retailers
Data provided based on Convert Group’s access on market data.
Ø Sales from Online Pharmacies
Ø Data based on retail prices
Ø VAT is not included
For more info contact us at pgezerlis@convertgroup.com

Beauty Brands Market Share –per month for Retailers
Data provided based on Convert Group’s access on market data.
Ø Sales from Online Pharmacies
Ø Data based on retail prices
Ø VAT is not included
For more info contact us at pgezerlis@convertgroup.com

How Consumers decide for Online Grocery
Ecommerce in general [ELTRUN / AUEB data]

How Consumers decide for Online Grocery
Online Pharmacies
Online Supermarkets

Online Grocery in Greece
3,6% of estimated. offline
grocery turnover of €10B
Ø Past experience
with online
pharmacies sector
Ø In accordance to
UK online grocery
plus 5years
Ø With feedback from
key stakeholders on
grocery sector

Online Pharmacies turnover projection in Greece for the next 5 years
E-pharmacies turnover projections based on the ecommerce growth rate
0
40
80
100
122
148
173
199
224
2012 2013 2014 2015 2016 2017 2018 2019 2020
Influential factors
Ø Price war may weaken
Ø Number of players
Ø OTC products may be legally
available online
Ø Cross border sales strategy
Amounts in million Euro
Value of purchases by Greek
consumers
Convert Group estimations

Key takeaways for Online Beauty Stores
Do not over invest
The basics are the most difficult to achieve.
Yet, your absolute success.
You are late if you are not launching in 2016
Invest in online user experience
Focus on content

Key takeaways for FMCG Brands
Strategy per channel
supermarkets | pharmacies | pure online players | multistores
ROPO! (Consumers Research Online & Purchase Offline)
Smart on-e-shop promos
Provide content to merchants (photos, texts, keywords)
Create an eCommerce team

The future ahead in Online Beauty
No eCommerce
JUST commerce
Omnichannel Commerce
1 2
Data like retail market shares,
turnover and benchmarking KPIs
will not be related to offline
measurements anymore.
If part of your sales in online
you should know how much

ONLINE BEAUTY
approx
12M€ in
e-beauty
approx
10M€ in
e-grocery
Online Beauty Strategy & Business Planning
Online Beauty Platform Commercial Specs
Online Beauty Operations
Online Beauty Internal Training
Online Beauty Talent Recruiting
Online Beauty Competition Analysis
Online Beauty Mystery Shopping
Online Beauty Monthly Consulting
Clients we have advised

Thank you
Panayotis Gezerlis
Head of Consulting,CEO
t: 693 245 6584
m: 215 215 7300
pgezerlis@convertgroup.com