. ecommerce-europe. eu with: Powered by: Europe B2c E-commerce reports 2014 Colophon Ecommerce Europe Rue de Trèves 59-61 B-1000 Brussels Belgium Tel:+
+32 (0) 2 502 31 34 Website: www. ecommerce-europe. eu Contact us at: info@ecommerce-europe. eu For reports:
research@ecommerce-europe. eu Twitter:@@Ecommerce eu In cooperation with: Powered by: 15+National Associations: Austria Belgium Czech republic Denmark Finland Finland France Greece Ireland Italy Netherlands Norway Poland Spain Switzerland Table of contents INFOGRAPHIC NATIONAL ASSOCIATIONS page
4 PREFACE page 5 OUR REPORT PARTNERS page 6-11 A BRIEF INTRODUCTION TO EUROPE page 12-16 Overview of the European countries page 13 European Digital
Single Market page 15 Impact of E-commerce on the Economy page 16 GLOBAL B2c E-COMMERCE IN BRIEF page 17-19 Infographic page 18 The Global Infographic
Explained page 19 EUROPEAN E-COMMERCE MARKETS page 20-33 Infographic page 21 Economic Indicators page 22 Internet Penetration page 23 Population
and E-households page 24 Growth in European B2c E-commerce Sales page 25 Top 10 Countries B2c E-commerce Sales page 26 Share
B2c E-commerce Growth rate per Country page 28 Online Expenditure per E-shopper page 29 Online Expenditure per E-household page 30 Mobile Commerce
page 57 E-commerce markets page 58 OVERVIEW AND FORECAST page 59-62 Overview page 60 Forecast page 62 ABOUT ECOMMERCE EUROPE page
63 Ecommerce Europeassociation data at a glance 2014 European Reports Reports include country profiles, trends & Infographics.
+jobs directly or indirectly via e-commerce 645,000+estimated online businesses 3. 7 bn+number of parcels sent annually (f) 816 million people live in Europe 565 million people use the Internet
264 million people are e-shoppers Europe € 363.1 bn+16.3%EU28 € 317.9 bn+14.7%69%100%Ecommerce Europe June
2014 www. ecommerce-europe. eu info: info@ecommerce-europe. eu reports: research@ecommerce-europe. eu Rue de Trèves 59-61 B-1000 Brussels Belgium Tel:+
+32 (0) 2 502 31 34 Twitter:@@Ecommerce eu Free download at: https://www. ecommerce-europe. eu/facts-figures/free-downloads Positioning papers 1. e-Regulations 2. e-Privacy&transparency 3. e-Payments
4. e-Identification & Trust Services 5. e-logistics François Momboisse President of Ecommerce Europe European B2c E-commerce Reports 2014 Preface Wijnand
Jongen Chair of the Executive Committee The importance of e-commerce continuous to grow. More and more people buy their products
and services online and they do so from various places, such as at home, at work, en route or in the highstreet and sometimes already online in the store.
Meanwhile, e-commerce has become a major influence on the European economy. Whereas the European Gross domestic product was more than €16. 4trn in 2013
the e-GDP accounted for 2. 2%of this number. In addition, e-commerce is responsible for the creation of many new jobs
Ecommerce Europe strongly believes that it is with economic facts that messages in support of our industry can be heard.
Therefore, we are delighted to present the second edition of the Ecommerce Europe B2c Research Reports.
In total, Ecommerce Europe annually publishes several reports; five comprehensive regional reports (Western europe, Northern europe, Eastern europe, Southern Europe and Central europe), a number of global reports and this European report,
Through the Ecommerce Europe B2c Research Reports we want to share our knowledge with our readers around the world.
and their individual research partners for providing us with the required data and information. We would also like to thank all participating company members, business partners and stakeholders for their involvement.
purchase reports or become involved with Ecommerce Europe or one of our national associations so that you can receive the reports for free,
please contact us via our website www. ecommerce-europe. eu or send us an email at research@ecommerceeurope. eu. Our Report Partners This report is powered by the following partners Gfk is trusted the source of relevant market
and consumer information that enables its clients to make smarter decisions. More than 13 000 market research experts combine their passion with Gfk's 80 years of data science experience.
By using innovative technologies and data sciences, Gfk turns big data into smart data, enabling its clients to improve their competitive edge
and enrich consumers'experiences and choices. Globalcollect is the most knowledgeable global Payment Service Provider in the world,
processing international e-commerce payments for more than 600 of the world's most recognized e-commerce brands in the digital goods and services, travel,
Globalcollect's business intelligence tools, Managed Fraud Services and more than 400 payments experts help our clients elevate their payment strategies to become a strategic asset to their companies.
More than 160 companies in 40 countries use Richrelevance to turn data into actionable insight, which delivers the most relevant experience for consumers as they shop across web, store and mobile.
Richrelevance drives more than one billion decisions every day, and has delivered over $8 billion in attributable sales to its clients,
INFA) is the world's number one independent provider of data integration software. Organizations around the world rely on Informatica to realize their information potential and drive top business imperatives.
Informatica Vibe, the industry's first and only embeddable virtual data machine (VDM), powers the unique Map Once.
With regard to information technology, Informatica helps wherever possible by delivering the right data in the right way to the right users.
the growth in smartphones and tablet devices has changed the way people shop and the constant connectivity has seen a shift in shopping time and location.
With many purchase journeys starting on a smartphone and being completed on another device, it is imperative that the shopping experience is seamless across multiple devices.
With a number of retailers still to develop a mobile-enabled experience, an opportunity is being missed to convert a browser to a buyer.
and reduce abandonment is going to come from a clear interpretation of the insights to be derived from the data that exist.
and optimize their businesses through aggressive fraud management and the application of big data analytics. Mobile first strategy In 2014
The use of mobile devices for online shopping and payments is accelerating, with Sweden and the UK in particular matching the global leaders in mobile shopper penetration.
In addition, merchants that have adopted the mobile first strategy in both check out and payment pages are seeing considerably higher success rates.
Big data to monitor risks and identify opportunities Another big trend that is further maturing in 2014 is the application of big data analytics and visualization to the domain of online payments.
E-commerce leaders such as Amazon have been applying big data for years now with the objective of building sophisticated profiles of their consumers for Conversion Rate Optimization (CRO.
And with good reason. Cross-border payments can quickly become very complex and hard to manage.
Huge volumes of data need to be analyzed in order to identify issues and The year of SEPA?
By applying analytics and visualization to payments data, merchants can track and compare performance per country, per payment method or per time period,
For example, the e in ecommerce is disappearing. There is no longer a strict separation between online retail and shopping at bricks-and-mortar shops,
for instance as consumers compared prices through comparison websites or looked for additional information. This number is expected to have increased to around 50%at the end of 2014.
However, as shopping has shifted increasingly to the Internet it has become more difficult for companies to personalize their services.
Possibilities What web merchants can do is using the information that online customers leave behind when browsing the Internet,
for example for welcoming them back to their site. Also people like to follow trends and online shop owners should anticipate this by making suggestions based on
what is popular at the moment and on the customer's shopping behavior. Other possibilities to personalize your website include providing consumers with the opportunity to give feedback,
keeping them up to date about their orders, and providing them with aftercare once they made a purchase.
their websites think along with customers. Potential buyers are now provided with reasonable suggestions based on previous site visits and purchases.
Consumer trust is vital Companies cannot simply open a website with another extension than that of their home country
A first step in accomplishing this is generating a high-quality translation of your website into the language of the target country.
a machine translation, such as through Google translate, will not suffice as the many errors in your text will actually be offensive to the people you are trying to reach.
Markets like Australia, Brazil and Indonesia contain a lot of possibilities for European companies. www. ecommerce-europe. eu A Brief Introduction to Europe An Overview of Europe and the European union Country Capital
%Ecommerce Europe estimates the share of the European Internet economy in the GDP at 2. 2,
a figure that will grow with the ongoing increase and penetration of the Internet in society,
and the projected growth of (B2c) e-commerce. 645,250 websites According to data received from national e-commerce associations,
Ecommerce Europe estimates the number of B2c websites to have grown to 645, 250 at the end of 2013, growing at a pace of 15 to 20%per year.
Ecommerce Europe estimates the annual number of B2c parcels sent to customers domestically and cross-border to other (European countries at 3. 7 billion
A Brief Introduction to Europe 2. 0 million+Number of jobs created by B2c e-commerce sector 645,250 Estimated number of active B2c websites 3. 7 billion
Number of parcels sent in Europe Highlights of Global E-commerce www. ecommerce-europe. eu Global B2c E-commerce In brief More elaborate information on global e-commerce can be found in our Global Reports,
which will be published in the fall of 2014.2013 Key B2c E-commerce Data of Goods and Services at a Glance Top 10 e-commerce countries in turnover (EUR billion) USA € 315.4 China € 247.3*UK € 107.1 Japan €
668 million people use the Internet 1, 181 million people are e-shoppers 16%37%100%€ 1, 173.5 bn Turnover E-commerce Goods & Services 1, 878 million estimated
social media users Ecommerce Europe June 2014 www. ecommerce-europe. eu info: info@ecommerce-europe. eu for reports:
research@ecommerce-europe. eu Ecommerce Europe Rue de Trèves 59-61 B-1000 Brussels Belgium Tel:+
+32 (0) 2 502 31 34 Twitter:@@Ecommerce eu Global Global €1, 173.5 bn+13.6%Total B2c e-sales 2013 of goods and services 1 2 3 73.4%Share of Internet users
accessing the web through a mobile device**Average worldwide Cross-border B2c E-commerce Most popular countries:
USA 45%UK 37%China/HK 26%Canada 18%Australia 16%Germany 14%Asia-Pacific North america Europe Latin america Africa MENA
Others € 406.1 bn € 333.5 bn € 363.1 bn € 37.9 bn € 2. 3 bn € 11.9 bn
Market of Goods & Services www. ecommerce-europe. eu B2c E-commerce in Europe 2013 Key B2c E-commerce Data of Goods and Services at a Glance;
225 816 million people live in Europe 565 million people use the Internet 264 million people are e-shoppers 1 2 3 2,,
3. 7 billion+number of parcels annually (f) Estimated share of online goods in total retail of goods 5. 7%443 million social media users Europe
€ 317.9 bn 14.7%€ 16.4 trn GDP 2013 Ecommerce Europe June 2014 www. ecommerce-europe. eu info:
info@ecommerce-europe. eu for reports: research@ecommerce-europe. eu Rue de Trèves 59-61 B-1000 Brussels Belgium Tel:+
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https://www. ecommerce-europe. eu/facts-figures/free-downloads Internet Penetration Internet penetration The average Internet penetration in Europe increased to 74%in 2013.
As a result, it grew closer to the EU28 average, which now amounts to 77%.
%In the top 10 of European countries in terms of Internet penetration, it is interesting to see that all Scandinavian countries are represented in the top 5. Eastern and Southern Europe
While this top 10 mainly consists of countries from Western and Northern europe, the top 5 of the lowest Internet penetration solely comprises countries from the Eastern and Southern European regions.
However, Russia in particular is trying to close the gap. Last year, it significantly increased its Internet penetration, from 48%in 2012 to 59%last year.
B2c E-commerce in Europe Sources: Worldbank. org/Eurostat, 2014*share of total population Internet access and online population, 2013 TOP 10 COUNTRIES IN TERMS OF INTERNET PENETRATION Countries Internet access*Online
Population Europe 74%600. 6mn EU28 77%392. 7mn Top 10 93%239.2. 2mn Norway 96%4. 8mn Netherlands 95
The share of the top 10 countries in the total European B2c ecommerce (worth of:
Ecommerce Europe, 2014 Sales of Popular Technical Consumer goods B2c E-commerce in Europe Consumer Electronics; 21.50%Major Domestic Appliances;
12.30%Telecom; 8. 90%Photo; 4. 40%Multifunctional Technical Goods; 4. 10%Office Equipment; 3. 60%Information technology;
21.80%Consumer Electronics; 16.0%Major Domestic Appliances; 18.3%Personal Diagnostics; 0. 1%Small Domestic Appliances;
9. 9%Telecom; 9. 3%Photo; 6. 6%Multifunctional Technical Goods; 2. 9%Office Equipment;
3. 9%Information technology; 33.0%Traditional Sales January 2013-December 2013 Internet Sales January 2013-December 2013 Same top categories When looking at the two diagrams, it is interesting to see that in both Traditional Sales
and Internet Sales the same three categories were very popular last year. In both ways, people purchased the most in Information technology (such as IT hardware and software), Consumer Electronics (such as TVS, audio home systems and Blu-ray players) and Major Domestic Appliances (such as
refrigerators, washing machines and dishwashers. Different ranking Still, there is a large difference between the Tradional Sales and Internet Sales and that is the division of these categories.
When purchasing through the web, consumers purchase most in the Information technology category (33.0), %followed by Major Domestic Appliances (18.3%)and Consumer Electronics (16.0%).
%)As a result, Information technology and Consumer Electronics account for more than half of the total online sales.
However, in traditional sales, the difference between the three most popular categories is much smaller.
At 23.3%,people purchased most in The major Domestic Appliances category. Information technology ranked second with 21.8%
closely followed by Consumer Electronics (21.5%).%)Source: Gfk, 2014 Source: Gfk, 2014 An Overview of B2c E-commerce Markets of Goods & Services in Western europe www. ecommerce-europe. eu Western europe Western europe Europe € 363.1 bn+16.3
%EU 28 € 317.9 bn+14.7%Western europe € 177 bn+12.4%Total B2c E-commerce 2013 of goods & services 59%88%100
%161 million people live in Western europe 142 million people use the Internet 95 million people are e-shoppers € 177.7 bn Turnover E-commerce Goods
& Services 43.5%Services 56,5%Goods 9. 5%Estimated share of online goods in total retail of goods Estimated 72%of active Internet users are on social media E-commerce GDP
Data of Goods and Services at a Glance The netherlands Belgium France United kingdom Ireland 1 United kingdom € 107,157 2 France € 51,100 3 The netherlands € 10,583 4 Ireland
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National e-commerce Associations: Belgium France Ireland Netherlands United kingdom The UK is the largest e-commerce market of Europe.
In total, The british e-commerce turnover amounted to €107. 1bn in 2013. This number is forecast to grow by 11.4%to € 127. 4bn in 2014.
In total, there were about 41 million e-shoppers in the United kingdom last year. On average, they each spent €2, 613 in 2013,
Top 3 Online Players UK 1. Amazon 16%2. Tesco 9%3. ebay 8%Mobile commerce accounted for nearly one third of all online sales in the UK
In addition about half of all visits to British e-retail sites was made through a smartphone or tablet during that period.
the number of B2c e-commerce sites is increasing rapidly. In 2013, there were around 138,000 active sites,
which represents a growth of 17%compared to the preceding year. In general, major credit cards are preferred the ecommerce payment methods in France.
The most popular method is Carte Bleue (often linked to Visa), followed by Mastercard, American express and Paypal.
www. ecommerce-europe. eu Central europe Central europe Europe € 363.1 bn+16.3%EU 28 € 317.9 bn+14.7%Central europe € 93.3
bn+22.7%Total B2c Ecommerce 2013 of goods & services 165 million people live in Central europe 130 million people use the Internet 68 million people are e
& Services 41.3%Services 58.7%Goods 7. 0%Estimated share of online goods in total retail of goods Estimated 72%of active Internet users are on social media E-commerce GDP
bn 1 2 3 Ranking Central europe in turnover (EUR million) 2013 Key B2c E-commerce Data of Goods and Services at a Glance 1 Germany € 63
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Switzerland In 2013, Switzerland had 6. 67 million Internet users, which represented a penetration of 83%for a population of eight million people.
Between 2009 and 2013, The swiss B2c ecommerce market almost doubled to reach around €10. 2bn.
The number of e-shoppers is estimated at 5. 7 million in 2013 and on average they each spent around €1, 789.
The most frequently purchased online products in Switzerland were from the categories Travel and Hotels, Books and Magazines, Fashion,
and Digital Media. As Switzerland is a relatively expensive country and each Swiss region borders a country with the same official language (France,
In addition, the Internet penetration is quite low compared with other countries in the region. 65%of the Polish population had access to the Internet in 2013,
n 2 0 1 3 65%Internet penetration 8. 0%Zloty (PLN) 23.0%The average GDP per capita is €61,
898 5. 7 million e-shoppers in 2013 E-commerce Markets Central europe An Overview of B2c E-commerce Markets of Goods & Services in Southern Europe www. ecommerce
41 bn+18.9%Total B2c Ecommerce 2013 of goods & services 59%212 million people live in Southern Europe 125 million people use the Internet 48
Turnover E-commerce Goods & Services 57.5%Services*42.5%Goods*2. 3%Estimated share of online goods in total retail of goods Estimated 72%of active Internet users
are on social media E-commerce GDP 1. 11%Total GDP € 3, 671 bn 1 2 3 Ranking Southern Europe in turnover (EUR million
) 2013 Key B2c E-commerce Data of Goods and Services at a Glance Italy Spain Greece 1 Spain € 14,414 2 Italy € 11
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Italy There were about 37.5 million Italians connected to the Internet in 2013, which resulted in an Internet penetration of 61%.
%This was the second-lowest rate in Southern Europe, with only Turkey scoring lower. For 2014, a penetration of 64%is forecast.
When we look at the division between goods and services sold online services have become more popular in Italy over the last few years.
Just like in 2012, the share of eservices in the total Italian B2c e-commerce turnover amounted to 66%.
%Mobile commerce is booming in Italy. Of all mobile phone owners, nearly two thirds had a smartphone late 2013,
which represents an increase of 23.5%compared to a year before. Also in terms of m-commerce turnover, Italy made a leap forward, with a growth of 37%to €694. 4mn.
%ecommerce turnover amounted to €14. 4bn, which represents more than a third of Southern Europe's total B2c e-commerce turnover.
E-books and Apps are the best selling items on mobile devices Top 5 companies based on unique visitors 1. Zalando 2. Amazon 3. Euronics 4
& Services in Northern europe www. ecommerce-europe. eu Northern europe Northern europe Europe € 361.1 bn+16.3%EU 28 € 317.9 bn+14.7%Northern europe
€ 31.9 bn+12.7%Total B2c Ecommerce 2013 of goods & services 90%100%32 million people live in Northern europe 29 million people use the Internet
social media users E-commerce GDP 2. 37%Total GDP € 1, 349 bn 1 2 3 Ranking Northern europe in turnover (EUR million
) 2013 Key B2c E-commerce Data of Goods and Services at a glance 1. Sweden € 8, 622 2. Denmark € 8, 367 3. Norway
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Denmark The average annual online spending per Danish e-shopper was €2, 145 in 2013.
The amount spent online per ehousehold was €3, 768 in that year. In both categories, the Danes were among the top countries in Europe.
In Denmark, 89%of the consumers prefer card payments for online purchases. Of these cards, the local Dankort debit card is used most frequently.
Travel and Cultural Activities, Media and Toys, IT, Telecom and Photo, and Electronics and Appliances.
1. Financial Products and Services 2. Travel and Cultural Activities 3. Film, Music, Books, Games and Toys 4. IT, Telecom and Photo 5. Electronics and Appliances
This is partly due to the country's high Internet penetration of 95%.%An interesting fact here is that the most active e-shoppers can be found in inland municipalities in the north of Sweden.
An estimated 77%of Internet users purchased goods and/or services in the last 12 months.
The potential for m-commerce is clearly present in Sweden Mobile commerce turnover increased from €103. 4mn in 2010 to €834. 3mn in 2013,
232 95%of the population had access to the Internet 9. 6 million Krona (SEK) 25.0%5. 6 million Krone (DKK) 25.0%An Overview of B2c E-commerce
& Services in Eastern europe www. ecommerce-europe. eu Eastern europe Eastern europe Europe € 363.1 bn+16.3%EU 28 € 317 bn+14.7%Eastern europe
€ 19.3 bn+47.3%Total B2c Ecommerce 2013 of goods & services 56%100%248 million people live in Eastern europe 139 million people use the Internet
& Services 25%Services 75%Goods 2. 1%Estimated share of online goods in total retail of goods Estimated 40%of active Internet users
are on social media E-commerce GDP 0. 96%Total GDP € 2, 024 bn 1 2 3 Ranking Eastern europe in turnover (EUR million) 2013
Key B2c E-commerce Data of Goods and Services at a Glance Ukraine Romania 1 Russia € 15,500 2 Ukraine € 1, 850 3 Romania € 1,
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General Overview Tables and Forecast of B2c European E-commerce Turnover of Goods & Services www. ecommerce-europe. eu Overview and Forecast Overview of Online B2c E-commerce
Sales Growth Source: Ecommerce Europe, 2014 OVERVIEW ONLINE B2c E-COMMERCE SALES GROWTH 2010-2014 Based upon online sales growth of goods and services, 2013 Countries 2010
2011 2012 2013 2014 (f) Russia 29.7%29.2%32.7%50.5%16. 1%Ukraine 88.1%45.3%47.1%48.0%21.6%Turkey N
/A 57.4%35.9%35.0%12.3%Romania 30.7%41.2%33.3%30.0%15.4%Germany 17.3%16.7%21.7%26.8%20.6%Greece 50.0%50.0%42.2
%25.0%18.8%Poland 24.2 33%33.3%24.9%24.9%19.0%Baltic states 32.1%36.1%26.1%23.3%13.4%Ireland 24.6%25.1%25.0%21.1%15.0
. 2%5. 9%6. 1%Overview and Forecast www. ecommerce-europe. eu Ecommerce Europe and its Reports Information about Ecommerce Europe and its Reports About the Authors Aad Weening,
At the moment, Weening is Senior Advisor at Ecommerce Europe. Bert Nagelvoort, Senior Researcher E-commerce Bert Nagelvoort (1977) has been working for Ecommerce Europe since 2013.
He is involved in international e-commerce and develops the Ecommerce Europe reports. He studied Business Administration at Radboud University Nijmegen and he has a great interest in the international (digital economy and e-commerce.
Previously, he worked as Project Manager in the financial services industry. Please feel free to contact Bert at:
bertnagelvoort@ecommerce-europe. eu Richard van Welie, Editor Richard van Welie (1979) has been working for Ecommerce Europe as an editor since March 2014.
Prior to this, he worked as a freelance translator/copywriter for five of years. One of his main tasks is providing content for the Ecommerce Europe reports.
After graduating in Communication Sciences in 2004, he studied American Studies at Radboud University Nijmegen
Since 2013 he has been Director of research & Advice at Ecommerce Europe. He is also director of the ecommerce Foundation,
a research institute offering practical e-commerce research and benchmark services. Peter van den Brink, Trainee Research & Advice Peter van den Brink (1992) has worked for Ecommerce Europe since 2014.
He studies Business Management at the University of Applied sciences in Ede. He is involved in the research of the e-commerce market
and is developer of the Ecommerce Europe reports. About Ecommerce Europe
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