+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
Explained page 19 EUROPEAN E-COMMERCE MARKETS page 20-33 Infographic page 21 Economic Indicators page 22 Internet Penetration page 23 Population
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
+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
+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
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
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which delivers the most relevant experience for consumers as they shop across web, store and mobile.
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.
In addition, merchants that have adopted the mobile first strategy in both check out and payment pages are seeing considerably higher success rates.
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.
%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.
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
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:
+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
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
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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
the top 5 of the lowest Internet penetration solely comprises countries from the Eastern and Southern European regions.
Last year, it significantly increased its Internet penetration, from 48%in 2012 to 59%last year.
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
12.30%Telecom; 8. 90%Photo; 4. 40%Multifunctional Technical Goods; 4. 10%Office Equipment; 3. 60%Information technology;
9. 9%Telecom; 9. 3%Photo; 6. 6%Multifunctional Technical Goods; 2. 9%Office Equipment;
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
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%).
%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
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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.
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.
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
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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.
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,
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
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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%.
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.
€ 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
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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.
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
€ 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
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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
Germany Phone:++49 621 1235 184 Fax:++49 621 1235 170 E-mail: rammer@zew. de Chapter 1 List of Figures Figure 2-1:
Information sources for innovation (per cent of innovative enterprises citing the respective source as highly important), 2004-2006.20 Figure 2-2:
semiconductors, computing and the Internet. These technologies did not only drive industrial innovation, they also offered more effective responses to societal challenges, e g. in health, communication or the environment,
New photonic applications such as OLED displays can be used in electronic, automotive and telecommunication devices. Advanced materials as well as dvanced manufacturing technologies can virtually be employed for producing any kind of commodity.
Applicants from East asia have a very strong industry focus on electronics (incl. computer, semiconductor and telecommunication) and instruments (optical, medical, measurement.
80 90 100 Europe North america East asia Row Total Public Research*Computer/Semiconductor Telecommunication Other Electronics Instruments Chemicals Pharmaceuticals Nanotech Biotech
Significantly decreasing shares in total nanotechnology patenting (of around 5 percentage points between the two periods 1981-1999 and 2000-2007) are reported for the electronics industry (particularly telecommunication), the instruments industry and the pharmaceutical industry.
percentage points)- 15-10-505 10 15 20 Europe North america East asia Row Total Public Research*Computer/Semiconductor Telecommunication Other Electronics Instruments
The increase of the public research sector's share by 9 percentage points stands vis-à-vis a small decrease in telecommunication, instruments and pharmaceuticals,
The electronics industry (sum of computer, semiconductor, telecommunication and other electronics) is the largest applicant sector for nanoelectronics, nanooptics and nanomagnetics.
research 31 25 33 39 25 22 45 Computer/semiconductor 1 18 3 8 8 19 6 Telecommunication 0 4
nanotech 49 7 BASF DE chemicals 36 7 MIT US research 45 8 Alcatel Lucent FR telecommunication 35 8 General electric
C. BE research 27 12 Motorola US telecommunication 31 13 Fraunhofer DE research 26 13 U s. Government US government 29 14 ASML
JP telecommunication 56 8 Fujitsu JP computer 52 9 Fujifilm JP chemicals 47 10 Seiko JP instruments 40 11 Pioneer
While nanotechnology is applied currently on an industrial scale in microelectronics (semiconductors, nanowires, lithography), coatings and paints, some specific defence-related applications, telecommunication (displays, optoelectronics) and in some areas of advanced materials (e g. carbon nanotubes),
these industry sectors are semiconductors, computer, telecommunication, instruments, chemicals, automotive, defence, machinery, other materials, research,
70 80 90 100 Europe North america East asia Total Other Electronics Semiconductors Computer Telecommunication Instruments Chemicals Automotive Defence Machinery Other Materials
Decreasing shares are reported for the electronics industry (i e. integrated electronic companies) in Europe and Japan, for telecommunication companies in all three regions,
Other Electronics Semiconductors Computer Telecommunication Instruments Chemicals Automotive Defence Machinery Other Materials Research Source: EPO:
Motorola US telecommunication 326 12 IMEC BE research 150 12 Honeywell International US machinery 324 13 Fraunhofer-Gesellschaft DE research 133 13
Foundries DE semiconductor 66 21 ASM America US semiconductor 168 22 ALCATEL FR telecommunication 62 22 Sandisk US machinery 167
NEC JP telecommunication 675 7 Canon JP instruments 659 8 Sharp JP electronics 646 9 Hitachi JP electronics 620 10
followed by the telecom market segment with around 25 percent. Figure 4-20: Worldwide semiconductor sales 2007, by market segment (percent) Industrial and military 8. 2%Consumer 20.5%Automotive 6. 3%Telecom 25.5%Computer 39.6%Source:
OECD, based on Semiconductor Industry Association (SIA. European Competitiveness in KETS ZEW and TNO EN 124error!
This specialisation is even more apparent in automotive (46 percent design and 30 percent production), industrial (43 percent design and 30 percent production) and telecommunications (40 percent design
-and nanoelectronics, including the leader ST MICROELECTRONICS, Freescale (Motorola) and NXP, but also several start-ups like Soitec, designing
In 1992, STMICROELECTRONICS, Léti-CEA and France telecom R&d joined forces for research in submicronic technologies, with STMICROELECTRONICS handling production.
Secondly, with semiconductor fabrication facilities becoming more and more expensive48, Freescale (Motorola) NXP Semiconductors and STMICROELECTRONICS setup a joint facility called Crolles 2 in 2002.
including STMICROELECTRONICS, NXP Semiconductors, Freescale, France telecom, Schneider Electric, Bull, Soitec, Atmel, Trixell, Sofradir, Sofileta, Ulis, Silicomp,
While work in the past was focused on‘demand pull'activities such as improved mobile phone functionality, the decisions for these functions were external to the cluster.
The Ottawa cluster on the other hand is much more specialised in telecommunications equipment microelectronics, photonics and software (Wolfe, 2002.
notably from the United kingdom. In the 1970s and 1980s a vibrant cluster emerged around the quickly developing market for telecommunications equipment driven by a number of spin-offs from large firms in the region.
However, with the burst of the dotcom bubble the industry had to diversify beyond telecommunications equipment.
In spite of this nascent diversification the global downturn in demand for telecommunications equipment around 2001 and the closure of Nortel's semiconductor factory in Ottawa dramatically stalled the growth of Ontario's microelectronics industry.
Cisco, Nokia)( Wolfe, 2002. There are two notable institutional factors that have affected the evolution of the Ontario microelectronics cluster:
a number of centres of excellence both federally and provincially funded, including important actors such as the Canadian Institute for Telecommunications Research,
Secondly, the microelectronics sector in the Ottawa sector has strong interaction with the telecommunications equipment, software,
This concentration is even more visible in the telecommunications sector, with 90 percent of Canada's R&d in industrial telecommunications conducted in the region (Wolfe, 2002).
However, what is emphasised also is the drive in the region to commercialise and to take a global focus.
The Ottawa cluster has a strong specialisation in telecommunications equipment, which led to a state of crisis after the dotcom bubble resulted in the closing of a number of production plants.
A particular weakness of the region after the dot-com bubble is the strong specialisation in telecommunications equipment requiring ongoing revitalisation efforts.
Strong growth with telecommunications equipment boom in 70s/80s Large lasting crisis following dotcom burst need for regeneration of cluster Two national platforms:
In the past strong focus on telecommunications equipment. Cluster regeneration plans aim to focus on health care, automotive, broadband and multimedia Good access US market Ontario government aims to stimulate innovation and growth in microelectronics through public procurement.
with different microelectronics industries, e g. telecommunications equipment, software, etc. R&d tax credits important role in cluster strategy.
which resulted in a concentration of manufacturing sites in a few places worldwide. The role of public support Given that production costs particularly in semiconductors are substantial,
Decreasing shares are reported for the electronics industry (i e. integrated electronic companies) in Europe and Japan, for telecommunication companies in all three regions,
These biotechnology companies were founded mainly on campus rather than becoming established from external sites. Larger companies from the outside are getting involved in the Cambridge cluster mainly through M&as.
and market failures and drivers The cluster originated from a tight social network among biotechnology firms, venture capital and research institutions.
Next to the social network effect, also the heterogeneity of individuals and organisation regarding knowledge, skills and experiences contributed to the succes of the cluster.
collaboration PPP and VC Strong social networks of university graduates and ex-employees of large companies that start their own company Capabilities World leading scientists on biotechnology Very
Consumer Electronics, Office Automation, Printing Optical Disk drives Laser printers and Copiers, PODS, Fax and MFPS Digital Cameras and Camcorders, Scanners Barcode Scanners Systems for Commercial
Telecommunication Semiconductor/computer Other Electronics Chemicals Glass/ceramics Other Materials Machinery/instruments Vehicles/defence Public research Source:
-which splits the total sample of photonics patents in two subsamples of similar size-reveals a shift of photonics patenting from telecommunication towards the optical industry (Figure 6-15).
In Europe, telecommunication as well as other electronics lost importance as photonics patents producers while the lighting industry and the semiconductor industry gained shares.
/cable/solar Lighting Telecommunication Semiconductor/computer Other Electronics Chemicals Glass/ceramics Other Materials Machinery/instruments Vechicles/defence Public research Source:
Other electronics (i e. electronics companies not specialised in telecommunication, semiconductors, computers or lighting) is the most important applicant sector for all four subfields in photonics. 30 percent of all lighting patents
telecommunication, optical and semiconductor companies, but also public research is a relevant actor for patenting in this subfield.
as well as by companies from the chemicals and telecommunication industry. Table 6-4: Sector affiliation of applicants of photonics patents, by subfield((EPO/PCT 1981-2007 applications, percent) Solar Lighting Laser Devices Optical/cable/solar 12
21 17 21 Lighting 17 5 2 1 Telecommunication 2 2 18 11 Semiconductor/computer 5 9 10 6 Other
Rank Name Country Sector#pat. 1 Osram*DE lighting 650 1 3m US chemicals 748 2 Alcatel Lucent FR telecommunication
314 4 Agilent US telecommunication 276 5 Carl Zeiss DE optical 281 5 General electric US electronics 236 6 Valeo FR
Schott DE glass 166 10 ADC TELECOMMUNICATIONS US telecommunication 165 11 Fraunhofer DE research 165 11 MIT US research 147 12
optical 111 18 Ericsson SE telecommunication 107 18 JDS Uniphase US optical 111 19 Pirelli IT automotive 100 19 Northrop grumman US defence
91 20 Robert Bosch DE automotive 90 20 Motorola US telecommunication 89 East asia Rank Name Country Sector#pat. 1 Samsung
Seminconductor Energy JLPAB. semiconductors 358 13 Pioneer JP electronics 357 14 Fujitsu JP computer 353 15 NEC JP telecommunication 336
First, it represents the activities of cluster firms to the outside world through a website, database, press releases but also coordinated events at industry fairs globally.
http://www. ryerson. ca/ors/funding/resources/download/photonics. ppt About 100 companies79 active in optics-photonics in Quebec employ about 4, 750 specialists
This diverse range of photonics and optical firms primarily support applications in the telecommunications sector,
Currently, the photonics industry in Quebec supplies goods to many industry sectors, mainly telecommunications equipment (36 percent), electronic equipment (20 percent), industrial process control (18 percent), instruments
However, the CEO of the Quebec Photonics Network sees the relatively dense social network of Québec City confined to a relatively small area as a reason why collaboration might be easier.
In Europe, the European commission treats photonics as a key technology for the economy of the 21st century because it impacts on many important European industries, such as telecommunication, lighting, environment, health care and life sciences, safety
In North america, the optical, cable and solar industry, the telecommunication industry and the chemical industry are the most important groups of photonic applicants.
In Europe, the electronics industry, vehicle industry and the telecommunication industry plays an important role. Market prospects and growth impacts All existing market forecast for photonics
also emanating into service sectors such as health, software, architecture and construction, telecommunication and engineering services.
, solar cells BCC (2008) Optical coatings 5 2008 5. 7 2015 2 electronics, defence/security, architecture, solar, medical, telecom, transportation BCC
(2009) Optical coatings 4. 3 2005 5. 6 2012 4 telecom, electronics, vehicles, medical, security, architecture BCC (2006) Total market
A large number of examples can be found in a number of companies'website where statements are being made around the message that REACH is an important driver for environmental responsibility in our company.
and internet infrastructure as well as shared research facilities Pipeline for raw materials transport (e g hydrogen) and energy supply (e g. gas) Strong knowledge infrastructure with many higer education institutes
telecommunication and engineering services, contributing to both product and process innovation. Like other general purpose technologies,
software 60 23 Alstom FR electronics 121 23 Motorola US electronics 59 24 Infineon DE electronics 121 24 Eaton US
While for some areas, global networks of the leading organisations from research and industry are suited best,
http://www. photonics21. org/download/Annual meeting/Presentations general assembly/5. Robert Corriveau photonicsincanada nationalinnovationstrategy. pdf Collet, C. 2007), Synthetic presentation of the major clusters in nanoelectronics, Nanotrendchart
Oxford Research A s. GC (2010) Canadian Photonics Sector, Website of the Canadian government, available from:
Minalogic (2010), Grenoble A high-tech hub, Minalogic Website, available from: http://www. minalogic. com/en/environnement-grenoble. htm Miyazaki, K.,N. Islam (2007), Nanotechnology systems of innovation An analysis of industry and academia research activities
A Social network Analysis of the Quebec Optics and Photonics Cluster, Paper presented at the DRUID Summer Conference 2004.
QPN (2010), Quebec Photonics Network Website, available from: http://www. quebecphotonic. ca Riese, J.,R. Bachmann (2004), Industrial Biotechnology:
. Dicken (2006), Transnational corporations and network effects of a local manufacturing cluster in mobile telecommunications equipment in China, World Development 34,520 540
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