Western and Central Europe B2C E-Commerce Report 2013

  • September 2013
  • -
  • yStats - Research on International Markets
  • -
  • 109 pages

Western and Central Europe see increase in B2C E-Commerce.

This report indicates, among other things, that a double digit growth rate above 10% in Western Europe is expected for 2013, though this growth rate will decrease by 2017. Total B2C E-Commerce sales in Western Europe are expected to reach over 300 billion euros by 2016. Cross border shopping is a growing trend throughout the continent, reaching over 10% of online shoppers in 2012, a figure expected to double by 2015.

Online shopping on the increase

The yStats.com report points out that the countries with the highest online shopper penetration are the Scandinavian countries, UK, Germany, Netherlands and France, all above the EU average. The most popular product categories in Europe by audience reach were consumer electronics and apparel. The Leading shopping websites were Amazon, Apple, and Otto Group’s sites. Price comparison websites are also popular.

Western and Central Europe are considered mature B2C E-Commerce markets

In Germany, B2C E-Commerce sales reached several tens of billions of euros in 2012 and showed double digit growth over 2011. As a share of total retail sales, B2C E-Commerce accounted for several percentage points less than 10% in 2012, and the share is expected to increase by one percentage point in 2013. The most used payment methods for online shopping in Germany are invoice and PayPal, a contrast with many other European E-Commerce markets where bank cards are the most popular payment method. US based mass-merchant Amazon is the largest E-Commerce player, while the Germany based Otto group continues expansion into domestic as well as international B2C E-Commerce. German online retailers benefit from popularity with shoppers in neighboring Austria.

B2C E-Commerce sales in the United Kingdom reached a significant double digit figure in billions of Euros in 2012, and further growth is expected. One on the main trends driving online shopping in the UK is mobile commerce: the share of mobile purchases on total B2C E-Commerce sales doubled in 2012. Major online sales players such as Amazon, Argos, Next, and Tesco have a significant share of traffic generated through the mobile channel.

In France, B2C E-Commerce sales approached half a hundred billion Euros, reflecting double digit growth in 2012. Amazon, Cdiscount, La Redoute and FNAC are among the leading online sellers in France, but the market is diverse, as large players account for over 2/3 of the market, but the top 10 for less than half.

In contrast to the general economic situation in Italy and Spain, E-Commerce has experienced healthy growth in those countries, reaching a double digit figure in billions of Euros. Cross-border B2C E-Commerce is popular in Spain, where consumers shop online from overseas websites and Spanish online shops sell abroad.

B2C E-Commerce also booms in Belgium, the Netherlands and Luxemburg. In the Netherlands, B2C E-Commerce sales, including travel, already accounts for more than 10% of total retail sales and comparison shopping websites are especially popular, while in Belgium a current trend is cross-border shopping, reaching a quarter of online shoppers, more than double the EU average.

Table Of Contents

1. Management Summary

2. Europe (Regional)

• Top Countries by B2C E-Commerce Sales, Ranked by 2013f, in USD billions, 2011-2016f
• Top Countries by B2C E-Commerce Sales Growth, Ranked by 2013f, in %, 2011-2017f
• Average B2C E-Commerce Sales per Online Shopper, Ranked by 2013f, by Country, in USD, 2011-2016f
• Online Shopper Penetration in the EU, in % of Individuals, 2010 - 2012 and 2015f
• Online Shopper Penetration in the EU, Top 14 Countries and EU Average, in % of Individuals, 2012 (1 of 2)
• Online Shopper Penetration in the EU, Top 15-28 Countries, in % of Individuals, 2012 (2 of 2)
• Online Shopper Penetration in the EU by Age Group and Gender, in % of Individuals in the Relevant Group, 2012
• Internet User Penetration in the EU, by Country and EU Average, in % of Individuals, 2010-2012
• Top 5 Retail Website Categories, in Thousand Unique Visitors, December 2011 and December 2012
• Most Purchased Online Product Categories in the EU, in % of Individuals, 2011 and 2012
• Share of Cross-Border Online Shoppers on Total Online Shoppers in the EU, in %, 2012 and 2015f
• Confidence in Online Shopping, by Shopping from a Website in Own Country and in Another EU Country, in % of Consumers Who Already Made Cross-Border Purchases and All Consumers, 2012
• Top 10 Retail Websites, by Total Unique Visitors from Europe, in Thousand, December 2012

3. Central Europe

3.1 Germany (Top Country)
• B2C E-Commerce Sales, in EUR billion and % Growth, 2008-2013f
• Share of B2C E-Commerce on Total Retail Sales, in %, 2008-2013f
• B2C E-Commerce Sales, Excluding Services, in EUR billion and % Change, 2009-2012
• B2C E-Commerce Sales, in EUR billion and in % Growth, Q1 2012 vs Q1 2013 and Q2 2012 vs Q2 2013
• Share of B2C E-Commerce Sales on Total B2C E-Commerce and Mail Order Sales, in %, Q1 2012 vs Q1 2013 and Q2 2012 vs Q2 2013
• Most Used Online Payment Methods in B2C E-Commerce, in % of Online Shoppers, H2 2012
• Most Used Online Payment Methods in B2C E-Commerce, in % of Transactions, 2012
• Most Offered Payment Methods in E-Commerce, in % of E-Commerce Companies, 2012
• Most Popular Online Payment Methods in B2C E-Commerce, in % of Online Shoppers and in % of Young Smartphone Users, 2012
• Top 6 Categories of Most Visited Websites, in % Internet Users, June 2013
• Top 10 Most Popular Online Activities, incl. Online Shopping, in % Internet Users, May 2013
• Product Categories Most Purchased Online, in % of Internet Users, 12 Months to February 2013
• Turnover of B2C E-Commerce Product Categories, in EUR million and in % Growth, Ranked by 2012, 2011 and 2012
• Top 5 Product Categories in B2C E-Commerce and Mail Order, by Sales, in EUR million, Q1 2013 and Q2 2013
• Top 10 Online Shops by Audience Reach, in %, incl. Number of Visitors, in millions, January 2013 and July 2013
• News about B2C E-Commerce Players, 2013

3.2 Austria
• B2C E-Commerce Sales of Goods, in EUR billion, 2007, 2011 and 2016f
• Online Shoppers, by Age Group, in % of Individuals, May-June 2011 and April-June 2012
• Internet Users, by Age Group, in % of Individuals, May-June 2011 and April-June 2012
• Most Used Online Payment Methods in B2C E-Commerce, in % of Transactions, 2012
• News about B2C E-Commerce Players, 2012 and 2013

3.3 Switzerland
• B2C E-Commerce Sales, in CHF billion, 2006, 2008, 2010 and 2012
• Share of B2C E-Commerce on Total Retail Sales, in %, 2009-2012
• Breakdown of B2C E-Commerce Sales by Product Category, in %, 2010-2012
• Most Used Online Payment Methods in B2C E-Commerce, in % of Transactions, 2012
• News about B2C E-Commerce Players, 2012 and 2013

4. Western Europe

4.1 UK (Top Country)
• B2C E-Commerce Sales, in GBP billion and % Growth, 2011-2017f
• B2C E-Commerce Sales, in GBP billion, 2012 and 2013f
• M-Commerce Sales, in GBP billions and in % of B2C E-Commerce Sales, 2011-2017f
• Share of M-Commerce on B2C E-Commerce Sales and Share of Mobile Visits on Total Visits to B2C E-Commerce Websites, in % of Total, 2010 - 2012
• Share of M-Commerce on Total B2C E-Commerce Sales, in %, Q4 2012 and Q1 2013
• Most Preferred Payment Methods in B2C E-Commerce, in % of Online Shoppers, Q3 2012
• Payment Methods Used in M-Commerce, in % of Mobile Shoppers, Q3 2012
• Product Categories Purchased Online, in % of Individuals, 2011and2012
• Share of Satisfied Online Customers on Total Online Customers, in %, July 2012 -January 2013
• News about B2C E-Commerce Players, 2012 and 2013

4.2 France (Top Country)
• B2C E-Commerce Sales, in EUR billion, and in % Growth, 2009-2012
• B2C E-Commerce Sales, in USD billion and in % Growth, 2011-2016f
• Share of B2C E-Commerce Sales on Total Retail Sales, in %, 2012
• Most Preferred Payment Methods in B2C E-Commerce, in % of Online Shoppers, Q3 2012
• Payment Methods Used in M-Commerce, in % of Mobile Shoppers, Q3 2012
• Products and Services Most Purchased Online, in % Internet Users, December 2012 to May 2013
• Top 10 Most Visited E-Commerce Properties, by Total Unique Visitors, in thousand, June 2013
• Top 15 Most Visited E-Commerce Websites, ranked by Average Monthly Visitors, in millions, Q1 2013
• Top 10 E-Commerce Players, by Reach of Online Shoppers, in % of Online Shoppers, 6 Months to May 2013
• Investments Intention of E-Commerce Companies, by Category, in % of E-Commerce Companies, April 2013
• Share of B2C E-Commerce Companies Engaged in Export, in % of Total B2C E-Commerce Players, by Country of Destination, April 2013
• News about B2C E-Commerce Players, 2012 and 2013

4.3 Belgium
• Share of Online Shoppers on Total Consumers, in % Consumers, 2011and2012
• Share of Cross-Border Online Shoppers, Compared to EU Average, in % of Individuals, 2012
• Product Categories Purchased Online, in % of Individuals, 2011and2012

4.4 Iceland
• Share of Online Shoppers on Total Internet Users, in %, 2010-2012
• Goods and Services purchased Online, in % of Online Shoppers, 2011 and 2012

4.5 Ireland
• Online Shoppers, by Age Group, in % of Individuals, 2011 and 2012
• Product Categories Purchased Online, in % of Individuals, 2011 and 2012

4.6 Italy
• B2C E-Commerce Sales, in USD billion and in % Growth, 2011-2016f
• B2C E-Commerce Sales from Local Websites, in EUR billion and in % Growth, 2010-2013f
• Breakdown of the Last B2C E-Commerce Purchase, by Payment Method, in % of Online Shoppers, 3 Months to February 2013
• Breakdown of the Last B2C E-Commerce Purchase, by Product Category, in % of Online Shoppers, Q1 2013
• News about B2C E-Commerce Players, 2013

4.7 Luxembourg
• Enterprises Which Received Online Orders, 2009-2012
• Product Categories Purchased Online, in % of Individuals, 2011and2012

4.8 Netherlands
• B2C E-Commerce Sales, in USD billion and in % Growth, 2011-2016f
• B2C E-Commerce Sales, in EUR billion and % Growth, 2008-2012
• Share of B2C E-Commerce on Total Retail Sales, in %, 2008-2012
• Breakdown of B2C E-Commerce Sales, by Product Category, in %, 2012
• B2C E-Commerce Sales, by Product Category, incl. Clothing, in EUR million, and in % Growth, 2011-2012
• Product Categories Purchased Online, in % of Individuals, 2011 and 2012
• Likelihood of Visiting Comparison Shopping Sites, in Composition Index Unique Visitor, by Gender and Ages, May 2013

4.9 Portugal
• Share of Online Shoppers on Individuals, in %, Compared to EU Average, 2012
• Share of Online Shoppers on Internet Users, in %, Compared to EU Average, 2012
• Top 3 Most Visited E-Commerce Websites, in Million Total Unique Visitors, Q1 2013

4.10 Spain
• B2C E-Commerce Sales, in USD billion and in % Growth, 2011-2016f
• B2C E-Commerce Sales, in EUR billion and in % Year-On-Year Change, Q4 2010 - Q3 2012
• Number of B2C E-Commerce Transactions, in million and in % Year-on-Year Change, Q4 2010 - Q3 2012
• Breakdown of B2C E-Commerce Sales, by Within Spain, From Spain to Other Countries and from Other Countries to Spain, in %, Q3 2012
• Breakdown of the B2C E-Commerce Sales, by Categories of Products and Services, in %, Q3 2012
• Product Categories Purchased Online, in % of Individuals, 2011 and 2012
• Most Preferred Payment Methods in B2C E-Commerce, in % of Online Shoppers, Q3 2012

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