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Eastern Europe B2C E-Commerce Market 2015

  • January 2016
  • -
  • yStats - Global E-Commerce Intelligence
  • -
  • 159 pages

yStats.com reports double-digit B2C E-Commerce sales growth across Eastern Europe

The fourth largest region worldwide in terms of B2C E-Commerce sales, Eastern Europe is home to several emerging online retail markets. However, despite the double-digit growth rates of these markets, Eastern Europe’s share of global B2C E-Commerce is predicted to remain unchanged for the next four years, due to more rapid expansion of the Asia-Pacific region. As shown in yStats.com’s report, B2C E-Commerce sales accounted for only a small one-digit share of the total retail sales in Eastern Europe in 2015, less than half of the shares in North America, Western Europe and Asia-Pacific. This is an indication of the potential for further online retail growth in Eastern Europe, supported by increasing Internet and online shopper penetration in its leading countries.

Russia was by far the largest B2C E-Commerce market in Eastern Europe in 2014, according to the research findings of yStats.com. Though both in Russia and Ukraine unfavorable economic conditions and devaluation of currencies over the previous two years had a negative impact on the consumers’ purchasing power, B2C E-Commerce sales in local currency continue to grow rapidly there, spurred by improving Internet penetration and increasing interest in making purchases over the Internet.

In other major markets of the region, including Turkey and Poland, online retail is also evolving. Important trends include the growth of mobile and cross-border E-Commerce, yStats.com finds. Smartphone penetration is growing across the region, with countries such as the Czech Republic having already surpassed a 50% smartphone penetration rate among the mobile phone users. Another interesting trend is the popularity of price comparison websites, especially in Greece, Romania and Hungary. Moreover, local B2C E-Commerce websites have to cope with the growing popularity of Chinese online marketplaces, such as Alibaba.com and JD.com. However, the positions of national leaders, such as Allegro in Poland, Alza in the Czech Republic, Hepsiburada in Turkey, Rozetka in Ukraine, and Ulmart in Russia remain strong.

Table Of Contents

Eastern Europe B2C E-Commerce Market 2015
1. Management Summary
2. Regional
- Breakdown of Global B2C E-Commerce Sales, by Regions and Sub-Regions, incl. Eastern Europe, in %, 2014 and 2019f
- B2C E-Commerce Share of Total Retail Sales, by Global Regions, incl. Eastern Europe, in %, 2015e
- B2C E-Commerce Sales in Europe, by Sub-Region, incl. Eastern Europe, in EUR billion, and in % Year-on-Year Change, 2014
- B2C E-Commerce Sales in Eastern Europe, in USD billion, and in % Year-on-Year Change, 2014 - 2019f
- B2C E-Commerce Share of Total Retail Sales in Eastern Europe, in %, 2014 - 2019f
- B2C E-Commerce Sales, by Selected Countries in Eastern Europe, in EUR billion, 2014
- Number of Internet Users and Penetration in Eastern Europe, by Selected Countries, in millions and in % of Population, 2013 - 2019f
- Number of Smartphone Users and Penetration in Eastern Europe, by Selected Countries, in millions and in % of Mobile Phone Users, 2013 - 2018f
- Internet Penetration in the EU Countries, incl. Eastern European Countries, in % of Individuals, 2011 - 2015
- Online Shopper Penetration in the EU Countries, incl. Eastern European Countries, in % of Internet Users, 2011 - 2015
3. Russia
3.1. Overview
-B2C E-Commerce Overview and International Comparisons, December 2015
3.2. Trends
-B2C E-Commerce Trends Overview, December 2015
-Cross-Border E-Commerce Statistics, incl. Number of Orders by Location and Platform, Number of Parcels and Average Check, 2013 and 2014
-Smartphone User Penetration and Mobile Shopper Penetration, in % of Online Shoppers, by Age Group and Total, October 2015
3.3. Sales and Shares
-Historic B2C E-Commerce Sales, in RUB billion, by Comparative Estimates, 2009 - 2014
-B2C E-Commerce Sales Forecasts, in RUB billion, by Comparative Estimates, 2014 - 2019f
-B2C E-Commerce Share of Total Retail Sales, in %, by Comparative Estimates, 2014 - 2020f
3.4. Users and Shoppers
-Monthly Internet Audience, in millions and in % of Adult Population, Summer 2011 - Summer 2015
-Number of Online Shoppers, in millions and in % of Internet Users, 2013 and 2014
-Online Shopper Penetration, by Gender, Age Group and Location Type, in % of Internet Users in the Relevant Group, November 2014
3.5 Products
-Product Categories Purchased Online, in % of Online Shoppers, 2013 and 2014
-B2C E-Commerce Sales by Product Categories, in RUB billion, 2013 and 2014
3.6. Payment
-Payment Methods Used in Online Shopping, in % of Online Shoppers, 2011 - 2014
3.7. Delivery
-Breakdown of B2C E-Commerce Orders by Delivery Methods, in %, 2013 and 2014
3.8. Players
-B2C E-Commerce Players Overview, December 2015
-Top 20 Online Shops, Ranked by Sales, incl. E-Commerce Sales, in RUB billion, Number of Orders, in thousands, Average Check, in RUB, and Main Product Category, H1 2015
4. Poland
4.1. Overview
-B2C E-Commerce Overview and International Comparison, January 2016
4.2. Trends
-M-Commerce Sales, in PLN billion, 2013 and 2016f
-Cross-Border Online Shopper Penetration, in % of Online Shoppers, 2014
4.3. Sales and Shares
-B2C E-Commerce Sales, in PLN billion, by Comparative Estimates, and CAGR, in %, 2013 - 2016f
-B2C E-Commerce Share of Total Retail Sales, by Comparative Estimates, 2014 - 2018f
4.4. Users and Shoppers
-Internet Penetration, in % of Individuals, 2011 - 2015
-Online Shopper Penetration, in % of Individuals, 2011 - 2015
-Online Shopper Penetration, by Gender and Age Group, in % of Individuals, 2014 and 2015
4.5 Products
-Product Categories Purchased Online, in % of Online Shoppers, 2014 and 2015
4.6. Payment
-Breakdown of Payment Methods Most Used in Online Shopping, in % of Online Shoppers, 2014
4.7. Delivery
-Breakdown of Delivery Methods Most Used in Online Shopping, in % of Online Shoppers, April 2015
4.8. Players
-E-Commerce Player Overview, December 2015
-Top 5 Most Recognized E-Commerce Websites, in % Internet Users, April 2015
5. Turkey
5.1. Overview
-B2C E-Commerce Market Overview and International Comparisons, January 2016
5.2. Trends
-M-Commerce Share of Total B2C E-Commerce Sales, in %, Q1 2015
-Number and Value of Cross-Border E-Commerce Transactions with Bank Cards, in millions and in TRY million, Q1 2013 - Q1 2015
5.3. Sales and Shares
-B2C E-Commerce Sales, by Segment, in TRY billion, 2013 and 2014
-B2C E-Commerce Share of Total Retail Sales, in %, 2014
5.4. Users and Shoppers
-Internet Penetration, in % of Individuals, 2011 - 2015
-Online Shopper Penetration, in % of Internet Users, 2011 - 2015
5.5 Products
-Product Categories Purchased Online, in % of Online Shoppers, by Gender, 12 Months to March 2015
5.6. Payment
-Number and Value of Domestic E-Commerce Transactions with Bank Cards, in millions and in TRY million, Q1 2013 - Q3 2015
5.7. Delivery
-Problems Encountered in Online Shopping, incl. Delivery, in % of Online Shoppers, by Gender and Total, 12 Months to March 2015
5.8. Players
-B2C E-Commerce Players Overview, January 2016
-Breakdown of B2C E-Commerce Market Shares, by Players, in %, 2014
6. Greece
6.1. Overview
-Overview and International Comparisons, January 2016
6.2. Trends
-Share of Online Shoppers Purchasing Online due to Direct Price/Product Comparisons, in %, 2014 and 2015
-Top Three Reasons to Shop Online and Top Three Main Sources of Information in Online Purchases, in % of Online Shoppers, 2015
6.3. Sales and Shares
-B2C E-Commerce Sales, in EUR billion, 2013 and 2014
6.4 Users and Shoppers
-Internet Penetration, in % of Households, 2011 - 2015
-Online Shopper Penetration, in % of Internet Users, 2011 - 2015
-Breakdown of Online Shopper Penetration, by Age and Gender, in %, Q1 2015
6.5 Products
-Product Categories Purchased Online, in % of Online Shoppers, 12 Months to March 2015
6.6 Payment
-Breakdown of Payment Methods Used in Online Shopping, in %, July 2015
6.7 Delivery
-Breakdown of Problems Encountered in Online Shopping, incl. Delivery-Related, in % of Online Shoppers, 12 Months to March 2015
6.8 Players
-Top 10 E-Commerce Websites, by Website Rank, incl. Website Type and Website Visits, December 2015
7. Czech Republic
7.1 Overview
-Overview and International Comparisons, January 2016
7.2. Trends
-Share of B2C E-Commerce Websites with Mobile Sites, in %, 2014 and 2015e
-Cross-Border Online Shopper Penetration, by Location of Seller, incl. Any Foreign Country, Other EU Countries, Non-EU Countries, in % of Online Shoppers, by Gender and Age Group, Q2 2015
7.3. Sales and Shares
-B2C E-Commerce Sales, in CZK billion and in % Year-on-Year Change, 2010 - 2015e
-B2C E-Commerce Share of Total Retail, in %, 2015e and 2017f
7.4 Users and Shoppers
-Internet Penetration, in % of Households, 2011 - 2015
-Number of Online Shoppers, in millions and in % of Population, 2010, 2012, 2014 and 2015
-Online Shopper Penetration, by Age and Gender, in % of Internet Users, Q2 2015
7.5 Products
-Product Categories Purchased Online, in % of Online Shoppers, by Gender and Age Group, Q2 2015
7.6 Payment
-Payment Methods Used in Online Shopping, in % of Online Shoppers, 2015
7.7 Delivery
-Breakdown of Preferences over the Speed of Delivery, in % of Online Shoppers, August 2015
7.8 Players
-B2C E-Commerce Players Overview, January 2016
-Breakdown of Online Shops? Market Share by Product Category, in %, H1 2015
8. Ukraine
8.1 Overview
-Overview and International Comparisons, January 2016
8.2 Trends
-Share of Online Shoppers Placing Orders Online via Social Networks, in %, 2013 and 2014
8.3 Sales and Shares
-B2C E-Commerce Sales, in UAH billion, 2014 - 2017f
-B2C E-Commerce Share of Total Retail Sales, in %, 2014
8.4 Users and Shoppers
-Internet Penetration, in % of Individuals, 2010 - 2014
-Number of Online Shoppers, in millions, Q3 2013 and Q3 2014
8.5 Products
-Product Categories Purchased Online, in % of Online Shoppers, Q3 2014
8.6 Payment
-Share of Online Shoppers Paying by Card, in %, 2015
8.7 Delivery
-Most Important Factors in Online Shopping, incl. Delivery, in % of Online Shoppers, Q3 2014
8.8 Players
-Breakdown of Online Shops by Market Share, by Electronics and Household Appliances and Clothing and Shoes, 2014
9. Romania
9.1 Overview
-Overview and International Comparisons, January 2016
9.2 Trends
-Breakdown of Online Transactions with Payment Cards, by Cross-Border and Domestic, in %, 2014
9.3 Sales and Shares
-B2C E-Commerce Sales, in EUR billion, 2013 and 2014
-B2C E-Commerce Share of Total Retail Sales, in %, 2014
9.4 Users and Shoppers
-Internet Penetration, in % of Individuals, 2011 - 2015
-Online Shopper Penetration, in % of Internet Users, 2012 - 2015
9.5 Products
-Top 3 Product Categories in B2C E-Commerce, by Rank, 2014
9.6 Payment
-Share of Cash on Delivery Payment for Online Purchases, in % of Online Purchases, 2014
9.7 Delivery
-Main Disadvantages of Online Shopping, incl. Delivery Costs, September 2014
9.8 Players
-Top 10 Most Visited E-Commerce websites, by in % Internet Users, September 2015
10. Hungary
10.1 Overview
-Overview and International Comparisons, January 2016
10.2 Trends
-Average Spending on Online Purchases via Mobile Devices per Shopper, in HUF thousand, 2014 and 2015f
10.3 Sales and Shares
-B2C E-Commerce Sales, in HUF billion, 2013 and 2014
-B2C E-Commerce Share of Total Retail, in %, 2013 and 2014
10.4 Users and Shoppers
-Internet Penetration, in % of Individuals, 2010 - 2014
-Online Shopper Penetration, in % of Population, 2010 - 2014
10.5 Products
-Breakdown of Product Categories Purchased Online, in % of Online Shoppers, 2014
10.6 Payment
-Share of Payment on Delivery of Total Online Shopping Spending, in %, 2014
10.7 Delivery
-Preferences over Delivery Methods, in % of Online Shoppers, 2014 and 2015
10.8 Players
-E-Commerce Websites Type Uses, in % of Online Shoppers, 2014 and 2015
-Top 15 E-Commerce Websites, by Website Rank, incl. Website Type and Website Visits, November 2015
11. Belarus
11.1 Overview
-Overview and International Comparisons, January 2016
11.2 Trends
-Breakdown of Online Purchases by Device Used, in %, Q1 2015
-Countries and Regions Purchased Online from, 6 Months to September 2014
11.3 Sales and Shares
-B2C E-Commerce Sales, in USD million, 2013 and 2014
-B2C E-Commerce Share of Total Retail Sales, in %, 2013
11.4 Users and Shoppers
-Internet Penetration, in % of Individuals, 2010 - 2014
-Online Shopper Penetration, in % of Internet Users, 2013 - 2015
11.5 Products
-Products Purchased Online, in % of Online Shoppers, 2014
11.6 Payment
-Breakdown of Last Online Purchase by Payment Methods, in % of Online Shoppers, September 2014
1.7 Delivery
-Breakdown of the Last B2C E-Commerce Order by Delivery Method, by Order Value, in % of Online Shoppers, September 2014
11.8 Players
-Top 10 E-Commerce Websites by Website Rank, January 2015

Companies Mentioned
Alibaba.com, Aliexpress.com, Allegro, Allo, Altex.ro, Alza.cz, Arukereso.hu, Bonprix, Cel.ro, Ceneo, Citilink, Deal.by, E-Dostavka.by, E-Shop.gr, eBay, Elefant.ro, Emag.ro, Exist, Gittigidiyor, Hepsiburada.com, Jofogas.hu, Lamoda, Le Boutique, Levneelektro.cz, Mall.cz, Markafoni, Modnakasta, n11.com, Okazii.ro, OLX, Oz.by, Rozetka, Shop.by, Skroutz.gr, Tchibo.cz, Teknosa, Ulmart, Vatera.hu, Wildberries, Wildberries.by, Xe.gr, Zalando

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