Eastern Europe B2C E-Commerce Market 2014

  • October 2014
  • -
  • yStats - Research on International Markets
  • -
  • 263 pages

Growth of Online Retail in Eastern Europe Attracts Global Investors

Eastern Europe accounted for a small one-digit share of the global B2C E-Commerce sales last year, dwarfed by the large double-digit shares of North America, Asia-Pacific and Western Europe. However, it terms of growth year over year, some of the nations of the region are among the global leaders.

The leading emerging markets in this region in terms of market size are Russia, Turkey and Poland. Russia and Turkey also scored high in year to year growth of B2C E-Commerce in 2013, but were outpaced by close to 50% growth in Ukraine. Some smaller markets, such as Estonia and Slovakia generate significantly smaller sales of a few hundred millions of euros, but outperform the rest of the region in terms of ICT infrastructure metrics, such as Internet penetration.

Among the important trends spreading throughout the region is the development of mobile shopping. M-Commerce is driven by growing smartphone and mobile Internet penetration. In countries such as Ukraine and Turkey over 40% of smartphone owners already have experience with mobile shopping. Another important movement is cross-border B2C E-Commerce. For example, in Slovenia and the Czech Republic close to half of all online shoppers made purchases from foreign online stores in 2013. Regulation of online retail sales is also a trend; the past two years were marked with adoption of important new rules affecting E-Commerce in several Eastern European countries including Russia and Belarus.

Looking at payment methods, the report finds that cash on delivery still predominates in the majority of B2C E-Commerce markets in the region, as it is the most used payment method in Russia, Greece, Czech Republic, Ukraine, Hungary, Romania, Slovakia and Belarus. However, for cross-border purchases, credit cards are often used. For example, in Romania, over 90% of online shoppers paid with cash in 2013, but international transactions account for more than half of the credit card payments made for goods and purchases online that year.

The fast growing markets of Eastern Europe have attracted the attention of international B2C E-Commerce players and investors. The region’s largest market, Russia, drew hundreds of millions of dollars in B2C E-Commerce investment over the past several years from companies such as JP Morgan, Kering, IFC, Tiger Global Management, Naspers and others. While on first stages the major beneficiaries were online clothing retailers such as Lamoda and KupiVIP, in 2014 the trend favored online shops of goods for children, such as Esky and Mamagazin. Also the second largest online retail market in the region, Turkey, has raised significant interest of international and local investors, mostly in the clothing sector featuring such players as Markafoni, Modanisa and Lidyana.

Table Of Contents

1. Management Summary

2. Regional
•Breakdown of B2C E-Commerce Sales, by Regions, incl. Eastern Europe, in %, 2013 and 2018f
•Online Shopper Penetration, by Region, incl. Eastern Europe, in % of Internet Users, 2013 - 2018f
•B2C E-Commerce Sales, in USD billion, 2013 - 2018f
•B2C E-Commerce Sales, by Selected Countries, in EUR billion, 2013
•B2C E-Commerce Sales Growth, by Selected Countries, in % Year-on-Year Change, 2013
•Internet User Penetration, by Selected Countries, in % of Individuals, 2009 and 2013
•Smartphone Owner Penetration on Total Population and Mobile Shopper Penetration on Smartphone Owners, in %, by Selected Countries, May 2013
•Online Shopper Penetration, by Eastern European Countries in the EU, in % of Internet Users, 2013
•Cross-Border Online Shopper Penetration on Total Online Shoppers in the EU, in %, by Eastern European Countries, 2013

3.Russia (Top Country)

3.1. Trends
•Top 10 Countries Worldwide by B2C E-Commerce Sales, incl. Russia, Ranked by 2014f, 2012 - 2017f
•Top 10 Countries Worldwide by B2C E-Commerce Sales Growth, incl. Russia, in %, 2013
•Top 10 Countries Worldwide by Growth of Internet Users, incl. Russia, by in % Growth in Q4 2013 Compared to Q4 2008
•Breakdown of B2C E-Commerce Sales by Product Categories, by Selected Countries, incl. Countries in Asia-Pacific, in %, 2012
•B2C E-Commerce Sales, by BRIC Countries, incl. Russia, in USD billion, 2013
•Annual Spending per Online Shopper, by BRIC Countries, Incl. Russia, in USD, 2013
•Internet User Penetration, in % of Population, by BRIC Countries, incl. Russia, 2013
•Top 5 Countries in Europe by B2C E-Commerce Sales, incl. Russia, in EUR billion 2013 and 2014f
•M-Commerce Overview and Trends, 2014
•Number of Mobile Internet Users, in millions, December 2012 and December 2013, and Breakdown of Mobile Internet Users, by Gender and Age Group, in %, December 2013
•Mobile Shopping Activities, by Smartphone and Tablet, in % of Mobile Internet Users on Smartphone/Tablet, May 2013
•Cross-Border B2C E-Commerce Overview, 2014
•Cross-Border B2C E-Commerce Sales of Physical Goods, in RUB billion and in % of Total B2C E-Commerce Sales of Physical Goods, 2012 and 2013e
•Number of Cross-Border Online Purchases, in millions and in % Year-on-Year Growth, 2012 and 2013
•Cross-Border Online Shoppers, in millions and in % of Total Online Shoppers, 2012 and 2013e
•Breakdown of Cross-Border Online Shoppers, by Age Group, in %, 2013e
•Online Shopping Destinations Purchased From, incl. Local Region, Other Regions in Russia, CIS, Europe and Other Foreign Countries, in % of Online Shoppers, 2013
•Online Shopping Destinations Purchased from, incl. Cross-Border, in % of Online Shoppers, 12 Months to September 2013
•Most Purchased Product Categories in Cross-Border B2C E-Commerce, in % of Cross-Border Online Shoppers, 12 Months to September 2013
•Problems Encountered when Shopping Online Cross-Border, in % of Cross-Border Online Shoppers, 12 Months to September 2013
•Reach of Internet User Audience by Top 4 International E-Commerce Players in Total, Compared to Top 4 Local E-Commerce Players in Total, October 2012 and October 2013
•Breakdown of Channels Most Used to Purchase Luxury Goods, incl. Online, in % of Luxury Consumers, 2013
•Share of Top Luxury Brand Websites Offering Website in Russian Language, in %, July 2013
•Share of Top Luxury Brand Websites Offering International Shipping to Russia, in %, July 2013

3.2. Sales and Shares
•B2C E-Commerce Sales, by Sales of Digital Goods and Tickets and Sales of Physical Goods, in RUB billion, 2010 - 2013
•B2C E-Commerce Sales Forecast, in RUB billion, and in % Year-on-Year Change, 2014f - 2018f
•B2C E-Commerce Sales Forecast, in RUB billion, by Comparative Estimates, Ranked by in % CAGR, 2013 - 2018f
•B2C E-Commerce Sales Forecast, in USD billion, by Comparative Estimates, Ranked by in % CAGR, 2013 - 2016f
•Share of B2C E-Commerce on Total Retail Sales, in %, 2012 and 2016f

3.3. Users and Shoppers
•Internet User Penetration, in % of Adult Population, Spring 2010 - Spring 2014
•Monthly Internet Audience, in millions, and in % Year-on-Year Change, Spring 2010 - Spring 2014
•Breakdown of Monthly Internet Audience, by Regions, in millions and in %, Summer 2014
•Number of Online Shoppers, in millions, 2012 and 2013
•Online Shopper Penetration, by Gender, Age Group and Location, in % of Internet Users in the Relevant Group, 2013
•Breakdown of Online Shoppers, by Gender, Age Group and Location, in %, 2013

3.4. Products
•Top Product Categories by B2C E-Commerce Sales, in RUB billion, 2013
•Product Categories Purchased in B2C E-Commerce, in % of Online Shoppers, 2013
•Product Categories Purchased Online, in % of Online Shoppers in Relevant Group, by Gender and Location, 2013

3.5. Payment and Delivery
•Payment Methods Used in B2C E-Commerce, in % of Online Shoppers, 2010 - 2013
•Breakdown of the Last B2C E-Commerce Purchase, by Payment Method, in % of Online Shoppers, September 2013
•Breakdown of the Preferred B2C E-Commerce Payment Method, in % of Online Shoppers, September 2013
•Payment Methods Used in B2C E-Commerce, in % of Online Shoppers, by Total, Gender and Location, 2013
•B2C E-Commerce Delivery Overview and Trends, 2014
•Breakdown of B2C E-Commerce Delivery, by Method, in %, 2012
•Delivery Methods Used at Least Once, in % of Online Shoppers, 12 Months to September 2013
•Breakdown of Preferred Delivery Method, in % of Online Shoppers, September 2013
•Breakdown of Maximum Acceptable Delivery Time, in % of Online Shoppers, September 2013
•Breakdown of Experienced Maximum Delivery Time, in % of Online Shoppers, September 2013
•Delivery Methods Offered By Top 5 Online Shops, April 2014

3.6. Players
•Breakdown of Investment Deals Value in Internet Sector, by E-Commerce and Other, in % and in USD million, 2012 and 2013
•Overview of Major Investment Deals in B2C E-Commerce, Ranked by Value, 2011 - H1 2014
•Overview of Top 20 Online Shops by Revenue, 2013
•Top 25 Companies by B2C E-Commerce Sales, in RUB billion, 2013
•Market Shares of the Top 5 Online Retailers, in % of Total B2C E-Commerce Value, 2013
•Top 20 Foreign E-Commerce Websites, by Number of Unique Visitors from Russia, Nov. and Dec. 2013

4. Turkey

4.1. Trends
•B2C E-Commerce Trends, 2014
•Private Shopping Trends, 2014
•M-Commerce Trends, 2014
•Smartphone Owner Penetration, by Gender and Age Group, in % of Individuals, 2013
•Devices Connected to the Internet, in % Households with Internet Access, Q1 2014
•Mobile Shopper Penetration on Smartphone Owners, in %, May 2013
•Reasons to Not Shop on Mobile, in % of Smartphone Users Who Do Not Shop on Mobile, May 2013
•Social Commerce Trends, 2014
•Top Social Media Sites, by Number of Page Views, October 2013
•Top E-Commerce Brands in Facebook, Ranked by Number of Local Fans on Facebook Page, in millions, December 2013

4.2. Sales and Shares
•B2C E-Commerce Sales, in EUR billion, 2012 - 2014f
•E-Commerce Sales, in TRY billion, 2012, 2013 and 2014f
•Share of B2C E-Commerce on Total Retail Sales, in % and in USD billion, 2013

4.3. Users and Shoppers
•Internet User Penetration on Individuals, by Male, Female and Total, in %, 2009-2013
•Internet User Penetration on Individuals, by Age Group, in %, Q1 2013 and Q1 2014
•Online Activities, in % of Internet Users, Q1 2014
•Online Shopper Penetration on Internet Users, in %, Q1 2012, Q1 2013 and Q1 2014

4.4. Products
•Breakdown of B2C E-Commerce Sales by Product Categories, in %, 2012
•Product Categories Purchased Online, in % of Online Shoppers, 12 Months to March 2014
•Breakdown of the Product Categories Most Purchased by Female Online Shoppers, in %, 2013

4.5. Payment and Delivery
•Breakdown of Most Used Payment Methods in B2C E-Commerce, in % of Online Shoppers, 2012
•Number and Value of Domestic E-Commerce Transactions with Cards, in millions and in TRY billion, Q1 2012 - Q2 2014
•Number and Value of Cross-Border E-Commerce Transactions with Cards, in millions and in TRY million, Q1 2012 - Q2 2014
•Share of E-Commerce on Total Card Spending, in %, 2013e, 2014f, 2018f
•Reasons to Choose a Particular Online Store, in % of Online Shoppers, 2012

4.6. Players
•Overview of Mergers and Acquisitions on the E-Commerce Market, 2010 - Q1 2014
•B2C E-Commerce Player Overview, 2013
•Most Visited E-Commerce Websites, in Million Unique Visitors, November 2012
•Most Visited E-Commerce Webites, in % of Internet Users, 2013
•Top E-Commerce Sites, by Number of Page Views, October 2013

5. Poland

5.1. Trends
•B2C E-Commerce Trends, 2014
•Mobile Shopper Penetration on Smartphone Owners, in %, May 2014
•Smartphone Penetration by Age Group, in % of Internet Users, May 2013 and May 2014
•Devices Used for Shopping Online, in % of Online Shoppers, March 2014

5.2. Sales and Shares
•B2C E-Commerce Sales, in EUR billion, 2012 - 2014f
•E-Commerce Sales, in PLN billion, 2011 - 2013e
•Share of B2C E-Commerce on Total Retail Sales, in %, 2013

5.3. Users and Shoppers
•Share of Internet Users on Total Population, in %, 2009 - 2013
•Online Shopper Penetration on Internet Users, in %, 2009 - 2013
•Breakdown of Visitors to E-Commerce Sites, by Age Groups, in %, August 2013

5.4. Products
•Product Categories Purchased Online, in % of Online Shoppers, March 2014

5.5. Payment and Delivery
•Breakdown of Payment Methods Most Preferred in B2C E-Commerce, in % of Online Shoppers, 2013
•Breakdown of Payment Methods Most Used in B2C E-Commerce, in % of Online Shoppers, March 2014
•Breakdown of Maximum Accepted B2C E-Commerce Delivery Time, by Days, in % of Online Shoppers, 2013

5.6. Players
•Top 5 Online Retailers, by B2C E-Commerce Sales, in USD million, 2012 and 2013
•Most Known Sites Associated with Online Shopping, in % of Internet Users, March 2014
•Most Known Sites Associated with Online Shopping for Clothing, in % of Internet Users, March 2014

6. Greece

6.1. Trends
•B2C E-Commerce Trends, 2014

6.2. Sales and Shares
•B2C E-Commerce Sales, in EUR billion, 2012 and 2013
•B2C E-Commerce Sales, in EUR billion, 2012 and 2013
•Share of B2C E-Commerce on Total Retail Sales, in %, 2013

6.3. Users and Shoppers
•Share of Internet Users on Total Population, in %, 2009 - 2013
•Online Shopper Penetration on Internet Users, in %, Q1 2009 - Q1 2013
•Online Shopper Penetration on Internet Users, in %, 2009 - 2013
•Number of Online Shoppers, in millions, 2011 - 2013

6.4. Products
•Products Purchased Online, in % of Online Shoppers, 12 Months to March 2013

6.5. Payment and Delivery
•Payment Methods Most Offered in B2C E-Commerce, in % of Online Shops, H1 2014

6.6. Players
•Top 10 Local E-Commerce Websites, by Website Rank, October 2014

7. Czech Republic

7.1. Trends
•Breakdown of Share of Online Purchases Made in Foreign Online Stores, in % of Online Shoppers, 12 Months to July 2014
•Breakdown of Average Annual Spending on B2C E-Commerce, in % of Online Shoppers, 2013

7.2. Sales and Shares
•B2C E-Commerce Sales, in CZK billion and in % Year-on-Year Change, 2009 - 2013
•B2C E-Commerce Sales of Czech Online Shops, in CZK billion, Q1 2013-Q3 2013 and Q1 2014-Q3 2014
•Share of B2C E-Commerce on Total Retail, in %, 2013

7.3. Users and Shoppers
•Number of Internet Users, in millions and in % of Population, 2009 - 2013
•Online Shopper Penetration on Internet Users, in %, 2009 - 2013
•Online Shopper Penetration on Total Population, in %, 2009 - 2013
•Online Shopper Penetration, by Age Group, in % of Individuals, Q2 2013
•Online Shopper Penetration, by Gender, in % of Individuals, Q2 2013
•Breakdown of Visitors to E-Commerce Sites, by Age Groups, in %, August 2013

7.4. Products
•Product Categories Purchased in B2C E-Commerce, in % of Online Shoppers, Q2 2013

7.5. Payment and Delivery
•Breakdown of Online Bank Card Payments, by E-Commerce Categories, in %, by Transaction Value and Volume, 2013
•Payment Methods Used in B2C E-Commerce, in thousands Online Shoppers and in % of Online Shoppers, Q2 2013
•Payment Methods Used in B2C E-Commerce, in % of Online Shoppers, 2013
•Used Delivery Service Providers, in % of Online Shops, 2014

7.6. Players
•Overview of Selected B2C E-Commerce Players, incl. Revenue in 2013, Year-on-Year Growth and Segment, 2013

8. Ukraine

8.1. Trends
•Regulatory B2C E-Commerce Trends, 2014
•Cross-Border Online Shopper Penetration on Online Shoppers, in %, 2012 and 2013 and Top Cross-Border B2C E-Commerce Product Categories, by Rank, 2013
•Share of Credit Purchases on Total B2C E-Commerce Sales, in %, August 2014

8.2. Sales and Shares
•B2C E-Commerce Sales, in USD billion, 2011-2013e
•B2C E-Commerce Sales, in EUR billion, 2012 and 2013
•Dynamics of B2C E-Commerce Sales, by Selected Players and Total Market, in %, H1 2014
•Share of B2C E-Commerce on Total Retail Sales, in %, 2013

8.3. Users and Shoppers
•Share of Internet Users on Total Population, in %, 2009 - 2013
•Share of Online Shoppers on Regular Internet Users, in % and in millions, Q4 2013

8.4. Products
•Most Purchased Online Product Categories, by Rank, 2013

8.5. Payment and Delivery
•Payment Methods Used in B2C E-Commerce, in % of Online Shoppers, 2012
•Breakdown of Used Delivery Methods, in % of Online Shoppers, 2012

8.6. Players
•Top 10 Online Shops, Ranked by 2013 Revenue, in USD million

9. Hungary

9.1. Trends
•Breakdown of Devices Used for Online Shopping, in % of Smartphone Users, September 2013

9.2. Sales and Shares
•B2C E-Commerce Sales, in HUF billion, and in % Change, 2011 - 2013
•Share of B2C E-Commerce on Total Retail Sales, in %, 2013

9.3. Users and Shoppers
•Share of Population Who Used Internet, in %, by Used Ever and in Previous 3 Months, 2009 - 2013
•Online Shopper Penetration on Individuals, in %, by Purchased Ever and in Previous 3 Months, 2009 - 2013
•Breakdown of Visitors to E-Commerce Sites, by Age Groups, in %, August 2013

9.4. Payment and Delivery
•Payment Methods Preferred in B2C E-Commerce, in % of Online Shoppers, May 2014
•Share of “Home Delivery by Courier Service” on Total Delivery Methods Chosen, in % of Online Shoppers, May 2014

10. Romania

10.1. Trends
•Breakdown of Online Credit Card Payments for Goods and Services, by Domestic and International, in %, 2013

10.2. Sales and Shares
•B2C E-Commerce Sales, in EUR billion, 2012 and 2013

10.3. Users and Shoppers
•Share of Internet Users on Total Population, in %, 2009 - 2013
•Online Shopper Penetration on Internet Users, in %, 2009 - 2013

10.4. Products
•Breakdown of Categories Purchased Online, in %, 2013

10.5. Payment and Delivery
•Breakdown of Payment Methods Used in B2C E-Commerce, in %, 2013
•Number of Online Credit Card Payments for Products and Services, in millions, 2012 and 2013

10.6. Players
•Number of Online Stores, in Units, 2012 and 2013

11. Belarus

11.1. Trends
•Regulatory Trends, 2014
•Online Shopping Destinations, in % of Online Shoppers, March 2014
•Breakdown of Expenditure on Purchases in Foreign Online Shops, in % of Online Shoppers who Buy from Foreign Online Shops, March 2014
•Breakdown of Average Check, in % of Online Purchases, March 2014

11.2. Sales and Shares
•Turnover of Officially Registered Online Shops, in BYR billion, 2012 and 2013
•B2C E-Commerce Sales, in USD million, 2013e - 2016f
•Share of B2C E-Commerce on Total Retail Sales, in %, 2010 - 2013e

11.3. Users and Shoppers
•Share of Internet Users on Total Population, in %, 2009 - 2013
•Share of Online Shoppers on Internet Users, by Purchased in Any Time Previously and in the Previous 6 Months, March 2014
•Breakdown of Online Shoppers, by Age Group and Gender, in %, March 2014

11.4. Products
•Products Most Frequently Purchased Online, in % of Online Shoppers, March 2014

11.5. Payment and Delivery
•Payment Methods Most Used in B2C E-Commerce, in % of Online Shoppers, March 2014
•Breakdown of B2C E-Commerce Orders, by Delivery Method, in %, March 2014

11.6. Players
•Number of Officially Registered Online Stores, in thousands, 2009 - 2013 and August 2014
•Number of Online Stores, by Selected Product Categories, in Units, August 2014
•Knowledge and Usage of Websites for Searching and Choosing Goods, by Purchase Value, in % of Online Shoppers, March 2014
•Overview of Major Online Shops, August 2014

12. Slovakia

12.1. Trends
•Countries of Operation Outside of Slovakia, in % of Online Shops, 2013

12.2. Sales and Shares
•B2C E-Commerce Sales, in EUR million, 2012 and 2013
•B2C E-Commerce Sales, in EUR million, 2013 and 2018f

12.3. Users and Shoppers
•Share of Internet Users on Total Population, in %, 2009 - 2013
•Online Shopper Penetration on Internet Users, in %, 2009 - 2013
•Breakdown of Visitors to E-Commerce Sites, by Age Groups, in %, August 2013

12.4. Products
•Products Purchased in B2C E-Commerce, in % of Online Shoppers, 12 Months to May 2013

12.5. Payment and Delivery
•Breakdown of Payment Methods Most Used in B2C E-Commerce, in % of Online Shoppers, 12 Months to May 2013
•Breakdown of B2C E-Commerce Delivery by Method, in %, 2013
•Delivery Methods Used in B2C E-Commerce, in % of Online Shoppers, 12 Months to May 2013

12.6. Players
•Top 3 B2C E-Commerce Players by Market Share, in %, 2013

13. Lithuania

13.1. Trends
•Online Activities Carried out on Mobile Phones, in % of Mobile Phone Users Accessing Internet on Mobile Phones, July 2014

13.2. Sales and Shares
•B2C E-Commerce Sales, in LTL million, 2012 and 2013
•Share of B2C E-Commerce on Total Retail Sales, in %, 2014e and 2017f

13.3. Users and Shoppers
•Share of Internet Users on Total Population, in %, 2009 - 2013
•Online Shopper Penetration on Internet Users, in %, 2009 - 2013

13.4. Products
•Breakdown of B2C E-Commerce Sales, by Major Product Categories, in % and in LTL million, 2013
•Products and Services Purchased Online, in % of Total Population, 2014

14. Slovenia

14.1. Trends
•Online Shopping Destinations, in % of Online Shoppers, 12 Months to March 2014

14.2. Sales and Shares
•B2C E-Commerce Sales, in EUR million, 2012 and 2013
•Share of B2C E-Commerce Sales on Total Sales of Retailers, in % and in EUR million, 2012

14.3. Users and Shoppers
•Share of Internet Users on Total Population, in %, 2011 - 2013
•Online Shopper Penetration on Internet Users, in %, 2009 - 2013
•Breakdown of Online Shoppers who Purchase at Least Once a Year in Domestic Online Shops, by Gender, in % and in millions, September 2014

14.4. Products
•Products and Services Purchased Online, in % of Online Shoppers, 12 Months to March 2014

14.5. Payment and Delivery
•Payment Methods Used in B2C E-Commerce, in % of Online Shoppers, 12 Months to March 2014

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