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Europe Cross-Border B2C E-Commerce 2016

  • February 2017
  • -
  • yStats - Global E-Commerce Intelligence
  • -
  • 108 pages

Cross-border online purchasing makes further advancements in Europe

This report from yStats.com contains a projection that by 2020, cross-border B2C E-Commerce sales in Europe will raise by double-digit figures. Eastern Europe is expected to outpace Western Europe by growth rate, but trail behind in terms of market size.

yStats.com also cites statistics revealing that European consumers tend to make online purchases within this region instead of purchases elsewhere. Notably, online consumers who make purchases from other EU countries have a share that is over 1.5 times higher than the share of consumers making online purchases outside the EU. The European Commission introduced multiple legislative initiatives in 2016 to help advance this trend.

Furthermore, yStats.com’s market report cites double-digit growth amongst cross-border E-Commerce imports in Russia. What’s more, over half of cross-border online spending, as well as a larger share of number of purchases by Russian online shoppers, are completed through Chinese marketplaces. In both areas, EU countries come in second.


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Table Of Contents

Europe Cross-Border B2C E-Commerce 2016
1. Management Summary

2. Global Developments
Cross-Border B2C E-Commerce Market Overview and Trends, February 2017
Cross-Border Share of B2C E-Commerce Sales, in %, 2015 and 2021f
Cross-Border B2C E-Commerce Sales, in USD billion, and Share of Total B2C E-Commerce Sales, in %, by Regions, 2014 and 2020f
Share of Online Purchases Imported from Other Regions, in %, by Regions, 2016
Cross-Border Online Shopper Penetration, in % of Online Shoppers, According to Three Consumer Surveys, 2015/2016
Top 10 Countries by Cross-Border Online Shopper Penetration, in % of Cross-Border Online Shoppers, October 2016
Top 3 Reasons for Cross-Border Online Shopping, in % of Cross-Border Online Shoppers, August 2016
Top 10 Barriers to Cross-Border Online Shopping, in % of Online Shoppers, October 2016
Product Categories Purchased Cross-Border, in % Cross-Border Online Shoppers, September 2015
Top 3 Payment Methods Preferred in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers, August 2016
Breakdown of the Latest Cross-Border Online Purchase by Value in EUR, in % of Cross-Border Online Shoppers, October 2016
Breakdown of the Latest Cross-Border Online Purchases by Parcel Weight in Kg, in % of Cross-Border Online Shoppers, October 2016
Breakdown of the Latest Cross-Border Online Purchase by Shipping Cost in EUR, in % of Cross-Border Online Shoppers, 2015 and 2016
Top 7 E-Commerce Websites Purchased From in Latest Cross-Border Online Purchase, in % of Cross-Border Online Shoppers, October 2016
International Traffic Share of 11 Selected Leading E-Commerce Websites, incl. Total Website Visits on Desktop, in millions, Share of International Traffic, in %, and Top 5 Countries by Share of Website Traffic, in %, January 2017
Share of World's Top 1,000 Online Retailers Shipping Cross-Border, by Selected Countries, September 2016

3. Europe
3.1. Regional
Overview of the European Commission's Proposals Related to Boosting Cross-Border B2C E-Commerce in the EU, December 2016
Breakdown of Online Shoppers, by Domestic Shoppers Only, Domestic and Cross-Border Shoppers, and Cross-Border Shoppers Only, in %, by Selected Countries, October 2016
Cross-Border Online Shopper Penetration, in % of Online Shoppers, by France, Germany, Italy, Poland, Spain, Turkey, Russia, and the UK, Q4 2015
Cross-Border Online Shopper Penetration in the EU, in % of Online Shoppers, 2012 - 2016
Cross-Border Online Shopper Penetration in the EU, by Online Shoppers Buying From Other EU Countries and from Non-EU Countries, in % of Online Shoppers, 2012 - 2016
Cross-Border Online Shopper Penetration in the EU, in % of Online Shoppers, by Country, 2016
Cross-Border Online Shopper Penetration in the EU, by Online Shoppers Buying From Other EU Countries and from Non-EU Countries, in % of Online Shoppers, by Country, 2016
Share of E-Commerce Companies Selling to Other EU Countries, in %, by EU Countries, EU 28, TFYR of Macedonia, Norway, and Turkey, 2015
Top 3 Product Categories Purchased in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers, by Belgium, France, Germany, Italy, Netherlands, Nordics, Poland, Spain, and the UK, May 2016
Top 5 Countries Purchased from in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers, by Belgium, France, Germany, Italy, Netherlands, Nordics, Poland, Spain, and the UK, May 2016
Reasons for Shopping Online from a Specific Country, in % of Cross-Border Online Shoppers, by Belgium, France, Germany, Italy, Netherlands, Nordics, Poland, Spain, and the UK, May 2016
Average Annual Online Spending on Tangible Goods and Offline Services, by Domestic, Cross-Border Inside the EU, and Cross-Border Outside the EU, in EUR, by EU Country, 2015

3.2. Advanced Markets
3.2.1. UK
Cross-Border B2C E-Commerce Overview and Trends, February 2017
Share of Online Shoppers in the UK Who Have Purchased Cross-Border and Who Would Consider Purchasing Cross-Border, in %, August 2016
Top 3 Barriers to Cross-Border Online Shopping, in % of Online Shoppers in the UK, August 2016
Share of Online Shoppers in the UK Who Have Purchased and Who Would Purchase Cross-Border from Selected Countries, incl. the USA, France, and Germany, in %, August 2016
Share of E-Commerce Orders Sent by UK Online Retailers Internationally, in %, July 2015 and July 2016
Shares of Top 150 Online Retailers in the UK Who Ship Internationally, Offer Prices in Other Currencies, and Offer Non-English Language Options, in %, February 2016
Share of Top 150 Online Retailers in the UK Offering Shipping to China, in %, and Localization Options Offered by Top Online Retailers Shipping to China, in %, February 2016

3.2.2. Germany
Cross-Border Online Shopper Penetration, by Online Shoppers Who Have Purchased Cross-Border and Online Shoppers Who Plan to Purchase Cross-Border, in % of Online Shoppers in Germany, by Total Online Shoppers and Online Shoppers 18-29, March 2016
Top Product Categories Purchased Cross-Border, in % of Cross-Border Online Shoppers in Germany, March 2016
Ways Used to Discover Foreign Online Shops, in % of Cross-Border Online Shoppers in Germany, March 2016
Top 5 Countries and Regions in Cross-Border Online Shopping, by Purchased From and Planned Purchase in the Next 12 Months, in % of Cross-Border Online Shoppers in Germany, March 2016
Cross-Border Online Shopper Penetration, by Buying Cross-Border Regularly and Occasionally, in % of Online Shoppers in Germany, December 2016
Top Regions in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in Germany, December 2016
Breakdown of Orders Receive by Cross-Border Online Merchants in Germany by Domestic, Europe and Non-European Countries, in %, October 2015
Countries Sold to in Cross-Border Online Shopping, in % of Cross-Border Online Merchants in Germany, October 2015
Adaptations Made by Cross-Border Online Merchants in Their Online Stores to Account for Conditions in Other Countries, in % of Cross-Border Online Merchants in Germany, October 2015
Breakdown of Perception of Suitability of Selected Payment Methods for Cross-Border E-Commerce, in % of Online Merchants in Germany, October 2015

3.2.3. France
Cross-Border Online Shopper Penetration, in % of Internet Users in France, June 2015 and June 2016
Top 2 Reasons for Shopping Cross-Border, in % of Cross-Border Online Shoppers in France, 2016
Top 2 Product Categories Purchased Cross-Border, in % of Cross-Border Online Shoppers in France, 2016
Major Barriers to Cross-Border Online Shopping, in % of Online Shoppers in France Who Do Not Buy Cross-Border, 2016

3.2.4. Netherlands
Cross-Border Online Shopper Penetration, in % of Individuals in the Netherlands, 2014 and 2015
Cross-Border Online Spending, in EUR million, 2014 and 2015
Breakdown of Cross-Border Online Spending of Online Shoppers in the Netherlands by Country, in %, 2014 and 2015

3.2.5. Switzerland
Cross-Border B2C/C2C E-Commerce Imports, in CHF million, 2014 and 2015
Cross-Border B2C/C2C E-Commerce Imports Share of Total B2C/C2C E-Commerce Spending, in %, 2014 and 2015

3.2.6. Spain
Breakdown of E-Commerce Transaction Value, by Exports, Imports and Domestic, in EUR million, Q1 2014 - Q2 2016
Breakdown of E-Commerce Transaction Number, by Exports, Imports and Domestic, in millions, Q1 2014 - Q2 2016
Breakdown of Cross-Border E-Commerce Exports Transaction Value and Number by Region, in % Q2 2016
Breakdown of Cross-Border E-Commerce Imports Transaction Value and Number by Region, in % Q2 2016

3.2.7. Italy
Breakdown of B2C E-Commerce Sales by Domestic and Cross-Border Imports, in EUR billion, 2012 - 2016e
Cross-Border B2C E-Commerce Exports, in EUR billion, 2012 - 2016e
Breakdown of Cross-Border B2C E-Commerce Exports by Product Category, in %, 2016e

3.2.8. Sweden
Breakdown of Purchases from China, Germany, the UK and the USA by Product Categories, in % of Cross-Border Online Shoppers in Sweden, Q2 2016
Ways the Foreign E-Commerce Websites Used for the Latest Cross-Border Purchase Were Found, in % of Cross-Border Online Shoppers in Sweden, Q2 2016
Breakdown of the Share of E-Commerce Exports in Total E-Commerce Sales, in % of E-Commerce Companies in Sweden Selling to Other Countries, August 2016
Breakdown of Top 5 Countries That E-Commerce Companies in Sweden Sell to, in % of E-Commerce Companies Selling to Other Countries, August 2016

3.3. Emerging Markets
3.3.1. Russia
B2C E-Commerce Sales, in RUB billion, and Breakdown by Domestic and Cross-Border Imports, in %, 2011 - 2016e
Cross-Border B2C E-Commerce Imports, in RUB billion, 2013 - 2016e
Number of Shipments of Goods from Foreign Online Stores, in millions, 2013 - 2016e
Breakdown of Cross-Border Online Spending and Number of Shipments by Country, in %, 2016e
Share of Moscow and St. Petersburg in Cross-Border B2C E-Commerce Imports, in %, H1 2016
Breakdown of Cross-Border E-Commerce Imports by Product Categories, in %, 2016e
Product Categories Purchased Online, by Purchased from Russian Online Stores, Chinese Online Stores, and English Language Online Stores, in % of Online Shoppers in Russia, September 2016
Share of Online Shoppers in Russia Who Purchased from Russian Online Stores from Own City and Another City, from Chinese Online Stores and from English Language Online Stores, in %, 2013 - 2016
Breakdown of Cross-Border B2C E-Commerce Exports by Product Category, in USD million and in %, 2016e
Breakdown of Cross-Border B2C E-Commerce Exports by Regions, by Sales and Number of Buyers, in %, 2016e
Main Barriers to Cross-Border B2C E-Commerce Exports, in % of Merchants in Russia Selling Goods or Services Online to Other Countries, in %, September 2016
3.3.2. Poland
Cross-Border Online Shopper Penetration, by Age Group, in % of Internet Users in Poland, April 2016
Product Categories Purchased from Foreign Online Merchants, in % of Cross-Border Online Shoppers in Poland, April 2016
Top 3 Foreign Online Merchants Purchased from, in % of Cross-Border Online Shoppers in Poland, 6 Months to April 2016

3.3.3. Turkey
Number of Cross-Border E-Commerce Transactions with Domestic Bank Cards, in millions, and Value, in TRY million, Q1 2014 - Q4 2016

3.3.4. Czech Republic
Cross-Border Online Shopper Penetration, by Age Group and Gender, in % of Online Shoppers in the Czech Republic, by Purchasing from Other EU Countries and Non-EU Countries, Compared to Domestic Online Shoppers Only, 2016

3.3.5. Hungary
Cross-Border Online Shopper Penetration, in % of Online Shoppers in Hungary, 2015

Companies Mentioned
Alibaba Group, Amazon Inc., eBay Inc., Etsy Inc., Wish Inc.

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