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Global Luxury B2C E-Commerce Snapshot 2014

  • August 2014
  • -
  • yStats - Global E-Commerce Intelligence
  • -
  • 75 pages

Luxury Brands Late in Adopting Online Sales Channel

The latest publication of Hamburg-based business intelligence organization yStats.com “Global Luxury B2C E-Commerce Snapshot 2014” reveals that even while the global B2C E-Commerce market was booming, few luxury brands were quick to embrace this sales channel. As a result, growing luxury E-Commerce revenues have gone to those companies filling in the gap: online and multi-channel retailers and flash sales sites. However, this status is gradually changing as the leading luxury brands increasingly establish their own E-commerce presence.

Worldwide, more than 10% of luxury consumers make their high-end purchases online, generating a high one-digit figure in EUR billion of luxury B2C E-Commerce sales. Sales are growing rapidly, as more luxury shoppers and luxury brands embrace the benefits of online retail. By 2019, the share of B2C E-Commerce on total luxury sales worldwide could grow by over a half.

The impact of B2C E-Commerce on the luxury market is still felt mostly in advanced economies, where the share of online retail on luxury market reaches double-digit figures in some countries, such as Germany and the UK. However, emerging markets such as Brazil, China, India and Russia, are forecasted to bring the largest share of growth. Consumers in these countries are already researching luxury products before making a purchase over the Internet more than the consumers in mature markets.

Moreover, selected emerging markets seem to be among the leaders in terms of luxury shoppers embracing mobile and social commerce. By share of luxury shoppers making purchases of high-end goods via smartphones and tablets, Brazil is even ahead of such mobile leaders as South Korea and the USA. As for social media engagement, over half of luxury consumers in China and Brazil follow their favorite luxury brands on social networks, and in China, social media is one of the most important channels for information about new luxury products.

Luxury brands are yet to tap the potential of online markets in some emerging countries. For example, in 2013 only a tiny percent of top luxury brands mentioned Middle East as their market on their website or translated the site to a language of the region. Even a smaller share of them offered shipping to this region, despite the known high demand for high-end goods in the Middle East. Similarly, only one in six top luxury brand websites invested into advanced translation of the online content into Russian and a similar small share offered international shipping to Russia, with the majority thus disregarding the potential of the booming cross-border B2C E-Commerce sales there.

Major Luxury Players Online

Overall, not even the largest international luxury companies have fully exploited the B2C E-Commerce potential. The two global leaders, LVMH and Richemont have direct E-Commerce operations only for some of their brands and offer shipping to a limited number of countries. Some other major brand players, such as Estee Lauder and Luxottica Group report growing revenues in the online segment and are gradually expanding their E-Commerce channel.

Meanwhile, the major online pure-play and multi-channel luxury specialists have been rapidly increasing their B2C E-Commerce revenues in recent years. Online luxury retailer YOOX Group which operates multi-brand and powers mono-brand shops of many luxury companies, saw a compound annual growth rate in revenues of over 30% between 2009 and 2013. Another pure-play, multi-brand luxury retailer Net-a-Porter, a subsidiary of Richemont, has seen growth of over 50% over the same period. Another sign of success of online retail is that luxury multi-channel retailer Neiman Marcus breached the 1 billion dollar mark in online sales in 2013.

In addition to the growing web presence of the luxury brand houses and online retailers, another group of players with increasing importance is the private luxury shopping clubs that offer luxury goods online at discounted prices through flash sales accessible to their members only. Worldwide, there are many examples of such companies, such as Beyond the Rack and Editor’s Closet in North America, Privalia in Latin America, Vente Privee and Amazon Buy Vip in Europe, Reebonz and Glamour Sales in Asia-Pacific and MarkaVIP and Runway [Sale] in the Middle East and Africa.

Table Of Contents

Global Luxury B2C E-Commerce Snapshot 2014
1.Management Summary

2.Global Market Overview and Trends
•Overview of Luxury B2C E-Commerce Market and Trends, 2014
•Luxury B2C E-Commerce Sales, in EUR billion, 2012 and 2013e
•Share of B2C E-Commerce on Total Sales of Luxury Goods, in %, 2013e
•Luxury B2C E-Commerce Sales, in EUR billion, 2012, 2013e and 2018f
•Share of B2C E-Commerce on Total Luxury Retail, in %, 2013e and 2018f
•Share of B2C E-Commerce on Total Luxury Retail, by Global and Emerging Markets, in %, 2013
•Share of High-Income Luxury Consumers Researching Purchase Online Before Purchasing, in % of Luxury Consumers, by Mature and Emerging Markets, April 2013
•Breakdown of Last Luxury Purchase by Purchase Channels, incl. Online, in % of High-Income Luxury Consumers, by Mature and Emerging Markets, April 2013
•Factors Influencing the Luxury Purchasing Decision, in % of Luxury Consumers, 2013
•Reasons to Buy Luxury Online, in % of High-Income Luxury Consumers, April 2013
•Barriers to Buying Luxury Online, in % of High-Income Luxury Consumers who Do Not Buy Online, April 2013
•Share of Pure Online Shoppers on Total Luxury Consumers, in %, by Selected Countries, 2013
•Breakdown of Channels Most Used to Purchase Luxury Goods, incl. Online, in % of Luxury Consumers, by Selected Countries and Total, 2013
•Breakdown of Use of Digital Channels Beyond Purchasing, in %, by Age Group, 2013
•Luxury M-Commerce Trends, 2014
•Smartphone and Tablet Penetration on Affluent Consumers, in %, by Selected Regions, 2012 and 2013
•Share of Mobile Shoppers on Total Luxury Consumers, in %, by Selected Countries, 2013
•Social Media Trends in Luxury B2C E-Commerce, 2014
•Share of Luxury Consumers whose Purchase Decision is Influenced by Word of Mouth, by Physical Word of Mouth and Social Media, in %, by Selected Countries, 2013
•Share of Luxury Consumers who Follow Luxury Brands on Social Networks, in %, 2013
•B2C E-Commerce-Related Investment Priorities, in % of Luxury Retailers, September 2013

3.Global Players Overview
•Overview of B2C E-Commerce Channel of Top 5 Personal Luxury Goods Companies, 2014
•Breakdown of Online Traffic to Luxury Brand Websites, by Brands, in %, January - October 2013
•Overview of Luxury Private Shopping Clubs, by Selected Countries, August 2014
•Profile of YOOX Group, August 2014
•Consolidated Net Revenues of YOOX Group, in EUR million, and in % Year-on-Year Change, 2009 - 2013
•Profile of Net-a-Porter, August 2014
•Revenues of Net-a-Porter Group, in GBP million, and in % Year-on-Year Change, 2009 - 2013
•Profile of Neiman Marcus, August 2014
•B2C E-Commerce Sales of Neiman Marcus Group, in USD million, 2012-2013 and Q1-Q3 2014

4.Regional and Country Insights
•Used Channels to Research and Purchase Luxury Products, in % of Luxury Consumers, April 2013
•Breakdown of Online Luxury Purchases by Channel, in % of Luxury Online Shoppers, April 2013
•Ways to Discover New Luxury Products, incl. Online, in % of Affluent Consumers, Q1 2013
•Share of Luxury Consumers who Buy Luxury Goods Mainly Online, in %, 2013
•Share of Luxury Consumers Preferring to Buy Luxury Goods Online, in %, by Mainland China and Hong Kong, 2012 and 2013
•Share of Luxury Consumers Preferring to Buy Luxury Goods Online, in %, by Mainland China and Hong Kong, 2012 and 2013
•Luxury Products Purchased Online, in % of Luxury Consumers, 2013
•Barriers to Purchasing Luxury Online, in % of Luxury Consumers, 2013
•Top Information Channels and Top Social Media Marketing Channels for Luxury Goods, in % of Luxury Consumers, 2013
•Share of B2C E-Commerce on Total Luxury Retail, in %, 2013
•Ways to Purchase Luxury Goods, in % of Luxury Consumers, by Heavy Buyers and Light Buyers, 2013
•Attitude to Mobile Apps in Luxury Shopping, in % of Luxury Consumers, by Heavy Buyers and Light Buyers, 2013
•Share of B2C E-Commerce on Total Luxury Retail, in %, 2013
•Share of Luxury Consumers Purchasing Luxury Online, in %, 2013
•Devices Used to Research Luxury Goods Online, in % of High-Income Luxury Consumers, April 2013
•Share of Global Luxury Brand Websites with Arabic Content, by Category, in %, 2013
•Share of Global Luxury Brand Websites with E-Commerce Function Offering Shipping to Middle East, in %, 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
•Share of B2C E-Commerce on Total Luxury Retail, in %, 2013
•Ways to Purchase Luxury Goods, in % of Luxury Consumers, 2013
•Destinations for Purchasing Luxury Goods, in % of Luxury Consumers, 2013
•Devices Used to Research and Buy Luxury Products Online, in % of Luxury Consumers, 2013

Companies Mentioned

LVMH Moet Hennessy Louis Vuitton SA, Compagnie Financiere Richemont SA, Estee Lauder Companies Inc., Luxottica Group SpA, Swatch Group Ltd, YOOX Group, Net-a-Porter, Neiman Marcus

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