Europe B2C E-Commerce Report 2013

Europe B2C E-Commerce Report 2013

B2C E-Commerce sales booming in Europe

A double digit growth rate above 10% in Western Europe and above 20% in Eastern Europe is expected for 2013, though this growth rate will decrease by 2017. While the growth rate is higher in the Eastern region, sales are much higher in the more mature Western Europe online market: total E-Commerce sales in Europe amounted to nearly two hundred billion Euros in 2012 and are expected to reach over 300 billion by 2016, but the total for the Eastern region is expected to reach just over 50 billion euros that year. Cross border shopping is a growing trend in the EU, reaching over 10% of online shoppers in 2012, a figure expected to double by 2015.

Western Europe are considered mature B2C E-Commerce markets

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. Moreover, Italy is expected to remain the fastest growing market in Western Europe. Cross-border B2C E-Commerce is popular in Spain; consumers there shop online from overseas websites and Spanish online shops sell abroad.

In Central Europe Germany shows double-digit growth in B2C E-Commerce.

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.

Eastern Europe sees higher rate of growth in online sales.

B2C E-Commerce in Russia grew by over a quarter in 2012, reaching a double digit figure in billions of euros. Further expansion in the online retail market is expected. Some product categories, such as household goods, cosmetics and auto parts have shown recent growth of over 50%. The clothing segment, including such players as Lamoda and Kupivip, has attracted large investments from overseas as well as domestic investors. The largest online retailer, mass merchant Ozon, increased its sales by a high double digit figure above 50%. The growth of the Russian B2C E-Commerce market has attracted the attention of foreign players, with Asos launching a local website and Amazon opening a local office in the Spring of 2013.
1. Management Summary

2. Europe (Regional)


• B2C E-Commerce Sales in Western, Central Europe and Scandinavia, in USD billion and % Change, 2011-2016f
• B2C E-Commerce Sales in Eastern Europe, in USD billion and % Change, 2011-2016f
• 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 & 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 & December 2012
• Most Purchased Online Product Categories in the EU, in % of Individuals, 2011 & 2012
• Share of Cross-Border Online Shoppers on Total Online Shoppers in the EU, in %, 2012 & 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 & 2012
• Top 5 Product Categories in B2C E-Commerce and Mail Order, by Sales, in EUR million, Q1 2013 & 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 & 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 & 2013

3.3 Switzerland
• B2C E-Commerce Sales, in CHF billion, 2006, 2008, 2010 & 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 & 2013

4. Western Europe

4.1 UK (Top Country)<