This document summarizes an E-commerce Europe presentation on e-commerce trends. The presentation covers 5 megatrends in e-commerce: 1) the convergence of all channels, 2) the internet of things, 3) the powerful super consumer, 4) the rise of the sharing economy, and 5) increased global competition. It also provides data on e-commerce growth rates in Europe and Belgium and reviews strategies for companies to compete against large players like Amazon.

1. E-COMMERCE: Hoge vlucht of sisser
Bert Nagelvoort
Senior Researcher E-commerce
Leuven, January 22, 2015

2. © Ecommerce Europe www.ecommerce-europe.eu
Introduction
Page: 2

3. © Ecommerce Europe www.ecommerce-europe.eu
1. Introduction E-commerce Europe
2. E-commerce in a Worldwide perspective
3. E-commerce in Western Europe & Belgium
4. 5 Megatrends in e-commerce
Agenda
Page: 3

4. © Ecommerce Europe www.ecommerce-europe.eu
1. Introduction E-commerce Europe
2. E-commerce in a Worldwide perspective
3. E-commerce in Western Europe & Belgium
4. 5 Megatrends in e-commerce
Agenda
Page: 4

5. B2C E-commerce in Europe
• Representing 25.000+ Europe’s online merchants
• Selling B2C goods and services
• A € 363 bn ($ 496.9 bn) market
• 16+ national e-commerce associations
Who Do We Represent?
© Ecommerce Europe Page: 5www.ecommerce-europe.eu
Belgium Association

6. © Ecommerce Europe www.ecommerce-europe.eu
Ecommerce Europe proposes an integrated pan European
perspective on 5 key policy areas:
1. Internet security & privacy
2. Consumer rights
3. E-payments
4. Tax Issues
5. E-logistics
1. Public Affairs
Page: 6

7. Page: 7© Ecommerce Europe www.ecommerce-europe.eu
Round Tables
2014 & 2015
• Milan
• Madrid
• Dublin
• London
• Amsterdam
• Poznan
• Helsinki
• Copenhagen
• Paris
• Berlin
2. Networking
Page: 7
Round Tables, Pre-conferences, GES, National Association Events
In cooperation with:

8. © Ecommerce Europe www.ecommerce-europe.eu
3. Research: B2C E-commerce Reports
Page: 8
Reports include Country Profiles, Trends and 30+ Infographics
For free light version downloads of reports:
research@ecommerce-europe.eu
Powered by:In cooperation with:

9. Page: 10© Ecommerce Europe www.ecommerce-europe.eu
4. Ecommerce Europe Trustmark
Page: 10
In preparation, to be launched in 2015

10. © Ecommerce Europe www.ecommerce-europe.eu
1. Introduction E-commerce Europe
2. E-commerce in a Worldwide perspective
3. E-commerce in Western Europe & Belgium
4. 5 Megatrends in e-commerce
Agenda
Page: 11

11. © Ecommerce Europe www.ecommerce-europe.eu
E-commerce turnover in global perspective
Page: 13
Forecast growth 2013 - 2014 23%

12. Top 15 Global leading e-commerce countries
© Ecommerce Europe www.ecommerce-europe.eu Page: 17

13. © Ecommerce Europe www.ecommerce-europe.eu
E-commerce turnover in European perspective
Page: 19
Forcasted growth 2013 - 2014 17.5%

14. Share of Top 10 Countries in B2C E-commerce Sales
B2C E-commerce in Europe

15. © Ecommerce Europe www.ecommerce-europe.eu
1. Introduction E-commerce Europe
2. E-commerce in a Worldwide perspective
3. E-commerce in Western Europe & Belgium
4. 5 Megatrends in e-commerce
Agenda
Page: 22

16. Western Europe
Europe € 364.3 bn +17.5%
EU 28 € 317.9 bn +14.7%
Western Europe € 177.7 bn +12.4%
Total B2C E-commerce 2013 of Goods & Services
59%
88%
100% 161 million
people live in Western Europe
142 million
people use the Internet
95 million
people are e-shoppers
€ 177.7 bn
E-commerce Turnover
Goods & Services
43.5%
Services
56.5%
Goods
9.5%
Estimated share
of online sales of goods in
total retail sales of goods
Estimated 74% of active Internet users are
on social media
E-commerce GDP
3.45%
Total GDP € 5,163 bn
1
2 3
Ranking Western Europe
in turnover
2013 Key B2C E-commerce Data of Goods and Services at a Glance
The Netherlands
Belgium
France
United Kingdom
Ireland
1 United Kingdom € 107.1 bn
2 France € 51.1 bn
3 The Netherlands € 10.5 bn
4 Ireland € 4.6 bn
5 Belgium € 3.8 bn
6 Luxembourg € 0.4 bn
Powered by: © Ecommerce Europe June 2014
www.ecommerce-europe.eu
info: info@ecommerce-europe.eu
for reports: research@ecommerce-europe.eu
Twitter: @Ecommerce_eu
Free download at:
https://www.ecommerce-europe.eu/
facts-figures/free-downloads
In cooperation with:
National e-commerce Associations:
Belgium
France
Ireland
Netherlands

17. Market Share and Growth Rate
© Ecommerce Europe www.ecommerce-europe.eu Page 25
Western Europe

18. Belgium
Europe € 364.3 bn +17.5%
EU 28 € 317.9 bn +14.7%
Western Europe € 177.7 bn +12.4%
Belgium € 3.8 bn +25.6%
Total B2C E-commerce 2013 of Goods & Services
Brussels 53%
83%
100%
11.2 million
people live in Belgium
9.3 million
people use the Internet
5.9 million
people are e-shoppers
€ 3.8 bn
E-commerce Turnover
Goods & Services
50%
Services
50%
Goods
3.0%
Estimated share
of online retail of goods
in total retail of goods
Estimated 59% of active Internet users are
on social media
Belgium national
e-commerce association
www.becommerce.be
Belgium trust mark
BeCommerce kwaliteitslabel
E-commerce GDP
1.00%
Total GDP € 382.6 bn
1
2 3
Ranking Western Europe
in turnover
2013 Key E-commerce Facts at a Glance
1 United Kingdom € 107.1 bn
2 France € 51.1 bn
3 The Netherlands € 10.5 bn
4 Ireland € 4.6 bn
5 Belgium € 3.8 bn
6 Luxembourg € 0.4 bn
© Ecommerce Europe June 2014
www.ecommerce-europe.eu
info: info@ecommerce-europe.eu
for reports: research@ecommerce-europe.eu
Twitter: @Ecommerce_eu
Free download at:
https://www.ecommerce-europe.eu/
facts-figures/free-downloads

19. B2C E-commerce of Goods and Services
B2C E-COMMERCE GROWTH RATE BELGIUM
Percentage change in B2C e-commerce turnover, 2010 - 2014
Source: BeCommerce 2014
B2C E-COMMERCE BELGIUM
Total online sales of goods and services, in millions of euros, 2010 - 2014
Source: BeCommerce 2014
© Ecommerce Europe www.ecommerce-europe.eu Page 27
€1,760
€2,200
€3,040
€3,820
€4,393
2010 2011 2012 2013 2014 (f)
Country Report Belgium
13.0%
25.0%
38.2%
25.7%
15.0%
2010 2011 2012 2013 2014 (f)
Goods
50%
Service
50%
Share Goods and Services

20. Market Share of Product Categories
© Ecommerce Europe www.ecommerce-europe.eu Page 29
Country Report Belgium

21. Online B2C Sales per Service Group
© Ecommerce Europe www.ecommerce-europe.eu Page 30
Country Report Belgium

22. Online B2C Sales per Service Group
© Ecommerce Europe www.ecommerce-europe.eu Page 31
Country Report Belgium

23. © Ecommerce Europe www.ecommerce-europe.eu
1. Introduction E-commerce Europe
2. E-commerce in a Worldwide perspective
3. E-commerce in Western Europe & Belgium
4. 5 Megatrends in e-commerce
Agenda
Page: 32

24. Source: iStock
MEGATREND 1: CONVERGENCE OF ALL
CHANNELS

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Megatrend 1
MEGATREND 1: CONVERGENCE
OF ALL CHANNELS

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All The Way To Instant And Blended Commerce
Page: 36
Ebay in USA

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All The Way To Instant And Blended Commerce
Page: 37
Coolblue in Nederland en België
Webwinkel Fysieke winkel
Correspondentie

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Who Is Leading The Mobile Revolution?
Page: 40
Megatrend 1: Convergence of Channels
0
5
10
15
20
25
30
35
40
North
America
South
America
Europe Asia Africa Oceania Global
%ofPageViewsComingfromMobile
Devices
Mobile Usage as % of Web Usage, by Region, 5/14

29. Source: iStock
MEGATREND 2: THE INTERNET OF THINGS

30. © Ecommerce Europe 1/23/2015 www.ecommerce-europe.eu
Wearables for personal benefit
Page: 42
Megatrend 2: Internet of Things

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Products will become digital
Page: 43
Megatrend 2: Internet of Things

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Products will also become touchpoints
Page: 44
Megatrend 2: Internet of Things

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Shoes coach you to do better..
Page: 45
Megatrend 2: Internet of Things

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Our Smartphone Will Help Us Get Better
Page: 47
Megatrend 2: Internet of Things

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How 3D Printing Will Change The World
Page: 52
A New Digital Revolution In Itself
Less (local)
stock
Production of
lighter &
‘impossible’
products
Quicker design
& production
process
Mass one-on-
one
production

36. © Ecommerce Europe 1/23/2015 www.ecommerce-europe.eu
And Be Disruptive to a lot of Industries
Page: 53

37. MEGATREND 3: THE SUPER CONSUMER
“There is only one boss. The customer. And he can fire everybody in the company from the chairman on down,
simply by spending his money somewhere else...”

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39. © Ecommerce Europe 1/23/2015 www.ecommerce-europe.eu
The Super Consumer Is Almighty
Page: 56
Megatrend 3

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The Super Consumer Is Almighty
Page: 57
Megatrend 3

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1 Thing Remains: Great Customer Experience
Page: 58
Megatrend 3: The Super Consumer

42. © Ecommerce Europe 1/23/2015 www.ecommerce-europe.eu
1 Thing Remains: Great Customer Experience
Page: 59
Megatrend 3: The Super Consumer

43. MEGATREND 4: RE-ECONOMY
“If I had asked people what they wanted, they would have said faster horses.”
Henri Ford

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The Peer2Peer Economy
Page: 62
Megatrend 4: Re-economy

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The Peer2Peer Economy
Page: 64
Megatrend 4: Re-economy

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Why Buy When You Can Share?
Page: 65
Megatrend 4: Re-economy

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Why Lend At A Bank..?
Page: 66
Megatrends 4: Re-economy

48. MEGATREND 5: IT’S A GLOBAL COMPETION
“Start with the customer and work backwards.“ Jeff Bezos, CEO Amazon

49. The Americans Are Here
And so are the Chinese

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The Americans Concur the World
Page: 75
And control more and more of the retail infrastructure

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Amazon Is Still Leading The Way, Setting The Standard
Page: 76
With selection, ‘the everything store’, lowest prices, best convenience

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But Some Cracks Are Appearing..
Page: 77

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And New Competitors Are On The Rise
Page: 78
How long will it take for Google Shopping to add the BUY button?

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The Chinese Are Here To Stay!
Page: 79

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And They Have A Lot of Cash At Hand
Page: 80
Which is not intended for the homemarket

56. 83
Will Market Places Rule The World In 2020?
The ‘over everything strategy’ results in conversion ratio’s up to 20%
# of countries active Growth 2013
13 22%
1*
(just bought
US 11Main)
50%
13 45%
The 3rd party strategy is a cash cow; as sales growth their costs remain the same
Market share
2 – 24%
55 – 60%
20 – 30%
* Although Alibaba offers an international site it is not focused on a specifica market

57. © Ecommerce Europe 1/23/2015 www.ecommerce-europe.eu Page: 84
So, Who Should Be Scared The Most?

58. © Ecommerce Europe 1/23/2015 www.ecommerce-europe.eu Page: 85
So, Who Should Be Scared The Most?

59. © Ecommerce Europe 1/23/2015 www.ecommerce-europe.eu
1. Unique, exclusive offering
2. Become content owner
3. Build your community
4 Work together
5. Seamless fulfillment
6. Be authentic
7. Work small improvements
8. Watch and learn from Amazon
9. Embrace your people
10.Provide leadership.
Page: 88
10 Tips To Survive Amazon, and Alibaba

60. © Ecommerce Europe www.ecommerce-europe.eu
Would you like more information?
Page: 89
Please contact us!
Bert Nagelvoort
Sr. Researcher E-commerce
Tel: +31 (0)6 199 699 45
Email: Bertnagelvoort@ecommerce-europe.eu
Ecommerce Europe
Rue de Trèves 59-61
B-1000 Brussels - Belgium
Tel: +32 (0) 2 502 31 34
Website: www.ecommerce-europe.eu
Contact us at: info@ecommerce-europe.eu
For reports: research@ecommerce-europe.eu
Twitter: @Ecommerce_eu

61. © Ecommerce Europe www.ecommerce-europe.eu
Free downloads!
Page: 90
research@ecommerce-europe.eu
Powered by:
In cooperation with:
Free light version downloads:
research@ecommerce-europe.eu

62. © Ecommerce Europe 1/23/2015 www.ecommerce-europe.eu
Thank you
Page: 91