Eastern Europe B2C eCommerce Report 2014

Facts, Figures & Trends of 2012 and Forecast 2013 of the Eastern European B2C E-commerce Market
Including Infographics and Country Profiles of Leading and Emerging E-commerce Markets in Eastern Europe
www.ecommerce-europe.eu
Eastern Europe B2C E-commerce Report 2013
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Table of Contents
PREFACE page 4
ABOUT ECOMMERCE EUROPE page 5
OUR REPORT PARTNERS page 6
MEDIA PARTNERS page 7
Eastern EUROPE IN BRIEF page 10 – 17
Introduction page 11
Demographic Indicators page 12
Economic Indicators page 13
Share in Europe page 14
Online share and growth page 15
Online expenditure page 16
B2C E-commerce overview page 17
Eastern EUROPEAN COUNTRIES page 18 – 60
Romania page 18
Russia page 30
Ukraine page 46
HOW TO GET INVOLVED page 61
BUSINESS PARTNERS page 62
MEDIA PARTNERS page 63
JOINING ECOMMERCE EUROPE page 64
MORE REPORTS ON B2C ECOMMERCE page 65
EUROPEAN MEASUREMENT STANDARD
OF B2C ECOMMERCE (EMSEC)
page 66 – 68
DEFINITIONS page 69 - 70
METHODOLOGY, ACKNOWLEDGEMENTS
AND SOURCES
page 71
ABOUT THE AUTHORS page 72
B2C ECOMMERCE IN EUROPE AT A GLANCE page 73
COLOPHONE page 74
© Ecommerce Europe www.ecommerce-europe.eu Page 3

François Momboisse
President of Ecommerce Europe
Eastern Europe B2C E-commerce
Preface
B2C e-commerce in Eastern Europe is, compared to the other
regions, in Europe still in iemerging but is showing high growth
potential, especially Russia and Ukraine. In 2012 the total B2C e-
commerce turnover, including online retail goods and services
such as online travel bookings, events and other tickets,
downloads etc., reached €13.1 billion, a growth of 35.6%, which
is the highest growth of all five European regions. Growth in
2013 is estimated even better: a growth of 47% to reach €19,3
billion.
This Eastern European B2C e-commerce Report 2013 focuses on
facts, figures, trends and forecasts for the Eastern European
region. Ecommerce Europe is also publishing regional reports
covering the other European regions: North, Central, East and
South. In this report we compare key e-commerce and other
data from Belgium, France, Ireland, the Netherlands and the UK.
Ecommerce Europe, representing e-commerce associations and
e-commerce companies in Europe, wishes to thank all
participating national associations and their individual research
partners for providing data and information. We also extend our
thanks to all participating company members, business partners
and stakeholders for their involvement in making Ecommerce
Europe reports possible.
Ecommerce Europe’s mission is to promote the interests of B2C e-
commerce in Europe. Ecommerce Europe offers a platform to guide
and assist companies in identifying and accessing new markets in
Europe and worldwide and also to provide information on this
fascinating, fast-growing industry. To this end, Ecommerce Europe not
only collects data and know-how, but also prepares in-depth reports
including facts, figures, trends and forecasts on Europe, the various
regions of Europe, and on leading and emerging countries and
markets around the globe.
The aim of all our reports is to provide insight in order to help
online retailers make the best possible decisions in support of
their strategy to expand their business into new markets.
Brussels, January 2014
Wijnand Jongen
Vice-President and Chair of
the Executive Committee

About Ecommerce Europe
Ecommerce Europe
Ecommerce Europe was founded by leading national e-commerce associations
across Europe. Ecommerce Europe represents 4.000+ companies selling products
and/or services online to consumers in Europe.
Mission
To advance the interests and influence of e-commerce in Europe through
advocacy, communication and networking.
Goals
• Enhance the success of the European B2C e-commerce industry;
• Provide for a strong and effective representation of B2C e-commerce industry
in Brussels;
• Advance the interest of B2C e-commerce industry with relevant stakeholders
and institutions;
• In an environment where e-commerce companies feel at home;
• With new brand recognition and membership engagement at all levels.
National Associations
Ecommerce Europe welcomes and invites national associations in EU member
states and EFTA countries representing (part of) the e-commerce B2C industry in
their domestic market to join the association.
National Associations:

Our Report Partners
This report has been empowered by the following partners
www.ecommerce-europe.eu Page 6© Ecommerce Europe
Hybris helps businesses on every continent sell more goods, services and digital content through every touch
point, channel and device.
Hybris was founded in 1997 with a simple mission: to create superbly engineered commerce solutions. Over
the years, the necessary ingredients for that have evolved – multichannel, open standards, very high
performance, data centricity, customer centricity – and so our company and products have evolved.
RichRelevance is the global leader in omni-channel personalization. More than 160 companies in 40 countries
use RichRelevance to turn data into actionable insight, which delivers the most relevant experience for
consumers as they shop across web, store and mobile.
RichRelevance drives more than one billion decisions every day, and has delivered over $8 billion in
attributable sales to its clients, which include Target, Marks & Spencer and PriceMinister.
Salesupply is a global e-business services company that enables online retailers to achieve profitable
international growth faster, more efficiently and with relatively low costs.
Salesupply provides a full range of solutions ranging from research and strategy, to effective localisation of
web shops, followed by complete operational support, traffic generation and brand management.

Henning Heesen
E-Commerce Cross-Border-Specialist
and Board member of Salesupply AG
Russia: From ‘sleeping giant’ to ‘rising star’
Russia is often hyped as a “rising star” in e-commerce heaven: Soaring internet
penetration and a huge growth potential were the reasons for that. With over 160
million people, Russia is the biggest single market in Europe. Russia tripled its online
sales in the last three years and online sales could hit 25 billion euro this year.
However, to begin your online business in Russia, you want to start in the region
Moscow and St. Petersburg. The greater area counts about 25-30 million people
with an considerable budget to spend. The middle class is growing very fast and
people like to spend money online. Also the logistic infrastructure is, for Russian
standards, well developed there.
The largest long-run opportunities however lie in the regions beyond Moscow and
St. Petersburg. Russia has another 9 cities with over 1 million people that most
Europeans have never heard of. These 130 million people spread from the Caucasus
over Siberia to Manchuria are what makes Russia the real ‘sleeping giant’. Internet
penetration is growing fast here, and the middle class is rising. Delivery to these
areas is a logistical challenge that will be solved in the next couple of years when the
offer and demand for online sales will increase significantly.
Structural improvements in Romania
Romania , since its entry in the European Union in 2007, has received funds and
incentives to improve its infrastructure, which is a benefit for the development of e-
commerce. Romanians are generally quite internet- savvy. In bigger cities such as
Bucharest, Sibiu and Timisoara, the internet population is considerably larger than in
rural areas. But penetration is increasing steadily throughout the whole country and
the market is offering more and more opportunities for online retail.
“Russia is a rising star”
Long-term opportunities lie beyond Moscow and St. Petersburg
E-commerce in Ukraine : Strong growth and potential
The Ukrainian e-commerce market has grown nearly threefold over the
past four years. The 300 largest of the 8000 online stores generate more
than three quarters of the e-commerce turnover. With 45 million
inhabitants, the current e-commerce turnover of €1,2bn still shows a large
growth potential for the future.
In general, I think doing business in either of these three countries requires
thorough research and building a reliable local network of experts and
partners. Any foreign company eying to enter these markets has to be
aware of the economic charcteristics and the culture that shape the
business climate and adapt to that. If you are willing to make this effort,
there are large opportunities to be explored.

Pontus Kristiansson
Vice President EMEA RichRelevance
Eastern European growth outpaces other Western Europe
In terms of growth, the Eastern European region outpaces Western
Europe. This is due to the fact that there is still a lot of ground to gain.
Many of the countries, such as Romania, are still in a transition phase
from being centrally regulated economies to free capitalistic market
systems.
Market conditions are improving
In general however, the education levels are high, people are
increasingly internet-smart and consumers’ demand for more shopping
choices increases. As internet penetration increases and the logistic
infrastructures continue to structurally improve, the Eastern European
Region becomes an interesting market for international online retail
businesses.
Russia: The most promising market in Eastern Europe
The most promising emerging market in the region is Russia: Russia is
one of the fastest growing e-commerce markets worldwide, and
throughout the past years, more and more international companies
have shown interest in this country. Russia, with 60 Million internet
users boasting the largest online community in Europe, is a market still
largely controlled by local companies.
“Eastern Europe is showing great potential”
Adapting to the local internet culture allows seizing promising opportunities
Local companies dominate the market
This is due to a variety of factors: delivery is an issue- tackled by larger
players such as Ozon.ru by having developed their own fulfilment
organization. Next to that, the Russian internet culture is very different
from that in other markets: Translation alone is insufficient to gain the
customers’ trust: Companies must take into account completely
different rules of the game: Instead of Facebook, Russian use VKontakte,
Search is done on Yandex, and cash still dominates the payment market.
International players enter Russia
But as the Russian’s appetite for e-commerce grows, more companies are
willing to take the steps necessary to enter the market, examples being
the British fashion PurePlayer ASOS and the Chinese e-commerce giant
Alibaba. The growth prospects of this country are thus
more than promising.

Henk-Jan van der Weide
VP Northern Europe & SA at hybris
What is your general impression of e-commerce in Europe?
The ‘e’ of e-commerce is disappearing. Online is a very important element in
the route a customer follows, from the moment he or she has an idea to the
actual transaction: the purchase path. E-commerce is no longer a thing that
companies do as an additional channel, it has reached a phase of maturity and
is now a fully integrated component of the customer’s purchasing journey.
Which European regions do you consider the most promising and why?
Russia and Turkey are both important emerging European markets. However,
we also need to consider Scandinavia. Scandinavia was hit harshly by the
bursting of the dot-com bubble around the year 2000; the market grew more
slowly than for example in the UK. Scandinavia is however now picking up pace.
What do you consider the important trends to be?
The dominant trend is mobile: mobile commerce and mobile payments.
Interesting possibilities consist, for example, in the ability to track customers,
the integration of mobile into offline shop processes and the use of NFC
technology for payments. Imagine that shop staff is equipped with a tablet that
enables them to help the customer in a completely new way, even taking care
of the checkout process. In short, the whole POS is going through a transition
with mobile being a key element of this change.
What in your opinion is this year’s most overrated e-commerce trend?
“I believe QR Codes have been an overrated trend: it is too difficult to use, what
with starting your app, having an Internet connection, scanning the code --
altogether too complicated!
Which challenges do online retailers underestimate the most when
expanding their e-business across Europe?
Patience is key. Those new markets will still be out there in two years. If a
company has 100 employees in The Netherlands and then tries to enter the
German market with two dedicated staff members, this is not going to work.
Selling in foreign markets is full of complexities. If companies want to succeed,
they need to do it step by step, with a mature team and with patience.
Is there anything else you would like to share with our readers?
I believe pure-players are being challenged by Amazon: Amazon wants to
control 26% of the global e-commerce market by 2016. They are heavily
investing in growth right now. Retailers who want to set themselves apart have
to keep in mind that clients are seeking an omni-channel experience. I would
strongly advise pure-players to go offline in regions where they have many
customers. Research has shown that customers of omni-channel retailers are
200% more loyal than customers of pure players. Again, this is because of the
role that different sales channels play in the
customer journey from the instant that interest is
ignited to the moment of sale: 50% of people will
change from channel in every step they make in
their purchasing journey. Many retailers are losing
clients because they fail to offer a seamless
experience across all touch-points.
The “e” in e-commerce is disappearing
Offering a seamless experience across all touch-points is key for cross- border growth

Eastern Europe
Europe € 312 bn + 19,0%
EU 28 € 275bn + 18,0%
Eastern Europe € 13,1 bn + 35,6%
Total B2C Ecommerce 2012 of goods & services
17%
51%
100%
249 million
people live in Eastern Europe
114 million
people use the internet
28 million
people are e-shoppers
€ 13,1 bn
e-commerce turnover
of goods & services
81%
Goods
19%
Services
1,6%
Estimated share
of online retail
in total retail
Estimated 40% of active internet users are
on social media
E-commerce GDP
0,66 %
Total GDP € 1.992 bn
1
2 3
Ranking Eastern Europe
in turnover (EUR million)
© Ecommerce Europe 2013
info: research@ecommerce-europe.eu
2012 Key e-commerce facts at a glance
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Ukraine
Romania
1 Russia € 10.300
2 Ukraine € 1.250
3 Romania € 800
4 Bulgaria € 120
# Other countries¹ € 617
Russia
Bulgaria
1 Other countries include: Albania, Belarus, Bosnia & Herzegovina,
FYR Macedonia, Moldova, Kosovo, Montenegro and Serbia.
NAMO (National Association for
Distance Selling & Ecommerce)
Moscow, Russia
Ukrainian Direct Marketing
Association (UDMA); Kiev

Eastern Europe in Brief
Introduction
The Eastern European region consists of
Albania, Belarus, Bosnia & Herzegovina,
Bulgaria, Kosovo, Moldova, Montenegro,
Romania, Russia, Serbia and Ukraine.
This report focuses on Russia, Ukraine
and Romania. The rest of the countries
will be referred to as “others” , as B2C e-
commerce is still in its infancy .
The Eastern European region is home to a
total of 248,7 million inhabitants living in
around 92 million households.
Russia is by far the largest country of the
region, with a population of 143,2 million
or 57% of the region’s total population.
With a surface of 17.075.000 km2 Russia
is not only the largest Eastern European
nation but also Europe’s largest country
both in surface as in population.
Ukraine is the second largest country with
a surface of 603.628 km2 and 45,6 million
inhabitants. Romania has a population of
21,3 million people with a surface of
238.392 km2.
EASTERN EUROPE’S POPULATION
Share of Eastern European population, 2012
Ukraine
Romania
Russia
Moldavia
Bulgaria
Serbia
Kosovo
Belarus
Russia
57%Ukraine
18%
Romania
9%
Bulgaria
3% Others
13%

B2C E-commerce in Eastern Europe
Online Expenditure
Expenditure per online shopper, in euros, 2012
EASTERN EUROPE’S B2C E-COMMERCE
Eastern European consumers from
Bulgaria, Romania, Russia and
Ukraine spent on average €427
online in 2012. This is below the
EU28 and European average of
€1.309 and €1.398 respectively.
Russians spent most online in 2012
with €515. Ukrainians rank second
with an average spend of €510.
The Romanians and Bulgarians are
third and fourth in rank with respect
to online spending (€400 and €370
respectively).
Consumers from the other countries
(including Albania, Belarus, Bosnia
& Herzegovina, FYR Macedonia,
Montenegro, Kosovo, Moldova and
Serbia) spent on average €285
online in 2012.
€1.398
€ 1.309
€370 €400
€515 €510
€285
EU28 Europe Bulgaria Romania Russia Ukraine Others

Facts, Figures & Trends of 2012 and Forecast 2013 of the Romanian B2C E-commerce Market
Country Report Romania 2013

Romania
Europe € 312 bn + 19,0%
EU 28 € 277 bn + 18,0%
Eastern Europe € 13,1 bn + 35,7 %
Romania € 800 mn + 33,3%
Total B2C E-commerce 2012 of goods & services
Bucharest
10%
45%
100%
21,30 million
people live in Romania
9,60 million
2,00 million
€ 800 mn
e-commerce turnover
of goods & services
1,7%
Estimated share
of online retail
in total retail
on social media
E-commerce GDP
0,6%
Total GDP €131.747 mn
1
2 3
25%
Goods
75%
Services
Romanian Trustmark:
No trustmark available
Romanian national
E-commerce association
No e-commerce association
available
1 Russia € 10.300
2 Ukraine € 1.250
3 Romania € 800
4 Bulgaria € 120
¹ Other countries include: Albania, Moldova, Kosovo)
Bosnia-Herzegovina, Montenegro, FYR Macedonia and Serbia.
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ROMANIA’S TOTAL GROSS DOMESTIC PRODUCT
Romania in brief
The Romanian GDP per capita at
current prices in 2012 was €6.200. In
2013 GDP per capita is projected to
reach €6.650, following a growth in
real terms of 2,2%.
Disposable income continues to grow
and inflationary pressures are low
pushing up purchasing power of
consumers.
The share of e-commerce was in 2012
0,6% of the Romanian GDP and is
estimated to reach 0,74% in 2013 .
The Internet is one of the fastest
growing sectors compared to
traditional sectors due to growing
confidence and the further
penetration of the internet in
Romania. It will be one of the drivers
of the economy in the coming years.
Key economic indicators
Year In million EUR
2013(e) € 140.520
2012 € 131.747
2011 € 131.327
2010 € 124.327
2009 € 118.196
GDP at market prices, in million euro, 2009 - 2012
Source: Eurostat and IMF World Economic Outlook 2013
ROMANIA’S GROSS DOMESTIC PRODUCT PER CAPITA
Year In EUR
2012 € 12.600
2011 € 11.800
2010 € 11.400
2009 € 11.100
A current prices

B2C e-commerce in Romania
Cross-border
Online purchases made by
Romanians from foreign web
shops rose from €6 mn in 2011 to
€8 mn in 2012, an increase of
25%.
Only a fraction (2%) of all online
purchases were made from a
foreign web site in 2012.
1% 1% 1% 1%
2%
2009 2010 2011 2012 2013 (e)
ROMANIA’S CROSS BORDER E-COMMERCE
Percentage of e-commerce purchased at foreign sites, 2009-2013
Source:
VAT overview
Threshold RON 118.000
Standard VAT rate 24%
Reduced VAT rates 5% and 9%
Where to register Bucharest Directorate General for Public Finance
Periods for
declaration
monthly
Source: International VAT Management, Van Driel Fruijtier Resseler
ROMANIA’S VAT
Percentage of e-commerce purchased at foreign sites, 2013

Facts, Figures & Trends of 2012 and Forecast 2013 of the Russian B2C E-commerce Market
Country Report Russia 2013

Russia
Europe € 312 bn + 19,0%
EU 28 € 277 bn + 18,0%
Russia € 10,3 bn +35,5%
14%
48%
100%
143 million
people live in Russia
68 million
20 million
€ 10,3 bn
e-commerce turnover
of goods & services
1,7%
Estimated share
of online retail
in total retail
on social media
E-commerce GDP
0,7%
Total GDP € 1.562.000
bn
1
2 3
80%
Goods
20%
Services
Moscow
Russian Trustmark:
Russian national
available
1 Russia € 10.300
2 Ukraine € 1.250
3 Romania € 600
4 Bulgaria € 120
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11,7%
6,9%
8,4%
5,1%
6,7%
2009 2010 2011 2012 2013 (e)
8,4%
7,5%
6,65% 6,0% 5,7%
2009 2010 2011 2012 2013 (e)
Russia in brief
The labor force in Russia reached
75,24 million persons in 2012.
Unemployment declined to 6,00%
in 2012. This decline will continue
in 2013 and is expected to reach
5,70% by the end of the year.
Unemployment in Russia is still
well below the EU28 average of
11% in 2013.
The inflation rate of Russia has
seen a fluctuating trajectory since
since 2009 that started with
11,7%. This also marked the
highest peek of inflation in 5 years.
Consumers have a worse opinion
regarding the current state of the
Russian economy and appear to
be increasingly worried regarding
the future economic prospects of
the country.
RUSSIA’S UNEMPLOYMENT RATE
RUSSIA’S INFLATION RATE
Percentage of the total labor force, 2009 - 2013
Annual change on Consumer Price Index (CPI), 2009 - 2013

B2C e-commerce in Russia
The online consumer and main market players
An online shopper in Russia is more
likely to be female (64%) than male
(36%). The average age of an online
shopper (who shopped in the last 12
months) is 44 years.
Key reasons for Russian consumers
to purchase goods and services
online were lower prices (47%),
saving time (36%), convenience
(location, time) (33%) as well as
online customer reviews (32%).
Online shopping is also significantly
more predominant among
households with higher incomes.
According to studies there were
around 25,000 online retailers in
Russia, a growth of 56%, compared
to the 16,000 in 2010. That number
could very well reach 100,000 in just
a couple of years.
Rank (#) Online retailers Market sector Revenue EUR
1 Utkonos grocery online retailer € 230mn
2 Wildberries online fashion retailer € 223mn
3 OZON.ru online shopping mall € 207mn
4 Holodilnik.ru online retailer of home appliances € 201mn
5 KupiVIP.ru Online fashion retailer € 197mn
Source: Forbes.ru 2013
Top 3 Reasons for purchasing goods and services online
1. Lower price (47%)
2. Lower time consumption (36%)
2. Convenience (33%)
3. Online customer reviews (32%)
TOP 5 ONLINE RETAILERS OF RUSSIA
Source: Morgan and Stanley , eCommerce Disruption: A Global Theme – Transforming Traditional Retail 2013 Source: Ecommerce Europe 2012

Facts, Figures & Trends of 2012 and Forecast 2013 of the Ukrainian B2C E-commerce Market
Country Report Ukraine 2013

Ukraine
Europe € 312 bn + 19,0%
EU 28 € 277 bn + 18,0%
Ukraine € 1,25 bn +48,0%
Kiev
5%
33%
100%
45,63 million
people live in Ukraine
15,40 million
2,47 million
€ 1,25 bn
e-commerce turnover
of goods & services
1,3%
Estimated share
of online retail
in total retail
on social media
E-commerce GDP
0,9%
Total GDP €137.177 bn
1
2 3
50%
Goods
50%
Services
Ukrainian Trustmark:
Ukrainian national
available
1 Russia € 10.300
2 Ukraine € 1.250
3 Romania € 600
4 Bulgaria € 120
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Ukraine in brief
Ukraine was greatly affected by
the economic crisis of 2008 and as
a result a 14,8% decrease in
Ukraine's GDP took place over
2008 and 2009.
Despite the excellent potential,
the economy was still struggling in
2012. The economy entered a
recession in the second half of
2012, bringing growth in real GDP
for the whole year to just 0.2 per
cent.
In October 2013, the IMF raised its
projection for Ukraine's economic
growth in 2013 to 0.4 per cent
from zero.
The IMF downgraded its projection
for Ukraine's economic growth in
2014 to 1 %, citing worsening
financial conditions in Eastern
Europe.
UKRAINE’S GROSS DOMESTIC PRODUCT REAL GROWTH RATE
Percentage change of GDP, 2007 - 2013
Year In million EUR
2013(f) € 136.000
2012 € 137.177
2011 € 117.390
2010 € 102.780
2009 € 84.041
GDP at market prices, in million euro, 2009 - 2012
UKRAINE’S TOTAL GROSS DOMESTIC PRODUCT
Source: Eurostat and IMF World Economic Outlook 2013-14,8%
2009 2010 2011 2012 2013 (f)
4,1 % 5,1 %
0,2 % 0,4 %

13-17 years 18 - 24 years 25 - 34 years
35-44 years 45-54 years 55-64 years
65 yeas +
In Ukraine, Social Media usage is
gaining momentum . Especially
periods of political tensions have
caused spikes in the usage of
Twitter and Facebook, which so
far have not been the country’s
most popular social networks.
40% of the Ukrainian population is
active on the originally Russian
platform Vkontakte.
Only 4% is active on Facebook.
61% of those users is between 18
and 34 years old.
Two other popular social
networking sites in Ukraine are
Mail.ru- operated Moy Mir and
Odnoklassiki.
Social media in Ukraine
Market Sectors
FACEBOOK USERS
Facebook is used by
of the population
Of the population has
a VKontakte account
4%
40%
51%49%
SOCIAL MEDIA USERS BY GENDER
In percentage of total population
Percentage of population, 2012
Source: Social baker

Ecommerce Europe
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As the Internet continues to become a part of almost every aspect of our lives, the growing
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(European and Global Report + 5 European Regional Reports + 5
Regional/Continental Reports)
Global B2C Ecommerce Report 2013: €2.450
Regional /continental reports: €950 per report
North America: USA, Mexico and Canada
Latin America: Brazil, Argentina, Chile and others
Asia-Pacific: Japan, China, India, Australia, Indonesia, Vietnam, South
Korea etc.
MENA REGION: Middle East and North Africa
BRIC Countries: Brazil, Russia, Indonesia, China and other economic
entities
All-In-One Ecommerce Report Package: €4.950
(European and Global Report + 5 European Regional Reports + 5
Regional/Continental
Reports)
Tailor-made reports are available upon request:
research@ecommerce-europe.eu.

EMSEC
EMSEC aims to provide guidelines to measure and
monitor B2C e-commerce in order to enable all
European countries to provide data with respect to
the penetration of B2C ecommerce in a standardised
way. All Ecommerce Europe figures and estimates
are based upon the EMSEC, unless otherwise noted.
The EMSEC agrees with data and research by GfK.
The EMSEC reports on sales figures for the total B2C
e-commerce in Europe and in country profiles based
on total sales of goods and services.
Total sales of goods and services are based according
to the areas/sectors/ classification of areas and
sectors as laid down on the next few pages.
All data are reported in the national currency of the
country involved are converted into euros according
to the average (annual) rate of exchange as
provided by the European Central Bank (ECB).
Growth rates are calculated and measured by the
B2C e-commerce sales in national currency.
European Measurement Standard for E-commerce
EMSEC
Definition of B2C e-commerce sales
Definition of B2C e-commerce: ‘Any B2C contract
on the sale of products or services fully or partly
concluded by a technique for distance
communication’.
Technique for distance communication: means
that can be used for communication regarding the
offer made by the trader and concluding an
contract, without the necessity of the consumer
and trader being in the same place at the same
time.
Contract: an contract whereby sole or partly use is
made of one or more techniques for distance
communication within the framework of a system
organized by the trader for the distance sale of
products and/or services, up to and including the
moment that the contract is concluded;
Classification of B2C E-commerce
The following classification in Table 1 provides an
overview of areas and sectors included in EMSEC.
Online purchases of the following items are excluded
from EMSEC:
• Transactions between private
individuals/consumers (C2C) such as auctions
and marketplaces and between businesses (B2B)
• Online gambling and gaming
• Car and motor vehicles
• Houses and real estate
• Utilities (e.g. water, heating, electricity)
• Mortgages, loans, credit cards, overdrafts
• Savings accounts, funds, stocks & shares, bonds.
B2C e-commerce therefore includes all online
transactions between businesses and consumers
using desktop computers, laptops, tablets,
smartphones, point-of-sales and smart-wearibles,
such as webshop, physical store (‘online instore’), e-
mail, QR-code, catalogue, etc. B2C e-commerce
includes Value Added Tax (VAT) or other sales tax,
delivery costs and Apps, but exclude returns.

Event Tickets
Event Tickets
Tickets for concerts and festivals
Tickets for cinema and theater
Tickets for zoos and amusement parks
Tickets for museums
Tickets for sport matches
EMSEC
Fashion
Clothing Shoes & Personal lifestyle
Underwear & Upperwear Shoes
Children's wear
Jewellery, Bijoux, Watches & others
fashion accessories (e.g. sunglasses)
Swimwear & Sportswear
Nightwear & legwear Bags, wallets, suitcases
Electronics
Consumer Electronics Information Technology (IT) Household Electronics
Photo-equipment IT hardware (pc's, laptops,
tablets etc.)
MDA:
air-conditioning,
dishwashers, wash
machines and other
white goods
Audio-equipment Computer Software
TV/video-equipment Music- instruments
Car - electronics
(navigation, audio
etc.)
USB-sticks, DVD/CD-
recordable, ink cartridges,
computer accessories
SDA: equipment for
personal care, home
comfort, kitchen
appliances
Food/Nearfood/Health
Food/Nearfood Health & Beauty
Food & Beverages Personal care & Hygiene
Fresh produce Baby care
Packaged consumer goods Perfume
Detergents/household cleaning OTC
Animal feed
Tobacco
Sports & Recreation
Sport & Recreation
Sports hardware (e.g. football, tennis rackets)
Bicycles & accessories
Articles for camping and recreation
Toys
Toys
Indoor –and outdoor toys
Page 67

EMSEC
Travel
Package Travel Flight Tickets & Accommodations
Package travel Flight Tickets
Private Transport if booked
through a tour operator
Hotel stays
Apartment/bungalow/camping site
-> all of the above not booked in
combination with other travel-parts
Media & Entertainment
Media & Entertainment
Music (physical, download & streaming)/Spotify based on new subscriptions
Video (DVD, blue-ray, downloads)
Games hardware & games software
Books & e-books
Apps
New subscriptions newspapers ands magazines (no single copy sales)
Telecom
Telecom
Smartphones, mobile phones & Phone devices
Telefax and answering machines
Headsets & Accessoires (mobile) phone’s
Prepaid cards and tariffs of new phone subscriptions
Insurances
New indemnity, Life and Health Insurances
Liability insurance
Car insurance
Fire and theft insurance
ANW-gap insurance
(insurance for receiving a
payment in addition to a
survivor's allowance)
Health Insurance –
Base
Health insurance -
additional
Bike/caravan/motorbike/
scooter insurance
Annuity insurance
pension
Disability insurance –
entrepreneurs
Accident insurance
Boat insurance
Life insurance
Funeral insurance
Disability insurance -
private
Legal assistance insurance
Home insurance
Endowment insurance
based on savings
Mortgage related
disability insurance
Travel insurance
(continuous/annual + short-
term)
Insurance package
Endowment insurance
based on investments
Mixed insurance
(=endowment
insurance + life
insurance)
Others
Services Products
Dating based on new
subscriptions
Cars and parts
Articles for animals
Other Services Flowers & Plants
Optician (excl. sunglasses, hearing-aid)
Adult
Page 68

Definitions
Definitions related to internet, e-commerce and online retailing
• Broadband access: the availability of broadband is measured by the
percentage of households that are connectable to an exchange that
has been converted to support DSL-technology, to a cable network
upgraded for Internet traffic, or to other broadband technologies.
It includes fixed and mobile connections (source: Eurostat)
• Cross-border e-commerce: percentage of e-commerce purchased
at foreign sites
• E-commerce (or electronic commerce), a subset of e-business, is
any B2C contract on the sale of products or services fully or partly
concluded by a technique for distance communication’.
• E-commerce GDP: total amount of goods and services online
divided by the total Gross Domestic Product (GDP).
• Economic Freedom Index: the Index of Economic Freedom is an
annual guide published by The Wall Street Journal and The Heritage
Foundation, Washington's No. 1 think tank. For over a decade, The
Wall Street Journal and The Heritage Foundation have tracked the
march of economic freedom around the world with the influential
Index of Economic Freedom.
• E-households: amount of households that uses the Internet for
personal gain.
• E-household expenditure: expenditure per household that bought
goods or services in the past year.
• European Measurement Standard for E-commerce (EMSEC): aims
to provide guidelines to measure and monitor B2C e-commerce in
order to enable all European countries to provide data with respect
to the penetration of B2C ecommerce in a standardised way.
• E-services (or electronic services) are defined as: “Deeds, efforts or
performances whose delivery is mediated by information
technology. Such e-service includes the service element of e-
retailing, customer support, and service delivery”. This definition
reflects three main components- service providers, service receiver
and the channels of service delivery (i.e., technology). (Jennifer
Rowley, Professor Information and Communications, Manchester
Metropolitan University, UK)
• Inactive online population: users that have access to the Internet
but have not (yet) purchased goods or services online in the past
year.

Definitions
Definitions related to internet, e-commerce and online retailing
• Logistics Performance Index (LPI): The Logistics Performance Index
(LPI) measures the logistics "friendliness" of 155 countries. It helps
countries identify the challenges and opportunities they face in
their trade logistics performance and what they can do to improve,
The Index is developed by the World Bank, is based on a worldwide
survey of operators on the ground such as global freight forwarders
and express carriers .
• Mobile commerce (or m-commerce, mCommerce) is the ability to
conduct commerce, using a mobile device e.g. a mobile phone, a
PDA, a smart phone, a tablet or other (emerging) mobile
equipment.
• Mobile subscriptions: mobile cellular telephone subscriptions are
subscriptions to a public mobile telephone service using cellular
technology, which provide access to the public switched telephone
network. Post-paid and prepaid subscriptions are included (source:
Eurostat)
• Online buyer (or e-shopper, e-buyer) is defined as an individual
who regularly bought or ordered goods or services over the
internet.
• Online expenditure: spent per user who purchased goods or
services online.
• Online Retail (or e-retail, electronic retail or retailing or even e-
tailing) is the selling of retail goods and services on the Internet. In
the limited sense of the word, sectors such as online leisure travel,
event tickets, downloading music or software are not included.
Online-only retail shops are often referred to as pure players.
• Penetration levels: the percentage of a population using the
internet, mobile, smartphone and tablet devices.
• Retail sales are defined as the selling of mainly goods from
businesses to individuals from a traditional or so-called bricks-and-
mortar shop.
• The Ease of Doing Business Index is developed by the World Bank,
averages the country's percentile rankings on 9 topics, made up of
a variety of indicators, giving equal weight to each topic. The
rankings for all economies are benchmarked to June 2010. The
Index covers 185 countries.

Methodology , Acknowledgements and Sources
This report could only be realized by consulting a great
many sources, available in the various countries and
regions in Europe and around the globe. The wide
variety of sources include public domain publications,
blogs, websites, industry and financial specialist
publications, regional and local news, annual reports,
press releases, etc. etc. Sometimes the information
sourced are contradictory. Sometimes different figures
and data were given by different sources within the
same country, f.e. due to different definitions. In our
reports and country profiles we have mentioned
different sources, definitions and the different outcomes
of such reports, studies and interpretations. This report
is meant solely for use by the recipient and is not for
circulation. This report is based on information that
we consider reliable, but we cannot vouch for its being
accurate or complete, nor should it be relied upon as
such. Opinions expressed are our current opinions as of
the date of this report.
The sources consulted include, but are not limited to:
(Inter)national Associations
• Ecommerce Europe
• Distansehandel Norge (Norway)
• FDIH (Denmark)
• KAUPPA (Finland)
• SDH (Sweden)
Corporate sources
• A.T. Kearney
• Deloitte
• Facebook
• Forrester
• GfK
• Google
• Hybris
• Innopay
• Planet Retail
• Salesupply
• Social Bakers
• Twitter
• TNS NIPPO
• VDFR VAT Management
Publications
• eMarketer
• E-commercefacts.com
• Eurostat
• Internet Retailing
Other sources
• Digital Hub Development Agency
(DHDA)
• European Commission
• Eurostat
• European Central Bank (ECB)
• European Banking Association (EBA
Clearing)
• International Monetary Fund (IMF)
• International Telecommunications
Union (ITU)
• Internetworldstats
• National Statistics offices
• The Heritage Foundation
• United Nations (UN)
• CIA: World Factbook
• World Economic Forum

About the authors
Questions? Feel free to contact our researcher
Jorij Abraham, Director Research & Advice
Jorij Abraham (1972) has been part of the international e-
commerce community since 1997. He has been manager e-
commerce at Bijenkorf, TUI and Sanoma Media and Director of
Consulting as Unic
Since 2013 he is Director of Research & Advise at Ecommerce
Europe. He is also director of the eCommerce Foundation, a
research institute offering practical ecommerce research and
benchmark services.
Aad Weening, Advisor International eCommerce
Aad Weening (1941) has been involved in distance selling and
retail practically all his working life. From 1966 until 1979 he
worked at a professional secretariat agency offering legal and
economic advice as well as lobbying services for 10 trade sectors.
From 1979 he managed the Dutch Mail Order Association (today
Thuiswinkel.org), first in the Netherlands first, later on a European
level. Between 1993 and 2006 he served as Secretary General of
the European Distance Selling Trade Association (EMOTA).
Currently Weening is Senior Advisor at Ecommerce Europe.
Janine Nöthlichs, Editor
Janine Nöthlichs (1982) is the editor-in-chief of the international
e-commerce news site E-commercefacts.com. Throughout the
past years, she has worked on various e-commerce related
publications and events, including the European Cross-Border
Round Tables and the Global E-Commerce Summit; and is a
regular jury member of the Cross-Border E-Commerce Awards at
the Global E-Commerce Summit in Barcelona.
Previously, Janine has worked for Kantar Media in Paris. Having
studied in the Netherlands and Spain.
Bert Nagelvoort, Senior Researcher
Bert Nagelvoort (1977) has been working for Ecommerce Europe
since 2014. He is involved in international e-commerce and
develops the Ecommerce Europe reports. He studied Business
Administration at the Radboud University Nijmegen and has a
great interest in the international (digital) economy.
Previously, Bert has worked as Projectmanager / Consultant in
the financial services.

Europe 2012 Key data at a glance
West € 158,bn + 18,0%
Central €76,3 bn + 20,5%
South € 32,4 bn + 29,3%
North €28,5 bn + 15,1%
East € 13,1 bn + 35,6%
Total B2C s of goods & services
48%
64%
100%
820 million
people live in Europe
529 million
250 million
5%
Estimated share
of online retail
in total retail
‘’350 million social media users’’
€16,0 trn GDP 2012
1
3
Top 5 e-commerce countries
in turnover (EURO million)
1 United Kingdom € 96,193
2 Germany € 50,000
3 France € 45,000
4 Spain € 12,969
5 Russia € 10,302
Figures and data in compliance with GfK
In cooperation with Salesupply and Hybris
Top 5 emerging countries in % growth
1 Turkey 75%
2 Greece 61%
3 Ukraine 41%
4 Hungary 35%
5 Romania 33%
2
550,000
estimated online business
2, ,
jobs directly or indirectly via e-commerce
3,5 billion
number of parcels annually (e)
Europe
€ 312 bn +19%
EU28
€ 277 bn +18%
3,5% Contribution Internet
Economy to GDP
5,5%
(€17bn)
Estimated
M-commerce

Eastern Europe B2C Ecommerce
Colophon
Ecommerce Europe
Rue d’Accolay 15 box 6
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
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