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E-commerce in BelgiumOverview by the numbersby @tomstaelens
There’s a lot of online knowledge available one-commerce in Belgium. By sifting through asmuch data as possible, we intent...
Overview1. Who’s buying?2. Who’s selling?3. E-shopping in Belgium4. A shift to online5. Market size
Overview6. Pre-shopping7. Our online wallet8. Our online shopping cart9. Why online10.So.Lo.Mo
Who’s buying?Consumer profile
Consumer profile (2012)             Dutch                 56%            Male     55%            French           48%      ...
fast upcoming group :                                                                                            Younger p...
no significant changes                                                                                compared with 2011   ...
Preferential sites - Youth                                 Media site (hln, stubru, …)                            45%     ...
Online purchasing - Youth                                                       45% uses the family                       ...
Online loyalty - Belgium                                                                    89%                           ...
Net promotor score - Belgium        Q: How likely are you to recommend ‘website’ to a friend, on a scale from 0 to 10?    ...
17% of EU consumers reported they had problemswhen buying something in their country          Complained when experiencing...
Google trusted storesBE CommerceUnizoSafeshops
A Forrester study shows that, when e-merchants suggest relevant products, theyincrease the average basket by 47% and thenu...
Conclusions‣   In the near future, all consumer groups will be    equally represented in e-commerce.‣   Belgians are (incr...
Who’s selling?E-shop profile
Websites in BelgiumClear difference between Flanders and Wallonia                               ‘Liège’ stands out clearly ...
Percentage of websites in              Belgium                                                18%                         ...
E-commerce websites inBelgium                         21,2%                                       8,5%     11,7%       13,...
E-commerce in Belgium is alsoforeign companies‣   60% of the keywords that are being advertised on    in Belgium, are owne...
General trust in e-commerceBelgium        Trust in the security of e-commerce (Belgium)                                   ...
Safety concerns (EU)‣       Fraudulent advertisements and offers were still        spotted by :    ‣    29% of consumers   ...
1/2 describes internet fraudas payment fraudeg. hacked payment website
Only 1/2 of online shoppers prefer to buy from aBelgian shop than from a foreign shop.We are playing it rather safe when i...
SME online intentions (2010)% SME companies actively selling and/or promoting online their products and services         1...
Conclusions‣   Flanders (and mainly Antwerp) is much stronger    represented in e-commerce than Wallonia.‣   But our stron...
Conclusions‣   SEM and e-mail marketing are the main    promotional effort, and efforts herein are    increasing.‣   Social ...
E-shopping in BelgiumBelgium vs EU
EU consumers still prefer to buy goods andservices in their own country even though thepast five years have seen a steady, ...
Domestic e-commerce shopping‣     43% of EU-consumers bought over the internet      in 2011 (versus 40% in 2010)          ...
Cross-border e-commerce in       Belgium                                                 Cross-border shopping by Belgians...
Cross-border e-commerce in       Belgium                                                       Cross-border shopping by be...
For 50% of the product searches, prices are 10%cheaper when buying cross-border than buyingfrom a belgian web shop.65% of ...
Cross-border e-commerce                                                                                     Mainly Luxembo...
Correlation between onlinesales and broadbandpenetration
E-commerce in enterprises             Europe                 Belgium                  23%      14%                        ...
Share of e-commerce inretail sales of the GDP   Europe (by 2015)   Belgium (in 2010)      E-commerce        E-commerce    ...
Value of total retailing andinternet retailing in 2010
Share of the internet of GDP     Belgium (in 2009)   The Netherlands (in 2009)             2,5%                    4,3%   ...
E-commerce in Belgium                           Number of                                       Spending       Average    ...
EU action plans by 2015‣   50% of EU-consumers buy online‣   20% of EU-consumers buy cross-border (EU)‣   Double the share...
Conclusions‣   We buy mainly from a national seller.‣   Growing trend of buying cross-border.‣   When buying cross-border,...
Conclusions‣   Belgians buy up to 2 times more cross-border    than the EU-average.‣   But we also sell 6% more to other E...
Conclusions‣   We buy cross-border because of price and    product range.‣   In 2012, we will lose about 1500 million euro...
Conclusions‣   We rank 5th within the EU in enterprises selling    in their own country, and shared 3th (!!!) when it    c...
Conclusions‣   The EU average of online revenue is 215% of that    of Belgium, with Germany having a value of    internet ...
Is there still room    for growth?17-25%/year Expected growth of the internet market
A shift to onlineOnline vs Offline shopping
Frequency of where I shop                                                                                       53% in Fla...
Substitution offline purchasesof people already buying online                                          2011                 ...
Online purchaseFuture intention to buy on the internet                                2011                              20...
Conclusions‣   Those experienced with online shopping, are    shifting from new and extra purchases towards    replacement...
Market sizeFacts & numbers
Market size - E-commerce 2012‣       Revenue from the home market    ‣       € 1.095.838.980‣       Cross-border revenue  ...
Market size - E-commerce 2012‣       Money that we lose to cross-border competition    ‣    € 1.479.472.000
9%   Automotive                                                    92%                   6%     Cosmetics                 ...
15%                              Books                                                   84%                              ...
16%              Sport equipment                                                 83%                                  6%  ...
European average is 60%                                                                                                   ...
Growth ‣   SME with e-commerce have grown 3,7% in     2011. ‣   They grow 4 times more than SME without e-     commerce.
Cross-border opportunity ‣   SME with e-commerce sell in average 17,4% to     foreign countries. ‣   SME without e-commerc...
Conclusions‣   SME with e-commerce activities, are growing    faster and selling more cross-border.‣   Adapting for Luxemb...
Conclusions‣   Today, most purchases are still taking place    offline, providing large growth opportunities for    online s...
Pre-shoppingResearch methods
Online price research - Youth                 ‣                     average : 16,7 times a week                 ‣         ...
Online purchase - Youth                              ‣                                  Purchasing mainly happens in physi...
Information sharing - Youth                  Clothes, shoes                     36%  Scooter and driving equipment        ...
From research to purchaseOnline vs offline purchase
From research to purchaseOnline vs offline purchase
From research to purchaseOnline vs offline purchase
From research to purchaseOnline vs offline purchase
From research to purchaseOnline vs offline purchase
From research to purchaseOnline vs offline purchase
From research to purchaseOnline vs offline purchase
Conclusions‣   The impact of online research on sales is the    strongest for travel related products and services.‣   For...
Our online walletOnline spending
Monthly budget (2012)                            2011            2012      < € 20                2011        19%          ...
Mainly the Dutch youth (18-27) is spending moreon a monthly base.Also those with a higher income (> € 3500) arespending a ...
Budget allocation (2012)        Electro                                  303 €        Interior                         241...
Average price difference online      vs offline                                (excluding delivery costs)                Cons...
Average price difference online      vs offline                         (excluding delivery costs)                           ...
Average price difference online      vs offline                         (including delivery costs)                           ...
Percentage more products      online than offline by country                        There are almost 200% more              ...
Conclusions‣   We buy more products and services online, but at    an average lower price.‣   It’s cheaper to buy online.....
Our onlineshopping cartOnline purchases
Hotel/overnight stay                   Clothing/shoes                                                                     ...
Hotel/overnight stay                                          6%                   Clothing/shoes                         ...
Growth opportunities   % bought in the last 2 months                                   Intention to buy
Conclusions‣   Travel related products, fashion products and    event tickets are the top products among    Belgians.‣   T...
Why online?Benefits from e-commerce
Reason to buy online                                                           Europe (2011)                              ...
Importance of this driver within                       the sector vs average importance                       Electro   DI...
Reason to choose 1 website over                      another                        General                               ...
Reason to NOT buy online                                                  Europe (2011)                                   ...
Conclusions‣   Price is much less (but still) important to Belgians    than the average EU-citizen.‣   Convenience, both i...
Conclusions‣   Shopping as an activity is THE key driver to not    shop online, followed closely by privacy and    trust-c...
So.Lo.MoNew technologies
New technologies                 Willing to use                         Neutral                        Not willing to use ...
From social to online retail shop          (US)FacebookTwitterYoutubePinterestRetailers blog                              ...
Facebook is currently for 50% of the Belgian e-commerce companies the most important socialmedia tool.
Mobile commerce accounts in Belgiumhowever ‘already’ for 2,6% of the totalturnover of e-commerce activities and 2,7% ofthe...
According to a Forrester study, the conversionrate of Facebook-Commerce is lower than onother website and does not exceed ...
Social commerceMark Ellis, SYZYGY - The 6 dimensions of social commerce
2 strategiesSocial commerce‣       Social media on e-commerce platforms    ‣    Helping people connect where they buy‣    ...
6 toolsSocial commerce‣    Ratings & Reviews‣    Recommendations & referrals‣    Forums & communities‣    Social shopping‣...
6 dimensions to successSocial commerce1. Scarcity - less is more (perceived value)2. Affinity - shop with like-minded people...
An eMarketer study showed that customerswould stop the purchase process 2 times lesswhen videos were available.
Conclusions‣   It takes time for consumers to hop onto new    technologies when it comes to purchasing.‣   While most comp...
Combining everythingWhat are the key learnings?
E-commerce, and not solely for Belgium, is only atthe start of its possibilities. Fighting of the(foreign) competition and...
But to do that, we need to arm ourselves. Finding asolution for delivery costs and increasing productrange are a great way...
Companies (and than maybe mainly in Walloniaand shops at the side of the road) are missing outbig time, by not embracing e...
Not only sales is ‘the’ reason to bet on online shops.The next generation is already comparing everyproduct and service fir...
Why are Belgians buying online? Price? Yes, but tomake the difference, other drivers can really addvalue for your shop. Sta...
As Belgian consumers, we are always ‘late’ when itcomes to embracing new online technologies, butthat doesn’t mean you hav...
Don’t miss the out on mobile commerce. Amajority might say that aren’t willing to use thistechnology, but companies involv...
We’ll make you awesomein e-commerceContact usinfo@wijs.bewijs.be
Main Resources being used•   European commission, May 2012, Consumer Conditions Scoreboard –    Consumers at home in the s...
Main Resources being used•   Civic Consulting, September 2011,Consumer market study on the    functioning of e-commerce an...
E-commerce in Belgium
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E-commerce in Belgium

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  1. 1. E-commerce in BelgiumOverview by the numbersby @tomstaelens
  2. 2. There’s a lot of online knowledge available one-commerce in Belgium. By sifting through asmuch data as possible, we intent to get an asaccurate as possible view on what ishappening in the online sales sphere, whereopportunities and learnings can be found.
  3. 3. Overview1. Who’s buying?2. Who’s selling?3. E-shopping in Belgium4. A shift to online5. Market size
  4. 4. Overview6. Pre-shopping7. Our online wallet8. Our online shopping cart9. Why online10.So.Lo.Mo
  5. 5. Who’s buying?Consumer profile
  6. 6. Consumer profile (2012) Dutch 56% Male 55% French 48% Female 50% 18-27 57% < 2500 euro 50% 28-43 59% 2500-3499 euro 57% 44-59 49% > 3500 euro 60% 60+ 42%% of Belgian population; gross income
  7. 7. fast upcoming group : Younger people, women and people New consumers (2012) with a lower income Family with kids 35% Male 29% Couple without kids 38% Singles without kids 25% Female 39% 18-27 42% < 2500 euro 36% 28-43 28% 2500-3499 euro 30% 44-59 36% > 3500 euro 18% 60+ 35%% of Belgian population, first online purchase in the last 2 years
  8. 8. no significant changes compared with 2011 Repeated buying (2012) Weekly/monthly 16% Within 1-6 months 54% Within 6-12 months 23% > yearly 7%% of Belgian population, first online purchase in the last 2 years
  9. 9. Preferential sites - Youth Media site (hln, stubru, …) 45% Sharing site (Fotolog, Youtube, ThePirateBay, ...) 31% Technological website (Firefox, Microsoft, ...) 29% Recreational site (travel, sport, ...) 25% Sales site (Ebay, ...) 15% Much more numerous among: 10% ‣ Game site (Casino, jeuxvideo.com, ...) Secondary art education (+21%) ‣ Community site (blogs, facebook, ...) 5% 1st-2nd secondary education (+10%) ‣ Research site (Google, Wikipedia, ...) 2% 5th-6th secondary education (+15%) ‣ Adult site (Meetics, XXX, ...) 1% Rural Flemish youth (+9%) ‣ Families with 2 to 3 people (+14%)October 2010 - January 2011; Youth = 10-17 years old
  10. 10. Online purchasing - Youth 45% uses the family bank card ‣ Mainly 14 to 16 years old Purchasing ‣ 23,0% Average of 1,5 purchases in the last month ‣ Guys buy mainly games ‣ Girls buy mainly clothes and shoes Not purchasing 77,0%October 2010 - January 2011; Youth = 10-17 years old
  11. 11. Online loyalty - Belgium 89% 84% 2011 2012% of Belgian population, first online purchase in the last 2 years
  12. 12. Net promotor score - Belgium Q: How likely are you to recommend ‘website’ to a friend, on a scale from 0 to 10? Toys 40% Entertainment 42% Food 40% Health & Beauty 39% Books 39% Sport 52% DIY 41% Electro 37% Fashion 25% Interior 5% Telecom 9%% of Belgian population, first online purchase in the last 2 years
  13. 13. 17% of EU consumers reported they had problemswhen buying something in their country Complained when experiencing a problem Satisfied with the way in which their complaints where handled Belgium : 61% 77% 80% 52% 58% 2010 2011 Yet, almost half (45%) of those who were not satisfied did not seek further redress.
  14. 14. Google trusted storesBE CommerceUnizoSafeshops
  15. 15. A Forrester study shows that, when e-merchants suggest relevant products, theyincrease the average basket by 47% and thenumber of products sold by 27%.Persuasive personalization can improveconversion rates up to 40%.Amazon used Facebook.com’s social graph to define what influences each sitevisitor : customer reviews, comments from friends, expert advice, orpromotions. They also connected an identified stimulus for one person to similarpurchasing habits for any products.
  16. 16. Conclusions‣ In the near future, all consumer groups will be equally represented in e-commerce.‣ Belgians are (increasingly) loyal, and an average of 40% would recommend their preferred e-shop.‣ We easily complain, and are being helped when doing so.
  17. 17. Who’s selling?E-shop profile
  18. 18. Websites in BelgiumClear difference between Flanders and Wallonia ‘Liège’ stands out clearly within Wallonia
  19. 19. Percentage of websites in Belgium 18% 16% 12% 13%% of region’s companieswho own a website 9%38-42% : Antwerp, Brussels,Namur, East Flanders, Fl. Brabantand Wal. Brabant35% : Limburg33% : Luxembourg29% : Liège26% : Hainaut
  20. 20. E-commerce websites inBelgium 21,2% 8,5% 11,7% 13,0% 15,1% 9,5% 4,2% 5,5% 6,5% 3,1% Total 1,7% 27.541
  21. 21. E-commerce in Belgium is alsoforeign companies‣ 60% of the keywords that are being advertised on in Belgium, are owned by foreign companies.‣ For every € 1 that we export, other companies are importing € 1,5.
  22. 22. General trust in e-commerceBelgium Trust in the security of e-commerce (Belgium) 70% 64% 2011 2012
  23. 23. Safety concerns (EU)‣ Fraudulent advertisements and offers were still spotted by : ‣ 29% of consumers ‣ 23% of retailers 29% of fraud stays unsolved
  24. 24. 1/2 describes internet fraudas payment fraudeg. hacked payment website
  25. 25. Only 1/2 of online shoppers prefer to buy from aBelgian shop than from a foreign shop.We are playing it rather safe when it comes tobuying products or services from other internetusers or unknown websites.
  26. 26. SME online intentions (2010)% SME companies actively selling and/or promoting online their products and services 13% 14% Planning to use Currently using 13% 11% 13% 59% 8% 54% 11% 35% 37% 11% 8% 23% 26% 11% 15% 11% SEM Optimization E-mail marketing SEM advertising Display banners Online ordering Online payment Social media profile page Blogging Twitter
  27. 27. Conclusions‣ Flanders (and mainly Antwerp) is much stronger represented in e-commerce than Wallonia.‣ But our strongest competition comes from behind the Belgian borders.‣ We buy mainly local, as we have trust in Belgian e-shops.
  28. 28. Conclusions‣ SEM and e-mail marketing are the main promotional effort, and efforts herein are increasing.‣ Social had (in 2010) still ground to cover, but is growing.
  29. 29. E-shopping in BelgiumBelgium vs EU
  30. 30. EU consumers still prefer to buy goods andservices in their own country even though thepast five years have seen a steady, if slow,increase in the level of cross-border shopping.
  31. 31. Domestic e-commerce shopping‣ 43% of EU-consumers bought over the internet in 2011 (versus 40% in 2010) Belgium = 43% Highest : UK & Sweden (71%) Lowest : Romania (6%) Buying from domestic seller Buying from other EU country 2010 2011 2010 2011 36% 39% 9% 12%
  32. 32. Cross-border e-commerce in Belgium Cross-border shopping by Belgians 10% of Belgians6% lower than the EU bought solely from a average non-Belgian country 43% 33% 24% From national seller From sellers in other EU countries Total online shopping Double of the European average!% of Belgian population
  33. 33. Cross-border e-commerce in Belgium Cross-border shopping by belgians 100% 77% 56% From national seller From sellers in other EU countries Total online shopping Mainly in France (42%), the Netherlands (38%), Germany (26%), UK (20%) and US (14%)% of Belgian online consumers
  34. 34. For 50% of the product searches, prices are 10%cheaper when buying cross-border than buyingfrom a belgian web shop.65% of the products we search are only available inforeign shops.
  35. 35. Cross-border e-commerce Mainly Luxembourg (19%), Bought cross-border in a Belgian shop the Netherlands (15%) and EU-consumers purchasing online cross-border within the EU France (15%)E-commerce shopping from non-EU sellers is in average half ofthat of shopping from EU-sellers 18%eg. 2011 : 6% 12% 7% 9% 9% 9% 2006 2008 2009 2010 2011
  36. 36. Correlation between onlinesales and broadbandpenetration
  37. 37. E-commerce in enterprises Europe Belgium 23% 14% 12% 6% Sales in own country Sales cross-border
  38. 38. Share of e-commerce inretail sales of the GDP Europe (by 2015) Belgium (in 2010) E-commerce E-commerce 3,4% 0,5% GDP Europe GDP Belgium 96,6% 99,5%
  39. 39. Value of total retailing andinternet retailing in 2010
  40. 40. Share of the internet of GDP Belgium (in 2009) The Netherlands (in 2009) 2,5% 4,3% 97,5% 95,7% Belgium (by 2015) United Kingdom (in 2009) 4,6% 7,2% 95,4% 92,8%
  41. 41. E-commerce in Belgium Number of Spending Average Average Revenue (shops) Growth transactions (consumers) revenue spending 2007 4.500.000 460.000.000 € 989.000.000 € 102 € 220 € 2008 6.400.000 590.000.000 € 28,3% 1.325.000.000 € 92 € 207 € 2009 8.400.000 705.000.000 € 19,5% 1.600.000.000 € 84 € 190 € 2010 10.700.000 903.000.000 € 28,1% 1.756.000.000 € 84 € 164 € 2011 13.200.000 1.118.000.000 € 23,8% 2.355.700.000 € 85 € 178 € 2012 15.454.000 1.367.602.000 € 22,3% 2.815.861.000 € 88 € 182 €Light grey = extrapolation based upon given numbers
  42. 42. EU action plans by 2015‣ 50% of EU-consumers buy online‣ 20% of EU-consumers buy cross-border (EU)‣ Double the share of e-commerce in retail sales (currently 3,4%)‣ Double the share of e-commerce on GDP (currently 3%)
  43. 43. Conclusions‣ We buy mainly from a national seller.‣ Growing trend of buying cross-border.‣ When buying cross-border, EU-citizens buy mostly from neighboring countries.
  44. 44. Conclusions‣ Belgians buy up to 2 times more cross-border than the EU-average.‣ But we also sell 6% more to other Europeans than the EU-average.‣ 10% of belgians only shop cross-border.
  45. 45. Conclusions‣ We buy cross-border because of price and product range.‣ In 2012, we will lose about 1500 million euro to cross-border e-shops.
  46. 46. Conclusions‣ We rank 5th within the EU in enterprises selling in their own country, and shared 3th (!!!) when it comes to selling cross-border.‣ We rank only in the middle of the EU when it comes to online shopping.
  47. 47. Conclusions‣ The EU average of online revenue is 215% of that of Belgium, with Germany having a value of internet retailing of almost 1800% of that of Belgium.
  48. 48. Is there still room for growth?17-25%/year Expected growth of the internet market
  49. 49. A shift to onlineOnline vs Offline shopping
  50. 50. Frequency of where I shop 53% in Flanders and 57% in Brussels. Only Center of the city where I live 47% 35% in Wallonia. Center of the city where I work 35%Shopping center outside the city 28% Tops the list in A webshop 13% Wallonia with 41% Shop at the side of the road 8% Expected to lose heavily frequency- market share
  51. 51. Substitution offline purchasesof people already buying online 2011 2012 42% 36% 35% 27% 29% 31% Mainly new/extra purchases Both Mainly replacements of previous offline purchases
  52. 52. Online purchaseFuture intention to buy on the internet 2011 2012 53% 48% 41% 31% 13% 9% 2% 2% Certainly Probably Neutral Not
  53. 53. Conclusions‣ Those experienced with online shopping, are shifting from new and extra purchases towards replacement purchases.‣ Cannibalization today is rather limited to 50%, but is growing.‣ The growth of online shoppers will continue.
  54. 54. Market sizeFacts & numbers
  55. 55. Market size - E-commerce 2012‣ Revenue from the home market ‣ € 1.095.838.980‣ Cross-border revenue ‣ € 240.550.020 ‣ Luxembourg : € 45.704.504 ‣ The Netherlands : € 36.082.503 ‣ France : € 36.082.503
  56. 56. Market size - E-commerce 2012‣ Money that we lose to cross-border competition ‣ € 1.479.472.000
  57. 57. 9% Automotive 92% 6% Cosmetics 93% Online vs offline purchases 0% Groceries 99%Health Products 4% 95% 12% Car Insurance 87% 12%Home Insurance 87% 18% Personal Loans Purchases per sector 81% 18% Cinema tickets 81% 44% Event tickets 55% 30% Real estate 69%
  58. 58. 15% Books 84% 13% CDs/DVDs 14% in the UK 86% Online vs offline purchases 7% Clothes & Accessories 92%DIY, tools, garden equipment 2% 97% 9% Domestic appliances 90% 2% Footware 97% 3% Gifts, Flowers, Greetings Purchases per sector 96% 5% Home furnishing/furniture 94% 4%Home and household goods 95% 6% Personal appliances 93%
  59. 59. 16% Sport equipment 83% 6% Toys 93% Online vs offline purchases 17% Audio devices 82% 17% Computer hardware 82% 18% Compuer peripherals 81% 25%Computer software/video games 74% 20% Digital camera/camcorder Purchases per sector 79% 13% Mobile phone 86% 16% Mobile phone subscription 83% 14% Printer supplies 85%
  60. 60. European average is 60% online purchases for travelPurchases per sectorOnline vs offline purchases 83% 66% 64% 52% 55% 47% 44% 33% 35% 16% Visual devices Business travel Hotels Leisure flights Package holidays
  61. 61. Growth ‣ SME with e-commerce have grown 3,7% in 2011. ‣ They grow 4 times more than SME without e- commerce.
  62. 62. Cross-border opportunity ‣ SME with e-commerce sell in average 17,4% to foreign countries. ‣ SME without e-commerce sell in average 12,4% to foreign countries.
  63. 63. Conclusions‣ SME with e-commerce activities, are growing faster and selling more cross-border.‣ Adapting for Luxembourg, the Netherlands and France are real opportunities to increase sales cross-border.
  64. 64. Conclusions‣ Today, most purchases are still taking place offline, providing large growth opportunities for online sales.
  65. 65. Pre-shoppingResearch methods
  66. 66. Online price research - Youth ‣ average : 16,7 times a week ‣ 16 + : 80% No Yes49,0% 51,0% Brussels 62% Wallonia 60% Flanders 45%
  67. 67. Online purchase - Youth ‣ Purchasing mainly happens in physical stores Purchasing ‣ 87% does not share their experiences 37,0%Not purchasing 63,0%
  68. 68. Information sharing - Youth Clothes, shoes 36% Scooter and driving equipment 20% Games 15% Cellphones 15% Mainly girls (+25%) Music 12% Services (travel, ...) 5% Internet services 5% Hifi 5% Books 5% Toys 4% Leisure equipment 1% Ipod 1%
  69. 69. From research to purchaseOnline vs offline purchase
  70. 70. From research to purchaseOnline vs offline purchase
  71. 71. From research to purchaseOnline vs offline purchase
  72. 72. From research to purchaseOnline vs offline purchase
  73. 73. From research to purchaseOnline vs offline purchase
  74. 74. From research to purchaseOnline vs offline purchase
  75. 75. From research to purchaseOnline vs offline purchase
  76. 76. Conclusions‣ The impact of online research on sales is the strongest for travel related products and services.‣ For 16-17 year old youth, online is an important resource for comparing products and services.‣ Youth only share experiences when it adds to their status or reputation.
  77. 77. Our online walletOnline spending
  78. 78. Monthly budget (2012) 2011 2012 < € 20 2011 19% 2012 26% € 20 - € 49 2011 16% 2012 10% € 50 - € 99 2011 22% Belgians spend on 2012 19% average € 187€ 100 - € 149 2011 13% 2012 13% > € 150 2011 30% 2012 32%
  79. 79. Mainly the Dutch youth (18-27) is spending moreon a monthly base.Also those with a higher income (> € 3500) arespending a lot more than the previous year.
  80. 80. Budget allocation (2012) Electro 303 € Interior 241 € DIY & garden 199 € Sports 189 € Food 149 € Toys 104 € Fashion 92 € Telecom 60 €Health & Beauty 52 € Books 43 € Entertainment 39 €
  81. 81. Average price difference online vs offline (excluding delivery costs) Consumer electronics (excl. delivery costs) -5,10% Beauty and personal care (excl. delivery costs) -16,50% Toys and games (excl. delivery costs) -10,80% Clothes and footwear (excl. delivery costs) -0,20% DIY and gardening (excl. delivery costs) -6,40% Hot drinks (excl. delivery costs) 4,00% Packaged food (excl. delivery costs) 8,70%December 2010
  82. 82. Average price difference online vs offline (excluding delivery costs) Mobile phones -0,90% Laptops -4,50% Digital cameras -1,60% In-car navigation -8,10% LCD TVs -11,10% Portable MP3 players -4,10% Premium women’s fragrances -16,50% Video games hardware -7,60% Traditional toys -13,90% Men’s outerwear 1,50% Women’s outerwear -1,80% Power tools and accessories -6,40% Instant standard coffee 4,00% Standard milk formula 8,70% Food&drink products are more expensive on- than offlineDecember 2010
  83. 83. Average price difference online vs offline (including delivery costs) Mobile phones 0,70% Laptops -3,10% Digital cameras 2,60% When including delivery fees, In-car navigation -5,20% buying (one product) online LCD TVs -8,90% becomes for a lot of Portable MP3 players 1,70% categories more expensive Premium women’s fragrances -9,30% than their offline counterpart Video games hardware -6,30% Traditional toys 8,50% Men’s outerwear 7,80% Women’s outerwear 5,30% Power tools and accessories 0,50% Instant standard coffee 46,90% Standard milk formula 40,80%December 2010
  84. 84. Percentage more products online than offline by country There are almost 200% more products available online vs offlineDecember 2010
  85. 85. Conclusions‣ We buy more products and services online, but at an average lower price.‣ It’s cheaper to buy online... ‘till we add delivery costs.‣ There are almost 200% more products available online than offline in Belgium.
  86. 86. Our onlineshopping cartOnline purchases
  87. 87. Hotel/overnight stay Clothing/shoes 42% 40% Event tickets 38% Boat, plane or train tickets BooksComputer, hardware and software 34% 33% 27% CD/DVD/Blu-ray/Games Electronic appliances 23% 21% Digital music Telecom Personal care products Household appliances 16% 16% 16% 14% Online purchases Toys 12% Furniture and home decoration Nutrition (supermarket) Fun fair tickets DIY and garden products % of people purchasing this type of product (Belgium) Pharmaceutical products Sport products Digital films/series 8% 8% 8% 6% 6% 6% 5% Resto/catering 3% Other 19%
  88. 88. Hotel/overnight stay 6% Clothing/shoes 15% Event tickets 5% Boat, plane or train tickets 12% Books 16%Computer, hardware and software 4% CD/DVD/Blu-ray/Games 19% Electronic appliances 2% Digital music 42% Telecom 24% Personal care products 10% Household appliances 1% Online purchases Toys 12% Furniture and home decoration 0% Nutrition (supermarket) Frequency of purchase (Belgium) 32% Fun fair tickets 1% DIY and garden products Pharmaceutical products 3% 4% Sport products 7% Digital films/series 27% Resto/catering 16% Other 8%
  89. 89. Growth opportunities % bought in the last 2 months Intention to buy
  90. 90. Conclusions‣ Travel related products, fashion products and event tickets are the top products among Belgians.‣ The most frequent bought products are however digital music, nutrition and digital films.
  91. 91. Why online?Benefits from e-commerce
  92. 92. Reason to buy online Europe (2011) Belgium (2012) I find cheaper products online 66% 37% I save time by buying online 50% 42% I can order at any time of the day/week 33% 39% It’s easier to compare prices online 33% 22% I can only find certain products online 22% 16% There’s more choice online 19% 27% Products are delivered to a convenient place 11% 31% Except for fashion and food I can find product reviews by other consumers 10% products, home delivery is the 22% I can find more information online 9% way to go, but we do not want 16% 8% to pay extra for it! I don’t like going to shops 14% I find better quality products online 6% I can return products easily 2%Because I get access to special discounts & promotions 31%
  93. 93. Importance of this driver within the sector vs average importance Electro DIY Fashion Entertainment Food Interior Books Sport Health & Beauty Telecom Toys Time-saving X X (!!) X X 24/7 X X X (!) X (!) Lower price X X X X X (!) X X Discounts/ X X (!) X (!) X X promotions Door-delivery X X X (!) X X X XWider selection X X X X X X Comparing & X X X X X reviews More product X X X X X X informationNot available in X (!) X X X X (!) X my countryTo see if it’s still X X X in stockTo avoid crowds X X (!!!) X Other X X X
  94. 94. Reason to choose 1 website over another General Health & Electro DIY Fashion Entertainment Food Interior Books Sport Telecom Toys importance Beauty Totally not Price 17% X X (!) X X X X X (!) X important! Satisfied with Totally not 12% X X(!) X X X X (!) Xprevious experience important! Product selection 10% X X X X X X X X X(!!!) and availability Fast delivery 7% X X X X X X X Totally not Trust and safety 5% X X X X X X X important! Totally not User-friendliness 4% X X X X important!By accident - where 4% X (!!!) X X X (!!) X XI found the product Totally notLow shipping costs 2% X X(!) important!Recommended by a 2% X X X(!) friendReturn, guarantee Totally not 2% X X X X X policy important!Complete product 2% X X (!) X X X X information Totally not Other reason 3% X X X (!!!) X X (!) X important!
  95. 95. Reason to NOT buy online Europe (2011) Belgium (2012) I like going to shops and seeing the products 40% 41%I have concerns regarding misuse of my personal/payment details 29% 32%It’s more difficult to solve any problems if something goes wrong 28% 3% I do not trust the safety of products sold online 26% 30% I want the products immediately 21% 15% I prefer in-person sales services 17% 23% I don’t have a payment card 12% 29% I do not wish to buy products online 12% 3% I do not know how to buy products online 7% 11% It’s easier to compare prices in shops 6% Online purchases with a credit 11% Products I buy are often cheaper in shops 6% card are considered to be the 7% safest way of shopping, but Delivery arrangements are not convenient for me 4% 16% 62% would rather pay offline!
  96. 96. Conclusions‣ Price is much less (but still) important to Belgians than the average EU-citizen.‣ Convenience, both in time and place, are the reasons we go online for shopping.‣ Every category has its own key driver for online sales.
  97. 97. Conclusions‣ Shopping as an activity is THE key driver to not shop online, followed closely by privacy and trust-concerns.‣ If we want more people to shop online, we need to invest in online payment methods.
  98. 98. So.Lo.MoNew technologies
  99. 99. New technologies Willing to use Neutral Not willing to use 63% 51% 51%43% 33% 30% 24% 28% 22% 19% 22% 15% Group discount sites Price reduction through referral Location-based services Mobile site/app
  100. 100. From social to online retail shop (US)FacebookTwitterYoutubePinterestRetailers blog 11 66% 70% 68% 35% 9,3 58% 8,5 8 52% 52% 6,9 46% 45% 45% 39% 9% 8% 2% 2% % that is following retailers Number of retailers following Click-through to retailers website Browsing/researching retailers products/services
  101. 101. Facebook is currently for 50% of the Belgian e-commerce companies the most important socialmedia tool.
  102. 102. Mobile commerce accounts in Belgiumhowever ‘already’ for 2,6% of the totalturnover of e-commerce activities and 2,7% ofthe total number of orders of e-commerceactivities.Mainly clothing and fashion accessories are
  103. 103. According to a Forrester study, the conversionrate of Facebook-Commerce is lower than onother website and does not exceed 2% (for aCTR of 1%).To date the F-Commerce shops that turn aprofit are mostly artists’ pages that sell their
  104. 104. Social commerceMark Ellis, SYZYGY - The 6 dimensions of social commerce
  105. 105. 2 strategiesSocial commerce‣ Social media on e-commerce platforms ‣ Helping people connect where they buy‣ E-commerce on social media platforms ‣ Helping people buy where they connect
  106. 106. 6 toolsSocial commerce‣ Ratings & Reviews‣ Recommendations & referrals‣ Forums & communities‣ Social shopping‣ Group buy‣ Purchase sharing
  107. 107. 6 dimensions to successSocial commerce1. Scarcity - less is more (perceived value)2. Affinity - shop with like-minded people3. Reciprocity - pay back favors4. Popularity - follow the crowd5. Authority - follow the leader (experts)6. Consistency - one step at a time
  108. 108. An eMarketer study showed that customerswould stop the purchase process 2 times lesswhen videos were available.
  109. 109. Conclusions‣ It takes time for consumers to hop onto new technologies when it comes to purchasing.‣ While most companies are investing in Facebook, investing in other platforms could increase the return per consumer.
  110. 110. Combining everythingWhat are the key learnings?
  111. 111. E-commerce, and not solely for Belgium, is only atthe start of its possibilities. Fighting of the(foreign) competition and exploring (neighboring)cross-border sales could break open a real revenuestream.
  112. 112. But to do that, we need to arm ourselves. Finding asolution for delivery costs and increasing productrange are a great way to start the battle. Creativesolutions (for example mobile payment) wouldhelp to open up the market to the 29% ofconsumers not being able to buy online today!
  113. 113. Companies (and than maybe mainly in Walloniaand shops at the side of the road) are missing outbig time, by not embracing e-commerce. Not onlyare they seeing lesser growth and cross-bordersales, soon they will be suffering (even more) fromreplacement purchases towards other online shops.
  114. 114. Not only sales is ‘the’ reason to bet on online shops.The next generation is already comparing everyproduct and service first online before evenconsidering to purchase. And soon, they will hit themarket. For travel related products, onlineresearch is almost equally important as offline,and in a very short period, your sector will be next.
  115. 115. Why are Belgians buying online? Price? Yes, but tomake the difference, other drivers can really addvalue for your shop. Start of with convenience,both in time and delivery. Not only “we will deliverit to you soon” but “soon, within a chosentimeframe and at a chosen location”.
  116. 116. As Belgian consumers, we are always ‘late’ when itcomes to embracing new online technologies, butthat doesn’t mean you have to focus all your effortson Facebook. If you aim for quality over quantity,blogging, Youtube and Pinterest are at yourservice.
  117. 117. Don’t miss the out on mobile commerce. Amajority might say that aren’t willing to use thistechnology, but companies involved with thisopportunity are already seeing the (additional)revenue. And the impact of mobile commerce willonly grow.
  118. 118. We’ll make you awesomein e-commerceContact usinfo@wijs.bewijs.be
  119. 119. Main Resources being used• European commission, May 2012, Consumer Conditions Scoreboard – Consumers at home in the single market Monitoring the integration of the retail single market and consumer conditions in the Member States• Comeos and InSites Consulting, June 2012, E-commerce in Belgium• Comeos and InSites Consulting, June 2011, E-commerce in Belgium• Media planet, March 2012, E-commerce magazine• Indiegroup, August 2011,www.indiegroup.be/blog/ e-commerce-belgië-een-status• Comeos and Arthur D. Little, May 2012, Hoe zwart moet de handel het inzien? Witboek van de handel• Onderzoeks- en Informatiecentrum van de Verbruiksorganisaties, January 2012, Jongeren en de elektronische handel• Trendwatching.com, May 2012, (R)etail (R)evolution
  120. 120. Main Resources being used• Civic Consulting, September 2011,Consumer market study on the functioning of e-commerce and Internet marketing and selling techniques in the retail of goods• Eurostat, May 2012,Share of turnover from e-commerce• Mark Ellis, February 2011, The 6 dimensions of social commerce• Gregory Pouy, September 2011 The future of commerce• internetkassa.nu, Online verkopen België in cijfers• E-mail Brokers, 2012, Gebreken van de Belgische Internet-economie• The Boston Consulting Group, April 2011, Economy.be at the crossroads• consumerbarometer.eu• OECD, June 2008, The Future of the Internet Economy• United Nations, 2010, E-Government Survey 2010• BeCommerce: March 2012 BeCommerce Figures & Trends 2012
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