Situation ecommerceenbelgique2013

E-commerce

Belgium ��

Introduction
Without commerce, e is just a letter
For the third year in a row, we have conducted the most
comprehensive online survey of its kind. And year after year, we have
seen how online business is steadily growing. I don’t believe in the
e-commerce revolution – some devastating shock that will destroy
our shopping landscape, that will close all physical shops and turn
shopping malls into ghost cities.
Our survey shows that e-commerce is a process. Online shopping is
growing, we are convincing more and more people to try out the virtual
shopping experience.
But you’ll discover in this survey, just as we have, that there are some threats
we need to take seriously. There are issues with trust, with security. And people
turn to the brands they trust. Not only the household names that have always been
around – pure players are able to gain trust and reputation very fast.
A new development is that for the first time, price has taken over the number 1
position as main driver for e-commerce, becoming more important than comfort
and time. This could have a tremendous impact on the way retailers conduct their
business.

Dominique Michel,
Ceo Comeos

Comeos - E-commerce - Belgium 2013 | 3

Table of content
Objectives & methodology

4

E-commerce experience

10

Current online shopping behaviour

20

Online purchases

34

Download the full survey
on www.comeos.be

Colophon
Editing: Peter Vandenberghe

Sector focus

52

E-commerce trust & attitude

66

Internet fraud
E-commerce trends

Responsible editor: Dominique Michel
Graphic design: Apunta

74

80

Comeos vzw · E. Van Nieuwenhuyselaan 8 · 1160 Brussel
T 02 788 05 00 · F 02 788 05 01 · www.comeos.be
Prepared by:
Pieter De Vuyst, Research Manager, InSites Consulting
Dieter Thijs, Research Consultant, InSites Consulting
For:
Pieter Van Bastelaere

Background
Comeos represents Belgian commerce & services.
Our members are active in 18 sectors and sell to companies or
directly to consumers. Together they account for 11,2% of the
gnp and employ 400.000 people, making them the biggest
employer in the private sector. Comeos provides custom
services for its members and wants to encourage dynamic
businesses as a knowledge and networking platform.

Research questions
•
•
•

What is the online buyer’s profile?
Which products are bought online?
Which sectors have the highest potential?


Used symbols

Online questionnaire via Talktochange research community
Fieldwork: april 3rd 2013 - april 15th 2013
Scope: Belgium

A

Sample

Sig. Higher compared to other group (95%)

A

Method

Sig. Higher/lower than average (95%)

Sample screening

Comparisons with Comeos
‘E-commerce in België 2011’ &
‘E-commerce in Belgium 2012’

Age: 18-70
Online purchases experience in last 12 months

Same period of field (April 2011 & April 2012) and sample
composition to optimize comparability

N = 1062

Sample quota
Region: 60% Dutch , 40% French
Gender: 50% Men, 50% Women
Age: Representative for Belgian population

Used logo’s for sectors

57%

of the Belgian population has made an

online purchase in the last year.

59%

of the Belgian population has ever made

an online purchase.


Q: Did you buy new products or services via the Internet for personal purposes
in the past 12 months? We refer to ordering new, not second-hand, products or
services via an e-commerce website of a company (not via e-mail)?
2011

2012

45%

46%

PAST �� MONTHS

2013

57%

Of the Belgian population has made an online purchase in the last year

+13%

Penetration
Q: Have you ever bought new products or services via the Internet for personal
purposes? We refer to ordering new, not second-hand, products or services via an
e-commerce website of a company (not via e-mail)?

PURCHASED ONLINE LAST YEAR

2013

2012

2011

ONLINE POPULATION

70%

59%

58%

BELGIAN POPULATION*

57%

46%

45%

* Extrapolated to the Belgian population regarding the current internet-population (78%)


2011

2012

2013

52%

52%

59%

EVER

Of the Belgian population has ever made an online purchase

+7%

Penetration
Q: Have you ever bought new products or services via the Internet for personal
purposes? We refer to ordering new, not second-hand, products or services via an
e-commerce website of a company (not via e-mail)?

EVER PURCHASED ONLINE

PURCHASED ONLINE LAST YEAR

2013

2012

2011

2013

2012

2011

ONLINE POPULATION

75%

67%

66%

70%

59%

58%

BELGIAN POPULATION*

59%

52%

52%

57%

46%

45%

* Extrapolated to the Belgian population regarding the current internet-population (78%)


Penetration (proﬁle)
Q: Have you ever bought new products or services via the Internet for personal purposes? We refer to ordering new, not
second-hand, products or services via an e-commerce website of a company (not via e-mail)?
2012
GENDER

Male
Female

LANGUAGE

Dutch
French

AGE

18-27
28-43

60%
62%

53%
46%

57%

55%

48%

48%

61%

56%

56%

56%

55%
50%

62%

2011

59%

59%

58%

44-59

49%

45%

60+

INCOME

56%
55%

42%

43%

50%

48%

57%

57%

60%

73%

Less than € 2500
€ 2500-3500

58%
66%
72%

More than € 3500

Sign. difference (95%)

Share of ‘older’
online buyers
increases – last ones
to be convinced

Roger’s Innovation Adoption Curve
“Trying to convince the mass of a new idea is useless. Convince innovators and
early adopters ﬁrst.”

REMEMBER THIS SLIDE?
2012
2013

“The late majority is about to
use e-commerce websites for
purchasing 1st hand products
and services. E-commerce
becomes a worthy alternative
for ofﬂine retail activities.”
Innovators
2.5 %

Early adopters
13.5 %

Early majority
34 %

Late majority
34 %

Laggards
16 %


Barriers
Q: What are the 3 main reasons why you did not purchase products or services online?
2012

2013
Because I want to see it/try it before deciding to buy and that is not possible
with e-commerce

37%
31%

Because I have serious doubts concerning the security level of online purchases/orders

24%

Because I don’t have or don’t want to use a credit card

22%

Because I don’t like to give my personal data on the Internet
Because I want to talk to a shop assistant/dealer when I want more information on a
product or service

20%

2011

41%

37%

30%

36%

29%

27%

23%

31%

23%

22%

Because I want to see whether items are in stock in a physical shop

19%

15%

15%

Because I have to be home when the products are delivered

19%

16%

16%

23%

23%

11%

8%

9%

7%

7%

7%

9%

7%

3%

5%

0%

2%

3%

4%

17%

Because I have access to all the products/services I need in physical shops

11%

Because I don’t have sufficient Internet experience yet

10%

Because I have a wider selection of products/services in the real world

8%

Because prices aren’t lower on the Internet

6%

Because there is more product information available in the real world
Because I have experienced too many failed attempts to order/purchase something
online
Because purchasing/ordering online is something I prefer to do at home
and I don’t have a computer at home
Other reason
N = 456 / F = Only if never purchased online before

5%
2%
3%

Current online
shopping behaviour

24%
8%

makes monthly purchases.

That is an

increase.

On average, we spend more than

2.000

euros a year - online.


Experience
Q: When did you ﬁrst buy something via the Internet (for personal purposes)?
2012

13%

1 to 2 years ago

23%

3 to 4 years ago

16%

5 to 6 years ago

10%

7 to 10 years ago

More than 10 years ago

I do not remember

N = 1062 / F = None

5%

7%

21%

26%

12%

26%

In the past 12 months

2011

14%

22%

24%

18%

19%

11%

8%

6%

4%

9%

6%

1 out of 4 online
buyers made the ﬁrst
purchase in the last
12 months

Q: How frequently do you buy something via the Internet (for personal purposes)?

MONTHLY PURCHASES
2011

2012

2013

24%
17%

16%


Frequence
Q: How frequently do you buy something via the Internet (for personal purposes)?
2012
Weekly

2%

20%

Monthly

30%

Every 1 to 3 months

23%

Every 3 to 6 months

18%

Every 6 to 12 months

Less than once a year

N = 1062 / F = None

6%

2%

14%

4%

2011

15%

30%

31%

24%

22%

23%

20%

7%

10%

The frequency of
online purchases
increases

Q: How much did you spend online in the past month?

AVERAGE SPENDING PER MONTH
2011

2013

€ 163
€ 130

2012

€ 170



MORE THAN € 100 PAST MONTH
2011

2012

2013

43%

45%

47%

Current online shopping behaviour

2012
Less than € 20

Average 2013
€ 170 / month
(€ 2.040 / year)
Between € 20 and € 49

Average 2012
€ 163 / month
(€ 1.944 / year)

Average 2011
€ 130 / month
(€ 1.560 / year)

More than € 150

N = 1062 / F = None

35%

22%

13%

12%

16%

19%

20%

19%

10%

17%



26%

16%

2011

13%

32%

30%


Q: Do you spend less or more now than you did 1 year ago?

SPENDING BEHAVIOUR COMPARED TO LAST YEAR

A lot more

4%

36%
32%

More

45%

Equally much

11%

Less

14%
A lot less

No idea

3%

5%


SPENDING BEHAVIOUR COMPARED TO LAST YEAR
2011

29%

13% spends more
online

2012

29%

2013

36%


Evolution budget

2012
A lot more

2%

32%

More

45%

Equally much

11%

Less

A lot less

No idea

N = 1062 / F = None

3%

5%

3%

27%

4%

2011

26%

49%

48%

13%

13%

3%

2%

7%

8%

Q: To what extent do these purchases via the Internet replace ofﬂine purchases?

BUYING BEHAVIOUR - EQUALLY NEW AS REPLACEMENT
2011

27%

2012

2013

29%

32%


Substitution offline purchases
Q: To what extent do these purchases via the Internet replace offline purchases?

2012
Not at all, these are

15%

Not really, these are mainly

21%

new / extra purchases

These are often new / extra purchases as

32%

replacement of previous offline purchases

Rather, these are mainly replacements

25%

of previous offline purchases

Totally, these are replacements
of previous offline purchases

N = 1062 / F = None

6%

20%

21%

16%

new / extra purchases

2011

22%

29%

27%

26%

23%

9%

8%

Online still doesn’t
replace offline
purchases

52%
89%

bought food more than 5 times.

of buyers will buy again

in the next 12 months.


Online purchases
Current purchase new products
Q: Which new products or services did you buy via the Internet (for personal
purposes) in the past 12 months?

Clothing / shoes
Hotel / Overnight stay
Event tickets
Boat, plane or train tickets
Books
Computer, hardware and software
Personal care products
Electronic appliances
CD / DVD / Blu-ray / Games
Telecom
Household appliances
Toys
Fun fair tickets
Pharmaceutical products
Digital music
Furniture and home decoration
DIY and garden products
Sports products
Food
Films or TV series in digital format
Prepared food
Cars, motorbikes, bicycles
Other
N = 1062 / F = None

46%
38%
31%
31%
30%
23%
21%
20%
18%
16%
15%
14%
12%
10%

Fashion
Books
Entertainment

9%

Telecom

9%

Health & Beauty

8%

Interior

8%

Nutrition

6%

Sports

5%

DIY

4%

Toys

3%
12%

Other

Clothing & shoes
most popular item –
for the ﬁrst time!

Online purchases
Current purchase new products - Evolution

0%

This is an evolution,
no revolution: minor
shifts in shopping
behaviour
N = 1062 / F = None

Clothing / shoes
Event tickets
Books
Telecom
Toys
Fun fair tickets
Sports products
Digital music
Food
Prepared food
Other

10%

20%

30%

40%

50%

Bought more:
• Clothing / shoes
• Personal care products
• Pharmaceutical products
• Sports products toys

Bought less:
• Even tickets
• CD / DVD / etc.
• Digital music

2011

2012

2013


Online purchases
Frequence current online purchases
Q: Please indicate how often you bought the following new products via the
Internet (for personal purposes) in the past 12 months.
MORE THAN
5 TIMES
Food

52%

Digital music

28%


26%

Prepared food

26%


20%

Clothing / shoes

20%

Books

17%


13%

Telecom

13%


12%

Toys

11%


8%


8%


8%

Event tickets

7%


7%

Sports products

6%


6%


4%

Fun fair tickets

4%


2%


0%

N = min 33 (cars, motorbikes/bikes) / F = if purchased online

Online purchases
Frequence current online purchases - Evolution
Q: Please indicate how often
 you bought the following new products via the
Internet (for personal purposes) in the past 12 months (more than 5 times).

    
Q: Please indicate how often you bought the following new products via the Internet (for personal
purposes) in the past 12 months (More than 5 times)

0%
0%

Food is the most
important recurrent
purchase
N = 1062 / F = None

Food
Food
Digital music
Digital music
Films or Films or TVin digitaldigital format
TV series series in format
Prepared
Prepared foodfood
CD DVD / Bluray / Games
CD / DVD // Blu-ray / Games
Clothing / shoes
Clothing / shoes
Books
Books
Telecom
Telecom
Toys Toys
EventEvent tickets
tickets
Hotel / Overnight stay stay
Hotel / Overnight
SportsSports products
products
Fun fair tickets
Fun fair tickets

10%
10%

20%
20%

30%
30%

40%
40%

50%
50%

60%
60%

Food is the most
important recurrent
purchase

2011

2012

2013


% Purchased last 12 months

Specials

Volume
generator

Bought by many people,
on an non-frequent base.

Bought by many people, on a
frequent base. This combination
generates a high volume.

Low current volume.

Although not many people buy
these products, those who do buy them,
do so a lot, this makes these products
real niche-products.

No volume

Niche

Buying frequence

% bought more than 5 times last year

Online purchases
Quadrant
Q: Please indicate how often you bought the following new products via the
Internet (for personal purposes) in the past 12 months.

Specials

Average frequence

Volume
generator

Clothing / shoes

% Purchased last 12 months


Books and Clothing
& Shoes are the major
volume generators

Event tickets

Books

Computer, hardware
and software

CD/DVD/Blu-ray/Games
Telecom
Toys

Fun fair tickets
Sports products
Furniture and
home decoration

No volume


Average
penetration

Digital music

Prepared food

Buying

Food

Niche


Online purchases
Future intention to buy
Q: Do you expect to buy the following products more or less in the future?
Top 2
score
Total

23%

Food

33%

Books

26%

Entertainment

24%

Fashion

23%

Telecom

23%

Electro

20%

Toys

18%

Sports

15%

Interior

14%

Health & Beauty

13%

DIY & Garden

12%

Other

26%

N = min 44 (Toys) / F = if purchased online

Online purchases
Quadrant methodology

% Bought last 12 months

Stabilising

A lot of consumers buy
these products, but
growth is low.

Averange
frequence

Booming

A lot of consumers buy these products
already, and plan to do so more often in
the future.

Average
penetration
Few consumers buy
these products, and
plan to do so less often
in the future.

Few consumers buy these products, but
they intend to do so more often in the
future.

Latent

Potentials

Intention to buy

Top 2 – bottom 2 scores


Online purchases
Quadrant methodology

Average
frequence

Stabilising

Booming
Clothing / shoes


% Bought last 12 months

Boat, plane or
train tickets

Event tickets

Books
Computer, hardware
and software

CD/DVD/Blu-ray/Games


Telecom
Toys

Sports products
Digital music DIY and garden products
Food
Cars, motorbikes,
bicycles

Films or TV series
in digital format

Latent

Intention to buy

Average
penetration

Fun fair tickets

Prepared food

Potentials

Top 2 – bottom 2 scores

Telecom, Toys and
Fun fair tickets are
high potentials

Online purchases
Future intention to buy
Q: How likely are you to purchase other new products or services on the
Internet in the future?
2012

38%

Certainly

51%

Probably

9%

Neutral

Probably not

Online buyers
remain loyal to
e-commerce
N = 1062 / F = None

Certainly not

2%

0%

}

2011

41%

31%

89%

89%

84%

48%

53%

9%

13%

2%

2%

0%

0%


Online purchases
Intention to buy next 12 months
Q: Which of the following products would you consider purchasing online in the
coming 12 months?

Clothing / shoes
Event tickets
Books
Fun fair tickets
Telecom
Toys
Digital music
Sports products
Food
Prepared food
Other
N = 1062 / F = None

51%
48%
45%
42%
39%
26%
25%
23%
22%
22%
20%
18%
17%
13%
12%
12%
11%
10%
9%
9%
5%
5%
5%

It can be expected
that clothing/shoes
will become even
more popular in the
future

Online purchases
Intention to buy next 12 months - Evolution
coming 12 months?

0%

CD/DVD and digital
music less considered
N = 1062 / F = None

Clothing / shoes
Event tickets
Books
Fun fair tickets
Telecom
Toys
Digital music
Sports products
Food
Prepared food
Other

10%

20%

30%

40%

50%

60%

70%

Consider more to buy:
• Clothing / shoes
• Personal care products
• Pharmaceutical products
• Sports products toys
• Household appliances

Consider less to buy:
• CD / DVD / etc.
• Digital music

2011

2012

2013


Online purchases
Evolution new products
coming 12 months?
0% 10% 20% 30% 40% 50% 60% 70%

Clothing / shoes
Event tickets
Books
Telecom
Toys
Fun fair tickets
Sports products
Digital music
Food
Prepared food
Other
N = 1062 / F = None

Past 12 months

Coming 12 months

Online shoppers
don’t change their
behaviour

Online purchases
Information search
Q: To what extent have you looked for information before buying the following
products online?

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

People keep looking
for information online,
even when they don’t
purchase the item
N = 1062 / F = None

Sports products
Fun fair tickets
Telecom
Event tickets
Prepared food
Toys
Books
Clothing / shoes
Digital music
Food
Other

Ofﬂine search 2013
Online search 2013
No search 2013
Online search 2012
Online search 2011

Price has become the most important motivator for
online shoppers

… but not for all sectors.
For

Food, the 24/7 availability and time-saving are

the main drivers.


Sector focus
Drivers for E-commerce - Evolutions

Time & Convenience
Money

Q: What are the 3 main reasons why you bought
this product online?

Purchase Management

PERCEIVED AS IMPORTANT

% CONSUMERS WHO INDICATE THIS AS A TOP 3 DRIVER
0%

10%

20%

30%

40%

43%

Because I can find products and services at lower prices

42%

Because it saves time
35%

Because it gets delivered to my door

34%

Because I get access to special discounts, promotions...

33%

Because I’m able to shop 24 hours a day
24%

Because I have a wider selection of products/services online

23%

Because I can compare and review different products/services
16%

Because I avoid crowds
Because there is more product information online

15%

Because I get access to products/services that aren’t available in my country

14%
2011
12%

Because I can see whether items are in stock
Other reason
F = Have bought before

4%

2012
2013

Sector focus
Electro & entertainment:
low prices become main drivers

Drivers for E-commerce (details 1/2)
Q: What are the 3 main reasons why you bought this product online?


0%

10%

20%

30%

40%

50%

60%

43%


42%

35%


34%


33%

24%


23%

16%


15%


Total
Telecom
Electro
DIY & Garden

14%


12%

Other reason
N = 41 up to 405 per sector / F = Have bought before

Fashion
Entertainment
Health & Beauty

4%



Sector focus
Drivers for E-commerce (details 2/2)
Q: What are the 3 main reasons why you bought this product online?


0%

10%

20%

30%

40%

50%

60%

43%


42%

35%


34%


33%

24%


23%

16%


15%


Total
Food
Interior
Books

14%


12%

Other reason

Sports
Toys
Other

4%


58 | Comeos - E-commerce in België - 16 mei 2011

Sector focus
Purchase amount
Q: How much money did you spend at your most recent online purchase?

ON AVERAGE ONLINE SHOPPERS SPEND

€ 165 (PREVIOUS WAVE = € 187)
332

Interior

324

Other
272

Electro
157

DIY & Garden

146

Food
106

Sports
89

Fashion
62

Health & Beauty
Telecom
Toys

Highest spending for
Interior and Electro

55
49

Entertainment

43

Books

43



Sector focus

Customers become less satisﬁed
with online shops. Biggest drops
in satisfaction for Food, Fashion,
Entertainment and DIY & Garden

Website satisfaction
Q: How satisﬁed were you with using the e-commerce website
after your most recent online purchase?

Top 2
score
2013

Top 2
score
2012

Top 2
score
2011

Total

81%

85%

82%

Toys

93%

91%

Not
measured

Interior

85%

80%

78%

Books

84%

88%

88%

Sports

83%

75%

72%

Entertainment

82%

87%

81%

Electro

80%

84%

83%

Health & Beauty

80%

83%

83%

Telecom

79%

71%

72%

Fashion

79%

87%

83%

Food

71%

87%

84%

65%

82%

73%

DIY & Garden
Very dissatisfied

Rather dissatisfied

Neutral

Rather satisfied

Very satisfied



Sector focus
Website Recommendation
Q: How likely are you to recommend ‘website’ to a friend, on a scale from 0 to 10?
NPS
2013

2012

2011

Total

22

34

21

Food

42

40

41

Books

34

39

24

Toys

30

40

Not
measured

Entertainment

26

42

24

Sports

25

52

2

Fashion

18

25

18

Electro

18

37

25

Health & Beauty

12

39

37

Telecom

11

9

3

Interior

10

5

6

DIY & Garden

0

41

9


Sector focus
Drivers website - Evolutions
Q: Why did you use ‘website’ for your online purchase?

PERCEIVED AS IMPORTANT IN THEIR EXPERIENCE

0%

10%

20%

30%

40%

35%

Price
14%

Satisfaction with previous experiences
Product selection and availability

8%

Quick delivery

8%
7%

Trust and safety
User-friendliness of the website

6%

Accidental – just where I found it

6%

Low shipping costs

4%

Recommended by a friend

3%

Completeness of the product information

3%

Return or guarantee policy

3%

2011
2012
2013

Other reason

4%

Sector focus
Payment method - Evolutions
Q: How did you pay for it?

Credit cards still most
popular payment – but it loses
importance to Bank cards

TRANSACTION PAYMENT METHOD
0%

Online – Credit card (Visa, Mastercard, American Express...)

10%

20%

30%

40%

50%

40%

Online – Bank card (Bancontact /Mister Cash)

22%

Offline – Bank transfer

14%

Online – PayPal

9%

Offline – By card (credit card, bank card, Proton)
at the point of sale

3%

Offline – Cash at the door

2%

Offline – Cash at the point of sale

2%

Offline – By card (credit card, bank card, Proton)
at the door

1%

Offline – Cheque

0%

Offline – SMS payment

0%

2011
2012
2013

Online – Other
Offline – Other

3%
1%


Sector focus

70 % of customers want
home delivery

Delivery preference - Evolutions
Q: How do you prefer your online purchases ‘product sector’ to be delivered?

DELIVER PLACE
0%

30%

40%

50%

60%

70%

15%

Pick-up at pick-up point

Delivery at work

20%

70%

Home delivery

Pick-up at the shop

10%

7%

4%

Pick-up in a locker (sealed container to be opened with a code)

0%

Other

1%

2011
2012
2013

Does not matter to me

2%


Sector focus

… and they don’t want
to pay for delivery
convenience

Delivery time - Evolutions
Q: When should it be possible to have
‘product’ delivered?
HOUR
0%

Between 9.00 and 18.00 will do,
if I don’t have to pay anything extra

It should be possible between 8.00 and 20.00,
even if I have to pay something extra

It should be possible 24h/7,
even if I have to pay extra

10%

20%

30%

40%

50%

60%

70%

80%

82%

12%

6%
2011
2012

DAYS OF THE WEEK
Also on Sunday,

2013

5%

During the week is sufficient,
if I don’t have to pay anything extra

Also during the weekend,
N = 41 up to 405 per sector/ F = Have bought before

85%

10%

90%


Sector focus

1 out of 4
expects free delivery

Delivery price - Evolutions
Q: How much are you willing to pay for the delivery of the ‘product’ you buy
online?
COST OF DELIVERY

0%

30%

40%

19%

29%

Between 4 and 7.5 Euros

Between 7.5 and 10 Euros

20%

26%

Free shipping

Less than 4 Euros

10%

11%

2011
2012
2013

More than 10 Euros

N = 41 up to 405 per sector/ F = Have bought before

15%


60%
6% drop.

Trust might become an issue:
faith in e-commerce, that is a

Consumers prefer Belgian websites

‘they know’.

has


E-commerce trust
Q: To what extent do you agree with the following statements? (Top 2 scores)
2012

2011

I would only purchase products and/or services
on familiar and reliable sites

69%

77%

74%

I find it important for an e-commerce website
to be certified by an independent body

68%

74%

69%

68%

62%

66%

59%

57%

48%

52%

46%

39%

39%

I find a transfer a reliable method of payment
for an online purchase

63%

I have faith
in e-commerce

60%

I find it safe to pay for an online purchase
with a credit card (VISA, MasterCard…)

49%

I am open to purchasing a broad range of products
and/or services online

45%

I frequently purchase products and/or
services online

42%

I am open to purchasing products from other Internet
users on the Internet (e.g. on classified websites…)

35%

30%

29%

I have no inhibitions when it comes to buying
products and/or services online

34%

37%

31%

20%

19%

11%

13%

I would also buy products and/or services
on websites I do not know
I would also buy expensive, risky products
N = 1062 / F = None

21%
14%

Faith in e-commerce
decreases by 6%; trust
in credit card payment
by 8%

E-commerce trust
(detail)

2013

2012

Evolution
2012-2013

I would only purchase products and/or services
on familiar and reliable sites

69%

77%

–8%

I find it important for an e-commerce website to
be certified by an independent body

68%

74%

–6%

I find a transfer a reliable method of
payment for an online purchase

63%

68%

–5%

I have faith
in e-commerce

60%

66%

–6%

I find it safe to pay for an online purchase
with a credit card (VISA, MasterCard…)

49%

57%

–8%

I am open to purchasing a broad range of

45%

52%

–7%

I frequently purchase products and/or
services online

42%

39%

3%

I am open to purchasing products from other Internet
users on the Internet (e.g. on classified websites…)

35%

30%

5%

I have no inhibitions when it comes to buying

34%

37%

–3%

I would also buy products and/or services
on websites I do not know

21%

20%

1%

I would also buy expensive, risky products

14%

11%

3%

I prefer an online purchase with a purely
online website without ofﬂine counterpart

14%

N = 1062 / F = None


E-commerce attitude
2012
I prefer an online purchase via a Belgian website
to one via a foreign website

50%

I think foreign websites for online purchases are
less reliable than Belgian websites

32%

2011

47%

46%

29%

28%

I prefer delivery by mail

39%

34%

39%

I prefer delivery by courier

39%

38%

36%

31%

26%

38%

34%

30%

I prefer delivery via pick-up point

35%

I prefer online payments to offline payments

I prefer a purely online website without
offline counterpart
I prefer an online purchase with a purely online website
without offline counterpart
N = 1062 / F = None

26%
14%

22%

21%

11%

13%

50% of online
consumers prefer
Belgian websites

E-commerce attitude
(detail)
2013

2012

Evolution
2012-2013

I prefer an online purchase via a Belgian website
to one via a foreign website

50%

47%

3%

I think foreign websites for online purchases are
less reliable than Belgian websites

32%

29%

3%

I prefer delivery by mail

39%

34%

5%

I prefer delivery by courier

39%

38%

1%

I prefer delivery via pick-up point

30%

31%

–1%

I prefer online payments to offline payments

35%

38%

–3%

I prefer a purely online website without
offline counterpart

26%

22%

4%

I prefer an online purchase with a purely online
website without offline counterpart

14%

11%

3%

N = 1062 / F = None


11%

has been exposed to internet fraud.


Internet fraud
Exposure
Q: Have you been confronted with Internet fraud related with your purchase of
new products or services on the Internet in the past 12 months?
2013

4%

EVOLUTION

14%
7%

12%
10%
8%

89%

6%
4%
2%
0%

Yes, several times

N = 1062 / F = None

Yes, once

No

2011

2012

2013

Internet fraud
Type of fraud
Q: What is the best description of this internet fraud?

2012
34%

Payment fraud (e.g. hacked payment website)

25%

Conscious faulty information on the website

2011

49%

40%

17%

35%

Wrong / damaged / incomplete / missing delivery

Main issues
are: misguiding
information on the
website and ‘fraud’
concerning return
shipments
N = 101 / F = Confronted with internet fraud in past 12 months

20%

25%

28%

Fraud concerning return shipment

20%

7%

11%

24%

12%

Other

15%


Internet fraud
Fraud handling
Q: Who solved this internet fraud?

2012

The company

The supplier

Other

The internet fraud has not been solved

N = 101 / F = Confronted with internet fraud in past 12 months

17%

26%

22%

22%

13%

15%

17%

11%

17%

38%

18%

26%

The bank

2011

19%

29%

32%

E-commerce trends & attitude
Q: To what extent are you willing to use the following new technologies in the
coming 12 months?
Top 2
score
2013

Top 2
score
2012

Top 2
score
2011

47%

42%

38%

33%

28%

27%

Using location-based services (e.g. offers
of shops in the vicinity of your
mobile phone / smartphone)

24%

20%

21%

Using a mobile site or application
on the smartphone for mobile purchases
whilst on the road

17%

15%

15%

All new trends and new technologies gain popularity
Using group discount websites (e.g. Groupon,
which offers a unique daily deal via a website)

Using social media (e.g. Facebook and
word of mouth advertising to get a price
reduction for my online purchases)

N = 1062 / F = None

E-commerce trends & attitude
Q: To what extent do you agree with each of the following statements?

Customers want access to
back-office to check availability
and tracking

Top 2
When I order an product online or have
a repair done online, I would like to follow
its status on the Internet

77%

Before going to the shop to buy a product,
it should be possible to consult online whether
the product is available

70%

When I shop online, I mainly do so by targeting
specific purchases because I am looking for
something, not for fun

54%

When I go shopping (e.g. in the city, in a shopping centre),
I am mainly doing so by targeting specific purchases
because I am looking for something, not for fun)

50%

The offer of the online webshop and the offline
shop of a same chain are well adapted to
each other

37%

Belgian fashion shops / chains are less advanced in
Internet applications (e.g. online purchases) than
our neighbouring countries

36%

The service given by an online webshop and an
offline shop of the same chain are well adapted to
each other

36%

The experience I have with online web shops
and the offline shop of the same chain is identical

30%

N = 1062 / F = None

Situation ecommerceenbelgique2013

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