Central Europe B2C E-Commerce Report 2011 Key Findings

Central Europe B2C E-Commerce Report 2011

August 2011

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RESEARCH ON INTERNATIONAL MARKETS
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e 2011
u r op eport
Cen tral E merce R
m
E- C o
B2C

August 2011

Publication Date
August 2011
Language
English
Format
PDF & PowerPoint
Number of Pages/Charts
148
Covered Countries
Germany, Austria, Switzerland
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Key Findings
Covering Germany, Austria & Switzerland

• Germany has the largest online population in the EU, as there were more than 50 million German Internet
users in late 2010.

• The share of Internet pure players on total distance sales in Germany is projected to increase to more than
one quarter in 2015.

• In 2010, the most ordered products in Austrian B2C E-Commerce were “Books, Magazines, Newspapers,
E-Learning”, followed by “Clothing, Sports Equipment”.

• B2C E-Commerce accounted for approximately 60% of total home-shopping sales in Austria between May
2010 and April 2011.

• In Switzerland, 2010 B2C E-Commerce sales increased by more than +50% vs. 2009.

• he number of Internet users in Switzerland reached more than 5 million in 2010, accounting for almost
T
80% of the total population.

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Table of Contents (1 of 3) - Germany
1. Trends 5. Users / Shoppers
• B2C E-Commerce Trends in Germany; including Sales, • Development of Internet Users (millions) and its Per-
in GBP billion, 2010-2011f centage of Country Population in Germany,2001-2011
• E-Commerce Payment Trends; incl. average • Development of Internet Users (millions) and its
Transaction Value in Germany, in EUR, 2009-2010 Percentage of Country Population in Germany, 2009-
• B2C E-Commerce and Distance Sales by Sales 2015f
Channel in Germany, in EUR billion, 2009-2015f • Individuals in Europe using the Internet, by Country
incl. Germany, in %, 2008-2010
• Share of People who use the Internet to research for
Products in Germany, by Frequency and by Category, • Internet and Broadband Household Penetration by
in %, 2010 Country incl. Germany, by Households, in %, 2008-
2010
• Reasons to research for Products Online in Germany,
in %, 2010 • Total Broadband Subscribers in Germany, compared
to USA and the OECD Average, 2006-2010
• Ways to search for Product Information Online in
• Total Broadband Subscribers per 100 Inhabitants in
Germany, in %, 2010
Germany, comp. to USA and OECD Avrage,2006-2010
• Payment Methods offered in Online Shops in
• Broadband Subscribers in Germany, by Access Tech-
Germany, in %, October 2010 nology, compared to the OECD Average in %, 2010
• Share of Returns of German Online Retailers, in %, • Development of Online Shoppers in Germany, in
2010 millions, 2005-2010
• Market Share of Postal Companies regarding Online • Share of Internet Shoppers in Germany, compared to
Shops in Germany, in %, 2010 the EU27 Average, in %, 2005-2010
• Offered Online Shop Features in Germany, in %, • EU Comparison of Online Shopper Penetration, in %
October 2010 of Population, 2010
• E-Book Market Trends in Germany, 2011 • Internet Shoppers in Germany by Age Groups, in %,
• Market Share of Offline Bookstores vs. Online 2010
Bookstores in Germany, in %, 2007-2010 • Penetration of Online Shoppers in Germany, by Age
Group and Gender, in % of Population, 2010
• Usage of Social Commerce Features in Germany, in
%, October 2010
6. Players
• Internet Usage Trends in Germany, 2010/2011
• Mobile Internet Access Penetration in Europe incl. • Leading Shopping Sites in Germany, by Online Sales,
Germany, by Country, in %, 2010 in EUR million, 2009
• M-Commerce Sales Outlook in Germany, in EUR • Most popular Online Shopping Websites in Germany,
billion, 2014f by Number of Online Shoppers, 2010
• Frequently Used M-Commerce Features, by • Facts about Amazon.de
Smartphone Users in %, 2010 • News about Amazon.de, 2011
• Facts about OTTO.de
2. Sales • News about OTTO.de
• Facts about Conrad.de
• Total Retail, Distance Selling and B2C E-Commerce • Facts about Neckermann.de
Sales in Germany, in EUR billion, 2006-2010
• Facts about Weltbild.de
• B2C E-Commerce Sales of Goods in Germany, in
EUR billion, 2006-2011f • Facts about Notebooksbilliger.de
• Facts about Redcoon.de
3. Shares • Facts about Buch.de, 2011
• Facts about eBay.de
• B2C E-Commerce Share on total Retail and • Usage and Market Shares of Private Shopping Clubs in
Germany, in %, 2010
Distance Sales, in %, 2006-2010
• Major Shopping Clubs in Germany, by Members and
Visitors, October 2010; Characteristics of Shopping
4. Products Club Members vs. Internet Users in Germany, in %,
2010
• Types of Goods and Services bought online in • Overview of Shopping Clubs in Germany, 2010
Germany, in %, 2010 • Sales of selected Shopping Clubs in Germany, in EUR
• Types of Goods and Services bought online in million, 2009
Germany, by Age Groups, in %, 2010 • News about Brands4friends.de, 2010
• Product Category Ranking for German B2C • Group Shopping Sites in Germany, 2011; including
E-Commerce by Online Shoppers, in million, 2010 Ranking by Unique Visitors, in thousands, June 2011
• Top 5 Product Categories ordered online in Germany, • News about DailyDeal.de, 2011
by Age Groups, in %, 2010 • News about CooleDeals.de/QypeDeals.com, 2011



Table of Contents (2 of 3) - Austria
1. Management Summary 6. Users / Shoppers

2. Trends • Development of Internet Users and its Percentage of
Country Population in Austria 2000-2011
• Internet Usage Trends in Austria, 2011; incl. Usage at • Internet Users, by Age Group in Austria, in %, 2003-
Home, in %, 2001, 2006 & 2011 2010
• Internet Users, by Age Group and Gender in Austria,
• Penetration of Internet Users in Austria and CEE in %, 2003-2010
countries, as % of the adult Population, July 2010
• Individuals in Europe using the Internet, by Country,
• Internet Usage in Austria by Category, in % of in %, 2008-2010
Internet Users, Q1 2010 & Q1 2011
• Internet and Broadband Household Penetration, by
• Preferred Types of Online Shops in Austria, Germany Households, in %, 2008-2010
and Switzerland, in % by Country, March 2010 • Share of Households with Internet Access in Austria,
• Reach of Retail Sites in Austria and European
by Province, in %, 2010
Countries, January 2010 & January 2011 • Share of Households with Broadband Internet Access
• Sources on which Shoppers in Austria rely before in Austria, by Province, 2010
making a Purchase, in %, March 2010 • Broadband Subscribers in Austria, compared to
• Order Form of Online Purchases in Austria, in % of Germany, USA and the OECD Average, 2006-2010
Population, Q1 2011 • Total Broadband Subscribers per 100 Inhabitants in
• Online Travel Trends in Austria, 2010; incl. Sales, in Austria, compared to Germany, USA and the OECD
EUR million, 2009-2010 Average, 2006-2010
• Broadband Subscribers in Austria, by Access
• Online Food Retail Trends in Austria, 2010
Technology compared to the OECD Average in %,
• Mobile Internet Access Penetration in Europe, by 2010
Country, in %, 2010 • EU Comparison of Online Shopper Penetration, in %
• Social Networks in Austria by Platform, in % of of Population, 2010
Internet Users, Q1 2010 & Q1 2011 • Online Shopper Penetration in Austria, in % of total
Population, 2003-2010
• Online Shoppers in Austria, by Age Group, in %,
3. Sales 2003-2010
• Online Shoppers in Austria, by Age Group and Gender,
• B2C E-Commerce Sales in Austria (estimated), in in %, 2003-2010
EUR billion, 2011

7. Players
4. Shares
• Facts about OTTO Versand Austria
• News about Unito / OTTO Versand Austria:
• B2C E-Commerce Share of Home-Shopping Sales M-Commerce, 2011
in Austria, in %, 2011 • Facts about Neckermann Austria
• B2C E-Commerce Share of Retail Sales in Austria, • News about the E-Commerce Activities of C&A in
in %, 2011 Austria, 2010
• News about the E-Commerce Activities of Zara in
Austria, 2010
5. Products • News about the E-Commerce Activities of Hugo Boss
in Austria, 2011
• Purchased Online Product Categories in Austria, in %, • News about E-Commerce / Online Travel Activities of
2010 Opodo in Austria, 2011
• Purchased Online Product Categories in Austria, by • Selected Shopping Clubs in Austria, 2011
Age Groups, in %, 2010 • News about the Group Shopping Sites Groupon and
• Purchased Online Product Categories in Austria, by DailyDeal in Austria, 2011; incl. Unique Visitors, June
Age Groups and Gender, in %, 2010 2011



Table of Contents (3 of 3) - Switzerland
1. Management Summary 6. Users / Shoppers
• evelopment of Internet Users and Penetration in
D
2. Trends
Switzerland, in million and %, 2000-2010
• 2C E-Commerce Trends in Switzerland, 2010;
B • egular Use of the Internet by Age Groups in
R
incl. Growth of Sales by Category, in %, 2010 Switzerland, in %, April-September 2010
• nline Shopper Trends in Switzerland,
O • nternet Users in Switzerland, in % of Population,
I
December 2010 by Gender and by monthly Income, April-September
2010
• referred Types of Online Shops in Switzerland,
P
• hare of Internet Shoppers on the total Population,
S
Austria and Germany, in % by Country, March 2010
in %, 2008 & 2010
• ources on which Swiss Shoppers refer before
S
• nternet Shoppers in Switzerland by Age Groups,
I
making a Purchase, in %, March 2010
in % of Internet Users, 2010
• ffered Payment Options in Swiss Online Shops,
O • otal Broadband Subscribers in Switzerland, compared
T
in %, September 2010 to Germany, USA and the OECD, 2006-2010
• elivery Surcharges of Swiss Online Shops,
D • roadband Subscribers per 100 Inhabitants in
B
by Product Category, in %, July 2010 Switzerland, compared to Germany, USA and the
• ctivities of Swiss Internet Users, in %,
A OECD Average, 2006-2010
March-May 2010 • roadband Subscribers in Switzerland, by Access Tech-
B
• ayment Methods in Swiss Distance Selling,
P nology compared to the OECD Average in %, 2010
including B2C E-Commerce, in %, 2010
• obile Internet Usage Trends in Switzerland,
M
September 2010 7. Players
• eading B2C E-Commerce Players in Switzerland;
L
by Unique Visitors (Users) and Audience Reach,
June 2011
3. Sales • eading B2C E-Commerce Players for different
L
Categories in Switzerland, by Unique Visitors
• evelopment of B2C E-Commerce, Distance and
D (Users), in thousands, June 2011
Retail (2006-2010) Sales in Switzerland, in CHF billion,
• 5 Swiss Online Shops, ranked by Points of
1
2009-2010
Quality, January-April 2010
• eading Group Shopping Sites in Switzerland, by
L
Unique Visitors (millions) and Audience Reach (%),
June 2011
4. Shares • acts about Media Goods Online Shop Weltbild.ch
F

• 2C E-Commerce Share on total Retail and Distance
B • acts about Online Supermarket LeShop.ch, 2011;
F
incl. Sales of LeShop.ch, in CHF million, 2006-2010
Sales in Switzerland, in %, 2009-2010
& H1 2011
• acts about Online Bookstore Exlibris.ch
F
• acts about Group Shopping Site DeinDeal.ch; incl.
F
Sales, in CHF million, 2010-2011f
5. Products
• Facts about Group Shopping Site DailyDeal.ch
• ypes of Goods and Services planned to buy
T • Facts about Group Shopping Site Groupon.ch
in Switzerland, in %, April-September 2010
• Facts about Private Shopping Site Eboutic.ch
• hare of Consumers who prefer to buy online
S
in Switzerland, by Category, in %, 2010 • Facts about Private Shopping Site Fashionfriends.ch
• Facts about Online Market Place Ricardo.ch



Samples
RESEARCH ON INTERNATIONAL MARKETS RESEARCH ON INTERNATIONAL MARKETS
We deliver the facts – you make the decisions We deliver the facts – you make the decisions

Trends Sales Shares Products Users / Shoppers Players Trends Sales Shares Products Users / Shoppers Players

Furthermore, 59% of the total German population ordered goods or The OTTO Group is one of the leaders in German B2C E-Commerce,
services for private use online in 2010, up from 56% in 2009. with B2C E-Commerce sales of EUR 3.1 billion in Germany in 2010/2011.
Share of Internet Shoppers in Germany, compared to the EU27 Average, in %, 2005-2010 Facts about OTTO.de
80%
Name of Company OTTO Group

70% Headquarters Germany

59%
Major Online Shop www.otto.de
60% 56%
52% 53%
49% Company Type Multi-Channel (Stores, Catalog & Internet)
50%
42% Product Range Multi-Category Retailer
37% 40% Germany
40% B2C E-Commerce Sales in Germany,
32% EU27 2010/2011
EUR 3.1 billion
26% 30%
30% • Global web sales increased year over year 24.4% to
24% EUR 4.80 billion (USD 6.90 billion) from EUR 3.86
billion (USD 5.54 billion).
20% • Global catalog and store sales increased 7.4% to EUR
6.70 billion (USD 9.62 billion) from EUR 6.24 billion
(USD 8.96 billion).
10% • Total global sales grew 13.9% to EUR 11.5 billion
News (E-Commerce)
(USD 16.52 billion) from EUR 10.1 billion (USD 14.51
billion).
0% • E-commerce sales in the company’s core market of
2005 2006 2007 2008 2009 2010 Germany increased about 26.5% to EUR 3.1 billion
(USD 4.45 billion) from EUR 2.45 billion (USD 3.52
billion).
(May 2011)
Note: The survey contains individuals having bought or ordered goods or services for private use over the Internet in the last year
Source: Eurostat, 2011
Source: Company homepages, business reports, business and company databases, journals, company registries, news portals, industry and trade associations

44 54



In 2010, the most ordered products in Austria were “Books, Magazines, Neckermann Austria is a multi-channel retailer with sales of
Newspapers, E-Learning” (44%) followed by “Clothing, Sports E.” (42%). approximately EUR 84 million in 2009.
Purchased Online Product Categories in Austria, in %, 2010 Facts about Neckermann Austria

Books, Magazines, Newspapers, E-Learning 43,5% Name of
Neckermann Versand Österreich AG
Company
Clothing, Sports Equipment 41,8%
Homepage www.neckermann.at
Travel and Accommodation 39,3%
Vertical
Event Tickets 28,6% Retailer
Integration

Electronics 25,5% Business Model Multi-Category Retailer

Household Equipment 22,5% Product Range Various products (focus on clothing)

Computer Software 21,1% • Neckermann Austria reached total sales of about
Revenue/ € 84 million (2009)
Movies, Music Financials • Neckermann Versand Österreich AG suffered losses of more
20,7% than EUR 8 million in 2009.
Computer Hardware 15,6% • Neckermann Austria is a multi-channel mail order company
that gives the customer the possibility to order via Internet,
Grocery 11,2% telephone, fax or by mail.
Others
Others 19,5% • Neckermann Austria offers more than 200,000 products from
different assortments
• Per year, about 1.5 million packages are shipped.
0% 20% 40% 60%

Source: Statistics Austria, 2010

Source: Neckermann Austria , Trade Press, Company Research

25
46



Between March and May 2010, 55% of Swiss Internet users accessed Deindeal.ch was the leading group shopping site in Switzerland in
the Internet to “Buy or Order something”, and 50% for “E- Banking”. terms of unique visitors, reaching 350 thousand in June 2011.
Activities of Swiss Internet Users, in %, March-May 2010 Leading Group Shopping Sites in Switzerland, by Unique Visitors (millions) and Audience Reach (%),
Send and receive E-Mails 93% June 2011
Newspapers, Magazines, etc. 73% Leading Group Shopping Sites by Leading Group Shopping Sites by
Activities regarding Government / Administration * 71% Unique Visitors (Users) Audience Reach

Look for Information regarding Health 55%
Buy or Order something 55% deindeal.ch 350 deindeal.ch 4,7

Make Use of Travel or Accommodation Services 54%
E-Banking 50%
Download or Watch Music and Video 44%
groupon.ch 240 groupon.ch 3,2
Listen to Radio or Watch TV 37%
Have an own Profile on a Social Network 36%
Get Information about Politics 32%
dailydeal.ch 100 dailydeal.ch 1,4
Send a Message via Chat, Forum, Newsgroup 31%
Talk to someone via Internet / Video Conference 28%
Play online or download Computer Games 16% 0 100 200 300 400 0 1 2 3 4 5
in thousand
Give an opinion regarding Politics 9% in %

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Note: * between May 2009 and May 2010
Source: Statistics Suisse, February 2011
Note: Unique visitors (users) and audience reach only include visitors from the corresponding country per month; Selected online players with high traffic may not be included.
Source: DoubleClick Ad Planner, July 2011
15
38


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Central Europe B2C E-Commerce Report 2011 Key Findings

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