The document summarizes research on e-commerce sales in Belgium during the 2015 holiday season and January 2016 sales period. It found that actual online turnover during the 2015 festive season was 6.9 billion Euros, exceeding the budgeted amount. Actual sales during Black Friday/Cyber Monday and the Christmas period from December 10th to 24th accounted for over half the festive season sales. The survey also found that actual online turnover during the January 2016 winter sales period was expected to be 9.15% of annual turnover, exceeding the forecasted amount.

1. Xmas 2015 & Sales 2016
November 26, 2015

2. Content
Introduction
Turnover
Winter sales
Top reasons for e-shoppers
Top products
2

3. 3
» Research objectives
Study of turnover in e-commerce during the holiday season and sales of
January 2016 in Belgium.
» Method
• Online quantitative survey
• Respondents from the BeCommerce database
• 726 valid e-mail addresses
•Target group: Belgian e-commerce organizations
•Together they represent about 82% of the Belgian e-commerce market
Introduction

4. Content
Introduction
Turnover
Winter sales
Top reasons for e-shoppers
Top products
4

5. Turnover
Expectations
5
What percentage of your total annual online turnover did you
effectively achieve during the festive season of 2015?
Sales during the festive season
12,68% 13,95%
€ 6.9 billion € 7.3 billion
Budget 2015 Realized 2015
€ 874 million € 1 billion

6. Turnover
Periods
6
What percentage of your festive online sales revenue did you
effectively realize during Black Friday/Cyber Monday, St-Nicholas and
the Christmas period 2015?
Sales during the festive season
7.8% 9.3%
Budget 2015 Realized 2015
Black Friday & Cyber Monday (27 -30 nov )
4.3% 6.2%
St. Nicholas period (1 – 5 dec)
53.8% 54,56%
Christmas period (10 – 24 dec)
Boxing Day (26 dec)
3.9% 4.1%

7. Content
Introduction
Turnover
Winter sales
Top reasons for e-shoppers
Top products
7

8. Winter sales
Expectations
8
What percentage of your online total annual turnover did you
effectively achieve during the upcoming sales period?
Sales during the winter sales period
8,7%
expected
9.15%
Jan 2015 Jan 2016

9. Content
Introduction
Turnover
Winter sales
Top reasons for e-shoppers
Top products
9

10. 10
What are the most important reasons for e-shoppers to buy
online during the Festive Season? Top products
21,05%
26,31%
36,84%
52,63%
57,89%
63,15%
68,42%
Wider range
Prevents shopping stress
Saving money
It does not take much time
It's always opened
To avoid the crowds
It's easy
Top reasons

11. Content
Introduction
Turnover
Winter sales
Top reasons for e-shoppers
Top products
11

12. Content
12
13,30%
13,30%
26,70%
26,70%
33,30%
Multimedia
Decoration
Fashion & Accessories
Food & Drinks
Health & Beauty
Top products

13. Patricia Ceysens
President of the Board of Directors
patricia.ceysens@becommerce.be
twitter.com/ceysens
www.becommerce.be
Contact
Carine Moitier
Director BeCommerce
Carine.moitier@becommerce.be
twitter.com/cmoitier
www.becommerce.be