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Europe B2C E-Commerce Report 2011

December 2011

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December 2011

Publication Date
December 2011
Language
English
Format
PDF & PowerPoint
Number of Pages/Charts
151
Covered Countries
Central Europe: Germany, Austria, Switzerland
Western Europe: UK, France, Belgium, Iceland, Ireland, Italy, Luxembourg, Netherlands,
Portugal, Spain
Eastern Europe: Albania, Bosnia-Herzegovina, Bulgaria, Croatia, Czech Republic, Estonia, Greece,
Hungary, Latvia, Lithuania, Macedonia, Poland, Romania, Russia, Slovakia, Slovenia, Turkey, Ukraine
Scandinavia: Denmark, Finland, Norway, Sweden
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Key Findings
Covering 35 European Countries
• Total Europe: The highest overall B2C E-Commerce revenue in 2010 was reported in the UK, followed by
Germany, France, Spain and Italy.
• Central Europe: By the end of 2010, Germany‘s online population was the largest in the entire EU counting
more than 50 million Internet users. “Clothes and Sports Goods“ was the most popular B2C E-Commerce
category, followed by the categories “Books, Magazines and E-Learning Material“ and “Film and Music“.
• Western Europe: Online revenue for fashion items continus to increase in the UK, also due to the growing
importance of social media. In 2010, almost half the individuals aged 25-34 purchased products online in the
category “Clothes and Sports Goods“.
• Eastern Europe: In Eastern Europe, B2C E-Commerce still faces barriers. Low internet penetration rate and
limited online payment options curb B2C E-Commerce growth in Hungary. There, the leading competitor in
terms of unique visitor numbers is Bookline.hu, followed by Edigital.hu and Libri.hu.
• candinavia: In Denmark, event tickets, accommodation and other travel arrangements rank among the
S
leading product categories. Group shopping is another important trend - Groupon planned to launch a Danish
site in September 2011.

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Table of Contents (1 of 4)

1. MANAGEMENT SUMMARY 3. CENTRAL EUROPE (cont.)

3.3. Switzerland
2. USA
EUROPE: REGIONAL
• B2C E-Commerce Trends, 2010; incl. Growth of

Western Europe: B2C E-Commerce Sales, by
• Most popular Payment Methods in B2C Sales by Category, in %, 2010
Country, in USD billion, 2010-2015f
E-Commerce, Market Share in %, 2010 & 2015f
• B2C E-Commerce, Distance and Retail (2006-
• (by Credit Card, Debit Card, Online Payment,
Western Europe: B2C E-Commerce Sales, in EUR 2010) Sales, in CHF billion, 2009-2010
Prepaid2009-2011f Credit Card)
billion, Card, Retail
• Types of Goods and Services Consumers planned
• Payment Methods used for virtual Goods, in %,
Western Europe: Number of Online Shoppers, in to buy online, in %, April-September 2010
millions, 2010 & 2015f
2010
• Leading B2C E-Commerce Players; by Unique
• (by Completing Offers, Credit Card, Facebook
Western Europe: Online Shopper Penetration by Visitors (Users) and Audience Reach, June 2011
Credits, Game specific stored Value Cards,
Country, in % of Population, 2010
PayByCash, PayPal, Payment via Mobile Phone,
• UltimatePay)
Western Europe: Average Online Expenditure per
Online Shopper, in EUR, 2010
• Activities of Financial Services Company 4. WESTERN EUROPE
• Europe: Individuals using the Internet, by Country,
American Express, 2011
in %, 2008-2010
• Europe: Internet and Broadband Household 4.1. UK (Top Country)
Penetration by Country, in %, 2008-2010
• Europe: Online Shopper Penetration by Country, • Multichannel and B2C E-Commerce Trends, 2010
in % of Population, 2010
• Online Fashion Sales Trends, 2011
• Europe: Internet Usage by Country, ranked by
total Unique Visitors, May 2011 • B2C E-Commerce Sales, in GBP billion, 2002-2010
& 2014f
• Europe: Mobile Internet Access Penetration, by
• Types of Goods and Services bought online, by

Country, in %, 2010 Age Groups, in % of Individuals, 2010
• Top 5 E-Commerce Websites, ranked by Unique

Visitors, January 2011
3. CENTRAL EUROPE

3.1. Germany (Top Country) 4.2. France (Top Country)

• Internet Usage Trends, 2010/2011 • B2C E-Commerce Trends, 2010
• M-Commerce Sales Outlook, in EUR billion, 2014f • B2C E-Commerce Sales, in EUR billion, 2006-2012f
• B2C E-Commerce Sales of Goods, in EUR billion,
2006-2011f • Types of Goods and Services bought online, in %
of Internet Users, 2010
• Types of Goods and Services bought online, in %,
2010 • Top 15 E-Commerce Websites, ranked by Unique
• Most popular Online Shopping Websites, by Visitors, 1st Quarter 2011
Number of Online Shoppers, 2010

3.2. Austria 4.3. Belgium
• Internet Usage Trends, 2011; incl. Usage at Home, • B2C E-Commerce Trends, 2010
in %, 2001, 2006 & 2011
• B2C E-Commerce Sales, in EUR billion, 2006-2010f
• B2C E-Commerce Sales (estimated), in EUR billion,
2011 • Types of Goods and Services bought online, by

• Types of Goods and Services bought online, in % of Age Groups, in %, 2010
Internet Users, 2010
• News about Group Shopping Sites Groupon and Visitors and Audience Reach, May 2011
DailyDeal, 2011; incl. Unique Visitors, June 2011



4. WESTERN EUROPE (cont.) 4. WESTERN EUROPE (cont.)

4.4. Iceland 4.10. Spain

• Internet Users, in thousands and in % of the • Internet Usage Trends, 2010
Population, 2005, 2006 & 2010
• B2C E-Commerce Sales, in EUR billion, 2007-2010
• Goods and Services purchased over the Internet,
• Goods and Services purchased on the Internet, in
in %, 2011 % of Internet Shoppers, 2010
Visitors (Users) and Audience Reach, May 2011
4.5. Ireland
• Share of Product Categories offered by B2C 5. EASTERN EUROPE
E-Commerce Companies, in %, March 2011
5.1. Albania
4.6. Italy • Internet Users, in millions and in % of the
Population, 2007, 2009 & 2010
• B2C E-Commerce Trends, 2010/2011
• Leading B2C E-Commerce Product Categories, in 5.2. Bosnia-Herzegovina
% of Online Shoppers, 2010
• Development of Internet Users (millions) and its
• Leading B2C E-Commerce Players, ranked by Percentage of Country Population 2006, 2007 &
estimated Online Sales, in EUR million, 2010 2010

4.7. Luxembourg 5.3. Bulgaria
• Internet Users, in thousands and in % of the • Development of Internet Users (millions) and its
Population, 2006-2010 Percentage of Country Population 2006 & 2010
• Online Activities of Internet Users, in % of
Individuals, 2010
4.8. Netherlands • Online Shoppers by Age Groups, in %, 2010

• B2C E-Commerce Shopper Trends, 2010
5.4. Croatia
• Types of Goods and Services bought online, by Age • Development of Internet Users (millions) and its
Groups, in %, 2010 Percentage of Country Population 2006 & 2010
• Leading B2C E-Commerce Players; by Unique • Online Activities of Internet Users, in % of
Visitors and Audience Reach, May 2011 Individuals, 2010
• Online Shoppers by Age Groups, in %, 2010

4.9. Portugal
5.5. Czech Republic
• Online Shoppers, in % of the Population, 2002-
2011 • B2C E-Commerce Trends, 2010
• Online Shoppers by Gender and Age, in % of the • B2C E-Commerce Sales, in CZK billion, 2006-2010
Population, 2011
• Types of Goods ordered online, in % of Online
• Types of Goods and Services bought online, in %, Shoppers Age 16+, 12 Months to Q2 2010
2010
• Top E-Commerce Sites (incl. Auctions & Market
Places), by monthly Visitors, August 2010



5. EASTERN EUROPE (cont.) 5. EASTERN EUROPE (cont.)

5.6. Estonia 5.10. Lithuania
• Online Activities of Internet Users, in % of • Online Activities of Internet Users, in % of
Individuals, 2010 Individuals, 2010
• Major Product Categories in B2C E-Commerce, in • Major Product Categories in B2C E-Commerce, in
% of Individuals, 2010 % of Individuals, 2010
• Top 3 Online Shops, by Percentage of Shoppers

that use the Shop most often, in %, 2009
5.11. Macedonia

• Online Activities of Internet Users, in % of
Individuals, 2010
5.7. Greece
• Share of Online Shoppers on the total Population,
• Online Activities of Internet Users, in % of in %, 2008-2010
Individuals, 2010
• B2C E-Commerce Sales, in EUR billion, 2009 &
2010 5.12. Poland
• B2C E-Commerce Product Categories, in % of
Online Shoppers, 2010 • B2C E-Commerce Sales Trends
• B2C E-Commerce Sales, in PLN billion, 2001-2010
• Most popular Product Categories in B2C
E-Commerce, in %, 2010

5.8. Hungary • Leading B2C E-Commerce Sites, ranked by B2C
E-Commerce Sales, in PLN million, 2010
• B2C E-Commerce Trends, 2010
• B2C E-Commerce Sales, in HUF billion, 2005-2011f 5.13. Romania
• Most popular Product Categories in B2C
E-Commerce, in %, 2010 • Online Activities of Internet Users, in % of
Individuals, 2010
Visitors and Audience Reach, July 2011 • Major Product Categories in B2C E-Commerce, in
% of Individuals, 2010
• Monthly Turnover of leading Group Shopping Sites,
in HUF million, May 2011 • Online Shoppers by Age Groups, in %, 2010

5.14. Russia
5.9. Latvia
• B2C E-Commerce Trends, 2011
• Online Activities of Internet Users, in % of • B2C E-Commerce Sales and Mail-Order Sales, in
Individuals, 2010 EUR billion, 2006-2010
• Major Product Categories in B2C E-Commerce, in • Products purchased online, in % of Online
% of Individuals, 2010 Shoppers, 2010
• Top 30 Online-Shops, ranked by B2C E-Commerce
Sales, in RUB billion, 2010



5. EASTERN EUROPE (cont.) 6. SCANDINAVIA

5.15. Slovakia 6.1. Denmark

• B2C E-Commerce Trends, 2010 • B2C E-Commerce Trends, 2011
• B2C E-Commerce Sales, in EUR million, 2009 &
• B2C E-Commerce Sales, in DKK bil., 2010 & 2011f
2010 • B2C E-Commerce by Product and Region, in % of
• Products purchased Online, in %, Q1 2010 Internet Shoppers,12 Months to September 2011
• Leading B2C E-Commerce Players; by Unique • Leading B2C E-Commerce Players; by Unique
Visitors and Audience Reach, July 2011 Visitors and Audience Reach, September 2011

5.16. Slovenia 6.2. Finland

• Online Activities of Internet Users, in % of • Clothing B2C E-Commerce Trends, 2010 & 2016f
Individuals, 2010 • Breakdown of B2C E-Commerce Sales, into Goods,
Services and digital Content, in %, 2010
• Major Product Categories in B2C E-Commerce, in
% of Individuals, 2010 • Types of Goods and Services bought online, in %,
2010
• Online Shoppers by Age Groups, in %, 2010 • Leading B2C E-Commerce Players; by Unique
Visitors and Audience Reach, September 2011

5.17. Turkey 6.3. Norway

• Internet and B2C E-Commerce Trends, 2011 • ICT Usage Trends in Households, Q2 2011
• E-Commerce Sales, in TRY billion, 2006-2010 • B2C E-Commerce Sales, in GBP billion, 2009-2010
• B2C E-Commerce Product Categories, by • Types of Goods / Services bought over the
Purchases of Online Shoppers, in %, April Internet, in %, 12 Months to Q2 2011
2010-March 2011

5.18. Ukraine 6.4. Sweden

• B2C E-Commerce Trends, 2011 • Internet and B2C E-Commerce Trends
• B2C E-Commerce Sales of Goods, in UAH million, • B2C E-Commerce Sales, in SEK billion, 2003-2011f
2008-2010 • Types of Goods and Services bought Online, by Age
• 10 most important Product Categories in B2C Groups, in %, 2010
E-Commerce, in %, September 2010 & April 2011 • Top 10 most recently used Online Shops, in %,
October 2010
• 10 most important Product Categories in B2C
E-Commerce, in %, September 2010 & April 2011 • Leading B2C E-Commerce Players; by Unique


Samples
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In terms of online shopper penetration, Norway (71%) was the 33% of German individuals bought “Clothes, Sports Goods” online in
leading European country in 2010, followed by Denmark (68%). 2010, while 29% purchased “Books/Magazines/E-Learning Material”.
Europe: Online Shopper Penetration by Country, in % of Population, 2010 Germany: Types of Goods and Services bought online, in %, 2010
Clothes, Sports Goods 33%
Norway 71%
Denmark 68% Books/Magazines/E-Learning Material 29%
UK 67%
Netherlands 67%
Films/Music 25%
Sweden 66%
Luxembourg 60%
Household Goods
Finland 59% 25%
Germany 59%
France 56% Tickets for Events 23%
Austria 42%
Malta 38% Computer Software (incl. Video Games) 23%
Belgium 38%
Ireland 36% Electronic Equipment (incl Cameras) 19%
Slovakia 33%
Poland 29% Computer Software online delivered 16%
Slovenia 27%
Czech 27% Computer Hardware 14%
Spain 24%
Hungary 18%
Films/Music, Books online delivered 10%
Cyprus 18%
Latvia 17%
Estonia 17% Food/Groceries 7%
Portugal 15%
Italy 15% Shares/Financial Services/Insurance 6%
Croatia 14%
Greece 12% Other Types of Goods or Services 2%
Lithuania 11%
Turkey 5%
0% 10% 20% 30% 40%
Bulgaria 5%
Romania 4%
Note: The survey contains individuals having bought or ordered goods or services for private use over the Internet in the past Year; Percentage of individuals.
0% 20% 40% 60% 80%
Source: Eurostat, January 2011

Source: Eurostat, 2011

28
21


Bol.com was the leading B2C E-Commerce player in terms of unique “Communication” and “Finding Information about Goods and Services”
monthly visitors from the Netherlands (3.1 million in May 2011). were the main online activities of Internet users in Croatia in 2010.
Croatia: Online Activities of Internet Users, in % of Individuals, 2010
Netherlands: Leading B2C E-Commerce Players; by Unique Visitors and Audience Reach, May 2011
Communication 44%
Leading B2C E-Commerce Players Leading B2C E-Commerce Players Finding Information about Goods and Services 43%
by Unique Visitors by Audience Reach
Sending/Receiving E-Mails 40%
Reading/Downloading online Newspapers/News 38%
bol.com 3100 bol.com 21,3
Downloading Software 25%
w ehkamp.nl 2600 w ehkamp.nl 17,8
Seeking Health Information 25%
neck.nl 1100 neck.nl 7,5 Travel and Accommodation Services 25%

otto.nl otto.nl
Posting Messages to Social Media Sites or Instant Messaging 23%
1000 6,8
Listening to Web Radios and/or watching Web TV 21%
kijkshop.nl 430 kijkshop.nl 2,9
Internet Banking 20%
dixons.nl 320 dixons.nl 2,2 Job Search or sending an Application 17%
freerecordshop.nl 260 freerecordshop.nl 1,8 Playing/downloading Games, Images, Films or Music 17%
Telephoning or Video Calls 14%
mycom.nl 180 mycom.nl 1,2
Uploading self-created Content to any Website to be shared 11%
dynabyte.nl 160 dynabyte.nl 1,1
Selling Goods or Services 5%
0 500 1000 1500 2000 2500 3000 3500 0 5 10 15 20 25
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
in thousand in %

Source: Eurostat, May 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, June 2011
79

65


Bookline.hu was the leading B2C E-Commerce player in Hungary in Buying groceries is a major trend in B2C E-Commerce in Denmark, as
July 2011, reaching 390 thousand unique visitors. well as M-Commerce, delivery issues, and group shopping.
Hungary: Leading B2C E-Commerce Players; by Unique Visitors and Audience Reach, July 2011 Denmark: B2C E-Commerce Trends, 2011
Leading B2C E-Commerce Players Leading B2C E-Commerce Players
by Unique Visitors (Users) by Audience Reach
 In Denmark, retail turnover decreases, while B2C E-Commerce keeps on
growing. This E-Commerce growth is based on two factors: The Danish
bookline.hu 6,4
population shops more online, and more shops offer E-Commerce.
bookline.hu 390
 Buying groceries online is a major trend in Denmark, with especially the
mothers in families with children doing grocery shopping online. In total,
290 18% of the Danish population buys groceries online.
edigital.hu edigital.hu 4,8
 In Q3 2011, twice as many M-Commerce transactions were observed in
Denmark compared to Q3 2010. In Q3 2011, 16% of Danes have conducted
E-Commerce transactions via their mobile.
libri.hu 260 libri.hu 4,3
 More than every third consumer in Denmark calls for free delivery within
B2C E-Commerce. Most people are happy with the delivery conditions in
general, however free delivery could increase customer satisfaction. 37% of
alexandra.hu 240 alexandra.hu 3,9 consumers stated in Q3 2011 that they want free delivery options.
 Group shopping is also a major trend in B2C E-Commerce in Denmark. In
September 2011, Groupon announced the launch of a site in Denmark.
ebolt.hu 120 ebolt.hu 2,0 The deals will be centered on businesses around the four largest cities:
Copenhagen initially, and Århus, Ålborg and Odense in due course.
0 100 200 300 400 500 0 1 2 3 4 5 6 7
in thousand in %

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: FDIH, October 2011

Source: DoubleClick Ad Planner, August 2011

133
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customer‘s claim is nondisputed or has become unappeasable. Customer against us are subject to sections 8.1 through 8.3.
3.7 In the event of a customer‘s default in payment or other apparent credit unworthiness, all 9. CONFIDENTIALITY
remaining claims against that customer shall become immediately due and payable in full. 9.1 he Parties shall hold in strict confidence for an indefinite period of time all data and
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We shall then be entitled to rescind payment terms previously agreed upon and to demand information materials of which they gain knowledge as part of a Contract, be it orally, in
payment in advance or other appropriate security with respect to pending deliveries. A writing or otherwise, directly or indirectly, provided that such data or information materials
customer shall be deemed unworthy of credit in particular when he files a petition in ban- are designated confidential or must be considered confidential based on their nature, and
kruptcy or composition proceedings. shall use them exclusively as part of the services covered by the relevant Order. This duty of
4. INTELLECTUAL PROPERTY RIGHTS AND INDEMNITIES confidentiality excludes data and information materials that:
4.1 All copyrights and other intellectual property rights in connection with our Products remain a) were already known or accessible to any third party at the time of disclosure;
with us. All data carriers remain our property. The customer may not modify, publish, trans- b) one of the parties legitimately receives from a third party following disclosure, and such
mit, transfer or sell, reproduce, create derivative works from, distribute, perform, display, or third party is not bound by a duty of confidentiality in relations with the other Party;
in any way exploit any of the Products made available by us, in whole or in part, except as c) must be disclosed by order of and to a government agency or another competent third
expressly permitted under the Contract. party; and
4.2 Upon delivery of the Products to the customer and payment of the agreed fee, the customer d) must be disclosed to legal or tax advisors of the contractual customer in question for
obtains a non-exclusive, non-transferable, perpetual, worldwide right to use the Products consulting purposes.
provided to the customer for its internal purposes or any additional purposes set out in the In the cases of Sections c) and d), the parties shall (i) promptly inform each other about a
Order Form. A right to resell our Products requires our prior written approval. given request and prior to disclosing confidential information, and (ii) limit the disclosure of
4.3 In the event that the parties agree on a “Single User License” under the Order Form, this confidential information to the minimum required.
means that only one individually named user of an organization shall be entitled to access 9.2 e may use the Customer as a reference so long as no contractual details are divulged.
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the report. In the event that the parties agree on a “Site License” under the Order Form, this 10. JURISDICTION, GOVERNING LAW, MISCELLANEOUS
means that all users within a given geographical location (as specified in the Order Form) 10.1 Place of payment is Hamburg, Germany.
of an organization shall be entitled to access the report. In the event that the parties agree 10.2 All disputes arising from or in connection with any Contract between the parties shall be
on a “Global Site License”, this means that all worldwide users of an organization shall be resolved through the courts of Hamburg. Governing law is German law.


Brochure & Order Form_Europe B2C E-Commerce Report 2011_by yStats.com

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Brochure & Order Form_Europe B2C E-Commerce Report 2011_by yStats.com