M-Commerce is booming in Europe Hamburg-based secondary research organization yStats.com reports in its latest publication, “Europe M-Commerce Snapshot 2014“, that growing adoption of smartphones and tablet computers is changing the way people shop online. Globally, and particularly in Europe, traffic to retail sites through mobile devices is intensifying, and the variety of products purchased through mobile has widened.

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Press Release
Hamburg, April 2nd, 2014
M-Commerce is booming in Europe
Hamburg-based secondary research organization yStats.com reports in its latest publication,
“Europe M-Commerce Snapshot 2014“, that growing adoption of smartphones and tablet
computers is changing the way people shop online. Globally, and particularly in Europe, traffic
to retail sites through mobile devices is intensifying, and the variety of products purchased
through mobile has widened.
According to the new report, mobile shopping is well established in Europe. Western European
countries stand high in global ranking in smartphone and tablet penetration. Moreover, of the
developed countries worldwide, Sweden and the UK stand next to Asian-Pacific and North American
countries regarding mobile shopper penetration. In the global ranking of emerging markets, Russia
and Turkey each are in the top five; Russia by smartphone penetration and Turkey by mobile shopper
penetration on smartphone owners.
In Central Europe, Germany leads in penetration of smartphone/tablet owners who shop on mobile at
least once a week. M-Commerce sales in Germany reached over 10% of the total online retail sales in
2013. In Austria, over a third of online shoppers made purchases via mobile at least once.
The United Kingdom leads the Western Europe region in the share of mobile retail on total B2C E-
Commerce sales, with sales from tablets growing faster than sales from smartphones. In France, over
a quarter of online shoppers planned to purchase from mobile devices in 2014, while in the
Netherlands over 2 million people already engage in mobile shopping. The number of visitors from
smartphones to mobile retail websites and applications is one of the fastest growing categories in the
mobile web in Italy. In Spain, men are slightly more involved in mobile shopping than women.

2. yStats.com GmbH & Co. KG • Behringstrasse 28a • D-22765 Hamburg • Phone +49 (0) 40 39 90 68 50 • Fax +49 (0) 40 39 90 68 51
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In Eastern Europe, a growing share of the 143 million population of Russia is accessing the mobile
Internet and mobile shopping is developing. Around a third of mobile Internet users in Russia
purchase products from online shops via their devices. In the Czech Republic, over 10% of mobile
users have bought goods and services using a mobile device. This percentage is higher among
mobile shoppers in Poland, where consumers are also actively using mobile devices to compare
prices and check product availability. In Turkey, where mobile Internet already accounts for the largest
share of Internet subscriptions, a significant double-digit share of smartphone owners shops via
mobile.
Looking at the activity of major players in mobile shopping, Germany-based multi-channel mass
merchant Otto Group adopted a new mobile initiative in early 2014, with the aim of generating 50% of
online traffic to all its brands through mobile devices. German online clothing retailer Zalando began
an upgrade of its mobile application for use in international markets. UK-based fashion online retailer
ASOS generated almost a third of its website traffic from mobile devices. In Russia, online retailers
such as Ozon see growing traffic from mobile, while online clothing retailers such as Lamoda and
KupiVIP have launched mobile applications.
For further information, see:
http://ystats.com/uploads/report_abstracts/1074.pdf

3. yStats.com GmbH & Co. KG • Behringstrasse 28a • D-22765 Hamburg • Phone +49 (0) 40 39 90 68 50 • Fax +49 (0) 40 39 90 68 51
press@ystats.com • www.ystats.com • www.twitter.com/ystats • www.linkedin.com/company/ystats • www.facebook.com/ystats
WE DELIVER THE FACTS YOU MAKE THE DECISIONS
RESEARCH ON INTERNATIONAL MARKETS
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About yStats.com
yStats.com has been committed to research up-to-date, objective and demand-based data on markets
and competitors for top managers from various industries since 2005. Headquartered in Hamburg,
Germany, the firm has a strong international focus and is specialized in secondary market research. In
addition to offering reports on markets and competitors, yStats.com also carries out client-specific
research. Clients include leading global enterprises from various industries including B2C E-
Commerce, electronic payment systems, mail order and direct marketing, logistics, as well as banking
and consulting.