Your SlideShare is downloading. ×
0
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Situation ecommerceenbelgique2013
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Situation ecommerceenbelgique2013

353

Published on

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
353
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
15
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. E-commerce Belgium ����
  • 2. 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
  • 3. 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
  • 4. Objectives & methodology
  • 5. Objectives & methodology 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?
  • 6. Comeos - E-commerce - Belgium 2013 | 7 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
  • 7. Objectives & methodology Used logo’s for sectors
  • 8. Comeos - E-commerce - Belgium 2013 | 9
  • 9. E-commerce experience
  • 10. 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.
  • 11. Comeos - E-commerce - Belgium 2013 | 13 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%
  • 12. E-commerce experience 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)? 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)? 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%)
  • 13. Comeos - E-commerce - Belgium 2013 | 15 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 2013 52% 52% 59% EVER Of the Belgian population has ever made an online purchase +7%
  • 14. E-commerce experience 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)? 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)? 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%)
  • 15. Comeos - E-commerce - Belgium 2013 | 17 E-commerce experience 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
  • 16. 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 %
  • 17. Comeos - E-commerce - Belgium 2013 | 19 E-commerce experience 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%
  • 18. Current online shopping behaviour
  • 19. 24% 8% makes monthly purchases. That is an increase. On average, we spend more than 2.000 euros a year - online.
  • 20. Comeos - E-commerce - Belgium 2013 | 23 E-commerce experience 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
  • 21. Q: How frequently do you buy something via the Internet (for personal purposes)? MONTHLY PURCHASES 2011 2012 2013 24% 17% 16%
  • 22. Comeos - E-commerce - Belgium 2013 | 25 E-commerce experience 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
  • 23. Q: How much did you spend online in the past month? AVERAGE SPENDING PER MONTH 2011 2013 € 163 € 130 2012 € 170
  • 24. Comeos - E-commerce - Belgium 2013 | 27 Q: How much did you spend online in the past month? MORE THAN € 100 PAST MONTH 2011 2012 2013 43% 45% 47%
  • 25. E-commerce experience Current online shopping behaviour Q: How much did you spend online in the past month? 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% Between € 50 and € 99 Between € 100 and € 149 26% 16% 2011 13% 32% 30%
  • 26. Comeos - E-commerce - Belgium 2013 | 29 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%
  • 27. Q: Do you spend less or more now than you did 1 year ago? SPENDING BEHAVIOUR COMPARED TO LAST YEAR 2011 29% 13% spends more online 2012 29% 2013 36%
  • 28. Comeos - E-commerce - Belgium 2013 | 31 E-commerce experience Evolution budget Q: Do you spend less or more now than you did 1 year ago? 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%
  • 29. 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%
  • 30. Comeos - E-commerce - Belgium 2013 | 33 E-commerce experience 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
  • 31. Online purchases
  • 32. 52% 89% bought food more than 5 times. of buyers will buy again in the next 12 months.
  • 33. Comeos - E-commerce - Belgium 2013 | 37 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 Electronic appliances 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!
  • 34. Online purchases Current purchase new products - Evolution Q: Which new products or services did you buy via the Internet (for personal purposes) in the past 12 months? 0% This is an evolution, no revolution: minor shifts in shopping behaviour N = 1062 / F = None 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 Sports products Furniture and home decoration DIY and garden products Digital music Food Films or TV series in digital format Prepared food Cars, motorbikes, bicycles 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
  • 35. Comeos - E-commerce - Belgium 2013 | 39 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% Films or TV series in digital format 26% Prepared food 26% CD / DVD / Blu-ray / Games 20% Clothing / shoes 20% Books 17% Pharmaceutical products 13% Telecom 13% Personal care products 12% Toys 11% Boat, plane or train tickets 8% Cars, motorbikes, bicycles 8% DIY and garden products 8% Event tickets 7% Hotel / Overnight stay 7% Sports products 6% Computer, hardware and software 6% Electronic appliances 4% Fun fair tickets 4% Household appliances 2% Furniture and home decoration 0% N = min 33 (cars, motorbikes/bikes) / F = if purchased online
  • 36. 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 Pharmaceutical products Pharmaceutical products Telecom Telecom Personal care products Personal care products Toys Toys Boat, plane or train tickets Boat, plane or train tickets Cars, motorbikes, bicycles Cars, motorbikes, bicycles DIY and garden products DIY and garden products EventEvent tickets tickets Hotel / Overnight stay stay Hotel / Overnight SportsSports products products Computer, hardware and software Computer, hardware and software Electronic appliances Electronic appliances Fun fair tickets Fun fair tickets Household appliances Household appliances Furniture and home decoration Furniture and home decoration 10% 10% 20% 20% 30% 30% 40% 40% 50% 50% 60% 60% Food is the most important recurrent purchase 2011 2012 2013
  • 37. Comeos - E-commerce - Belgium 2013 | 41 % 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
  • 38. Online purchases Quadrant Q: Which new products or services did you buy via the Internet (for personal purposes) in the past 12 months? 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 Hotel / Overnight stay Books and Clothing & Shoes are the major volume generators N = min 33 (cars, motorbikes/bikes) / F = if purchased online Event tickets Boat, plane or train tickets Books Computer, hardware and software Electronic appliances Household appliances Personal care products CD/DVD/Blu-ray/Games Telecom Toys Fun fair tickets Sports products Pharmaceutical products DIY and garden products Furniture and home decoration No volume Cars, motorbikes, bicycles Average penetration Digital music Films or TV series in digital format Prepared food Buying Food Niche
  • 39. Comeos - E-commerce - Belgium 2013 | 43 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
  • 40. Online purchases Quadrant methodology Q: Which new products or services did you buy via the Internet (for personal purposes) in the past 12 months? Q: Do you expect to buy the following products more or less in the future? % 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
  • 41. Comeos - E-commerce - Belgium 2013 | 45 Online purchases Quadrant methodology Q: Which new products or services did you buy via the Internet (for personal purposes) in the past 12 months? Q: Do you expect to buy the following products more or less in the future? Average frequence Stabilising Booming Clothing / shoes Hotel / Overnight stay % Bought last 12 months Boat, plane or train tickets Event tickets Books Computer, hardware and software Personal care products Electronic appliances CD/DVD/Blu-ray/Games Household appliances Telecom Toys Sports products Pharmaceutical products Furniture and home decoration 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 N = min 33 (cars, motorbikes/bikes) / F = if purchased online
  • 42. 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%
  • 43. Comeos - E-commerce - Belgium 2013 | 47 Online purchases Intention to buy next 12 months Q: Which of the following products would you consider purchasing online in the coming 12 months? Hotel / Overnight stay Clothing / shoes Boat, plane or train tickets Event tickets Books Computer, hardware and software Fun fair tickets Personal care products CD / DVD / Blu-ray / Games Electronic appliances Household appliances Telecom Toys Furniture and home decoration Digital music DIY and garden products Sports products Pharmaceutical products Films or TV series in digital format Food Cars, motorbikes, bicycles 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
  • 44. Online purchases Intention to buy next 12 months - Evolution Q: Which of the following products would you consider purchasing online in the coming 12 months? 0% CD/DVD and digital music less considered N = 1062 / F = None Hotel / Overnight stay Clothing / shoes Boat, plane or train tickets Event tickets Books Computer, hardware and software Fun fair tickets Personal care products CD / DVD / Blu-ray / Games Electronic appliances Household appliances Telecom Toys Furniture and home decoration Digital music DIY and garden products Sports products Pharmaceutical products Films or TV series in digital format Food Cars, motorbikes, bicycles 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
  • 45. Comeos - E-commerce - Belgium 2013 | 49 Online purchases Evolution new products Q: Which new products or services did you buy via the Internet (for personal purposes) in the past 12 months? Q: Which of the following products would you consider purchasing online in the coming 12 months? 0% 10% 20% 30% 40% 50% 60% 70% Clothing / shoes Hotel / Overnight stay Boat, plane or train tickets Event 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 Furniture and home decoration Sports products Digital music DIY and garden products Food Films or TV series in digital format Prepared food Cars, motorbikes, bicycles Other N = 1062 / F = None Past 12 months Coming 12 months Online shoppers don’t change their behaviour
  • 46. 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 Hotel / Overnight stay Cars, motorbikes, bicycles Electronic appliances Computer, hardware and software Household appliances Sports products Boat, plane or train tickets Fun fair tickets Telecom Pharmaceutical products Event tickets DIY and garden products Prepared food Toys CD / DVD / Blu-ray / Games Films or TV series in digital format Furniture and home decoration Books Clothing / shoes Digital music Personal care products Food Other Offline search 2013 Online search 2013 No search 2013 Online search 2012 Online search 2011
  • 47. Comeos - E-commerce - Belgium 2013 | 51
  • 48. Sector focus
  • 49. 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.
  • 50. Comeos - E-commerce - Belgium 2013 | 55 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
  • 51. 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? PERCEIVED AS IMPORTANT % CONSUMERS WHO INDICATE THIS AS A TOP 3 DRIVER 0% 10% 20% 30% 40% 50% 60% 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 15% Because there is more product information online Total Telecom Electro DIY & Garden 14% Because I get access to products/services that aren’t available in my country 12% Because I can see whether items are in stock Other reason N = 41 up to 405 per sector / F = Have bought before Fashion Entertainment Health & Beauty 4% Sign. difference (95%)
  • 52. Comeos - E-commerce - Belgium 2013 | 57 Sector focus Drivers for E-commerce (details 2/2) Q: What are the 3 main reasons why you bought this product online? PERCEIVED AS IMPORTANT % CONSUMERS WHO INDICATE THIS AS A TOP 3 DRIVER 0% 10% 20% 30% 40% 50% 60% 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 15% Because there is more product information online Total Food Interior Books 14% Because I get access to products/services that aren’t available in my country 12% Because I can see whether items are in stock Other reason N = 41 up to 405 per sector / F = Have bought before Sports Toys Other 4% Sign. difference (95%)
  • 53. 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 N = 41 up to 405 per sector / F = Have bought before 55 49 Entertainment 43 Books 43 Sign. difference (95%)
  • 54. Comeos - E-commerce - Belgium 2013 | 59 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 N = 41 up to 405 per sector / F = Have bought before
  • 55. 60 | Comeos - E-commerce in België - 16 mei 2011 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
  • 56. Comeos - E-commerce - Belgium 2013 | 61 Sector focus Drivers website - Evolutions Q: Why did you use ‘website’ for your online purchase? PERCEIVED AS IMPORTANT IN THEIR EXPERIENCE % CONSUMERS WHO INDICATE THIS AS A TOP 3 DRIVER 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%
  • 57. 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 N = 41 up to 405 per sector / F = Have bought before 3% 1%
  • 58. Comeos - E-commerce - Belgium 2013 | 63 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%
  • 59. 64 | Comeos - E-commerce in België - 16 mei 2011 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, even if I have to pay something extra 2013 5% During the week is sufficient, if I don’t have to pay anything extra Also during the weekend, even if I have to pay something extra N = 41 up to 405 per sector/ F = Have bought before 85% 10% 90%
  • 60. Comeos - E-commerce - Belgium 2013 | 65 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%
  • 61. E-commerce trust & attitude
  • 62. 68 | Comeos - E-commerce in België - 16 mei 2011 60% 6% drop. Trust might become an issue: faith in e-commerce, that is a Consumers prefer Belgian websites ‘they know’. has
  • 63. Comeos - E-commerce - Belgium 2013 | 69 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 and/or services online N = 1062 / F = None 21% 14% Faith in e-commerce decreases by 6%; trust in credit card payment by 8%
  • 64. E-commerce trust (detail) Q: To what extent do you agree with the following statements? (Top 2 scores) 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 products and/or services online 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 products and/or services online 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 and/or services online 14% 11% 3% I prefer an online purchase with a purely online website without offline counterpart 14% N = 1062 / F = None
  • 65. Comeos - E-commerce - Belgium 2013 | 71 E-commerce attitude Q: To what extent do you agree with the following statements? (Top 2 scores) 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
  • 66. E-commerce attitude (detail) Q: To what extent do you agree with the following statements? (Top 2 scores) 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
  • 67. Comeos - E-commerce - Belgium 2013 | 73
  • 68. Internet fraud
  • 69. 76 | Comeos - E-commerce in België - 16 mei 2011 11% has been exposed to internet fraud.
  • 70. Comeos - E-commerce - Belgium 2013 | 77 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
  • 71. 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%
  • 72. Comeos - E-commerce - Belgium 2013 | 79 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%
  • 73. E-commerce trends & attitude
  • 74. 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
  • 75. 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
  • 76. www.comeos.be

×