Your SlideShare is downloading. ×
B2c ecommerce report Central Europe
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

B2c ecommerce report Central Europe

981

Published on

Facts, Figures & Trends of 2012 and Forecast 2013 of the Central European B2C E-commerce Market …

Facts, Figures & Trends of 2012 and Forecast 2013 of the Central European B2C E-commerce Market
Including Infographics and Country Profiles of Leading and Emerging E-commerce Markets in Central Europe

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

No Downloads
Views
Total Views
981
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
40
Comments
0
Likes
1
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. Central Europe B2C E-commerce Report 2013 Facts, Figures & Trends of 2012 and Forecast 2013 of the Central European B2C E-commerce Market Including Infographics and Country Profiles of Leading and Emerging E-commerce Markets in Central Europe Powered by: www.ecommerce-europe.eu
  • 2. © Ecommerce Europe www.ecommerce-europe.eu
  • 3. Table of Contents PREFACE ABOUT ECOMMERCE EUROPE POWERED BY MEDIA PARTNERS Central EUROPE IN BRIEF Introduction Demographic Indicators Economic Indicators B2C ECOMMERCE IN Central EUROPE Central Europe B2C Ecommerce Online expenditure B2C Ecommerce overview Central EUROPEAN COUNTRIES Austria Czech Republic Germany Hungary Poland Switzerland © Ecommerce Europe page page page page page page page page page page page page page page page page page page page 4 5 6 10 11 - 18 12 13 14 15 - 18 15 17 18 19 – 114 19 33 48 64 78 95 HOW TO GET INVOLVED BUSINESS PARTNERS MEDIA PARTNERS ECOMMERCE EUROPE MEMBERSHIP MORE REPORTS ON B2C ECOMMERCE EUROPEAN MEASUREMENT STANDARD OF B2C ECOMMERCE (EMSEC) DEFINITIONS METHODOLOGY, ACKNOWLEDGEMENTS AND SOURCES ABOUT THE AUTHORS B2C ECOMMERCE IN EUROPE AT A GLANCE COLOPHONE www.ecommerce-europe.eu page page page page page page 111 112 113 114 115 116 – 118 page page 119-120 121 page page page 122 123 124 Page 3
  • 4. Central Europe B2C Ecommerce Preface B2C e-commerce in Central Europe is developing extremely well. In 2012 the total B2C e-commerce turnover, including online retail goods and services such as online travel bookings, events and other tickets, downloads etc., grew by nearly 20% to reach €75 bn. Ecommerce data in Ecommerce Europe reports are based on the European Measurement Standard for B2C Ecommerce (EMSEC). This Central European B2C Ecommerce Report 2013 focuses on facts, figures, trends and forecasts for the Central European region. Ecommerce Europe is also publishing regional reports covering the other European regions: North, Central, East and West. In this report we compare key e-commerce and other data from Austria, Poland, Germany, Hungary and Switzerland. Ecommerce Europe, representing e-commerce associations and e-commerce companies in Europe, wishes to thank all participating national associations and their individual research partners for providing data and information. We also extend our thanks to all participating company members, business partners and stakeholders for their involvement in making Ecommerce Europe reports possible. A special word of thanks to GfK for their close cooperation and involvement as well as granting access to exclusive data on industry sectors. © Ecommerce Europe Ecommerce Europe’s mission is to promote the interests of B2C ecommerce in Europe. Ecommerce Europe offers a platform to guide and assist companies in identifying and accessing new markets in Europe and worldwide and also to provide information on this fascinating, fast-growing industry. To this end, Ecommerce Europe not only collects data and know-how, but also prepares in-depth reports including facts, figures, trends and forecasts on Europe, the various regions of Europe, and on leading and emerging countries and markets around the globe. The aim of all our reports is to provide insight in order to help online retailers make the best possible decisions in support of their strategy to expand their business into new markets. Brussels, January 2014 Wijnand Jongen François Momboisse Vice-President and Chair of the Executive Committee President of Ecommerce Europe www.ecommerce-europe.eu Page 4
  • 5. About Ecommerce Europe National Associations: Ecommerce Europe Ecommerce Europe was founded by leading national e-commerce associations across Europe. Ecommerce Europe represents 4.000+ companies selling products and/or services online to consumers in Europe. Mission To advance the interests and influence of e-commerce in Europe through advocacy, communication and networking. Goals • • • • • Enhance the success of the European B2C e-commerce industry; Provide for a strong and effective representation of B2C e-commerce industry in Brussels; Advance the interest of B2C e-commerce industry with relevant stakeholders and institutions; In an environment where e-commerce companies feel at home; With new brand recognition and membership engagement at all levels. National Associations Ecommerce Europe welcomes and invites national associations in EU member states and EFTA countries representing (part of) the e-commerce B2C industry in their domestic market to join the association. © Ecommerce Europe www.ecommerce-europe.eu Page 5
  • 6. Our Report Partners This report is powered by the following partners Hybris helps businesses on every continent sell more goods, services and digital content through every touch point, channel and device. Hybris was founded in 1997 with a simple mission: to create superbly engineered commerce solutions. Over the years, the necessary ingredients for that have evolved – multichannel, open standards, very high performance, data centricity, customer centricity – and so our company and products have evolved. RichRelevance is the global leader in omni-channel personalization. More than 160 companies in 40 countries use RichRelevance to turn data into actionable insight, which delivers the most relevant experience for consumers as they shop across web, store and mobile. RichRelevance drives more than one billion decisions every day, and has delivered over $8 billion in attributable sales to its clients, which include Target, Marks & Spencer and PriceMinister. Salesupply is a global e-business services company that enables online retailers to achieve profitable international growth faster, more efficiently and with relatively low costs. Salesupply provides a full range of solutions ranging from research and strategy, to effective localisation of web shops, followed by complete operational support, traffic generation and brand management. © Ecommerce Europe www.ecommerce-europe.eu Page 6
  • 7. “E-Commerce in Poland has attracted a lot of attention” Online success in each Central European country needs a tailored approach There is a big quantitative gap between the markets analyzed in this reports: Germany with its population of 82 Million people generated an online turnover of more than €50bn in 2012, which is more than five times the volume of the runner up, Austria. The enormous difference in (market) sizes makes it difficult to compare these markets. However, each market shows individual growth potentials that are interesting to look at. In Germany, we still see the remnants of a strong and deeply rooted culture of mail order distance selling. It is a tradition many businesses are only gradually abandoning. In addition, it is one of reasons behind Germany’s comparatively high return rates: Mail ordering had the customers used to ordering various sizes and returning all that would not fit. The Polish market has in recent times attracted the attention of many large international multichannel players, such as Tesco and Carrefour, and of course pureplay giant Amazon. As in all other European regions, it is extremely important to evaluate the singularities of each market before entering it. The DACH region for instance does indeed consist of three German speaking markets, but selling to Switzerland as a non- EU country demands a completely different approach than to Germany Poland for instance is an impressive example of a post-communist European member state that has succeeded in sustainably growing its internal market. This also shows in the fact that its e-commerce growth is the strongest in Europe. Henning Heesen E-Commerce Cross-Border-Specialist and Board member of Salesupply AG © Ecommerce Europe www.ecommerce-europe.eu Page 7
  • 8. Central Europe offers countless opportunities! Online shoppers become increasingly interested in cross-border purchases The central European E-Commerce market is a very interesting one. The strongest region is the DACH Region comprising Germany, Austria and Switzerland, three very mature economies that have German as (one of the) official language(s). There is a considerable cross-border exchange of goods ordered online between these countries. Many traditional German mail-order retailers are already offering their products in the neighboring German speaking markets for a long time. Swiss consumers are very active cross-border shoppers: they have ordered goods worth €657mn from foreign websites in the past year. One factor contributing to this is the fact that this relatively small country has comparatively high prices and that French and Italian are also official languages, which makes web shops form these countries more accessible for Swiss consumers. Hungary, Poland and the Czech Republic are young European Member States with a post- communist context; all three showing a promising market consolidation. As internet penetration is increasing, online shopping is becoming easier. Many foreign brands have launched their international e-commerce site in e.g. Polish in order to better target this market. In markets such as Poland, the demand for products from other markets, e.g. from UK brands, is steeply increasing, which is positive for online retailers. Altogether, the Central European Region is a very diverse one but nonetheless extremely promising market with countless opportunities in e-commerce! Germany is of course a very interesting market for foreign online retailers: A high internet penetration, paired with rather affluent consumers and a deeply rooted mail order culture. Although the younger generation is increasingly hungry for new, exotic trends, in general it is very important to adjust your online offer to German expectations: Impeccable translation, detailed information, excellent customer service- and don’t forget about the high return rates! © Ecommerce Europe www.ecommerce-europe.eu Pontus Kristiansson Vice President EMEA RichRelevance Page 8
  • 9. The “e” in e-commerce is disappearing Offering a seamless experience across all touch-points is key for cross border growth What is your general impression of e-commerce in Europe? The ‘e’ of e-commerce is disappearing. Online is a very important element in the route a customer follows, from the moment he or she has an idea to the actual transaction: the purchase path. E-commerce is no longer a thing that companies do as an additional channel, it has reached a phase of maturity and is now a fully integrated component of the customer’s purchasing journey. Which European regions do you consider the most promising and why? Russia and Turkey are both important emerging European markets. However, we also need to consider Scandinavia. Scandinavia was hit harshly by the bursting of the dot-com bubble around the year 2000; the market grew more slowly than for example in the UK. Scandinavia is however now picking up pace. What do you consider the important trends to be? The dominant trend is mobile: mobile commerce and mobile payments. Interesting possibilities consist, for example, in the ability to track customers, the integration of mobile into offline shop processes and the use of NFC technology for payments. Imagine that shop staff is equipped with a tablet that enables them to help the customer in a completely new way, even taking care of the checkout process. In short, the whole POS is going through a transition with mobile being a key element of this change. What in your opinion is this year’s most overrated e-commerce trend? I believe QR Codes have been an overrated trend: it is too difficult to use, what with starting your app, having an Internet connection, scanning the code -altogether too complicated! © Ecommerce Europe Which challenges do online retailers underestimate the most when expanding their e-business across Europe? Patience is key. Those new markets will still be out there in two years. If a company has 100 employees in The Netherlands and then tries to enter the German market with two dedicated staff members, this is not going to work. Selling in foreign markets is full of complexities. If companies want to succeed, they need to do it step by step, with a mature team and with patience. Is there anything else you would like to share with our readers? I believe pure-players are being challenged by Amazon: Amazon wants to control 26% of the global e-commerce market by 2016. They are heavily investing in growth right now. Retailers who want to set themselves apart have to keep in mind that clients are seeking an omni-channel experience. I would strongly advise pure-players to go offline in regions where they have many customers. Research has shown that customers of omni-channel retailers are 200% more loyal than customers of pure players. Again, this is because of the role that different sales channels play in the customer journey from the instant that interest is ignited to the moment of sale: 50% of people will change from channel in every step they make in their purchasing journey. Many retailers are losing clients because they fail to offer a seamless experience across all touch-points. www.ecommerce-europe.eu Henk-Jan van der Weide VP Northern Europe & SA at hybris Page 9
  • 10. Our Media Partners Interested in becoming a media partner? Contact us at info@ecommerce-europe.eu Ecommerce Europe media partners are (inter)national publishers and/or publications related to the European e-commerce industry. As the Internet continues to become a part of almost every aspect of our lives, the growing internationalization of the online retail sector places increasing demands on e-tailers to make rapid preparations for cross-border activity. Actors in the online trade sector are constantly being confronted with new challenges concerning legal issues, pricing, shipping, payment and supply. Strong partnerships are vital in order to tap into the cross-border market, optimise trade flows and ultimately increase profitability. Ecommerce Europe is looking for media partners who publish on e-commerce in the following sectors: • Affiliate marketing • Customer service • E-commerce systems • Email marketing • Fulfilment • Hosting • Payment solutions • Research & consultancy • Search Engine Optimization • Etc. © Ecommerce Europe www.ecommerce-europe.eu
  • 11. Central Europe 2012 Key e-commerce facts at a glance Poland Germany 165 million 100% people live in Central Europe 79% 131 million Czech Republic 41% Slovakia Austria people use the internet 68 million Hungary Europe € 312 bn + 19,0% EU 28 € 277 bn + 18,0% Central Europe € 75,9 bn + 19,9% 47% Services Total B2C Ecommerce 2012 of goods & services Polish national E-commerce association: Austrian national E-commerce association: 53% Goods Ranking Central Europe in turnover (EUR million) E-commerce GDP Total GDP €4.201 bn Turnover eCommerce Goods & services people are e-shoppers Switzerland 1,81% € 75,9 bn 1 2 3 1 2 3 4 5 6 7 8 Germany Austria Switzerland Poland Czech Republic Hungary Slovakia Slovenia € 50.000 € 9.800 € 9.100 € 4.181 € 1.800 € 675 € 275 € 150 4,8% Estimated share of online retail in total retail Estimated 72% of active internet users are on social media Powered by: © Ecommerce Europe 2013 www.ecommerce-europe.eu info: research@ecommerce-europe.eu
  • 12. Central Europe in Brief Introduction The Central European region on which this Central EUROPE’S POPULATION Share of Central European population, 01 January 2013 report focuses covers the following Austria; countries (in alphabetic order): Austria, Slovenia; Switzerland; 5,1% 4,8% 1,2% Czech Republic; Czech Republic, Germany, Hungary, Slovakia; 6,4% Poland, Slovakia, Slovenia and 3,3% Switzerland. Switzerland is the only nonHungary; member 6,0% of the European Union. The eight countries cover an area of 1.036,000 km², or 4.3% of the 23.9 million km² of the European continent (including Russia and Turkey). Germany is the leading country of the region, with respect to the number of inhabitants, the size of the economy and B2C e-commerce. It is also the leading economy of Europe and second to the UK regarding B2C e-commerce turnover. The total population of the region is 165,0 million inhabitants or close to 20.2% of the total European population. © Ecommerce Europe Germany Poland Czech Republic Slovakia Hungary Switzerland Poland; 23,4% Germany; 49,7% Austria Within Central Europe, Germany has the largest number of inhabitants (81,8mn), followed by Poland (38,5mn). Czech Republic has 10,5mn inhabitants; Hungary 9,9 mn; Austria 8,4 mn; Switzerland 7,9mn. Slovakia en Slovenia have the smallest number of inhabitants: respectively 5,4mn and 2,0mn. www.ecommerce-europe.eu Page 12
  • 13. B2C E-commerce in Central Europe E-commerce share in Europe E-commerce share in Europe South 10% Central 22% East 7% North 9% West 52% Average annual online sales growth since 2009 (CAGR) +23% © Ecommerce Europe In terms of B2C e-commerce, the region is second to the Western European region. Total B2C e-commerce turnover (including online goods and services) reached €76,3bn last year, an increase of 20,5% compared to 2011. The 2012 share of e-commerce in the region’s GDP was 1,8%. As in other parts of Europe, online Internet penetration and purchasing still widely differ in the various countries of Central Europe, according to the maturity of the market, the level of trust, the availability of the offer, the penetration of reliable payment options, reliable and affordable delivery options as well as Internet usage and penetration and consequently the number of e-shoppers. Online sales grew yearly on average with 20% per year since 2010. The forecast is that growth will slow down, but still reach high single or low double-digits figures through to 2015. www.ecommerce-europe.eu M-commerce is set to boost regional esales in the coming years. The share is forecast to double this year to reach over 14% on average. Central Europe (€75,9bn) makes up 24,4% of the total online sales in Europe (€311,5bn) in 2012. While these figures are impressive, what is even more interesting for online retail are the numbers of e-shoppers and households not only connected to the Internet but actually shopping online (ehouseholds) and which goods and services they like to buy online. All eight countries have an excellent to very good logistics infrastructure. On the Logistics Performance Index all eight rank between 4 -50 out of 156 countries. The Ranking is as follows: Germany, Austria, Switzerland, Poland, Slovenia, Hungary, Czech Republic and Slovakia. Page 15
  • 14. B2C E-commerce in Central Europe Online Expenditure Central European consumers spent on average €1.219 online in 2012. This is far above the EU28 and European average of €1.234 and €1.402 respectively. Austrians spent most online in 2012 with an amount of €2.085. Switzerland ranks second with an average spend of €1.750. Germany is third in rank with respect to online spending (€1.351). Central EUROPE’S B2C E-COMMERCE Expenditure per online shopper, in euros, 2012 These countries are followed by the Czech Republic with an average spend of €581, Poland with €422 and Hungary with €422. € 2.085 € 1.750 € 1.402 € 1.234 € 1.351 € 1.219 € 581 € 422 € 465 € 212 EU28 © Ecommerce Europe Europe Central Europe Austria www.ecommerce-europe.eu Czech Republic Germany Hungary Poland Slovakia € 349 Slovenia Switzerland Page 17
  • 15. Country Report Austria 2013 Facts, Figures & Trends of 2012 and Forecast 2013 of the Austrian B2C E-commerce Market In cooperation with: aCommerce Team www.ecommerce-europe.eu
  • 16. Austria 2012 Key data at a glance 8,4 million Vienna € 9,8 bn people live in Austria 100% 79% 55% E-commerce turnover Goods & services 6,6 million people use the internet 4,7 million people are e-shoppers Europe € 312 bn + 19,0% EU 28 € 277 bn + 18,0% Central Europe € 75,9 bn +19,9% Austria € 9,8 bn +16,7% Total B2C Ecommerce 2012 of goods & services E-commerce GDP 3,19% Total GDP €307,0bn Austrian Trustmark: Austrian national E-commerce association: 48,8% Ranking Northern Europe in turnover (EUR million) 1 2 3 1 2 3 4 5 6 7 8 Germany Austria Switzerland Poland Czech Republic Hungary Slovakia Slovenia 51,2% Austrian e- shoppers € 50.000 € 9.800 € 9.100 € 4.181 € 1.800 € 675 € 275 € 150 6,4% Estimated share of online retail in total retail 26% of the population uses Facebook Powered by: © Ecommerce Europe 2013 www.ecommerce-europe.eu info: research@ecommerce-europe.eu
  • 17. Austria in brief Country profile Area: 83.858 km2 Capital: Vienna Currency: Euro (EUR) Institution: Federal Republic Internet access: 79 % URL country code: .at Official language: German Widely spoken foreign language(s): English, Slovene and Hungarian Austria, officially the Republic of Austria, is a federal republic and a landlocked country of roughly 8,47 million people in Central Europe. It is bordered by the Czech Republic and Germany to the north, Hungary and Slovakia to the east, Slovenia and Italy to the south, and Switzerland and Liechtenstein to the west. German in its standard form is the country's official language. Austria is a semi-presidential, parliamentary representative democracy comprising nine federal states. The capital and largest city, with a population exceeding 1,7 million, is Vienna. The territory of Austria covers 83.855 square kilometres. Austria's terrain is highly mountainous due to the presence of the Alps; only 32% of the country is below 500 metres, and its highest point is 3.798 metres. Austria joined the European Union in 1995, and is a founding member of the OECD. Austria also signed the Schengen Agreement in 1995, and adopted the European currency, the euro, in 1999. 79% of 8,4 million Austrians used the Internet in 2012 Source: Eurostat, Wikipedia, 2013 © Ecommerce Europe www.ecommerce-europe.eu Page 21
  • 18. B2C E-commerce in Austria Expert opinion "The Austrian ecommerce market is currently evolving - we were not first movers in the market, but now as we see which strategies work in which industrie we are speeding up and doing our best to keep up with Germany & Switzerland. The aCommerce Team as Austrian eCommerce Association will do its best to support the Austrian eCommerce market with Know How to keep the momentum. Stephan Grad, Director of aCommerce Team © Ecommerce Europe www.ecommerce-europe.eu Page 25
  • 19. B2C E-commerce in Austria Online Population and Expenditure AUSTRIA’S B2C E-COMMERCE Expenditure per online shopper Year EUR 2013(e) € 2.334 2012 € 2.085 2011 At the end of 2012 there were 2,9 million e-households in Austria. The average expenditure was € 2.085 per e-household. € 1.787 2010 € 1.383 Source: Ecommerce Europe 2013 Austria has a population of 8,4 million people. Nearly 6,5 million persons are connected to the Internet. Inactive online population Source: Ecommerce Europe 2013 In total just over 4,7 million online buyers have bought goods and services online for 9,8 billion in 2012. 1,9 million persons have access to Internet but are not (yet) purchasing goods or services online. Online buyers 4,7 million Online Population 6,5 million Population 8,4 million © Ecommerce Europe www.ecommerce-europe.eu Page 29
  • 20. Country Report Czech Republic 2013 Facts, Figures & Trends of 2012 and Forecast 2013 of the Czech B2C E-commerce Market www.ecommerce-europe.eu
  • 21. Czech Republic 2012 Key data at a glance 10,5 million 70% Prague € 2,1 bn people live in Czech 100% 57% E-commerce turnover Goods & services 7,5 million people use the internet 6 million people are e-shoppers 28% Services 72% Goods Europe € 312 bn + 19,0% EU 28 € 277 bn + 18,0% Central Europe € 75,9 bn + 19,9% Czech Republic € 2,1 bn + 19,6% Ranking Central Europe in turnover (EUR million) Total B2C Ecommerce 2012 of goods & services E-commerce GDP 1,18% Total GDP €152,9 bn Czech Trustmark: Czech national E-commerce association: 1 2 3 1 2 3 4 5 6 7 8 Germany Austria Switzerland Poland Czech Republic Hungary Slovakia Slovenia € 50.000 € 9.800 € 9.100 € 4.181 € 1.800 € 675 € 275 € 150 2,7% Estimated share of online retail in total retail Estimated 54% social media users Powered by: © Ecommerce Europe 2013 www.ecommerce-europe.eu info: research@ecommerce-europe.eu
  • 22. Czech Republic in brief Key economic indicators Czech’S GROSS DOMESTIC PRODUCT PER CAPITA Current prices, 2009 - 2012 The small, open, export-driven Czech economy remains sensitive to changes in the economic performance of its main export markets, especially Germany. The auto industry remains the largest single industry, and, together with its upstream suppliers, accounts for nearly 24% of Czech manufacturing. Foreign and domestic businesses alike voice concerns about corruption especially in public procurement. In EUR 2013 (f) € 14.750 € 14.500 2011 € 14.800 2010 The Czech consumer confidence is going up since January 2012. Year 2012 The Czech GDP per capita at current prices in 2012 was €20.200. € 14.300 2009 € 13.500 Source: Eurostat and IMF World Economic Outlook 2013 Czech CONSUMER CONFIDENCE INDEX CCI on a three-month basis, 2012 - 2013 jul-12 apr-13 jul-13 -20,8% -29,8% jan-13 oct-13 jan-14 -14,3% -29,3% oct-12 -19,0% -14,5% -26,0% Source: Tradingeconomics.com and ISAE/ISTAT National Statistics office 2012 - 2013 © Ecommerce Europe www.ecommerce-europe.eu Page 38
  • 23. B2C M-commerce in Czech Republic M-commerce Mobile subscriptions Top 10 Online purchased reached 151 goods and services: per 100 Source: FDIH Denmark 1. Travel and households Cultural Activities in 2012. 2. Film, Music, Books, How do Czechs Games buy Toys 3. on their mobile 4. Clothing, Shoes and devices? Jewelry 5. IT, Telecom and Photo Penetration levels (in %) TOP 3 MOBILE PAYMENTS 1. Internet delivery Cash on 2. MobileTransfer Bank 3. Smartphone Credit Card Tablet Mobile is becoming a key platform, and as mobiles get smarter and connections get faster, Internet access in Czech Republic is undergoing a stepchange from fixed Internet to mobile. 49% of Internet users do not use mobile equipment for shopping at all. As many as 86% are satisfied with online shopping and 14% have had an negative experience. Percentage of total population, 2012 30% © Ecommerce Europe Customers use the handsets to buy products including: • Public transport • Tickets, • Parking, • Digital content • Event tickets, Telecommunications operators state that more than 11% of Czech mobile customers already use their mobile devices as a means of payment CZECH AGE STRUCTURE OF MOBILE SHOPPERS 29% 25% Source: Mobilepaymentsworld 2012 13% 3% 18-24 Source: Worldbank.org, TNS Italia survey 2011 POPULAR GOODS AND SERVICES PURCHASED THROUGH A MOBILE DEVICE 25-34 35-44 45-54 55+ Source: Ecommerce Europe www.ecommerce-europe.eu Page 45
  • 24. Country Report Germany 2013 Facts, Figures & Trends of 2012 and Forecast 2013 of the German B2C E-commerce Market www.ecommerce-europe.eu
  • 25. Germany 2012 Key data at a glance 81,8 million 100% Berlin 85% 5% € 50 bn people live in Germany E-commerce turnover Goods & services 69,5 million people use the internet 37 million people are e-shoppers 50% 50% Services Goods Europe € 312 bn + 19,0% EU 28 € 277 bn + 18,0% Central Europe € 75,9 bn +19,9% Germany € 50 bn +21,6% Total B2C Ecommerce 2012 of goods & services E-commerce GDP 1,88% Total GDP €2.666,4 bn German Trustmark: German national E-commerce association: 1 2 3 Ranking Central Europe in turnover (EUR million) 1 Germany 2 Austria 3 Switzerland 4 Poland 5 Czech Republic 6 Hungary 7 Slovakia 8 Slovenia € 50.000 € 9.800 € 9.100 € 4.181 € 1.800 € 675 € 275 € 150 6,6% Estimated share of online retail in total retail Estimated 57% social media users Powered by: © Ecommerce Europe 2013 www.ecommerce-europe.eu info: research@ecommerce-europe.eu
  • 26. Germany in Brief Key Demographic Indicators Total population: 81.843.743 Germany covers an area of 357.022 square kilometers with a population of 10,5 million inhabitants. The median age is 45 years. The largest share of the population (42,0%) is between 25-54 years old. 49,1 Median age: Male: Female: 50,9 45,7 years 44,7 years 46,8 years Population growth -0,2% Germany has 40,7 million households. Approximately 61% live in urban areas “German is the official language. English and French are widely spoken foreign languages.” GERMANY’S AGE STRUCTURE By Age Group, 2012 The population is shrinking at an average annual rate of -0,19%. The demographic development is characterized by three trends: increasing longevity, decreasing birth rates and an increasing percentage of population from foreign origin. 20,9% 13,1% 0-14 15-24 13,3% 10,8% 25-54 55-64 65+ Source:Worldfactbook, 2013 Source: World Bank2013 © Ecommerce Europe 42,0% www.ecommerce-europe.eu Page 51
  • 27. B2C E-commerce in Germany Cross - Border According to research by OC&C, German online retailers sold products worth €423mn to French customers and goods worth €175mn to Dutch customers in 2013. Germany German customers ordered goods worth €200mn from Great Britain and packages containing merchandise for approximately €263mn came from the US. The trade surplus of German crossborder online sales over purchases is valued by OC&C at €13mn. GERMANY’S CROSS- BORDER E-COMMERCE Percentage of e-commerce purchased at foreign sites, 2009-2013 13% 10% 6% 6% 2009 2010 7% 2011 2012 2013 (e) Source: Ecommerce Europe 2013 © Ecommerce Europe www.ecommerce-europe.eu Page 59
  • 28. Country Report Hungary 2013 Facts, Figures & Trends of 2012 and Forecast 2013 of the Hungarish B2C E-commerce Market www.ecommerce-europe.eu
  • 29. Hungary 2012 Key data at a glance 9,9 million people live in Hungary 100% Budapest 68,7% 16,2% 6,8 million € 675 mn E-commerce turnover Goods & services people use the internet 1,6 million people are e-shoppers 40% 60% Services Goods Europe € 312 bn + 19,0% EU 28 € 277 bn + 18,0% Central Europe € 75,9 bn +19,9% Hungary € 675 mn +35,5% Ranking Northern Europe in turnover (EUR million) Total B2C Ecommerce 2012 of goods & services E-commerce GDP 2,3% Total GDP €96.968 mn Hungarian Trustmark: Hungarian national E-commerce association 1 2 3 1 2 3 4 5 6 7 8 Germany Austria Switzerland Poland Czech Republic Hungary Slovakia Slovenia € 50.000 € 9.800 € 9.100 € 4.181 € 1.800 € 675 € 275 € 150 1,2% Estimated share of online retail in total retail Estimated 47% social media users Powered by: © Ecommerce Europe 2013 www.ecommerce-europe.eu info: research@ecommerce-europe.eu
  • 30. B2C E-commerce in Hungary Share of goods and services The turnover of online goods Top 10 Online purchased were estimated at 60% of total goods and services: online sales at €675 mn. Source: FDIH Denmark 1. Travel and Cultural Activities 2. Film, Music, Books, Games 3. Toys Service 40% 4. Clothing, Shoes and Jewelry 5. IT, Telecom and Photo Goods 60% Penetration levels (in %) Internet Mobile Smartphone Tablet €675 mn The shares of online goods and services in 2012 were 60% or in turnover €405 million for online goods and €270 million e-services, which is 40%. In 2012, approximately 23% of all Internet users made purchases online,. The share of online transactions in total retail sales continued to rise to 1,7% in 2012. This was an increase of 14% over 2011. This share is expected to continue to grow this year as more Internet-users are getting more confident in shopping online. The double-digit growth of sales via the Internet is promising. total online sales © Ecommerce Europe www.ecommerce-europe.eu Source: Ecommerce Europe 2013 € 422 Average expenditure 2012 per e-shopper Page 72
  • 31. Country Report Poland 2013 Facts, Figures & Trends of 2012 and Forecast 2013 of the Poland B2C E-commerce Market Prepared by Ecommerce Europe in cooperation with e-Commerce Polska, the Association for E-commerce in Poland In cooperation with: E-commerce Polska www.ecommerce-europe.eu
  • 32. Poland 2012 Key data at a glance 38,5 million € 4.181 mn people live in Poland 100% 70% Warsaw 23% E-commerce turnover Goods & services 26,9 million people use the internet 9 million people are e-shoppers 63% Services Europe € 312 bn + 19,0% EU 28 € 277 bn + 18,0% Central Europe € 75,9 bn +19,9% Poland € 4,1 bn +24,9% Ranking Central Europe in turnover (EUR million) Total B2C Ecommerce 2012 of goods & services E-commerce GDP 1,10% Total GDP €381.204 mn Poland Trustmark: No Trustmark available Poland national E-commerce association E-commerce Polska 37% Goods 1 2 3 1 2 3 4 5 6 7 8 Germany Austria Switzerland Poland Czech Republic Hungary Slovakia Slovenia € 50.000 € 9.800 € 9.100 € 4.181 € 1.800 € 675 € 275 € 150 1,7% Estimated share of online retail in total retail Estimated 57% social media users Estimated 54% social media users Powered by: © Ecommerce Europe 2013 www.ecommerce-europe.eu info: research@ecommerce-europe.eu
  • 33. Poland in brief Country profile Area: 312.685 km2 Capital: Warsaw Currency: Zloty (PLN) Institution: Republic Internet access: 70 % URL country code: .pl Official languages: Polish Widely spoken foreign language(s): German The Republic of Poland, is located in Central Europe, bordered by Germany to the west; the Czech Republic and Slovakia to the south; Ukraine, Belarus to the east; and the Baltic Sea and Kaliningrad Oblast (a Russian enclave) and Lithuania to the north. The total area of Poland is 312,685 square kilometres making it the 69th largest country in the world and the 9th largest in Europe. With a population of over 38.5 million people, Poland is the 34th most populous country in the world and the sixth most populous member of the European Union. Poland is a unitary state consisting of 16 voivodeships or provinces. During the early 1990s Poland was able to transform its economy into one of the most robust in Central Europe. Poland joined the European Union in 2004. The official language in. n Poland is Polish (97.8% speak Polish at home). English and German are the main foreign languages spoken. 70% Of 26,9 million Poles used the Internet in 2012 Source: Eurostat, Wikipedia, 2013 © Ecommerce Europe www.ecommerce-europe.eu Page 80
  • 34. B2C e-commerce in Poland Main markets and players The Polish group Allegro.pl, operating amongst others a marketplace, remains the unchallengesd local market leader. Next to nearly 11 million active users, it boasts a brand awareness of more than 88%. However, foreign competitors such as Groupon and eBay are catching up. There are many foreign players active on the Polish market, such as Tchibo (Germany), BonPrix (France), Zalando (Germany), Amazon (USA). Groceries ordered frequently online are coffee/tea, bulk goods, sweets, drinks and spices © Ecommerce Europe Top 5 most popular E-Commerce Sites in Poland 1. Allegro.pl (Group) (10 .842 .351 real users) 2. Nokaut.pl (2.539.272) 3. Groupon (2.531.361) 4. Okazje.info (2.100.810) 5. Skapiec.pl (1.610.672) Source: Megapanel/PBI Source: Megapanel/PBI The most popular price comparison sites in Poland are Ceneo.pl (Allegro Group), Nokaut.pl, Okazje.info.pl and skapiec.pl www.ecommerce-europe.eu TOP 3 Group Buying Sites Rank 1 Groupon.pl 2 Gruper.pl 3 Citeam.pl Page 89
  • 35. Country Report Switzerland 2013 Facts, Figures & Trends of 2012 and Forecast 2013 of the Swiss B2C E-commerce Market Prepared by Ecommerce Europe in cooperation with VSV ASVAD, the Association for E-commerce in Switzerland www.ecommerce-europe.eu
  • 36. Switzerland 2012 Key data at a glance € 9,1bn 7,9 million people live in Switzerland E-commerce turnover Goods & services 100% 80% Bern 66% 6,3 million people use the internet 5,2 million people are e-shoppers 63% Services Europe € 312 bn + 19,0% EU 28 € 277 bn + 18,0% Central Europe € 75,9 bn +19,9% Switzerland € 9,1 bn +15,5% Ranking Central Europe in turnover (EUR million) Total B2C Ecommerce 2012 of goods & services E-commerce GDP 1,85% Total GDP €491,1 bn Swiss Trustmark: GARANTIE Swiss national E-commerce association VSV ASVAD 37% Goods 1 2 3 1 2 3 4 5 6 7 8 Germany Austria Switzerland Poland Czech Republic Hungary Slovakia Slovenia € 50.000 € 9.800 € 9.100 € 4.181 € 1.800 € 675 € 275 € 150 5,0% Estimated share of online retail in total retail Estimated 54% social media users Estimated 59% social media users Powered by: © Ecommerce Europe 2013 www.ecommerce-europe.eu info: research@ecommerce-europe.eu
  • 37. B2C E-commerce in Switzerland Market Sectors Switzerland’S B2C E-COMMERCE Percentage of online buyers having purchased an item from these categories in 2012 and 2013 Market sectors (in %) 2012 2013 Multimedia, Electronics 28,2% 28,7% Clothing & Accessories 26,9% 27,1% Food 16,6% 16,1% Home and Living 8,0% 6,8% 6,1% Other 13,5% 13,9% With a share of 16,1%, Switzerland has a very well developed online food market. In 2013, Swiss online buyers bought groceries worth €608mn. 8,1% CDs, DVDs, Books Despite Multimedia and Electronics heading up the ranking of products sold online in terms of turnover, the category of which most items are shipped in quantitative terms are Clothing and Accessories. The return rate in this sector is with 44% comparatively high. Click & Collect grocery services are offered by e.g. Coop@Home and LeShop. Top sites visited in Switzerland are: Source: VSV ASVAD / GFK February 2014 Rank 1 Ricardo.ch 2 Amazon.com 3 eBay.de 4 Swiss Railways 5 © Ecommerce Europe Online retailers Apple.com www.ecommerce-europe.eu Page 104
  • 38. Online payments and preferences Payments & VAT 72% of the Swiss mobile users still would prefer to use a laptop/desktop to make the purchase. 26% still don’t feel secure. 14% still find mobile purchase too complicated. 10% complains that certain payment features were not available (credit card) and 9% think that payment is still too complex. TOP ONLINE PAYMENT METHODS In percentage of total online population PostFinance; 7,7% Cash on delivery; 6,6% Invoice; 18,2% Direct Debet; 7,1% Credit cards; 16,8% Cash payment ; 9,5% “Web shops with a turnover exceeding CHF 100.000 per year must be registered for VAT in Switzerland.” SOFORT; 9,5% Advanced payment; Paypal; 12,7% 10,9% VAT overview Switzerland Source: Ecommerce Europe 2013 Threshold Standard VAT rate 2,5% Where to register Standard VAT-rate 8% Reduced VAT rates 8% CHF 100.000 Swiss Federal Tax Administration and Swiss Federal Customs Administration Source: International VAT Management, Van Driel Fruijtier Resseler © Ecommerce Europe www.ecommerce-europe.eu Page 110
  • 39. Ecommerce Europe How to get involved? Who can be involved? • E-commerce associations, voting members of Ecommerce Europe: association membership • Companies selling products and/or services online: EU webshop register / company membership • Preferred suppliers to the European e-commerce industry: business partnership • Organizations and NGO’s related to e-commerce industry: associative partnership • European institutions, consumer organizations and stakeholders: partners for dialogue Why get involved? • Be a part, get involved or stay informed on public affairs initiatives that define your business. • Take advantage of research publications, receive several B2C • E-commerce Reports for free. • Learn from position papers, webinars and white • papers by leading ecommerce associations, companies and preferred business partners. • Show you’re engaged by displaying the Ecommerce Europe member or business partner logo. • Network, meet and greet with colleagues at Round Tables • sessions in European capitals and at the yearly Global E-commerce Summit. © Ecommerce Europe www.ecommerce-europe.eu Page 111
  • 40. Our Business Partners Interested in becoming a business partner? Contact info@ecommerce-europe.eu © Ecommerce Europe www.ecommerce-europe.eu Page 112
  • 41. Our Media Partners Interested in becoming a media partner? Contact us at info@ecommerce-europe.eu Ecommerce Europe media partners are (inter)national publishers and/or publications related to the European e-commerce industry. As the Internet continues to become a part of almost every aspect of our lives, the growing internationalization of the online retail sector places increasing demands on e-tailers to make rapid preparations for cross-border activity. Actors in the online trade sector are constantly being confronted with new challenges concerning legal issues, pricing, shipping, payment and supply. Strong partnerships are vital in order to tap into the cross-border market, optimise trade flows and ultimately increase profitability. Ecommerce Europe is looking for media partners who publish on e-commerce in the following sectors: • Affiliate marketing • Customer service • E-commerce systems • Email marketing • Fulfilment • Hosting • Payment solutions • Research & consultancy • Search Engine Optimization • Etc. © Ecommerce Europe www.ecommerce-europe.eu Page 113
  • 42. Ecommerce Europe membership Interested? Feel free to contact us: info@ecommerce-europe.eu Company Members Business partners Ecommerce Europe Company Members are B2C companies selling products and/or services online to consumers in Europe. Company membership is open to all B2C online companies at € 950 per year. Ecommerce Europe business partners are preferred suppliers of the European e-commerce industry. The cost is € 8,500 per year upon balloting. Benefits for COMPANY MEMBERS include: Benefits for PREFFERED BUSINESS PARTNERS include: • • • • • • • • • • • • • • Exclusive Ecommerce Europe business partner logo Yearly European B2C E-commerce Report (€1,950) 5 Regional Reports on European B2C E-commerce (€3,950) 2 Full Conference Packages Global E-commerce Summit Free entrance to 3 Ecommerce Europe pre-conferences Free entrance to Round Table meetings in 8 European cities Pro-active involvement white papers and position papers © Ecommerce Europe Exclusive Ecommerce Europe business partner logo Yearly European B2C E-commerce Report (€1,950) 5 Regional Reports on European B2C E-commerce (€3,950) 2 Full Conference Packages Global E-commerce Summit Free entrance to 3 Ecommerce Europe pre-conferences Free entrance to Round Table meetings in 8 European cities Pro-active involvement white papers and position papers www.ecommerce-europe.eu Page 114
  • 43. Ecommerce Europe’s reports on B2C e- commerce Interested? Order at research@ecommerce-europe.eu European B2C Ecommerce Report 2013: €1.950 Global B2C Ecommerce Report 2013: €2.450 5 European regional reports 2013: €790 per report including 30 Infographics and in-depth Country Profiles Regional /continental reports: €950 per report North America: USA, Mexico and Canada Latin America: Brazil, Argentina, Chile and others Asia-Pacific: Japan, China, India, Australia, Indonesia, Vietnam, South Korea etc. MENA REGION: Middle East and North Africa BRIC Countries: Brazil, Russia, Indonesia, China and other economic entities Western Europe Report Belgium, France, Ireland, Netherlands, and United Kingdom Central Europe Report Austria, Poland, Germany, Hungary, Poland and Switzerland Central Europe Report Austria, Poland, Germany, Hungary and Turkey Northern Europe Report Denmark, Estonia, Finland, Iceland, Latvia, Lithuania, Norway and Sweden Eastern Europe Report Romania, Russia, and Ukraine All-In-One Ecommerce Report Package: €4.950 (European and Global Report + 5 European Regional Reports + 5 Regional/Continental Reports) All European reports (5 regional reports + European Report): €2,950 All-In-One Ecommerce Report Package: €4.950 (European and Global Report + 5 European Regional Reports + 5 Regional/Continental Reports) © Ecommerce Europe Tailor-made reports are available upon request: research@ecommerce-europe.eu. www.ecommerce-europe.eu Page 115
  • 44. European Measurement Standard for E-commerce EMSEC EMSEC Definition of B2C e-commerce sales Classification of B2C E-commerce EMSEC aims to provide guidelines to measure and monitor B2C e-commerce in order to enable all European countries to provide data with respect to the penetration of B2C ecommerce in a standardised way. All Ecommerce Europe figures and estimates are based upon the EMSEC, unless otherwise noted. The EMSEC agrees with data and research by GfK. Definition of B2C e-commerce: ‘Any B2C contract on the sale of products or services fully or partly concluded by a technique for distance communication’. The following classification in Table 1 provides an overview of areas and sectors included in EMSEC. The EMSEC reports on sales figures for the total B2C e-commerce in Europe and in country profiles based on total sales of goods and services. Total sales of goods and services are based according to the areas/sectors/ classification of areas and sectors as laid down on the next few pages. All data are reported in the national currency of the country involved are converted into euros according to the average (annual) rate of exchange as provided by the European Central Bank (ECB). Growth rates are calculated and measured by the B2C e-commerce sales in national currency. © Ecommerce Europe Technique for distance communication: means that can be used for communication regarding the offer made by the trader and concluding an contract, without the necessity of the consumer and trader being in the same place at the same time. Contract: an contract whereby sole or partly use is made of one or more techniques for distance communication within the framework of a system organized by the trader for the distance sale of products and/or services, up to and including the moment that the contract is concluded; www.ecommerce-europe.eu Online purchases of the following items are excluded from EMSEC: • Transactions between private individuals/consumers (C2C) such as auctions and marketplaces and between businesses (B2B) • Online gambling and gaming • Car and motor vehicles • Houses and real estate • Utilities (e.g. water, heating, electricity) • Mortgages, loans, credit cards, overdrafts • Savings accounts, funds, stocks & shares, bonds. B2C e-commerce therefore includes all online transactions between businesses and consumers using desktop computers, laptops, tablets, smartphones, point-of-sales and smart-wearibles, such as webshop, physical store (‘online instore’), email, QR-code, catalogue, etc. B2C e-commerce includes Value Added Tax (VAT) or other sales tax, delivery costs and Apps, but exclude returns. Page 116
  • 45. European Measurement Standard for E-commerce EMSEC Food/Nearfood/Health Food/Nearfood Health & Beauty Food & Beverages Personal care & Hygiene Fresh produce Baby care Packaged consumer goods Perfume Detergents/household cleaning OTC Animal feed Tobacco Event Tickets Event Tickets Tickets for concerts and festivals Tickets for cinema and theater Tickets for zoos and amusement parks Tickets for museums Tickets for sport matches Fashion Clothing Underwear & Upperwear Children's wear Swimwear & Sportswear Nightwear & legwear Shoes & Personal lifestyle Shoes Jewellery, Bijoux, Watches & others fashion accessories (e.g. sunglasses) Bags, wallets, suitcases Sports & Recreation Sport & Recreation Sports hardware (e.g. football, tennis rackets) Bicycles & accessories Articles for camping and recreation Electronics Consumer Electronics Information Technology (IT) Photo-equipment Audio-equipment IT hardware (pc's, laptops, tablets etc.) Computer Software TV/video-equipment Music- instruments Car - electronics (navigation, audio etc.) USB-sticks, DVD/CDrecordable, ink cartridges, computer accessories Household Electronics MDA: air-conditioning, dishwashers, wash machines and other white goods SDA: equipment for personal care, home comfort, kitchen appliances Toys Toys Indoor –and outdoor toys © Ecommerce Europe www.ecommerce-europe.eu Page 117
  • 46. European Measurement Standard for E-commerce EMSEC Insurances Package Travel Package travel Travel Flight Tickets & Accommodations Flight Tickets Private Transport if booked through a tour operator Hotel stays Apartment/bungalow/camping site New indemnity, Life and Health Insurances -> all of the above not booked in combination with other travel-parts Media & Entertainment Media & Entertainment Music (physical, download & streaming)/Spotify based on new subscriptions Video (DVD, blue-ray, downloads) Games hardware & games software Books & e-books Apps New subscriptions newspapers ands magazines (no single copy sales) Telecom Telecom Smartphones, mobile phones & Phone devices Telefax and answering machines Headsets & Accessoires (mobile) phone’s Prepaid cards and tariffs of new phone subscriptions © Ecommerce Europe Liability insurance Car insurance Fire and theft insurance ANW-gap insurance (insurance for receiving a payment in addition to a survivor's allowance) Health Insurance – Base Health insurance additional Bike/caravan/motorbike/ scooter insurance Accident insurance Boat insurance Legal assistance insurance Home insurance Travel insurance (continuous/annual + shortterm) Insurance package Annuity insurance pension Life insurance Funeral insurance Endowment insurance based on savings Endowment insurance based on investments Disability insurance – entrepreneurs Disability insurance private Mortgage related disability insurance Mixed insurance (=endowment insurance + life insurance) Services Dating based on new subscriptions Other Services www.ecommerce-europe.eu Others Products Cars and parts Articles for animals Flowers & Plants Optician (excl. sunglasses, hearing-aid) Adult Page 118
  • 47. Definitions Definitions related to internet, e-commerce and online retailing Broadband access: the availability of broadband is measured by the percentage of households that are connectable to an exchange that has been converted to support DSL-technology, to a cable network upgraded for Internet traffic, or to other broadband technologies. It includes fixed and mobile connections (source: Eurostat) • E-households: amount of households that uses the Internet for personal gain. • E-household expenditure: expenditure per household that bought goods or services in the past year. • Cross-border e-commerce: percentage of e-commerce purchased at foreign sites • • E-commerce (or electronic commerce), a subset of e-business, is any B2C contract on the sale of products or services fully or partly concluded by a technique for distance communication’. European Measurement Standard for E-commerce (EMSEC): aims to provide guidelines to measure and monitor B2C e-commerce in order to enable all European countries to provide data with respect to the penetration of B2C ecommerce in a standardised way. • E-services (or electronic services) are defined as: “Deeds, efforts or performances whose delivery is mediated by information technology. Such e-service includes the service element of eretailing, customer support, and service delivery”. This definition reflects three main components- service providers, service receiver and the channels of service delivery (i.e., technology). (Jennifer Rowley, Professor Information and Communications, Manchester Metropolitan University, UK) • Inactive online population: users that have access to the Internet but have not (yet) purchased goods or services online in the past year. • • E-commerce GDP: total amount of goods and services online divided by the total Gross Domestic Product (GDP). • Economic Freedom Index: the Index of Economic Freedom is an annual guide published by The Wall Street Journal and The Heritage Foundation, Washington's No. 1 think tank. For over a decade, The Wall Street Journal and The Heritage Foundation have tracked the march of economic freedom around the world with the influential Index of Economic Freedom. © Ecommerce Europe www.ecommerce-europe.eu Page 119
  • 48. Definitions Definitions related to internet, e-commerce and online retailing • • • • Logistics Performance Index (LPI): The Logistics Performance Index (LPI) measures the logistics "friendliness" of 155 countries. It helps countries identify the challenges and opportunities they face in their trade logistics performance and what they can do to improve, The Index is developed by the World Bank, is based on a worldwide survey of operators on the ground such as global freight forwarders and express carriers . Mobile commerce (or m-commerce, mCommerce) is the ability to conduct commerce, using a mobile device e.g. a mobile phone, a PDA, a smart phone, a tablet or other (emerging) mobile equipment. Mobile subscriptions: mobile cellular telephone subscriptions are subscriptions to a public mobile telephone service using cellular technology, which provide access to the public switched telephone network. Post-paid and prepaid subscriptions are included (source: Eurostat) Online buyer (or e-shopper, e-buyer) is defined as an individual who regularly bought or ordered goods or services over the internet. © Ecommerce Europe • Online expenditure: spent per user who purchased goods or services online. • Online Retail (or e-retail, electronic retail or retailing or even etailing) is the selling of retail goods and services on the Internet. In the limited sense of the word, sectors such as online leisure travel, event tickets, downloading music or software are not included. Online-only retail shops are often referred to as pure players. • Penetration levels: the percentage of a population using the internet, mobile, smartphone and tablet devices. • Retail sales are defined as the selling of mainly goods from businesses to individuals from a traditional or so-called bricks-andmortar shop. • The Ease of Doing Business Index is developed by the World Bank, averages the country's percentile rankings on 9 topics, made up of a variety of indicators, giving equal weight to each topic. The rankings for all economies are benchmarked to June 2010. The Index covers 185 countries. www.ecommerce-europe.eu Page 120
  • 49. Methodology , Acknowledgements and Sources This report could only be realized by consulting a great many sources, available in the various countries and regions in Europe and around the globe. The wide variety of sources include public domain publications, blogs, websites, industry and financial specialist publications, regional and local news, annual reports, press releases, etc. etc. Sometimes the information sourced are contradictory. Sometimes different figures and data were given by different sources within the same country, f.e. due to different definitions. In our reports and country profiles we have mentioned different sources, definitions and the different outcomes of such reports, studies and interpretations. This report is meant solely for use by the recipient and is not for circulation. This report is based on information that we consider reliable, but we cannot vouch for its being accurate or complete, nor should it be relied upon as such. Opinions expressed are our current opinions as of the date of this report. © Ecommerce Europe The sources consulted include, but are not limited to: (Inter)national Associations • Ecommerce Europe • Distansehandel Norge (Norway) • FDIH (Denmark) • KAUPPA (Finland) • SDH (Sweden) Publications Corporate sources • A.T. Kearney • Deloitte • Facebook • Forrester • GfK • Google • Hybris • Innopay • Planet Retail • SaleSupply • Social Bakers • Twitter • TNS NIPPO • VDFR VAT Management • www.ecommerce-europe.eu • • • • eMarketer E-commercefacts.com Eurostat Internet Retailing Other sources • • • • • • • • • • • • Digital Hub Development Agency (DHDA) European Commission Eurostat European Central Bank (ECB) European Banking Association (EBA Clearing) International Monetary Fund (IMF) International Telecommunications Union (ITU) Internetworldstats National Statistics offices The Heritage Foundation United Nations (UN) CIA: World Factbook World Economic Forum Page 121
  • 50. About the authors Questions? Feel free to contact our researcher Jorij Abraham, Director Research & Advice Aad Weening, Advisor International eCommerce Jorij Abraham (1972) has been part of the international ecommerce community since 1997. He has been manager ecommerce at Bijenkorf, TUI and Sanoma Media and Director of Consulting as Unic Aad Weening (1941) has been involved in distance selling and retail practically all his working life. From 1966 until 1979 he offered legal and economic advice as well as lobbying services. Since 2013 he is Director of Research & Advise at Ecommerce Europe. He is also director of the eCommerce Foundation, a research institute offering practical ecommerce research and benchmark services. From 1979 he managed the Dutch Mail Order Association (today Thuiswinkel.org), first in the Netherlands first, later on a European level. Between 1993 and 2006 he served as Secretary General of the European Distance Selling Trade Association (EMOTA). Currently Weening is Senior Advisor at Ecommerce Europe. Janine Nöthlichs, Editor Bert Nagelvoort, Senior Researcher Janine Nöthlichs (1982) is the editor-in-chief of the international e-commerce news site E-commercefacts.com. Throughout the past years, she has worked on various e-commerce related publications and events, including the European Cross-Border Round Tables and the Global E-Commerce Summit; and is a regular jury member of the Cross-Border E-Commerce Awards at the Global E-Commerce Summit in Barcelona. Bert Nagelvoort (1977) has been working for Ecommerce Europe since 2014. He is involved in international e-commerce and develops the Ecommerce Europe reports. He studied Business Administration at the Radboud University Nijmegen and has a great interest in the international (digital) economy. Previously, Bert has worked as Projectmanager / Consultant in the financial services. Previously, Janine has worked for Kantar Media in Paris. Having studied in the Netherlands and Hungary. © Ecommerce Europe www.ecommerce-europe.eu Page 122
  • 51. Europe 2012 Key data at a glance 820 million 100% people live in Europe 529 million 64% people use the internet 48% 250 million people are e-shoppers West € 158,bn + 18,0% Central €76,3 bn + 20,5% South € 32,4 bn + 29,3% North €28,5 bn + 15,1% East € 13,6 bn + 33,0% 5,5% (€17bn) Europe € 312 bn +19% EU28 € 277 bn +18% 2, €16,0 trn GDP 2012 3,5% Contribution Internet Economy to GDP , jobs directly or indirectly via e-commerce 550.000 estimated online business 3,5 billion number of parcels annually (e) Estimated M-commerce Top 5 e-commerce countries in turnover (EURO million) Total B2C Ecommerce of goods & services 1 2 3 4 5 United Kingdom Germany France Hungary Russia € 96.193 € 50.000 € 45.000 € 12.969 € 10.302 5% Estimated share of online retail in total retail Top 5 emerging countries in % growth 1 2 3 4 5 Turkey Austria Ukraine Hungary Romania ‘’350 million social media users’’ 75% 61% 41% 35% 33% © Ecommerce Europe 2013 www.ecommerce-europe.eu 1 2 info: research@ecommerce-europe.eu 3 Figures and data in compliance with GfK In cooperation with Salesupply and Hybris
  • 52. Central Europe B2C Ecommerce Colophon National Associations: Ecommerce Europe Rue Trèves 59-61 B-1040 Brussels - Belgium Tel: +32 (0) 2 502 31 34 Website: www.ecommerce-europe.eu Contact us at: info@ecommerce-europe.eu For reports: research@ecommerce-europe.eu Twitter: @Ecommerce_eu Powered by: © Ecommerce Europe www.ecommerce-europe.eu Page 124

×