North America B2C E-Commerce Report 2011

North America B2C E-Commerce Report 2011

February 2011

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RESEARCH ON INTERNATIONAL MARKETS
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February 2011

Publication Date
February 2011
Language
English
Format
PDF & PowerPoint
Number of Pages/Charts
82
Covered Countries
USA, Canada
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Key Findings
Covering Trends, Sales, Shares, Products, Users/Shoppers and Players

• In 2009, B2C E-Commerce reached 3.7% of total retail sales in the US, up from 3.3% in 2008.

• The number of Internet users in the US is forecasted to reach nearly 230 million in 2011, accounting for
more than 70% of the total population.

• Developments such as private sales sites and group buying noticeably further increase the turnover that
might be attained in US E-Commerce, as do the integration of online and offline activities.

• In Canada, B2C E-Commerce is on the rise, with 39% of Canadians aged 16 and older shopped online in
2009, buying more than CAD 15 billion worth of goods. The majority (84%) of Canadian online shoppers paid
directly over the Internet for their purchases in 2009.

• Amazon.ca was the leading B2C E-Commerce player in Canada in 2009, reaching a market share of
approximately 40%. Alongside strong competition from the USA, Canadian players such as Aldo Shoes
(footwear), Roots (leather goods) and La Senza (undergarments) were especially successful.

Company and Product Information
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Table of Contents (1 of 2): USA
1. Management Summary 4. Shares

2. Trends • US B2C E-Commerce (excl. Travel) as a % of total
Retail Sales, 2008-2009
• 10 Key Trends in US Online Retail 2011
• E-Commerce Spending Trends of affluent
Households in the US, by Income, Q2 2010 5. Products
• Share on B2C E-Commerce Sales in the US, by
Multi-Channel and Internet Pure Players, in %, • Top 30 Categories by Share of Online Sales in the
Q3 2008-Q3 2010 US, in %, 2009 & 2014f
• Multi-Channel Shopping Behavior of Internet Users • Online Spending by Gender and Category in the
in the US, September 2010 US, in %, 2010
• Website Features which increase the Likelihood to
Purchase from that Website in the US, in % of
Respondents, 2009 6. Users / Shoppers
• Share of E-Commerce Transactions with Free Ship
ping in the US, in %, Q3 2008-Q3 2010 • Development of Internet Users and its Percentage
of Country Population in the US, 2008-2014f
• Average Order Value, by Free Shipping and Paid
Shipping Orders in the US, in USD, • Online Buyers, Transactions and Dollars spent by
Q3 2008-Q3 2010 Gender, in %, 2010
• Market Share of PayPal by Transactions and B2C • Total Broadband Subscribers in the US, compared
E-Commerce Revenues in the US, in %, 2006-2010 to Germany and the OECD Average, 2004-2010
• Mobile Broadband Users and Penetration, in • Total Broadband Subscribers per 100 Inhabitants
millions and in %, in the US and the Top 4 in the US, compared to Germany and the OECD
Countries by mobile Broadband Subscribers, Average, 2004-2010
Q2 2010 • Broadband Subscribers in the US, by Access
• US Smartphone Penetration, in % of all mobile Technology, compared to the OECD Average in %,
Subscribers, Q4 2009-Q3 2010 2010
• Top 10 Mobile Categories accessed via Applications • Share of Broadband and Dial-Up Access Technology
in the US, by total Audience, in thousands and in the US, in %, 2000-2010
Growth vs. April 2009, in %, April 2010
• Purchased Products by US Mobile Users, in %,
2009 & 2010
7. Players
• Development of Mobile Internet Users and its
Percentage of Country Population in the US,
2008-2014f • Share of the Top 25 Online Retailers on total
• US M-Commerce Sales Trends, in USD billion, E-Commerce Revenue, in %, Q3 2009-Q3 2010
2008-2010 • Favorite 50 Online Retailers
• US M-Commerce Trends for 2011 • Top 10 Online Retailers Based on Conversion Rate,
• US M-Commerce Opportunities for Retailers in %, March 2010
• M-Commerce Features used by US Multi-Channel • Top 10 B2C Internet Retailers in the US, by Online
Retailers, in %, February 2010 Revenue in USD billion, 2008-2009
• M-Commerce Usage by affluent US Customers, by • Rank 1: Facts about Amazon.com
Frequency in %, March 2010 • Rank 2: Facts about Apple.com
• Rank 3: Facts about Walmart.com
3. Sales • Rank 4: Facts about Sears.com
• Rank 5: Facts about CDW.com
• Total Retail Sales in the US, in USD billion, 2003- • Rank 6: Facts about BestBuy.com
2009; Sales of Electronic Shopping and Mail-Order • Rank 7: Facts about Newegg.com
Houses, in USD billion, 2003-2009
• Rank 8: Facts about Sony.com
• US Retail B2C E-Commerce Sales (USD billion and
% Increase vs. prior Year), 2008-2014f • Rank 9: Facts about Costco.com
• US Retail B2C E-Commerce Sales (USD billion and • Rank 10: Facts about JCPenney.com
% Increase vs. prior Quarter), Q1 2007-Q3 2010



Table of Contents (2 of 2): Canada
1. Management Summary 5. Products

2. Trends • Types of Goods ordered online, in % of Online
Shoppers, 2007 & 2009
• Internet Usage Trends in Canada, 2010
• Demographics of Internet Users, incl. Age, Gender,
Education, Income, 2005, 2007 & 2009
• Broadband Internet Usage in Canada, 2009
6. Users / Shoppers
• Online Activities of Internet Users at Home, in %,
2009
• Internet Users and its Percentage of Country
• B2C E-Commerce Trends in Canada Population in Canada, 2005, 2007 & 2009
• Number and Value of Online Orders in Canada, • Total Broadband Subscribers in Canada, compared
2009 & 2007 to Germany, USA and the OECD Average,
• Social Network Users in Canada, in millions and in 2004-2010
% of Internet Users, 2008-2014f • Total Broadband Subscribers per 100 Inhabitants
• M-Commerce Trends in Canada, 2010 in Canada, compared to Germany, USA and the
• Most purchased Product Categories by Mobile OECD Average, 2004-2010
Shoppers in Canada, in %, 2010 • Broadband Subscribers in Canada, by Access
Technology. compared to the OECD Average, in %,
2010
• Internet Shoppers and Percentage of Country
3. Sales Population in Canada, 2005, 2007 & 2009

• Total Retail and Distance Sales in Canada, in CAD
billion, 2005-2009
• B2C E-Commerce Sales in Canada, in CAD billion,
2005, 2007 & 2009
7. Players

• Facts about Amazon.ca
• Facts about Dell.ca
4. Shares
• Facts about Apple.ca
• Share of B2C E-Commerce Sales on total Retail • Selected Online Fashion Retailers in Canada,
Sales in Canada, in %, 2005, 2007 & 2009 by Online Activities, 2010



Samples

Trends Sales Shares Products Users / Shoppers Players

Amazon.com is the leading B2C E-Commerce retailer
worldwide with online sales of USD 24.5 billion in 2009 (+28%).
Rank 1: Facts about Amazon.com
Name of Company Amazon

Headquarters USA

Major Online Shops www.amazon.com

Company Type Online Pure Player

Product Range Multi-Category Retailer

Total Revenue 2009 USD 24.5 billion (+27.9%)

Year Ended December 31

Sales of products by third party sellers on our
websites represented 30% of unit sales in 2009.
News (E-Commerce)
Active seller accounts increased 24% to 1.9 million
for the year.

B2C E-Commerce Revenue (Net Sales, includes the Marketplace)
Currency 2009 2008 Growth in %

EUR billion 17.62 13.10 +34.6

USD billion 24.51 19.17 +27.9

Source: Company homepages, business reports, business and company databases, journals, company registries, news portals, industry and trade associations

48


Trends Sales Shares Products Users / Shoppers Players

In 2009, the average Canadian online shopper ordered 9 times per
year with an average order value of CAD 158.
Number and Value of Online Orders in Canada, 2009 & 2007

% of the Population 2007 2009

Internet users (%) 73 80

Online shoppers (%) 32 39

Number of orders

Total number (thousands) 69,886 95,669

Average number per person 8,3 9

Value of orders

Total value ($ thousands) 12,772,147 15,071,062

Average value per person ($) 1,52 1,42

Average value per order ($) 183 158

Source: Statistics Canada, September 2010

65


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North America B2C E-Commerce Report 2011

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