De Comeos e-commerce studie zit al aan de zevende editie en is het grootste e-commerce consumentenonderzoek in België, in samenwerking met InSites Consulting. In deze studie schetsten we een duidelijk beeld van de Belgische e-consument en hoe die evolueert in al zijn aspecten. Hét rendez-vous van het jaar voor iedere handelaar die intensief bezig is met e-commerce en omnichannel.
4. METHOD
CAWI on panel
Fieldwork: April 2017
Scope: Belgium
SAMPLE
n = 1.805
Age: 15-70
E-commerce L12M
COMPOSITION
Representative for Belgium
Gender, age and region.
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5. Books, Ebooks, Music on external carrier -e.g. CD, DVD, Blu-ray, etc., Digital music -e.g. mp3, etc., Music
via online streaming services -e.g. Spotify, etc., Food products, Toys and accessories, Video -e.g. film,
series, etc. on external carrier -e.g. CD, DVD, Blu-ray, etc., Travel tickets -e.g. airplane, boat, train, bus,
etc., Taxi and other transport services -e.g. taxi, car sharing, etc., Hotel/ overnighter bookings, Restaurant
bookings, Tickets to events -e.g. festival, concerts, etc., Tickets to leisure time centers -e.g. cinema, fun
fair, museum, etc., Bank products -e.g. current account, savings account, investment product..., Travel
assistance or cancellation insurance, Other insurances -e.g. fire, vehicle, life, pension scheme..., Personal
care products -e.g. hair products, creams, etc. Make-up and perfume, Health products -e.g. food
supplements, lenses, etc., Pharmaceutical products -not on prescription, Digital video -e.g. film, series,
etc., Video -e.g. film, series, etc. via online streaming services -e.g. Netflix, Stievie, etc., Games on
external carrier -e.g. games for console, computer, etc., Digital games -e.g. paying games on smartphone,
etc., Games via online streaming services, Game consoles and accessories, Car, Motorbike , Bicycle,
Tools -e.g. sawing machine, hammer, etc., Other DIY materials -e.g. wood, electrical cables, etc., Garden
decoration -e.g. garden furniture, decoration articles, etc., Garden maintenance -e.g. lawn mower,
maintenance products, etc., Flowers, plants, etc., Chocolates, General food –supermarket, Prepared food -
e.g. takeaway, catering, etc., Meal packs, delivered in box –unprepared, Computer / laptop, Computer
hardware -e.g. printer, external hard drive, etc., Computer software, Television, Photo cameras and video
recorders, Household appliances -e.g. iron, hoover, microwave oven, etc.; Electronics for personal car -e.g.
electric toothbrush, razor, etc.; Tablet, Smartphone, Tablet or smartphone accessories -e.g. charger, cover,
etc.; Other 'smart devices' -e.g. activity tracker, smart watch, e-reader, etc.; Large pieces of furniture -e.g.
sofa, bed, etc., Small pieces of furniture -e.g. side table, small cupboard, etc., Home decoration -e.g.
candles, textiles, etc. , Cooking material -e.g. pots, pans, etc., Telecom services -e.g. internet connection,
68
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6. - 74 -
n = 697 | Filter: purchased in the last 12 months
Meaningful difference compared with total
Past online purchases
Penetration Drivers E-commerceBooks & Ebooks category has a higher
than total buying frequency (5+ times per
year). Compared to total, purchasing
books is more popular among young
people (15-24 yo). Home delivery is the
most preferred delivery method.
Sector slides
Books & Ebooks
Profile
37%
47%
38%
35%
28%
16%
24%
% bought 5+ times
Future online purchases
Purchased in the last 12 months
Are planning to purchase in the next 12 month
All categories
Category
17%
22%
% intent to buy more
All categories
Category
Future intent to buy
All categories
Gender Age
All
categories 50% 50% 17% 19% 20% 21%
FemaleMale
31%
8%
1%
Books
EBooks
Other
Top 5
Because it gets delivered to my
door
Because it saves time
Because I'm can shop 24 hours a
day
Because I can find products and
services at lower prices
Because I have a wider selection of
products/ services online
43%
42%
40%
33%
30%
21% 20%
15%
21% 23%
15-24 25-34 35-44 45-54 55-70
23%
59%41%
34%
8%
1%
Books
EBooks
Other
39% Category
30% All categories
35%
26%
Category
All categories
All
categories
- 75 -
n = 697 | Filter: purchased in the last 12 months
Meaningful difference compared with total
Method
Sector slides
Books & Ebooks
Payment Delivery
Pre purchase information
Top 5 websites
Amount last purchase
Payment method
Delivery method
Delivery time
65%
10%
8%
3%
1%
6%
8%
81%
11%
8%
Between 9u and 18u
Between 9u and 20u +pay
more
24h/7 +pay more
Only on weekdays
Also on weekend + pay
more
Also on Sunday + pay
more
78%
14%
8%
Delivery day
Satisfaction
NPS score
4%
42%
37%
17%
All categories
34€ For category 114€
73%
13%
11%
All categories
32%
28%
11%
5%
4%
35% Amazon
26% Bol.com
8% Fnac
6%
Standaardboek-
handel
4% Eci
88%
Category
84%
All categories
28 25
Yes, only offline
Yes, only online
Yes, offline and online
No, I did not search
for any information Online
Offline
Mobile
4%
45%
30%
21%
36%
27%
10%
5%
4%
Online – Credit
card
Online – Bank
card
Online – PayPal
Mobile app - My
bank's app
Offline – Bank
transfer
Home delivery
Pick-up at a pick-up point
Pick-up at the shop
Delivery at work
Pick-up in a locker
Other
Does not matter to me
85%
8%
7%
89%
9%
3%
71%
8%
4%
4%
1%
7%
6%
78%
9%
9%
All categories
All
categories
Category All categories
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7. stəˈbɪlɪti
The state of being firm, steady, secured.
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8. E-commerce experience
Penetration last year
2011 2012 2013 2014 2015 2016 2017
Q: Did you buy new -non-second-hand products or services via the Internet in the past 12 months?
BOUGHT LAST 12M
45% 46%
57% 60%
63%
2015201420132011 2012
63%
2016
63%
2017
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Among Belgian population
9. E-commerce experience
Penetration last year
2011 2012 2013 2014 2015 2016 2017
Q: Did you buy new -non-second-hand products or services via the Internet in the past 12 months?
BOUGHT LAST 12M
58% 59%
70%
74% 74%
2015201420132011 2012
74%
2016
74%
2017
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Among online Belgian population
10. 26%
52%
5%
17%
Purchased only via computer/laptop
Purchased only via smartphone/tablet
Purchased via computer/laptop and smartphone/tablet
Haven’t purchased in the last 12 months
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11. E-commerce experience
Penetration last year
Q: Did you buy new -non-second-hand products or services via the Internet in the past 12 months?
n = 2481 | Filter: Bruto sample
*Extrapolated to the Belgian population regarding the current internet-population (85% in 2014 based on http://www.internetlivestats.com)
PROFILING
77%
71%
81%
81%
77%
74%
64%
74%
74%
69%
82%
88%
Male
Female
15-24
25-34
35-44
45-54
55-70
Dutch
French
Less than 2500
2500-3500
More than 3500
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12. n = 2481 | Filter: Bruto sample
*Extrapolated to the Belgian population regarding the current internet-population (85% in 2014 based on http://www.internetlivestats.com)
TOP CATEGORIES
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13. TOP CATEGORIES
64%
62%
50%
41%
39%
36%
31%
27%
25%
23%
20%
20%
19%
18%
8%
2%
Fashion
Travel & Leisure
Computers & Electronics
Health & Beauty
Books and eBooks
Entertainment
Toys & Hobbies
Home
Sport
Financial products
DIY & Garden
Food
Animals
Telecom
Vehicles
Pralines
52%
36%
13%
11%
10%
1%
Clothing
Shoes
Jewellery
Leathers and bags
Other fashion
accessories
Other
See sector fiches for
details. e.g. fashion
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14. I HAVE FAITH IN E-COMMERCE
59%
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15. WHEN I ORDER A PRODUCT ONLINE, I WOULD
LIKE TO FOLLOW ITS STATUS ON THE INTERNET
72%
77%
66%
74%
20152014 2016 2017
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16. BARRIERS E-COMMERCE
37%
22%
22%
19%
19%
18%
18%
18%
13%
10%
8%
6%
4%
8%
See & try it first
Talk to a shop assistant/dealer
I have all I need in physical shops
I don't like to share my personal data
I have serious doubts concerning the security
I have to be home for delivery
I want to check stock in a physical shop
I don't have / want to use a credit card
Wider selection in real world
Not sufficient Internet experience
More product info in real world
Prices aren’t lower
Experienced too many fails
Other reason
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Among those with no experience
17. E-commerce experience
Penetration last year
Q: Did you buy new -non-second-hand products or services via the Internet in the past 12 months?
I don't like to share my personal data
31% 32%
22%
25% 24% 24%
19%
2015201420132011 2012 2016 2017
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Among those with no experience
18. E-commerce experience
Penetration last year
Q: Did you buy new -non-second-hand products or services via the Internet in the past 12 months?
I HAVE SERIOUS DOUBTS ABOUT THE SECURITY
36%
30% 31%
25% 24%
22%
19%
2015201420132011 2012 2016 2017
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Among those with no experience
19. ɡrəʊθ
The process of increasing in size.
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20. 2015201420132011 2012 2016 2017
A TSUNAMI OF E-COMMERCE
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22. INTENTION AMONG UNEXPERIENCED
16% 26% 35% 19% 4%
Certainly not Probably not Neutral Probably Certainly
TO
CONVINCE 58
%
TO
FORGET
42
%
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23. - 23 -
52%
5%
17%
Purchased only via computer/laptop
Purchased only via smartphone/tablet
Purchased via computer/laptop and smartphone/tablet
Haven’t purchased in the last 12 months, but considering
10%
26%16%
Haven’t purchased in the last 12 months, not considering
Potential market:
90%
Absolute market:
74%
Relative market:
82%
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24. E-commerce experience
Penetration last year
- 24 -
2011 2012 2013 2014 2015 2016
2017
Q: Did you buy new -non-second-hand products or services via the Internet in the past 12 months?
n = 2481 | Filter: Bruto sample
*Extrapolated to the Belgian population regarding the current internet-population (85% in 2014 based on http://www.internetlivestats.com)
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81%
74%
70%
61%
41%
55-7045-5435-4415-24 25-34
INTENTION (T3) CROSS AGE
Among those with no experience
25. BARRIERS
- 25 -
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See & try it first
Talk to a shop assistant/dealer
I have all I need in physical shops
I don't like to share my personal data
I have serious doubts concerning the security
I have to be home for delivery
I want to check stock in a physical shop
I don't have / want to use a credit card
Wider selection in real world
Not sufficient Internet experience
More product info in real world
Prices aren’t lower
Experienced too many fails
Other reason
44%
28%
23%
21%
23%
12%
22%
20%
16%
8%
8%
6%
4%
7%
31%
19%
22%
17%
15%
23%
15%
16%
12%
11%
8%
7%
5%
9%
TO CONVINCETO FORGET
26. əˈdɪkʃ(ə)n
The fact or condition of being addicted to
a particular substance or activity.
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27. E-commerce experience
Penetration last year
Q: Did you buy new -non-second-hand products or services via the Internet in the past 12 months?
AT LEAST MONTHLY PURCHASE
17% 16%
24%
28%
33% 35%
42%
2015201420132011 2012 2016 2017
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28. E-commerce experience
Penetration last year
Q: Did you buy new -non-second-hand products or services via the Internet in the past 12 months?
n = 2481 | Filter: Bruto sample
*Extrapolated to the Belgian population regarding the current internet-population (85% in 2014 based on http://www.internetlivestats.com)
NUMBER OF CATEGORY PURCHASES PER YEAR
3,7 4,0 3,9 4,1 4,3 4,5 4,8
2015201420132011 2012 2016 2017
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Based on 14 ‘main categories’
29. NUMBER OF SUBCATEGORY PURCHASES PER YEAR
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Based on 68 ‘sub categories’
34. TOM websites for e-commerce
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35. TOM of the “BIG FOUR”
34
%
80
%
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36. THERE ARE A FEW WEB SHOPS I ALWAYS
SURF TO WHEN I WISH TO BUY SOMETHING
ONLINE
70%
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37. PENETRATION “BIG 4” LAST PURCHASE
61%
43%
40%
38%
36%
33%
31%
29%
13%
Books and eBooks
Entertainment
Toys & Hobbies
Computers & Electronics
Home
Fashion
Sport
DYI & Garden
Health & Beauty
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38. THE BATTLE FOR THE ONLINE CUSTOMER
PLATFORM
TECHNOLOGY
RETAILER
PRODUCER
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39. EACH SECTOR HAS ITS OWN BATTLE
THE LONGTAIL
OF FASHION
Zalando: 33%
Alieexpress: 5%
Rest: < 5%
THE RISE OF
MEALS
Platform: 32%
Supermarket: 23%
Meal packages: 11%
THE HEALTHY
BEAUTY SECTOR
Newpharma.be: 14%
Yves-rocher: 13%
Iciparisxl: 8%
THE BATTLE OF
SPORTS
Zalando: 22%
Decathlon: 21%
Bol.com 8%
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40. PUTTING THE STANDARD
SATISFACTION
% top 2
NPS
% promotors
“BIG FOUR” OTHER
87% 83%
41% 36%
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44. The secret of change is to
focus all of your energy,
not on fighting the old, but
on building the new.
- Socrates -
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45. kənˈviːnɪəns
The state of being able to proceed with
something without difficulty.
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47. 47%
38%
37%
35%
28%
25%
24%
18%
15%
14%
12%
6%
It saves time
Shop 24h / day
Delivered to my door
Lower prices
Wider selection
Special discounts / promotions
Compare & review
Avoiding crowds
More info online
Check stock of items
Items that aren’t available in my country
Other reason
+7%
+3%
-2%
-6%
+1%
-6%
+2%
0%
+1%
-1%
-2%
+2%
Evolution
2017 - 2016
3 MAIN REASONS TO BUY ONLINE
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48. BARRIERS
See & try it first
Talk to a shop assistant/dealer
I have all I need in physical shops
I don't like to share my personal data
I have serious doubts concerning the security
I have to be home for delivery
I want to check stock in a physical shop
I don't have / want to use a credit card
Wider selection in real world
Not sufficient Internet experience
More product info in real world
Prices aren’t lower
Experienced too many fails
Other reason
44%
28%
23%
21%
23%
12%
22%
20%
16%
8%
8%
6%
4%
7%
31%
19%
22%
17%
15%
23%
15%
16%
12%
11%
8%
7%
5%
9%
TO CONVINCETO FORGET
15 – 24 yo: 29%!
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Among those with no experience
49. 44%
20%
20%
7%
10%
For free
Less than € 4,00
€ 4,00 till € 7,50
€ 7,50 till € 10,00
More than € 10,00
2016: +10%
2011: +26%
WILLIGNESS TO PAY FOR DELIVERY
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52. WHEN I AM ABOUT TO BUY A PRODUCT ONLINE, I
ALWAYS CHECK ONE LAST TIME WHETHER I
CANNOT FIND IT ANY CHEAPER ANYWHERE ELSE
60%
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53. 21%
7%
8%
6%
4%
5%
4%
2%
3%
1%
2%
12%
11%
8%
6%
8%
6%
5%
3%
2%
2%
1%
8%
11%
9%
7%
7%
6%
5%
4%
3%
3%
2%
Price
Quick delivery
Satisfaction with previous experiences
Product selection and availability
Low shipment costs
Trust and safety
User-friendliness of the website
Return or guaranty policy
Accidental - just where I found it
Completeness of the product information
Recommended by a friend
Other
TOP 1 TOP 2 TOP 3
61% 59%
36% 54%
37% 37%
32% 25%
24% 34%
25% 23%
21% 19%
10% 19%
14% 8%
9% 7%
10% 4%
7% 2%
BIG 4OTHER
DRIVERS WEBSITE CHOICE
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54. ɪkˈspɪərɪəns
An event or occurrence which leaves an
impression on someone.
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55. Price
Quick delivery
Satisfaction with previous experiences
Product selection and availability
Low shipment costs
Trust and safety
User-friendliness of the website
Return or guaranty policy
Accidental - just where I found it
Completeness of the product information
Recommended by a friend
SATISFACTION / NPS DRIVERS
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57. 60%
40%
34%
22%
27%
31%
21%
12%
9%
15%
9%
5%
Price
Quick delivery
Satisfaction with previous experiences
Trust and safety
Low shipment costs
Product selection and availability
User-friendliness of the website
Return or guaranty policy
Completeness of the product information
Accidental - just where I found it
Recommended by a friend
Other
62%
45%
43%
29%
28%
27%
20%
14%
8%
7%
6%
5%
PROMOTORSNON PROMOTORS
DRIVERS NPS WEBSITE
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58. RAISING EXPECTATIONS
The extent of the
range
The product
price
The quality of the
offer
The staff's
expertise
The general
shopping
experience
32% 30% 28% 25% 23%
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59. 6%
17%
77%
Yes, several times
Yes, once
No
ENCOUNTERED A PROBLEM
45%
16%
12%
9%
24%
7%
Wrong / damaged / incomplete / missing
delivery
Conscious faulty information on the
website
Payment fraud -e.g. hacked payment
website
Fraud concerning return shipment
Other
I don’t know
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62. MAIN REASONS OF RETURN
3%
6%
5%
80%
6%
I bought the product elsewhere after all
I ordered several products, but intended to only keep one
I wanted to see the product, but had no intention to buy it
The product did not answer my wishes
Other reason
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63. ɪntɪˈɡreɪʃ(ə)n
The action or process of integrating and
embedding something.
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64. 26%
52%
5%
17%
Purchased only via computer/laptop
Purchased only via smartphone/tablet
Purchased via computer/laptop and smartphone/tablet
Haven’t purchased in the last 12 months
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65. E-commerce experience
Penetration last year
Q: Did you buy new -non-second-hand products or services via the Internet in the past 12 months?
FUTURE MOBILE INTENTION
28%
31%
41%
2015 2016 2017
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66. E-commerce experience
Penetration last year
Q: Did you buy new -non-second-hand products or services via the Internet in the past 12 months?
n = 2481 | Filter: Bruto sample
*Extrapolated to the Belgian population regarding the current internet-population (85% in 2014 based on http://www.internetlivestats.com)
PROFILING
Male
Female
15-24
25-34
35-44
45-54
55-70
Dutch
French
Less than 2500
2500-3500
More than 3500
25%
20%
34%
32%
25%
18%
10%
21%
24%
18%
28%
30%
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67. BARRIER M-COMMERCE
52%
37%
37%
31%
31%
26%
25%
Screen too small
Difficult online payments
Don't trust it
Takes too much data
Webshops not responsive
Battery drained too much
No powerfull internet connection
1%
11%
0%
3%
4%
-15%
-7%
Evolution
2017 - 2016
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68. THE FUTURE IS MOBILE
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