Portugal Ecommerce Report Highlights Strong Growth and Online Shopper Increase
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Portugal has experienced steady economic growth in recent years, with GDP and GDP per capita rising between 2012-2017. Ecommerce has also grown significantly, with B2C ecommerce turnover increasing by over 10% annually. The top online shopping categories are mobile/electronics, fashion/jewelry, and sports/leisure. eBay, Amazon, and Booking are among the most popular ecommerce websites in Portugal.
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Portugal Ecommerce Report Highlights Strong Growth and Online Shopper Increase
- 2. www.ecommercefoundation.org0 2 Thank you for downloading this report. We hope this report will help you take the next step in selling online in Portugal. The Ecommerce Foundation is an independent nonAprofit organization, initiated by worldwide national ecommerce associations, as well as online and omnichannel selling companies from industries such as retail, travel & finance. Our mission is to foster global digital trade, as peace is the natural effect of trade. By facilitating digital commerce we hope to make the world a slightly better place. We especially would like to thank our Report Partners; namely Ingenico, Asendia, Ecommerce Europe, Manhattan Associates and SAP. Without their support, this report would not have been created. Moreover, a great amount of gratitude is extended to the Ecommerce Association of Portugal, ACEPI, for its support in data collection and promotion. If you like our reports, please visit our report page on www.EcommerceWiki.org. On this page, you will find a large collection of Ecommerce Country Reports for free. Your feedback is also very much appreciated. Please contact us at info@ecommercefoundation.org. Jorij'Abraham MD'Ecommerce'Foundation Thank0you…
- 3. www.ecommercefoundation.org0 3 A0Thank0You0to0our0Report0Partners Manhattan Associates is a technology leader in supply chain and omniAchannel commerce. We unite information across the enterprise, converging frontAend sales with backAend supply chain execution. Our software, platform technology and unmatched experience help drive both topAline growth and bottomAline profitability for our customers. Manhattan Associates designs, builds and delivers leading edge cloud and onApremises solutions so that across the store, through your network or from your fulfilment centre, you are ready to reap the rewards of the omniAchannel marketplace. Asendia is one of the world’s top three international mail, shipping and distribution organizations, delivering your packages, parcels and documents to more than 200 destinations across the globe. Formed as a partnership between La Poste and Swiss Post in 2012, the Asendia business employs more than 1,000 people worldwide, has offices in 15 countries and a global network of delivery partners to get your package where it needs to be, when it needs to get there. Ingenico is the most knowledgeable global Payment Service Provider in the world, processing international ecommerce payments for more than 600 of the world’s most recognized ecommerce brands in the digital goods and services, travel, retail and video gaming industries, among many others. Ingenico’s business intelligence tools, Managed Fraud Services and more than 400 payments experts help our clients elevate their payment strategies to become a strategic asset to their companies. Ecommerce0Europe0is0the0association0representing025,000+0companies0selling0goods0and/or0services0online0to0consumers0in0Europe.0Founded0by0leading0 national0eAcommerce0associations,0Ecommerce0Europe0is0the0voice0of0the0eAcommerce0sector0in0Europe.0Its0mission0is0to0stimulate0crossAborder0eA commerce0through0lobbying0for0better0or0desired0policy,0by0offering0a0European0platform0bringing0the0European0eAcommerce0sector0and0other0 stakeholders0together,0and0by0providing0inAdepth0research0data0about0European0markets. SAP0Hybris0solutions provide omnichannel customer0engagement0and commerce0software0that allows organizations to build up0a0contextual understanding of0their customers in0real0time,0deliver a0more0impactful,0relevant0customer0experience,0and sell more0goods,0services0and digital0content0across every touch point,0channel and device.0SAP0Hybris0software0for customer0engagement0and commerce0provides organizations with the foundation,0framework and business0tools0to create a0holistic customer0view0across channels,0simplify customer0engagement0and solve complex0business0problems. The0ACEPI0– Digital0Economy0Association0is0a0nonAprofit0organization,0established0in02000,0whose0mission0is0to0enhance,0promote0and0maintain0the0dignity0 of0the0Digital0Economy0in0Portugal.0In0this0mission,0ACEPI0has0cooperated0with0the0Portuguese0State0and0with0the0European0Union0in0order0to0create,0for0 example,0adequate0and0harmonized0legal0and0fiscal0frameworks;0as0well0as0selfAregulatory0mechanisms0that0are0of0the0utmost0importance0for0the0 development0and0trust0in0the0digital0business.
- 6. www.ecommercefoundation.org0 6 Population:'10,833,816 Institution:'Republic/'Parliamentary' Democracy Internet'users:'86% URL'country'code:'.pt Official'language:'Portuguese Widely'spoken'foreign'languages: Mirandese Area:092,5680Km2 Capital:0Lisbon Currency:0EURO0(EUR) Demographic0Indicators 1Age0and0Gender.0Source:0CIA0World0Factbook,02017;0Eurostat02017. 8.1% 6.1% 21.2% 5.6% 7.8% 7.4% 5.3% 20.7% 6.5% 11.3% 0A14 15A24 25A54 55A64 65+ Female Male 15.5% 11.4% 41.9% 12.1% 19.1% AGE'AND'GENDER1 Population0by0age0and0gender,02016
- 7. www.ecommercefoundation.org0 7 Year GDP'(in'millions'of'euros) GDP'per'capita 2017(f) €0174,720,000,000 €017,021.28 20160 €0172,840,000,000 €016,773.36 2015 €0171,120,000,000 €016,533.65 2014 €0168,670,000,000 €016,216.61 2013 €0167,160,000,000 €015,985.01 2012 €0169,070,000,000 €016,079.17 EYCOMMERCE'SHARE'OF'GDP'2 EAcommerce0share0of0GDP,020120– 2017(f)0 1Total0GDP.0Source:0Eurostat,02016.0|02EAcommerce0Share0of0GDP.0Source:0ACEPI;0Ecommerce0Foundation02017.0 1.51% 1.72% 1.9% 2.22% 2.43% 2.71% 2012 2013 2014 2015 2016 2017(f) TOTAL'GROSS'DOMESTIC'PRODUCT1 GDP0at0market0prices,020120– 2017(f) Portugal0GDP0continues0to0grow0steadily Ecommerce share'of'GDP'2017(f):'Total'Ecommerce Turnover'/'GDP'''= 2.71% Full'version'available'at www.ecommercefoundation.org/reports Full'version'available'at www.ecommercefoundation.org/reports
- 8. www.ecommercefoundation.org0 8 UNEMPLOYMENT'RATE1 Percentage0of0the0total0labor0force,02012A2016 15.8% 16.4% 14.1% 12.6% 11.2% 2012 2013 2014 2015 2016 INFLATION'RATE2 Annual0change0on0Consumer0Price0Index0(CPI),02012A2016 2.8% 0.3% A0.3% 0.5% 0.6% 2012 2013 2014 2015 2016 A12.6 A11.3 A11.3 A12.4 A11.9 A12.6 A13 A13.3 A12.4 A11.6 A10.5 A8.2 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec CONSUMER'CONFIDENCE'INDEX'(CCI)3 Economic0Indicators CCI0on0a0monthly0basis,02016 1Unemployment0&02Inflation.0Source:0Eurostat 2017.0|03CCI.0Source:0Tradingeconomics,02017.
- 9. www.ecommercefoundation.org0 9 36th Logistics'Performance' Index EYgovernment'Index Ease'of' Doing'Business'Index 25th 38th Logistical Performance Index1 The LPI overall score reflects perceptions of a country's logistics based on, among other things, efficiency of customs clearance process, quality of tradeA and transportArelated infrastructure and ease quality of logistics services. Ease of Doing Business Index2 A high ease of doing business ranking means the regulatory environment is more favorable for the starting and operation of a local firm. The rankings are determined by sorting the aggregate distance to frontier scores on 10 equal topics. EYGovernment Development Index3 The UN’s EAGovernment Index provides a comparative assessment of the eA government development of UN Member States. Important factors contributing to a high level of eAgovernment development are concurrent past and present investments in telecommunication, human capital and provision of online services. 1LPI0&02EDBI.0Source:0Worldbank,02016.0|03EAgovernment.0Source:0UN,02016.0 Portugal ranks025th in0Ease0of0Doing0Business0Index
- 12. www.ecommercefoundation.org0 12 1B2C0Ecommerce.0Source:0Ecommerce0Foundation;0ACEPI,02016.0|02Turnover0Growth0Rate.0Source:0ACEPI;0Ecommerce0Foundation,02017. TURNOVER'GROWTH'RATE2 Percentage0change0in0B2C0ecommerce0turnover,02012A2017(f) B2C'ECOMMERCE1 Total0online0sales0of0goods0and0services,0in0billions0of0euros,02013A20170(f) EAcommerce0growth0rate0declining,0but0sales0still0increasing €02.880 €03.20 €03.80 €04.20 €04.730 2013 2014 2015 2016 20170(f) 11.54% 12.57% 11.23% 18.47% 10.52% 12.47% 2012 2013 2014 2015 2016 2017(f) Full'version'available'at www.ecommercefoundation.org/reports
- 13. www.ecommercefoundation.org0 13 2013 2014 2015 2016 2017(f) Total Population1 10,457,295 10,401,062 10,349,803 10,304,434 10,264,797 Online'Population2 6,797,242 6,968,712 7,244,862 7,316,148 7,390,654 Number of'eYshoppers3 2,582,952 2,717,798 3,187,739 3,145,944 3,429,263 43%'of0the0online0population0in020160shopped0online 1Total0Population.0Source:0Worldbank,02017.0|02Online0Population.0Source:0Eurostat;0Ecommerce Foundation,02017.0|03EAshoppers.0Source:0Eurostat;0Ecommerce Foundation,02017. Full'version'available' at www.ecommercefoun dation.org/reports
- 16. www.ecommercefoundation.org0 16 Internet0Browsers:0Chrome0is0leading0across0devices INTERNET'BROWSERS:'DESKTOP,'20161 1Internet0Browsers:0Desktop.0Source:0Statcounter,02016A2017.0|02Internet0Browsers:0Mobile.0Source:0Statcounter,02016A2017. Internet0Browsers0used0on0Desktop0Devices,0March02016 INTERNET'BROWSERS:'MOBILE,'20172 Internet0Browsers0used0on0Mobile0Devices,0March02017 INTERNET'BROWSERS:'DESKTOP,'20171 Internet0Browsers0used0on0Desktop0Devices,0March02017 INTERNET'BROWSERS:'MOBILE,'20162 Internet0Browsers0used0on0Mobile0Devices,0March02016 68% 13% 10% 4%3% 2% Chrome Firefox IE Safari Edge Other 71% 12% 7% 4% 4% 2% 50% 28% 11% 4% 7% Chrome Safari Android Samsung Other 59%26% 5% 5% 5%
- 17. www.ecommercefoundation.org0 17 Operating0Systems:0Windows0and0Android0are0at0the0top OPERATING'SYSTEMS:'DESKTOP,'20161 Operating0Systems0used0on0Desktop0Devices,0March02016 87% 9% 4% Windows OS0X Other OPERATING'SYSTEMS:'DESKTOP,'20171 Operating0Systems0used0on0Desktop0Devices,0March02017 87% 11% 2% 1Operating0Systems:0Desktop.0Source:0Statcounter,02016A2017.0|02Operating0Systems:0Mobile.0Source:0Statcounter,02016A2017. OPERATING'SYSTEMS:'MOBILE,'20162 Operating0Systems0used0on0Mobile0Devices,0March02016 OPERATING'SYSTEMS:'MOBILE,'20172 Operating0Systems0used0on0Mobile0Devices,0March02017 64% 31% 4% 1% Android iOS Windows Other 68% 29% 2% 1%
- 18. www.ecommercefoundation.org0 18 26Vat0Overview.0Source:0Vatlive,02016. VAT'Overview26 2016 VAT'overview France Threshold0for0registration €12,500 Standard0VAT0rate 23% Reduced0VAT0rates 13%, 6%,00%, Periods0for0declaration Monthly,0Quarterly Reduced VAT'rates Applies'to,'among'other things:' 13% • Wine, • Mineral0Water, • Diesel for0Agriculture • Restaurant0&0Café0Food 6% • Water0supplies, • Pharmaceutical products, • Some0Books, • Social0Housing, • Hotel0Accommodation, • Firewood, 0% • IntraAcommunity • International Passenger0Transport, VAT0Information
- 19. www.ecommercefoundation.org0 19 What is your view on eYcommerce in Europe? European crossAborder eAcommerce is thriving, and is driving global growth. It was recently revealed that 6% of shoppers in Europe shop online every day. A few things are driving this: internet speeds are improving; smartphone use is increasingly, boosting mobile retail; and logistics networks across Europe are becoming more efficient and integrated. How will delivery develop in Europe in the next two to three years? European consumers are expecting more from their online buying experience. In the short term, postal companies that are B2C distribution specialists in their respective countries will be increasingly able to offer a globally integrated network to customers. Quality will improve, customer prices will come down and that should boost crossAborder traffic across Europe. This promises to underpin further growth in the European market. What are the main challenges with delivery at the moment in Europe? The biggest challenge currently facing international eAretailers is the need to grow outside their borders and drive international expansion; to deal with the increasingly complex customs environment; and to meet customer expectations on tracking. Timely delivery is crucial but being able to track an order’s progress and electronic notification of delivery is equally important. So tracking of goods is no longer ‘a nice to have’, it’s a necessity. It’s for that reason that at Asendia we offer the FullyAtracked Goods Service, which combines the convenience and flexibility of national postal networks, with the peace of mind of full traceability. Renaud'Marlière Chief'Marketing'&'Sales'Officer'at'Asendia Tracking&is&as&crucial&to&the&shopper&as&the&seller
- 23. www.ecommercefoundation.org0 23 5.17 5.55 5.86 6.1 6.28 6.42 6.52 6.58 2015 2016 2017(f) 2018(f) 2019(f) 2020(f) 2021(f) 2022(f) 31% 38% 41% 42% 2013 2014 2015 2016 CONSUMER'BEHAVIOR:'MOBILE'INTERNET'USE1 Mobile0internet0users,0in0millions,02015A2022(f) CONSUMER'BEHAVIOR:'MOBILE'DEVICE'USE2* Individuals0accessed0internet0using0laptop,0netbook0or0tablet0computer,0away0from0home/work,02013A2016 1Consumer0Behavior:0Mobile0Internet0Use.0Source:0Statista0(Digital0Market0Outlook),0July02017.|02Consumer0Behavior:0Mobile0Device0Use.0Source:0Eurostat,02016. *Share0of0individuals0who0used0internet0in0the0last030months. Mobile0internet0users0soon0to0reach060million
- 24. www.ecommercefoundation.org0 24 49% 30% 8% 3% 6% 4% 0% Every0day0or0 almost0every0 day Two0or0three0 times0a0week About0once0a0 week Two0or0three0 times0a0month Less0often Never Don't0know CONSUMER'BEHAVIOR:'ONLINE'SEARCH'ENGINES1 Use0of0online0search0engines,0by0frequency,02016 1Consumer0Behavior:0Online0Search0Engines.0Source:0Statista;0European0Commission,02016.0|02Tablet0Activities.0Source:0Statista;0TNS0Infratest;0Google,02016. Majority0of0consumers0use0search0engines0every0day0
- 25. www.ecommercefoundation.org0 25 89% 65% 59% 31% Mobile0phone Computer Smartphone Tablet CONNECTED'DEVICES:'USAGE'RATES1 Connected0device0usage0rate,0by0device,02016 1.3 1.7 2.1 2.3 2.3 2012 2013 2014 2015 2016 CONNECTED'DEVICES:'AVERAGE'USED'PER'PERSON2 Average0number0of0connected0devices0used,0per0person,020120A 2016 1Connected0Devices:0Usage0Rates.0Source:0Statista;0TNS0Infratest;0Google,02016.0|02Connected0Devices:0Average0Used0per0Person.0Source:0Statista;0TNS0Infratest;0Google,02016. 89%0of0the0population0uses0mobile0phones
- 26. www.ecommercefoundation.org0 26 87.08% 4.61% 2.53% 1.76% 1.28% 86.40% 4.79% 2.65% 2.57% 1.73% Facebook Pinterest Twitter Tumbler Reddit 2017 2016 47%0of0internet0users0are0active0monthly0social0media0users 1Social0Media0Usage.0Source:0Statista,02017.0|02Internet0Use:0Social0Media.0Source:0Statista;0We0Are0Social;0Hootsuite,02017. SOCIAL'MEDIA'USAGE1 Social0media0platforms0used,020160&020170
- 27. www.ecommercefoundation.org0 27 1CrossABorder0ecommerce.0Source:0Ecommerce0Foundation,02016.0|02CrossABorder0Ecommerce.0Source:0ACEPI,02016.0|03CrossABorder0Ecommerce.0Source:0Statista,02016. CrossAborder0purchases are0increasing 14% 19% 45% 2014 2015 2016 CROSSYBORDER'ECOMMERCE1 Percentage0of0population,0made0at0least0one0crossAborder0purchase,02014A2016 CROSSYBORDER'ECOMMERCE3 Usage0of0crossAborder0ecommerce,0October02016 13% 64% 23% Shop0Domestically0Only Shop0Domestically0and0CrossABorder Shop0CrossABorder0Only Country EYshopper penetration United0Kingdom 49% China 48% Spain 34% Other0EU0Countries 27% CROSSYBORDER'ECOMMERCE2 Share0of0eAshoppers0who0have0shopped0crossAborder,02016 Full'version'available'at www.ecommercefoundation.org/reports Full'version'available'at www.ecommercefoundation.org/reports
- 28. www.ecommercefoundation.org0 28 42% 35% 23% Individuals0used0information0from0several0retailer,0 producer0or0service0provider0websites… Every0time0or0almost0every0time0before0buying/orderling0online Some0times0before0buying/ordering0online Rarely0or0Never0before0buying/ordering0online 35% 39% 26% Individuals0used0price0or0product0comparison0websites0or0 apps… Every0time0or0almost0every0time0before0buying/ordering0online Some0times0before0buying/ordering0online Rarely0or0never0before0buying/ordering0online Majority of0consumers use information0from internet0before buying CONSUMER'ONLINE'PURCHASING'BEHAVIOR1 Individuals0using0information0from0retailer(s)…,02016* CONSUMER'ONLINE'PURCHASING'BEHAVIOR2 Individuals0used0price0or0product0comparison…,02016* 1Consumer0Online0Purchasing0Behavior.0Source:0Eurostat,02016.0|02Consumer0Online0Purchasing0Behavior.0Source:0Eurostat,02016. *Percentage0of0individuals0who0ordered0goods0or0services,0over0the0internet,0 for0private0use,0in0the0last0year
- 29. www.ecommercefoundation.org0 29 32% 36% 32% Individuals0used0customer0reviews0on0websites0or0blogs… Every0time0or0almost0every0time0before0buying/orderling0online Some0times0before0buying/ordering0online Rarely0or0Never0before0buying/ordering0online 6% 94% Individuals0purchased0online0by0clicking/buying0 straightaway0through0an0advertisement0on0a0social0media0 website0or0app… Did Did0not Majority of0consumers do0not buy straight0from social media/app0ads CONSUMER'ONLINE'PURCHASING'BEHAVIOR1 Individuals0used0customer0reviews0on0websites0or0blogs…,02016* CONSUMER'ONLINE'PURCHASING'BEHAVIOR2 Individuals0purchased0online0by0clicking/buying…,02016* 1Consumer0Online0Purchasing0Behavior.0Source:0Eurostat,02016.0|02Consumer0Online0Purchasing0Behavior.0Source:0Eurostat,02016. *Percentage0of0individuals0who0ordered0goods0or0services,0over0the0internet,0 for0private0use,0in0the0last0year
- 32. www.ecommercefoundation.org0 32 Ecommerce0Recommendations ! There are some very successful marketplaces in Portugal, such as eBay and Amazon; utilizing one of these marketplaces to gain exposure is recommended for webshops looking to create a loyal customer base. ! EAshoppers prefer paying for online purchases with a credit card, but a significant amount of also use the MB NET service; offering multiple payment methods, particularly these two, will help with conversion rates. ! 85% of internet users have used social networks on a mobile device, and 66% research information on social media. Additionally, 9 out of 10 companies promote their business on social media; to be competitive, it is highly recommended that companies hoping to penetrate the eAcommerce market have an active presence on social media platforms. ! 49% of consumers search online engines every day or almost every day; it is highly recommended that enterprises use search engine optimization tools to gain more exposure. ! 89% of connected devices used are mobile phones; having a webshop that is userAfriendly for mobile devices is highly recommended. Full'version'available'at www.ecommercefoundation.org/reports
- 34. www.ecommercefoundation.org0 34 About&the&National&Ecommerce&Reports&and&where&to&find&them… The National Ecommerce Reports are published by the Ecommerce Foundation. They provide overviews of the mature and emerging markets in the field of ecommerce. In total, the Ecommerce Foundation publishes multiple country reports and two overview reports per year, covering the most important ecommerce markets worldwide. To have a tailorYmade ecommerce report made, completely based on your wishes and requirements, please contact us via info@ecommercefoundation.org. A0light0version0of0each0report0can0be0downloaded for'free'via:0 www.ecommercewiki.org/Ecommerce_Foundation. The0full0reports0can0be0online0purchased0via: http://www.ecommercefoundation.org/buyYreports. Overview reports • European overview report Jun. 26 • Global overview report Sep. 15 Country reports • Denmark August 22 • Sweden August 23 • Norway August 24 • Switzerland August 25 • Turkey August 28 • Poland September 4 • Greece September 8 • Global September 15
- 35. www.ecommercefoundation.org0 35 Definitions&related&to&the&Internet,&ecommerce&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) • CrossYborder ecommerce: percentage of ecommerce purchased at foreign sites • Ease of Doing Business Index: The Ease of Doing Business Index is developed by the World Bank, and averages the country's percentile rankings on nine topics. It is 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. • ecommerce (or electronic commerce), a subset of eYbusiness: any B2C contract on the sale of products or services fully or partly concluded by a technique for distance communication. • ecommerce 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. There are 5 categories, ranking from Free (with a score between 80 and 100) to Repressed (between 40 and 49.9). • EYhouseholds: number of households that use the Internet for personal gain. • EYhousehold expenditure: expenditure per household that bought goods or services in the past year. • Global Online Measurement Standard for B2C ecommerce (GOMSEC): aims to provide guidelines to measure and monitor B2C ecommerce in order to enable all European countries to provide data with respect to the penetration of B2C ecommerce in a standardized way. • EYGovernment Index: The UN’s EAGovernment Index provides a comparative assessment of the eAgovernment development of UN Member States. One of the primary factors contributing to a high level of eAgovernment development is concurrent past and present investment in telecommunication, human capital and provision of online services. • Gross Merchandise Volume: the total sales facilitated by a third party, such as a market place. • EYservices or electronic services: “Deeds, efforts or performances whose delivery is mediated by information technology. Such eAservice includes the service element of eAretailing, customer support, and service delivery.” This definition reflects three main components: service providers, service receivers 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.
- 36. www.ecommercefoundation.org0 36 Definitions&related&to&the&Internet,&ecommerce&and&Online&Retailing • Online expenditure: spending per user who purchased goods or services online. • Online Retail (or eYretail, electronic retail or retailing or even eYtailing): 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. OnlineAonly retail shops are often referred to as pure players. • Penetration levels: the percentage of a population using the Internet, mobile phones, smartphones or tablet devices. • Real economic growth rate: a measure of economic growth from one period to another expressed as a percentage and adjusted for inflation. The real economic growth rate is a measure of the rate of change that a nation's gross domestic product (GDP) experiences from one year to another. • Retail sales: the selling of mainly goods from businesses to individuals from a traditional or soAcalled bricksAandAmortar shop. • Statcounter research method: Statcounter is a web analytics service and their tracking code is installed on more than three million sites globally. These sites cover various activities and geographic locations. Every month, Statcounter records billions of page views to these sites. For each page view, they analyze the browser/operating system/screen resolution used and they establish if the page view is from a mobile device. They calculate their Global Stats on the basis of more than fifteen billion page views per month, by people from all over the world onto more than three million member sites. • Market place: online platform on which companies (and consumers) sell goods and/or services. • 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 this. The Index is developed by the World Bank and is based on a worldwide survey of operators, such as global freight forwarders and express carriers. • Mobile commerce (or mYcommerce): the ability to conduct commerce using a mobile device e.g. a mobile phone, a PDA, a smartphone, 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. PostApaid and prepaid subscriptions are included (source: Eurostat). • Networked Readiness Index (NRI): The NRI measures the tendency for countries to exploit the opportunities offered by information and communications technology (IT). The NRI comprises three components: the environment for IT offered by a given country or community, the readiness of the country's key stakeholders to use IT, and the usage of IT among these stakeholders. • Online buyer (or eYshopper, eYbuyer): an individual who regularly bought or ordered goods or services through the Internet.
- 37. www.ecommercefoundation.org0 37 The&Global&Online&Measurement&Standard&for&B2C&Ecommerce&(GOMSEC)&standard GOMSEC aims to provide guidelines for measuring and monitoring B2C ecommerce. As a result, all countries worldwide are able to provide data with respect to the penetration of B2C ecommerce in a standardized way. All Ecommerce Foundation figures and estimates are based on GOMSEC, unless stated otherwise. The GOMSEC reports on sales figures for the total B2C ecommerce worldwide and for each country separate in the country profiles, based on total sales of goods and services. These total sales of goods and services are based on the areas/sectors/classification of areas and sectors, as stated on the next few pages. All data reported in the national currency of the country involved is converted into euros according to the average (annual) rate of exchange as provided by, preferably, the European Central Bank (ECB) or the national bank of the particular country. The reference period that is used for this was from 1 January to 31 December of each report year. Growth rates are calculated and measured by the B2C ecommerce sales in the national currency. Definition of B2C ecommerce sales “Any B2C contract regarding the sale of goods and/or services, fully or partly concluded by a technique for distance communication.” Technique for distance communication: means that can be used for communication regarding the offer made by the trader and the conclusion of a contract, without the necessity of the consumer and trader being in the same place at the same time. Contract: a contract whereby use is made, either solely or in part, of one or more techniques for distance communication within the framework of a system organized by the trader for the distance sale of goods and/or services, up to and including the moment that the contract is concluded. Classification of B2C ecommerce The following classification on the next few pages provides an overview of areas and sectors included in GOMSEC. Online purchases of the following items are excluded from GOMSEC: • Transactions between private individuals/consumers (C2C), such as auctions and marketplaces, and between businesses (B2B) • Online gambling and gaming • Cars and other motor vehicles • Houses and real estate • Utilities (e.g. water, heating and electricity) • Mortgages, loans, credit cards and overdrafts • Savings accounts, funds, stocks&shares and bonds B2C ecommerce therefore includes all online transactions between businesses and consumers using desktop computers, laptops, tablets, smartphones, pointAofAsales and smartAwearables, for instance through online shops, physical stores (“online instore”), email, QR codes, catalogs, etc. B2C ecommerce includes Value Added Tax (VAT) or other sales tax, delivery costs and apps, but excludes returns.
- 38. www.ecommercefoundation.org0 38 Global&Online&Measurement&Standard&for&B2C&ecommerce&(GOMSEC) Fashion Clothing Shoes,&,Personal,lifestyle Underwear0&0Upperwear Shoes Children's0wear Jewelry,0Bijoux,0Watches0&0others0 fashion0accessories0(e.g. sunglasses) Swimwear0&0Sportswear Nightwear0&0legwear Bags,0wallets,0suitcases Electronics Consumer,Electronics Information,Technology,(IT) Household,Electronics Photo0equipment IT0hardware0(PCs,0laptops,000 tablets,0etc.) MDA:0 airAconditioning,00 dishwashers,0wash00 machines0and0other0 white0goods Audio0equipment Computer0Software TV/video0equipment Music0instruments Car0electronics000 (navigation,0audio,0 etc.) USB0sticks,0DVD/CDA recordable,0ink0cartridges,00 computer0accessories SDA: equipment0for personal0care,0home comfort,0kitchen appliances Sports'&'Recreation Sports0hardware0(e.g.0soccer0shoes,0tennis0rackets) Bicycles0&0accessories Articles0for0camping0and0recreation Toys Indoor0and outdoor toys Media'&'Entertainment Music0(physical,0download0&0streaming)/Spotify0based0on0new0subscriptions Video0(DVD,0BluAray,0downloads) Games0hardware0&0games0software Books0&0eAbooks Apps New0subscriptions0newspapers0ands0magazines0(no0single0copy0sales)
- 39. www.ecommercefoundation.org0 39 Global&Online&Measurement&Standard&for&B2C&ecommerce&(GOMSEC) Food/Nearfood/Health Food/Nearfood Health,&,Beauty Food0&0Beverages Personal0care0&0Hygiene0 Fresh0produce Baby0care Packaged0consumer0goods Perfume Detergents/household0cleaning OTC Animal0feed Tobacco Telecom Smartphones,0mobile0phones0&0mobile0devices Telefax0and0answering0machines Headsets0&0Accessories0(mobile)0phones Prepaid0cards0and0tariffs0of0new0phone0subscriptions Home'&'Garden Furniture0and0kitchens Floor0and0window0coverings0(e.g. curtains0and0blinds) Home0textiles Cookware0(sets),0kettles0and0oven0equipment Table0and0kitchen0articles Articles0for0cleaning,0wash0and0store Decoration0 Lamps0and0fixtures DIYAarticles Garden0articles Flowers0and0plants0(in0home) Other: Products Cars components Glasses0and0contact0lenses Stationery Pictures0and0photo0albums Pet0supplies Erotica
- 40. www.ecommercefoundation.org0 40 Global&Online&Measurement&Standard&for&B2C&ecommerce&(GOMSEC) Travel Package,Travel Flight,Tickets,&,Accommodations Package0travel Flight0Tickets Private transport0if0booked0through0a0 tour0operator Hotel0stays Apartment/bungalow/camping0site A>0all0of0the0above0not0booked0in0 combination0with0other0travelAparts Insurance New,indemnity,,Life,and,,Health,Insurances Liability0insurance Car0insurance Fire0and0theft0insurance ANWAgap0insurance0 (insurance0for receiving0a0 payment0in0addition0to0a00 survivor's0allowance)0 Health0Insurance0– Base Health0insurance0– additional Bike/caravan/motorbike/000 Scooter0insurance Annuity0insurance Pension Disability0insurance0– entrepreneurs Accident0insurance Boat0insurance Life0insurance Funeral0insurance Disability0insurance0– private Legal0assistance0insurance Home0insurance Endowment0insurance0 based0on0savings MortgageArelated0 disability0insurance Travel0insurance0 (continuous/annual0+0short0 term)0 Insurance0package Endowment0insurance0 based0on0investments Mixed0insurance0 (=endowment0 insurance0+0life0 insurance) Event'Tickets Tickets0for0concerts0and0festivals Tickets0for0(movie)0theaters Tickets0for0zoos0and0amusement0parks Tickets0for0museums Tickets0for0sports0games Other: Services New0subscriptions to0dating0service Other0services
- 41. www.ecommercefoundation.org0 41 Sources&used&in&the&report The report could only be realized by consulting a great number of valuable sources. These were available in 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, and press releases. Sometimes the information sources are contradictory and sometimes different figures and data were given by varying sources within the same country, for example due to different definitions. In our reports we have mentioned the different sources, definitions and outcomes of such reports, studies and interpretations. The report is based on information that we consider reliable, but we cannot vouch for it being completely accurate or complete, nor should it be relied upon as such. Opinions expressed are our current opinions as of the date of this report. Publications • ACEPI • CIA0World0Factbook • Ecommerce0Foundation • European0Commission • Eurostat • Google • Hootsuite • Lengow • Statista • TNS0Infratest • Trading0Economics • United0Nations • Vatlive • We0Are0Social • Worldbank
- 42. www.ecommercefoundation.org0 42 About&the&Ecommerce&Foundation Our History The Ecommerce Foundation is an independent nonAprofit organization, initiated by worldwide national ecommerce associations and online and omnichannel selling companies from industries such as retail, travel & finance. Why an Ecommerce Foundation? Our mission is to foster global digital trade as peace is the natural effect of trade. By facilitating digital commerce we hope to make the world a slightly better place. How does the Foundation help? We facilitate the development of practical knowledge, insights and services for which individual institutions, retail and ecommerce associations and B2C selling companies do not have the (financial) resources and/or capabilities. By combining collective goals and efforts, the Ecommerce Foundation is able to realize projects which could not have been realized on an individual basis. What does the Ecommerce Foundation do? The Foundation is developing and offering several services such as the Ecommerce Benchmark, the EcommerceWiki and the National Ecommerce Reports. At the moment we are also researching if a Global Ecommerce Trustmark can be setAup to increase worldwide consumer trust and as a result global trade.
- 45. www.ecommercefoundation.org0 45 Address,&Disclaimer&&&Copyright Address: Ecommerce Foundation Rijksstraatweg 29 1115 AH Duivendrecht (Amsterdam) The Netherlands Website: www.ecommercefoundation.org Contact: info@ecommercefoundation.org Twitter: @Ecomfound Disclaimer The National Ecommerce Reports are publications by Ecommerce Foundation, which also owns the copyright for these reports. Although the utmost care has been taken in the construction of these reports, there is always the possibility that some information is inaccurate. No liability is accepted by Ecommerce Foundation for direct or indirect damage arising pursuant to the use of the report. Copyright © It is not allowed to use information published in this report without the Ecommerce Foundation’s prior consent. Any violation in this regard will be charged a legal fine of € 25,000 (twentyAfive thousand euros), as well as a further penalty of € 2,500 (two thousand, five hundred euros) for every day that this nonAcompliance continues. However, it is allowed to use small parts of the information published in our reports provided that proper sourcing is used (e.g. “source: www.EcommerceFoundation.org)