Comertul Electronic In Cee, Gemius, Artur Zawadzki, Varsovia 2007

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prezentare tinuta de gemius la conferinta InternetCEE de la Varsovia 2007. Pentru mai multe detalii privind piata romaneasca de comert electronic accesati www.underclick.ro

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Comertul Electronic In Cee, Gemius, Artur Zawadzki, Varsovia 2007

  1. 1. Warsaw, November 2007 E-commerce in Central and Eastern Europe Artur Zawadzki Gemius SA
  2. 2. Agenda <ul><li>About the study </li></ul><ul><li>General description of e-commerce in CEE countries </li></ul><ul><li>Shopping in online stores </li></ul><ul><li>Shopping on online auctions </li></ul><ul><li>Prospects for the future </li></ul><ul><li>Summary </li></ul>
  3. 3. <ul><li>The main aims of the study were: </li></ul><ul><li>investigate the attitudes of Internet users towards online shopping; </li></ul><ul><li>identify which factors encourage people to do online shopping; </li></ul><ul><li>identify the behavior of online shoppers; </li></ul><ul><li>identify the frequency of online shopping; </li></ul><ul><li>assess the services provided by online stores and auctions. </li></ul>About the study The study aim
  4. 4. <ul><li>So far Gemius SA conducted the study in eight countries from Central and Eastern Europe: </li></ul><ul><ul><li>the Czech Republic, </li></ul></ul><ul><ul><li>Hungary, </li></ul></ul><ul><ul><li>Latvia, </li></ul></ul><ul><ul><li>Lithuania, </li></ul></ul><ul><ul><li>Poland, </li></ul></ul><ul><ul><li>Russia, </li></ul></ul><ul><ul><li>Romania, </li></ul></ul><ul><ul><li>Ukraine. </li></ul></ul><ul><li>The data was gathered between October 2006 and October 2007. </li></ul>About the study The study reach
  5. 5. General description of e-commerce in CEE countries E-commerce: who & where <ul><li>Poland and the Czech Republic are the regional leaders, but with two different structures of e-commerce market (regarding stores-auctions composition). </li></ul><ul><li>Everywhere except Poland online stores are far more popular places of purchase than auctions. Polish exception is related to the astounding performance of key auction site allegro.pl. </li></ul>Place of online shopping Base: online buyers Share of online buyers Base: all respondents
  6. 6. General description of e-commerce in CEE countries First tool in e-commerce search <ul><li>Search engines are a basic product research tool in most CEE countries. </li></ul><ul><li>The distinctive popularity of Polish auction sites is confirmed in their initial usefulness as they even outweigh search engines. </li></ul><ul><li>„ Latvian phenomenon” – online stores seem to be more popular than search engines. </li></ul>Base: experienced online buyers (shopped more than once)
  7. 7. General description of e-commerce in CEE countries Opinion about online shopping <ul><li>E-commerce is regarded highly where it is popular (the Czech Republic and Poland). Curious exception – Russia: quite popular e-commerce with relatively bad image. </li></ul><ul><li>Time consumption and risk-related aspects relatively constant, but cost efficiency and user-friendliness vary a lot. </li></ul>Base: all respondents
  8. 8. Shopping in online stores The best payment method Base: online stores buyers <ul><li>Cash on delivery is the best payment method in online stores in most countries. </li></ul><ul><li>In Latvia & Lithuania credit cards and e-cards take the lead. </li></ul><ul><li>In Romania, Russia and Ukraine bank transfers are noticeably less popular. </li></ul>
  9. 9. Shopping in online stores Loyalty to online stores <ul><li>Comparing offers of different stores is the most common pattern. </li></ul><ul><li>Hungarian e-shoppers are the most ‘loyal’ to online stores they use. </li></ul><ul><li>The biggest share of e-shoppers who always use different stores is in Russia. </li></ul>Base: experienced online stores buyers (shopped more than once)
  10. 10. Shopping at online auctions The best payment method <ul><li>Preferences in methods of payment in online auctions seem to be quite different from stores. </li></ul><ul><li>In most cases cash on delivery in tandem with the bank transfer make up for the lion’s share of payment settlements. </li></ul><ul><li>The smallest countries (Latvia & Lithuania) are an exception: payment services and e-cards take the lead there. </li></ul>Base: online auction buyers
  11. 11. Shopping at online auctions Importance of sellers’ opinions <ul><li>The interpersonal aspect of e-commerce is best developed in Poland and Hungary: the reputation is a crucial seller’s characteristic. </li></ul><ul><li>Romanians and Ukrainians are far more skeptic towards opinions about sellers. </li></ul>Taking into account the sellers’ opinions Base: online auction buyers
  12. 12. Shopping at online auctions E-commerce users activity <ul><li>Russian and Czech online auction buyers are most often also e-sellers. </li></ul><ul><li>The biggest absolute number of e-vendors is in Poland. Did Poland reached the saturation in online sellers’ share? </li></ul>B ase: online auction buyers
  13. 13. Prospects for the future Experiencing problems when buying online Online stores Base: online stores buyers <ul><li>Hungarian and Czech online buyers experience the least problems when buying online. </li></ul><ul><li>Russians and Ukrainians had the most problems when buying in online stores. Latvians have the most problems on online auctions. </li></ul>Online auctions* Base: online auctions buyers * No data for Lithuania (question not asked)
  14. 14. Prospects for the future Plans of non-buyers to buy online in the future Base: online non-buyers <ul><li>In Latvia, Lithuania and Poland over 40% of non-buyers plan to buy online in the future. </li></ul><ul><li>Russian and Ukrainian non-buyers are the most skeptical towards e-commerce. </li></ul>
  15. 15. Summary <ul><li>Poland and the Czech Republic have the biggest share of online shoppers among all Internet users. </li></ul><ul><li>Only in Poland online auctions are more popular than stores. </li></ul><ul><li>Preferred methods of payment in online stores and at auctions seem to be much different, however cash on delivery is the most liked payment method in most countries. </li></ul><ul><li>The most auction users who both buy and sell are in the Czech Republic and Russia. </li></ul><ul><li>Except for the Czech Republic and Hungary, over half of all online buyers came across some obstacles when e-shopping. </li></ul><ul><li>Russian and Ukrainian non-buyers are the most skeptical towards e-commerce. </li></ul>
  16. 16. THANK YOU! Gemius SA [email_address] Wołoska 7 Mars building, entrance D 02-675 Warszawa tel . (0-48-22) 874 41 00 fax (0-48-22) 874 41 01

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