Comeos e-commerce study 2017

IN BELGIUM
COMMERCE
Pieter De Vuyst – Business Director
@pieterdvuyst
Christophe Jauquet – Business Director
@cjauquet
#summerhappening
2017

@pieterdvuyst @cjauquet #summerhappening
IN BELGIUM
COMMERCE
Download the full report
via www.comeos.be

IN BELGIUM
COMMERCE

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.
IN BELGIUM
COMMERCE

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
IN BELGIUM
COMMERCE

- 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
IN BELGIUM
COMMERCE

stəˈbɪlɪti
The state of being firm, steady, secured.
IN BELGIUM
COMMERCE

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
IN BELGIUM
COMMERCE
Among Belgian population

2011 2012 2013 2014 2015 2016 2017
BOUGHT LAST 12M
58% 59%
70%
74% 74%
2015201420132011 2012
74%
2016
74%
2017
IN BELGIUM
COMMERCE
Among online Belgian population

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
IN BELGIUM
COMMERCE

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
IN BELGIUM
COMMERCE

TOP CATEGORIES
IN BELGIUM
COMMERCE

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
IN BELGIUM
COMMERCE

I HAVE FAITH IN E-COMMERCE
59%
IN BELGIUM
COMMERCE

WHEN I ORDER A PRODUCT ONLINE, I WOULD
LIKE TO FOLLOW ITS STATUS ON THE INTERNET
72%
77%
66%
74%
20152014 2016 2017
IN BELGIUM
COMMERCE

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
IN BELGIUM
COMMERCE
Among those with no experience

31% 32%
22%
25% 24% 24%
19%
2015201420132011 2012 2016 2017
IN BELGIUM
COMMERCE

I HAVE SERIOUS DOUBTS ABOUT THE SECURITY
36%
30% 31%
25% 24%
22%
19%
2015201420132011 2012 2016 2017
IN BELGIUM
COMMERCE

ɡrəʊθ
The process of increasing in size.
IN BELGIUM
COMMERCE

2015201420132011 2012 2016 2017
A TSUNAMI OF E-COMMERCE
IN BELGIUM
COMMERCE

84%
IN BELGIUM
COMMERCE

INTENTION AMONG UNEXPERIENCED
16% 26% 35% 19% 4%
Certainly not Probably not Neutral Probably Certainly
TO
CONVINCE 58
%
TO
FORGET
42
%
IN BELGIUM
COMMERCE

- 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%
IN BELGIUM
COMMERCE

- 24 -
2011 2012 2013 2014 2015 2016
2017
IN BELGIUM
COMMERCE
81%
74%
70%
61%
41%
55-7045-5435-4415-24 25-34
INTENTION (T3) CROSS AGE

BARRIERS
- 25 -
IN BELGIUM
COMMERCE
See & try it first
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

əˈdɪkʃ(ə)n
The fact or condition of being addicted to
a particular substance or activity.
IN BELGIUM
COMMERCE

AT LEAST MONTHLY PURCHASE
17% 16%
24%
28%
33% 35%
42%
2015201420132011 2012 2016 2017
IN BELGIUM
COMMERCE

NUMBER OF CATEGORY PURCHASES PER YEAR
3,7 4,0 3,9 4,1 4,3 4,5 4,8
2015201420132011 2012 2016 2017
IN BELGIUM
COMMERCE
Based on 14 ‘main categories’

NUMBER OF SUBCATEGORY PURCHASES PER YEAR
IN BELGIUM
COMMERCE
Based on 68 ‘sub categories’

0
10
20
30
40
50
60
70
80
90
100
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 63 65 67 69 71 73 75 77 79 81 83
NUMBER OF ITEMS PURCHASED PER YEAR
IN BELGIUM
COMMERCE
%ofonlinebuyingpopulation
Number of items bought

CATEGORY ZOOM-IN
Volume generator
NicheNo volume
Specials
%Purchasedlast12months
AVG items per categorie
Entertainment
Telecom
Fashion
Toys & Hobbies
Home
DYI & Garden Food
Pralines
Health & Beauty
Sport
Animals
Travel & Leisure
Vehicles
Financial products
0%
10%
20%
30%
40%
50%
60%
70%
80%
2 2,5 3 3,5 4 4,5 5 5,5 6 6,5 7 7,5 8 8,5 9 9,5 10
IN BELGIUM
COMMERCE

ˈdɒmɪnəns
The power and influence over others.
IN BELGIUM
COMMERCE

TOM websites for e-commerce
IN BELGIUM
COMMERCE

TOM of the “BIG FOUR”
34
%
80
%
IN BELGIUM
COMMERCE

THERE ARE A FEW WEB SHOPS I ALWAYS
SURF TO WHEN I WISH TO BUY SOMETHING
ONLINE
70%
IN BELGIUM
COMMERCE

PENETRATION “BIG 4” LAST PURCHASE
61%
43%
40%
38%
36%
33%
31%
29%
13%
Books and eBooks
Entertainment
Toys & Hobbies
Home
Fashion
Sport
DYI & Garden
Health & Beauty
IN BELGIUM
COMMERCE

THE BATTLE FOR THE ONLINE CUSTOMER
PLATFORM
TECHNOLOGY
RETAILER
PRODUCER
IN BELGIUM
COMMERCE

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%
IN BELGIUM
COMMERCE

PUTTING THE STANDARD
SATISFACTION
% top 2
NPS
% promotors
“BIG FOUR” OTHER
87% 83%
41% 36%
IN BELGIUM
COMMERCE

(WRONG) ATTRIBUTION WEBSITES
28%
SPONTANEOUSLY
LABELED A FOREIGN
WEBSITE TO BE
BELGIAN
IN BELGIUM
COMMERCE

45%
SPONTANEOUSLY
LABELED AT LEAST 1
TO BE BELGIAN
35%
77%
54%
5%
IN BELGIUM
COMMERCE

55-7045-5435-4415-24 25-34
61%
52%
42%
37% 35%
IN BELGIUM
COMMERCE

The secret of change is to
focus all of your energy,
not on fighting the old, but
on building the new.
- Socrates -
IN BELGIUM
COMMERCE

kənˈviːnɪəns
The state of being able to proceed with
something without difficulty.
IN BELGIUM
COMMERCE

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
IN BELGIUM
COMMERCE

BARRIERS
See & try it first
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%!
IN BELGIUM
COMMERCE

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
IN BELGIUM
COMMERCE

THE PRICE
MAGNET IS
STRONG
IN BELGIUM
COMMERCE

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
DRIVERS WEBSITE CHOICE
IN BELGIUM
COMMERCE

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%
IN BELGIUM
COMMERCE

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
Low shipment costs
Trust and safety
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
IN BELGIUM
COMMERCE

ɪkˈspɪərɪəns
An event or occurrence which leaves an
impression on someone.
IN BELGIUM
COMMERCE

Price
Quick delivery
Low shipment costs
Trust and safety
SATISFACTION / NPS DRIVERS
IN BELGIUM
COMMERCE

SATISFACTIONSATISFACTIONSATISFACTIONSATISFACTIONSATISFACTIONSATISFACTIONSATISFACTION
IN BELGIUM
COMMERCE

60%
40%
34%
22%
27%
31%
21%
12%
9%
15%
9%
5%
Price
Quick delivery
Trust and safety
Low shipment costs
Other
62%
45%
43%
29%
28%
27%
20%
14%
8%
7%
6%
5%
PROMOTORSNON PROMOTORS
DRIVERS NPS WEBSITE
IN BELGIUM
COMMERCE

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%
IN BELGIUM
COMMERCE

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
IN BELGIUM
COMMERCE

Almost always
RETURNING PRODUCTS
32%10%2%1% 55%
Not at all
Once in a while
On a regular basis
Often
IN BELGIUM
COMMERCE

RETURNING PRODUCTS
29%
16%
13%
11%
10%
10%
10%
9%
8%
7%
7%
7%
7%
6%
6%
4%
Fashion
Sport
Books and eBooks
Vehicles
Home
Toys & Hobbies
Entertainment
Animals
DIY & Garden
Health & Beauty
Telecom
Food
Pralines
Financial products
Travel & Leisure
IN BELGIUM
COMMERCE

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
IN BELGIUM
COMMERCE

ɪntɪˈɡreɪʃ(ə)n
The action or process of integrating and
embedding something.
IN BELGIUM
COMMERCE

FUTURE MOBILE INTENTION
28%
31%
41%
2015 2016 2017
IN BELGIUM
COMMERCE

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%
IN BELGIUM
COMMERCE

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
IN BELGIUM
COMMERCE

THE FUTURE IS MOBILE
IN BELGIUM
COMMERCE

ɛvəˈlɑːstɪŋ
Lasting forever or a very long time.
IN BELGIUM
COMMERCE

stəˈbɪlɪti
ɡrəʊθ
əˈdɪkʃ(ə)n
ˈdɒmɪnəns
kənˈviːnɪəns
ɪkˈspɪərɪəns
ɪntɪˈɡreɪʃ(ə)n
IN BELGIUM
COMMERCE

IT WOULD BE PROBLEM FOR ME IF E-COMMERCE
CEASED TO EXIST TOMORROW
54%
IN BELGIUM
COMMERCE

ɛvəˈlɑːstɪŋ
IN BELGIUM
COMMERCE

IN BELGIUM
COMMERCE
Pieter De Vuyst – Business Director
@pieterdvuyst
Christophe Jauquet – Business Director
@cjauquet
#summerhappening

Comeos e-commerce study 2017

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