Product Brochure with summarized information of our publication "Europe M-Commerce 2017". Find more here: https://www.ystats.com/market-reports/europe-m-commerce-2017/

1. EUROPE M-COMMERCE 2017
PUBLICATION DATE: JUNE 2017
PAGE 2 GENERAL INFORMATION I PAGE 3 KEY FINDINGS I PAGE 4-6 TABLE OF CONTENTS I PAGE 7 REPORT-SPECIFIC SAMPLE
CHARTS I PAGE 8 METHODOLOGY I PAGE 9 RELATED REPORTS I PAGE 10 CLIENTS I PAGE 11-12 FREQUENTLY ASKED QUESTIONS
PAGE 13 ORDER FORM I PAGE 14 TERMS AND CONDITIONS

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Europe M-Commerce 2017
Report
M-Commerce
Europe
Austria, Belgium, France, Germany, Italy, Netherlands, Russia, Spain,
Sweden, UK
English
PDF & PowerPoint
91
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QUESTIONS
ANSWERED
IN THIS REPORT
How large are the M-Commerce sales in the UK, Germany, France and Italy?
What is the mobile share of online retail in various European countries?
What are the key M-Commerce trends in Europe and worldwide?
What are the preferences of European mobile shoppers?
How high is smartphone penetration in 30+ countries of Europe?
SECONDARY MARKET
RESEARCH
Our reports are exclusively based on secondary market research. Our researchers derive
information and data from a variety of reliable published sources and compile the data into
understandable and easy-to-use formats.
ADVANTAGES Maximum Objectivity
Reliable Sources
Up-To-Date Analysis
Boardroom-Ready PowerPoint Presentations
Guidance For Strategic Company Decisions
EUROPE M-COMMERCE 2017

3. SMARTPHONE SHOPPING TAKING THE LEAD IN EUROPEAN M-COMMERCE
Close to one-third of Internet users in Europe made purchases from mobile devices
in 2016, according to a survey cited in this report by yStats.com. Across advanced and
emerging markets of this region, M-Commerce sales are growing rapidly, increasing their
share of overall B2C E-Commerce sales. In the UK, the region’s largest country by online
retail sales, more than one-third of E-Commerce was generated on mobile in 2016, with a
high double-digit share of digital buyers making purchases via smartphones and tablets.
Among the key mobile trends in the region is smartphones outpacing tablets in
terms of mobile sales growth. The smartphone share of online purchases grew faster than
that of tablets in countries such as Belgium and the Netherlands, and even overtook tablets
in the UK by the end of 2016, according to some estimates included in yStats.com’s
publication. Still, tablets had a higher conversion rate than smartphones in this country,
reflecting the fact that Internet-enabled mobile phones are increasingly used for browsing
products and comparing prices. On both devices, apps were chosen over browsers by
mobile shoppers in Germany and Russia.
Regarding the product preferences of mobile shoppers in Europe, clothing was the
top product category in Russia and the UK, while books were leading in Belgium and
Germany, as of 2016. Amazon was the leader of the M-Commerce space in countries such
as France and the UK, while in Russia a majority of mobile shoppers bought from AliExpress.
A survey of top online retailers in Austria, cited in this report from yStats.com, revealed that
above three-quarters of them had a mobile website or app. Nevertheless, usability is still an
issue in mobile commerce, as a quarter of European shoppers would switch from mobile to
desktop for purchase as they found page navigation to be easier on computers.
EUROPE M-COMMERCE 2017
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4. MANAGEMENT SUMMARY
GLOBAL DEVELOPMENTS
 Number of Active Mobile Broadband Subscriptions Worldwide, in millions and per 100 Inhabitants, by Regions, 2011
– 2016e
 Number of Smartphone Connections, in millions, by Region, 2010-2021f
 M-Commerce Share of Total B2C E-Commerce Sales, in %, 2016 & 2021f
 Mobile Share of B2C E-Commerce Transactions, in %, by Selected Countries, Q2 2016
 Breakdown of Devices Preferred for Online Shopping, in % of Online Shoppers, 2016
 Mobile Shopper Penetration, by Total and Via App, in % of Internet Users, by Region, March 2016
 Reasons to Conduct Shopping-Related Activities On Mobile Devices, in % of Internet Users, by Region, March 2016
 Types of Websites/Apps Purchased from via Mobile, in % of Mobile Shoppers, by Region, August 2016
 Payment Methods Used in Mobile Shopping, in % of Mobile Shoppers, by Selected Regions, August 2016
 Product Categories Purchased via Mobile Devices, in % of Mobile Shoppers, August 2016
 Top 6 Countries by Share of Internet Users Who Made a Purchase via Mobile App, in %, March 2016
 Mobile Shopper Penetration, in % of Online Shoppers, by Selected Countries and Territories, February 2017
 Share of Online Shoppers Who Believe that Mobile Sites Are Not Easy to Use, in % of Online Shoppers, by Selected
Countries and Territories, February 2017
 Top 3 Technology Investments Planned by Retailers, by In-Store and Outside of Store, in % of Retailers, February
2017
EUROPE
3.1. REGIONAL
 Devices Used to Access the Internet, in % of Individuals in the EU, by Country, 2016
 Mobile Shopper Penetration, by Selected Countries and Regional, in % of Mobile Device Owners, April 2016
 Product Categories Purchased via Mobile Devices, in % of Mobile Device Owners, April 2016
 Number of Mobile Shoppers, in millions, Mobile Shopper Penetration, in % of Online Shoppers, Annual Mobile
Spending per Shopper, in EUR, by Selected Countries, January 2017
 Breakdown of Online Spending by Device, in %, by Selected Countries, January 2017
 M-Commerce Share of B2C E-Commerce Transactions, in %, by Selected Countries, Q4 2015 & Q4 2016
 Breakdown of Frequency of Mobile Shopping, in % of Mobile Shoppers, by Selected Countries, August 2016
 Reasons for Purchasing Online via Mobile Devices, in % of Mobile Shoppers, by August 2016
 Share of Online Shoppers Who Consider the Adaptation of Website to Mobile as an Important Criteria When Buying
Online, in %, October 2016
 Consumer Motivation for Switching from Mobile to Desktop to Complete a Purchase, in % of Shoppers, 2015
3.2. UK
 M-Commerce Sales, in GBP billion, and M-Commerce Share of Retail E-Commerce Sales, in %, 2014 - 2020f
 M-Commerce Sales by Device, in GDP billion, and Share of M-Commerce Sales, in %, 2014 - 2020f
 Breakdown of M-Commerce Sales by Smartphone and Tablet, in %, December 2015 & December 2016
 Mobile Shopper Penetration, in % of Online Shoppers, 2016 & 2017f
 Conversion Rate by Device, in %, Q2 2015 & Q2 2016
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EUROPE M-COMMERCE 2017
TABLE OF CONTENTS (1 OF 3)
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EUROPE (CONT.)
3.2. UK (CONT.)
 Product Categories Purchased via Mobile Devices, in % of Mobile Device Owners, April 2016
 Shopping-Related Activities Conducted via Mobile, in % of Smartphone Owners, July 2016
 Top 3 Mobile Shopping Apps Installed, in % of Smartphone Owners Who Installed Mobile Shopping Apps, July 2016
 Top 10 Retail Websites Visited on Smartphones and Tablets, by Rank, December 2016
3.3. GERMANY
 M-Commerce Sales, in USD billion, and M-Commerce Share of Retail E-Commerce Sales, in %, 2015 - 2020f
 Breakdown of Online Purchases by Mobile and PC, in %, 2015 & 2016
 Devices Used for Online Shopping, in % of Online Shoppers, 2014 & 2016
 Share of Mobile Shoppers Who Use Apps for Purchase, in %, by Tablet and Smartphone Shoppers, 2016
 Product Categories Purchased via Mobile, in % of Mobile Shoppers, by Smartphone and Tablet, February 2016
3.4. FRANCE
 M-Commerce Sales, in USD billion, and M-Commerce Share of Retail E-Commerce Sales, in %, 2015 - 2020f
 M-Commerce Share of B2C E-Commerce Sales, in %, Q1 2016 & Q1 2017
 Activities Conducted via Mobile Devices Before Purchasing, in % of Online Shoppers, September 2016
 Top 3 Barriers to M-Commerce, in % of Internet Users, February 2016
 Top 5 E-Commerce Platforms by Monthly Unique Visitors on Mobile, in millions, Q2 2016
 Top 15 E-Commerce Websites, by Total Number of Unique Visitors per Month, in thousands, and Devices Used for
Access, in % of Unique Visitors, in Q1 2017
3.5. RUSSIA
 M-Commerce Share of B2C E-Commerce Sales, in %, 2016
 Mobile Devices Used to Access the Internet, in % of Internet Users by Gender, Area and Total, 2016
 Mobile Shopper Penetration, in % of Online Shoppers Who Use Smartphones for Product Search, November 2016
 Product Categories Purchased via Smartphone, in % of Online Shoppers Who Use Smartphones for Product Search,
November 2016
 Breakdown of Latest Mobile Purchase by Purchase Made through App and Browser, in % of Mobile Shoppers, in %,
2016
 Top 10 E-Commerce Platforms Purchased From via Mobile Devices, in % of Mobile Shoppers, 2016
3.6. SPAIN
 M-Commerce Share of B2C E-Commerce Sales, in %, 2015 & 2016e
 Mobile Shopper Penetration, in % of Online Shoppers, 2015 & 2016
 Product Categories Purchased via Mobile Devices, in % of Online Shoppers, 2016
3.7. ITALY
 M-Commerce Sales, in EUR billion, and M-Commerce Share of Retail E-Commerce Sales, in %, 2015 & 2016
 Breakdown of M-Commerce Sales by Product Categories, in %, 2016
EUROPE M-COMMERCE 2017
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EUROPE (CONT.)
3.8. NETHERLANDS
 Breakdown of Online Purchases by Device, in %, Q1 2016 & Q1 2017
3.9. BELGIUM
 Breakdown of Online Spending by Device, in %, Q1 2016 & Q1 2017
 Devices Used for Online Shopping, in % of Online Shoppers, 2016
 Top 20 Product Categories to Purchase via Mobile Devices, in % of Future Mobile Shoppers, April 2016
3.10. AUSTRIA
 M-Commerce Sales, in EUR million, and Year-on-Year Change, in %, 12 Months to April 2013 – 2017
 Mobile Shopper Penetration, in % of Individuals, 12 Months to April 2016 & 2017
 Share of Online Retailers With Additional Distribution Channels, in % of Online Retailers, 2016
3.11. SWEDEN
 Mobile Shopper Penetration, in % of Internet Users, 2015 & 2016
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EUROPE M-COMMERCE 2017
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EUROPE M-COMMERCE 2017
REPORT-SPECIFIC SAMPLE CHARTS

8. GENERAL METHODOLOGY OF OUR MARKET REPORTS
Secondary Market Research
 The reports are compiled based on secondary market research.
Secondary research is information gathered from previously published
sources. Our reports are solely based on information and data acquired
from national and international statistical offices, industry and trade
associations, business reports, business and company databases,
journals, company registries, news portals and many other reliable
sources. By using various sources we ensure maximum objectivity for all
obtained data. As a result, companies gain a precise and unbiased
impression of the market situation.
 Cross referencing of data is conducted in order to ensure
validity and reliability.
 The source of information and its release date are provided on
every chart. It is possible that the information contained in one chart is
derived from several sources. If this is the case, all sources are mentioned
on the chart.
 The reports include mainly data from the last 12 months prior
to the date of report publication. Exact publication dates are mentioned in
every chart.
Definitions
 The reports take into account a broad definition of B2C E-
Commerce, which might include mobile commerce. As definitions may
vary among sources, exact definition used by the source (if available) is
included at the bottom of the chart.
Chart Types
 Our reports include text charts, pie charts, bar charts, rankings,
line graphs and tables. Every chart contains an Action Title, which
summarizes the main idea/finding of the chart and a Subtitle, which
provides necessary information about the country, the topic, units or
measures of currency, and the applicable time period(s) to which the data
refers. With respect to rankings, it is possible that the summation of all
categories amounts to more than 100%. In this case, multiple answers were
possible, which is noted at the bottom of the chart.
Report Structure
 Reports are comprised of the following elements, in the following
order: Cover page, preface, legal notice, methodology, definitions, table of
contents, management summary (summarizing main information
contained in each section of report) and report content (divided into
sections and chapters). When available, we also include forecasts in our
report content. These forecasts are not our own; they are published by
reliable sources. Within Global and Regional reports, we include all major
developed and emerging markets, ranked in order of importance by using
evaluative criteria such as sales figures.
Notes and Currency Values
 If available, additional information about the data collection, for
example the time of survey and number of people surveyed, is provided in
the form of a note. In some cases, the note (also) contains additional
information needed to fully understand the contents of the respective data.
 When providing information about amounts of money, local
currencies are most often used. When referencing currency values in the
Action Title, the EUR values are also provided in brackets. The conversions
are always made using the average currency exchange rate for the
respective time period. Should the currency figure be in the future, the
average exchange rate of the past 12 months is used.
METHODOLOGY OF OUR EUROPE M-COMMERCE 2017
Report Coverage
 This report covers the M-Commerce market in Europe. Major
advanced and emerging markets in this region are covered, including the
UK, Germany, France, Russia, Spain, Italy, the Netherlands, Austria,
Belgium and Sweden. Besides country data, global and regional
information and cross-country comparisons are included in this report.
 The report contains relevant information about market trends,
M-Commerce sales and mobile shoppers.
 For the purposes of this report, M-Commerce is defined as the
sale of products and services through electronic transactions via mobile
Internet-enabled devices, such as smartphones and tablets. The specific
definitions of M-Commerce, mobile sales and mobile shoppers used by
the original sources cited in this report may vary.
Report Structure
 The report starts with a global chapter which includes regional
and country comparisons in terms of criteria relevant to M-Commerce,
such as mobile Internet subscriptions and mobile shopper penetration. The
rest of the report is divided into country chapters, ranked by B2C E-
Commerce sales.
 In each country description the following information is
presented, where available: M-Commerce sales, share of M-Commerce
among total B2C E-Commerce sales and online purchase transactions,
mobile shopper penetration, devices used for accessing the Internet and
for shopping online, reasons for buying via mobile, smartphone and mobile
Internet penetration. Not each type of information is presented for each
country due to varying data availability.
 A ranking of M-Commerce market players, such as by number of
mobile visits or by usage among mobile shoppers may be included for
selected top countries.
EUROPE M-COMMERCE 2017
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9. Global M-Commerce Market 2017
Asia-Pacific M-Commerce Market 2017
Europe Online Payment Methods: Full Year 2016
Europe Cross-Border B2C E-Commerce 2017
Europe Online Travel Market 2016
Europe Clothing B2C E-Commerce Market 2016
Europe B2C E-Commerce Market 2016
UK B2C E-Commerce Sales Forecasts: 2016 to 2020
Germany B2C E-Commerce Sales Forecasts: 2016 to 2020
Global Cross-Border B2C E-Commerce 2017
Global Online Payment Methods: Full Year 2016
Global Mobile Payment Methods: Full Year 2016
Global Mobile Wallets 2017: Competitors and Market Opportunities
Global Online Travel Market 2016
Global Alternative Online Payment Methods: Full Year 2016
Asia-Pacific B2C E-Commerce Market 2017
South Korea B2C E-Commerce Market 2017
India B2C E-Commerce Market 2017
China B2C E-Commerce Market 2017
Southeast Asia B2C E-Commerce Market 2017
June 2017
June 2017
March 2017
February 2017
October 2016
August 2016
February 2016
December 2016
December 2016
February 2017
March 2017
March 2017
January 2017
October 2016
August 2016
June 2017
June 2017
May 2017
May 2017
May 2017
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€ 1,950
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€ 950
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€ 450
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Global B2C E-Commerce Market 2016
Middle East B2C E-Commerce Market 2016
Africa B2C E-Commerce Market 2016
Latin America B2C E-Commerce Market 2016
June 2016
May 2016
May 2016
March 2016
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UPCOMING RELATED REPORTS
REPORT PUBLICATION
DATE
PRICE*
Western Europe B2C E-Commerce Market 2017
Europe B2C E-Commerce Market 2017
Europe Online Payment Methods: First Half 2017
June 2017
July 2017
July 2017
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EUROPE M-COMMERCE 2017
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