Product Brochure: Western Europe B2C E-Commerce Market 2018

WESTERN EUROPE B2C E-COMMERCE MARKET 2018
PUBLICATION DATE: AUGUST 2018
PAGE 2 GENERAL INFORMATION I PAGE 3 KEY FINDINGS I PAGE 4-13 TABLE OF CONTENTS I PAGE 14 REPORT-SPECIFIC SAMPLE
CHARTS I PAGE 15 METHODOLOGY I PAGE 16 RELATED REPORTS I PAGE 17 CLIENTS I PAGE 18-19 FREQUENTLY ASKED QUESTIONS
PAGE 20 ORDER FORM I PAGE 21 TERMS AND CONDITIONS

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Western Europe B2C E-Commerce Market 2018
Report
B2C E-Commerce
Western Europe
Austria, Belgium, Denmark, Finland, France, Germany, Italy,
Netherlands, Portugal, Spain, Sweden, Switzerland, UK
English
PDF & PowerPoint
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QUESTIONS
ANSWERED
IN THIS REPORT
What is the projected market size of B2C E-Commerce in Western Europe in 2021?
How much of Western Europe's total retail sales is online?
What are the latest B2C E-Commerce market trends in Western Europe?
Which product categories are purchased by Western Europe's online shoppers the most?
Who are the top online retail competitors in Western Europe's top 10 markets?
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

NEW MARKET TRENDS EMERGE IN WESTERN EUROPEAN B2C E-COMMERCE
B2C E-Commerce sales in Western Europe are expected to see steady growth over
the forecast period and increase their share of the region’s overall retail sales to around
one-fifth by 2023. The UK, Germany and France maintain the top 3 ranks in Western Europe
by online retail sales in 2018, while smaller markets such as Spain show higher year-on-year
growth rates, according to the yStats.com report. Besides being the largest, the B2C E-
Commerce market in the UK is also one of the most advanced, with more than eight in ten
individuals making purchases online.
An increasing share of online retail sales in Western Europe is generated via mobile
devices. The Nordics are among the leaders of the M-Commerce trend, fostered by the rise
of mobile payment methods. Another major market development is cross-border E-
Commerce. The percentage of digital buyers making purchases on foreign websites in 2018
is especially high in Ireland, Austria and Belgium. Among the new market trends is voice
commerce. The value of online purchases made by voice command is projected to reach
several billion Euros in the UK alone by 2022. Furthermore, omnichannel behaviours such
as webrooming and showrooming continue to spread across Western Europe. Findings
from Sweden reveal that consumers crossing multiple channels on their way to purchase
are likely to spend more than single-channel buyers.
In terms of competition, Amazon holds the leading position in Western Europe’s
largest online retail markets. In Germany alone Amazon’s market share is approaching 50%,
when including both marketplace and direct-to-consumer sales, according to a recent
estimate cited in the yStats.com report. The U.S.-based E-Commerce giant also outstrips
local competitors in countries including Belgium, France, Italy, Spain, and the UK.
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MANAGEMENT SUMMARY
REGIONAL OVERVIEW
 Breakdown of Global Retail E-Commerce Sales by Regions, incl. Western Europe, in %, 2017
 Retail E-Commerce Sales in Western Europe, in USD billion, and Share of Total Retail Sales, in %, 2016-2021f
 Retail E-Commerce Sales in Western Europe, in EUR billion, and Year-on-Year Change, in %, 2018f-2021f
 Retail E-Commerce Share of Total Retail Sales in Western Europe, in %, 2017 & 2023f
 Top 3 Countries by B2C E-Commerce Sales in Europe, in EUR billion, 2018f
 Internet Penetration in the EU, by Country, in % of Individuals, 2011 – 2017
 Online Shopper Penetration in the EU, by Country, in % of Individuals, 2011 – 2017
 Product Categories Purchased Online, in % of Individuals, by Belgium, Germany, France, Italy, the Netherlands, the
Nordics, Spain and the UK, May 2017
 Payment Methods Preferred in Online Shopping, in % of Online Shoppers, by Belgium, Germany, France, Italy, the
Netherlands, the Nordics, Spain and the UK, May 2017
 Breakdown of Maximum Acceptable Delivery Times, in % of Online Shoppers, by Belgium, Germany, France, Italy, the
Netherlands, the Nordics, Spain and the UK, May 2017
 M-Commerce Share of Retail E-Commerce Sales, by Selected Countries in Western Europe, in %, 2016 - 2021f
 Cross-Border Online Shopper Penetration, by Selected Countries in Western Europe, in % of Online Shoppers, May
2018
UK
3.1. TRENDS
 B2C E-Commerce Market Overview and International Comparisons, July 2018
 M-Commerce Sales, in GBP billion, and M-Commerce Share of Retail E-Commerce Sales, in %, 2016 - 2021f
 Click & Collect Sales, in GBP billion, 2017 & 2022f
 Click & Collect Share of B2C E-Commerce Sales, in %, 2017 & 2022f
 Voice E-Commerce Sales, in USD billion, 2017 & 2022f
 Cross-Border Online Shopper Penetration, by Online Shoppers Buying From Other EU Countries and from the Rest
of the World, in % of Online Shoppers in the UK, 2012 - 2017
 Share of Consumers Who Have Abandoned a Shopping Basket, by Online and In-Store, in %, April 2018
 Top 3 Product Categories by Online Checkout Abandonment Rate, in % of Consumers, April 2018
 Omnichannel Behavior Penetration, by Showrooming and Webrooming, in % of Consumers, 2017
 Breakdown of Satisfaction of Consumers with Receiving a Consistent Omnichannel Purchasing Experience, in % of
Consumers, August 2017
3.2. SALES & SHARES
 B2C E-Commerce Sales, in GBP billion, by Four Comparative Estimates, and CAGR, in %, 2016 - 2022f
 B2C E-Commerce Share of Total Retail Sales, in %, 2012 - 2017
3.3. INTERNET USERS & ONLINE SHOPPERS
 Number of Internet Users, in millions, and Penetration, in % of Adults, by Frequency of Use, 2012 – 2017
 Online Shopper Penetration, in % of Adults, 2012-2017
 Online Shopper Penetration, in % of Adults, by Age Group and Gender, 2012 – 2017
 Breakdown of Frequency of Shopping Online During a Three-Month Period, in % of Adults, by Age Group and
Gender, 2017
 Breakdown of Online Spending During a Three-Month Period, in GBP, in % of Adults, by Age Group and Gender,
2017
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TABLE OF CONTENTS (1 OF 10)
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UK (CONT.)
3.4. PRODUCTS
 Product Categories Purchased Online, in % of Adults, Q1 2017
 B2C E-Commerce Sales of Clothing, in GBP billion, 2017e & 2022f
 B2C E-Commerce Sales of Groceries, in GBP billion, 2017e & 2022f
3.5. PAYMENT
 Payment Methods Preferred in E-Commerce, in % of Online Shoppers, June 2017
3.6. DELIVERY
 Delivery-Related Factors Increasing the Likelihood of Shopping with an Online Retailer, in % of Online Shoppers, May
2017
 Breakdown of Expected Threshold to Qualify for Free Delivery, in %, May 2017
3.7. PLAYERS
 Breakdown of UK Courier Parcel Market by Top 4 Players, in % of Number of Parcels, 2017e
 Share of Online Shoppers Using E-Commerce Marketplaces, in %, May 2017
 Top Reasons To Buy From Online Marketplaces Instead of Retailers, in % of Online Marketplace Shoppers, May 2017
 Top 7 E-Commerce Marketplaces, by Known and Used, in % of Online Marketplace Shoppers, May 2017
 Top 3 Retail Websites by Unique Visitors, in millions, March 2018
 Top 10 Retailers by Share of Retail Spending, in %, incl. Amazon, 2017
GERMANY
4.1. TRENDS
 B2C E-Commerce Market Overview and International Comparisons, July 2017
 M-Commerce Sales, in USD billion, and M-Commerce Share of Retail E-Commerce Sales, in %, 2016 - 2021f
 Breakdown of B2C E-Commerce Sales by Device, in %, 2016 & 2017
 Devices Used for Online Shopping, in % of Online Shoppers, 2014, 2016 & 2017
 Reasons for Cancelling a Purchase via Smartphone, in % of Smartphone Shoppers, 2017
 Share of Purchases Preceded by Online Research via Smartphone, in %, by Online and Offline Purchases, 2017
 Breakdown of Retail Purchases by Mono-Channel and Multi-Channel Purchases, by Online Purchases, Offline
Purchases and Total Purchases, 2017
 Cross-Border Online Shopper Penetration, in % of Online Shoppers in Germany, May 2017
 Countries Purchased From in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in Germany,
May 2017
4.2. SALES & SHARES
 B2C E-Commerce Sales, in EUR billion, by Five Comparative Estimates, and CAGR, in %, 2016 – 2022f
 B2C E-Commerce Share of Total Retail Sales, in %, by Five Comparative Estimates, 2016 - 2022f
 Number of Internet Users, in millions, and Penetration, in % of Individuals, 2012 – 2017
 Number of Online Shoppers, in millions, and Penetration, in % of Internet Users, 2012 – 2017
 Breakdown of the Frequency of Shopping Online During a 3-Month Period, in % of Online Shoppers Who Purchased
Online in the Previous 3 Months, Q1 2017
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GERMANY (CONT.)
4.4. PRODUCTS
 Product Categories Purchased Online, in % of Online Shoppers, Q1 2016 & Q1 2017
 B2C E-Commerce Product Sales, by Category, in EUR billion, 2016 & 2017
 Interactive Retail Sales of Services, by Category, in EUR billion, 2016 & 2017
4.5. PAYMENT
 Payment Methods Preferred in E-Commerce, by Type of Seller Purchased From, in % of Online Shoppers, April 2018
 Breakdown of B2C E-Commerce Product Sales by Payment Methods, in %, 2016 & 2017
4.6. DELIVERY
 Logistic Services Providers Used by Online Shops, in % of Online Shops, 2017e
 Problems Encountered with Online Purchases, in % of Online Shoppers, Q1 2017
 Fastest Possible Delivery Time Offered by Online Shops, in Days, in % of Online Shops, 2016 & 2017
 Number of Amazon Lockers, in Units, 2017 & August 2018e
4.7. PLAYERS
 Market Share of Amazon, by Amazon.de Marketplace and Amazon.de, in %, 2017
 Top 10 Online Shops, by Sales, in EUR million, 2016
 Top 10 E-Commerce Platforms by Market Share, 2017/2018
 Top 10 Online Retailers of Food and Groceries by Estimated Revenue Range, in EUR million, 2017e
FRANCE
5.1. TRENDS
 Devices Used in Online Shopping, in % of Online Shoppers, 2016 & 2017
 Cross-Border Online Shopper Penetration, in % of Online Shoppers, 2017
 Top Product Categories Purchased Cross-Border in 2017 and Planned to be Purchased by Cross-Border Online
Shoppers in 2018, in % of Cross-Border Online Shoppers in France, 2017
 Top Destinations for Cross-Border Online Shopping Outside the EU, in % of Cross-Border Online Shoppers Who
Purchased From Outside the EU, 2017
 Social Media Usage Related To Online Shopping, in % of Online Shoppers Who Use Social Media, January 2017
 Shopping-Related Purposes of Voice Command Usage, in % of Online Shoppers, 2017
 Interest Towards Virtual Personal Assistant Systems For Online Shopping, in % Online Shoppers, 2017
5.2. SALES & SHARES
 B2C E-Commerce Sales, in EUR billion, 2016 - 2019f
 B2C E-Commerce Share of Total Retail Sales, in %, 2017
 E-Commerce Share of Total Retail Sales, in %, 2016 - 2021f
 Internet Penetration, in % of Individuals, 2011 – 2017
 Online Shopper Penetration, in % of Individuals, 2011 – 2017
 Frequency of Online Shopping, in % of Online Shoppers, 2017
5.4. PRODUCTS
 Product Categories Purchased Online, in % of Online Shoppers, by Purchased in 2017 and Planned to Purchase in
2018
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FRANCE
5.5. PAYMENT
 Breakdown of Main Barriers That Make Consumers Hesitant to Purchase Online, in %, by Total Population and
Online Shoppers, June 2017
5.6. DELIVERY
 Delivery Methods Used in E-Commerce, in % of Online Shoppers, 2017
 Subscription Delivery Services Used, in % of Online Shoppers, 2017
5.7. PLAYERS
 Online Merchants’ Share of Total B2C E-Commerce Websites and B2C E-Commerce Market Sales, by Annual B2C
E-Commerce Turnover, in %, 2017
 Top 15 E-Commerce Websites/Applications, by Number of Unique Visitors per Month, in thousands, and Devices
Used for Access, in % of Unique Visitors, Q1 2018
 Top 10 Best-Known B2C E-Commerce Websites, % of Respondents, December 2017
ITALY
6.1. TRENDS
 M-Commerce Sales, in EUR billion, and M-Commerce Share of B2C E-Commerce Sales, in %, 2015 - 2017e
 Cross-Border Online Shopper Penetration, by Online Shoppers Buying From Other EU Countries and from the Rest
of the World, in % of Online Shoppers in Italy, 2012 – 2017
 Breakdown of Frequency of Showrooming and Webrooming, in % of Online Shoppers, 2017
6.2. SALES & SHARES
 B2C E-Commerce Sales, in EUR billion, 2011 – 2018f
 Breakdown of B2C E-Commerce Sales by Products and Services, in %, 2013 – 2018f
 B2C E-Commerce Share of Total Retail Sales, in %, 2014 - 2018f
 Internet Penetration, in % of Individuals, 2011 - 2017
 Online Shopper Penetration, in % of Individuals, 2011 - 2017
6.4. PRODUCTS
 B2C E-Commerce Sales by Category, by Products and Services, in EUR million, and Year-on-Year Change, in %, 2017 &
2018f
 Product Categories Purchased Online, in % of Online Shoppers, 2016 & 2017
6.5. PAYMENT
6.6. DELIVERY
 Delivery Destinations Preferred in E-Commerce, in % of Online Shoppers, June 2017
 Breakdown the Delivery Operators Used in E-Commerce, in %, 2017
6.7. PLAYERS
 Number of Online Stores, by Region, in Units, 2012, 2016 & 2017, and Change in 2017 Compared to 2016 and 2012
 Top 3 Destinations for Product Research Before Buying Online or in a Store, incl. Amazon and eBay, in % of Internet
Users, October 2017
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NETHERLANDS
7.1. TRENDS
 Breakdown of Online Purchases by Device, in %, 2017
 Cross-Border Online Shopper Penetration, in % of Individuals, 2016 & 2017
 Cross-Border Online Spending, in EUR million, 2014 – 2017
 Breakdown of Cross-Border Online Spending of Online Shoppers in the Netherlands by Country, in %, 2016 & 2017
7.2. SALES & SHARES
 B2C E-Commerce Sales, in EUR billion, 2015-2017
 Online Share of Total Consumer Spending, by Spending on Products, Services and Total, 2016 & 2017
7.4. PRODUCTS
7.5. PAYMENT
7.6. DELIVERY
 Delivery Methods Preferred in E-Commerce, in % of Online Shoppers, May 2017
7.7. PLAYERS
 Top 10 B2C E-Commerce Companies by Revenues, in EUR million, 2016
SPAIN
8.1. TRENDS
 Mobile Shopper Penetration, in % of Online Shoppers, 2016 & 2017
 Breakdown of E-Commerce Transaction Value, by Exports, Imports and Domestic, in EUR million, Q1 2015 – Q4 2017
 Breakdown of E-Commerce Transaction Number, by Exports, Imports and Domestic, in millions, Q1 2015 – Q4 2017
 Breakdown of Cross-Border E-Commerce Imports Transaction Value and Number by Region, in % Q3 2017
 Breakdown of Cross-Border E-Commerce Exports Transaction Value and Number by Region, in % Q3 2017
 Breakdown of Online Shoppers by Research and Purchase Channels, in %, May 2017
8.2. SALES & SHARES
 B2C E-Commerce Sales, in EUR billion, and Year-on-Year Change, in %, 2010 – 2016
 B2C E-Commerce Sales, in EUR billion, 2016 & 2017
 B2C E-Commerce Share of Total Retail Sales, in %, 2017e
8.4. PRODUCTS
 Product Categories Purchased Online, in % of Online Shoppers, 2017
 Products Purchased Online, in % of Online Shoppers, 2017
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SPAIN (CONT.)
8.5. PAYMENT
 Payment Methods Used in E-Commerce, in % of Online Shoppers, 2016 & 2017
8.6. DELIVERY
 Delivery Destinations Preferred in E-Commerce, in % of Online Shoppers, June 2017
8.7. PLAYERS
 Top 10 E-Commerce Websites, by Total Number of Visits, in millions, 2017
BELGIUM
9.1. TRENDS
 Breakdown of Online Spending by Device, in %, Q1 2017 & Q1 2018
 Share of Online Shoppers Who Made Their Latest Online Purchase via Smartphone, in % of Online Shoppers in
Belgium, Q3 2016 & Q3 2017
 Cross-Border Online Shopper Penetration, in % of Online Shoppers, 2016 & 2017
 Top 3 Countries Purchased From in the Most Resent Cross-Border Online Purchase, in % of Cross-Border Online
Shoppers, October 2017
9.2. SALES & SHARES
 B2C E-Commerce Sales, in EUR billion, 2015 – 2017
 Online Share of Total Consumer Spending, in %, 2016 & 2017
 Online Share of Total Consumer Spending, in %, 2016 & 2017
9.4. PRODUCTS
 Top 5 Categories by Online Share of Total Spending, in %, 2017
9.5. PAYMENT
 Breakdown of Payment Methods Used in E-Commerce, in % of Online Shoppers, April 2018, and Change Compared
to 2017 and 2011
9.6. DELIVERY
 Breakdown of Delivery Methods Preferred in E-Commerce, in % of Online Shoppers, April 2018
 Delivery-Related Barriers to Online Shopping, in % of Online Shoppers, Q2 2017
9.7. PLAYERS
 Top 10 Online Retailers by Online Sales in Belgium, FY 2016
 Top 10 E-Commerce Websites by Total Number of Visits, in millions, 2017
SWEDEN
10.1. TRENDS
 Mobile Shopper Penetration, in % of Internet Users, 2016 & 2017
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SWEDEN (CONT.)
10.1. TRENDS (CONT.)
 Cross-Border Online Shopper Penetration, in % of Internet Users, Q2 2017
 Breakdown of Online Shoppers by Buying Online from Sweden and Abroad, by Product Category, in %, Q1 2018
 Top Product Categories Purchased Cross-Border, in % of Cross-Border Online Shoppers in Sweden, 2016 & 2017
 Top 5 Countries in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in Sweden, 2016 & 2017
 Overview of Omnichannel Shoppers, incl. Share of Consumers Who Did Webrooming and Showrooming, in %,
Average Spending by Consumers Who Crossed Multiple Channels, and Average Spending by Consumers Who Used a
Single Channel, in SEK, Q4 2017
10.2. SALES & SHARES
 B2C E-Commerce Sales, in SEK billion, and Share of Total Retail Sales, in %, 2010 – 2018f
10.4. PRODUCTS
 B2C E-Commerce Sales, by Selected Segments, in SEK billion and Year-on-Year Growth, in %, 2016 & 2017
10.5. PAYMENT
 Breakdown of Payment Methods Preferred in E-Commerce, in % of Online Shoppers, Q4 2017
 Payment Methods Used and Preferred in Online and Mobile Shopping, in % of Online Shoppers, Q2 2017
10.6. DELIVERY
 Delivery-Related Factors That Are Important When Shopping Online, in % of Online Shoppers, Q2 2017
 Breakdown of Maximum Expected Delivery Time, in % of Online Shoppers, Q2 2017
10.7. PLAYERS
Top 20 Online Pure-Play Retailers by Revenues, in SEK million, 2017
SWITZERLAND
11.1. TRENDS
 Mobile Shopper Penetration, in % of Online Shoppers, 2016 & 2017
 Top 5 Products Categories Purchased via Smartphone, in % of Online Shoppers, 2017
 Cross-Border B2C E-Commerce Imports, in CHF billion, 2014 – 2017
 Cross-Border B2C E-Commerce Imports Share of Total B2C/C2C E-Commerce Spending, in %, 2016 & 2017
 Retail E-Commerce and Mail Order Sales, in CHF billion, 2013 - 2017
 E-Commerce and Mail Order Share of Total Retail Sales, in %, 2017
 Internet User Penetration, in % of Individuals, 2014 & 2017
 Online Shopper Penetration, in % of Internet Users, 2014 & 2017
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SWITZERLAND (CONT.)
11.4. PRODUCTS
 B2C E-Commerce and Mail Order Sales, by Product Category, in CHF billion, 2012 – 2017
 Product Categories Purchased Online, in % of Online Shoppers, 2017
11.5. PAYMENT
11.6. DELIVERY
 Top 5 Reasons for Shopping Online, incl. Delivery-Related, in % of Online Shoppers, 2017
11.7. PLAYERS
 Top 10 Online Shops by Revenues, in CHF million, 2016 & 2017
DENMARK
12.1. TRENDS
 Mobile Shopper Penetration, in % of Internet Users, Q2 2017
 Share of Online Purchases Made via Smartphone, in %, 2017
 Cross-Border Imports Share of B2C E-Commerce Sales, in %, 2017
 Top Product Categories Purchased Cross-Border, in % of Cross-Border Online Shoppers in Denmark, 2016 & 2017
 Top 5 Countries in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in Denmark, 2016 & 2017
 B2C E-Commerce Sales, in DKK billion, and Year-on-Year Change, in %, 2013 – 2017e
 Breakdown of B2C E-Commerce sales by Goods, Services, and Travel, in %, 2017
12.4. PRODUCTS
12.5. PAYMENT
12.6. DELIVERY
 Delivery-Related Factors That are Important When Shopping Online, in % of Online Shoppers, 2017
12.7. PLAYERS
 Breakdown of Top 20 Most Used Websites for Online Shopping, in % of Online Shoppers, H1 2017
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FINLAND
13.1. TRENDS
 Mobile Shopper Penetration, in % of Internet Users, Q2 2017
 Cross-Border Online Shopper Penetration, in % of Internet Users, Q2 2017
 Top Product Categories Purchased Cross-Border, in % of Cross-Border Online Shoppers in Finland, 2016 & 2017
 Top 5 Countries in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in Finland, 2016 & 2017
 B2C E-Commerce Sales, in EUR billion, 2016 & 2017
13.4. PRODUCTS
 Breakdown B2C E-Commerce Sales of Products and Services, by Category, in %, 2017
13.5. PAYMENT
13.6. DELIVERY
 Delivery-Related Factors That Are Important When Shopping Online, in % of Online Shoppers, 2017
13.7. PLAYERS
 Top 15 Most Used E-Commerce Websites, in % of Online Shoppers, 3 Months to January 2018
AUSTRIA
14.1. TRENDS
 M-Commerce Sales, in EUR million, and Year-on-Year Change, in %, 12 Months to April 2013 - 2018
 Mobile Shopper Penetration, in % of Individuals, 12 Months to April 2017 & 2018
 Cross-Border Online Shopper Penetration, in % of Online Shoppers, 2016 & 2017
 Top 3 Countries Purchased From in the Most Resent Cross-Border Online Purchase, in % of Cross-Border Online
Shoppers, October 2017
 B2C E-Commerce Share of Total Retail Sales, in %, 2017
13.4. PRODUCTS
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AUSTRIA (CONT.)
14.5. PAYMENT
14.6. DELIVERY
 Top 5 Problems When Shopping Online, incl. Delivery-Related, in % of Online Shoppers, November 2017
14.7. PLAYERS
 Top 10 Online Shops by Revenues, in EUR million, 2016
PORTUGAL
15.1. TRENDS
 Devices Used for Online Shopping, in % of Online Shoppers, June 2017
 Breakdown of Online Shoppers Making Purchases via Smartphone and Tablet, by Using App, Browser or Both, June
2017
 Cross-Border Online Shopper Penetration, in % of Online Shoppers, 2017
 B2C E-Commerce Sales, in EUR billion, 2009, 2017e and 2025f
 Online Shopper Penetration, in % of Individuals, 2017e & 2025f
15.4. PRODUCTS
15.5. PAYMENT
15.6. DELIVERY
 Delivery/Return Options that Would Encourage Online Shoppers to Buy from an Online Retailer, in % of Online
Shoppers, June 2017
15.7. PLAYERS
 Top 5 E-Commerce Websites, by Total Website Visits, in millions, incl. Rank Among All Websites in Portugal and
Category, June 2018
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REPORT-SPECIFIC SAMPLE CHARTS

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
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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 WESTERN EUROPE B2C E-COMMERCE MARKET 2018
Report Coverage
 This report covers the B2C E-Commerce market in Western
Europe. Major advanced and emerging markets in this region are covered,
including Austria, Belgium, Denmark, Finland, France, Germany, Italy, the
Netherlands, Portugal, Spain, Sweden, Switzerland and the UK. A broad
definition of retail E-Commerce used by some original sources cited in this
report might include both B2C and C2C E-Commerce.
 The report contains relevant information about international
comparisons, market trends, E-Commerce sales and shares, Internet
users and shoppers, products, payment methods, delivery and players.
Report Structure
 The report starts with an overview of the regional E-Commerce
market, regional and country comparisons in terms of criteria relevant to
B2C E-Commerce, such as sales, the E-Commerce share of retail, Internet
and online shopper penetration. The rest of the report is divided into
country chapters, presented in the descending order of retail E-Commerce
sales. Data availability varied by country.
 Each country description starts with the “Trends” section that
highlights relevant market trends, such as M-Commerce, omnichannel,
and cross-border online shopping.
 The section “Sales & Shares” covers the development of B2C E-
Commerce sales and E-Commerce’s share of total retail sales. For top
markets in the region, information from several sources was provided for
cross-referencing.
 In the “Users & Shoppers” section, information about Internet
penetration and online shoppers is included.
 Afterwards, the section “Products” shows the leading product
categories purchased online.
 The next section, “Payment”, covers the payment methods most
used by online shoppers.
 Furthermore, the “Delivery” section covers information related to
delivery in E-Commerce.
 Finally, the “Players” section includes information about the
leading E-Commerce companies, including rankings of top online shopping
platforms by sales, website visits, awareness and usage rates by online
shoppers, where available.
 For the top two B2C E-Commerce markets in the region, the UK
and Germany, the country descriptions start with an overview chart,
highlighting the overall B2C E-Commerce development.
15

Eastern Europe B2C E-Commerce Market 2018
Turkey B2C E-Commerce Market 2018
Russia B2C E-Commerce Market 2018
Poland B2C E-Commerce Market 2018
Europe Cross-Border B2C E-Commerce 2017
Europe Online Payment Methods: Full Year 2017
Germany B2C E-Commerce Sales Forecasts 2017 to 2021
UK B2C E-Commerce Sales Forecasts 2017 to 2021
Top 5 B2C E-Commerce Sales Forecasts 2017 to 2021
Online Retail in Emerging Markets 2018
Global B2C E-Commerce Market 2018
Asia-Pacific B2C E-Commerce Market 2018
Southeast Asia B2C E-Commerce Market 2018
Africa B2C E-Commerce Market 2018
MENA B2C E-Commerce Market 2018
Middle East B2C E-Commerce Market 2018
August 2018
August 2018
August 2018
August 2018
February 2017
June 2018
November 2017
November 2017
December 2017
August 2018
July 2018
June 2018
May 2018
March 2018
March 2018
January 2018
€ 1,950
€ 750
€ 950
€ 750
€ 1,950 € 950
€ 2,950
€ 450
€ 1,950
€ 1,950 € 1,450
€ 3,450
€ 4,950
€ 3,950
€ 1,950
€ 1,950
€ 2,950
€ 1,950
UPCOMING RELATED REPORTS
REPORT PUBLICATION
DATE
PRICE*
Europe B2C E-Commerce Market 2018
Europe Cross-Border B2C E-Commerce 2018
September 2018
September 2018
€ 3,950
€ 1,950
16

Product Brochure: Western Europe B2C E-Commerce Market 2018

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Product Brochure: Western Europe B2C E-Commerce Market 2018