1. Essential Facts &
Figures
of E-commerce in
Belgium
Wim Boesmans
Business Consultant Retail
© GfK 2013 | Essential Facts & Figures of E-commerce in Belgium | March 20th 2013 1

2. In 2020 …
© GfK 2013 | Essential Facts & Figures of E-commerce in Belgium | March 20th 2013 2

3. The world is changing!
© GfK 2013 | Essential Facts & Figures of E-commerce in Belgium | March 20th 2013 3

4. 2012 World wide adoption: access to the digital
world via..
Smartphone Media Tablet Notebook Smart TV
3‚ 4‚ 5‚ 6‚ 7‚ 8‚ 9‚ 10‚ 11‚ 12‚ 13‚ 14‚ 15‚ 16‚ 17‚ 18‚ 19‚ 20‚ … 45‚ 46‚ 47‚ 48‚ 49‚ 50‚
+62% +68% +11% +48%
Global 2012 >1,1 billion devices with direct internet
Source: GfK Retail and Technology Global
access (+49%)
© GfK 2013 | Essential Facts & Figures of E-commerce in Belgium | March 20th 2013 4

5. ‘Mobile Internet Devices’ will generate almost 50%
of sales revenue in Tech Devices
OTHER
25% 22%
28%
31%
35% 34%
Digital Still Camera
(Compact/CSC/SLR)
3%
4%
4%
4%
6% MOBILE PHONE
4%
5% 4% 9% 11%
12% 12%
7% LCD TV
15% 13%
18% 7%
14% 14%
8% DESK PC
13% 14%
11%
9% 8%
9% 15% 7% MOBILE PC
49%
10%
16% 4%
16% TABLET PC
15% 30%
1% 26%
0% 19%
0% 12%
7% 9% SMARTPHONE
2008 2009 2010 2011 2012 2013 Fcst
Global Tech Device Retail Sales Revenue in value % based on €
© GfK 2013 | Essential Facts & Figures of E-commerce in Belgium | March 20th 2013 5

6. Portable ‘connected devices’
Smartphones & Media Tablets
2,95 million
in 2012!
Smartphones: 1,97 Mio
(+65%)
Media-Tablets: 980.000 units (+176%)
© GfK 2013 | Essential Facts & Figures of E-commerce in Belgium | March 20th 2013 6

7. Online Sales vs
Traditional
© GfK 2013 | Essential Facts & Figures of E-commerce in Belgium | March 20th 2013 7

8. Internet Penetration % of Population 2000/2011
Western Europe
90 2000
84 84 2011
83
81 77 75
66
59
51
28 29
25 26 23
23 23
19
13 12
NL UK CH DE BE FR AT ES IT PT
© GfK 2013 | Essential Facts & Figures of E-commerce in Belgium | March 20th 2013 8
Source: http://www.internetworldstats.com/stats4.htm#europe, status: 31 December 2011, accessed 18 May 2012

9. Top 10 Internet Countries in Europe
Belgium: 8,5 Mio users (4,6 Mio Facebook)
© GfK 2013 | Essential Facts & Figures of E-commerce in Belgium | March 20th 2013 9

10. Technical Consumer Goods and further non-food
tracking
Consumer
IT Entertainment Fashion Stationery DIY MDA/SDA
Electronics
Photo Optics Telecom Mobile Content Gardening Tourism Automotive
More than 300 product groups monitored in 200.000 outlets in more than
32 channels of distribution to represent the sales in more than 1.100.000 outlets
© GfK 2013 | Essential Facts & Figures of E-commerce in Belgium | March 20th 2013 10

11. Technical Consumer Goods**
B2C Sales Value % Consumer Channels 11 Countries Europe*
Jan-Dec 2012
83,0%
17,0%
*) AT, BE, CH, CZ, DE, ES, FR, GB, IT, NL, PT **) CE, IT, OE, MTG, Photo, Telecom, SDA, PersDiag, MDA
in Belgium March 20th 2013
© GfK 2013 | Essential Facts & Figures of E-commerceSales figures |of Smart-Mobilephones are calculated with „Non Subsidised estimated Prices“ 11

12. Massively Growing B2C Internet Sales-Share
for TCG** in Europe*
17.0%
15.4%
13.5%
11.7% 2012
10.3% 2011
2010
8.5%
2009
6.3% 2008
2007
2006
© GfK 2013 | Essential Facts & Figures of E-commerce in Belgium | March 20th 2013 12
*) AT, BE, CH, CZ, DE, GB, ES, FR, IT, NL, PT **) CE, IT, OE, MTG, Photo, Telecom, SDA, PersDiag, MDA

13. Internet Sales Share per country
Total Sales Ranking Internet
© GfK 2013 | Essential Facts & Figures of E-commerce in Belgium | March 20th 2013 1 2 4 3 5 13

14. Technical Consumer Goods Market in Belgium
Growth of online sales in 2012
+18% Pureplayers
+19 %
+21% Clicks & Bricks
© GfK 2013 | Essential Facts & Figures of E-commerce in Belgium | March 20th 2013 14

15. Share of Pureplayers in Belgium has
increased to 3,7%
© GfK 2013 | Essential Facts & Figures of E-commerce in Belgium | March 20th 2013 15

16. Pureplayers in The Netherlands represent
12,6%!
© GfK 2013 | Essential Facts & Figures of E-commerce in Belgium | March 20th 2013 16

17. Internet Sales growing in every segment
IT products represent more than 50% of online sales
© GfK 2013 | Essential Facts & Figures of E-commerce in Belgium | March 20th 2013 17

18. Product
© GfK 2013 | Essential Facts & Figures of E-commerce in Belgium | March 20th 2013 18

19. Top 5 Electro Productgroups in Online Sales
Traditional
Top 5 Internet Sales
Mobile Computing +15% -13%
PTV/Flat +6% -21%
Smart/Mobilephones +29% +27%
Digital Cameras +18% -8%
External Storage +21% -26%
© GfK 2013 | Essential Facts & Figures of E-commerce in Belgium | March 20th 2013 19

20. Very low weight in Internet Sales
Hoods
Steam Ovens
Built in Hobs
© GfK 2013 | Essential Facts & Figures of E-commerce in Belgium | March 20th 2013 20

21. Price
© GfK 2013 | Essential Facts & Figures of E-commerce in Belgium | March 20th 2013 21

22. Price Index Online Sales vs. Traditional
Average price depends on product mix: low, medium and
high end
AMPLIFIER
RECEIVER
LOUDSPEAKERS
DESKTOP COMPUTING
PTV/FLAT
STORAGE
MOBILE COMPUTING
DIGITAL CAMERAS
SMART-MOBILEPHONES
HOT BEVERAGE MAKER
FOODPREPARATION
HEADPHONES
0 20 40 60 80 100 120 140 160 180 200
© GfK 2013 | Essential Facts & Figures of E-commerce in Belgium | March 20th 2013 22

23. Price Difference Online Sales vs. Traditional
Q4 2012 – Top 20 Best Sold Models
Top 20 Top 20
Max
PanelmarketOnline
PTV/Flat
-10% -13% -21%
Digital Cameras
-9% -10% -23%
Hot Beverage Makers
-5% -14% -16%
Washing Machines
-1% -6% -24%
© GfK 2013 | Essential Facts & Figures of E-commerce in Belgium | March 20th 2013 23

24. Price Difference Online Netherlands vs.
Belgium
Q4 2012 – Top 20 Best Sold Models Online in Benelux
Cross border online buying is easy! Top 20 Max
PTV/Flat
-4% -15%
Digital Cameras
-5% -12%
Hot Beverage Makers
-9% -23%
Washing Machines
-7% -17%
© GfK 2013 | Essential Facts & Figures of E-commerce in Belgium | March 20th 2013 24

25. Importance of price in decision to buy
90
82.0
80
Traditional can’t beat the
70 66.5 lower prices of Online
60
50
Traditional
40
Online
30 28.0
20 16.1
10
5.6
1.9
0
(Very) important It matters Not important (at all)
Source: GfK/IMNetworks Bricks & Clicks Monitor 2011
© GfK 2013 | Essential Facts & Figures of E-commerce in Belgium | March 20th 2013 25

26. Place
© GfK 2013 | Essential Facts & Figures of E-commerce in Belgium | March 20th 2013 26

27. Most important reasons to choose a webshop
Hard to differentiate!
24.5
41.2
4.9 Convenience at home
Price is better
Choice is bigger
Other
29.3
Source: GfK/IMNetworks Bricks & Clicks Monitor 2011
© GfK 2013 | Essential Facts & Figures of E-commerce in Belgium | March 20th 2013 27

28. Most important reasons to choose a regular
shop
13.8
29.5
11.9
Look and feel the products
Free to walk and browse
15.7 Product immediately available
Service
29.1 Other
Online can never replace the
physical aspect of shopping
Source: GfK/IMNetworks Bricks & Clicks Monitor 2011
© GfK 2013 | Essential Facts & Figures of E-commerce in Belgium | March 20th 2013 28

29. Acceptance to buy online or offline per
sector
-18.1
Music & DVD
17.5
14.0
Bike
-41.6
8.8
MDA
4.9
Traditional
9.0 Online
DIY
-24.1
-7.1
IT
15.4
1.9
CE
11.7
-50.0 -40.0 -30.0 -20.0 -10.0 0.0 10.0 20.0 30.0
Source: GfK/IMNetworks Bricks & Clicks Monitor 2011
© GfK 2013 | Essential Facts & Figures of E-commerce in Belgium | March 20th 2013 29

30. Showrooming
© GfK 2013 | Essential Facts & Figures of E-commerce in Belgium | March 20th 2013 30

31. Showrooming: look & feel in shop before
buying online
Vacuum Cleaner 4.2
Cooling 50.0
Wood Flooring 100.0
0.0 20.0 40.0 60.0 80.0 100.0 120.0
Source: GfK/IMNetworks Bricks & Clicks Monitor 2011
© GfK 2013 | Essential Facts & Figures of E-commerce in Belgium | March 20th 2013 31

32. In 2020 …
© GfK 2013 | Essential Facts & Figures of E-commerce in Belgium | March 20th 2013 32

33. Evolution of Electrical Retailer shops in
Belgium
CE, MDA and SDA – Chains & Buying Groups & Independents
3500
-32%
3000 2898
2500
2228
1964
2000
?
1500
1000
500
0
2001 2006 2012 2020
© GfK 2013 | Essential Facts & Figures of E-commerce in Belgium | March 20th 2013 33

34. What’s the future of E-commerce?
TOTAL GfK Experts Retailers
2015
22% 21% 23%
2020
33% 32% 35%
The weight of Online Sales
will increase even more!
Source: GfK Consumer Choices / Retail Trend Monitor
© GfK 2013 | Essential Facts & Figures of E-commerce in Belgium | March 20th 2013 34

35. Conclusions
© GfK 2013 | Essential Facts & Figures of E-commerce in Belgium | March 20th 2013 35

36. Conclusions
The world is changing!
E-commerce is growing… fast!
Traditional can’t beat lower prices of Online
Online can never replace the physical aspect of shopping
Each sector requires a different Online & Offline approach
ACT NOW!
© GfK 2013 | Essential Facts & Figures of E-commerce in Belgium | March 20th 2013 36

37. Join our Retail Panel and receive FREE market
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© GfK 2013 | Essential Facts & Figures of E-commerce in Belgium | March 20th 2013 37

38. Improve your business with Fact-based GfK
Figures!
Wim Boesmans
Business Consultant Retail
+32 2 474 39 75
wim.boesmans@gfk.com
GfK Retail and Technology
Benelux
© GfK 2013 | Essential Facts & Figures of E-commerce in Belgium | March 20th 2013 38