BeCommerce
Figures &
Trends 2014
ECOMMERCE IN BELGIUM
March 2014
About BeCommerce
BeCommerce is the Belgian association for companies active in e-commerce.
Through awareness raising, info...
In March 2014 BeCommerce ran a major member survey into the current situation
of e-commerce in Belgium and distance seller...
Aim of the study
Study of the current situation in the online distance selling market in Belgium as well as expectations a...
66%
5%
29%
18%
82%
76%
0%
24%
24%
58%
18%
Independent Belgian company
Subsidiary of Belgian company
Subsidiary of foreign ...
General remarks concerning the research
o The figures in this report are based on an online questionnaire about figures 20...
26% 26%
32%
38%
51%
67% 66%
6% 4%
2%
5%
2%
0% 5%
68% 70% 66%
57%
47%
33% 29%
2007 2008 2009 2010 2011 2012 2013
An indepen...
Distance Selling Profiles
Pure Player vs. Multichannel Player
36%
30% 34%
47% 45% 44%
32%
64%
70% 66%
53% 55% 56%
68%
2007...
Distance Selling Profiles
Share of distance selling vs total turnover
What % was your e-commerce turnover vs. your total t...
Distance Selling Profiles
B2C vs. B2B
50%
44%
62%
57%
47%
56%
76%
6%
13%
6%
2%
44% 43%
32%
43%
51%
44%
24%
2007 2008 2009 ...
73%
45%
50%
59%
50%
60%
32%
22%
12%
19%
24%
19%
6%
12%
18%
11%
9%
22%
12% 13%
25% 24% 25%
0% 0% 0%
2010 2011 2012 2013 Exp...
Distance Selling Profiles
Expected growth in e-commerce
Do you expect your e-commerce business to grow?
3%3%
3% 3%
9%
15%
...
Total E-commerce Turnover
Total E-commerce turnover in Belgium
What e-commerce turnover do you make in Belgium?
1,52
1,91
...
Opinions of the Belgian distant sellers
The internet will maybe become the main ordering method in the next 2 years
5%6% 5...
Opinions of the Belgian distant sellers
The Belgian legislation prevents the growth of my distance selling activities
10%
...
Payment methods
Pure players
0%
59%
56%
58%
67%
80%
88%
5%
57%
43%
43%
57%
71%
86%
40%
34%
40%
40%
57%
79%
96%
Bank-Brande...
Payment methods
All distance sellers
30%
43%
57%
60%
64%
86%
94%
31%
39%
50%
61%
61%
83%
94%
29%
62%
33%
57%
52%
81%
95%
B...
Payment methods
Average amount per order
6% 5% 2%
8% 4%
11%
6%
3% 6%6% 5%
5%
11%
7%
6% 6%
19%
10% 18%
19%
4%
17%
28%
35%
1...
Payment methods
Share of distance selling turnover vs total business turnover
13% 15% 16%
24%
19%
33%
29%3%
5%
9%
7%
11%
7...
Payment methods
Number of transactions in relation to orders
22%
10%
23%
30%
19% 22%
6%
3%
7%
6%
17%
6%
6%
10%
5% 5%
2%
6%...
Payment methods
Number of transactions in relation to parcels
25%
15%
23%
38%
19% 22%
6%
3%
5%
9%
5%
12%
11%
18%
3%
10%
2%...
Payment methods
Online transactions
6%
12%
0%
6%
6%
18%
52%
21%
16%
0%
5%
10%
16%
32%
20%
7%
2%
18%
11%
13%
29%
I prefer n...
65%
55%
35%
20%
0%
10%
73%
46%
30%
23%
0%
9%
65%
38% 38%
19%
3%
16%
60%
45%
32%
34%
11%
9%
63%
37%
42%
16% 16%
10%
71%
41%...
Delivery methods
Logistics service providers
18%
14%
12%
12%
24%
12%
39%
59%
16%
10%
10%
21%
21%
21%
37%
58%
21%
13%
15%
9...
Delivery methods
Time slot delivery
6%
12%
22%
60%
0%
16%
21%
63%
2%
13%
17%
75%
Via locker network
Via Pick-up points
Via...
12%
6%
13%
13%
6%
44%
6%
none needed
> 10 working days
5 working days maximum
3 working days maximum
2 working days maximu...
17%
33%
50%
2013
This year Later Never
Delivery methods
Track & Trace Service
62%
38%
2013
Yes No
Offer Track & Trace serv...
Delivery methods
Free Delivery Policy for Physical Products
84%
16%
2013
Yes No
Offer a free delivery service
100%
2013
Th...
Delivery methods
Free Return Policy for Physical Products
62%
38%
2013
Yes No
Offer free return policy
40%
20%
40%
2013
Th...
38%
23%
31%
8%
2013
This year next year Later Never
E-Customer Service
Chatbox service
19%
81%
2013
Yes No
Offer a chatbox...
10%
60%
30%
2013
This year next year Later Never
E-Customer Service
Free Helpline
38%
62%
2013
Yes No
Offer a free helplin...
Communication mix
All distance sellers
18%
28%
35%
12%
18%
12%
18%
24%
6%
12%
18%
18%
6%
6%
24%
12%
12%
18%
24%
12%
18%
18...
Communication mix
Social Media All distance sellers
12%
35%
24%
12%
18%
6%
18%
12%
18%
18%
6%
29%
29%
29%
34%
35%
23%
18%
...
6%
6%
6%
8%
9%
12%
12%
12%
14%
15%
16%
17%
17%
19%
20%
23%
24%
30%
35%
5%
5%
6%
6%
21%
21%
13%
13%
21%
21%
16%
21%
19%
26%...
18%
27%
37%
0%
9%
9%
36%
18%
27%
9%
0%
9%
48%
28%
10%
5%
8%
3%
No plans to start with
mobile selling
> 1 year
< 1 year
< 9...
Mobile commerce
Reasons not to start with m-commerce
9%
0%
18%
0%
73%
0%
9%
9%
18%
45%
13%
3%
25%
13%
55%
Other
Too expens...
Mobile commerce
Mobile application vs. mobile website
29%
86%
38%
88%
50%
100%
Mobile application Mobile website
2011 2012...
33%
60%
66%
0%
38%
75%
0%
50%
100%
Windows
Android
iOS (Apple)
2011 2012 2013
Mobile commerce
Supported Operating Systems ...
Mobile commerce
Reason to start with mobile commerce
33%
66%
50%
66%
0%
25%
50%
75%
14%
43%
71%
43%
We wanted to be the fi...
Mobile commerce
IT development & Results
43%
75%
16%
57%
25%
84%
2011 2012 2013
Internal IT development External IT develo...
Mobile commerce
Top products 2013
Books, E-books & magazines
Garden utilities
Kitchen appliances
Tickets
Financial service...
Mobile commerce
Smartphone mobile payments 2013
17%
33%
67%
67%
83%
Diners
Paypal
American Express
Mastercard
Visa
2013
Wh...
Mobile commerce
Mobile Advertsing
3%
8%
11%
12%
17%
24%
28%
36%
50%
52%
62%
Other
Offline TV
Offline In store
advertising
...
Mobile commerce
Mobile turnover vs e-commerce turnover
49% 50%
17% 17%
17%
33%
2012 2013
0-4% 5-10% >10% No turnover
17%
W...
Mobile commerce
Share of tablet turnover vs smartphone turnover
28%
35%
72%
65%
2012 2013
Smartphone Tablet
What % of your...
13%
27%
11%
22%
9%
4%
7%
2%
4%
0%
43%
11%
5%
16%
3%
14%
3%
5%
12%
37%
7%
21%
7%
9%
5%
2%
0%
11%
21%
26%
21%
11%
0%
5%
0%
5...
Employment
Needed profiles
49%
32%
19%
5%
27%
70%
41%
26%
4%
19%
60%
32%
11%
0%
11%
73%
47% 46%
20%
Online marketers IT sp...
5%
5%
8%
13%
19%
51%
Germany
France
Wallonia only
The Netherlands
Flanders only
Belgium
2013
Employment
Employment geograp...
12%
0%
6%
13%
69%
Never
Later
Next year
This year
We already have a
team in Belgium
2013
Employment
Employment movement
Wh...
Presentatie E-Shop Expo: BeCommerce_figures and trends 2014
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Presentatie 'BeCommerce: Figures & Trends' van Carine Moitier tijdens E-Shop Expo op 19 en 20 maart in Tour & Taxis Brussel.

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Presentatie E-Shop Expo: BeCommerce_figures and trends 2014

  1. 1. BeCommerce Figures & Trends 2014 ECOMMERCE IN BELGIUM March 2014
  2. 2. About BeCommerce BeCommerce is the Belgian association for companies active in e-commerce. Through awareness raising, information, promotion, certification of e-commerce sites through a quality label and its own code of conduct, BeCommerce encourages the further growth of the eCommerce sector and the strengthening of consumer confidence in distance selling. BeCommerce counts today 311 e-tailers and 42 business partners. More info: www.becommerce.be Belgian E-Commerce Organisation
  3. 3. In March 2014 BeCommerce ran a major member survey into the current situation of e-commerce in Belgium and distance seller expectations for 2014. Focusing on the expected growth of the industry, most sold products online, logistical services, payment methods, mobile commerce and new this year, customer service. I’m glad to announce that the Belgian e-commerce market is catching up with their neighbours. But there is still much room for improvement and expansion. And this is exactly where BeCommerce and its partners will provide the necessary support and knowledge. Patricia Ceysens, President of the Board of Directors Patricia Ceysens President of the Board of Directors
  4. 4. Aim of the study Study of the current situation in the online distance selling market in Belgium as well as expectations and trends Method o Respondents from BeCommerce database (approximately 600 contacts) o Target group: Belgian organizations with distance selling activities o Fieldwork: 26 February – 12 March 2014 Introduction About the study
  5. 5. 66% 5% 29% 18% 82% 76% 0% 24% 24% 58% 18% Independent Belgian company Subsidiary of Belgian company Subsidiary of foreign company Only distance sales Both distance selling and traditional B2C or C2C B2B Both consumers and businesses 1 - 5 6 - 50 50 + Legal profile Target customers Type of sales Distance sales staff
  6. 6. General remarks concerning the research o The figures in this report are based on an online questionnaire about figures 2013 & expectations 2014, conducted in February - March 2014 during 2 weeks with all the BeCommerce members o The figures relate to the sales results of Belgian companies, they are not consumer figures (consumers buy on Belgian and foreign e-shops) o Yearly survey Introduction About the study
  7. 7. 26% 26% 32% 38% 51% 67% 66% 6% 4% 2% 5% 2% 0% 5% 68% 70% 66% 57% 47% 33% 29% 2007 2008 2009 2010 2011 2012 2013 An independent Belgian company A branch / subsidiary of a Belgian mother company A branch / subsidiary of a foreign mother company Distance Selling Profiles Belgian Company vs. Foreign companyWhat is the legal profile of your company?
  8. 8. Distance Selling Profiles Pure Player vs. Multichannel Player 36% 30% 34% 47% 45% 44% 32% 64% 70% 66% 53% 55% 56% 68% 2007 2008 2009 2010 2011 2012 2013 Pure Player (only online sales) Multichannel player (online & offline sales) What is your e-commerce activity profile?
  9. 9. Distance Selling Profiles Share of distance selling vs total turnover What % was your e-commerce turnover vs. your total turnover? 41% 53% 24% 66% 58% 60% 55% 59% 47% 6% 47% 42% 40% 45% 2007 2008 2009 2010 2011 2012 2013 E-commerce (distance selling) turnover non-E-commerce turnover
  10. 10. Distance Selling Profiles B2C vs. B2B 50% 44% 62% 57% 47% 56% 76% 6% 13% 6% 2% 44% 43% 32% 43% 51% 44% 24% 2007 2008 2009 2010 2011 2012 2013 Only consumers (B2C & C2C) Only businesses (B2B) Both consumers and business What are your company’s target customers for its e-commerce activities?
  11. 11. 73% 45% 50% 59% 50% 60% 32% 22% 12% 19% 24% 19% 6% 12% 18% 11% 9% 22% 12% 13% 25% 24% 25% 0% 0% 0% 2010 2011 2012 2013 Expected 2014 Belgium Western Europe Europe Worldwide Flanders only Wallonia only Distance Selling Profiles Business geography Where are you selling online?
  12. 12. Distance Selling Profiles Expected growth in e-commerce Do you expect your e-commerce business to grow? 3%3% 3% 3% 9% 15% 5% 3% 2% 22% 25% 22% 24% 34% 16% 9% 63% 60% 73% 67% 64% 84% 91% 2007 2008 2009 2010 2011 2012 2013 No opinion Completely disagree Rather disagree Neutral Rather agree Completely agree
  13. 13. Total E-commerce Turnover Total E-commerce turnover in Belgium What e-commerce turnover do you make in Belgium? 1,52 1,91 2 2012 2013 Expected 2014 Bio € Bio € Record turnover growth of 25,66% in 2013 vs 2012, Expectation for 2014 are above 2 billion €. Bio €>
  14. 14. Opinions of the Belgian distant sellers The internet will maybe become the main ordering method in the next 2 years 5%6% 5% 5% 19% 20% 11% 22% 32% 26% 20% 16% 20% 14% 5% 22% 48% 24% 31% 20% 25% 38% 23% 21% 34% 28% 40% 45% 30% 23% 22% 2007 2008 2009 2010 2011 2012 2013 No opinion Completely disagree Rather disagree Neutral Rather agree Completely agree
  15. 15. Opinions of the Belgian distant sellers The Belgian legislation prevents the growth of my distance selling activities 10% 5% 5% 4% 11% 10% 3% 5% 5% 4% 11% 9% 6% 10% 20% 14% 28% 21% 22% 34% 25% 13% 43% 32% 31% 33%31% 30% 32% 27% 21% 21% 20%25% 20% 25% 11% 11% 5% 4% 2007 2008 2009 2010 2011 2012 2013 No opinion Completely disagree Rather disagree Neutral Rather agree Completely agree
  16. 16. Payment methods Pure players 0% 59% 56% 58% 67% 80% 88% 5% 57% 43% 43% 57% 71% 86% 40% 34% 40% 40% 57% 79% 96% Bank-Branded Pay Buttons American Express PayPal IDEAL Maestro Bancontact/Mister Cash Visa, Master card 2011 2012 2013 The share of each payment method is increasing. Bank branded pay button is not popular anymore for pure players. Which of the following types of payment do you offer?
  17. 17. Payment methods All distance sellers 30% 43% 57% 60% 64% 86% 94% 31% 39% 50% 61% 61% 83% 94% 29% 62% 33% 57% 52% 81% 95% Bank-Branded Pay Buttons IDEAL American Express Maestro PayPal Bancontact/Mister Cash Visa, Master card 2011 2012 2013 Which of the following types of payment do you offer?
  18. 18. Payment methods Average amount per order 6% 5% 2% 8% 4% 11% 6% 3% 6%6% 5% 5% 11% 7% 6% 6% 19% 10% 18% 19% 4% 17% 28% 35% 16% 8% 36% 22% 23% 16% 20% 23% 27% 19% 22% 35% 25% 25% 27% 19% 19% 22% 12% 9% 5% 11% 12% 2007 2008 2009 2010 2011 2012 2013 n.a. < 15€ 15€ - 30€ 31€ - 50€ 51€ - 100€ 101€ - 200€ 201€ - 500€ > 500€ What is the average amount per order?
  19. 19. Payment methods Share of distance selling turnover vs total business turnover 13% 15% 16% 24% 19% 33% 29%3% 5% 9% 7% 11% 7% 2% 5% 6% 6% 16% 19% 5% 12% 13% 5% 9% 5% 2% 17% 11% 22% 35% 20% 11% 15% 17% 18% 22% 13% 14% 4% 9% 20% 13% 14% 11% 13% 20% 13% 16% 21% 6% 18% 2007 2008 2009 2010 2011 2012 2013 I prefer not to answer < 50.000€ 50.000€ - 125.000€ 125.000€ - 500.000€ 500.000€ - 1.000.000€ 1.000.000€ - 5.000.000€ 5.000.000€ - 10.000.000€ 10.000.000€ - 25.000.000€ > 25.000.000€ 6%
  20. 20. Payment methods Number of transactions in relation to orders 22% 10% 23% 30% 19% 22% 6% 3% 7% 6% 17% 6% 6% 10% 5% 5% 2% 6% 5% 5% 5% 17% 11% 3% 14% 8% 11% 6% 6% 16% 25% 9% 8% 13% 11% 18% 44% 50% 39% 43% 32% 33% 64% 2007 2008 2009 2010 2011 2012 2013 I prefer not to answer < 500 500 – 1.000 1.000 – 5.000 5.000 – 10.000 10.000 – 25.000 > 25.000 How many e-orders are placed?
  21. 21. Payment methods Number of transactions in relation to parcels 25% 15% 23% 38% 19% 22% 6% 3% 5% 9% 5% 12% 11% 18% 3% 10% 2% 3% 2% 9% 7% 5% 19% 17% 18%5% 11% 3% 11% 11% 6% 13% 15% 5% 8% 9% 11% 18% 47% 50% 43% 38% 28% 28% 35% 2007 2008 2009 2010 2011 2012 2013 I prefer not to answer < 500 500 – 1.000 1.000 – 5.000 5.000 – 10.000 10.000 – 25.000 > 25.000 How many e-parcels are placed?
  22. 22. Payment methods Online transactions 6% 12% 0% 6% 6% 18% 52% 21% 16% 0% 5% 10% 16% 32% 20% 7% 2% 18% 11% 13% 29% I prefer not to answer < 500 500 – 1.000 1.000 – 5.000 5.000 – 10.000 10.000 – 25.000 > 25.000 in 2011 in 2012 in 2013 52% of online transactions are above 25.000 in 2013 How many online transactions?
  23. 23. 65% 55% 35% 20% 0% 10% 73% 46% 30% 23% 0% 9% 65% 38% 38% 19% 3% 16% 60% 45% 32% 34% 11% 9% 63% 37% 42% 16% 16% 10% 71% 41% 41% 18% 12% 12% Via postal services Courier (e.g. UPS, TNT, DHL, …) Through pick-up points (e.g. Kiala, Mondial Relay, …) Through a private transport service Other None of those 2008 2009 2010 2011 2012 2013 Delivery methods Delivery to the end user 3% Which delivery methods? Pick-up points are gaining more attention in the last two years
  24. 24. Delivery methods Logistics service providers 18% 14% 12% 12% 24% 12% 39% 59% 16% 10% 10% 21% 21% 21% 37% 58% 21% 13% 15% 9% 19% 21% 26% 64% Other Mondial Relay DHL UPS DPD TNT PostPakketService Kiala Bpost 2011 2012 2013 Bpost is still most used logistics carrier Which logistics carriers did you work with?
  25. 25. Delivery methods Time slot delivery 6% 12% 22% 60% 0% 16% 21% 63% 2% 13% 17% 75% Via locker network Via Pick-up points Via Delivery at Home No Time slot delivery 2011 2012 2013 Do you use Time Slot delivery? Which do you offer? The locker network is coming up next to Pick-up points.
  26. 26. 12% 6% 13% 13% 6% 44% 6% none needed > 10 working days 5 working days maximum 3 working days maximum 2 working days maximum The day after the order Same day delivery 2013 Delivery methods Fastest delivery timeWhat is your shortest offered delivery timing? Half of the delivery times happen on either the same day, or the day after the order has been placed.
  27. 27. 17% 33% 50% 2013 This year Later Never Delivery methods Track & Trace Service 62% 38% 2013 Yes No Offer Track & Trace service Introduce Track and Trace service
  28. 28. Delivery methods Free Delivery Policy for Physical Products 84% 16% 2013 Yes No Offer a free delivery service 100% 2013 This year next year Later or never Introduce free delivery service
  29. 29. Delivery methods Free Return Policy for Physical Products 62% 38% 2013 Yes No Offer free return policy 40% 20% 40% 2013 This year Later Never Introduce a free return policy
  30. 30. 38% 23% 31% 8% 2013 This year next year Later Never E-Customer Service Chatbox service 19% 81% 2013 Yes No Offer a chatbox service Introduce chatbox service
  31. 31. 10% 60% 30% 2013 This year next year Later Never E-Customer Service Free Helpline 38% 62% 2013 Yes No Offer a free helpline Introduce free helpline
  32. 32. Communication mix All distance sellers 18% 28% 35% 12% 18% 12% 18% 24% 6% 12% 18% 18% 6% 6% 24% 12% 12% 18% 24% 12% 18% 18% 29% 12% 12% 12% 29% 17% 12% 28% 35% 29% 53% 59% 18% 5% 35% 41% 41% 24% 47% 6% 29% 29% 6% 6% 6% 11% Direct mail (via post) Direct mail (via e-mail) Internet banners Search engine optimization (SEO) Search engine advertisement (SEA) Radio TV Affiliate Marketing Price comparison sites Other (e.g. offline advertising) Not applicable Not very important Not important Neutral Important Very important
  33. 33. Communication mix Social Media All distance sellers 12% 35% 24% 12% 18% 6% 18% 12% 18% 18% 6% 29% 29% 29% 34% 35% 23% 18% 12% Facebook Twitter Pinterest Other Not applicable Not very important Not important Neutral Important Very important The importance of social media keeps growing with Facebook being the most important channel 5%
  34. 34. 6% 6% 6% 8% 9% 12% 12% 12% 14% 15% 16% 17% 17% 19% 20% 23% 24% 30% 35% 5% 5% 6% 6% 21% 21% 13% 13% 21% 21% 16% 21% 19% 26% 21% 32% 26% 36% 37% DIY Foods & Drinks Books, E-books & magazines Telecom TV's Games Financial services Tickets: Health & beauty Garden utilities Office supplies DVD's/ Bluray's Tourism including airline… Software Kitchen appliances Toys Multimedia & hardware Home décor Clothing & accessories 2012 2013 Top products 2013 Which of the products/services below did your webshop(s) sell? The top 5 products: 1: Clothing & accessories 2: Home décor 3: Multimedia & hardware 4: Toys 5: Kitchen appliances
  35. 35. 18% 27% 37% 0% 9% 9% 36% 18% 27% 9% 0% 9% 48% 28% 10% 5% 8% 3% No plans to start with mobile selling > 1 year < 1 year < 9 months < 6 months < 3 months 2011 2012 2013 Mobile commerce 2013 15% 42% 55% 85% 58% 45% 2011 2012 2013 Yes No Engaged in Mobile Commerce? When are you planning to start with mobile selling? 2013 is the breaking moment: 55% of webshops are engaged with mobile commerce. This is almost 4 times more than in 2011.
  36. 36. Mobile commerce Reasons not to start with m-commerce 9% 0% 18% 0% 73% 0% 9% 9% 18% 45% 13% 3% 25% 13% 55% Other Too expensive Too early No particular reason Other priorities 2011 2012 2013 Non-m-commerce users mainly still have other priorities Why didn't you start yet with m-commerce?
  37. 37. Mobile commerce Mobile application vs. mobile website 29% 86% 38% 88% 50% 100% Mobile application Mobile website 2011 2012 2013 Do you have mobile application(s) and / or a mobile website? Every webshop engaged with mobile commerce owns at least a mobile website. In addition half of them own a mobile application.
  38. 38. 33% 60% 66% 0% 38% 75% 0% 50% 100% Windows Android iOS (Apple) 2011 2012 2013 Mobile commerce Supported Operating Systems for mobile applications Android and Windows are seriously challenging iOS for the first time. Which Operating Systems does your mobile commerce applications support?
  39. 39. Mobile commerce Reason to start with mobile commerce 33% 66% 50% 66% 0% 25% 50% 75% 14% 43% 71% 43% We wanted to be the first on the market (innovation) We wanted to prove real added value to our customers To generate additional e-business To provide an additional service to our customers 2011 2012 2013 Which is the most important reason to start with mobile? Additional service and real added value to customers are the main reasons to enter mobile commerce.
  40. 40. Mobile commerce IT development & Results 43% 75% 16% 57% 25% 84% 2011 2012 2013 Internal IT development External IT development 57% 75% 75% 43% 25% 25% 2011 2012 2013 Yes No Mobile commerce maintains 75% satisfaction among the webshops. Internal vs. external IT development Are the results of your M-commerce satisfying?
  41. 41. Mobile commerce Top products 2013 Books, E-books & magazines Garden utilities Kitchen appliances Tickets Financial services Multimedia en hardware Health & beauty Toys Tourism including airline tickets Home décor Clothing & accessories 2013 Which of the products/services below do you sell on mobile? The top 5 products: 1: Clothing & accessories 2: Home décor 3: Tourism including airline tickets 4: Toys 5: Health & beauty
  42. 42. Mobile commerce Smartphone mobile payments 2013 17% 33% 67% 67% 83% Diners Paypal American Express Mastercard Visa 2013 Which types of mobile payments do you offer on smartphone?
  43. 43. Mobile commerce Mobile Advertsing 3% 8% 11% 12% 17% 24% 28% 36% 50% 52% 62% Other Offline TV Offline In store advertising Brand Bannering Offline Radio E-mail campaign Public Relations SEO Offline Print SEA Social Media 2013 For the launch of your mobile commerce activity, which advertising did you use? Top 3 advertising methods for launching mobile commerce: 1: Social Media 2: SEA 3: Offline Print
  44. 44. Mobile commerce Mobile turnover vs e-commerce turnover 49% 50% 17% 17% 17% 33% 2012 2013 0-4% 5-10% >10% No turnover 17% What % of your total e-commerce distance selling turnover is your Mobile turnover? Mobile commerce turnover above 10% is 2 times higher than in 2012.
  45. 45. Mobile commerce Share of tablet turnover vs smartphone turnover 28% 35% 72% 65% 2012 2013 Smartphone Tablet What % of your total mobile turnover is your tablet turnover? The smartphone’s share increases by 7%.
  46. 46. 13% 27% 11% 22% 9% 4% 7% 2% 4% 0% 43% 11% 5% 16% 3% 14% 3% 5% 12% 37% 7% 21% 7% 9% 5% 2% 0% 11% 21% 26% 21% 11% 0% 5% 0% 5% 0% 27% 20% 33% 7% 13% 0% 0% 0% 1 2 TO 5 6 TO 10 11 TO 20 21 TO 50 51 TO 100 101 TO 250 251 TO 500 > 500 2009 2010 2011 2012 2013 Employment Number of people per company active in e-commerce How many people in your company are working for your online business? Top employment categories: 1:11 to 20 people engaged in e-commerce 2: 2 to 5 people 3: 6 to 10 people
  47. 47. Employment Needed profiles 49% 32% 19% 5% 27% 70% 41% 26% 4% 19% 60% 32% 11% 0% 11% 73% 47% 46% 20% Online marketers IT specialists Customer service Logistics operators Photographers Others 2010 2011 2012 2013 87% of the distance sellers has plans to hire new employees this year. Top 3 categories: 1: Online marketers 2: IT specialists 3: Customer service In which department are you planning to hire people this year to boost your e-commerce activity?
  48. 48. 5% 5% 8% 13% 19% 51% Germany France Wallonia only The Netherlands Flanders only Belgium 2013 Employment Employment geography Where is your whole e-commerce team located for your Belgian sales? 78% of e-commerce employment is active in Belgium.
  49. 49. 12% 0% 6% 13% 69% Never Later Next year This year We already have a team in Belgium 2013 Employment Employment movement When are you planning to move part of your team to Belgium? Already 69% of the e- commerce players have a team in Belgium and 13% plan to start with a Belgian team this year.

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