Free Report Samples for our publication "Europe Cross-Border B2C E-Commerce 2018". Find the full 2021 report available for purchase at: https://bit.ly/3NF3FQ4

2. 2

3. 3

4. 4
GENERAL METHODOLOGY OF 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
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
reported 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 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.

5. 5
METHODOLOGY OF THE CURRENT REPORT
Report Coverage
 This report covers cross-border B2C E-Commerce in Europe. It includes information about cross-border E-Commerce exports and imports, with a focus on
cross-border imports and cross-border online shopper behavior.
Report Structure
 Information about global developments and trends is presented first. This includes forecasts regarding cross-border B2C E-Commerce sales and their share of
total B2C E-Commerce sales worldwide, cross-border online shopper penetration worldwide, ranking of product categories purchased by cross-border online
shoppers, information about payment and delivery in cross-border E-Commerce.
 The rest of the report is devoted to Europe. Regional information is provided first, including rankings of markets by cross-border online shopper penetration. In
the country chapters, the markets are grouped by advanced and emerging and presented in the descending order of B2C E-Commerce sales.
 Depending on data availability, the following types of market information are included: cross-border online shopper penetration, cross-border B2C E-Commerce
sales (imports and/or exports), countries most purchased from by online shoppers in this market, most purchased product categories, reasons for buying from
out-of-country online sellers and barriers to cross-border E-Commerce. Not all the mentioned types of information are available for each of the countries
covered. For the top advanced and emerging markets, the UK and Russia, also a text chart with a qualitative overview of cross-border B2C E-Commerce is
presented.

6. 6
DEFINITIONS
 CROSS-BORDER B2C E-COMMERCE
the sale of goods (and services) directly to consumers in other countries, with orders made online
through foreign (out-of-country) online shops and delivered from the country where the foreign shop
is based or from a central logistics facility, i.e. across the country’s borders. Both B2C and C2C
transactions might be included in the definition of retail cross-border E-Commerce.
 CROSS-BORDER E-COMMERCE IMPORTS
the value of goods (and services) purchased by consumers residing in the country from online shops
in other countries and shipped to them from these countries.
 CROSS-BORDER E-COMMERCE EXPORTS
the value of goods (and services) purchased by consumers residing in other countries from online
shops in a specific country.
 ONLINE SHOPPERS individuals in a certain country or region who make purchases online via any device.
 CROSS-BORDER ONLINE SHOPPERS
online shoppers who make purchases online from foreign (out-of-country) online shops. Cross-border
online shopper penetration is a share of cross-border online shoppers among all online shoppers in a
country.
 B2C E-COMMERCE
the sale of products (and services) through electronic transactions via the Internet from businesses to
consumers. Both B2C and C2C transactions might be included in the definition of retail E-Commerce.
 C2C E-COMMERCE
the sale of products (and services) through electronic transactions via the Internet from consumers to
consumers.
 M-COMMERCE
M-Commerce, also called “Mobile Commerce”, means the sale of products (and services) through
electronic transactions via mobile devices, such as mobile phones, tablets and smartphones.
 E-COMMERCE MARKETPLACE
platforms where third-party merchants (B2C) or individuals (C2C) can sell their digital or physical
products online whereas the marketplace operator acts as an intermediary. B2B E-Commerce
marketplaces and pure service marketplaces (e.g. accommodation) were covered in this report.
The following expressions and definitions are used in this market report*:
Note: *the definitions used by the original sources might differ from the ones stated on this chart; the exact definition used by each source, where available, is included on the respective
charts

7. 7
TABLE OF CONTENTS (1 OF 5)
1. Management Summary
2. Global Developments
• Cross-Border Retail E-Commerce Sales, in USD billion, 2017e & 2022f
• Cross-Border Share of Retail E-Commerce Sales, in %, 2016 & 2022f
• Cross-Border Online Shopper Penetration, in % of Online Shoppers, 2016 & 2017
• Product Categories Purchased in the Latest Cross-Border Online Purchase, in % Cross-Border Online Shoppers, October 2017
• Top Two Payment Methods Preferred in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers, 2016 & 2017
• Main Concerns Related to Cross-Border E-Commerce, in % of Businesses, 2017e
• Cross-Border Online Shopper Penetration, by Selected Countries and Regions, in % of Online Shoppers, Q3 2017
3. Europe
3.1. Regional
• Cross-Border Online Shopper Penetration in the EU, in % of Online Shoppers, 2012 – 2017
• Cross-Border Online Shopper Penetration in the EU, by Online Shoppers Buying From Other EU Countries and from Non-EU Countries, in % of
Online Shoppers, 2012 - 2017
• Cross-Border Online Shopper Penetration in the EU, in % of Online Shoppers, by Country, 2017
• Cross-Border Online Shopper Penetration in the EU, by Online Shoppers Buying From Other EU Countries and from Non-EU Countries, in % of
Online Shoppers, by Country, 2017
• Cross-Border Online Shopper Penetration in Selected European Countries, in % of Online Shoppers, July 2017
• Cross-Border Online Shopper Penetration in Selected European Countries, in % of Online Shoppers, May 2018
• Share of Cross-Border Online Shoppers in Europe Who Purchased From Websites Outside Europe, in %, 2017, and Top 2 Destinations For
Cross-Border Online Shopping Outside Europe, in % of Cross-Border Online Shoppers in Europe, 2016 & 2017
• Top 5 Countries Purchased from in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in Selected European Countries,
2017e
• Reasons for Shopping Online from a Specific Country, in % of Cross-Border Online Shoppers in Selected European Countries, 2017e
• Top 3 Product Categories Purchased in Cross-Border Online Shopping in Selected European Countries, by Rank, 2017e
• Top 5 Product Categories Purchased in the Last Cross-Border Purchase, in % of Cross-Border Online Shoppers in Europe, July 2017
• Top 5 Reasons for Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in Europe, July 2017
• Top 5 Considerations When Purchasing Cross-Border, in % of Cross-Border Online Shoppers, Q3 2017
• Percentage of Enterprises in the EU with Web Sales to Other EU Countries, by Enterprise Size, by All Enterprises and Enterprises with Web
Sales, by Country, in %, 2017

8. 8
TABLE OF CONTENTS (2 OF 5)
3. Europe (Cont.)
3.1. Regional (Cont.)
• Percentage of Enterprises in the EU with Web Sales to the Rest of the World (Non-EU), by Enterprise Size, by All Enterprises and Enterprises
with Web Sales, by Country, in %, 2017
• Difference Between Cross-Border and Domestic Average Order Value in E-Commerce, in %, by UK Retailers, French Retailers and German
Retailers, Compared to the Global Average, 2017
• Cross-Border B2C E-Commerce Sales in Selected European Countries, in USD billion, Share of Total B2C E-Commerce Sales, in %, and Year-
on-Year Change, in %, 2016 & 2017e
3.2. Advanced Markets
3.2.1. UK
• Cross-Border B2C E-Commerce Overview and Trends, July 2018
• 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
• Top 5 Reasons for Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in UK, July 2017
• Drivers for Making Cross-Border Online Purchases More Often, in % of Cross-Border Online shoppers in the UK, 2017e
• Top Countries for Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in UK, 2017e
• Share of E-Commerce Orders Sent by UK Online Retailers Internationally, in %, July 2016 & July 2017
• Average Order Value at UK Online Retailers, by Destination Type, in GBP, December 2016 & May 2017
3.2.2. Germany
• Cross-Border Online Shopper Penetration, in % of Online Shoppers in Germany, May 2017
• Share of Online Shoppers Buying from Sellers from Other EU Countries and From Non-EU Countries, Compared to Domestic Sellers, by Age
Group and Gender, in %, Q1 2017
• Cross-Border Online Shoppers, in millions and Penetration, in % of Online Shoppers in Germany, 2016 – 2020f
• Top 2 Reasons for Shopping Cross-Border, in % of Cross-Border Online Shoppers in Germany, May 2017
• Countries Purchased From in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in Germany, May 2017
3.2.3. France
• 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

9. 9
TABLE OF CONTENTS (3 OF 5)
3. Europe (Cont.)
3.2. Advanced Markets (Cont.)
3.2.3. France (Cont.)
• Share of Cross-Border Online Shoppers Who Bought From the EU and Non-EU Merchants, in %, 2017
• Top Destinations for Cross-Border Online Shopping Outside the EU, in % of Cross-Border Online Shoppers Who Purchased From Outside the
EU, 2017
• Breakdown of Cross-Border Online Shopping Platforms Used, in % of Cross-Border Online Shoppers Who Purchased Outside the EU, 2017
• Top 5 Reasons for Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in France, 2017
3.2.4. Italy
• 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
• Cross-Border B2C E-Commerce Exports, in EUR billion, 2012 – 2017e
3.2.5. Netherlands
• 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
• Breakdown of Cross-Border Online Spending by Products and Services, in %, 2017
• Year-on-Year Growth in Cross-Border Online Spending, by Selected Categories, in %, 2017
3.2.6. Spain
• 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
3.2.7. Belgium
• 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

10. 10
TABLE OF CONTENTS (4 OF 5)
3. Europe (Cont.)
3.2. Advanced Markets (Cont.)
3.2.7. Belgium (Cont.)
• Top 10 E-Commerce Websites by Total Number of Visits, in millions, incl. Foreign Websites, 2017
3.2.8. Sweden
• 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
• Top 3 Countries in Cross-Border Online Shopping, by Product Category, in % of Cross-Border Online Shoppers in Sweden, Q1 2018
• Ways the Foreign E-Commerce Websites Used for the Latest Cross-Border Purchase Were Found, in % of Cross-Border Online Shoppers in
Sweden, Q2 2016 & Q1 2018
• Top 5 Reasons for Cross-Border Online Shopping, in % of Cross-Border Online Shoppers, Q1 2018
• Breakdown of Top Countries Sold to, in % of E-Commerce Companies in Sweden Selling to Other Countries, 2017
3.2.9. Switzerland
• 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
• Top 10 Online Shops by Revenues, in CHF million, incl. Foreign Shops, 2016 & 2017
3.2.10. Denmark
• 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
• Top Reasons for Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in Denmark, H1 2017
3.2.11. Norway
• Top Product Categories Purchased Cross-Border, in % of Cross-Border Online Shoppers, 2016 & 2017
• Top 5 Countries in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in Norway, 2016 & 2017

11. 11
TABLE OF CONTENTS (4 OF 5)
3. Europe (Cont.)
3.2. Advanced Markets (Cont.)
3.2.12. Finland
• 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
3.2.13. Austria
• 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
3.3. Emerging Markets
3.3.1. Russia
• B2C E-Commerce Market Overview and International Comparisons, July 2018
• B2C E-Commerce Sales, in RUB billion, and Breakdown by Domestic Sales and Cross-Border Imports, in %, 2011 – 2017
• Cross-Border B2C E-Commerce Imports, in RUB billion, 2013 – 2018f
• Number of Shipments of Goods from Foreign Online Stores, in millions, 2013 – 2017
• Breakdown of Cross-Border Online Spending and Number of Shipments by Country, in %, 2017
• Share of Online Shoppers in Russia Who Purchased from Russian Online Stores from Own City and Another City, from Chinese Online Stores
and from English Language Online Stores, in %, 2013 - 2017
• Product Categories Purchased Online, by Purchased from Russian, Chinese and International Online Stores, in % of Online Shoppers, 2016 &
2017
• Breakdown of Cross-Border E-Commerce Imports by Product Categories, in %, 2017
• Breakdown of Cross-Border Online Purchases by Value in EUR, in %, 2016 & 2017
• Top Reasons for Cross-Border Online Shopping, in % of Cross-Border Online Shoppers, H1 2017
• Main Barriers to Cross-Border Online Shopping, in % of Online Shoppers Who Did Not Shop Cross-Border, 2016 & 2017
• E-Commerce Exports, in USD million, 2016 & 2017e
• Breakdown of Cross-Border E-Commerce Exports by Product Category, in %, 2017e
• Breakdown of E-Commerce Exports by Country, by CIS and Other Countries, in % of Cross-Border Shipments, 2017e

12. 12
TABLE OF CONTENTS (5 OF 5)
3. Europe (Cont.)
3.3. Emerging Markets (Cont.)
3.3.2. Poland
• Cross-Border Online Shopper Penetration, in % of Online Shoppers, 2012 - 2017
• Cross-Border Online Shopper Penetration, by Online Shoppers Buying From Other EU Countries and From Non-EU Countries, in % of Online
Shoppers, 2012 – 2017
• Cross-Border Online Shopper Penetration, by Age Group, in % of Online Shoppers in Poland, April 2016, 2017 and 2018
• Product Categories Purchased from Foreign Online Merchants, in % of Cross-Border Online Shoppers in Poland, April 2018
• Top 5 Foreign Online Merchants Purchased From, in % of Cross-Border Online Shoppers in Poland, April 2017 & April 2018
3.3.3. Turkey
• Cross-Border Online Shopper Penetration, in % of Online Shoppers, by Purchased from Any Foreign Country, From EU Countries and From
Non-EU Countries, 2012 - 2017
• Breakdown of Online Shopping Preference, by Domestic and Foreign Online Stores, in % of Online Shoppers, 2017e
• Number of Cross-Border E-Commerce Transactions with Domestic Bank Cards, in millions, and Value, in TRY million, Q1 2015 – Q1 2018
3.3.4. Czech Republic
• Cross-Border Online Shopper Penetration, by Age Group and Gender, in % of Online Shoppers in the Czech Republic, by Purchasing from
Other EU Countries and Non-EU Countries, Compared to Domestic Online Shoppers, 2016 & 2017
3.3.5. Portugal
• Cross-Border Online Shopper Penetration, in % of Online Shoppers, 2017
• Top Countries in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in Portugal, 2016
• Top 3 Websites in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in Portugal, 2016
3.3.6. Hungary
• Number of Cross-Border Online Shoppers, in millions, 2015 – 2017
• Breakdown of Online Spending by Domestic and Cross-Border Imports, in %, 2017

13. 13
1. Management Summary 13 – 17
2. Global Developments 18 – 25
3.
3.1.
3.2.
3.2.1.
3.2.2.
3.2.3.
3.2.4.
3.2.5.
3.2.6.
3.2.7.
3.2.8.
3.2.9.
3.2.10.
3.2.11.
3.2.12.
3.2.13.
3.3.
3.3.1.
3.3.2.
3.3.3.
3.3.4.
3.3.5.
3.3.6.
Europe
Regional
Advanced Markets
UK
Germany
France
Italy
Netherlands
Spain
Belgium
Sweden
Switzerland
Denmark
Norway
Finland
Austria
Emerging Markets
Russia
Poland
Turkey
Czech Republic
Portugal
Hungary
26 – 131
26 – 47
48 – 102
49 – 55
56 – 60
61 – 66
67 – 68
69 – 73
74 – 77
78 – 80
81 – 88
89 – 91
92 – 95
96 – 97
98 – 100
101 – 102
103 – 131
104 – 117
118 – 122
123 – 125
126
127 – 129
130 – 131

14. 14
in%ofOnlineShoppers
30% 32%
36% 37%
40%
42%
0%
20%
40%
60%
80%
100%
2012 2013 2014 2015 2016 2017
Cross-border online shopper penetration in the EU increased from
30% of online shoppers in 2012 to 42% in 2017.
Europe: Cross-Border Online Shopper Penetration in the EU, in % of Online Shoppers, 2012 - 2017
Definition: individuals who ordered goods and services over the internet from sellers from other countries (EU or non-EU)
Source: Eurostat, March 2018

15. 15
China
91%
EU
3%
USA
2%
Others
4%
ShipmentsSpending
China
53%
EU
22%
USA
12%
Others
13%
China accounted for 53% of cross-border spending of online shoppers
in Russia in 2017, and for 91% of shipments.
Russia: Breakdown of Cross-Border Online Spending and Number of Shipments by Country, in %, 2017
Definition: spending in foreign online stores on purchases of goods such as electronics, appliances, clothing and shoes, car parts, cosmetics and perfumes, goods for home, sports
goods and others
Source: AKIT, Russian Post, GfK, Admitad, J’son & Partners, SimilarWeb, April 2018

16. 16