Abstract
1. B2C E-Commerce continues its upward trend in Europe
The latest " Europe B2C E-Commerce Report 2011" presented by Hamburg-based
market research firm yStats.com provides a detailed overview of B2C E-Commerce
in Europe. The analysis features 35 countries from Central, Western and
Eastern Europe and Scandinavia. It includes trends and revenue figures, along
with product categories and competitors in European B2C E-Commerce.
The highest overall B2C E-Commerce revenue in 2010 was reported in the UK,
followed by Germany, France, Spain and Italy. Furthermore, the number of
online shoppers in Europe is predicted to surpass 200 million by 2015. In
terms of the share of internet users on the total population, Norway came in
first, followed by the Netherlands, Denmark and Finland.
Germany has the highest number of internet users in Central Europe By the end
of 2010, Germany's online population was the largest in the entire EU counting
more than 50 million internet users. " Fashion and sporting goods" was the
most popular B2C E-Commerce category, followed by the categories " Books,
magazines and e-learning material" and " Film and music" . According to the "
Europe B2C E-Commerce Report 2011" by yStats.com in 2011, almost three
quarters of the population in Austria used the internet at home. Furthermore,
differences regarding internet access between rural and urban areas are
diminishing. In the category group shopping in Austria, Groupon.at and
DailyDeal.at were leading in June 2011. In Switzerland, Amazon - followed by
La Redoute and Weltbild - was the leading competitor in B2C E-Commerce in
terms of unique visitor figures.
Fashion and travel arrangements - most popular categories in Western Europe
Online revenue for fashion items continues to increase in the UK, also due to
the growing importance of social media. In 2010, almost half of all
individuals aged 25-34 purchased products online in the category " clothes and
sports goods" . The " Europe B2C E-Commerce Report 2011" by yStats.com shows
that in France in the first quarter of 2011 eBay, Amazon, Cdiscount and
PriceMinister were the leading competitors in B2C E-Commerce measured by
internet traffic. In Belgium in May 2011, French retailer La Redoute ranked
first measured by monthly unique visitor numbers, followed by 3 Suisses.
Internet penetration is still relatively low in Spain and broadband access is
less available than in most other Western European countries.
B2C E-Commerce still faces barriers in Eastern Europe In Poland, the most
popular product categories are " Clothes and sporting goods" and " Household
goods" . When it comes to online revenue, Allegro.pl, Neo24.pl and Electro.pl
top the ranking. In Russia, online food retailer Utkonos.ru generated the
highest online revenue in 2010, followed by generalist Ozon.ru, which has
built up its own delivery network. In the Czech Republic, almost two thirds of
all online shoppers believe that shopping goods online is cheaper than at
traditional outlets. Furthermore, the number of online shoppers and total
spending continue to increase. The biggest hurdle in Czech E-Commerce is long
delivery times. As shown in the yStats.com " Europe B2C E-Commerce Report
2011" the low internet penetration rate and limited online payment options
curb growth in Hungary. There, the leading competitor in terms of unique
visitor numbers is Bookline.hu, followed by Edigital.hu and Libri.hu. In
Slovakia, in 2010 " Fashion and sporting goods" and " Household goods" were
the most popular B2C E-Commerce categories.
Event tickets - popular category in Scandinavia In Sweden, approximately 40 %
of all individuals aged 25 to 34 purchased books and magazines online. As a
result, online book retailer Adlibris was one of the most popular B2C
E-Commerce competitors in 2010, followed by Cdon, Ellos and H & M. In Denmark,
event tickets, accommodation and other travel arrangements rank among the
leading product categories. Group shopping is another important trend -
Groupon planned to launch a Danish site in September 2011. In Finland, goods
accounted for less than half of all B2C E-Commerce revenue in 2010. In 2011,
in Norway, more than 90 % of all households had access to the internet and
frequency of mobile internet use continues to grow. In line with this trend,
online shopping is gaining in popularity.
2. About our Reports
- Market reports by yStats.com inform top managers about recent market
trends and assist with strategic company decisions
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of information we ensure maximum objectivity for all obtained data. As a
result companies get a precise and unbiased impression of the market situation.
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3. About yStats.com
Founded in 2005, yStats.com is committed to the research of objective,
demand-based and up-to-date data on markets and competitors for top managers
from various industries including retail, home shopping, E-Commerce,
telecommunication, logistics and energy. The Hamburg-based company is a
specialist for secondary research with a clear international focus.
Table of Contents
1. Management Summary
2. EUROPE: REGIONAL
- Western Europe: B2C E-Commerce Sales, by Country, in USD billion,
2010-2015f
- Western Europe: B2C E-Commerce Sales, in EUR billion, 2009-2011f
- Western Europe: Number of Online Shoppers, in millions, 2010 & 2015f
- Western Europe: Online Shopper Penetration by Country, in % of Population,
2010
- Western Europe: Average Online Expenditure per Online Shopper, in EUR, 2010
- Europe: Individuals using the Internet, by Country, in %, 2008-2010
- Europe: Internet and Broadband Household Penetration by Country, in %,
2008-2010
- Europe: Online Shopper Penetration by Country, in % of Population, 2010
- Europe: Internet Usage by Country, ranked by total Unique Visitors, May
2011
- Europe: Mobile Internet Access Penetration, by Country, in %, 2010
3. CENTRAL EUROPE
- 3.1. Germany (Top Country)
- Internet Usage Trends, 2010/2011
- M-Commerce Sales Outlook, in EUR billion, 2014f
- B2C E-Commerce Sales of Goods, in EUR billion, 2006-2011f
- Types of Goods and Services bought online, in %, 2010
- Most popular Online Shopping Websites, by Number of Online Shoppers, 2010
- 3.2. Austria
- Internet Usage Trends, 2011; incl. Usage at Home, in %, 2001, 2006 & 2011
- B2C E-Commerce Sales (estimated), in EUR billion, 2011
- Types of Goods and Services bought online, in % of Internet Users, 2010
- News about Group Shopping Sites Groupon and DailyDeal, 2011; incl.
Unique Visitors, June 2011
- 3.3. Switzerland
- B2C E-Commerce Trends, 2010; incl. Growth of Sales by Category, in %,
2010
- B2C E-Commerce, Distance and Retail (2006-2010) Sales, in CHF billion,
2009-2010
- Types of Goods and Services Consumers planned to buy online, in %,
April-September 2010
- Leading B2C E-Commerce Players; by Unique Visitors (Users) and Audience
Reach, June 2011
4. WESTERN EUROPE
- 4.1. UK (Top Country)
- Multichannel and B2C E-Commerce Trends, 2010
- Online Fashion Sales Trends, 2011
- B2C E-Commerce Sales, in GBP billion, 2002-2010 & 2014f
- Types of Goods and Services bought online, by Age Groups, in % of
Individuals, 2010
- Top 5 E-Commerce Websites, ranked by Unique Visitors, January 2011
- 4.2. France (Top Country)
- B2C E-Commerce Trends, 2010
- B2C E-Commerce Sales, in EUR billion, 2006-2012f
- Types of Goods and Services bought online, in % of Internet Users, 2010
- Top 15 E-Commerce Websites, ranked by Unique Visitors, 1st Quarter 2011
- 4.3. Belgium
- B2C E-Commerce Trends, 2010
- B2C E-Commerce Sales, in EUR billion, 2006-2010f
- Types of Goods and Services bought online, by Age Groups, in %, 2010
- Leading B2C E-Commerce Players; by Unique Visitors and Audience Reach,
May 2011
- 4.4. Iceland
- Internet Users, in thousands and in % of the Population, 2005, 2006 &
2010
- Goods and Services purchased over the Internet, in %, 2011
- 4.5. Ireland
- B2C E-Commerce Sales, in EUR billion, 2009-2010
- Share of Product Categories offered by B2C E-Commerce Companies, in %,
March 2011
- 4.6. Italy
- B2C E-Commerce Trends, 2010/2011
- B2C E-Commerce Sales, in EUR billion, 2006-2010
- Leading B2C E-Commerce Product Categories, in % of Online Shoppers, 2010
- Leading B2C E-Commerce Players, ranked by estimated Online Sales, in EUR
million, 2010
- 4.7. Luxembourg
- Internet Users, in thousands and in % of the Population, 2006-2010
- 4.8. Netherlands
- B2C E-Commerce Shopper Trends, 2010
- B2C E-Commerce Sales, in EUR billion, 2006-2010
- Types of Goods and Services bought online, by Age Groups, in %, 2010
- Leading B2C E-Commerce Players; by Unique Visitors and Audience Reach,
May 2011
- 4.9. Portugal
- Online Shoppers, in % of the Population, 2002-2011
- Online Shoppers by Gender and Age, in % of the Population, 2011
- Types of Goods and Services bought online, in %, 2010
- 4.10. Spain
- Internet Usage Trends, 2010
- B2C E-Commerce Sales, in EUR billion, 2007-2010
- Goods and Services purchased on the Internet, in % of Internet Shoppers,
2010
- Leading B2C E-Commerce Players; by Unique Visitors (Users) and Audience
Reach, May 2011
5. EASTERN EUROPE
- 5.1. Albania
- Internet Users, in millions and in % of the Population, 2007, 2009 & 2010
- 5.2. Bosnia-Herzegovina
- Development of Internet Users (millions) and its Percentage of Country
Population 2006, 2007 & 2010
- 5.3. Bulgaria
- Development of Internet Users (millions) and its Percentage of Country
Population 2006 & 2010
- Online Activities of Internet Users, in % of Individuals, 2010
- Online Shoppers by Age Groups, in %, 2010
- 5.4. Croatia
- Online Activities of Internet Users, in % of Individuals, 2010
- Major Product Categories in B2C E-Commerce, in % of Individuals, 2010
- Online Shoppers by Age Groups, in %, 2010
- 5.5. Czech Republic
- B2C E-Commerce Trends, 2010
- B2C E-Commerce Sales, in CZK billion, 2006-2010
- Types of Goods ordered online, in % of Online Shoppers Age 16+, 12
Months to Q2 2010
- Top E-Commerce Sites (incl. Auctions & Market Places), by monthly
Visitors, August 2010
- 5.6. Estonia
- Online Activities of Internet Users, in % of Individuals, 2010
- Major Product Categories in B2C E-Commerce, in % of Individuals, 2010
- Top 3 Online Shops, by Percentage of Shoppers that use the Shop most
often, in %, 2009
- 5.7. Greece
- Online Activities of Internet Users, in % of Individuals, 2010
- B2C E-Commerce Sales, in EUR billion, 2009 & 2010
- B2C E-Commerce Product Categories, in % of Online Shoppers, 2010
- 5.8. Hungary
- B2C E-Commerce Trends, 2010
- B2C E-Commerce Sales, in HUF billion, 2005-2011f
- Most popular Product Categories in B2C E-Commerce, in %, 2010
- Leading B2C E-Commerce Players; by Unique Visitors and Audience Reach,
July 2011
- Monthly Turnover of leading Group Shopping Sites, in HUF million, May
2011
- 5.9. Latvia
- Online Activities of Internet Users, in % of Individuals, 2010
- Major Product Categories in B2C E-Commerce, in % of Individuals, 2010
- 5.4. Croatia
- Online Activities of Internet Users, in % of Individuals, 2010
- Major Product Categories in B2C E-Commerce, in % of Individuals, 2010
- Online Shoppers by Age Groups, in %, 2010
- 5.5. Czech Republic
- B2C E-Commerce Trends, 2010
- B2C E-Commerce Sales, in CZK billion, 2006-2010
- Types of Goods ordered online, in % of Online Shoppers Age 16+, 12
Months to Q2 2010
- Top E-Commerce Sites (incl. Auctions & Market Places), by monthly
Visitors, August 2010
- 5.6. Estonia
- Online Activities of Internet Users, in % of Individuals, 2010
- Major Product Categories in B2C E-Commerce, in % of Individuals, 2010
- Top 3 Online Shops, by Percentage of Shoppers that use the Shop most
often, in %, 2009
- 5.7. Greece
- Online Activities of Internet Users, in % of Individuals, 2010
- B2C E-Commerce Sales, in EUR billion, 2009 & 2010
- B2C E-Commerce Product Categories, in % of Online Shoppers, 2010
- 5.8. Hungary
- B2C E-Commerce Trends, 2010
- B2C E-Commerce Sales, in HUF billion, 2005-2011f
- Most popular Product Categories in B2C E-Commerce, in %, 2010
- Leading B2C E-Commerce Players; by Unique Visitors and Audience Reach,
July 2011
- Monthly Turnover of leading Group Shopping Sites, in HUF million, May
2011
- 5.9. Latvia
- Online Activities of Internet Users, in % of Individuals, 2010
- Major Product Categories in B2C E-Commerce, in % of Individuals, 2010
- 5.10. Lithuania
- Online Activities of Internet Users, in % of Individuals, 2010
- Major Product Categories in B2C E-Commerce, in % of Individuals, 2010
- 5.11. Macedonia
- Online Activities of Internet Users, in % of Individuals, 2010
- Share of Online Shoppers on the total Population, in %, 2008-2010
- 5.12. Poland
- B2C E-Commerce Sales Trends
- B2C E-Commerce Sales, in PLN billion, 2001-2010
- Most popular Product Categories in B2C E-Commerce, in %, 2010
- Leading B2C E-Commerce Sites, ranked by B2C E-Commerce Sales, in PLN
million, 2010
- 5.13. Romania
- Online Activities of Internet Users, in % of Individuals, 2010
- Major Product Categories in B2C E-Commerce, in % of Individuals, 2010
- Online Shoppers by Age Groups, in %, 2010
- 5.14. Russia
- B2C E-Commerce Trends, 2011
- B2C E-Commerce Sales and Mail-Order Sales, in EUR billion, 2006-2010
- Products purchased online, in % of Online Shoppers, 2010
- Top 30 Online-Shops, ranked by B2C E-Commerce Sales, in RUB billion, 2010
- 5.15. Slovakia
- B2C E-Commerce Trends, 2010
- B2C E-Commerce Sales, in EUR million, 2009 & 2010
- Products purchased Online, in %, Q1 2010
- Leading B2C E-Commerce Players; by Unique Visitors and Audience Reach,
July 2011
- 5.16. Slovenia
- Online Activities of Internet Users, in % of Individuals, 2010
- Major Product Categories in B2C E-Commerce, in % of Individuals, 2010
- Online Shoppers by Age Groups, in %, 2010
- 5.17. Turkey
- Internet and B2C E-Commerce Trends, 2011
- E-Commerce Sales, in TRY billion, 2006-2010
- B2C E-Commerce Product Categories, by Purchases of Online Shoppers, in
%, April 2010-March 2011
- Leading B2C E-Commerce Players; by Unique Visitors and Audience Reach,
September 2011
- 5.18. Ukraine
- B2C E-Commerce Trends, 2011
- B2C E-Commerce Sales of Goods, in UAH million, 2008-2010
- 10 most important Product Categories in B2C E-Commerce, in %, September
2010 & April 2011
- Most popular Online Shops, in % of Internet Users, April 2011
6. SCANDINAVIA
- 6.1. Denmark
- B2C E-Commerce Trends, 2011
- B2C E-Commerce Sales, in DKK billion, 2010 & 2011f
- B2C E-Commerce by Product and Region, in % of Internet Shoppers,12
Months to September 2011
- Leading B2C E-Commerce Players; by Unique Visitors and Audience Reach,
September 2011
- 6.2. Finland
- Clothing B2C E-Commerce Trends, 2010 & 2016f
- Breakdown of B2C E-Commerce Sales, into Goods, Services and digital
Content, in %, 2010
- Types of Goods and Services bought online, in %, 2010
- Leading B2C E-Commerce Players; by Unique Visitors and Audience Reach,
September 2011
- 6.3. Norway
- ICT Usage Trends in Households, Q2 2011
- B2C E-Commerce Sales, in GBP billion, 2009-2010
- Types of Goods / Services bought over the Internet, in %, 12 Months to
Q2 2011
- Leading B2C E-Commerce Players; by Unique Visitors and Audience Reach,
September 2011
- 6.4. Sweden
- Internet and B2C E-Commerce Trends
- B2C E-Commerce Sales, in SEK billion, 2003-2011f
- Types of Goods and Services bought Online, by Age Groups, in %, 2010
- Top 10 most recently used Online Shops, in %, October 2010
- Leading B2C E-Commerce Players; by Unique Visitors and Audience Reach,
September 2011
歐洲的B2C電子商務有上升傾向，家庭及行動網路連接擴大
2011年12月28日
Global Information, Inc.已開始銷售yStats.com GmbH & Co. KG所發行的報告書「Europe B2C E-Commerce Report 2011 (歐洲的B2C E商務市場：2011年)」
2010年，歐洲B2C電子商務銷售額最大的是英國，其次為德國、法國、西班牙、義大利。
而且，歐洲線上購買者人數，預估2015年時將超過2億人。有關網路用戶的比例，挪威居首位，接著依序是荷蘭、丹麥和芬蘭。
在挪威有超過90％的家庭可以連接網路，行動網的利用亦持續擴大。
隨著網路連接變得容易，線上購買越發受到歡迎。
2010年年底，在超過5,000萬人的整個歐洲之網路用戶中，德國的線上人口變成最大。
最受歡迎的B2C E-貿易部門是時裝及體育用品部門，接著是書籍部門、雜誌和E學習部門，以及電影和音樂部門。
依據報告書，奧地利人口的約4分之3，2011年在家庭使用網路，而且地方和都市間的網路連接逐漸無差距。
2011年6月，Groupon.at 和DailyDeal.at在奧地利成為線上購買部門的首位。
另一方面，瑞士的B2C電子商務，以Amazon的通信量數最大，接著是La Redoute和Weltbild。
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