UKTI BE eCommerce webinar series 1 of 4 by Pieter Van Bastelaere from COMEOS
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E-Commerce in Belgium
Pieter Van Bastelaere
Head of e-commerce at Comeos in Belgium
Webinar March 25, 2014
18.03.14 - 2
Agenda
About Comeos
Pieter at a glance
E-commerce in Belgium report
Other reliable sources
Press releases Comeos
Written questions from the audience
Upcoming events Comeos
Webinar March 25, 2014
18.03.14 - 3
Agenda
About Comeos
Pieter at a glance
E-commerce in Belgium report
Other reliable sources
Press releases Comeos
Written questions from the audience
Upcoming events Comeos
About Comeos. In general.
18.03.14 - 4
Comeos is the voice of structured commerce and services
Large retail trade association • Over 600 members spread over 18 sectors • From Food over DIY to Fashion, both offline and online • Unite (industry specific) – represent (lobby) – enforce (information and advice)
Importance of commerce to Belgium • 90.000 shops • 2 million customers on a daily basis • 40 % of household budget goes to commerce
Largest private employer in private sector in Belgium • All kinds of stores, merchants, wholesalers, retailers… representing 17 per cent
of total employment rate • Hotels and chain restaurants represent 5 per cent of total employment rate • 11.000 jobs created in 2008 – 2011 (during the crisis!)
About Comeos. E-commerce specific.
18.03.14 - 6
Something for everyone – take your pick.
For our members
• E-commerce industry meetings (legislation, trust initiatives, FPS…)
• E-commerce workshops (online marketing, BO & FO integration,…)
• To defend the intrests of the industry (parcel delivery, payment systems…)
About Comeos. E-commerce specific.
18.03.14 - 7
Something for everyone – take your pick. For our members and externals
• E-commerce seminars (m-commerce, social media, e-logistics,…)
• Highest number of attendees in Belgium at the presentation of our yearly e-commerce report @ Comeos Summer Happening
• Webshop Awards Belgium
• E-commerce trainings (legal, social, strategy, SEO…)
• President at e-shop expo, support Day of the Webshop, Monitoring Commission FIL…
Who am I? Pieter Van Bastelaere
18.03.14 - 8
Head of e-commerce at Comeos in Belgium Career
• KPMG
• Accenture
Profile
• Master Business Science
• Master Business Didactics
Family
• Married
• 2,5 children
Webinar March 25, 2014
18.03.14 - 9
Agenda
About Comeos
Pieter at a glance
E-commerce in Belgium report
Other reliable sources
Press releases Comeos
Written questions from the audience
Upcoming events Comeos
Of the Belgian population has ever
made an online purchase
52% 52%
2011 2012
59%
2013
60% 62%
56% 55%
18-27
28-43
44-59
60+
2013
17% 16%
2011 2012
24%
2013
29% 29%
2011 2012
36%
2013
4%
32%
45%
11%
3%
5%
A lot more
More
Equally much
Less
A lot less
No idea
14%
36%
17 Online purchases Current purchase new products
Sign. difference (95%)
N = 1062 / F = None
Q: Which new products or services did you buy via the Internet (for personal purposes) in the past 12
months?
Fashion
Books
Electronic appliances
Entertainment
Telecom
Health & Beauty
Interior
Nutrition
Sports
DIY
Other
Toys
18 Online purchases Current purchase new products
Sign. difference (95%)
N = 1062 / F = None
Q: Which new products or services did you buy via the Internet (for personal purposes) in the past 12
months?
Fashion
Books
Electronic appliances
Entertainment
Telecom
Health & Beauty
Interior
Nutrition
Sports
DIY
Other
Toys
89% 38%
51%
9%
2%
0%
89% 38%
51%
9%
2%
0%
21 E-commerce experience Barriers
Q: What are the 3 main reasons why you did not purchase products or services online?
Sign. difference (95%)
2013 2012
41%
30%
29%
32%
23%
15%
16%
23%
11%
9%
7%
9%
3%
0%
3%
37%
36%
27%
31%
22%
15%
16%
23%
8%
7%
7%
7%
5%
2%
4%
2011
N = 456 / F = Only if never purchased online before
22 Sector Focus Payment method - Evolutions
Q: How did you pay for it?
TRANSACTION PAYMENT METHOD
40%
22%
14%
9%
3%
2%
2%
1%
0%
0%
3%
1%
Online – Credit card (Visa, MasterCard, American Express...)
Online – Bank card (Bancontact/Mister Cash)
Offline – Bank transfer
Online – PayPal
Offline – By card (credit card, bank card, Proton) at the point of sale
Offline – Cash at the door
Offline – Cash at the point of sale
Offline – By card (credit card, bank card, Proton) at the door
Offline – Cheque
Offline – SMS payment
Online – Other, i.e.:
Offline – Other, i.e.:
0% 10% 20% 30% 40% 50%
Online –Credit …
Online –Bank card …
Offline –Bank …
Online –PayPal
Offline – By card …
Offline –Cash at …
Offline –Cash at …
Offline – By card …
Offline –Cheque
Offline –SMS …
Online –Other, i.e.:
Offline –Other, i.e.:
2011
2012
2013
N = 41 up to 405 per sector/ F = Have bought before
72% 67%
2011 2012
Hom
e / @
work
Deliv
ery
23% 26% Pic
k-u
p @
PO
S,
locker,
etc
. Delivery @home remains most popular.
74%
2013
22%
24 Sector Focus Delivery price - Evolutions
Q: How much are you willing to pay for the delivery of the ‘product’ you buy online?
N = 41 up to 405 per sector/ F = Have bought before
COST OF DELIVERY
26%
19%
29%
11%
15%
Free shipping
Less than 4 Euros
Between 4 and 7.5 Euros
Between 7.5 and 10 Euros
More than 10 Euros
0% 10% 20% 30% 40%
1
2
3
4
5
2011
2012
2013
25 Online purchases Information search
Sign. difference (95%)
N = 1062 / F = None
Q: To what extent have you looked for information before buying the following products online?
SHOWROOMING
39%
59%
2009 2011
66%
2012
60%
2013
27 Internet fraud Exposure
Q: Have you been confronted with Internet fraud related with you purchase of new products or services on the internet in the past 12 months?
2013 EVOLUTION
N = 1062 / F = None
Entire report on www.comeos.be
18.03.14 - 28
Detailed information on e-commerce in Belgium
Content:
E-commerce experience, penetration and profile
E-commerce barriers and current online shopping and spending behaviour
E-commerce frequence, evolution budget and amounts
Substitution offline purchases and future intention to buy, trends
Information search, drivers for e-commerce, satisfaction rates
Payment methods, delivery preference, time and price
E-commerce trust and attitude
Fraud exposure, types and handling
direct link: http://www.comeos.be/menu.asp?id=10538&lng=nl
Webinar March 25, 2014
18.03.14 - 29
Agenda
About Comeos
Pieter at a glance
E-commerce in Belgium report
Other reliable sources
Press releases Comeos
Written questions from the audience
Upcoming events Comeos
Belgian e-commerce In 2013
Comeos Winter Congress 2014
Belgian e-commerce in value
2011 2012 2013
1.65 Bn
2.06 Bn
2.53 Bn
Total turnover of all e-commerce transactions processed by Belgian
webshops (with a Belgian entity) over the Ogone platform:
+25.68% +20.65%
Belgian e-commerce in volume
Total volume of all e-commerce transactions processed by Belgian
webshops (with a Belgian entity) over the Ogone platform:
2011 2012 2013 YTD
18.23 Mn
22.91 Mn
27.65 Mn
+24.86% +23.15%
Foreign customers on Belgian webshops
4%
10%
+25% of the BE E-commerce volume
comes from foreign customers
2%
M-commerce vs. E-commerce
Average week days
6.8%
Average weekend days
8.5% Average week days
93.2% Average weekend days
91.5%
Which devices are being used?
11.2%
9.0% 0.1%
62.6%
16.3%
0.8%
ANDROID
ANDROID SMARTPHONE
BLACKBERRY
IPAD
IPHONE
WINDOWS PHONE
Entire report on www.comeos.be
18.03.14 - 36
Detailed information on e-commerce in Belgium
Content:
E-commerce experience, penetration and profile
E-commerce barriers and current online shopping and spending behaviour
E-commerce frequence, evolution budget and amounts
Substitution offline purchases and future intention to buy, trends
Information search, drivers for e-commerce, satisfaction rates
Payment methods, delivery preference, time and price
E-commerce trust and attitude
Fraud exposure, types and handling
direct link: http://www.comeos.be/menu.asp?id=10538&lng=nl
Entire report on economie.fgov.be
18.03.14 - 37
Detailed information on the information society Content (only Dutch and French)
ICT equipment at households, internet and broadband penetration Penetration, speed and type of internetconnections at companies Use of .be E-government, authentication and tax-on-web Internet safety, incidents and cybercrime, e-cops E-skills, ICT staff and ICT sector Telecommunication and infrastructure International comparaison with f.e. OECD and WEF figures
direct link: http://economie.fgov.be/nl/modules/publications/statistiques/arbeidsmarkt_levensomstandigheden/barometer_van_de_informatiemaatschappij_2013.jsp
Webinar March 25, 2014
18.03.14 - 38
Agenda
About Comeos
Pieter at a glance
E-commerce in Belgium report
Other reliable sources
Press releases Comeos
Written questions from the audience
Upcoming events Comeos
Press releases Comeos
18.03.14 - 39
Only those related to e-commerce since 01.2013
It takes six years to become break-even (e-shop expo)
• 19.03.2013
6 out of 10 Belgians bought online (summer happening)
• 06.06.2013
Results of the Belgian Webshop Awards (summer happening)
• 14.06.2013
Dreambaby, CoolBlue, Vente-Exclusive
Hubo, Ici Paris XL, Neckermann
Torfs, Decathlon, Bol
Press releases Comeos
18.03.14 - 40
Only those related to e-commerce since 01.2013 Day of the Webshop • 25.10.2013
Belgium might loose over 36.000 jobs in e-commerce • 16.01.2014
Social charges: 20% higher than neighbouring countries Product safety burdens: f.e. SAR when selling mobile phones VAT: 6% higher than LUX and 2% higher then GER No one single payment platform Night labour strictly regulated making it hard to deliver within 24h Parcel delivery expensive and slow No official follow-up of online complaints unless explicit contents No official alternative mediation option (yet)
Webinar March 25, 2014
18.03.14 - 41
Agenda
About Comeos
Pieter at a glance
E-commerce in Belgium report
Other reliable sources
Press releases Comeos
Written questions from the audience
Upcoming events Comeos
Written questions from the audience
18.03.14 - 42
Only those not yet covered before What are your top 3 tips for UK e-commerce businesses in Belgium?
Smoothly working online payment system is crucial E-logistics and e-fulfilment have a large impact on your cost model Online consumer trust is very much different in Belgium
please don’t copy paste your UK webshop
How does tax function in e-commerce? Must I conform to tax regulations of my home country or of the country I’m selling to?
Depends if you’re selling products or services, depends if you’re selling to customers or enterprises, depends if you’re selling within the EU, depends on the amount sold, depends if excise is applicable or not, etc BE threshold = 35.000 euros vs UK threshold = 81.843 euros In general VAT is due in the country of the seller
Written questions from the audience
18.03.14 - 43
Only those not yet covered before
Should our products/services be made available in French, Dutch and German or is English sufficient?
Obligations regarding labels, guarantee or manuels have to be given in a comprehensive manner. Meaning: pictograms are allowed or even words that are understood in other languages.
Officially: « obligation to use a language that is understandable for the average customer, paying attention to the language area where you offer your products and services to the customer »
Subject to legal jurisprudence, court rulings and interpretation of inspection services of course
Webinar March 25, 2014
18.03.14 - 44
Agenda
About Comeos
Pieter at a glance
E-commerce in Belgium report
Other reliable sources
Press releases Comeos
Written questions from the audience
Upcoming events Comeos
Upcoming events Comeos
18.03.14 - 45
Only those related to e-commerce
E-commerce workshop on digital strategy
May 13, 2014
E-commerce seminar on online marketing
May 20, 2014
E-commerce Summer Happening
June 13, 2014
Results of e-commerce report
Results of Webshop Awards Belgium 2014
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