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© GfK 2013 | Essential Facts & Figures of E-commerce in Belgium | March 20 th 2013 1
Wim BoesmansBusiness Consultant Retail
Essential Facts & Figuresof E-commerce in Belgium
© GfK 2013 | Essential Facts & Figures of E-commerce in Belgium | March 20 th 2013 2
In 2020 …
© GfK 2013 | Essential Facts & Figures of E-commerce in Belgium | March 20 th 2013 3
The world is changing!
© GfK 2013 | Essential Facts & Figures of E-commerce in Belgium | March 20 th 2013 4
Source: GfK Retail and Technology Global
2012 World wide adoption: access to the digital world via..
3“ 4“ 5“ 6“ 7“ 8“ 9“ 10“ 11“ 12“ 13“ 14“ 15“ 16“ 17“ 18“ 19“ 20“ … 45“ 46“ 47“ 48“ 49“ 50“ …
Smart TV
+48%
Media Tablet
+68%
Notebook
+11%
Smartphone
+62%
Global 2012 >1,1 billion devices with direct internet
access (+49%)
© GfK 2013 | Essential Facts & Figures of E-commerce in Belgium | March 20 th 2013 5
‘Mobile Internet Devices’ will generate almost 50%of sales revenue in Tech Devices
2008 2009 2010 2011 2012 2013 Fcst
7% 9% 12%19%
26%30%
0% 0%1%
4%
7%
8%
15%16%
16%
15%
14%
14%
10%9%
9%
8%
7%
7%
11%13%
14%
13%
12%11%
18%15%
12%
9%
6%4%
5% 4%4%
4%4%
3%
35% 34%31%
28%25% 22% OTHER
Digital Still Camera (Compact/CSC/SLR)
MOBILE PHONE
LCD TV
DESK PC
MOBILE PC
TABLET PC
SMARTPHONE
Global Tech Device Retail Sales Revenue in value % based on €
49
%
© GfK 2013 | Essential Facts & Figures of E-commerce in Belgium | March 20 th 2013 6
Portable ‘connected devices’Smartphones & Media Tablets
2,95 millionin 2012!
Smartphones: 1,97 Mio(+65%)
Media-Tablets: 980.000 units (+176%)
© GfK 2013 | Essential Facts & Figures of E-commerce in Belgium | March 20 th 2013 7
Online Sales vs Traditional
© GfK 2013 | Essential Facts & Figures of E-commerce in Belgium | March 20 th 2013 8
Internet Penetration % of Population 2000/2011Western Europe
23
NL
90
UK
84
25
ES
66
12
BE
81
19
IT
59
23 23
PT
51
AT
26
75
FR
77
13
2011
2000
Source: http://www.internetworldstats.com/stats4.htm#europe, status: 31 December 2011, accessed 18 May 2012
29
DE
83
CH
28
84
© GfK 2013 | Essential Facts & Figures of E-commerce in Belgium | March 20 th 2013 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 20 th 2013 10
Technical Consumer Goods and further non-food tracking
Fashion
Tourism
Stationery
Telecom
DIY
Gardening
Entertainment
Mobile Content
IT
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
AutomotiveOpticsPhoto
MDA/SDAConsumer Electronics
© GfK 2013 | Essential Facts & Figures of E-commerce in Belgium | March 20 th 2013 11
17,0%
83,0%
*) AT, BE, CH, CZ, DE, ES, FR, GB, IT, NL, PT **) CE, IT, OE, MTG, Photo, Telecom, SDA, PersDiag, MDA
Jan-Dec 2012
Technical Consumer Goods**B2C Sales Value % Consumer Channels 11 Countries Europe*
Sales figures of Smart-Mobilephones are calculated with „Non Subsidised estimated Prices“
© GfK 2013 | Essential Facts & Figures of E-commerce in Belgium | March 20 th 2013 12
Massively Growing B2C Internet Sales-Share for TCG** in Europe*
*) AT, BE, CH, CZ, DE, GB, ES, FR, IT, NL, PT **) CE, IT, OE, MTG, Photo, Telecom, SDA, PersDiag, MDA
2006
2007
6.3%
8.5%
2008
2010
2009
11.7%
13.5%
15.4%
10.3% 2011
17.0%
2012
© GfK 2013 | Essential Facts & Figures of E-commerce in Belgium | March 20 th 2013 13
Technical Consumer Goods** Consumer Channels 11 Countries Europe* Jan 12-Dec 12
B2C-Channels Sales Value %
*AT,BE,CH,CZ,DE,ES,FR,GB, IT,NL,PT
**CE,IT,OE,MTG,Photo,Telecom,SDA,PersDiag,MDAPRJ 113641 - RG 1956126 - RP 9300896 - ID 320553273
Internet Sales
Traditional Sales
CZ DE GB NL CH FR AT IT ES BE PT
Jan 12-Dec 12
67,0
33,0
77,5
22,5
78,3
21,7
80,8
19,2
81,5
18,5
83,9
16,1
84,1
15,9
93,6
6,4
94,0
6,0
94,7
5,3
97,4
2,6
Jan 12-Dec 12
17,0
83,0
Internet Sales
Traditional Sales
1 2 34 5Total Sales Ranking Internet
Internet Sales Share per country
© GfK 2013 | Essential Facts & Figures of E-commerce in Belgium | March 20 th 2013 14
+19
%
Technical Consumer Goods Market in BelgiumGrowth of online sales in 2012
+21% Clicks & Bricks
+18% Pureplayers
© GfK 2013 | Essential Facts & Figures of E-commerce in Belgium | March 20 th 2013 15
Electro Total GfK Panelmarket Jan 09-Dec 09 - Jan 12-Dec 12
All Panels Belgium Sales Value %
PRJ 64058 - RG 1835213 - RP 16428463 - ID 341972631
Brick & Mortar Click & Mortar Trad Click & Mortar Online Pureplayers
0
10
20
30
40
50
60
70
80
Sal
es V
alue
%
75,773,9
62 61
20,622,2
33,6 33,7
0,9 0,9 1,3 1,62,9 3 3,1 3,7
Jan 09-Dec 09
Jan 10-Dec 10
Jan 11-Dec 11
Jan 12-Dec 12
Share of Pureplayers in Belgium has increased to 3,7%
© GfK 2013 | Essential Facts & Figures of E-commerce in Belgium | March 20 th 2013 16
Netherlands Panelmarket Jan 09-Dec 09 - Jan 12-Dec 12
SUPERFUSION Online Segmentation Sales Value %
© GfK | 2/2013
PRJ 92360 - RG 3256245 - RP 16591896 - ID 347984037
Brick & Mortar Click & Mortar Trad Click & Mortar Online Pureplayers
0
10
20
30
40
50
60
Sal
es V
alue
%
44
30,2
25,1
21,4
43
53,8
58,259,7
4,3 4,55,7 6,2
8,8
11,5 11,112,6
Jan 09-Dec 09
Jan 10-Dec 10
Jan 11-Dec 11
Jan 12-Dec 12
Pureplayers in The Netherlands represent 12,6%!
© GfK 2013 | Essential Facts & Figures of E-commerce in Belgium | March 20 th 2013 17
Electro Total GfK Panelmarket 2 YTD
All Panels Belgium Shares By Channels (Value)
PRJ 64058 - RG 3408557 - RP 17499400 - ID 352120634
J-D11 J-D12 J-D11 : J-D12 J-D11 J-D12 J-D11 : J-D12 J-D11 J-D12 J-D11 : J-D12
Panelmarket Traditional Sales Internet Sales
4.919,9 4.874,7 4.705 4.618,7 214,9 256
100 100 95,6 94,7 4,4 5,3
7,3 -0,9 6,7 -1,8 20,8 19,2
Mio. Value EURMio. Value EUR
Share Value %Share Value %
Growth +/- %Growth +/- %
-18%
1%
0%
22%
0%
-19%
0%
-1%
22%
-2%
2%
14%
20%
29%
20%
36,1
11
21
8,6
23,4
36,6
13,6
21,3
8,9
19,6
35,4
11
21,6
8,6
23,4
35,8
13,8
22
8,8
19,6
50,2
9,9
7,7
9,7
22,5
51,8
11
7,9
9,5
19,7
Consumer
Electronics
Small Domestic
Appliances
Major Domestic
Appliances
Telecom
Information
Technology
Internet Sales growing in every segmentIT products represent more than 50% of online sales
© GfK 2013 | Essential Facts & Figures of E-commerce in Belgium | March 20 th 2013 18
Product
© GfK 2013 | Essential Facts & Figures of E-commerce in Belgium | March 20 th 2013 19
Top 5 Electro Productgroups in Online Sales
Top 5 Internet
Mobile Computing
PTV/Flat
Smart/Mobilephones
Digital Cameras
External Storage
+15%
+6%
+29%
+18%
+21%
-13%
-21%
+27%
-8%
-26%
TraditionalSales
© GfK 2013 | Essential Facts & Figures of E-commerce in Belgium | March 20 th 2013 20
Very low weight in Internet Sales
Steam Ovens
Hoods
Built in Hobs
© GfK 2013 | Essential Facts & Figures of E-commerce in Belgium | March 20 th 2013 21
Price
© GfK 2013 | Essential Facts & Figures of E-commerce in Belgium | March 20 th 2013 22
Price Index Online Sales vs. TraditionalAverage price depends on product mix: low, medium and high end
HEADPHONES
FOODPREPARATION
HOT BEVERAGE MAKER
SMART-MOBILEPHONES
DIGITAL CAMERAS
MOBILE COMPUTING
STORAGE
PTV/FLAT
DESKTOP COMPUTING
LOUDSPEAKERS
RECEIVER
AMPLIFIER
0 20 40 60 80 100 120 140 160 180 200
© GfK 2013 | Essential Facts & Figures of E-commerce in Belgium | March 20 th 2013 23
Price Difference Online Sales vs. TraditionalQ4 2012 – Top 20 Best Sold Models
PTV/Flat-10%
Digital Cameras-9%
Hot Beverage Makers-5%
Washing Machines-1%
Top 20Panelmarket
-10%
-6%
-13%
-14%
Top 20Online
-16%
-21%
-23%
-24%
Max
© GfK 2013 | Essential Facts & Figures of E-commerce in Belgium | March 20 th 2013 24
Price Difference Online Netherlands vs. BelgiumQ4 2012 – Top 20 Best Sold Models Online in Benelux
PTV/Flat
Digital Cameras
Hot Beverage Makers
Washing Machines
Top 20
-23%
-15%
-12%
-17%
Max
-4%
-5%
-9%
-7%
Cross border online buying is easy!
© GfK 2013 | Essential Facts & Figures of E-commerce in Belgium | March 20 th 2013 25
Importance of price in decision to buy
Source: GfK/IMNetworks Bricks & Clicks Monitor 2011
(Very) important It matters Not important (at all)0
10
20
30
40
50
60
70
80
90
66.5
28.0
5.6
82
16.1
1.9
TraditionalOnline
Traditional can’t beat the
lower prices of Online
© GfK 2013 | Essential Facts & Figures of E-commerce in Belgium | March 20 th 2013 26
Place
© GfK 2013 | Essential Facts & Figures of E-commerce in Belgium | March 20 th 2013 27
41.2
29.3
4.9
24.5
Convenience at homePrice is betterChoice is biggerOther
Most important reasons to choose a webshop
Source: GfK/IMNetworks Bricks & Clicks Monitor 2011
Hard to differentiate!
© GfK 2013 | Essential Facts & Figures of E-commerce in Belgium | March 20 th 2013 28
Most important reasons to choose a regular shop
Source: GfK/IMNetworks Bricks & Clicks Monitor 2011
29.5
29.1
15.7
11.9
13.8
Look and feel the productsFree to walk and browseProduct immediately availableServiceOther
Online can never replace the physical aspect of shopping
© GfK 2013 | Essential Facts & Figures of E-commerce in Belgium | March 20 th 2013 29
Acceptance to buy online or offline per sector
Source: GfK/IMNetworks Bricks & Clicks Monitor 2011
CE
IT
DIY
MDA
Bike
Music & DVD
-50.0 -40.0 -30.0 -20.0 -10.0 0.0 10.0 20.0 30.0
11.7
15.4
-24.1
4.9
-41.6
17.5
1.9
-7.1
9.0
8.8
14.0
-18.1
TraditionalOnline
© GfK 2013 | Essential Facts & Figures of E-commerce in Belgium | March 20 th 2013 30
Showrooming
© GfK 2013 | Essential Facts & Figures of E-commerce in Belgium | March 20 th 2013 31
Showrooming: look & feel in shop before buying online
Source: GfK/IMNetworks Bricks & Clicks Monitor 2011
Wood Flooring
Cooling
Vacuum Cleaner
0.0 20.0 40.0 60.0 80.0 100.0 120.0
100.0
50.0
4.2
© GfK 2013 | Essential Facts & Figures of E-commerce in Belgium | March 20 th 2013 32
In 2020 …
© GfK 2013 | Essential Facts & Figures of E-commerce in Belgium | March 20 th 2013 33
2001 2006 2012 20200
500
1000
1500
2000
2500
3000
3500
2898
2228
1964
Evolution of Electrical Retailer shops in BelgiumCE, MDA and SDA – Chains & Buying Groups & Independents
-32%
?
© GfK 2013 | Essential Facts & Figures of E-commerce in Belgium | March 20 th 2013 34
Source: GfK Consumer Choices / Retail Trend Monitor
What’s the future of E-commerce?
TOTAL GfK ExpertsRetailers
2015
2020
22%33%
21%32%
23%35%
The weight of Online Sales will increase even more!
© GfK 2013 | Essential Facts & Figures of E-commerce in Belgium | March 20 th 2013 35
Conclusions
© GfK 2013 | Essential Facts & Figures of E-commerce in Belgium | March 20 th 2013 36
The world is changing!
Conclusions
E-commerce is growing… fast!
Traditional can’t beat lower prices of Online
Each sector requires a different Online & Offline approach
Online can never replace the physical aspect of shopping
ACT NOW!
© GfK 2013 | Essential Facts & Figures of E-commerce in Belgium | March 20 th 2013 37
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© GfK 2013 | Essential Facts & Figures of E-commerce in Belgium | March 20 th 2013 38
+32 2 474 39 75
Business Consultant Retail
Wim Boesmans
wim.boesmans@gfk.comGfK Retail and Technology Benelux
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