-
Facts, Figures & Trends of 2012 and Forecast 2013 of the
Central European B2C E-commerce MarketIncluding Infographics and
Country Profiles of Leading and Emerging E-commerce Markets in
Central Europe
www.ecommerce-europe.eu
Central Europe B2C E-commerce Report 2013
Powered by:
-
Ecommerce Europe www.ecommerce-europe.eu
-
Table of Contents
PREFACE page 4
ABOUT ECOMMERCE EUROPE page 5
POWERED BY page 6
MEDIA PARTNERS page 10
Central EUROPE IN BRIEF page 11 - 18
Introduction page 12
Demographic Indicators page 13
Economic Indicators page 14
B2C ECOMMERCE IN Central EUROPE page 15 - 18
Central Europe B2C Ecommerce page 15
Online expenditure page 17
B2C Ecommerce overview page 18
Central EUROPEAN COUNTRIES page 19 114
Austria page 19
Czech Republic page 33
Germany page 48
Hungary page 64
Poland page 78
Switzerland page 95
Ecommerce Europe www.ecommerce-europe.eu Page 3
HOW TO GET INVOLVED page 111
BUSINESS PARTNERS page 112
MEDIA PARTNERS page 113
ECOMMERCE EUROPE MEMBERSHIP page 114
MORE REPORTS ON B2C ECOMMERCE page 115
EUROPEAN MEASUREMENT STANDARD OF B2C ECOMMERCE (EMSEC)
page 116 118
DEFINITIONS page 119-120
METHODOLOGY, ACKNOWLEDGEMENTS AND SOURCES
page 121
ABOUT THE AUTHORS page 122
B2C ECOMMERCE IN EUROPE AT A GLANCE page 123
COLOPHONE page 124
-
Franois Momboisse
President of Ecommerce Europe
Central Europe B2C EcommercePreface
B2C e-commerce in Central Europe is developing extremely well.
In 2012 the total B2C e-commerce turnover, including online retail
goods and services such as online travel bookings, events and other
tickets, downloads etc., grew by nearly 20% to reach 75 bn.
Ecommerce data in Ecommerce Europe reports are based on the
European Measurement Standard for B2C Ecommerce (EMSEC).
This Central European B2C Ecommerce Report 2013 focuses on
facts, figures, trends and forecasts for the Central European
region. Ecommerce Europe is also publishing regional reports
covering the other European regions: North, Central, East and West.
In this report we compare key e-commerce and other data from
Austria, Poland, Germany, Hungary and Switzerland.
Ecommerce Europe, representing e-commerce associations and
e-commerce companies in Europe, wishes to thank all participating
national associations and their individual research partners for
providing data and information. We also extend our thanks to all
participating company members, business partners and stakeholders
for their involvement in making Ecommerce Europe reports possible.
A special word of thanks to GfK for their close cooperation and
involvement as well as granting access to exclusive data on
industry sectors.
Ecommerce Europes mission is to promote the interests of B2C
e-commerce in Europe. Ecommerce Europe offers a platform to guide
and assist companies in identifying and accessing new markets in
Europe and worldwide and also to provide information on this
fascinating, fast-growing industry. To this end, Ecommerce Europe
not only collects data and know-how, but also prepares in-depth
reports including facts, figures, trends and forecasts on Europe,
the various regions of Europe, and on leading and emerging
countries and markets around the globe.
The aim of all our reports is to provide insight in order to
help online retailers make the best possible decisions in support
of their strategy to expand their business into new markets.
Brussels, January 2014
Wijnand Jongen
Vice-President and Chair of the Executive Committee
Ecommerce Europe www.ecommerce-europe.eu Page 4
-
About Ecommerce Europe
Ecommerce Europe
Ecommerce Europe was founded by leading national e-commerce
associations across Europe. Ecommerce Europe represents 4.000+
companies selling products and/or services online to consumers in
Europe.
MissionTo advance the interests and influence of e-commerce in
Europe through advocacy, communication and networking.
Goals Enhance the success of the European B2C e-commerce
industry; Provide for a strong and effective representation of B2C
e-commerce industry
in Brussels; Advance the interest of B2C e-commerce industry
with relevant stakeholders
and institutions; In an environment where e-commerce companies
feel at home; With new brand recognition and membership engagement
at all levels.
National AssociationsEcommerce Europe welcomes and invites
national associations in EU member states and EFTA countries
representing (part of) the e-commerce B2C industry in their
domestic market to join the association.
National Associations:
Ecommerce Europe www.ecommerce-europe.eu Page 5
-
Our Report PartnersThis report is powered by the following
partners
www.ecommerce-europe.eu Page 6 Ecommerce Europe
Hybris helps businesses on every continent sell more goods,
services and digital content through every touch point, channel and
device.
Hybris was founded in 1997 with a simple mission: to create
superbly engineered commerce solutions. Over the years, the
necessary ingredients for that have evolved multichannel, open
standards, very high performance, data centricity, customer
centricity and so our company and products have evolved.
RichRelevance is the global leader in omni-channel
personalization. More than 160 companies in 40 countries use
RichRelevance to turn data into actionable insight, which delivers
the most relevant experience for consumers as they shop across web,
store and mobile.
RichRelevance drives more than one billion decisions every day,
and has delivered over $8 billion in attributable sales to its
clients, which include Target, Marks & Spencer and
PriceMinister.
Salesupply is a global e-business services company that enables
online retailers to achieve profitable international growth faster,
more efficiently and with relatively low costs.
Salesupply provides a full range of solutions ranging from
research and strategy, to effective localisation of web shops,
followed by complete operational support, traffic generation and
brand management.
-
Henning HeesenE-Commerce Cross-Border-Specialist and Board
member of Salesupply AG
There is a big quantitative gap between the markets analyzed in
this reports: Germany with its population of 82 Million people
generated an online turnover of more than 50bn in 2012, which is
more than five times the volume of the runner up, Austria.
The enormous difference in (market) sizes makes it difficult to
compare these markets. However, each market shows individual growth
potentials that are interesting to look at. In Germany, we still
see the remnants of a strong and deeply rooted culture of mail
order distance selling. It is a tradition many businesses are only
gradually abandoning. In addition, it is one of reasons behind
Germanys comparatively high return rates: Mail ordering had the
customers used to ordering various sizes and returning all that
would not fit.
Poland for instance is an impressive example of a post-communist
European member state that has succeeded in sustainably growing its
internal market. This also shows in the fact that its e-commerce
growth is the strongest in Europe.
E-Commerce in Poland has attracted a lot of attention Online
success in each Central European country needs a tailored
approach
Ecommerce Europe www.ecommerce-europe.eu Page 7
The Polish market has in recent times attracted the attention of
many large international multichannel players, such as Tesco and
Carrefour, and of course pure-play giant Amazon.
As in all other European regions, it is extremely important to
evaluate the singularities of each market before entering it. The
DACH region for instance does indeed consist of three German
speaking markets, but selling to Switzerland as a non- EU country
demands a completely different approach than to Germany
-
Pontus KristianssonVice President EMEA RichRelevance
The central European E-Commerce market is a very interesting
one. The strongest region is the DACH Region comprising Germany,
Austria and Switzerland, three very mature economies that have
German as (one of the) official language(s). There is a
considerable cross-border exchange of goods ordered online between
these countries. Many traditional German mail-order retailers are
already offering their products in the neighboring German speaking
markets for a long time.
Swiss consumers are very active cross-border shoppers: they have
ordered goods worth 657mn from foreign websites in the past year.
One factor contributing to this is the fact that this relatively
small country has comparatively high prices and that French and
Italian are also official languages, which makes web shops form
these countries more accessible for Swiss consumers.
Germany is of course a very interesting market for foreign
online retailers: A high internet penetration, paired with rather
affluent consumers and a deeply rooted mail order culture. Although
the younger generation is increasingly hungry for new, exotic
trends, in general it is very important to adjust your online offer
to German expectations: Impeccable translation, detailed
information, excellent customer service- and dont forget about the
high return rates!
Central Europe offers countless opportunities! Online shoppers
become increasingly interested in cross-border purchases
Ecommerce Europe www.ecommerce-europe.eu Page 8
Hungary, Poland and the Czech Republic are young European Member
States with a post- communist context; all three showing a
promising market consolidation. As internet penetration is
increasing, online shopping is becoming easier. Many foreign brands
have launched their international e-commerce site in e.g. Polish in
order to better target this market.
In markets such as Poland, the demand for products from other
markets, e.g. from UK brands, is steeply increasing, which is
positive for online retailers.
Altogether, the Central European Region is a very diverse one
but nonetheless extremely promising market with countless
opportunities in e-commerce!
-
Henk-Jan van der WeideVP Northern Europe & SA at hybris
What is your general impression of e-commerce in Europe? The e
of e-commerce is disappearing. Online is a very important element
in the route a customer follows, from the moment he or she has an
idea to the actual transaction: the purchase path. E-commerce is no
longer a thing that companies do as an additional channel, it has
reached a phase of maturity and is now a fully integrated component
of the customers purchasing journey.
Which European regions do you consider the most promising and
why?Russia and Turkey are both important emerging European markets.
However, we also need to consider Scandinavia. Scandinavia was hit
harshly by the bursting of the dot-com bubble around the year 2000;
the market grew more slowly than for example in the UK. Scandinavia
is however now picking up pace.
What do you consider the important trends to be?The dominant
trend is mobile: mobile commerce and mobile payments. Interesting
possibilities consist, for example, in the ability to track
customers, the integration of mobile into offline shop processes
and the use of NFC technology for payments. Imagine that shop staff
is equipped with a tablet that enables them to help the customer in
a completely new way, even taking care of the checkout process. In
short, the whole POS is going through a transition with mobile
being a key element of this change.
What in your opinion is this years most overrated e-commerce
trend?I believe QR Codes have been an overrated trend: it is too
difficult to use, what with starting your app, having an Internet
connection, scanning the code --altogether too complicated!
Which challenges do online retailers underestimate the most when
expanding their e-business across Europe? Patience is key. Those
new markets will still be out there in two years. If a company has
100 employees in The Netherlands and then tries to enter the German
market with two dedicated staff members, this is not going to work.
Selling in foreign markets is full of complexities. If companies
want to succeed, they need to do it step by step, with a mature
team and with patience.
Is there anything else you would like to share with our
readers?I believe pure-players are being challenged by Amazon:
Amazon wants to control 26% of the global e-commerce market by
2016. They are heavily investing in growth right now. Retailers who
want to set themselves apart have to keep in mind that clients are
seeking an omni-channel experience. I would strongly advise
pure-players to go offline in regions where they have many
customers. Research has shown that customers of omni-channel
retailers are 200% more loyal than customers of pure players.
Again, this is because of the role that different sales channels
play in the customer journey from the instant that interest is
ignited to the moment of sale: 50% of people will change from
channel in every step they make in their purchasing journey. Many
retailers are losing clients because they fail to offer a seamless
experience across all touch-points.
The e in e-commerce is disappearingOffering a seamless
experience across all touch-points is key for cross border
growth
Ecommerce Europe www.ecommerce-europe.eu Page 9
-
Our Media PartnersInterested in becoming a media partner?
Contact us at [email protected]
Ecommerce Europe media partners are (inter)national publishers
and/or publications related to the European e-commerce
industry.
As the Internet continues to become a part of almost every
aspect of our lives, the growing internationalization of the online
retail sector places increasing demands on e-tailers to make rapid
preparations for cross-border activity. Actors in the online trade
sector are constantly being confronted with new challenges
concerning legal issues, pricing, shipping, payment and supply.
Strong partnerships are vital in order to tap into the cross-border
market, optimise trade flows and ultimately increase
profitability.
Ecommerce Europe is looking for media partners who publish on
e-commerce in the following sectors: Affiliate marketing Customer
service E-commerce systems Email marketing Fulfilment Hosting
Payment solutions Research & consultancy Search Engine
Optimization Etc.
Ecommerce Europe www.ecommerce-europe.eu
-
Central Europe
Europe 312 bn + 19,0%EU 28 277 bn + 18,0%
Central Europe 75,9 bn + 19,9%Total B2C Ecommerce 2012 of goods
& services
41%
79%
100%165 millionpeople live in Central Europe
131 millionpeople use the internet
68 millionpeople are e-shoppers
75,9 bnTurnover eCommerceGoods & services
47%
Services
53%
Goods
4,8%Estimated shareof online retailin total retail
Estimated 72% of active internet users are on social media
E-commerce GDP1,81%Total GDP 4.201 bn
1
2 3
Ranking Central Europein turnover (EUR million)
Powered by:
Ecommerce Europe 2013
www.ecommerce-europe.eu
info: [email protected]
2012 Key e-commerce facts at a glance
1 Germany 50.0002 Austria 9.8003 Switzerland 9.1004 Poland
4.1815 Czech Republic 1.8006 Hungary 6757 Slovakia 2758 Slovenia
150
GermanyPoland
Hungary
Czech Republic
AustriaSlovakia
Switzerland
Polish national E-commerce association:
Austrian national E-commerce association:
-
Central Europe in BriefIntroduction
The Central European region on which this report focuses covers
the following countries (in alphabetic order): Austria, Czech
Republic, Germany, Hungary, Poland, Slovakia, Slovenia and
Switzerland. Switzerland is the only non-member of the European
Union.
The eight countries cover an area of 1.036,000 km, or 4.3% of
the 23.9 million km of the European continent (including Russia and
Turkey).
Germany is the leading country of the region, with respect to
the number of inhabitants, the size of the economy and B2C
e-commerce. It is also the leading economy of Europe and second to
the UK regarding B2C e-commerce turnover.
The total population of the region is 165,0 million inhabitants
or close to 20.2% of the total European population.
Within Central Europe, Germany has the largest number of
inhabitants (81,8mn), followed by Poland (38,5mn). Czech Republic
has 10,5mn inhabitants; Hungary 9,9 mn; Austria 8,4 mn; Switzerland
7,9mn. Slovakia en Slovenia have the smallest number of
inhabitants: respectively 5,4mn and 2,0mn.
Central EUROPES POPULATIONShare of Central European population,
01 January 2013
Ecommerce Europe www.ecommerce-europe.eu Page 12
Austria
Hungary
Germany
Czech Republic
Poland
Switzerland
Slovakia
Austria; 5,1%
Czech Republic; 6,4%
Germany; 49,7%
Poland; 23,4%
Hungary; 6,0%
Slovakia; 3,3%
Slovenia; 1,2%
Switzerland; 4,8%
-
In terms of B2C e-commerce, the region is second to the Western
European region.
Total B2C e-commerce turnover (including online goods and
services) reached 76,3bn last year, an increase of 20,5% compared
to 2011. The 2012 share of e-commerce in the regions GDP was
1,8%.
As in other parts of Europe, online Internet penetration and
purchasing still widely differ in the various countries of Central
Europe, according to the maturity of the market, the level of
trust, the availability of the offer, the penetration of reliable
payment options, reliable and affordable delivery options as well
as Internet usage and penetration and consequently the number of
e-shoppers.
Online sales grew yearly on average with 20% per year since
2010. The forecast is that growth will slow down, but still reach
high single or low double-digits figures through to 2015.
M-commerce is set to boost regional e-sales in the coming years.
The share is forecast to double this year to reach over 14% on
average.
Central Europe (75,9bn) makes up 24,4%of the total online sales
in Europe (311,5bn) in 2012.
While these figures are impressive, what is even more
interesting for online retail are the numbers of e-shoppers and
house-holds not only connected to the Internet but actually
shopping online (e-households) and which goods and services they
like to buy online.
All eight countries have an excellent to very good logistics
infrastructure. On the Logistics Performance Index all eight rank
between 4 -50 out of 156 countries. The Ranking is as follows:
Germany, Austria, Switzerland, Poland, Slovenia, Hungary, Czech
Republic and Slovakia.
Average annual online sales growth since 2009 (CAGR)
+23%
E-commerce share in Europe
B2C E-commerce in Central Europe
Ecommerce Europe www.ecommerce-europe.eu Page 15
North9%
West52%
Central22%
South10%
East7%
E-commerce share in Europe
-
1.234 1.402
1.219
2.085
581
1.351
422 465
212 349
1.750
EU28 Europe CentralEurope
Austria CzechRepublic
Germany Hungary Poland Slovakia Slovenia Switzerland
B2C E-commerce in Central EuropeOnline Expenditure
Expenditure per online shopper, in euros, 2012Central EUROPES
B2C E-COMMERCE
Central European consumers spent on average 1.219 online in
2012. This is far above the EU28 and European average of 1.234
and1.402 respectively.
Austrians spent most online in 2012 with an amount of 2.085.
Switzerland ranks second with an average spend of 1.750. Germany is
third in rank with respect to online spending (1.351).
These countries are followed by the Czech Republic with an
average spend of 581, Poland with 422 and Hungary with 422.
Ecommerce Europe www.ecommerce-europe.eu Page 17
-
Facts, Figures & Trends of 2012 and Forecast 2013 of the
Austrian B2C E-commerce Market
www.ecommerce-europe.eu
Country Report Austria 2013
In cooperation with: aCommerce Team
-
Austria
Europe 312 bn + 19,0%EU 28 277 bn + 18,0%
Central Europe 75,9 bn +19,9% Austria 9,8 bn +16,7%
Total B2C Ecommerce 2012 of goods & services
55%
79%
100%
8,4 millionpeople live in Austria
6,6 millionpeople use the internet
4,7 millionpeople are e-shoppers
9,8 bnE-commerce turnoverGoods & services
E-commerce GDP3,19%Total GDP 307,0bn
1
2 3
Ranking Northern Europein turnover (EUR million)
Ecommerce Europe 2013
www.ecommerce-europe.eu
info: [email protected]
2012 Key data at a glance
Austrian Trustmark:
Austrian national E-commerce association:
Austrian e- shoppers48,8% 51,2%
Vienna
26% of the population uses Facebook
1 Germany 50.0002 Austria 9.8003 Switzerland 9.1004 Poland
4.1815 Czech Republic 1.8006 Hungary 6757 Slovakia 2758 Slovenia
150
Powered by:
6,4%Estimated shareof online retailin total retail
-
Austria in brief
Institution: Federal Republic
Internet access: 79 %
URL country code: .at
Official language: German
Widely spoken foreign language(s):
English, Slovene and Hungarian
Country profile
Area: 83.858 km2Capital: ViennaCurrency: Euro (EUR)
Ecommerce Europewww.ecommerce-europe.eu
Page 21
Source: Eurostat, Wikipedia, 2013
79%of 8,4 million Austriansused the Internet in 2012
Austria, officially the Republic of Austria, is a federal
republic and a landlocked country of roughly 8,47 million people in
Central Europe. It is bordered by the Czech Republic and Germany to
the north, Hungary and Slovakia to the east, Slovenia and Italy to
the south, and Switzerland and Liechtenstein to the west.
The territory of Austria covers 83.855 square kilometres.
Austria's terrain is highly mountainous due to the presence of the
Alps; only 32% of the country is below 500 metres, and its highest
point is 3.798 metres.
German in its standard form is the country's official language.
Austria is a semi-presidential, parliamentary representative
democracy comprising nine federal states. The capital and largest
city, with a population exceeding 1,7 million, is Vienna.
Austria joined the European Union in 1995, and is a founding
member of the OECD. Austria also signed the Schengen Agreement in
1995, and adopted the European currency, the euro, in 1999.
-
B2C E-commerce in Austria Expert opinion
Stephan Grad, Director of aCommerce Team
Ecommerce Europe www.ecommerce-europe.eu Page 25
"The Austrian ecommerce market is currently evolving - we were
not first movers in the market, but now as we see which strategies
work in which industrie we are speeding up and doing our best to
keep up with Germany & Switzerland. The aCommerce Team as
Austrian eCommerce Association will do its best to support the
Austrian eCommerce market with Know How to keep the momentum.
-
B2C E-commerce in AustriaOnline Population and Expenditure
Year EUR
2013(e) 2.334
2012 2.085
2011 1.787
2010 1.383
Online Population 6,5 million
Population 8,4 million
Online buyers 4,7 million
At the end of 2012 there were 2,9 million e-households in
Austria. The average expenditure was 2.085 per e-household.
Austria has a population of 8,4 million people. Nearly 6,5
million persons are connected to the Internet.
In total just over 4,7 million online buyers have bought goods
and services online for 9,8 billion in 2012.
1,9 million persons have access to Internet but are not (yet)
purchasing goods or services online.
AUSTRIAS B2C E-COMMERCE
Inactive
online
population
Expenditure per online shopper
Ecommerce Europe www.ecommerce-europe.eu Page 29
Source: Ecommerce Europe 2013
Source: Ecommerce Europe 2013
-
Facts, Figures & Trends of 2012 and Forecast 2013 of the
Czech B2C E-commerce Market
www.ecommerce-europe.eu
Country Report Czech Republic 2013
-
Estimated shareof online retailin total retail
Czech Republic
57%
70%
100%
10,5 millionpeople live in Czech
7,5 millionpeople use the internet
6 millionpeople are e-shoppers
2,1 bnE-commerce turnoverGoods & services
E-commerce GDP1,18%Total GDP 152,9 bn
1
2 3
Ranking Central Europein turnover (EUR million)
Ecommerce Europe 2013
www.ecommerce-europe.eu
info: [email protected]
2012 Key data at a glance
Czech Trustmark:
Czech national E-commerce association:
Prague
Estimated 54% social media users
28%Services 72%
GoodsEurope 312 bn + 19,0%
EU 28 277 bn + 18,0%Central Europe 75,9 bn + 19,9% Czech
Republic 2,1 bn + 19,6%
Total B2C Ecommerce 2012 of goods & services
1 Germany 50.0002 Austria 9.8003 Switzerland 9.1004 Poland
4.1815 Czech Republic 1.8006 Hungary 6757 Slovakia 2758 Slovenia
150
Powered by:
2,7%
-
Czech Republic in brief
The Czech GDP per capita at current prices in 2012 was
20.200.
The Czech consumer confidence is going up since January
2012.
The small, open, export-driven Czech economy remains sensitive
to changes in the economic performance of its main export markets,
especially Germany.
The auto industry remains the largest single industry, and,
together with its upstream suppliers, accounts for nearly 24% of
Czech manufacturing. Foreign and domestic businesses alike voice
concerns about corruption especially in public procurement.
Key economic indicatorsCzechS GROSS DOMESTIC PRODUCT PER
CAPITA
Year In EUR
2013 (f) 14.750
2012 14.500
2011 14.800
2010 14.300
2009 13.500
Czech CONSUMER CONFIDENCE INDEX CCI on a three-month basis, 2012
- 2013
Current prices, 2009 - 2012
Ecommerce Europe www.ecommerce-europe.eu Page 38
Source: Eurostat and IMF World Economic Outlook 2013
Source: Tradingeconomics.com and ISAE/ISTAT National Statistics
office 2012 - 2013
-29,3% -29,8%-26,0%
-20,8% -19,0%-14,3% -14,5%
jul-12 oct-12 jan-13 apr-13 jul-13 oct-13 jan-14
-
Customers use the handsets to buy products including: Public
transport Tickets, Parking, Digital content Event tickets,
Telecommunications operators state that more than 11% of Czech
mobile customers already use their mobile devices as a means of
payment
3%
30% 29%25%
13%
18-24 25-34 35-44 45-54 55+
B2C M-commerce in Czech Republic M-commerce
Source: FDIH Denmark
Top 10 Online purchased
goods and services:
1. Travel and Cultural
Activities
2. Film, Music, Books,
Games
3. Toys
4. Clothing, Shoes and
Jewelry
5. IT, Telecom and Photo
Penetration levels (in %)
Internet
Mobile
Smartphone
Tablet
POPULAR GOODS AND SERVICES PURCHASED THROUGH A MOBILE DEVICE
CZECH AGE STRUCTURE OF MOBILE SHOPPERS
Mobile subscriptions
reached 151per 100householdsin 2012.
How do Czechs buy on their mobile devices?
TOP 3 MOBILE PAYMENTS
1. Cash on delivery2. Bank Transfer3. Credit Card
Source: Mobilepaymentsworld 2012
Ecommerce Europe www.ecommerce-europe.eu Page 45
Percentage of total population, 2012
Source: Ecommerce Europe Source: Worldbank.org, TNS Italia
survey 2011
Mobile is becoming a key platform, and as mobiles get smarter
and connections get faster, Internet access in Czech Republic is
undergoing a step-change from fixed Internet to mobile.
49% of Internet users do not use mobile equipment for shopping
at all. As many as 86% are satisfied with online shopping and 14%
have had an negative experience.
-
Facts, Figures & Trends of 2012 and Forecast 2013 of the
German B2C E-commerce Market
www.ecommerce-europe.eu
Country Report Germany 2013
-
Germany
Europe 312 bn + 19,0%EU 28 277 bn + 18,0%
Central Europe 75,9 bn +19,9% Germany 50 bn +21,6%
Total B2C Ecommerce 2012 of goods & services
5%
85%
100%
81,8 millionpeople live in Germany
69,5 millionpeople use the internet
37 millionpeople are e-shoppers
50 bnE-commerce turnoverGoods & services
E-commerce GDP1,88%Total GDP 2.666,4 bn
1
2 3
Ranking Central Europein turnover (EUR million)
Ecommerce Europe 2013www.ecommerce-europe.euinfo:
[email protected]
2012 Key data at a glance
German Trustmark:
German nationalE-commerce association:
Berlin
50%Services
50%Goods
1 Germany 50.0002 Austria 9.8003 Switzerland 9.1004 Poland
4.1815 Czech Republic 1.8006 Hungary 6757 Slovakia 2758 Slovenia
150
Powered by:
Estimated shareof online retailin total retail
6,6%
Estimated 57% social media users
-
Germany in Brief
Total population: 81.843.743
49,1 50,9
Median age: Male:Female:
Population growth
-0,2%
45,7 years44,7 years46,8 years
GERMANYS AGE STRUCTUREBy Age Group, 2012
Key Demographic Indicators
Ecommerce Europe www.ecommerce-europe.eu Page 51
Source: World Bank2013Source:Worldfactbook, 2013
13,1% 10,8%
42,0%
13,3%
20,9%
0-14 15-24 25-54 55-64 65+
Germany covers an area of 357.022 square kilometers with a
population of 10,5 million inhabitants.
The median age is 45 years. The largest share of the population
(42,0%) is between 25-54 years old.
Germany has 40,7 million households. Approximately 61%live in
urban areas
The population is shrinking at an average annual rate of
-0,19%.
The demographic development is characterized by three trends:
increasing longevity, decreasing birth rates and an increasing
percentage of population from foreign origin.
German is the official language. English and French are widely
spoken foreign languages.
-
B2C E-commerce in GermanyCross - Border
6% 6%7%
10%
13%
2009 2010 2011 2012 2013 (e)
GERMANYS CROSS- BORDER E-COMMERCEPercentage of e-commerce
purchased at foreign sites, 2009-2013
Germany
Ecommerce Europe www.ecommerce-europe.eu Page 59
According to research by OC&C, German online retailers sold
products worth 423mn to French customers and goods worth 175mn to
Dutch customers in 2013.
German customers ordered goods worth 200mn from Great Britain
and packages containing merchandise for approximately 263mn came
from the US.
The trade surplus of German cross-border online sales over
purchases is valued by OC&C at 13mn.
Source: Ecommerce Europe 2013
-
Facts, Figures & Trends of 2012 and Forecast 2013 of the
Hungarish B2C E-commerce Market
www.ecommerce-europe.eu
Country Report Hungary 2013
-
Hungary
Europe 312 bn + 19,0%EU 28 277 bn + 18,0%
Central Europe 75,9 bn +19,9% Hungary 675 mn +35,5%
Total B2C Ecommerce 2012 of goods & services
16,2%
68,7%
100%
9,9 millionpeople live in Hungary
6,8 millionpeople use the internet
1,6 millionpeople are e-shoppers
675 mnE-commerce turnoverGoods & services
E-commerce GDP2,3%Total GDP 96.968 mn
1
2 3
Ranking Northern Europein turnover (EUR million)
Ecommerce Europe 2013www.ecommerce-europe.euinfo:
[email protected]
2012 Key data at a glance
Hungarian Trustmark:
Hungarian nationalE-commerce association
40%Services
60%Goods
Budapest
1 Germany 50.0002 Austria 9.8003 Switzerland 9.1004 Poland
4.1815 Czech Republic 1.8006 Hungary 6757 Slovakia 2758 Slovenia
150
Powered by:
Estimated shareof online retailin total retail
1,2%
Estimated 47% social media users
-
B2C E-commerce in HungaryShare of goods and services
Source: FDIH Denmark
Top 10 Online purchased goods and services:
1. Travel and Cultural Activities2. Film, Music, Books, Games3.
Toys4. Clothing, Shoes and Jewelry5. IT, Telecom and Photo
Penetration levels (in %)
InternetMobile SmartphoneTablet
The turnover of online goods were estimated at 60% of total
online sales at 675 mn.
The shares of online goods and services in 2012 were 60% or in
turnover 405 million for online goods and 270 million e-services,
which is 40%.
In 2012, approximately 23% of all Internet users made purchases
online,.
The share of online transactions in total retail sales continued
to rise to 1,7% in 2012. This was an increase of 14% over 2011.
This share is expected to continue to grow this year as more
Internet-users are getting more confident in shopping online.
The double-digit growth of sales via the Internet is
promising.675 mn
total online sales
422Average expenditure2012 per e-shopper
Ecommerce Europe www.ecommerce-europe.eu Page 72
Source: Ecommerce Europe 2013
Goods60%
Service40%
-
Facts, Figures & Trends of 2012 and Forecast 2013 of the
Poland B2C E-commerce Market Prepared by Ecommerce Europe in
cooperation with e-Commerce Polska, the Association for E-commerce
in Poland
www.ecommerce-europe.eu
Country Report Poland 2013
In cooperation with: E-commerce Polska
-
Poland
Europe 312 bn + 19,0%EU 28 277 bn + 18,0%
Central Europe 75,9 bn +19,9% Poland 4,1 bn +24,9%
Total B2C Ecommerce 2012 of goods & services
23%
70%
100%
38,5 millionpeople live in Poland
26,9 millionpeople use the internet
9 millionpeople are e-shoppers
4.181 mnE-commerce turnoverGoods & services
E-commerce GDP1,10%Total GDP 381.204 mn
1
2 3
Ranking Central Europein turnover (EUR million)
Ecommerce Europe 2013
www.ecommerce-europe.eu
info: [email protected]
2012 Key data at a glance
Poland Trustmark:No Trustmark available
Poland nationalE-commerce associationE-commerce Polska
Warsaw
Estimated 54% social media users
63%Services
37%Goods
1 Germany 50.0002 Austria 9.8003 Switzerland 9.1004 Poland
4.1815 Czech Republic 1.8006 Hungary 6757 Slovakia 2758 Slovenia
150
Powered by:
Estimated shareof online retailin total retail
1,7%
Estimated 57% social media users
-
Poland in brief
Institution: Republic
Internet access: 70 %
URL country code: .pl
Official languages: Polish
Widely spoken foreign language(s):
German
Country profile
Area: 312.685 km2 Capital: WarsawCurrency: Zloty (PLN)
Of 26,9 million Polesused the Internet in 2012
70%
Ecommerce Europe www.ecommerce-europe.eu Page 80
Source: Eurostat, Wikipedia, 2013
The Republic of Poland, is located in Central Europe, bordered
by Germany to the west; the Czech Republic and Slovakia to the
south; Ukraine, Belarus to the east; and the Baltic Sea and
Kaliningrad Oblast (a Russian enclave) and Lithuania to the
north.
The total area of Poland is 312,685 square kilometres making it
the 69th largest country in the world and the 9th largest in
Europe. With a population of over 38.5 million people, Poland is
the 34th most populous country in the world and the sixth most
populous member of the European Union.
Poland is a unitary state consisting of 16 voivodeships or
provinces.
During the early 1990s Poland was able to transform its economy
into one of the most robust in Central Europe. Poland joined the
European Union in 2004.
The official language in. n Poland is Polish (97.8% speak Polish
at home).
English and German are the main foreign languages spoken.
-
B2C e-commerce in PolandMain markets and players
Rank
1 Groupon.pl
2 Gruper.pl
3 Citeam.pl
The most popular price comparison sites in Poland are Ceneo.pl
(Allegro Group), Nokaut.pl, Okazje.info.pl andskapiec.pl
Top 5 most popular E-Commerce Sites in
Poland
1. Allegro.pl (Group) (10 .842 .351 real users)
2. Nokaut.pl (2.539.272)
3. Groupon (2.531.361)
4. Okazje.info (2.100.810)
5. Skapiec.pl (1.610.672)
TOP 3 Group Buying Sites
Ecommerce Europe www.ecommerce-europe.eu Page 89
Source: Megapanel/PBI
Source: Megapanel/PBI
The Polish group Allegro.pl,operating amongst others a
marketplace, remains the unchallengesd local market leader. Next to
nearly 11 million active users, it boasts a brand awareness of more
than 88%. However, foreign competitors such as Groupon and eBay are
catching up.
There are many foreign players active on the Polish market, such
as Tchibo (Germany), BonPrix (France), Zalando (Germany), Amazon
(USA).
Groceries ordered frequently online are coffee/tea, bulk goods,
sweets, drinks and spices
-
Facts, Figures & Trends of 2012 and Forecast 2013 of the
Swiss B2C E-commerce MarketPrepared by Ecommerce Europe in
cooperation with VSV ASVAD, the Association for E-commerce in
Switzerland
www.ecommerce-europe.eu
Country Report Switzerland 2013
-
Switzerland
Europe 312 bn + 19,0%EU 28 277 bn + 18,0%
Central Europe 75,9 bn +19,9% Switzerland 9,1 bn +15,5%
Total B2C Ecommerce 2012 of goods & services
66%
80%
100%
7,9 millionpeople live in Switzerland
6,3 millionpeople use the internet
5,2 millionpeople are e-shoppers
9,1bnE-commerce turnoverGoods & services
E-commerce GDP1,85%Total GDP 491,1 bn
1
2 3
Ranking Central Europein turnover (EUR million)
Ecommerce Europe 2013
www.ecommerce-europe.eu
info: [email protected]
2012 Key data at a glance
Swiss Trustmark:GARANTIE
Swiss nationalE-commerce associationVSV ASVAD
Bern
Estimated 54% social media users
63%Services
37%Goods
1 Germany 50.0002 Austria 9.8003 Switzerland 9.1004 Poland
4.1815 Czech Republic 1.8006 Hungary 6757 Slovakia 2758 Slovenia
150
Powered by:
Estimated shareof online retailin total retail
5,0%
Estimated 59% social media users
-
B2C E-commerce in SwitzerlandMarket Sectors
SwitzerlandS B2C E-COMMERCE
Ecommerce Europe www.ecommerce-europe.eu Page 104
Source: VSV ASVAD / GFK February 2014
Percentage of online buyers having purchased an item from
thesecategories in 2012 and 2013
Market sectors (in %) 2012 2013
Multimedia, Electronics 28,2% 28,7%
Clothing & Accessories 26,9% 27,1%
Food 16,6% 16,1%
Home and Living 8,0% 8,1%
CDs, DVDs, Books 6,8% 6,1%
Other 13,5% 13,9%
Despite Multimedia and Electronics heading up the ranking of
products sold online in terms of turnover, the category of which
most items are shipped in quantitative terms are Clothing and
Accessories. The return rate in this sector is with 44%
comparatively high.
Top sites visited in Switzerland
are:
Rank Online retailers
1 Ricardo.ch
2 Amazon.com
3 eBay.de
4 Swiss Railways
5 Apple.com
Click & Collect grocery services are offered by e.g.
Coop@Homeand LeShop.
With a share of 16,1%, Switzerland has a very well developed
online food market. In 2013, Swiss online buyers bought groceries
worth 608mn.
-
Online payments and preferencesPayments & VAT
72% of the Swiss mobile users stillwould prefer to use a
laptop/desktop to make the purchase. 26% still dont feel secure.
14% still find mobile purchase too complicated. 10% complains that
certain paymentfeatures were not available (credit card) and 9%
think that payment is still too complex.
Source: Ecommerce Europe 2013
VAT overview Switzerland
Threshold CHF 100.000
Standard VAT rate 8%
Reduced VAT rates 2,5%
Where to register Swiss Federal Tax Administration and Swiss
Federal Customs Administration
8%Standard VAT-rate
Web shops with a turnover exceeding CHF 100.000 per year must be
registered for VAT in Switzerland.
Ecommerce Europe www.ecommerce-europe.eu Page 110
TOP ONLINE PAYMENT METHODSIn percentage of total online
population
Source: International VAT Management, Van Driel Fruijtier
Resseler
Invoice; 18,2%
Credit cards; 16,8%
Advanced payment;
12,7%Paypal; 10,9%
SOFORT; 9,5%
Cash payment ; 9,5%
Direct Debet; 7,1%
Cash on delivery; 6,6%
PostFinance; 7,7%
-
Ecommerce EuropeHow to get involved?
Who can be involved? E-commerce associations, voting members of
Ecommerce Europe: association
membership Companies selling products and/or services online: EU
webshop register /
company membership Preferred suppliers to the European
e-commerce industry: business partnership Organizations and NGOs
related to e-commerce industry: associative
partnership European institutions, consumer organizations and
stakeholders: partners for
dialogue
Why get involved? Be a part, get involved or stay informed on
public affairs initiatives that define
your business. Take advantage of research publications, receive
several B2C E-commerce Reports for free. Learn from position
papers, webinars and white papers by leading ecommerce
associations, companies and preferred business
partners. Show youre engaged by displaying the Ecommerce Europe
member or business
partner logo. Network, meet and greet with colleagues at Round
Tables sessions in European capitals and at the yearly Global
E-commerce Summit.
Ecommerce Europe www.ecommerce-europe.eu Page 111
-
Our Business PartnersInterested in becoming a business partner?
Contact [email protected]
Ecommerce Europe www.ecommerce-europe.eu Page 112
-
Our Media PartnersInterested in becoming a media partner?
Contact us at [email protected]
Ecommerce Europe media partners are (inter)national publishers
and/or publications related to the European e-commerce
industry.
As the Internet continues to become a part of almost every
aspect of our lives, the growing internationalization of the online
retail sector places increasing demands on e-tailers to make rapid
preparations for cross-border activity. Actors in the online trade
sector are constantly being confronted with new challenges
concerning legal issues, pricing, shipping, payment and supply.
Strong partnerships are vital in order to tap into the cross-border
market, optimise trade flows and ultimately increase
profitability.
Ecommerce Europe is looking for media partners who publish on
e-commerce in the following sectors: Affiliate marketing Customer
service E-commerce systems Email marketing Fulfilment Hosting
Payment solutions Research & consultancy Search Engine
Optimization Etc.
Ecommerce Europe www.ecommerce-europe.eu Page 113
-
Company Members
Ecommerce Europe Company Members are B2C companies selling
products and/or services online to consumers in Europe. Company
membership is open to all B2C online companies at 950 per year.
Benefits for COMPANY MEMBERS include:
Exclusive Ecommerce Europe business partner logo Yearly European
B2C E-commerce Report (1,950) 5 Regional Reports on European B2C
E-commerce (3,950) 2 Full Conference Packages Global E-commerce
Summit Free entrance to 3 Ecommerce Europe pre-conferences Free
entrance to Round Table meetings in 8 European cities Pro-active
involvement white papers and position papers
Ecommerce Europe membershipInterested? Feel free to contact us:
[email protected]
Business partners
Ecommerce Europe business partners are preferredsuppliers of the
European e-commerce industry.The cost is 8,500 per year upon
balloting.
Benefits for PREFFERED BUSINESSPARTNERS include:
Exclusive Ecommerce Europe business partner logo Yearly European
B2C E-commerce Report (1,950) 5 Regional Reports on European B2C
E-commerce (3,950) 2 Full Conference Packages Global E-commerce
Summit Free entrance to 3 Ecommerce Europe pre-conferences Free
entrance to Round Table meetings in 8 European cities Pro-active
involvement white papers and position papers
Ecommerce Europe www.ecommerce-europe.eu Page 114
-
Ecommerce Europes reports on B2C e- commerceInterested? Order at
[email protected]
European B2C Ecommerce Report 2013: 1.950
5 European regional reports 2013: 790 per report including 30
Infographics and in-depth Country Profiles
Western Europe ReportBelgium, France, Ireland, Netherlands, and
United KingdomCentral Europe ReportAustria, Poland, Germany,
Hungary, Poland and SwitzerlandCentral Europe ReportAustria,
Poland, Germany, Hungary and TurkeyNorthern Europe ReportDenmark,
Estonia, Finland, Iceland, Latvia, Lithuania, Norway and
SwedenEastern Europe ReportRomania, Russia, and Ukraine
All European reports (5 regional reports + European Report):
2,950All-In-One Ecommerce Report Package: 4.950(European and Global
Report + 5 European Regional Reports + 5 Regional/Continental
Reports)
Global B2C Ecommerce Report 2013: 2.450
Regional /continental reports: 950 per report
North America: USA, Mexico and CanadaLatin America: Brazil,
Argentina, Chile and othersAsia-Pacific: Japan, China, India,
Australia, Indonesia, Vietnam, South Korea etc.MENA REGION: Middle
East and North AfricaBRIC Countries: Brazil, Russia, Indonesia,
China and other economic entities
All-In-One Ecommerce Report Package: 4.950(European and Global
Report + 5 European Regional Reports + 5
Regional/ContinentalReports)
Tailor-made reports are available upon request:
[email protected].
Ecommerce Europe www.ecommerce-europe.eu Page 115
-
EMSEC
EMSEC aims to provide guidelines to measure and monitor B2C
e-commerce in order to enable all European countries to provide
data with respect to the penetration of B2C ecommerce in a
standardised way. All Ecommerce Europe figures and estimates are
based upon the EMSEC, unless otherwise noted. The EMSEC agrees with
data and research by GfK.
The EMSEC reports on sales figures for the total B2C e-commerce
in Europe and in country profiles based on total sales of goods and
services.
Total sales of goods and services are based according to the
areas/sectors/ classification of areas and sectors as laid down on
the next few pages.
All data are reported in the national currency of the country
involved are converted into euros according to the average (annual)
rate of exchange as provided by the European Central Bank (ECB).
Growth rates are calculated and measured by the B2C e-commerce
sales in national currency.
European Measurement Standard for E-commerceEMSEC
Definition of B2C e-commerce sales
Definition of B2C e-commerce: Any B2C contract on the sale of
products or services fully or partly concluded by a technique for
distance communication.
Technique for distance communication: means that can be used for
communication regarding the offer made by the trader and concluding
an contract, without the necessity of the consumer and trader being
in the same place at the same time.
Contract: an contract whereby sole or partly use is made of one
or more techniques for distance communication within the framework
of a system organized by the trader for the distance sale of
products and/or services, up to and including the moment that the
contract is concluded;
Classification of B2C E-commerce
The following classification in Table 1 provides an overview of
areas and sectors included in EMSEC.
Online purchases of the following items are excluded from EMSEC:
Transactions between private
individuals/consumers (C2C) such as auctions and marketplaces
and between businesses (B2B)
Online gambling and gaming Car and motor vehicles Houses and
real estate Utilities (e.g. water, heating, electricity) Mortgages,
loans, credit cards, overdrafts Savings accounts, funds, stocks
& shares, bonds.
B2C e-commerce therefore includes all online transactions
between businesses and consumers using desktop computers, laptops,
tablets, smartphones, point-of-sales and smart-wearibles, such as
webshop, physical store (online instore), e-mail, QR-code,
catalogue, etc. B2C e-commerce includes Value Added Tax (VAT) or
other sales tax, delivery costs and Apps, but exclude returns.
Ecommerce Europe www.ecommerce-europe.eu Page 116
-
Event Tickets
Event Tickets
Tickets for concerts and festivals
Tickets for cinema and theater
Tickets for zoos and amusement parks
Tickets for museums
Tickets for sport matches
European Measurement Standard for E-commerceEMSEC
Ecommerce Europe www.ecommerce-europe.eu
Fashion
Clothing Shoes & Personal lifestyle
Underwear & Upperwear Shoes
Children's wearJewellery, Bijoux, Watches & others fashion
accessories (e.g. sunglasses)
Swimwear & Sportswear
Nightwear & legwear Bags, wallets, suitcases
Electronics
Consumer Electronics Information Technology (IT) Household
Electronics
Photo-equipment IT hardware (pc's, laptops, tablets etc.)
MDA: air-conditioning, dishwashers, wash machines and other
white goods
Audio-equipment Computer Software
TV/video-equipment Music- instruments
Car - electronics (navigation, audio etc.)
USB-sticks, DVD/CD-recordable, ink cartridges, computer
accessories
SDA: equipment forpersonal care, homecomfort,
kitchenappliances
Food/Nearfood/Health
Food/Nearfood Health & Beauty
Food & Beverages Personal care & Hygiene
Fresh produce Baby care
Packaged consumer goods Perfume
Detergents/household cleaning OTC
Animal feed
Tobacco
Sports & Recreation
Sport & Recreation
Sports hardware (e.g. football, tennis rackets)
Bicycles & accessories
Articles for camping and recreation
Toys
Toys
Indoor and outdoor toys
Page 117
-
European Measurement Standard for E-commerceEMSEC
Ecommerce Europe www.ecommerce-europe.eu
Travel
Package Travel Flight Tickets & Accommodations
Package travel Flight Tickets
Private Transport if booked through a tour operator
Hotel stays
Apartment/bungalow/camping site
-> all of the above not booked in combination with other
travel-parts
Media & Entertainment
Media & Entertainment
Music (physical, download & streaming)/Spotify based on new
subscriptions
Video (DVD, blue-ray, downloads)
Games hardware & games software
Books & e-books
Apps
New subscriptions newspapers ands magazines (no single copy
sales)
Telecom
Telecom
Smartphones, mobile phones & Phone devices
Telefax and answering machines
Headsets & Accessoires (mobile) phones
Prepaid cards and tariffs of new phone subscriptions
Insurances
New indemnity, Life and Health Insurances
Liability insuranceCar insuranceFire and theft insurance
ANW-gap insurance (insurance for receiving a payment in addition
to a survivor's allowance)
Health Insurance BaseHealth insurance -additional
Bike/caravan/motorbike/ scooter insurance
Annuity insurancepension
Disability insurance entrepreneurs
Accident insuranceBoat insurance
Life insuranceFuneral insurance
Disability insurance -private
Legal assistance insuranceHome insurance
Endowment insurance based on savings
Mortgage related disability insurance
Travel insurance (continuous/annual + short-term) Insurance
package
Endowment insurance based on investments
Mixed insurance (=endowment insurance + life insurance)
Others
Services Products
Dating based on new subscriptions
Cars and parts
Articles for animals
Other Services Flowers & Plants
Optician (excl. sunglasses, hearing-aid)
Adult
Page 118
-
DefinitionsDefinitions related to internet, e-commerce and
online retailing
Broadband access: the availability of broadband is measured by
the percentage of households that are connectable to an exchange
that has been converted to support DSL-technology, to a cable
network upgraded for Internet traffic, or to other broadband
technologies. It includes fixed and mobile connections (source:
Eurostat)
Cross-border e-commerce: percentage of e-commerce purchased at
foreign sites
E-commerce (or electronic commerce), a subset of e-business, is
any B2C contract on the sale of products or services fully or
partly concluded by a technique for distance communication.
E-commerce GDP: total amount of goods and services online
divided by the total Gross Domestic Product (GDP).
Economic Freedom Index: the Index of Economic Freedom is an
annual guide published by The Wall Street Journal and The Heritage
Foundation, Washington's No. 1 think tank. For over a decade, The
Wall Street Journal and The Heritage Foundation have tracked the
march of economic freedom around the world with the influential
Index of Economic Freedom.
E-households: amount of households that uses the Internet for
personal gain.
E-household expenditure: expenditure per household that bought
goods or services in the past year.
European Measurement Standard for E-commerce (EMSEC): aims to
provide guidelines to measure and monitor B2C e-commerce in order
to enable all European countries to provide data with respect to
the penetration of B2C ecommerce in a standardised way.
E-services (or electronic services) are defined as: Deeds,
efforts or performances whose delivery is mediated by information
technology. Such e-service includes the service element of
e-retailing, customer support, and service delivery. This
definition reflects three main components- service providers,
service receiver and the channels of service delivery (i.e.,
technology). (Jennifer Rowley, Professor Information and
Communications, Manchester Metropolitan University, UK)
Inactive online population: users that have access to the
Internet but have not (yet) purchased goods or services online in
the past year.
Ecommerce Europe www.ecommerce-europe.eu Page 119
-
DefinitionsDefinitions related to internet, e-commerce and
online retailing
Logistics Performance Index (LPI): The Logistics Performance
Index (LPI) measures the logistics "friendliness" of 155 countries.
It helps countries identify the challenges and opportunities they
face in their trade logistics performance and what they can do to
improve, The Index is developed by the World Bank, is based on a
worldwide survey of operators on the ground such as global freight
forwarders and express carriers .
Mobile commerce (or m-commerce, mCommerce) is the ability to
conduct commerce, using a mobile device e.g. a mobile phone, a PDA,
a smart phone, a tablet or other (emerging) mobile equipment.
Mobile subscriptions: mobile cellular telephone subscriptions
are subscriptions to a public mobile telephone service using
cellular technology, which provide access to the public switched
telephone network. Post-paid and prepaid subscriptions are included
(source: Eurostat)
Online buyer (or e-shopper, e-buyer) is defined as an individual
who regularly bought or ordered goods or services over the
internet.
Online expenditure: spent per user who purchased goods or
services online.
Online Retail (or e-retail, electronic retail or retailing or
even e-tailing) is the selling of retail goods and services on the
Internet. In the limited sense of the word, sectors such as online
leisure travel, event tickets, downloading music or software are
not included. Online-only retail shops are often referred to as
pure players.
Penetration levels: the percentage of a population using the
internet, mobile, smartphone and tablet devices.
Retail sales are defined as the selling of mainly goods from
businesses to individuals from a traditional or so-called
bricks-and-mortar shop.
The Ease of Doing Business Index is developed by the World Bank,
averages the country's percentile rankings on 9 topics, made up of
a variety of indicators, giving equal weight to each topic. The
rankings for all economies are benchmarked to June 2010. The Index
covers 185 countries.
Ecommerce Europe www.ecommerce-europe.eu Page 120
-
Methodology , Acknowledgements and Sources
This report could only be realized by consulting a greatmany
sources, available in the various countries andregions in Europe
and around the globe. The wide variety of sources include public
domain publications, blogs, websites, industry and financial
specialist publications, regional and local news, annual reports,
press releases, etc. etc. Sometimes the information sourced are
contradictory. Sometimes different figures and data were given by
different sources within the same country, f.e. due to different
definitions. In our reports and country profiles we have mentioned
different sources, definitions and the different outcomes of such
reports, studies and interpretations. This report is meant solely
for use by the recipient and is not for circulation. This report is
based on information thatwe consider reliable, but we cannot vouch
for its being accurate or complete, nor should it be relied upon as
such. Opinions expressed are our current opinions as of the date of
this report.
The sources consulted include, but are not limited to:
(Inter)national Associations Ecommerce Europe Distansehandel
Norge (Norway) FDIH (Denmark) KAUPPA (Finland) SDH (Sweden)
Corporate sources A.T. Kearney Deloitte Facebook Forrester GfK
Google Hybris Innopay Planet Retail SaleSupply Social Bakers
Twitter TNS NIPPO VDFR VAT Management
Publications eMarketer E-commercefacts.com Eurostat Internet
Retailing
Other sources Digital Hub Development Agency
(DHDA) European Commission Eurostat European Central Bank (ECB)
European Banking Association (EBA
Clearing) International Monetary Fund (IMF) International
Telecommunications
Union (ITU) Internetworldstats National Statistics offices The
Heritage Foundation United Nations (UN) CIA: World Factbook World
Economic Forum
Ecommerce Europe www.ecommerce-europe.eu Page 121
-
About the authorsQuestions? Feel free to contact our
researcher
Jorij Abraham, Director Research & Advice
Jorij Abraham (1972) has been part of the international
e-commerce community since 1997. He has been manager e-commerce at
Bijenkorf, TUI and Sanoma Media and Director of Consulting as
Unic
Since 2013 he is Director of Research & Advise at Ecommerce
Europe. He is also director of the eCommerce Foundation, a research
institute offering practical ecommerce research and benchmark
services.
Aad Weening, Advisor International eCommerce
Aad Weening (1941) has been involved in distance selling and
retail practically all his working life. From 1966 until 1979 he
offered legal and economic advice as well as lobbying services.
From 1979 he managed the Dutch Mail Order Association (today
Thuiswinkel.org), first in the Netherlands first, later on a
European level. Between 1993 and 2006 he served as Secretary
General of the European Distance Selling Trade Association (EMOTA).
Currently Weening is Senior Advisor at Ecommerce Europe.
Bert Nagelvoort, Senior Researcher
Bert Nagelvoort (1977) has been working for Ecommerce Europe
since 2014. He is involved in international e-commerce and develops
the Ecommerce Europe reports. He studied Business Administration at
the Radboud University Nijmegen and has a great interest in the
international (digital) economy.
Previously, Bert has worked as Projectmanager / Consultant in
the financial services.
Janine Nthlichs, Editor
Janine Nthlichs (1982) is the editor-in-chief of the
international e-commerce news site E-commercefacts.com. Throughout
the past years, she has worked on various e-commerce related
publications and events, including the European Cross-Border Round
Tables and the Global E-Commerce Summit; and is a regular jury
member of the Cross-Border E-Commerce Awards at the Global
E-Commerce Summit in Barcelona.
Previously, Janine has worked for Kantar Media in Paris. Having
studied in the Netherlands and Hungary.
Ecommerce Europe www.ecommerce-europe.eu Page 122
-
Europe 2012 Key data at a glance
West 158,bn + 18,0%
Central 76,3 bn + 20,5%
South 32,4 bn + 29,3%
North 28,5 bn + 15,1%
East 13,6 bn + 33,0% Total B2C Ecommerce of goods &
services
48%
64%
100%820 millionpeople live in Europe
529 millionpeople use the internet
250 millionpeople are e-shoppers
5%Estimated shareof online retailin total retail
350 million social media users
16,0 trn GDP 2012
1
3
Top 5 e-commerce countries in turnover (EURO million)
1 United Kingdom 96.1932 Germany 50.0003 France 45.0004 Hungary
12.9695 Russia 10.302
Ecommerce Europe 2013
www.ecommerce-europe.eu
info: [email protected]
Figures and data in compliance with GfK
In cooperation with Salesupply and Hybris
Top 5 emerging countries in % growth
1 Turkey 75%2 Austria 61%3 Ukraine 41%4 Hungary 35%5 Romania
33%
2
550.000estimated online business
2, ,jobs directly or indirectly via e-commerce
3,5 billionnumber of parcels annually (e)
Europe 312 bn +19%EU28 277 bn +18%
3,5% Contribution Internet
Economy to GDP
5,5%(17bn)
Estimated
M-commerce
-
Central Europe B2C EcommerceColophon
National Associations:
Ecommerce Europe Rue Trves 59-61B-1040 Brussels - Belgium Tel:
+32 (0) 2 502 31 34
Website: www.ecommerce-europe.euContact us at:
[email protected] For reports: [email protected]
Twitter: @Ecommerce_eu
Powered by:
Ecommerce Europe www.ecommerce-europe.eu Page 124