Woe zaal b 14.00 14.15 gfk

© 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

Join our Retail Panel and receive FREE market information!

© 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

[email protected] Retail and Technology Benelux

Improve your business with Fact-based GfK Figures!

THANK YOU