Scandinavia B2C E-Commerce Report 2011

yStats.com GmbH & Co. KG, November 2011, Pages: 166

Scandinavian countries leading in online sector

In its latest “Scandinavia B2C E-Commerce Report 2011” Hamburg-based market research firm yStats.com provides a comprehensive analysis of B2C E-Commerce in Scandinavia. In addition to revenues and competitors, the report also covers internet users and online customers. Included in the survey are Sweden, Norway, Finland and Denmark.

Internet penetration is very high in Scandinavia compared to the EU average, the same goes for the percentage of online customers. The most popular categories are travel and consumer electronics. In general, the structures of the markets appear to be very similar in all four countries.

Online purchases very popular in Sweden

Sweden is one of the leading countries worldwide when it comes to internet use. Despite the high rate of internet penetration, there is still further potential for growth. In 2010, as much as 90 % of the Swedish population used the internet. Furthermore, almost 70 % of the Swedes searched for information on a search engine prior to making online purchases. Growth in B2C E-Commerce revenue is expected to reach slightly under 10 % in 2011.

According to the “Sweden B2C E-Commerce Report 2011” by yStats in 2010 the leading product categories in B2C E-Commerce were “travel,” “consumer electronics,” “fashion and shoes” as well as “media/entertainment.” The most popular online shops with Swedish customers were Adlibris (books), Cdon (books and other media), Ellos (fashion) und H&M (fashion).

Norway takes the lead in Europe in terms of internet use

More than 90 % of all households in Norway have had access to the internet in 2011 and also access to mobile broadband is becoming more and more commonplace. The “Scandinavia B2C E-Commerce Report 2011” by yStats.com shows that almost 20 % of the Norwegian population accessed the internet in 2010 via their mobile phones, which exceeds the EU average by far. In addition, more than 60 % of all Norwegian online customers made at least one purchase abroad, which is higher than the Scandinavian average.

B2C E-Commerce revenue recorded double digit growth in 2010. The leading product categories were“consumer electronics” “travel,” and “media/entertainment.” The percentage of internet users amounted to nearly 95 % of the entire population in 2010. Based on unique visitor numbers consumer electronics shops Elkjop.no and Komplett.no were leading in E-Commerce – followed by online bookshop Bokklubben.no.

Vehicles - popular category for online purchases in Finland

Online shoppers in Finland made only approximately five online purchases within six months in 2010 – less often than in other Scandinavian countries. “Tourism and travel,” “consumer electronics” and “vehicles” were the categories with the highest B2C E-Commerce revenues. According to yStats.com the number of internet users reached almost 5 million in 2010. In addition, almost 60 % of the population purchased online, which is by far above the EU average. Leading competitors include consumer electronics shops Hobby Hall and NetAnttila and online fashion retailer Shop Ellos.
Online costumers particularly active in Denmark

In Denmark credit card payments were the most popular payment method in distance selling (including B2C E-Commerce). In 2010, more than 80 % of all Danish online customers used a search engine to find information prior to ordering. The “Scandinavia B2C E-Commerce Report 2011” by yStats.com shows that in Denmark online customers made on average seven purchases in 2010 within a period of six months – more than in any other Scandinavian country. “Travel,” “consumer electronics” and “media/entertainment” raked as the leading product categories. The number of internet users totalled nearly 5 million in 2010. According to Danish customers the leading B2C E-Commerce competitors are DSB (ticket sales), Amazon (generalist) and Billetnet (ticket sales). Overall, the market is shared by many small retailers.

Key Findings

- Sweden was the leading Scandinavian country in terms of Internet users in May 2011, reaching more than 6 million. However, Norway was ahead of the other countries in terms of average hours per visitor.

- In 2010, Denmark was the leading Nordic country in terms of the average number of online purchases, followed by Norway, Sweden and Finland.

- Denmark accounted for the highest share of online shoppers who informed themselves using a search engine before making a purchase in 2010, followed by Finland, Sweden and Norway.

- “Books/Magazines/E-learning Material” and “Clothes, Sports Goods” were the leading product categories in Sweden. In Norway, “Travel and Holiday Accommodation” was leading”, while in Finland, the leading product category in B2C E-Commerce was “Clothes, Sports Goods”. Furthermore, the favorite product category among online consumers in Denmark was “Tickets for Events” in 2010.

- Fashion online retailer Ellos is active in all Scandinavian countries, and is especially leading in Sweden and Finland. Furthermore, consumer electronics retailers such as Elkjop and Komplett are very popular among Scandinavian online shoppers.

About these Reports:

- These market reports inform top managers about recent market trends and assist with strategic company decisions

- The authors provides secondary market research: By using various sources of information we ensure maximum objectivity for all obtained data. As a result companies get a precise and unbiased impression of the market situation.

- The analyses, statistical reports and forecasts are only based on reliable sources including national and international statistical offices, industry and trade associations, business reports, business and company databases, journals, company registries and news portals.

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SWEDEN B2C E-COMMERCE REPORT 2011

1. Management Summary

2. Trends
- Internet and B2C E-Commerce Trends in Sweden
- Activities of the Swedish Population on the Internet within 3 Months, in %, 2010
- Steps taken before making a Purchase online in the Nordic Region, in %, 2010
- Average Number of Purchases in Nordic Countries, 6 Months to Q3 2010
- Consumers' Drivers to B2CE-Commerce in Sweden, in %, Q3 2010
- Sources of B2C E-Commerce Product Information for Consumers in Sweden, in %, Q2 2011
- Share of Online Shoppers bought from Abroad in Nordic Countries, in %, 2010
- Home Shopping (incl. E-Commerce) Payment Methods in the Nordic Region, in % of Home Shoppers, 2010
- Broadband Trends in Sweden

3. Sales
- B2C E-Commerce Sales in Sweden, in SEK billion, 2003-2011f
- Average total Online Spending per capita in Nordic Countries, in EUR, Q3 2010

4. Shares
- Share of B2C E-Commerce on total Retail Sales in Sweden, in %, 2005-2011f

5. Products
- Types of Goods and Services bought Online in Sweden, by Age Groups, in %, 2010
- B2C E-Commerce Sales of selected Product Categories in Sweden, in SEK billion, 2010
- Growth of selected B2C E-Commerce Product Categories in Sweden, in %, Q2 2011 vs. Q2 2010
- B2C E-Commerce per Product Category in Sweden, in %, Q3 2010
- Share of Swedish Consumers who expect to increase Consumption in selected B2C E-Commerce Product Categories, in %, Q3 2010
- Share of Products bought from Abroad (from foreign Sites) in Nordic Countries, by Category, in %, 2010

6. Users / Shoppers
- European Internet Usage by Country, ranked by total Unique Visitors, May 2011
- Individuals in Europe using the Internet, by Country, in %, 2008-2010
- Internet and Broadband Household Penetration, by Households, in %, 2008-2010
- Internet Users (millions) and Percentage of Country Population in Sweden, 2007-2010
- Percentage of Population that uses the Internet on a daily Basis in Sweden, in %, 2003-2010
- Internet Usage, by Age Groups in Sweden, in %, 2010
- Online Shoppers in Sweden, in % of Internet Users, 2000-2010
- Online Shoppers by Age Groups in Sweden, in %, 2010
- Penetration of Online Shoppers in Sweden, by Age Group and Gender, in % of Population, 2010
- Internet Users who have made Online Purchases in Nordic Countries, in %, last 6 Months to Q3 2010
- Share of Consumers who buy Goods Online in Sweden, in %, Q2 2011
- Share of Consumers who plan to shop Online in Sweden, in %, Q3 2011

7. Players
- Top 10 most popular Online Shops in Sweden, in %, October 2010
- Leading B2C E-Commerce Players in Sweden; by Unique Visitors and Audience Reach, September 2011
- 20 Swedish Online Shops, ranked by different Usability Criteria, in %, August 2011
- Facts about Adlibris.com
- Facts about Cdon.se
- Facts about Ellos.se
- News about Members.com, 2011

NORWAY B2C E-COMMERCE REPORT 2011

1. Management Summary

2. Trends
- ICT Usage in Households in Norway, Q2 2011
- Purpose and Nature of Activities on the Internet in Norway, in % of Internet Users, 3 months to Q2 2011
- Steps taken before making a Purchase online in the Nordic Region, in %, 2010
- Share of Online Shoppers bought from Abroad in Nordic Countries, in %, 2010
- Average Number of Purchases within last six Months in Nordic Countries, Q3 2010
- Home Shopping (incl. E-Commerce) Payment Methods in the Nordic Region, in % of Home Shoppers, 2010
- Consumers' Drivers to E-Commerce in Norway, in %, Q3 2010
- Households in Norway with Access to different ICT by Income, in NOK thousand, in %, Q2 2011
- Broadband Access Trends in Norway, Q2 2011
- Internet Access by various Household Categories in Norway, Q2 2011
- Mobile Internet Access Penetration in Europe, by Country, in %, 2010

3. Sales
- B2C E-Commerce Sales in Norway, in GBP billion, 2009-2010
- Average total Online Spending per Capita in Nordic Countries, in EUR, Q3 2010

4. Shares
- B2C E-Commerce Share on total Retail Sales in Norway, in %, 2009-2010

5. Products
- Types of Goods / Services bought over the Internet in Norway, in %, 12 Months to Q2 2011
- Types of Goods / Services bought over the Internet in Norway, by Gender & Age, 12 Months to Q2 2011
- B2C E-Commerce per Product Category in Norway, in %, Q3 2010
- Share of Norwegian consumers who expect to increase Consumption in selected B2C E-Commerce Product Categories, in %, Q3 2010
- Share of Products bought from Abroad in Nordic Countries, by Product Category, in %, 2010

6. Users / Shoppers
- Individuals in Europe using the Internet, by Country, in %, 2008-2010
- Internet and Broadband Household Penetration, by Households, in %, 2008-2010
- European Internet Usage by Country Ranked by Total Unique Visitors, May 2011
- Internet Users (millions) and its Percentage of Country Population in Norway, 2005, 2007 & 2010
- Frequency of Internet Usage by Gender, Age & Employment, in %, Q2 2011
- Location of Internet Usage by Gender, Age & Employment, in %, Q2 2011
- Total Broadband Subscribers in Norway, compared to Germany, USA and the OECD Average, 2006-2010
- Broadband Subscribers per 100 Inhabitants in Norway, compared to Germany, USA and the OECD Average, 2006-2010
- Broadband Subscribers in Norway, by Access Technology compared to the OECD Average in %, 2010
- Penetration of Online Shoppers in Norway, comp. to EU27 Average, in %, 2006-2010
- EU Comparison of Online Shopper Penetration, in % of Population, 2010
- Online Shoppers in Norway by Age Groups, compared to EU27 Average, in %, 2010
- Penetration of Online Shoppers, by Age Group and Gender, in % of Population, 2010
- Internet Users who have made Online Purchases in the last six Months in Nordic Countries, in %, Q3 2010

7. Players
- Leading B2C E-Commerce Players in Norway; by Unique Visitors and Audience Reach, September 2011
- Leading Online Shops in Norway, in Terms of estimated Number of Orders, January 2011
- Favorite Norwegian Online Shops according to Consumers in Norway, in %, January 2011
- The 20 cheapest Electronics Online Shops in Norway, in %, July 2011
- Facts about Elkjop.no
- Facts about Komplett.no (incl. Mpx.no)
- Facts about Bokklubben.no (incl. Bokkilden.no)

FINLAND B2C E-COMMERCE REPORT 2011

1. Management Summary

2. Trends
- B2C E-Commerce Trends in Finland, 2010/2011
- Clothing B2C E-Commerce Trends in Finland, 2010 & 2016f
- Grocery B2C E-Commerce Trends in Finland, 2010
- Home Shopping Payment Methods in the Nordic Region, in % of Home Shoppers, 2010
- Steps taken before making a Purchase online in the Nordic Region, in %, 2010
- Average Number of Purchases within last six Months in Nordic Countries, Q3 2010
- Consumers' Drivers to E-Commerce in Finland, in %, Q3 2010
- Share of Online Shoppers bought from Abroad in Nordic Countries, in %, 2010

3. Sales
- B2C E-Commerce Sales of Goods, Services and digital Content in Finland, in EUR billion, 2010
- Breakdown of B2C E-Commerce Sales in Finland, into domestic and foreign Trade, in %, 2010
- Average total Online Spending per capita in Nordic Countries, in EUR, Q3 2010

4. Shares
- B2C E-Commerce Share of Total Retail Sales in Finland, in %, 2010

5. Products
- B2C E-Commerce Sales by Product Category in Finland, in EUR million, 2010
- Breakdown of B2C E-Commerce Sales in Finland, into Goods, Services and digital Content, in %, 2010
- Types of Goods and Services bought online in Finland, in %, 2010
- Types of Goods and Services bought online in Finland, by Age Groups, in %, 2010
- B2C E-Commerce per Product Category in Finland, in %, Q3 2010
- Share of Finnish Consumers who expect to increase Consumption in selected B2C E-Commerce Product Categories, in %, Q3 2010
- Share of products bought from Abroad in Nordic Countries, in %, 2010

6. Users / Shoppers
- European Internet Usage by Country Ranked by Total Unique Visitors, May 2011
- Individuals in Europe using the Internet, by Country, in %, 2008-2010
- Internet and Broadband Household Penetration, by Households, in %, 2008-2010
- Internet Users (millions) and Penetration, in % of total Population, 2005-2010
- Internet Activities in Finland, by Age Groups and Gender, in % of Population, October 2010
- Internet Users in Finland by Age Groups, in %, previous 3 months to October 2011
- Broadband Subscribers in Finland, by Access Technology compared to the OECD Average in %, 2010
- Online Shoppers in Finland by Age Groups, in %, 2010
- Penetration of Online Shoppers in Finland, by Age Group and Gender, in % of Population, 2010
- Share of Online Shoppers in Finland, compared to the EU27 Average, in %, 2005-2010
- EU Comparison of Online Shopper Penetration, in % of Population, 2010
- Internet Users who have made Online Purchases in the last six Months in Nordic Countries, in %, Q3 2010

7. Players
- Leading B2C E-Commerce Players in Finland; by Unique Visitors and Audience Reach, September 2011
- Facts about Hobbyhall.fi
- Facts about Netanttila.com
- Facts about Ellos.fi
- News about eBay.fi

DENMARK B2C E-COMMERCE REPORT 2011

1. Management Summary

2. Trends
- B2C E-Commerce Trends in Denmark, 2011
- Steps taken before making a Purchase online in the Nordic Region, in %, 2010
- Share of Online Shoppers who bought from Abroad in Nordic Countries, in %, 2010
- Average Number of Purchases within last six Months in Nordic Countries, Q3 2010
- Consumers' Drivers to B2C E-Commerce in Denmark, in %, Q3 2010
- Most popular Payment Methods in B2C E-Commerce in Denmark, in %, Q3 2011
- Home Shopping Payment Methods in the Nordic Region, in % of Home Shoppers, 2010
- Mobile Internet Access Penetration in Europe, by Country, in %, 2010

3. Sales
- B2C E-Commerce Sales in Denmark, in DKK billion, 2010 & 2011f
- Average total Online Spending per Capita in Nordic Countries, in EUR, Q3 2010

4. Shares
- Share of B2C E-Commerce on total Retail Sales, in %, 2010 & 2011f

5. Products
- B2C E-commerce by Product and Region, in % of Internet Shoppers,12 Months to September 2011
- B2C E-Commerce per Product Category in Denmark, in %, Q3 2010
- Share of Danish consumers who expect to increase Consumption in selected Product Categories, in %, Q3 2010
- The most popular Product Categories in B2C E-Commerce in Denmark, in %, Q3 2011
- Share of Products bought from Abroad in Nordic Countries, by Category, in %, 2010

6. Users / Shoppers
- European Internet Usage by Country, ranked by Total Unique Visitors, May 2011
- Individuals in Europe using the Internet, by Country, in %, 2008-2010
- Internet and Broadband Household Penetration, by Households, in %, 2008-2010
- Internet Users (millions) and Percentage of Country Population in Denmark, 2008-2010
- Total Broadband Subscribers in Denmark, compared to Germany, USA and the OECD, 2006-2010
- Location of Internet Usage by Gender, Age & Employment, in %, Q2 2011
- Total Broadband Subscribers in Norway, compared to Germany, USA and the OECD Average, 2006-2010
- Total Broadband Subscribers per 100 Inhabitants in Denmark, compared to Germany, USA and the OECD Average, 2004-2010
- Broadband Subscribers in Denmark, by Access Technology compared to the OECD Average in %, 2010
- Penetration of Internet Shoppers in Denmark, comp. to EU27 Average, in %, 2006-2010
- EU Comparison of Online Shopper Penetration, in % of Population, 2010
- Online Shoppers in Denmark by Age Groups, compared to EU27 Average, in %, 2010
- Penetration of Online Shoppers, by Age Group and Gender, in % of Population, 2010
- Frequency of Shopping Online among Online Shoppers in Denmark, in %, Q3 2010 & Q3 2011
- Internet Users who have made Online Purchases in Nordic Countries, in %, last 6 Months to Q3 2010

7. Players
- Most popular Online Shops in Denmark, in %, Q3 2011
- Leading B2C E-Commerce Players in Denmark; by Unique Visitors and Audience Reach, September 2011
- Facts about Elgiganten.dk
- Facts about Bilka.dk
- Facts about Nettorvet.dk / Coop.dk
- Facts about Billetnet.dk
- Facts about Saxo.com

- Adlibris
- Cdon
- Ellos
- H&M
- Tradera
- Bokus
- Inkclub
- Ginza
- Dustin
- Netonnet
- Saxo
- Elkjop
- Komplett
- Bokklubben
- Hobby Hall
- Net Anttila
- Norwegian
- NSB
- Coop Nettorvet
- Bilka
- El Giganten
- Telmore
- Itunes
- Billetnet
- Amazon
- DSB

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