Europe B2C E-Commerce Report 2011

yStats.com GmbH & Co. KG, December 2011, Pages: 151

B2C E-Commerce continues its upward trend in Europe

The latest “Europe B2C E-Commerce Report 2011” presented by Hamburg-based market research firm yStats.com provides a detailed overview of B2C E-Commerce in Europe. The analysis features 35 countries from Central, Western and Eastern Europe and Scandinavia. It includes trends and revenue figures, along with product categories and competitors in European B2C E-Commerce.

The highest overall B2C E-Commerce revenue in 2010 was reported in the UK, followed by Germany, France, Spain and Italy. Furthermore, the number of online shoppers in Europe is predicted to surpass 200 million by 2015. In terms of the share of internet users on the total population, Norway came in first, followed by the Netherlands, Denmark and Finland.

Germany has the highest number of internet users in Central Europe

By the end of 2010, Germany’s online population was the largest in the entire EU counting more than 50 million internet users. “Fashion and sporting goods” was the most popular B2C E-Commerce category, followed by the categories “Books, magazines and e-learning material” and “Film and music”. According to the “Europe B2C E-Commerce Report 2011” by yStats.com in 2011, almost three quarters of the population in Austria used the internet at home. Furthermore, differences regarding internet access between rural and urban areas are diminishing. In the category group shopping in Austria, Groupon.at and DailyDeal.at were leading in June 2011. In Switzerland, Amazon – followed by La Redoute and Weltbild – was the leading competitor in B2C E-Commerce in terms of unique visitor figures.

Fashion and travel arrangements - most popular categories in Western Europe

Online revenue for fashion items continues to increase in the UK, also due to the growing importance of social media. In 2010, almost half of all individuals aged 25-34 purchased products online in the category “clothes and sports goods”. The “Europe B2C E-Commerce Report 2011” by yStats.com shows that in France in the first quarter of 2011 eBay, Amazon, Cdiscount and PriceMinister were the leading competitors in B2C E-Commerce measured by internet traffic. In Belgium in May 2011, French retailer La Redoute ranked first measured by monthly unique visitor numbers, followed by 3 Suisses. Internet penetration is still relatively low in Spain and broadband access is less available than in most other Western European countries.

B2C E-Commerce still faces barriers in Eastern Europe

In Poland, the most popular product categories are “Clothes and sporting goods” and “Household goods”. When it comes to online revenue, Allegro.pl, Neo24.pl and Electro.pl top the ranking. In Russia, online food retailer Utkonos.ru generated the highest online revenue in 2010, followed by generalist Ozon.ru, which has built up its own delivery network. In the Czech Republic, almost two thirds of all online shoppers believe that shopping goods online is cheaper than at traditional outlets. Furthermore, the number of online shoppers and total spending continue to increase. The biggest hurdle in Czech E-Commerce is long delivery times. As shown in the yStats.com “Europe B2C E-Commerce Report 2011” the low internet penetration rate and limited online payment options curb growth in Hungary. There, the leading competitor in terms of unique visitor numbers is Bookline.hu, followed by Edigital.hu and Libri.hu. In Slovakia, in 2010 “Fashion and sporting goods” and “Household goods” were the most popular B2C E-Commerce categories.

Event tickets – popular category in Scandinavia

In Sweden, approximately 40 % of all individuals aged 25 to 34 purchased books and magazines online. As a result, online book retailer Adlibris was one of the most popular B2C E-Commerce competitors in 2010, followed by Cdon, Ellos and H & M. In Denmark, event tickets, accommodation and other travel arrangements rank among the leading product categories. Group shopping is another important trend – Groupon planned to launch a Danish site in September 2011. In Finland, goods accounted for less than half of all B2C E-Commerce revenue in 2010. In 2011, in Norway, more than 90 % of all households had access to the internet and frequency of mobile internet use continues to grow. In line with this trend, online shopping is gaining in popularity.

Key Findings

Total Europe:

The highest overall B2C E-Commerce revenue in 2010 was reported in the UK, followed by Germany, France, Spain and Italy.

Central Europe:

By the end of 2010, Germany‘s online population was the largest in the entire EU counting more than 50 million Internet users. “Clothes and Sports Goods“ was the most popular B2C E-Commerce category, followed by the categories “Books, Magazines and E-Learning Material“ and “Film and Music“.

Western Europe:

Online revenue for fashion items continus to increase in the UK, also due to the growing importance of social media. In 2010, almost half the individuals aged 25-34 purchased products online in the category “Clothes and Sports Goods“.

Eastern Europe:

In Eastern Europe, B2C E-Commerce still faces barriers. Low internet penetration rate and limited online payment options curb B2C E-Commerce growth in Hungary. There, the leading competitor in terms of unique visitor numbers is Bookline.hu, followed by Edigital.hu and Libri.hu.

Scandinavia:

In Denmark, event tickets, accommodation and other travel arrangements rank among the leading product categories. Group shopping is another important trend - Groupon planned to launch a Danish site in September 2011."

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1. Management Summary

2. Europe: Regional

- Western Europe: B2C E-Commerce Sales, by Country, in USD billion, 2010-2015f
- Western Europe: B2C E-Commerce Sales, in EUR billion, 2009-2011f
- Western Europe: Number of Online Shoppers, in millions, 2010 & 2015f
- Western Europe: Online Shopper Penetration by Country, in % of Population, 2010
- Western Europe: Average Online Expenditure per Online Shopper, in EUR, 2010
- Europe: Individuals using the Internet, by Country, in %, 2008-2010
- Europe: Internet and Broadband Household Penetration by Country, in %, 2008-2010
- Europe: Online Shopper Penetration by Country, in % of Population, 2010
- Europe: Internet Usage by Country, ranked by total Unique Visitors, May 2011
- Europe: Mobile Internet Access Penetration, by Country, in %, 2010

3. Central Europe

3.1. Germany (Top Country)

- Internet Usage Trends, 2010/2011
- M-Commerce Sales Outlook, in EUR billion, 2014f
- B2C E-Commerce Sales of Goods, in EUR billion, 2006-2011f
- Types of Goods and Services bought online, in %, 2010
- Most popular Online Shopping Websites, by Number of Online Shoppers, 2010

3.2. Austria

- Internet Usage Trends, 2011; incl. Usage at Home, in %, 2001, 2006 & 2011
- B2C E-Commerce Sales (estimated), in EUR billion, 2011
- Types of Goods and Services bought online, in % of Internet Users, 2010
- News about Group Shopping Sites Groupon and DailyDeal, 2011; incl. Unique Visitors, June 2011

3.3. Switzerland

- B2C E-Commerce Trends, 2010; incl. Growth of Sales by Category, in %, 2010
- B2C E-Commerce, Distance and Retail (2006-2010) Sales, in CHF billion, 2009-2010
- Types of Goods and Services Consumers planned to buy online, in %, April-September 2010
- Leading B2C E-Commerce Players; by Unique Visitors (Users) and Audience Reach, June 2011

4. Western Europe

4.1. UK (Top Country)

- Multichannel and B2C E-Commerce Trends, 2010
- Online Fashion Sales Trends, 2011
- B2C E-Commerce Sales, in GBP billion, 2002-2010 & 2014f
- Types of Goods and Services bought online, by Age Groups, in % of Individuals, 2010
- Top 5 E-Commerce Websites, ranked by Unique Visitors, January 2011

4.2. France (Top Country)

- B2C E-Commerce Trends, 2010
- B2C E-Commerce Sales, in EUR billion, 2006-2012f
- Types of Goods and Services bought online, in % of Internet Users, 2010
- Top 15 E-Commerce Websites, ranked by Unique Visitors, 1st Quarter 2011

4.3. Belgium

- B2C E-Commerce Trends, 2010
- B2C E-Commerce Sales, in EUR billion, 2006-2010f
- Types of Goods and Services bought online, by Age Groups, in %, 2010
- Leading B2C E-Commerce Players; by Unique Visitors and Audience Reach, May 2011

4.4. Iceland

- Internet Users, in thousands and in % of the Population, 2005, 2006 & 2010
- Goods and Services purchased over the Internet, in %, 2011

4.5. Ireland

- B2C E-Commerce Sales, in EUR billion, 2009-2010
- Share of Product Categories offered by B2C E-Commerce Companies, in %, March 2011

4.6. Italy

- B2C E-Commerce Trends, 2010/2011
- B2C E-Commerce Sales, in EUR billion, 2006-2010
- Leading B2C E-Commerce Product Categories, in % of Online Shoppers, 2010
- Leading B2C E-Commerce Players, ranked by estimated Online Sales, in EUR million, 2010

4.7. Luxembourg

- Internet Users, in thousands and in % of the Population, 2006-2010

4.8. Netherlands

- B2C E-Commerce Shopper Trends, 2010
- B2C E-Commerce Sales, in EUR billion, 2006-2010
- Types of Goods and Services bought online, by Age Groups, in %, 2010
- Leading B2C E-Commerce Players; by Unique Visitors and Audience Reach, May 2011

4.9. Portugal

- Online Shoppers, in % of the Population, 2002-2011
- Online Shoppers by Gender and Age, in % of the Population, 2011
- Types of Goods and Services bought online, in %, 2010

4.10. Spain

- Internet Usage Trends, 2010
- B2C E-Commerce Sales, in EUR billion, 2007-2010
- Goods and Services purchased on the Internet, in % of Internet Shoppers, 2010
- Leading B2C E-Commerce Players; by Unique Visitors (Users) and Audience Reach, May 2011

5. Eastern Europe

5.1. Albania

- Internet Users, in millions and in % of the Population, 2007, 2009 & 2010

5.2. Bosnia-Herzegovina

- Development of Internet Users (millions) and its Percentage of Country Population 2006, 2007 & 2010

5.3. Bulgaria

- Development of Internet Users (millions) and its Percentage of Country Population 2006 & 2010
- Online Activities of Internet Users, in % of Individuals, 2010
- Online Shoppers by Age Groups, in %, 2010

5.4. Croatia

- Online Activities of Internet Users, in % of Individuals, 2010
- Major Product Categories in B2C E-Commerce, in % of Individuals, 2010
- Online Shoppers by Age Groups, in %, 2010

5.5. Czech Republic

- B2C E-Commerce Trends, 2010
- B2C E-Commerce Sales, in CZK billion, 2006-2010
- Types of Goods ordered online, in % of Online Shoppers Age 16+, 12 Months to Q2 2010
- Top E-Commerce Sites (incl. Auctions & Market Places), by monthly Visitors, August 2010

5.6. Estonia

- Online Activities of Internet Users, in % of Individuals, 2010
- Major Product Categories in B2C E-Commerce, in % of Individuals, 2010
- Top 3 Online Shops, by Percentage of Shoppers that use the Shop most often, in %, 2009

5.7. Greece

- Online Activities of Internet Users, in % of Individuals, 2010
- B2C E-Commerce Sales, in EUR billion, 2009 & 2010
- B2C E-Commerce Product Categories, in % of Online Shoppers, 2010

5.8. Hungary

- B2C E-Commerce Trends, 2010
- B2C E-Commerce Sales, in HUF billion, 2005-2011f
- Most popular Product Categories in B2C E-Commerce, in %, 2010
- Leading B2C E-Commerce Players; by Unique Visitors and Audience Reach, July 2011
- Monthly Turnover of leading Group Shopping Sites, in HUF million, May 2011

5.9. Latvia

- Online Activities of Internet Users, in % of Individuals, 2010
- Major Product Categories in B2C E-Commerce, in % of Individuals, 2010

5.10. Lithuania

- Online Activities of Internet Users, in % of Individuals, 2010
- Major Product Categories in B2C E-Commerce, in % of Individuals, 2010

5.11. Macedonia

- Online Activities of Internet Users, in % of Individuals, 2010
- Share of Online Shoppers on the total Population, in %, 2008-2010

5.12. Poland

- B2C E-Commerce Sales Trends
- B2C E-Commerce Sales, in PLN billion, 2001-2010
- Most popular Product Categories in B2C E-Commerce, in %, 2010
- Leading B2C E-Commerce Sites, ranked by B2C E-Commerce Sales, in PLN million, 2010

5.13. Romania

- Online Activities of Internet Users, in % of Individuals, 2010
- Major Product Categories in B2C E-Commerce, in % of Individuals, 2010
- Online Shoppers by Age Groups, in %, 2010

5.14. Russia

- B2C E-Commerce Trends, 2011
- B2C E-Commerce Sales and Mail-Order Sales, in EUR billion, 2006-2010
- Products purchased online, in % of Online Shoppers, 2010
- Top 30 Online-Shops, ranked by B2C E-Commerce Sales, in RUB billion, 2010

5.15. Slovakia

- B2C E-Commerce Trends, 2010
- B2C E-Commerce Sales, in EUR million, 2009 & 2010
- Products purchased Online, in %, Q1 2010
- Leading B2C E-Commerce Players; by Unique Visitors and Audience Reach, July 2011

5.16. Slovenia

- Online Activities of Internet Users, in % of Individuals, 2010
- Major Product Categories in B2C E-Commerce, in % of Individuals, 2010
- Online Shoppers by Age Groups, in %, 2010

5.17. Turkey

- Internet and B2C E-Commerce Trends, 2011
- E-Commerce Sales, in TRY billion, 2006-2010
- B2C E-Commerce Product Categories, by Purchases of Online Shoppers, in %, April 2010-March 2011
- Leading B2C E-Commerce Players; by Unique Visitors and Audience Reach, September 2011

5.18. Ukraine

- B2C E-Commerce Trends, 2011
- B2C E-Commerce Sales of Goods, in UAH million, 2008-2010
- 10 most important Product Categories in B2C E-Commerce, in %, September 2010 & April 2011
- Most popular Online Shops, in % of Internet Users, April 2011

6. Scandinavia

6.1. Denmark

- B2C E-Commerce Trends, 2011
- B2C E-Commerce Sales, in DKK billion, 2010 & 2011f
- B2C E-Commerce by Product and Region, in % of Internet Shoppers,12 Months to September 2011
- Leading B2C E-Commerce Players; by Unique Visitors and Audience Reach, September 2011

6.2. Finland

- Clothing B2C E-Commerce Trends, 2010 & 2016f
- Breakdown of B2C E-Commerce Sales, into Goods, Services and digital Content, in %, 2010
- Types of Goods and Services bought online, in %, 2010
- Leading B2C E-Commerce Players; by Unique Visitors and Audience Reach, September 2011

6.3. Norway

- ICT Usage Trends in Households, Q2 2011
- B2C E-Commerce Sales, in GBP billion, 2009-2010
- Types of Goods / Services bought over the Internet, in %, 12 Months to Q2 2011
- Leading B2C E-Commerce Players; by Unique Visitors and Audience Reach, September 2011

6.4. Sweden

- Internet and B2C E-Commerce Trends
- B2C E-Commerce Sales, in SEK billion, 2003-2011f
- Types of Goods and Services bought Online, by Age Groups, in %, 2010
- Top 10 most recently used Online Shops, in %, October 2010
- Leading B2C E-Commerce Players; by Unique Visitors and Audience Reach, September 2011

- Amazon.de
- eBay.de
- Weltbild.de
- Otto.de
- Tchibo.de
- Groupon
- DailyDeal
- amazon.ch
- laredoute.ch
- weltbild.ch
- brack.ch
- exlibris.ch
- cede.ch
- microspot.ch
- fust.ch
- coopathome.ch
- melectronics.ch
- leshop.ch
- buch.ch
- Amazon
- Home Retail Group
- Apple.com
- Tesco Stores
- Play.com
- eBay
- Cdiscount
- PriceMinister
- Fnac
- Groupon
- Voyages-Sncf.com
- La Redoute
- Vente-privee.com
- Pixmania
- Carrefour
- 3 Suisses
- Rue du Commerce
- Brandalley.com
- Kiabi.com
- laredoute.be
- 3suisses.be
- neck.be
- snapstore.be
- fnac.be
- mediadis.be
- yves-rocher.be
- eci.be
- proxis.be
- e-shop.hubo.be
- coolblue.be
- MediaShopping.it
- YOOX.com
- YouBuy.it
- Dmail.it
- MediaWorld.it
- bol.com
- wehkamp.nl
- neck.nl
- otto.nl
- kijkshop.nl
- dixons.nl
- freerecordshop.nl
- mycom.nl
- dynabyte.nl
- elcorteingles.es
- privalia.com
- carrefour.es
- casadellibro.com
- zara.com
- laredoute.es
- venca.es
- store.apple.com
- shop.mango.com
- mercadona.es
- zbozi.cz
- aukro.cz
- heureka.cz
- sbazar.cz
- hyperinzerce.cz
- bazos.cz
- akcniceny.cz
- annonce.cz
- i-bazar.cz
- sprace.cz
- srovnanicen.cz
- novinky.cz|rubrika Kariera
- avizo.cz
- megainzerce.cz
- hledejceny.cz
- agentka.cz
- monitor.cz
- bonus.cz
- megaobchod.cz
- Quelle
- On24
- Antilla
- bookline.hu
- edigital.hu
- libri.hu
- alexandra.hu
- ebolt.hu
- Bonusz Brigad
- Kupon Vilag
- Napi Tipp
- Kuponuk
- QXL Poland sp. z o.o.
- Neo24.pl sp. z o.o.
- Electro.pl sp. z o.o.
- Empik sp. z o.o.
- Oponeo.pl S.A.
- Komputronik SA
- Merlin.pl SA
- Redcoon Polska sp. z o.o.
- Morele.net sp.j.
- MIX Electronics SA *
- CT Creative Team
- Agito SA
- Inwestycje Alternatywne
- Profit S.A.
- Bauer-Weltbild Media sp.
- z o.o. sp. K.
- P & M sp.j.
- PO Capital sp. z o.o. *
- Cyfrowe.pl sp. z o.o.
- Oponix.pl SA
- Agma Marek Przybyl
- Alma Market SA
- allegro.pl
- neo24.pl
- electro.pl
- empik.com
- oponeo.pl
- opony.com
- opony.pl
- motostrada.pl
- felgi.pl
- autocentrum.pl
- elektroda.pl
- komputronik.pl
- merlin.pl
- redcoon.pl
- morele.net
- zadowolenie.pl
- WapSter.pl
- agito.pl
- e-numizmatyka.pl
- kdc.pl
- electromarket.pl
- portone.pl
- cyfrowe.pl
- oponix.pl
- lazienkaplus.pl
- alma24.pl
- Utkonos.ru
- Ozon.ru
- Kupivip.ru
- Holodilnik.ru
- Pleer.ru
- Komus.ru
- Mvideo.ru
- Svyaznoy.ru
- Quelle.ru
- Otto.ru
- Eldorado.ru
- Wildberries.ru
- Laredoute.ru
- Boutique.ru
- Unt-note.ru
- Notik.ru
- Sotmarket.ru
- Exist.ru
- Euroset.ru
- Top.shop.ru
- Vasko.ru
- Citilink.ru
- Concert.ru
- Technopark.ru
- Digital.ru
- Dostavka.ru
- Club-sale.ru
- Ulmart.ru
- Fcenter.ru
- 003.ru
- rozetka.com.ua
- bonprix.ua
- sokol.ua
- 5ok.com.ua
- fotos.com.ua
- neckermann.ua
- mobilluck.com.ua
- deshevshe.net.ua
- topshop.com
- petrovka.ua
- yakaboo.ua
- ozon.ru
- amazon.com
- Elgiganten.dk
- Bilka.dk
- Nettorvet.dk
- Saxo.com
- Billetnet.dk
- Ellos.dk
- Bonaparte.dk
- Hobbyhall.fi
- Netanttilla.com
- Ellos.fi
- Verkkokauppa.com
- elkjop.no
- komplett.no
- bokklubben.no
- expert.no
- mpx.no
- netonnet.no
- Adlibris
- Cdon
- Ellos
- H&M
- Tradera
- Bokus
- Inkclub
- Ginza
- Dustin
- Netonnet
- Ellos.se
- Cdon.se
- HM.com
- Nettonet.se
- Adlibris.com

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