Western Europe B2C E-Commerce Market 2018

  • ID: 4618311
  • Report
  • Region: Europe, Western Europe
  • 279 pages
  • yStats GmbH & Co. KG
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New Market Trends Emerge in Western European B2C E-Commerce

FEATURED COMPANIES

  • Alibaba Group Holding Ltd
  • ASOS PLC
  • Cnova N.V.
  • eBay Inc
  • Hennes & Mauritz AB (H&M)
  • Rue du Commerce SAS
  • MORE

B2C E-Commerce in Western Europe sees new trends amid continued growth

“Western Europe B2C E-Commerce Market 2018,” provides sales data and forecasts on the 10+ nations in the Western Europe sub-region. The report includes information on developing trends such as voice command and cross-border purchases, plus omnichannel shopping.

The UK leads Western Europe in B2C E-Commerce sales
The United Kingdom has the highest B2C E-Commerce sales volume in Western Europe. While some other nations may show more rapid growth rates, Germany and France follow the UK in the top three nations in online retail sales. Overall, the online share of total retail sales in Western Europe is expected to approach 20% in the next 5 years, according to the report. 

Online shopping trends in Western Europe
M-Commerce, omnichannel and cross-border shopping, plus voice command purchases are global trends also prevalent in Western Europe. The Nordic nations are among the regional leaders in mobile shopping. The practice of webrooming and showrooming continues to grow, with some indication that the omnichannel shopping leads to higher value purchases. The report also points to Austria and Belgium as regional leaders in cross-border shopping, though the phenomenon grows in other Western European nations. The adoption of smart speakers has fomented voice command shopping, with projections of sales volume in billions of euros through this medium in the UK alone by 2022.

Amazon leads other online merchants in Western Europe
U.S.-based Amazon.com has maintained its lead in the top online retail markets of Western Europe in competition with local and Chinese E-merchants. The report cites an estimate that nearly half of all online sales in Germany is through Amazon.

Questions Answered in this Report

  • What is the projected market size of B2C E-Commerce in Western Europe in 2021?
  • How much of Western Europe's total retail sales is online?
  • What are the latest B2C E-Commerce market trends in Western Europe?
  • Which product categories are purchased by Western Europe's online shoppers the most?
  • Who are the top online retail competitors in Western Europe's top 10 markets?

Secondary Market Research

The reports are exclusively based on secondary market research. Our researchers derive information and data from a variety of reliable published sources and compile the data into understandable and easy-to-use formats.

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FEATURED COMPANIES

  • Alibaba Group Holding Ltd
  • ASOS PLC
  • Cnova N.V.
  • eBay Inc
  • Hennes & Mauritz AB (H&M)
  • Rue du Commerce SAS
  • MORE

1. Management Summary

2. Regional
Breakdown of Global Retail E-Commerce Sales by Regions, incl. Western Europe, in %, 2017
Retail E-Commerce Sales in Western Europe, in USD billion, and Share of Total Retail Sales, in %, 2016-2021f
Retail E-Commerce Sales in Western Europe, in EUR billion, and Year-on-Year Change, in %, 2018f-2021f
Retail E-Commerce Share of Total Retail Sales in Western Europe, in %, 2017 & 2023f
Top 3 Countries by B2C E-Commerce Sales in Europe, in EUR billion, 2018f
Internet Penetration in the EU, by Country, in % of Individuals, 2011 – 2017
Online Shopper Penetration in the EU, by Country, in % of Individuals, 2011 – 2017
Product Categories Purchased Online, in % of Individuals, by Belgium, Germany, France, Italy, the Netherlands, the Nordics, Spain and the UK, May 2017
Payment Methods Preferred in Online Shopping, in % of Online Shoppers, by Belgium, Germany, France, Italy, the Netherlands, the Nordics, Spain and the UK, May 2017
Breakdown of Maximum Acceptable Delivery Times, in % of Online Shoppers, by Belgium, Germany, France, Italy, the Netherlands, the Nordics, Spain and the UK, May 2017
M-Commerce Share of Retail E-Commerce Sales, by Selected Countries in Western Europe, in %, 2016 - 2021f
Cross-Border Online Shopper Penetration, by Selected Countries in Western Europe, in % of Online Shoppers, May 2018

3. UK
3.1. Trends
B2C E-Commerce Market Overview and International Comparisons, July 2018
M-Commerce Sales, in GBP billion, and M-Commerce Share of Retail E-Commerce Sales, in %, 2016 - 2021f
Click & Collect Sales, in GBP billion, 2017 & 2022f
Click & Collect Share of B2C E-Commerce Sales, in %, 2017 & 2022f
Voice E-Commerce Sales, in USD billion, 2017 & 2022f
Cross-Border Online Shopper Penetration, by Online Shoppers Buying From Other EU Countries and from the Rest of the World, in % of Online Shoppers in the UK, 2012 - 2017
Share of Consumers Who Have Abandoned a Shopping Basket, by Online and In-Store, in %, April 2018
Top 3 Product Categories by Online Checkout Abandonment Rate, in % of Consumers, April 2018
Omnichannel Behavior Penetration, by Showrooming and Webrooming, in % of Consumers, 2017
Breakdown of Satisfaction of Consumers with Receiving a Consistent Omnichannel Purchasing Experience, in % of Consumers, August 2017
3.2.  Sales & Shares
B2C E-Commerce Sales, in GBP billion, by Four Comparative Estimates, and CAGR, in %, 2016 - 2022f
B2C E-Commerce Share of Total Retail Sales, in %, 2012 - 2017
3.3.  Internet Users & Online Shoppers
Number of Internet Users, in millions, and Penetration, in % of Adults, by Frequency of Use, 2012 – 2017
Online Shopper Penetration, in % of Adults, 2012-2017
Online Shopper Penetration, in % of Adults, by Age Group and Gender, 2012 – 2017
Breakdown of Frequency of Shopping Online During a Three-Month Period, in % of Adults, by Age Group and Gender, 2017
Breakdown of Online Spending During a Three-Month Period, in GBP, in % of Adults, by Age Group and Gender, 2017
3.4.  Products
Product Categories Purchased Online, in % of Adults, Q1 2017
B2C E-Commerce Sales of Clothing, in GBP billion, 2017e & 2022f
B2C E-Commerce Sales of Groceries, in GBP billion, 2017e & 2022f
3.5.   Payment
Payment Methods Preferred in E-Commerce, in % of Online Shoppers, June 2017
3.6. Delivery
Delivery-Related Factors Increasing the Likelihood of Shopping with an Online Retailer, in % of Online Shoppers, May 2017
Breakdown of Expected Threshold to Qualify for Free Delivery, in %, May 2017
3.7. Players
Breakdown of UK Courier Parcel Market by Top 4 Players, in % of Number of Parcels, 2017e
Share of Online Shoppers Using E-Commerce Marketplaces, in %, May 2017
Top Reasons To Buy From Online Marketplaces Instead of Retailers, in % of Online Marketplace Shoppers, May 2017
Top 7 E-Commerce Marketplaces, by Known and Used, in % of Online Marketplace Shoppers, May 2017
Top 3 Retail Websites by Unique Visitors, in millions, March 2018
Top 10 Retailers by Share of Retail Spending, in %, incl. Amazon, 2017

4.  Germany 
4.1. Trends
B2C E-Commerce Market Overview and International Comparisons, July 2017
M-Commerce Sales, in USD billion, and M-Commerce Share of Retail E-Commerce Sales, in %, 2016 - 2021f
Breakdown of B2C E-Commerce Sales by Device, in %, 2016 & 2017
Devices Used for Online Shopping, in % of Online Shoppers, 2014, 2016 & 2017
Reasons for Cancelling a Purchase via Smartphone, in % of Smartphone Shoppers, 2017 
Share of Purchases Preceded by Online Research via Smartphone, in %, by Online and Offline Purchases, 2017
Breakdown of Retail Purchases by Mono-Channel and Multi-Channel Purchases, by Online Purchases, Offline Purchases and Total Purchases, 2017
Cross-Border Online Shopper Penetration, in % of Online Shoppers in Germany, May 2017
Countries Purchased From in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in Germany, May 2017
4.2.  Sales & Shares
B2C E-Commerce Sales, in EUR billion, by Five Comparative Estimates, and CAGR, in %, 2016 – 2022f
B2C E-Commerce Share of Total Retail Sales, in %, by Five Comparative Estimates, 2016 - 2022f
4.3.  Internet Users & Online Shoppers
Number of Internet Users, in millions, and Penetration, in % of Individuals, 2012 – 2017
Number of Online Shoppers, in millions, and Penetration, in % of Internet Users, 2012 – 2017
Breakdown of the Frequency of Shopping Online During a 3-Month Period, in % of Online Shoppers Who Purchased Online in the Previous 3 Months, Q1 2017
4.4. Products
Product Categories Purchased Online, in % of Online Shoppers, Q1 2016 & Q1 2017
B2C E-Commerce Product Sales, by Category, in EUR billion, 2016 & 2017
Interactive Retail Sales of Services, by Category, in EUR billion, 2016 & 2017
4.5. Payment
Payment Methods Preferred in E-Commerce, by Type of Seller Purchased From, in % of Online Shoppers, April 2018
Breakdown of B2C E-Commerce Product Sales by Payment Methods, in %, 2016 & 2017
4.6.  Delivery
Logistic Services Providers Used by Online Shops, in % of Online Shops, 2017e
Problems Encountered with Online Purchases, in % of Online Shoppers, Q1 2017
Fastest Possible Delivery Time Offered by Online Shops, in Days, in % of Online Shops, 2016 & 2017
Number of Amazon Lockers, in Units, 2017 & August 2018e
4.7.  Players
Market Share of Amazon, by Amazon.de Marketplace and Amazon.de, in %, 2017
Top 10 Online Shops, by Sales, in EUR million, 2016
Top 10 E-Commerce Platforms by Market Share, 2017/2018
Top 10 Online Retailers of Food and Groceries by Estimated Revenue Range, in EUR million, 2017e

5. France
5.1. Trends
M-Commerce Sales, in USD billion, and M-Commerce Share of Retail E-Commerce Sales, in %, 2016 - 2021f
Devices Used in Online Shopping, in % of Online Shoppers, 2016 & 2017
Cross-Border Online Shopper Penetration, in % of Online Shoppers, 2017
Top Product Categories Purchased Cross-Border in 2017 and Planned to be Purchased by Cross-Border Online Shoppers in 2018, in % of Cross-Border Online Shoppers in France, 2017
Top Destinations for Cross-Border Online Shopping Outside the EU, in % of Cross-Border Online Shoppers Who Purchased From Outside the EU, 2017
Social Media Usage Related To Online Shopping, in % of Online Shoppers Who Use Social Media, January 2017
Shopping-Related Purposes of Voice Command Usage, in % of Online Shoppers, 2017
Interest Towards Virtual Personal Assistant Systems For Online Shopping, in % Online Shoppers, 2017
5.2.  Sales & Shares
B2C E-Commerce Sales, in EUR billion, 2016 - 2019f
B2C E-Commerce Share of Total Retail Sales, in %, 2017
E-Commerce Share of Total Retail Sales, in %, 2016 - 2021f
5.3.  Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2011 – 2017
Online Shopper Penetration, in % of Individuals, 2011 – 2017
Frequency of Online Shopping, in % of Online Shoppers, 2017
5.4. Products
Product Categories Purchased Online, in % of Online Shoppers, by Purchased in 2017 and Planned to Purchase in 2018
5.5. Payment
Payment Methods Preferred in E-Commerce, in % of Online Shoppers, June 2017
Breakdown of Main Barriers That Make Consumers Hesitant to Purchase Online, in %, by Total Population and Online Shoppers, June 2017
5.6.  Delivery
Delivery Methods Used in E-Commerce, in % of Online Shoppers, 2017
Subscription Delivery Services Used, in % of Online Shoppers, 2017
5.7.  Players
Online Merchants’ Share of Total B2C E-Commerce Websites and B2C E-Commerce Market Sales, by Annual B2C E-Commerce Turnover, in %, 2017
Top 15 E-Commerce Websites/Applications, by Number of Unique Visitors per Month, in thousands, and Devices Used for Access, in % of Unique Visitors, Q1 2018
Top 10 Best-Known B2C E-Commerce Websites, % of Respondents, December 2017

6. Italy
6.1. Trends
M-Commerce Sales, in EUR billion, and M-Commerce Share of B2C E-Commerce Sales, in %, 2015 - 2017e
Cross-Border Online Shopper Penetration, by Online Shoppers Buying From Other EU Countries and from the Rest of the World, in % of Online Shoppers in Italy, 2012 – 2017
Breakdown of Frequency of Showrooming and Webrooming, in % of Online Shoppers, 2017
6.2.  Sales & Shares
B2C E-Commerce Sales, in EUR billion, 2011 – 2018f
Breakdown of B2C E-Commerce Sales by Products and Services, in %, 2013 – 2018f
B2C E-Commerce Share of Total Retail Sales, in %, 2014 - 2018f
6.3.  Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2011 - 2017
Online Shopper Penetration, in % of Individuals, 2011 - 2017
6.4. Products
B2C E-Commerce Sales by Category, by Products and Services, in EUR million, and Year-on-Year Change, in %, 2017 & 2018f
Product Categories Purchased Online, in % of Online Shoppers, 2016 & 2017
6.5. Payment
Payment Methods Preferred in E-Commerce, in % of Online Shoppers, June 2017
6.6.  Delivery
Delivery Destinations Preferred in E-Commerce, in % of Online Shoppers, June 2017
Breakdown the Delivery Operators Used in E-Commerce, in %, 2017
6.7.  Players
Number of Online Stores, by Region, in Units, 2012, 2016 & 2017, and Change in 2017 Compared to 2016 and 2012
Top 3 Destinations for Product Research Before Buying Online or in a Store, incl. Amazon and eBay, in % of Internet Users, October 2017

7. Netherlands
7.1. Trends
Breakdown of Online Purchases by Device, in %, 2017
Cross-Border Online Shopper Penetration, in % of Individuals, 2016 & 2017
Cross-Border Online Spending, in EUR million, 2014 – 2017
Breakdown of Cross-Border Online Spending of Online Shoppers in the Netherlands by Country, in %, 2016 & 2017
7.2.  Sales & Shares
B2C E-Commerce Sales, in EUR billion, 2015-2017
Online Share of Total Consumer Spending, by Spending on Products, Services and Total, 2016 & 2017
7.3.  Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2012 – 2017
Online Shopper Penetration, in % of Individuals, 2011 - 2017
7.4. Products
Product Categories Purchased Online, in % of Online Shoppers, 2016 & 2017
7.5. Payment
Payment Methods Preferred in E-Commerce, in % of Online Shoppers, June 2017
7.6.  Delivery
Delivery Methods Preferred in E-Commerce, in % of Online Shoppers, May 2017
7.7.  Players
Top 10 B2C E-Commerce Companies by Revenues, in EUR million, 2016

8. Spain
8.1. Trends
Mobile Shopper Penetration, in % of Online Shoppers, 2016 & 2017
Breakdown of E-Commerce Transaction Value, by Exports, Imports and Domestic, in EUR million, Q1 2015 – Q4 2017
Breakdown of E-Commerce Transaction Number, by Exports, Imports and Domestic, in millions, Q1 2015 – Q4 2017
Breakdown of Cross-Border E-Commerce Imports Transaction Value and Number by Region, in % Q3 2017
Breakdown of Cross-Border E-Commerce Exports Transaction Value and Number by Region, in % Q3 2017
Breakdown of Online Shoppers by Research and Purchase Channels, in %, May 2017
8.2.  Sales & Shares
B2C E-Commerce Sales, in EUR billion, and Year-on-Year Change, in %, 2010 – 2016
B2C E-Commerce Sales, in EUR billion, 2016 & 2017
B2C E-Commerce Share of Total Retail Sales, in %, 2017e
8.3.  Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2011 – 2017
Online Shopper Penetration, in % of Individuals, 2011 - 2017
8.4. Products
Product Categories Purchased Online, in % of Online Shoppers, 2017
Products Purchased Online, in % of Online Shoppers, 2017
8.5. Payment
Payment Methods Used in E-Commerce, in % of Online Shoppers, 2016 & 2017
8.6.  Delivery
Delivery Destinations Preferred in E-Commerce, in % of Online Shoppers, June 2017
8.7.  Players
Top 10 E-Commerce Websites, by Total Number of Visits, in millions, 2017 

9. Belgium
9.1. Trends
Breakdown of Online Spending by Device, in %, Q1 2017 & Q1 2018
Share of Online Shoppers Who Made Their Latest Online Purchase via Smartphone, in % of Online Shoppers in Belgium, Q3 2016 & Q3 2017
Cross-Border Online Shopper Penetration, in % of Online Shoppers, 2016 & 2017
Top 3 Countries Purchased From in the Most Resent Cross-Border Online Purchase, in % of Cross-Border Online Shoppers, October 2017
9.2.  Sales & Shares
B2C E-Commerce Sales, in EUR billion, 2015 – 2017
Online Share of Total Consumer Spending, in %, 2016 & 2017 
9.3.  Internet Users & Online Shoppers
B2C E-Commerce Sales, in EUR billion, 2015 – 2017
Online Share of Total Consumer Spending, in %, 2016 & 2017 
9.4. Products
Product Categories Purchased Online, in % of Online Shoppers, 2016 & 2017
Top 5 Categories by Online Share of Total Spending, in %, 2017
9.5. Payment
Payment Methods Preferred in E-Commerce, in % of Online Shoppers, June 2017
Breakdown of Payment Methods Used in E-Commerce, in % of Online Shoppers, April 2018, and Change Compared to 2017 and 2011
9.6.  Delivery
Breakdown of Delivery Methods Preferred in E-Commerce, in % of Online Shoppers, April 2018
Delivery-Related Barriers to Online Shopping, in % of Online Shoppers, Q2 2017
9.7.  Players
Top 10 Online Retailers by Online Sales in Belgium, FY 2016
Top 10 E-Commerce Websites by Total Number of Visits, in millions, 2017

10. Sweden 
10.1. Trends
Mobile Shopper Penetration, in % of Internet Users, 2016 & 2017
Cross-Border Online Shopper Penetration, in % of Internet Users, Q2 2017
Breakdown of Online Shoppers by Buying Online from Sweden and Abroad, by Product Category, in %, Q1 2018
Top Product Categories Purchased Cross-Border, in % of Cross-Border Online Shoppers in Sweden, 2016 & 2017
Top 5 Countries in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in Sweden, 2016 & 2017
Overview of Omnichannel Shoppers, incl. Share of Consumers Who Did Webrooming and Showrooming, in %, Average Spending by Consumers Who Crossed Multiple Channels, and Average Spending by Consumers Who Used a Single Channel, in SEK, Q4 2017
10.2.  Sales & Shares
B2C E-Commerce Sales, in SEK billion, and Share of Total Retail Sales, in %, 2010 – 2018f
10.3.  Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2011 – 2017
Online Shopper Penetration, in % of Individuals, 2011 - 2017
10.4. Products
B2C E-Commerce Sales, by Selected Segments, in SEK billion and Year-on-Year Growth, in %, 2016 & 2017
Product Categories Purchased Online, in % of Online Shoppers, 2016 & 2017
10.5. Payment
Breakdown of Payment Methods Preferred in E-Commerce, in % of Online Shoppers, Q4 2017
Payment Methods Used and Preferred in Online and Mobile Shopping, in % of Online Shoppers, Q2 2017
10.6.  Delivery
Delivery-Related Factors That Are Important When Shopping Online, in % of Online Shoppers, Q2 2017
Breakdown of Maximum Expected Delivery Time, in % of Online Shoppers, Q2 2017
10.7.  Players
Top 20 Online Pure-Play Retailers by Revenues, in SEK million, 2017

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FEATURED COMPANIES

  • Alibaba Group Holding Ltd
  • ASOS PLC
  • Cnova N.V.
  • eBay Inc
  • Hennes & Mauritz AB (H&M)
  • Rue du Commerce SAS
  • MORE

Eastern Europe has one of the smallest online retail markets among the global regions in 2017, but is projected to see growth through 2018 and beyond. Currently accounting for less than 5% of the region’s overall retail sales, B2C E-Commerce revenues in Eastern Europe are spurred by market trends such as M-Commerce, social and cross-border online shopping, as the report shows.

Of the three top economies of the region, only Poland managed to reach past the 5% threshold in terms of E-Commerce’s share of retail sales in 2017. Still, even in this nation the Internet and online shopper penetration rates are below the EU averages, indicating further untapped potential. In Russia, B2C E-Commerce sales are the largest of all Eastern European nations in 2018, but an increasing share of these is going to foreign online merchants, most of all Chinese, according to data cited in the report. In the Czech Republic, Poland and Ukraine the awareness of China-based AliExpress is also growing, although unlike in Russia, local E-Commerce competitors in these three countries continue to top AliExpress in website popularity.

Market evidence from Turkey highlights two other major trends in Eastern Europe’s B2C E-Commerce. These include mobile and social commerce. More than 50% of online shoppers in this country make purchases through smartphones and close to that number also place orders through social media platforms such as Facebook and Instagram.

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  • ASOS PLC
  • Alibaba Group Holding Ltd
  • Amazon.com Inc
  • Apple Inc
  • Bol.com b.v.
  • CDON AB
  • Cnova N.V.
  • Coolblue BV
  • Dustin Group AB
  • El Corte Ingles SA
  • Fnac Darty SA
  • Hennes & Mauritz AB (H&M)
  • Media Markt AG
  • Otto GmbH & Co KG
  • Rue du Commerce SAS
  • Tesco Plc
  • Vente-privee.com SA
  • Wish Inc.
  • Zalando SE
  • eBay Inc
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