Europe B2C E-Commerce Market 2018

  • ID: 4620930
  • Report
  • Region: Europe
  • 293 pages
  • yStats GmbH & Co. KG
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Clothing is the Top Product Category in Europe’s B2C E-Commerce

FEATURED COMPANIES

  • Alibaba Group Holding Ltd
  • ASOS PLC
  • CITILINK.ru
  • Dustin Group AB
  • Hennes & Mauritz AB (H&M)
  • Ozon Holdings Ltd
  • MORE

Online shoppers in Europe buy clothing more than other products, says report

Clothing is the top product category purchased online in Europe. This and other interesting information about products, sales volume, and trends is found in a new publication “Europe B2C E-Commerce Market 2018”.

The UK leads Europe in online retail sales volume
The UK, France and Germany are the B2C E-Commerce sales leaders in Europe and are expected to remain so for the next few years. Though countries on the Eastern and Southern fringes have experienced more rapid recent sales growth, Internet and online shopper penetration rates there lag the European average. Year-on-year growth in the double digits is expected for the whole region, according to forecasts cited in the report.

Payment preferences differ but apparel is the consistent product choice throughout Europe
Payment method preferences vary across Europe. Online shoppers in France, Belgium and the Scandinavian nations, use credit or debit cards more than other methods, while in Spain and Italy, mobile wallets such as PayPal dominate, with e-wallets challenging plastic in the UK as well. Market data included in the report reflect that shoppers in most nations of Europe consistently make clothing the leading product category in B2C E-Commerce.

Continued growth in B2C E-Commerce fostered by rising trends
The report tells of trends that insure further growth of online shopping. Cross-border shopping is on the rise throughout Europe as shoppers enjoy the expanded product line and price advantage of shopping in other nations. Mobile shopping is another trend in E-Commerce as smartphones and merchant apps facilitate handheld purchases. The practice of doing online research before buying in a store, or visiting a brick and mortar merchant before purchasing online blurs the definition of retail channels, and is further trend leading to expanded B2C E-Commerce in Europe.

Questions Answered in this Report

  • How large is the B2C E-Commerce market size in Europe in 2018?
  • What are the top online retail markets in this region?
  • What are the key market trends in European B2C E-Commerce?
  • How do the preferences of online shoppers vary across the countries?
  • Who are the leaders of the B2C E-Commerce space in Europe?
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Note: Product cover images may vary from those shown
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FEATURED COMPANIES

  • Alibaba Group Holding Ltd
  • ASOS PLC
  • CITILINK.ru
  • Dustin Group AB
  • Hennes & Mauritz AB (H&M)
  • Ozon Holdings Ltd
  • MORE

1. Management Summary

2. Regional
Breakdown of Global B2C E-Commerce Sales by Regions, incl. Europe, in %, 2017e
Breakdown of Global Retail E-Commerce Sales by Regions, incl. Europe, in %, 2017
B2C E-Commerce Sales in Europe, in EUR billion, and Year-on-Year Change, in %, 2013 - 2018f
Breakdown of B2C E-Commerce Sales in Europe by Sub-Regions, in %, 2018f
Top 3 Countries by B2C E-Commerce Sales in Europe, in EUR billion, 2018f
B2C E-Commerce Share of Total Retail Sales in Europe, by Top 3 Advanced and Emerging Markets, in %, 2017
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 Online Shoppers in the EU, 2017
Top 10 Payment Methods Preferred in E-Commerce, in % of Online Shoppers, 2016 & 2017
Delivery Locations Preferred in E-Commerce, in % of Online Shoppers, 2017

3. Advanced Markets3.1. UK
3.1.1. 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
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
Omnichannel Behavior Penetration, by Showrooming and Webrooming, in % of Consumers, 2017
3.1.2. 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
3.1.3. 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
3.1.4. Products
Product Categories Purchased Online, in % of Adults, Q1 2017
B2C E-Commerce Sales of Clothing, in GBP billion, 2017e & 2022f
3.1.5. Payment
Payment Methods Preferred in E-Commerce, in % of Online Shoppers, June 2017
3.1.6. Delivery
Delivery-Related Factors Increasing the Likelihood of Shopping with an Online Retailer, in % of Online Shoppers, May 2017
3.1.7. Players
Breakdown of UK Courier Parcel Market by Top 4 Players, in % of Number of Parcels, 2017e
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
3.2. Germany
3.2.1. 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 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
3.2.2. 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
3.2.3. 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
3.2.4. 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
3.2.5. Payment
Payment Methods Preferred in E-Commerce, by Type of Seller Purchased From, in % of Online Shoppers, April 2018
3.2.6. Delivery
Logistic Services Providers Used by Online Shops, in % of Online Shops, 2017e
Fastest Possible Delivery Time Offered by Online Shops, in Days, in % of Online Shops, 2016 & 2017
3.2.7. 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
3.3. France
3.3.1. Trends
M-Commerce Sales, in USD billion, and M-Commerce Share of Retail E-Commerce Sales, in %, 2016 - 2021f
Cross-Border Online Shopper Penetration, in % of Online Shoppers, 2017
Shopping-Related Purposes of Voice Command Usage, in % of Online Shoppers, 2017
3.3.2. Sales & Shares
B2C E-Commerce Sales, in EUR billion, 2016 - 2019f
B2C E-Commerce Share of Total Retail Sales, in %, 2017
3.3.3. Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2011 – 2017
Online Shopper Penetration, in % of Individuals, 2011 - 2017
3.3.4. Products
Product Categories Purchased Online, in % of Online Shoppers, by Purchased in 2017 and Planned to Purchase in 2018
3.3.5. Payment
Payment Methods Preferred in E-Commerce, in % of Online Shoppers, June 2017
3.3.6. Delivery
Delivery Methods Used in E-Commerce, in % of Online Shoppers, 2017
Subscription Delivery Services Used, in % of Online Shoppers, 2017
3.3.7. Players
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
3.4. Italy
3.4.1. 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
3.4.2. 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
3.4.3. Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2011 – 2017
Online Shopper Penetration, in % of Individuals, 2011 - 2017
3.4.4. 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
3.4.5. Payment
Payment Methods Preferred in E-Commerce, in % of Online Shoppers, June 2017
3.4.6. Delivery
Delivery Destinations Preferred in E-Commerce, in % of Online Shoppers, June 2017
3.4.7. Players
Top 3 Destinations for Product Research Before Buying Online or in a Store, incl. Amazon and eBay, in % of Internet Users, October 2017
3.5. Netherlands
3.5.1. Trends
Breakdown of Online Purchases by Device, in %, 2017
Cross-Border Online Shopper Penetration, in % of Individuals, 2016 & 2017
3.5.2. 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
3.5.3. Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2012 – 2017
Online Shopper Penetration, in % of Individuals, 2011 - 2017
3.5.4. Products
Product Categories Purchased Online, in % of Online Shoppers, 2016 & 2017
3.5.5. Payment
Payment Methods Preferred in E-Commerce, in % of Online Shoppers, June 2017
3.5.6. Delivery
Delivery Methods Preferred in E-Commerce, in % of Online Shoppers, May 2017
3.5.7. Players
Top 10 B2C E-Commerce Companies by Revenues, in EUR million, 2016
3.6. Spain
3.6.1. 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 Online Shoppers by Research and Purchase Channels, in %, May 2017
3.6.2. 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
3.6.3. Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2011 - 2017
Online Shopper Penetration, in % of Individuals, 2011 - 2017
3.6.4. Products
Product Categories Purchased Online, in % of Online Shoppers, 2017
3.6.5. Payment
Payment Methods Used in E-Commerce, in % of Online Shoppers, 2016 & 2017
3.6.6. Delivery
Delivery Destinations Preferred in E-Commerce, in % of Online Shoppers, June 2017
3.6.7. Players
Top 10 E-Commerce Websites, by Total Number of Visits, in millions, 2017
3.7. Belgium
3.7.1. Trends
Breakdown of Online Spending by Device, in %, Q1 2017 & Q1 2018
Cross-Border Online Shopper Penetration, in % of Online Shoppers, 2016 & 2017
3.7.2. Sales & Shares
B2C E-Commerce Sales, in EUR billion, 2015 – 2017
Online Share of Total Consumer Spending, in %, 2016 & 2017
3.7.3. Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2011 – 2017
Online Shopper Penetration, in % of Individuals, 2011 - 2017
3.7.4. Products
Product Categories Purchased Online, in % of Online Shoppers, 2016 & 2017
3.7.5. Payment
Breakdown of Payment Methods Used in E-Commerce, in % of Online Shoppers, April 2018, and Change Compared to 2017 and 2011
3.7.6. Delivery
Breakdown of Delivery Methods Preferred in E-Commerce, in % of Online Shoppers, April 2018
3.7.7. 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
Users, Q2 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
3.8.2. Sales & Shares
B2C E-Commerce Sales, in SEK billion, and Share of Total Retail Sales, in %, 2010 – 2018f
3.8.3. Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2011 - 2017
Online Shopper Penetration, in % of Individuals, 2011 - 2017
3.8.4. 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
3.8.5. Payment
Breakdown of Payment Methods Preferred in E-Commerce, in % of Online Shoppers, Q4 2017
3.8.6. Delivery
Delivery-Related Factors That Are Important When Shopping Online, in % of Online Shoppers, Q2 2017
3.8.7. Players
Top 20 Online Pure-Play Retailers by Revenues, in SEK million, 2017
3.9. Switzerland
3.9.1. Trends
Mobile Shopper Penetration, in % of Online Shoppers, 2016 & 2017
Cross-Border B2C E-Commerce Imports Share of Total B2C/C2C E-Commerce Spending, in %, 2016 & 2017
3.9.2. Sales & Shares
Retail E-Commerce and Mail Order Sales, in CHF billion, 2013 - 2017
E-Commerce and Mail Order Share of Total Retail Sales, in %, 2017
3.9.3. Internet Users & Online Shoppers
Internet User Penetration, in % of Individuals, 2014 & 2017
Online Shopper Penetration, in % of Internet Users, 2014 & 2017
3.9.4. Products
Product Categories Purchased Online, in % of Online Shoppers, 2017
3.9.5. Payment
Payment Methods Preferred in E-Commerce, in % of Online Shoppers, June 2017
3.9.6. Delivery
Top 5 Reasons for Shopping Online, incl. Delivery-Related, in % of Online Shoppers, 2017
3.9.7. Players
Top 10 Online Shops by Revenues, in CHF million, 2016 & 2017
3.10. Denmark
3.10.1. Trends
M-Commerce Sales, in USD billion, and M-Commerce Share of Retail E-Commerce Sales, in %, 2016 - 2021f
Cross-Border Imports Share of B2C E-Commerce Sales, in %, 2017
3.10.2. Sales & Shares
B2C E-Commerce Sales, in DKK billion, and Year-on-Year Change, in %, 2013 – 2017e
Breakdown of B2C E-Commerce sales by Goods, Services, and Travel, in %, 2017
3.10.3. Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2011 – 2017
Online Shopper Penetration, in % of Individuals, 2011 - 2017
3.10.4. Products
Product Categories Purchased Online, in % of Online Shoppers, 2016 & 2017
3.10.5. Payment
Payment Methods Used and Preferred in Online and Mobile Shopping, in % of Online Shoppers, Q2 2017
3.10.6. Delivery
Delivery-Related Factors That are Important When Shopping Online, in % of Online Shoppers, 2017
3.10.7. Players
Breakdown of Top 20 Most Used Websites for Online Shopping, in % of Online Shoppers, H1 2017
3.11. Finland
3.11.1. Trends
Mobile Shopper Penetration, in % of Internet Users, Q2 2017
Cross-Border Online Shopper Penetration, in % of Internet Users, Q2 2017
3.11.2. Sales & Shares
B2C E-Commerce Sales, in EUR billion, 2016 & 2017
3.11.3. Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2011 – 2017
Online Shopper Penetration, in % of Individuals, 2011 - 2017
3.11.4. Products
Product Categories Purchased Online, in % of Online Shoppers, 2016 & 2017
3.11.5. Payment
Payment Methods Used and Preferred in Online and Mobile Shopping, in % of Online Shoppers, Q2 2017
3.11.6. Delivery
Delivery-Related Factors That Are Important When Shopping Online, in % of Online Shoppers, 2017
3.11.7. Players
Top 15 Most Used E-Commerce Websites, in % of Online Shoppers, 3 Months to January 2018
3.12. Austria  
3.12.1. Trends
M-Commerce Sales, in EUR million, and Year-on-Year Change, in %, 12 Months to April 2013 – 2018
Cross-Border Online Shopper Penetration, in % of Online Shoppers, 2016 & 2017
3.12.2. Sales & Shares
B2C E-Commerce Sales, in EUR billion, 2015 – 2017
B2C E-Commerce Share of Total Retail Sales, in %, 2017
3.12.3. Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2011 – 2017
Online Shopper Penetration, in % of Individuals, 2011 - 2017
3.12.4. Products
Product Categories Purchased Online, in % of Online Shoppers, 2016 & 2017
3.12.5. Payment
Payment Methods Preferred in E-Commerce, in % of Online Shoppers, June 2017
3.12.6. Delivery
Top 5 Problems When Shopping Online, incl. Delivery-Related, in % of Online Shoppers, November 2017
3.12.7. Players
Top 10 Online Shops by Revenues, in EUR million, 2016
3.8. Sweden
3.8.1. Trends
Mobile Shopper Penetration, in % of Internet Users, 2016 & 2017
Cross-Border Online Shopper Penetration, in % of Internet Users, Q2 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
3.8.2. Sales & Shares
B2C E-Commerce Sales, in SEK billion, and Share of Total Retail Sales, in %, 2010 – 2018f
3.8.3. Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2011 - 2017
Online Shopper Penetration, in % of Individuals, 2011 - 2017
3.8.4. 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
3.8.5. Payment
Breakdown of Payment Methods Preferred in E-Commerce, in % of Online Shoppers, Q4 2017
3.8.6. Delivery
Delivery-Related Factors That Are Important When Shopping Online, in % of Online Shoppers, Q2 2017
3.8.7. Players
Top 20 Online Pure-Play Retailers by Revenues, in SEK million, 2017
3.9. Switzerland
3.9.1. Trends
Mobile Shopper Penetration, in % of Online Shoppers, 2016 & 2017
Cross-Border B2C E-Commerce Imports Share of Total B2C/C2C E-Commerce Spending, in %, 2016 & 2017
3.9.2. Sales & Shares
Retail E-Commerce and Mail Order Sales, in CHF billion, 2013 - 2017
E-Commerce and Mail Order Share of Total Retail Sales, in %, 2017
3.9.3. Internet Users & Online Shoppers
Internet User Penetration, in % of Individuals, 2014 & 2017
Online Shopper Penetration, in % of Internet Users, 2014 & 2017
3.9.4. Products
Product Categories Purchased Online, in % of Online Shoppers, 2017
3.9.5. Payment
Payment Methods Preferred in E-Commerce, in % of Online Shoppers, June 2017
3.9.6. Delivery
Top 5 Reasons for Shopping Online, incl. Delivery-Related, in % of Online Shoppers, 2017
3.9.7. Players
Top 10 Online Shops by Revenues, in CHF million, 2016 & 2017
3.10. Denmark
3.10.1. Trends
M-Commerce Sales, in USD billion, and M-Commerce Share of Retail E-Commerce Sales, in %, 2016 - 2021f
Cross-Border Imports Share of B2C E-Commerce Sales, in %, 2017
3.10.2. Sales & Shares
B2C E-Commerce Sales, in DKK billion, and Year-on-Year Change, in %, 2013 – 2017e
Breakdown of B2C E-Commerce sales by Goods, Services, and Travel, in %, 2017
3.10.3. Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2011 – 2017
Online Shopper Penetration, in % of Individuals, 2011 - 2017
3.10.4. Products
Product Categories Purchased Online, in % of Online Shoppers, 2016 & 2017
3.10.5. Payment
Payment Methods Used and Preferred in Online and Mobile Shopping, in % of Online Shoppers, Q2 2017
3.10.6. Delivery
Delivery-Related Factors That are Important When Shopping Online, in % of Online Shoppers, 2017
3.10.7. Players
Breakdown of Top 20 Most Used Websites for Online Shopping, in % of Online Shoppers, H1 2017
3.11. Finland
3.11.1. Trends
Mobile Shopper Penetration, in % of Internet Users, Q2 2017
Cross-Border Online Shopper Penetration, in % of Internet Users, Q2 2017
3.11.2. Sales & Shares
B2C E-Commerce Sales, in EUR billion, 2016 & 2017
3.11.3. Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2011 – 2017
Online Shopper Penetration, in % of Individuals, 2011 - 2017
3.11.4. Products
Product Categories Purchased Online, in % of Online Shoppers, 2016 & 2017
3.11.5. Payment
Payment Methods Used and Preferred in Online and Mobile Shopping, in % of Online Shoppers, Q2 2017
3.11.6. Delivery
Delivery-Related Factors That Are Important When Shopping Online, in % of Online Shoppers, 2017
3.11.7. Players
Top 15 Most Used E-Commerce Websites, in % of Online Shoppers, 3 Months to January 2018
3.12. Austria  
3.12.1. Trends
M-Commerce Sales, in EUR million, and Year-on-Year Change, in %, 12 Months to April 2013 – 2018
Cross-Border Online Shopper Penetration, in % of Online Shoppers, 2016 & 2017
3.12.2. Sales & Shares
B2C E-Commerce Sales, in EUR billion, 2015 – 2017
B2C E-Commerce Share of Total Retail Sales, in %, 2017
3.12.3. Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2011 – 2017
Online Shopper Penetration, in % of Individuals, 2011 - 2017
3.12.4. Products
Product Categories Purchased Online, in % of Online Shoppers, 2016 & 2017
3.12.5. Payment
Payment Methods Preferred in E-Commerce, in % of Online Shoppers, June 2017
3.12.6. Delivery
Top 5 Problems When Shopping Online, incl. Delivery-Related, in % of Online Shoppers, November 2017
3.12.7. Players
Top 10 Online Shops by Revenues, in EUR million, 2016

4. Emerging Markets   
4.1. Russia
4.1.1. Trends
B2C E-Commerce Market Overview and International Comparisons, July 2018
B2C E-Commerce Sales, in RUB billion, and Breakdown by Domestic Sales and Cross-Border Imports, in %, 2011 – 2017
Mobile Shopper Penetration, in % of Online Shoppers, 2017
4.1.2. Sales & Shares
B2C E-Commerce Sales, in RUB billion, and Year-on-Year Change, in %, by Segment, 2016 & 2017
B2C E-Commerce Sales, in RUB billion, by Three Comparative Estimates, 2014 – 2018f
B2C E-Commerce Sales CAGR, in %, 2010 – 2017 & 2018 – 2022f
B2C E-Commerce Share of Total Retail Sales, in %, 2018e & 2022f
4.1.3. Internet Users & Online Shoppers
Number of Active Internet Users, in millions, and Penetration, in % of Population, 2013 – 2017
Number of Online Shoppers, in millions, and Penetration, in % of Population, 2013 - 2017
4.1.4. Products
Breakdown of Domestic B2C E-Commerce Sales by Product Categories, in %, 2017
Product Categories Purchased Online, in % of Online Shoppers, 2016 & 2017
4.1.5. Payment
Payment Methods Used in Online Shopping, in % of Online Shoppers, by Gender, Location Type and Total, 2017
4.1.6. Delivery
Breakdown of Delivery Methods Used When Buying from Russian Online Stores, in % of Online Shoppers, by Location Type, October 2017
4.1.7. Players
Top 10 Online Shops, Ranked by Sales, incl. E-Commerce Sales, in RUB million, Number of Orders, in thousands, Average Check, in RUB, Y-o-Y Change, and Main Product Category, 2017
Top 10 Online Shops by Number of Monthly Visitors, in millions, 6 Months to September 2017
4.2. Poland
4.2.1. Trends
B2C E-Commerce Overview and International Comparisons, August 2018
Devices Used for Online Shopping, in % of Online Shoppers, April 2017 & April 2018
Breakdown of O2O Approaches Used in the Last Purchase, in % of Online Shoppers and Mobile Shoppers, April 2018
Cross-Border Online Shopper Penetration, in % of Online Shoppers, 2012 - 2017
4.2.2. Sales & Shares
B2C E-Commerce Sales, in PLN billion, 2013 – 2017e
B2C E-Commerce Sales, in PLN billion, 2017 & 2018f
B2C E-Commerce Share of Total Retail Sales, in %, 2018e
4.2.3. Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2012 - 2017
 Online Shopper Penetration, in % of Individuals, 2012 - 2017
4.2.4. Products
Product Categories Purchased Online, in % of Online Shoppers, 2016 & 2017
4.2.5. Payment
Payment Methods Used in Online Shopping, in % of Online Shoppers, October 2017
4.2.6. Delivery
Delivery Methods Used in E-Commerce, in % of Online Shoppers, April 2018
4.2.7. Players
Top E-Commerce Websites Most Associated with Online Shopping, in % Internet Users, April 2017 & April 2018
4.3. Turkey
4.3.1. Trends
Devices Used in Online Shopping, by Computer and Smartphone, in % of Online Shoppers, 2017
Social Commerce Shopper Penetration, in % of Online Shoppers, 2017
Cross-Border Online Shopper Penetration, in % of Online Shoppers, by Purchased from Any Foreign Country, From EU Countries and From Non-EU Countries, 2012 - 2017
Number of Cross-Border E-Commerce Transactions with Domestic Bank Cards, in millions, and Value, in TRY million, Q1 2015 – Q1 2018
4.3.2. Sales & Shares
Retail E-Commerce Sales, in TRY billion, and Year-on-Year Change, in %, 2013 - 2017
B2C E-Commerce Share of Total Retail Sales, in %, 2016 & 2017
4.3.3. Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2011 - 2017
Online Shopper Penetration, in % of Individuals, 2016 & 2017
4.3.4. Products
Product Categories Purchased Online, in % of Online Shoppers, 2016 & 2017
4.3.5. Payment
Breakdown of Payment Methods Used in E-Commerce, in % of Orders, 16 Months to April 2018
Number of Domestic E-Commerce Transactions with Domestic Bank Cards, in millions, and Value, in TRY million, Q1 2015 – Q1 2018
4.3.6. Delivery
Breakdown of Delivery Operators Preferred in E-Commerce, in % of Orders, 2017
Barriers to Online Shopping, incl. Delivery-Related, in % of Individuals, 2017
4.3.7. Players
Top 5 E-Commerce Websites, by Total Website Visits, in millions, incl. Rank Among All Websites in Turkey and Category, June 2018
4.4. Portugal
4.4.1. Trends
Devices Used for Online Shopping, in % of Online Shoppers, June 2017
Cross-Border Online Shopper Penetration, in % of Online Shoppers, 2017
4.4.2. Sales & Shares
B2C E-Commerce Sales, in EUR billion, 2009, 2017e and 2025f
4.4.3. Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2011 – 2017
Online Shopper Penetration, in % of Individuals, 2011 - 2017
4.4.4. Products
Product Categories Purchased Online, in % of Online Shoppers, 2016 & 2017
4.4.5. Payment
Payment Methods Preferred in E-Commerce, in % of Online Shoppers, June 2017
4.4.6. Delivery
Delivery/Return Options that Would Encourage Online Shoppers to Buy from an Online Retailer, in % of Online Shoppers, June 2017
4.4.7. Players
Top 5 E-Commerce Websites, by Total Website Visits, in millions, incl. Rank Among All Websites in Portugal and Category, June 2018
4.5. Czech Republic
4.5.1. Trends
Mobile Shopper Penetration, in % of Online Shoppers, 2017
Cross-Border Online Shopper Penetration, by Age Group and Gender, in % of Online Shoppers in the Czech Republic, by Purchasing from Other EU Countries and Non-EU Countries, Compared to Domestic Online Shoppers, 2016 & 2017
4.5.2. Sales & Shares
B2C E-Commerce Sales, in CZK billion and in % Year-on-Year Change, 2013 - 2017
B2C E-Commerce Share of Total Retail Sales, in %, 2015 & 2017
4.5.3. Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2011 – 2017
Online Shopper Penetration, in % of Individuals, 2011 – 2017
4.5.4. Products
Product Categories Purchased Online, in % of Online Shoppers, 2017
4.5.5. Payment
Payment Methods Preferred in E-Commerce, in % of Online Shoppers, June 2017
4.5.6. Delivery
Delivery Methods Preferred in E-Commerce, in % of Online Shoppers, June 2017
4.5.7. Players
Top 10 E-Commerce Websites by Average Monthly Number of Visits, in millions, 6 Months to August 2017
4.6. Ukraine
4.6.1. Trends
Share of Internet Users Who Research Product Information and Place Orders Online via Smartphone, in %, April 2018
Share of Online Shoppers Placing Orders Online via Social Networks, in %, 2017
4.6.2. Sales & Shares
B2C E-Commerce Sales, in UAH billion, 2016 - 2018f
B2C E-Commerce Share of Total Retail Sales, in %, 2017e
4.6.3. Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2010 – 2018f
Online Shopper Penetration, in % of Internet Users and in millions, 2017e
4.6.4. Products
Product Categories Purchased Online, in % of Online Shoppers, October 2017
4.6.5. Payment
Breakdown of Payment Methods Preferred in E-Commerce, in % of Online Shoppers, April 2018
4.6.6. Delivery
Delivery Methods Preferred in E-Commerce, in % of Online Shoppers, April 2018
4.6.7. Players
Top 3 Local and Foreign E-Commerce Platforms by Website Reach, in % of Internet Users and in million Visitors, June 2017

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FEATURED COMPANIES

  • Alibaba Group Holding Ltd
  • ASOS PLC
  • CITILINK.ru
  • Dustin Group AB
  • Hennes & Mauritz AB (H&M)
  • Ozon Holdings Ltd
  • MORE

Europe is one of the three largest regions in global B2C E-Commerce. Despite advancing maturity, online retail sales in the Old Continent are projected to maintain a double-digit growth rate and reach a new high in 2018, according to a forecast cited in the report. The UK is expected to remain the region’s largest online retail market, followed by France and Germany. The countries of Eastern Europe are also seeing growth in E-Commerce sales, but lag behind their neighbours in the West in terms of online shopping penetration.

The leading product category purchased by online shoppers across the region is clothing. More than two in three online shoppers in Germany bought clothes over the Internet, spending more on this than any other category in 2017, as the report reveals. While the dominance of fashion E-Commerce is consistent across most countries of the region, some variance exists in terms of the payment methods preferred by digital buyers. While credit or debit card was the top online payment method in France, Belgium and the Nordics, PayPal and other E-Wallets ranked higher than plastic in countries including Spain and Italy, and were nearly as popular in the UK.

Some of the top E-Commerce market trends in Europe, highlighted in the report, include mobile and cross-border online shopping. Furthermore, omnichannel shopping patterns are evolving as consumers’ path to purchase crosses both digital and physical retail spaces. For example, in Italy two-thirds of online shoppers researched products on the Internet before buying them in-store, and nearly as many used brick-andmortar as a research channel for preparing an online purchase. These and other trends are projected to drive further growth of B2C E-Commerce sales in Europe.

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  • ASOS PLC
  • Alibaba Group Holding Ltd
  • Allegro Group Sp. z oo
  • Amazon.com Inc
  • Apple Inc
  • Bol.com b.v.
  • CDON AB
  • CITILINK.ru
  • Ceneo S.A.
  • Cnova N.V.
  • Coolblue BV
  • D-MARKET Elektronik Hizmetler Tic. A.S
  • DNS NN Plyus OOO
  • Dogus Planet Elektronik Ticaret ve Bilisim Hizmetleri A.S.
  • Dustin Group AB
  • El Corte Ingles SA
  • Fnac Darty SA
  • Gitti Gidiyor Bilgi Teknolojileri Sanayi ve Ticaret Anonim Sirketi
  • Hennes & Mauritz AB (H&M)
  • Media Markt AG
  • OLX Inc.
  • Otto GmbH & Co KG
  • Ozon Holdings Ltd
  • Rozetka.ua LLC
  • Rue du Commerce SAS
  • Tesco Plc
  • Vente-privee.com SA
  • Wildberries OOO
  • Zalando SE
  • eBay Inc
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