Eastern Europe B2C E-Commerce Market 2018

  • ID: 4616169
  • Report
  • Region: Eastern Europe, Europe
  • 119 pages
  • yStats GmbH & Co. KG
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FEATURED COMPANIES

  • Alibaba Group Holding Ltd
  • Amazon.com Inc
  • CITILINK.ru
  • Empik Sp. z o.o.
  • Naspers Ltd.
  • Ozon Holdings Ltd
  • MORE

Continued growth predicted for online retail sales in Eastern Europe, says report.

The new report, “Eastern Europe B2C E-Commerce Market 2018,” indicates that online retail penetration figures, which currently are below the average of other European nations, have a huge growth potential as Internet connectivity and online shopper numbers increase.

M-Commerce and social media purchases spur online sales growth
The current online share of total retail sales in Eastern Europe is less than 5%. However, market trends such as M-Commerce, and purchasing through social media are expected to rapidly raise online sales figures. The report points to Turkey as an example of these trends in the region as over half of online shoppers there make purchases through smartphones, and a similar share buy items or services through the likes of Instagram and Facebook.

Cross-border shopping also drives E-Commerce
Another trend propelling the growth of B2C E-Commerce in Eastern Europe is cross-border shopping. A large portion the recent increase in online purchases in Russia, the region’s online sales leader, is attributed to shoppers turning to merchants outside the country, particularly China. China’s AliExpress is also growing in popularity in the Czech Republic, Poland and Ukraine, though shoppers in those countries continue to patronize local online merchants more than AliExpress, as detailed in the report.

Questions Answered in this Report

  • What was Eastern Europe’s share of global B2C E-Commerce sales in 2017?
  • How much online retail sales are generated by countries of the Eastern European region?
  • What are the main trends influencing the development of online retail in Russia, Poland and Turkey?
  • What do online shoppers in Eastern Europe buy and how do they prefer to pay?
  • Who are the main online retail market players in Eastern Europe?



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FEATURED COMPANIES

  • Alibaba Group Holding Ltd
  • Amazon.com Inc
  • CITILINK.ru
  • Empik Sp. z o.o.
  • Naspers Ltd.
  • Ozon Holdings Ltd
  • MORE

1. Management Summary

2. Regional Overview
Breakdown of Global Retail E-Commerce Sales by Regions, incl. Central and Eastern Europe,  in %, 2017
B2C E-Commerce Share of Total Retail Sales in Central and Eastern Europe, in %, 2017
B2C E-Commerce Share of Total Retail Sales in Poland, Russia and Turkey, Compared to Selected Countries Worldwide, in %, 2017
Internet Penetration in Europe, by Country, in % of Individuals, 2011 – 2017
Online Shopper Penetration in Europe, by Country, in % of Individuals, 2011 – 2017

3. Russia
3.1. Overview
B2C E-Commerce Market Overview and International Comparisons, July 2018
3.2.  Trends
B2C E-Commerce Sales, in RUB billion, and Breakdown by Domestic Sales and Cross-Border Imports, in %, 2011 – 2017
Breakdown of Cross-Border Online Spending and Number of Shipments by Country, in %, 2017
Breakdown of Cross-Border E-Commerce Imports by Product Categories, in %, 2017
Usage of Mobile Devices to Access the Internet, in % of Internet Users by Gender, Area and Total, 2017
Mobile Shopper Penetration, in % of Online Shoppers, 2017
3.3.  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 %, 2017
B2C E-Commerce Share of Total Retail Sales, in %, 2018e & 2022f
3.4.  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
Online Shopper Penetration by Age Group, by Gender and Location Type, in % of Internet Users in the Respective Group, 2017
Reasons for Not Buying Online, in % of Individuals Who Do Not Shop Online, 2016 & 2017
3.5.  Products
Breakdown of Domestic B2C E-Commerce Sales by Product Categories, in %, 2017
Product Categories Purchased Online, in % of Online Shoppers, 2016 & 2017
Online Travel Sales, in RUB billion, and Year-on-Year Change, in %, 2010-2018f
3.6.   Payment
Payment Methods Used in Online Shopping, in % of Online Shoppers, by Gender, Location Type and Total, 2017
Breakdown of Last Online Purchase from a Russian Online Store by Payment Method, in %, 2016 & 2017
3.7. Delivery
Breakdown of E-Commerce and Direct Selling Orders, by Shipping Methods, in %, 2017
Breakdown of Delivery Methods Used When Buying from Russian Online Stores, in % of Online Shoppers, by Location Type, October 2017
3.8. Players
B2C E-Commerce Player Overview, July 2018
Top 20 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.  Poland
4.1.  Overview
B2C E-Commerce Overview and International Comparisons, August 2018
4.2. Trends
Devices Used for Online Shopping, in % of Online Shoppers, April 2017 & April 2018
Breakdown of Expectations Regarding Online Shopping Spending by Device Used for Purchase, in % of Online Shoppers, 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
4.3.  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
4.4.  Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2012 – 2017
Online Shopper Penetration, in % of Individuals, 2012 – 2017
4.5. Products
Product Categories Purchased Online, in % of Online Shoppers, 2016 & 2017
4.6. Payment
Payment Methods Used in Online Shopping, in % of Online Shoppers, October 2017
4.7.  Delivery
Delivery Methods Used in E-Commerce, in % of Online Shoppers, April 2018
4.8.  Players
B2C E-Commerce Player Overview, August 2018
Top 12 E-Commerce Websites Most Associated with Online Shopping, in % Internet Users, April 2017 & April 2018
Top 5 Foreign Online Merchants Purchased From, in % of Cross-Border Online Shoppers in Poland, April 2017 & April 2018

5. Turkey
5.1. Overview
B2C E-Commerce Overview and International Comparisons, August 2018 
5.2.  Trends
Devices Used in Online Shopping, by Computer and Smartphone, in % of Online Shoppers, 2017
Breakdown of Page Views and Orders in Online Stores, by Desktop and Mobile, in %, 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
5.3.  Sales & Shares
Retail E-Commerce Sales, in TRY billion, and Year-on-Year Change, in %, 2013 - 2017
E-Commerce Sales by Segment, in TRY billion, 2015 - 2017
B2C E-Commerce Share of Total Retail Sales, in %, 2016 & 2017
5.4.  Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2011 - 2017
Online Shopper Penetration, in % of Individuals, 2016 & 2017
5.5. Products
Product Categories Purchased Online, in % of Online Shoppers, 2016 & 2017
5.6. 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
5.7.  Delivery
Breakdown of Delivery Operators Preferred in E-Commerce, in % of Orders, 2017
Barriers to Online Shopping, incl. Delivery-Related, in % of Individuals, 2017
5.8.  Players
B2C E-Commerce Player Overview, August 2018
Top 5 E-Commerce Websites, by Total Website Visits, in millions, incl. Rank Among All Websites in Turkey and Category, June 2018

6. Czech Republic
6.1. Trends
M-Commerce Share of B2C E-Commerce Sales, by Mobile and Tablet, in %, 2017e
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
6.2.  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
6.3.  Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2011 – 2017
Online Shopper Penetration, in % of Individuals, 2011 – 2017
Online Shopper Penetration, by Age Group and Gender, in % of Individuals, 2013-2017e
6.4. Products
Product Categories Purchased Online, in % of Online Shoppers, 2017
6.5. Payment
Payment Methods Preferred in E-Commerce, in % of Online Shoppers, June 2017
6.6.  Delivery
Delivery Methods Preferred in E-Commerce, in % of Online Shoppers, June 2017
Delivery/Return Options that Would Encourage Online Shoppers to Buy from an Online Retailer, in % of Online Shoppers, June 2017
6.7.  Players
Top 10 E-Commerce Websites by Average Monthly Number of Visits, in millions, 6 Months to August 2017

7. Ukraine
7.1. 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
7.2.  Sales & Shares
B2C E-Commerce Sales, in UAH billion, 2016 - 2018f
B2C E-Commerce Share of Total Retail Sales, in %, 2017e
7.3.  Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2010 – 2018f
Online Shopper Penetration, in % of Internet Users and in millions, 2017e
Breakdown of Online Shoppers by Age Group, in %, April 2018
7.4. Products
Top 3 Categories Purchased Online, in % of Online Shoppers, 2017
Product Categories Purchased Online, in % of Online Shoppers, October 2017
7.5. Payment
Breakdown of Payment Methods Preferred in E-Commerce, in % of Online Shoppers, April 2018
Top 3 Payment Methods Accepted by E-Commerce Websites, in % of E-Commerce Websites, 2017
7.6.  Delivery
Delivery Methods Preferred in E-Commerce, in % of Online Shoppers, April 2018
7.7.  Players
Top 3 Local and Foreign E-Commerce Platforms by Website Reach, in % of Internet Users and in million Visitors, June 2017
Top 3 Reasons for Buying Online From a Particular Website, in % of Online Shoppers, April 201

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FEATURED COMPANIES

  • Alibaba Group Holding Ltd
  • Amazon.com Inc
  • CITILINK.ru
  • Empik Sp. z o.o.
  • Naspers Ltd.
  • Ozon Holdings Ltd
  • 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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  • Alibaba Group Holding Ltd
  • Allegro Group Sp. z oo
  • Alza.cz a.s.
  • Amazon.com Inc
  • American Express International Inc
  • Bazos.cz
  • CITILINK.ru
  • Ceneo S.A.
  • D-MARKET Elektronik Hizmetler Tic. A.S
  • DNS NN Plyus OOO
  • DPD Ltd
  • DSM GRUP DANISMANLIK ILETISIM VE SATIS TIC A.S.
  • Empik Sp. z o.o.
  • Gitti Gidiyor Bilgi Teknolojileri Sanayi ve Ticaret Anonim Sirketi
  • Heureka.cz
  • MasterCard International Inc
  • Media Markt Polska Sp. Z oo
  • Morele.net Sp. z o.o.
  • Naspers Ltd.
  • OLX Inc.
  • Olx.ua
  • Ozon Holdings Ltd
  • PayPal Holdings Inc
  • PayU Group
  • Ulmart ZAO
  • Visa Inc.
  • Wildberries OOO
  • Zalando SE
  • Zhejiang Tmall.com Technology Co. Ltd
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