WESTERN EUROPE B2C E-COMMERCE MARKET 2018 PUBLICATION DATE: AUGUST 2018
PAGE 2 GENERAL INFORMATION I PAGE 3 KEY FINDINGS I PAGE 4-13 TABLE OF CONTENTS I PAGE 14 REPORT-SPECIFIC SAMPLE
CHARTS I PAGE 15 METHODOLOGY I PAGE 16 RELATED REPORTS I PAGE 17 CLIENTS I PAGE 18-19 FREQUENTLY ASKED QUESTIONS
PAGE 20 ORDER FORM I PAGE 21 TERMS AND CONDITIONS
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Western Europe B2C E-Commerce Market 2018
Report
B2C E-Commerce
Western Europe
Austria, Belgium, Denmark, Finland, France, Germany, Italy,
Netherlands, Portugal, Spain, Sweden, Switzerland, UK
English
PDF & PowerPoint
279
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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
Our 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.
ADVANTAGES Maximum Objectivity
Reliable Sources
Up-To-Date Analysis
Boardroom-Ready PowerPoint Presentations
Guidance For Strategic Company Decisions
WESTERN EUROPE B2C E-COMMERCE MARKET 2018
NEW MARKET TRENDS EMERGE IN WESTERN EUROPEAN B2C E-COMMERCE
B2C E-Commerce sales in Western Europe are expected to see steady growth over
the forecast period and increase their share of the region’s overall retail sales to around
one-fifth by 2023. The UK, Germany and France maintain the top 3 ranks in Western Europe
by online retail sales in 2018, while smaller markets such as Spain show higher year-on-year
growth rates, according to the yStats.com report. Besides being the largest, the B2C E-
Commerce market in the UK is also one of the most advanced, with more than eight in ten
individuals making purchases online.
An increasing share of online retail sales in Western Europe is generated via mobile
devices. The Nordics are among the leaders of the M-Commerce trend, fostered by the rise
of mobile payment methods. Another major market development is cross-border E-
Commerce. The percentage of digital buyers making purchases on foreign websites in 2018
is especially high in Ireland, Austria and Belgium. Among the new market trends is voice
commerce. The value of online purchases made by voice command is projected to reach
several billion Euros in the UK alone by 2022. Furthermore, omnichannel behaviours such
as webrooming and showrooming continue to spread across Western Europe. Findings
from Sweden reveal that consumers crossing multiple channels on their way to purchase
are likely to spend more than single-channel buyers.
In terms of competition, Amazon holds the leading position in Western Europe’s
largest online retail markets. In Germany alone Amazon’s market share is approaching 50%,
when including both marketplace and direct-to-consumer sales, according to a recent
estimate cited in the yStats.com report. The U.S.-based E-Commerce giant also outstrips
local competitors in countries including Belgium, France, Italy, Spain, and the UK.
WESTERN EUROPE B2C E-COMMERCE MARKET 2018
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MANAGEMENT SUMMARY
REGIONAL OVERVIEW
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
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
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UK (CONT.)
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
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
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GERMANY (CONT.)
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
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
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FRANCE
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
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
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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
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
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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
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
SWEDEN
10.1. TRENDS
Mobile Shopper Penetration, in % of Internet Users, 2016 & 2017
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10.1. TRENDS (CONT.)
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
SWITZERLAND
11.1. TRENDS
Mobile Shopper Penetration, in % of Online Shoppers, 2016 & 2017
Top 5 Products Categories Purchased via Smartphone, in % of Online Shoppers, 2017
Cross-Border B2C E-Commerce Imports, in CHF billion, 2014 – 2017
Cross-Border B2C E-Commerce Imports Share of Total B2C/C2C E-Commerce Spending, in %, 2016 & 2017
11.2. 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
11.3. INTERNET USERS & ONLINE SHOPPERS
Internet User Penetration, in % of Individuals, 2014 & 2017
Online Shopper Penetration, in % of Internet Users, 2014 & 2017
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11.4. PRODUCTS
B2C E-Commerce and Mail Order Sales, by Product Category, in CHF billion, 2012 – 2017
Product Categories Purchased Online, in % of Online Shoppers, 2017
11.5. PAYMENT
Payment Methods Preferred in E-Commerce, in % of Online Shoppers, June 2017
11.6. DELIVERY
Top 5 Reasons for Shopping Online, incl. Delivery-Related, in % of Online Shoppers, 2017
11.7. PLAYERS
Top 10 Online Shops by Revenues, in CHF million, 2016 & 2017
DENMARK
12.1. TRENDS
Mobile Shopper Penetration, in % of Internet Users, Q2 2017
Share of Online Purchases Made via Smartphone, in %, 2017
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
Top Product Categories Purchased Cross-Border, in % of Cross-Border Online Shoppers in Denmark, 2016 & 2017
Top 5 Countries in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in Denmark, 2016 & 2017
12.2. 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
12.3. INTERNET USERS & ONLINE SHOPPERS
Internet Penetration, in % of Individuals, 2011 - 2017
Online Shopper Penetration, in % of Individuals, 2011 - 2017
12.4. PRODUCTS
Product Categories Purchased Online, in % of Online Shoppers, 2016 & 2017
12.5. PAYMENT
Payment Methods Used and Preferred in Online and Mobile Shopping, in % of Online Shoppers, Q2 2017
12.6. DELIVERY
Delivery-Related Factors That are Important When Shopping Online, in % of Online Shoppers, 2017
12.7. PLAYERS
Breakdown of Top 20 Most Used Websites for Online Shopping, in % of Online Shoppers, H1 2017
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FINLAND
13.1. TRENDS
Mobile Shopper Penetration, in % of Internet Users, Q2 2017
Cross-Border Online Shopper Penetration, in % of Internet Users, Q2 2017
Top Product Categories Purchased Cross-Border, in % of Cross-Border Online Shoppers in Finland, 2016 & 2017
Top 5 Countries in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in Finland, 2016 & 2017
13.2. SALES & SHARES
B2C E-Commerce Sales, in EUR billion, 2016 & 2017
13.3. INTERNET USERS & ONLINE SHOPPERS
Internet Penetration, in % of Individuals, 2011 – 2017
Online Shopper Penetration, in % of Individuals, 2011 - 2017
13.4. PRODUCTS
Breakdown B2C E-Commerce Sales of Products and Services, by Category, in %, 2017
Product Categories Purchased Online, in % of Online Shoppers, 2016 & 2017
13.5. PAYMENT
Payment Methods Used and Preferred in Online and Mobile Shopping, in % of Online Shoppers, Q2 2017
13.6. DELIVERY
Delivery-Related Factors That Are Important When Shopping Online, in % of Online Shoppers, 2017
13.7. PLAYERS
Top 15 Most Used E-Commerce Websites, in % of Online Shoppers, 3 Months to January 2018
AUSTRIA
14.1. TRENDS
M-Commerce Sales, in EUR million, and Year-on-Year Change, in %, 12 Months to April 2013 - 2018
Mobile Shopper Penetration, in % of Individuals, 12 Months to April 2017 & 2018
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
14.2. SALES & SHARES
B2C E-Commerce Sales, in EUR billion, 2015 – 2017
B2C E-Commerce Share of Total Retail Sales, in %, 2017
14.3. INTERNET USERS & ONLINE SHOPPERS
Internet Penetration, in % of Individuals, 2011 - 2017
Online Shopper Penetration, in % of Individuals, 2011 – 2017
13.4. PRODUCTS
Product Categories Purchased Online, in % of Online Shoppers, 2016 & 2017
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14.5. PAYMENT
Payment Methods Preferred in E-Commerce, in % of Online Shoppers, June 2017
14.6. DELIVERY
Top 5 Problems When Shopping Online, incl. Delivery-Related, in % of Online Shoppers, November 2017
14.7. PLAYERS
Top 10 Online Shops by Revenues, in EUR million, 2016
PORTUGAL
15.1. TRENDS
Devices Used for Online Shopping, in % of Online Shoppers, June 2017
Breakdown of Online Shoppers Making Purchases via Smartphone and Tablet, by Using App, Browser or Both, June
2017
Cross-Border Online Shopper Penetration, in % of Online Shoppers, 2017
15.2. SALES & SHARES
B2C E-Commerce Sales, in EUR billion, 2009, 2017e and 2025f
15.3. INTERNET USERS & ONLINE SHOPPERS
Internet Penetration, in % of Individuals, 2011 – 2017
Online Shopper Penetration, in % of Individuals, 2011 – 2017
Online Shopper Penetration, in % of Individuals, 2017e & 2025f
15.4. PRODUCTS
Product Categories Purchased Online, in % of Online Shoppers, 2016 & 2017
15.5. PAYMENT
Payment Methods Preferred in E-Commerce, in % of Online Shoppers, June 2017
15.6. DELIVERY
Delivery/Return Options that Would Encourage Online Shoppers to Buy from an Online Retailer, in % of Online
Shoppers, June 2017
15.7. PLAYERS
Top 5 E-Commerce Websites, by Total Website Visits, in millions, incl. Rank Among All Websites in Portugal and
Category, June 2018
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WESTERN EUROPE B2C E-COMMERCE MARKET 2018 REPORT-SPECIFIC SAMPLE CHARTS
GENERAL METHODOLOGY OF OUR MARKET REPORTS Secondary Market Research
The reports are compiled based on secondary market research.
Secondary research is information gathered from previously published
sources. Our reports are solely based on information and data acquired
from national and international statistical offices, industry and trade
associations, business reports, business and company databases,
journals, company registries, news portals and many other reliable
sources. By using various sources we ensure maximum objectivity for all
obtained data. As a result, companies gain a precise and unbiased
impression of the market situation.
Cross referencing of data is conducted in order to ensure
validity and reliability.
The source of information and its release date are provided on
every chart. It is possible that the information contained in one chart is
derived from several sources. If this is the case, all sources are mentioned
on the chart.
The reports include mainly data from the last 12 months prior
to the date of report publication. Exact publication dates are mentioned in
every chart.
Definitions
The reports take into account a broad definition of B2C E-
Commerce, which might include mobile commerce. As definitions may
vary among sources, exact definition used by the source (if available) is
included at the bottom of the chart.
Chart Types
Our reports include text charts, pie charts, bar charts, rankings,
line graphs and tables. Every chart contains an Action Title, which
summarizes the main idea/finding of the chart and a Subtitle, which
provides necessary information about the country, the topic, units or
measures of currency, and the applicable time period(s) to which the data
refers. With respect to rankings, it is possible that the summation of all
categories amounts to more than 100%. In this case, multiple answers were
possible, which is noted at the bottom of the chart.
Report Structure
Reports are comprised of the following elements, in the following
order: Cover page, preface, legal notice, methodology, definitions, table of
contents, management summary (summarizing main information
contained in each section of report) and report content (divided into
sections and chapters). When available, we also include forecasts in our
report content. These forecasts are not our own; they are published by
reliable sources. Within Global and Regional reports, we include all major
developed and emerging markets, ranked in order of importance by using
evaluative criteria such as sales figures.
Notes and Currency Values
If available, additional information about the data collection, for
example the time of survey and number of people surveyed, is provided in
the form of a note. In some cases, the note (also) contains additional
information needed to fully understand the contents of the respective data.
When providing information about amounts of money, local
currencies are most often used. When referencing currency values in the
Action Title, the EUR values are also provided in brackets. The conversions
are always made using the average currency exchange rate for the
respective time period. Should the currency figure be in the future, the
average exchange rate of the past 12 months is used.
METHODOLOGY OF OUR WESTERN EUROPE B2C E-COMMERCE MARKET 2018
Report Coverage
This report covers the B2C E-Commerce market in Western
Europe. Major advanced and emerging markets in this region are covered,
including Austria, Belgium, Denmark, Finland, France, Germany, Italy, the
Netherlands, Portugal, Spain, Sweden, Switzerland and the UK. A broad
definition of retail E-Commerce used by some original sources cited in this
report might include both B2C and C2C E-Commerce.
The report contains relevant information about international
comparisons, market trends, E-Commerce sales and shares, Internet
users and shoppers, products, payment methods, delivery and players.
Report Structure
The report starts with an overview of the regional E-Commerce
market, regional and country comparisons in terms of criteria relevant to
B2C E-Commerce, such as sales, the E-Commerce share of retail, Internet
and online shopper penetration. The rest of the report is divided into
country chapters, presented in the descending order of retail E-Commerce
sales. Data availability varied by country.
Each country description starts with the “Trends” section that
highlights relevant market trends, such as M-Commerce, omnichannel,
and cross-border online shopping.
The section “Sales & Shares” covers the development of B2C E-
Commerce sales and E-Commerce’s share of total retail sales. For top
markets in the region, information from several sources was provided for
cross-referencing.
In the “Users & Shoppers” section, information about Internet
penetration and online shoppers is included.
Afterwards, the section “Products” shows the leading product
categories purchased online.
The next section, “Payment”, covers the payment methods most
used by online shoppers.
Furthermore, the “Delivery” section covers information related to
delivery in E-Commerce.
Finally, the “Players” section includes information about the
leading E-Commerce companies, including rankings of top online shopping
platforms by sales, website visits, awareness and usage rates by online
shoppers, where available.
For the top two B2C E-Commerce markets in the region, the UK
and Germany, the country descriptions start with an overview chart,
highlighting the overall B2C E-Commerce development.
WESTERN EUROPE B2C E-COMMERCE MARKET 2018
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Eastern Europe B2C E-Commerce Market 2018
Turkey B2C E-Commerce Market 2018
Russia B2C E-Commerce Market 2018
Poland B2C E-Commerce Market 2018
Europe Cross-Border B2C E-Commerce 2017
Europe Online Payment Methods: Full Year 2017
Germany B2C E-Commerce Sales Forecasts 2017 to 2021
UK B2C E-Commerce Sales Forecasts 2017 to 2021
Top 5 B2C E-Commerce Sales Forecasts 2017 to 2021
Online Retail in Emerging Markets 2018
Global B2C E-Commerce Market 2018
Asia-Pacific B2C E-Commerce Market 2018
Southeast Asia B2C E-Commerce Market 2018
Africa B2C E-Commerce Market 2018
MENA B2C E-Commerce Market 2018
Middle East B2C E-Commerce Market 2018
August 2018
August 2018
August 2018
August 2018
February 2017
June 2018
November 2017
November 2017
December 2017
August 2018
July 2018
June 2018
May 2018
March 2018
March 2018
January 2018
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UPCOMING RELATED REPORTS
REPORT PUBLICATION
DATE
PRICE*
Europe B2C E-Commerce Market 2018
Europe Cross-Border B2C E-Commerce 2018
September 2018
September 2018
€ 3,950
€ 1,950
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