EASTERN EUROPE B2C E-COMMERCE MARKET 2018 PUBLICATION DATE: AUGUST 2018
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Eastern Europe B2C E-Commerce Market 2018
Report
B2C E-Commerce
Europe
Czech Republic, Poland, Russia, Turkey, Ukraine
English
PDF & PowerPoint
119
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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?
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.
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Up-To-Date Analysis
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EASTERN EUROPE B2C E-COMMERCE MARKET 2018
B2C E-COMMERCE SALES GROWTH POTENTIAL REMAINS HIGH IN EASTERN EUROPE
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 yStats.com’s 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 yStats.com 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.
EASTERN EUROPE B2C E-COMMERCE MARKET 2018
MARKET 2017
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MANAGEMENT SUMMARY
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
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
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RUSSIA (CONT.)
3.7. DELIVERY (CONT.)
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
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
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EASTERN EUROPE B2C E-COMMERCE MARKET 2018
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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
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
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EASTERN EUROPE B2C E-COMMERCE MARKET 2018
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CZECH REPUBLIC (CONT.)
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
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 2018
EASTERN EUROPE B2C E-COMMERCE MARKET 2018
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REPORT-SPECIFIC SAMPLE CHARTS
EASTERN EUROPE B2C E-COMMERCE MARKET 2018
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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 EASTERN EUROPE B2C E-COMMERCE MARKET 2018
Report Coverage
This report covers the B2C E-Commerce market in Eastern
Europe. Major emerging markets in this region are covered, including
Czech Republic, Poland, Russia, Turkey, and Ukraine. 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, B2C 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 compared to other global regions and the region’s country
comparisons in terms of criteria relevant to B2C E-Commerce, such as
Internet and online shopper penetration rates. 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.
For the top emerging markets in the region, the country
description starts with an overview of the market, highlighting the overall
B2C E-Commerce development in that country.
The “Trends” section includes an overview of market trends, such
as M-Commerce, cross-border online shopping or omnichannel commerce.
Next, the section “Sales & Shares” covers the development of
retail B2C E-Commerce sales and E-Commerce’s share of total retail sales.
Where available, 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 B2C E-Commerce.
Finally, the “Players” section includes information about the
leading E-Commerce companies, such as rankings of top online shopping
platforms by market shares, website visits, or usage rates by online
shoppers, where available.
EASTERN EUROPE B2C E-COMMERCE MARKET 2018
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METHODOLOGY
Poland B2C E-Commerce Market 2018
Turkey B2C E-Commerce Market 2018
Russia B2C E-Commerce Market 2018
Online Retail in Emerging Markets 2018
Global B2C E-Commerce Market 2018
Europe B2C E-Commerce Market 2017
Europe Cross-Border B2C E-Commerce Market 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
Asia-Pacific B2C E-Commerce Market 2018
Southeast Asia B2C E-Commerce Market 2018
India B2C E-Commerce Market 2018
China B2C E-Commerce Market 2018
South Korea B2C E-Commerce Market 2018
August 2018
August 2018
August 2018
August 2018
August 2018
July 2017
February 2017
June 2018
November 2017
November 2017
December 2017
June 2018
May 2018
June 2018
May 2018
May 2018
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Africa B2C E-Commerce Market 2018
MENA B2C E-Commerce Market 2018
GCC B2C E-Commerce Market 2018
Middle East B2C E-Commerce Market 2018
March 2018
March 2018
February 2018
January 2018
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