Europe B2C E-Commerce Report 2011

December 2011
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December 2011

Publication Date December 2011 Language English Format PDF & PowerPoint Number of Pages/Charts 151 Covered Countries Central Europe: Germany, Austria, Switzerland Western Europe: UK, France, Belgium, Iceland, Ireland, Italy, Luxembourg, Netherlands, Portugal, Spain Eastern Europe: Albania, Bosnia-Herzegovina, Bulgaria, Croatia, Czech Republic, Estonia, Greece, Hungary, Latvia, Lithuania, Macedonia, Poland, Romania, Russia, Slovakia, Slovenia, Turkey, Ukraine Scandinavia: Denmark, Finland, Norway, Sweden Price Single User License:
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Europe B2C E-Commerce Report 2011

Key Findings
Covering 35 European Countries
Total Europe: The highest overall B2C E-Commerce revenue in 2010 was reported in the UK, followed by Germany, France, Spain and Italy. Central Europe: By the end of 2010, Germanys online population was the largest in the entire EU counting more than 50 million Internet users. Clothes and Sports Goods was the most popular B2C E-Commerce category, followed by the categories Books, Magazines and E-Learning Material and Film and Music. Western Europe: Online revenue for fashion items continus to increase in the UK, also due to the growing importance of social media. In 2010, almost half the individuals aged 25-34 purchased products online in the category Clothes and Sports Goods. Eastern Europe: In Eastern Europe, B2C E-Commerce still faces barriers. Low internet penetration rate and limited online payment options curb B2C E-Commerce growth in Hungary. There, the leading competitor in terms of unique visitor numbers is Bookline.hu, followed by Edigital.hu and Libri.hu. candinavia: In Denmark, event tickets, accommodation and other travel arrangements rank among the S leading product categories. Group shopping is another important trend - Groupon planned to launch a Danish site in September 2011.

Company and Product Information

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Europe B2C E-Commerce Report 2011

Table of Contents (1 of 4)
1. MANAGEMENT SUMMARY 2. USA EUROPE: REGIONAL
Western Europe: B2C E-Commerce Sales, by Most popular Payment Methods in B2C Country, in USD billion, 2010-2015f E-Commerce, Market Share in %, 2010 & 2015f (by Credit Card, Debit Card, Online Payment, Western Europe: B2C E-Commerce Sales, in EUR Prepaid2009-2011f Credit Card) billion, Card, Retail Payment Methods used for virtual Goods, in %, Western Europe: Number of Online Shoppers, in millions, 2010 & 2015f 2010 (by Completing Offers, Credit Card, Facebook Western Europe: Online Shopper Penetration by Credits, Game specific stored Value Cards, Country, in % of Population, 2010 PayByCash, PayPal, Payment via Mobile Phone, UltimatePay) Western Europe: Average Online Expenditure per Online Shopper, in EUR, 2010 Activities of Financial Services Company Europe: Individuals using the Internet, by Country, American Express, 2011 in %, 2008-2010 Europe: Internet and Broadband Household Penetration by Country, in %, 2008-2010 Europe: Online Shopper Penetration by Country, in % of Population, 2010 Europe: Internet Usage by Country, ranked by total Unique Visitors, May 2011 Europe: Mobile Internet Access Penetration, by Country, in %, 2010

3. CENTRAL EUROPE (cont.) 3.3. Switzerland

B2C E-Commerce Trends, 2010; incl. Growth of Sales by Category, in %, 2010 B2C E-Commerce, Distance and Retail (2006- 2010) Sales, in CHF billion, 2009-2010 Types of Goods and Services Consumers planned to buy online, in %, April-September 2010 Leading B2C E-Commerce Players; by Unique Visitors (Users) and Audience Reach, June 2011

4. WESTERN EUROPE 4.1. UK (Top Country)

Multichannel and B2C E-Commerce Trends, 2010 Online Fashion Sales Trends, 2011 B2C E-Commerce Sales, in GBP billion, 2002-2010 & 2014f Types of Goods and Services bought online, by Age Groups, in % of Individuals, 2010 Top 5 E-Commerce Websites, ranked by Unique Visitors, January 2011

3. CENTRAL EUROPE 3.1. Germany (Top Country)

Internet Usage Trends, 2010/2011 M-Commerce Sales Outlook, in EUR billion, 2014f B2C E-Commerce Sales of Goods, in EUR billion, 2006-2011f Types of Goods and Services bought online, in %, 2010 Most popular Online Shopping Websites, by Number of Online Shoppers, 2010

4.2. France (Top Country)

B2C E-Commerce Trends, 2010 B2C E-Commerce Sales, in EUR billion, 2006-2012f Types of Goods and Services bought online, in % of Internet Users, 2010 Top 15 E-Commerce Websites, ranked by Unique Visitors, 1st Quarter 2011

3.2. Austria
Internet Usage Trends, 2011; incl. Usage at Home, in %, 2001, 2006 & 2011 B2C E-Commerce Sales (estimated), in EUR billion, 2011 Types of Goods and Services bought online, in % of Internet Users, 2010 News about Group Shopping Sites Groupon and DailyDeal, 2011; incl. Unique Visitors, June 2011

4.3. Belgium
B2C E-Commerce Trends, 2010 B2C E-Commerce Sales, in EUR billion, 2006-2010f Types of Goods and Services bought online, by Age Groups, in %, 2010 Leading B2C E-Commerce Players; by Unique Visitors and Audience Reach, May 2011

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Table of Contents (2 of 4)
4. WESTERN EUROPE (cont.) 4.4. Iceland
Internet Users, in thousands and in % of the Population, 2005, 2006 & 2010 Goods and Services purchased over the Internet, in %, 2011

4. WESTERN EUROPE (cont.) 4.10. Spain

Internet Usage Trends, 2010 B2C E-Commerce Sales, in EUR billion, 2007-2010 Goods and Services purchased on the Internet, in % of Internet Shoppers, 2010 Leading B2C E-Commerce Players; by Unique Visitors (Users) and Audience Reach, May 2011

4.5. Ireland
B2C E-Commerce Sales, in EUR billion, 2009-2010 Share of Product Categories offered by B2C E-Commerce Companies, in %, March 2011

5. EASTERN EUROPE 5.1. Albania

Internet Users, in millions and in % of the Population, 2007, 2009 & 2010

4.6. Italy
B2C E-Commerce Trends, 2010/2011 B2C E-Commerce Sales, in EUR billion, 2006-2010 Leading B2C E-Commerce Product Categories, in % of Online Shoppers, 2010 Leading B2C E-Commerce Players, ranked by estimated Online Sales, in EUR million, 2010

5.2. Bosnia-Herzegovina
Development of Internet Users (millions) and its Percentage of Country Population 2006, 2007 & 2010

4.7. Luxembourg
Internet Users, in thousands and in % of the Population, 2006-2010

5.3. Bulgaria
Development of Internet Users (millions) and its Percentage of Country Population 2006 & 2010 Online Activities of Internet Users, in % of Individuals, 2010 Online Shoppers by Age Groups, in %, 2010

4.8. Netherlands
B2C E-Commerce Shopper Trends, 2010 B2C E-Commerce Sales, in EUR billion, 2006-2010 Types of Goods and Services bought online, by Age Groups, in %, 2010 Leading B2C E-Commerce Players; by Unique Visitors and Audience Reach, May 2011

5.4. Croatia
Development of Internet Users (millions) and its Percentage of Country Population 2006 & 2010 Online Activities of Internet Users, in % of Individuals, 2010 Online Shoppers by Age Groups, in %, 2010

4.9. Portugal
Online Shoppers, in % of the Population, 2002- 2011 Online Shoppers by Gender and Age, in % of the Population, 2011 Types of Goods and Services bought online, in %, 2010

5.5. Czech Republic

B2C E-Commerce Trends, 2010 B2C E-Commerce Sales, in CZK billion, 2006-2010 Types of Goods ordered online, in % of Online Shoppers Age 16+, 12 Months to Q2 2010 Top E-Commerce Sites (incl. Auctions & Market Places), by monthly Visitors, August 2010

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Table of Contents (3 of 4)
5. EASTERN EUROPE (cont.) 5.6. Estonia
Online Activities of Internet Users, in % of Individuals, 2010 Major Product Categories in B2C E-Commerce, in % of Individuals, 2010 Top 3 Online Shops, by Percentage of Shoppers that use the Shop most often, in %, 2009

5. EASTERN EUROPE (cont.) 5.10. Lithuania

Online Activities of Internet Users, in % of Individuals, 2010 Major Product Categories in B2C E-Commerce, in % of Individuals, 2010

5.11. Macedonia 5.7. Greece

Online Activities of Internet Users, in % of Individuals, 2010 B2C E-Commerce Sales, in EUR billion, 2009 & 2010 B2C E-Commerce Product Categories, in % of Online Shoppers, 2010 Online Activities of Internet Users, in % of Individuals, 2010 Share of Online Shoppers on the total Population, in %, 2008-2010

5.12. Poland
B2C E-Commerce Sales Trends B2C E-Commerce Sales, in PLN billion, 2001-2010 Most popular Product Categories in B2C E-Commerce, in %, 2010

5.8. Hungary
B2C E-Commerce Trends, 2010 B2C E-Commerce Sales, in HUF billion, 2005-2011f Most popular Product Categories in B2C E-Commerce, in %, 2010 Leading B2C E-Commerce Players; by Unique Visitors and Audience Reach, July 2011 Monthly Turnover of leading Group Shopping Sites, in HUF million, May 2011

Leading B2C E-Commerce Sites, ranked by B2C E-Commerce Sales, in PLN million, 2010

5.13. Romania
Online Activities of Internet Users, in % of Individuals, 2010 Major Product Categories in B2C E-Commerce, in % of Individuals, 2010 Online Shoppers by Age Groups, in %, 2010

5.9. Latvia
Online Activities of Internet Users, in % of Individuals, 2010 Major Product Categories in B2C E-Commerce, in % of Individuals, 2010

5.14. Russia
B2C E-Commerce Trends, 2011 B2C E-Commerce Sales and Mail-Order Sales, in EUR billion, 2006-2010 Products purchased online, in % of Online Shoppers, 2010

Top 30 Online-Shops, ranked by B2C E-Commerce Sales, in RUB billion, 2010

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Table of Contents (4 of 4)
5. EASTERN EUROPE (cont.) 5.15. Slovakia
B2C E-Commerce Trends, 2010 B2C E-Commerce Sales, in EUR million, 2009 & 2010 Products purchased Online, in %, Q1 2010 Leading B2C E-Commerce Players; by Unique Visitors and Audience Reach, July 2011

6. SCANDINAVIA 6.1. Denmark

B2C E-Commerce Trends, 2011 B2C E-Commerce Sales, in DKK bil., 2010 & 2011f B2C E-Commerce by Product and Region, in % of Internet Shoppers,12 Months to September 2011 Leading B2C E-Commerce Players; by Unique Visitors and Audience Reach, September 2011

5.16. Slovenia
Online Activities of Internet Users, in % of Individuals, 2010 Major Product Categories in B2C E-Commerce, in % of Individuals, 2010 Online Shoppers by Age Groups, in %, 2010

6.2. Finland
Clothing B2C E-Commerce Trends, 2010 & 2016f Breakdown of B2C E-Commerce Sales, into Goods, Services and digital Content, in %, 2010 Types of Goods and Services bought online, in %, 2010 Leading B2C E-Commerce Players; by Unique Visitors and Audience Reach, September 2011

5.17. Turkey
Internet and B2C E-Commerce Trends, 2011 E-Commerce Sales, in TRY billion, 2006-2010 B2C E-Commerce Product Categories, by Purchases of Online Shoppers, in %, April 2010-March 2011

6.3. Norway
ICT Usage Trends in Households, Q2 2011 B2C E-Commerce Sales, in GBP billion, 2009-2010 Types of Goods / Services bought over the Internet, in %, 12 Months to Q2 2011 Leading B2C E-Commerce Players; by Unique Visitors and Audience Reach, September 2011

Leading B2C E-Commerce Players; by Unique Visitors and Audience Reach, September 2011

5.18. Ukraine
B2C E-Commerce Trends, 2011 B2C E-Commerce Sales of Goods, in UAH million, 2008-2010 10 most important Product Categories in B2C E-Commerce, in %, September 2010 & April 2011 10 most important Product Categories in B2C E-Commerce, in %, September 2010 & April 2011

6.4. Sweden
Internet and B2C E-Commerce Trends B2C E-Commerce Sales, in SEK billion, 2003-2011f Types of Goods and Services bought Online, by Age Groups, in %, 2010 Top 10 most recently used Online Shops, in %, October 2010 Leading B2C E-Commerce Players; by Unique Visitors and Audience Reach, September 2011

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Samples
RESEARCH ON INTERNATIONAL MARKETS
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In terms of online shopper penetration, Norway (71%) was the leading European country in 2010, followed by Denmark (68%).
Europe: Online Shopper Penetration by Country, in % of Population, 2010
Norway Denmark UK Netherlands Sweden Luxembourg Finland Germany France Austria Malta Belgium Ireland Slovakia Poland Slovenia Czech Spain Hungary Cyprus Latvia Estonia Portugal Italy Croatia Greece Lithuania Turkey Bulgaria Romania
0%
Source: Eurostat, 2011

33% of German individuals bought Clothes, Sports Goods online in 2010, while 29% purchased Books/Magazines/E-Learning Material.
Germany: Types of Goods and Services bought online, in %, 2010
Clothes, Sports Goods Books/Magazines/E-Learning Material Films/Music Household Goods Tickets for Events Computer Software (incl. Video Games) Electronic Equipment (incl Cameras) Computer Software online delivered Computer Hardware Films/Music, Books online delivered Food/Groceries Shares/Financial Services/Insurance Other Types of Goods or Services 0% 2% 10% 20% 30% 40% 7% 6% 10% 16% 14% 19% 25% 25% 23% 23% 29% 33%

5% 5% 4%

18% 18% 17% 17% 15% 15% 14% 12% 11%

24%

29% 27% 27%

33%

38% 38% 36%

42%

56%

60% 59% 59%

68% 67% 67% 66%

71%

20%

40%

60%

80%

Note: The survey contains individuals having bought or ordered goods or services for private use over the Internet in the past Year; Percentage of individuals.
Source: Eurostat, January 2011

21

28

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Bol.com was the leading B2C E-Commerce player in terms of unique monthly visitors from the Netherlands (3.1 million in May 2011).
Netherlands: Leading B2C E-Commerce Players; by Unique Visitors and Audience Reach, May 2011
Leading B2C E-Commerce Players by Unique Visitors
bol.com w ehkamp.nl neck.nl otto.nl kijkshop.nl dixons.nl freerecordshop.nl mycom.nl dynabyte.nl 0 430 320 260 180 160 500 1000 1500 2000 2500 3000 3500 1100 1000 2600 3100

Communication and Finding Information about Goods and Services were the main online activities of Internet users in Croatia in 2010.
Croatia: Online Activities of Internet Users, in % of Individuals, 2010
Communication 44% 43% 40% 38% 25% 25% 25% 23% 21% 20% 17% 17% 14% 11% 5% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Finding Information about Goods and Services Sending/Receiving E-Mails Reading/Downloading online Newspapers/News Downloading Software Seeking Health Information Travel and Accommodation Services Posting Messages to Social Media Sites or Instant Messaging Listening to Web Radios and/or watching Web TV Internet Banking Job Search or sending an Application Playing/downloading Games, Images, Films or Music Telephoning or Video Calls Uploading self-created Content to any Website to be shared Selling Goods or Services

Leading B2C E-Commerce Players by Audience Reach

bol.com w ehkamp.nl neck.nl otto.nl kijkshop.nl dixons.nl freerecordshop.nl mycom.nl dynabyte.nl 0 2,9 2,2 1,8 1,2 1,1 5 10 in % 15 20 25 7,5 6,8 17,8 21,3

in thousand

Note: Unique visitors (users) and audience reach only include visitors from the corresponding country per month; selected online players with high traffic may not be included.
Source: DoubleClick Ad Planner, June 2011

Source: Eurostat, May 2011

79

65

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Bookline.hu was the leading B2C E-Commerce player in Hungary in July 2011, reaching 390 thousand unique visitors.
Hungary: Leading B2C E-Commerce Players; by Unique Visitors and Audience Reach, July 2011
Leading B2C E-Commerce Players by Unique Visitors (Users)

Buying groceries is a major trend in B2C E-Commerce in Denmark, as well as M-Commerce, delivery issues, and group shopping.
Denmark: B2C E-Commerce Trends, 2011

Leading B2C E-Commerce Players by Audience Reach

bookline.hu

390

bookline.hu

6,4

In Denmark, retail turnover decreases, while B2C E-Commerce keeps on growing. This E-Commerce growth is based on two factors: The Danish population shops more online, and more shops offer E-Commerce. Buying groceries online is a major trend in Denmark, with especially the mothers in families with children doing grocery shopping online. In total, 18% of the Danish population buys groceries online. In Q3 2011, twice as many M-Commerce transactions were observed in Denmark compared to Q3 2010. In Q3 2011, 16% of Danes have conducted E-Commerce transactions via their mobile. More than every third consumer in Denmark calls for free delivery within B2C E-Commerce. Most people are happy with the delivery conditions in general, however free delivery could increase customer satisfaction. 37% of consumers stated in Q3 2011 that they want free delivery options. Group shopping is also a major trend in B2C E-Commerce in Denmark. In September 2011, Groupon announced the launch of a site in Denmark. The deals will be centered on businesses around the four largest cities: Copenhagen initially, and rhus, lborg and Odense in due course.

edigital.hu

290

edigital.hu

4,8

libri.hu

260

libri.hu

4,3

alexandra.hu

240

alexandra.hu

3,9

ebolt.hu

120

ebolt.hu

2,0

100

200

300

400

500

3 in %

in thousand

Note: Unique visitors (users) and audience reach only include visitors from the corresponding country per month;Selected online players with high traffic may not be included.
Source: DoubleClick Ad Planner, August 2011

Source: FDIH, October 2011

133

96

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This is also true in cases of subsequent changes made by the customers or third parties unless such changes do not affect the analysis and removal of a given defect. 6.4 Claims for defects as to quality expire within one year from the commencement of the legal statute of limitation. This limitation does not apply to the extent that applicable law stipulates a longer period in cases of intentional or grossly negligent breaches of duty on the part of us, fraudulent concealment of a defect and injuries to life, body and health. 6.5 Claims for damages and the reimbursement of expenditures are further subject to Section 8. 7. LEGAL DEFECTS 7.1 e are liable for products and services infringing on third-party rights only if and to the W extent that our products and services are used in accordance with the agreed contractual requirements. 7.2 Unless agreed otherwise, our liability for the infringement on third-party rights is limited to the territory of the European Union and the European Economic Area as well as the place of its services proper use as agreed under the applicable Order. 7.3 In the event that a third party asserts claims against the customer, alleging that a service performed by us violates its rights, the customer shall promptly notify us. If a service rendered by us violates thirdparty rights, we shall choose one of the below actions, duly taking into consideration the customers interests: a) procuring for the customer the right to use the service; b) revising the service to render it free of legal violations; or c) withdrawing the service and refunding to the customer any related compensation paid, as adjusted by an adequate user fee, if we cannot effect another remedy at a reasonable expense. 7.4 Upon our request, the Customer shall assist us with the defense against claims according to this section 7, with us reimbursing the Customer for any expenditures and costs incurred as a result, although each of the Parties bears the costs of the use of its own personnel. 7.5 Claims the Customer may hold for legal defects expire in accordance with Section 6.4. 7.6 Claims for damages and the reimbursement of expenditures are further subject to Section 8. 8. LIABILITY 8.1 In cases of intentional misconduct and gross negligence, we are fully liable pursuant to applicable law. 8.2 Our liability in cases of simple negligence is limited as follows: we are liable only if and to the extent that we violated a material contractual obligation (cardinal obligation) i.e., an obligation that (i) the Customer reasonably relied upon at execution of the applicable Order Form and (ii) was of critical significance to the outcome of performance. As regards property damage and financial loss, such liability is limited to typical and foreseeable damages; in no event will we be liable for any incidental, special, punitive or consequential damages, loss of profits or loss of data in such case. 8.3 Our liability for damages under warranties (Beschaffenheitsgarantien) is limited to instances in which the warranty expressly includes such liability. 8.4 Claims for the reimbursement of expenditures and other liability claims asserted by the Customer against us are subject to sections 8.1 through 8.3. 9. CONFIDENTIALITY 9.1 he Parties shall hold in strict confidence for an indefinite period of time all data and T information materials of which they gain knowledge as part of a Contract, be it orally, in writing or otherwise, directly or indirectly, provided that such data or information materials are designated confidential or must be considered confidential based on their nature, and shall use them exclusively as part of the services covered by the relevant Order. This duty of confidentiality excludes data and information materials that: a) were already known or accessible to any third party at the time of disclosure; b) one of the parties legitimately receives from a third party following disclosure, and such third party is not bound by a duty of confidentiality in relations with the other Party; c) must be disclosed by order of and to a government agency or another competent third party; and d) must be disclosed to legal or tax advisors of the contractual customer in question for consulting purposes. In the cases of Sections c) and d), the parties shall (i) promptly inform each other about a given request and prior to disclosing confidential information, and (ii) limit the disclosure of confidential information to the minimum required. 9.2 e may use the Customer as a reference so long as no contractual details are divulged. W 10. JURISDICTION, GOVERNING LAW, MISCELLANEOUS 10.1 Place of payment is Hamburg, Germany. 10.2 All disputes arising from or in connection with any Contract between the parties shall be resolved through the courts of Hamburg. Governing law is German law.

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