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<strong>Europe</strong> <strong>B2C</strong> <strong>Ecommerce</strong> <strong>Report</strong> <strong>2013</strong><br />
Facts, Figures, Markets, Trends and Forecast of <strong>Europe</strong>an <strong>B2C</strong> E-commerce 2012<br />
Including Infographics and Country Profiles of Leading and Emerging E-commerce Markets in <strong>Europe</strong><br />
www.ecommerce-europe.eu
PRESS RELEASE MAY 22 <strong>2013</strong><br />
EUROPE <strong>B2C</strong> E-COMMERCE
COLOFON EUROPE <strong>B2C</strong> E-COMMERCE 3<br />
<strong>Ecommerce</strong> <strong>Europe</strong><br />
Rue d’Accolay 15 box 6<br />
B-1000 Brussels - Belgium<br />
Tel: +32 (0) 2 502 31 34<br />
Website: www.ecommerce-europe.eu<br />
Contact us at: info@ecommerce-europe.eu<br />
For reports: research@ecommerce-europe.eu<br />
Twitter: @<strong>Ecommerce</strong>_eu<br />
In cooporation with GfK, hybris and Salesupply
4 TABLE OF CONTENTS<br />
Table of Contents<br />
Preface page 5<br />
<strong>Europe</strong>: A Brief Introduction page 6<br />
<strong>Ecommerce</strong> <strong>Europe</strong>’s reports on <strong>B2C</strong> e-commerce <strong>2013</strong> page 7<br />
<strong>Europe</strong>: 2012 Key data at a glance page 8<br />
<strong>Europe</strong> <strong>B2C</strong> <strong>Ecommerce</strong> 2012 page 9<br />
<strong>Europe</strong>an regions at a glance page 11<br />
<strong>Europe</strong>an e-commerce, goods and services page 14<br />
<strong>Europe</strong>an e-commerce from a global perspective page 17<br />
Internet access and (mobile) usage in <strong>Europe</strong> page 20<br />
Mature and emerging markets in <strong>Europe</strong> page 24-33<br />
The Mature Markets page 25-29<br />
United Kingdom page 25<br />
Germany page 25<br />
France page 26<br />
Denmark page 26<br />
Finland page 27<br />
Norway page 27<br />
Sweden page 28<br />
The Netherlands page page 28<br />
EUROPE <strong>B2C</strong> E-COMMERCE<br />
Austria page 29<br />
Switzerland page 29<br />
The Emerging markets page 30-33<br />
Spain page 30<br />
Italy page 30<br />
Belgium page 31<br />
Ireland page 31<br />
Poland page 32<br />
Russia page 32<br />
Turkey page 33<br />
Greece page 33<br />
Forecast up till 2016 page 35<br />
Online payments in <strong>Europe</strong> page 36<br />
Cross-Border e-commerce in <strong>Europe</strong> page 39<br />
The <strong>Europe</strong>an Union (EU) - A Brief Overview page 43<br />
<strong>Europe</strong>an Measurement Standard for <strong>Ecommerce</strong> (EMSEC) page 48<br />
How to get involved? page 50<br />
About <strong>Ecommerce</strong> <strong>Europe</strong> <strong>Report</strong>s page 52<br />
About the authors page 53<br />
Methodology, Acknowledgements and Sources page 54
PREFACE EUROPE <strong>B2C</strong> E-COMMERCE 5<br />
Preface<br />
<strong>Europe</strong>an <strong>B2C</strong> e-commerce is developing extremely well.<br />
In 2010 <strong>Europe</strong> overtook the USA, the biggest market in the<br />
world until then. In 2012 <strong>Europe</strong>an <strong>B2C</strong> e-commerce,<br />
including online retail goods and services such as online tra-<br />
vel bookings, events and other tickets, downloads etc., grew<br />
by 19% to reach €311.6 bn. Figures in <strong>Ecommerce</strong> <strong>Europe</strong><br />
reports are based on the <strong>Europe</strong>an Measurement Standard<br />
for <strong>Ecommerce</strong> (EMSEC) and are in compliance with data<br />
and figures from GfK, unless noted differently.<br />
This <strong>Europe</strong> <strong>B2C</strong> <strong>Ecommerce</strong> <strong>Report</strong> <strong>2013</strong> focuses on<br />
facts, figures, trends and forecasts for <strong>Europe</strong> (including<br />
the 28 EU member countries). <strong>Ecommerce</strong> <strong>Europe</strong> is also<br />
publishing regional reports covering the various <strong>Europe</strong>an<br />
regions: North, Central, West, East and South. This report<br />
also includes a short overview of global e-commerce taken<br />
from our Global <strong>B2C</strong> <strong>Ecommerce</strong> <strong>Report</strong> <strong>2013</strong>, which<br />
focuses on <strong>B2C</strong> e-commerce around the globe and various<br />
continents and regions. In this report we compare some of<br />
the key <strong>Europe</strong>an e-commerce figures with North and South<br />
America, Asia-Pacific, the Middle East and Africa.<br />
<strong>Ecommerce</strong> <strong>Europe</strong>, representing e-commerce associations<br />
and e-commerce companies in <strong>Europe</strong>, wishes to thank<br />
all participating national associations and their individual<br />
research partners for providing data and information.<br />
We also extend our thanks to all participating company<br />
members, business partners and stakeholders for their<br />
involvement in making <strong>Ecommerce</strong> <strong>Europe</strong> reports possible.<br />
A special word of thanks to GfK for their close cooperation<br />
and involvement as well as granting access to exclusive<br />
data on industry sectors.<br />
<strong>Ecommerce</strong> <strong>Europe</strong>’s mission is to promote the interests<br />
of <strong>B2C</strong> e-commerce in <strong>Europe</strong>. <strong>Ecommerce</strong> <strong>Europe</strong> offers<br />
a platform to guide and assist companies in identifying and<br />
accessing new markets in <strong>Europe</strong> and worldwide and also to<br />
provide information on this fascinating, fast-growing industry.<br />
To this end, <strong>Ecommerce</strong> <strong>Europe</strong> not only collects data and<br />
know-how, but also prepares in-depth reports including<br />
facts, figures, trends and forecasts on <strong>Europe</strong>, the various<br />
regions of <strong>Europe</strong>, and on leading and emerging countries<br />
and markets around the globe.<br />
The aim of all our reports is to provide insight in order to help<br />
online retailers make the most appropriate decisions in support<br />
of their strategy to expand their business into new markets.<br />
Please contact us for further information, purchases and tailor-<br />
made reports via our website www.ecommerce-europe.eu or<br />
email us at research@ecommerce-europe.eu<br />
Brussels, June <strong>2013</strong><br />
François Momboisse<br />
President of <strong>Ecommerce</strong> <strong>Europe</strong><br />
Wijnand Jongen<br />
Vice-President and Chair of the Executive Committee<br />
Chair of the Statistical & Research Board<br />
Editor
6<br />
EUROPE: A BRIEF INTRODUCTION EUROPE <strong>B2C</strong> E-COMMERCE<br />
<strong>Europe</strong>: a brief Introduction<br />
<strong>Europe</strong> is one of the world’s seven continents.<br />
Comprising the most westerly peninsula of Eurasia,<br />
<strong>Europe</strong> is generally regarded as separated from Asia by<br />
the watershed divides of the Ural and Caucasus<br />
Mountains, the Ural River, the Caspian Sea and the Black<br />
Sea, and the waterways connecting the Black Sea with<br />
the Aegean Sea. <strong>Europe</strong> is bordered by the Arctic Ocean<br />
to the north, the Atlantic Ocean to the west, the<br />
Mediterranean Sea to the south, and the Black Sea and<br />
connected waterways to the southeast.<br />
It surface area makes <strong>Europe</strong> the world’s second-smallest<br />
continent, covering about 10,180,000 square kilometres<br />
or 2% of the Earth’s surface and about 6.8% of its land<br />
area. With over 17 million km2 Russia is by far the largest<br />
country, taking up 40% of the continent (although the<br />
country has territory in both <strong>Europe</strong> and Asia) followed<br />
by Turkey with an area of 302,000 km2 and Ukraine with<br />
233,000 km2. Vatican City is the smallest in size, just 0.44<br />
km2.<br />
In 2012, the population of <strong>Europe</strong> was estimated to be<br />
820 million (approximately one-ninth of the world’s<br />
population), which makes <strong>Europe</strong> the third-most populous<br />
continent after Asia and Africa. Within <strong>Europe</strong> Russia has<br />
the largest number of inhabitants (142 million), followed<br />
by Germany (82 million) and Turkey (75 million).<br />
A century ago, <strong>Europe</strong> had nearly a quarter of the world’s<br />
population. The population of <strong>Europe</strong> has grown in the<br />
past century, but in other areas of the world (in particular<br />
Africa and Asia) the population has grown far more rapidly.<br />
Among the continents, <strong>Europe</strong> has a relatively high<br />
population density, second only to Asia. According to a<br />
United Nations (UN) population projection 1 , <strong>Europe</strong>’s<br />
population may fall to about 7% of world population by<br />
2050. The UN predicts the steady population decline of<br />
vast areas of Eastern <strong>Europe</strong>.<br />
With the exception of Armenia, Azerbaijan, Georgia and<br />
Kazakhstan (which countries are considered<br />
“transcontinental” countries 2 ), <strong>Europe</strong> comprises 47<br />
countries, including the 28 members of the <strong>Europe</strong>an<br />
Union (including Croatia as of July 1, <strong>2013</strong>), Iceland,<br />
Montenegro, Former Yugoslavian Republic of Macedonia,<br />
Serbia, Turkey (candidate members), Albania, Bosnia and<br />
Herzegovina and Kosovo (potential members of the EU).<br />
The other countries are Andorra, Belarus, Liechtenstein,<br />
Moldova, Monaco, Norway, Russia, San Marino,<br />
Switzerland, Ukraine and Vatican City.<br />
1 United Nations Population Division, World Population Prospects, 2010 Revision<br />
2 Countries spanning more than one continent, in this case <strong>Europe</strong> and Asia<br />
820<br />
million<br />
<strong>Europe</strong>’s population in 2012
EUROPE: A BRIEF INTRODUCTION EUROPE <strong>B2C</strong> E-COMMERCE 7<br />
Figure 1: <strong>Europe</strong>an countries,<br />
including EU28, <strong>Ecommerce</strong><br />
<strong>Europe</strong>, <strong>2013</strong><br />
Impact of the E-commerce on the <strong>Europe</strong>an Economy<br />
The total Gross Domestic Product (GDP) of <strong>Europe</strong> in<br />
2012 is estimated to have reached around €16 trillion,<br />
of which the GDP of the EU28 was just over 80 per cent.<br />
<strong>Ecommerce</strong> <strong>Europe</strong> estimates the share of the <strong>Europe</strong>an<br />
Internet economy at 3.5%, a percentage that is set to<br />
double by 2016 and to triple by 2020.<br />
The number of jobs created directly and indirectly by<br />
the <strong>B2C</strong> e-commerce sector is estimated at 2 million in<br />
<strong>Europe</strong>, a figure that will grow with the on-going increase<br />
and penetration of online in society, and the projected<br />
growth of (<strong>B2C</strong>) e-commerce.<br />
According to data received from national e-commerce<br />
associations, <strong>Ecommerce</strong> <strong>Europe</strong> estimates the number<br />
of <strong>B2C</strong> websites to have grown to 550,000 at the end<br />
of 2012, growing at a pace of 15 to 20% per year and<br />
set to grow even more given the growth foreseen in the<br />
upcoming markets in the South and the East, where <strong>B2C</strong><br />
e-commerce is rapidly closing the gap with the more<br />
mature markets in North, West, and Central <strong>Europe</strong>.<br />
Postal and private operators have reaped the fruits of the<br />
impressive growth over the past years of (<strong>B2C</strong>) e-com-<br />
merce. <strong>Ecommerce</strong> <strong>Europe</strong> estimates the annual number<br />
of <strong>B2C</strong> parcels sent to customers domestically and across<br />
borders to other (<strong>Europe</strong>an) countries at 3.5 billion,<br />
a number that will certainly continue to grow with the<br />
increase forecasted for <strong>B2C</strong> e-commerce in <strong>Europe</strong>.<br />
<strong>Ecommerce</strong> <strong>Europe</strong>’s reports on <strong>B2C</strong> e-commerce <strong>2013</strong><br />
<strong>Europe</strong>an <strong>B2C</strong> <strong>Ecommerce</strong> <strong>Report</strong> <strong>2013</strong>: €1,950<br />
5 <strong>Europe</strong>an regional reports <strong>2013</strong>: €790<br />
(including 30 Infographics and in-depth Country Profiles*)<br />
Western <strong>Europe</strong> <strong>Report</strong><br />
Belgium*, France*, Ireland*, Netherlands*, Luxembourg* and United Kingdom*<br />
Central <strong>Europe</strong> <strong>Report</strong>:<br />
Austria*, Czech Republic*, Germany*, Hungary*, Poland*, Slovakia*, Slovenia and Switzerland*<br />
Southern <strong>Europe</strong> <strong>Report</strong>:<br />
Croatia, Cyprus, Greece*, Italy* , Portugal*, Spain* and Turkey*<br />
Northern <strong>Europe</strong> <strong>Report</strong>:<br />
Denmark*, Estonia*, Finland*, Iceland* , Latvia*, Lithuania*, Norway* and Sweden*<br />
Eastern <strong>Europe</strong> <strong>Report</strong>:<br />
Albania, Belarus, Bosnia Herzegovina, Montenegro, Bulgaria, FYR Macedonia, Kosovo ,<br />
Moldova, Romania*, Russia*, Serbia and Ukraine*<br />
All <strong>Europe</strong>an reports (5 regional reports + <strong>Europe</strong>an <strong>Report</strong>): €2,950<br />
Global <strong>B2C</strong> <strong>Ecommerce</strong> <strong>Report</strong> <strong>2013</strong>: €2,450<br />
Regional /continental reports: - €950 per report<br />
North America: USA, Mexico and Canada<br />
Latin America: Brazil, Argentina, Chile and others<br />
Asia-Pacific: Japan, China, India, Australia, Indonesia, Vietnam, South Korea etc.<br />
MENA REGION: Middle East and North Africa<br />
BRIC Countries: Brazil, Russia, Indonesia, China and other economic entities<br />
All-In-One <strong>Ecommerce</strong> <strong>Report</strong> Package: €4,950<br />
(<strong>Europe</strong>an and Global <strong>Report</strong> + 5 <strong>Europe</strong>an Regional <strong>Report</strong>s + 5 Regional/Continental<br />
<strong>Report</strong>s)<br />
Tailor-made reports are available upon request: research@ecommerce-europe.eu.
EUROPE 2012 Key data at a glance<br />
8<br />
<strong>Europe</strong><br />
312 bn<br />
EUROPE: 2012 KEY DATA AT A GLANCE EUROPE <strong>B2C</strong> E-COMMERCE<br />
West 160.8 bn + 15.8%<br />
Central 76.3 bn + 20.5%<br />
South 32.4bn + 29.3%<br />
North 28.5 bn + 17.0%<br />
East 13.6 bn + 33.0%<br />
+19%<br />
EU28<br />
277 bn<br />
+18%<br />
Total <strong>B2C</strong> e-sales 2012 of goods and services<br />
3.5% Contribution Internet Economy to GDP<br />
2, ,<br />
jobs directly or indirectly via e-commerce<br />
550,000<br />
estimated online businesses<br />
3.5 billion<br />
€16.0trn<br />
number of parcels annually (e)<br />
1<br />
2 3<br />
Average spend per<br />
e-Shopper<br />
€1,243<br />
820 million<br />
people live in <strong>Europe</strong>.<br />
529 million<br />
people use the internet.<br />
250 million<br />
people are e-shoppers.<br />
5%<br />
5.5%<br />
(€17bn)<br />
Estimated<br />
M-commerce<br />
5,5%<br />
(€17bn)<br />
€110bn<br />
online travel<br />
50,000<br />
GDP 2012 estimated share<br />
UK,<br />
Germany, France<br />
61% of total<br />
e-commerce sales<br />
in <strong>Europe</strong><br />
100%<br />
Top 5 E-commerce countries in<br />
turnover (EUR million)<br />
UK<br />
German<br />
France<br />
Spain<br />
Russia<br />
Turkey<br />
Greece<br />
Ukraine<br />
Hungary<br />
Romania<br />
96,193<br />
45,000<br />
12,969<br />
10,302<br />
75%<br />
61%<br />
41%<br />
35%<br />
33%<br />
64%<br />
Top 5 emerging countries in % growth<br />
48%<br />
Turnover<br />
technical<br />
consumer<br />
goods on<br />
internet +9.1%<br />
of online retail<br />
in total retail<br />
“350 million social media users”<br />
<strong>Europe</strong>an <strong>B2C</strong> <strong>Ecommerce</strong> report <strong>2013</strong> ©<br />
www.ecommerce-europe.eu<br />
Info: research@ecommerce-europe.eu<br />
Figures and data in compliance with GfK<br />
In cooporation with Salesupply and hybris
EUROPE <strong>B2C</strong> ECOMMERCE 2012 EUROPE <strong>B2C</strong> E-COMMERCE 9<br />
61%<br />
Share that UK, Germany<br />
and France have in<br />
the total <strong>Europe</strong>an<br />
e-commerce industry<br />
<strong>Europe</strong> <strong>B2C</strong> <strong>Ecommerce</strong> 2012<br />
<strong>Europe</strong>an <strong>B2C</strong> e-commerce is developing extremely well.<br />
In 2010 <strong>Europe</strong> overtook the USA, the biggest market in<br />
the world until then. In 2012 <strong>Europe</strong>an <strong>B2C</strong> e-commerce,<br />
including online retail goods and services such as online<br />
travel bookings, vents and other tickets, downloads etc.,<br />
grew by 19.0% to reach €311.6 bn. The EU28 reached<br />
€276.5 bn, or 88.7% of total <strong>Europe</strong>an e-sales, a growth<br />
of 18.1% 3 .<br />
SHARE EU28 OF E-COMMERCE TURNOVER IN<br />
EUROPE<br />
Rest of<br />
<strong>Europe</strong><br />
11,3%<br />
EU 88,7%<br />
Growth rates in mature countries such as the UK, the<br />
Netherlands, Sweden and Norway are slowing down to<br />
around 10-15%, pagina 7 while Germany, France, Italy and Spain<br />
are still increasing by about 20-25% and more as the<br />
number of Internet-users and shoppers continues to grow.<br />
The fastest growing and upcoming markets are those of<br />
Eastern and South-East <strong>Europe</strong>: Russia, Poland, Ukraine,<br />
Turkey and Greece where annual growth rates are expected<br />
to reach 30 to 40% and more in the next few years.<br />
€311.6 billion<br />
<strong>Europe</strong>’s <strong>B2C</strong> e-commerce turnover in 2012<br />
The <strong>Europe</strong>an e-commerce industry is clearly dominated<br />
by the three leading e-commerce industries in <strong>Europe</strong>:<br />
the UK (€96 bn), Germany (€50 bn) and France (€45 bn).<br />
The total of €191 bn of these three countries together<br />
represents 61% of the total <strong>Europe</strong>an <strong>B2C</strong> e-commerce<br />
sector and 69% of the EU28.<br />
SHARE UK, GERMANY AND FRANCE OF TOTAL<br />
E-COMMERCE TURNOVER IN EUROPE<br />
BIG3<br />
191<br />
<strong>Europe</strong>an e-commerce is growing steadily every year,<br />
outpacing growth in traditional retail and services. <strong>B2C</strong><br />
pagina 7<br />
e-commerce represents one of the major drivers of the<br />
ailing <strong>Europe</strong>an economy.<br />
However, there are large differences in development<br />
between the mature markets in the North and the North<br />
West, and the emerging (though rapidly catching up)<br />
countries in South, Central and Eastern <strong>Europe</strong>, led by<br />
Russia, Turkey and Poland.<br />
EU28<br />
276<br />
3 Sales for 2011 and previously have been calculated in Euro 2012 exchange rates as provided by the <strong>Europe</strong>an Central Bank<br />
45<br />
Figure 2: Share in % EU28<br />
of e-commerce turnover in<br />
<strong>Europe</strong> and in billions of euros<br />
50
10<br />
EUROPE <strong>B2C</strong> ECOMMERCE 2012 EUROPE <strong>B2C</strong> E-COMMERCE<br />
19.0%<br />
<strong>Europe</strong>’s <strong>B2C</strong><br />
e-commerce<br />
growth in<br />
2012<br />
Western <strong>Europe</strong> (including the UK, France, the Benelux<br />
countries and Ireland) is the <strong>Europe</strong>an region with the<br />
highest <strong>B2C</strong> e-commerce turnover. This is due to the impact<br />
of two of the largest e-commerce economies in <strong>Europe</strong>:<br />
the UK and France. Western <strong>Europe</strong> represents €160.8 bn<br />
or 51.6% of the total <strong>Europe</strong>an e-commerce market.<br />
The Central <strong>Europe</strong>an region – which includes Germany,<br />
Austria, Switzerland and Poland – is the second largest<br />
e-commerce region in <strong>Europe</strong>, with €76.3 bn or 24.5% of<br />
the <strong>Europe</strong>an e-commerce industry. Germany sets the<br />
tone in this region as the second largest e-commerce<br />
nation of <strong>Europe</strong>.<br />
The Southern <strong>Europe</strong>an region surpassed the Nordic<br />
countries in 2012 and is now the third region in <strong>Europe</strong>,<br />
with €32.4 bn turnover and a staggering 29.3% growth<br />
rate. Its share in the total <strong>Europe</strong>an e-commerce market<br />
is 10.4%. Eastern <strong>Europe</strong> and Southern <strong>Europe</strong> – inclu-<br />
ding Spain, Italy, Portugal, Greece and Turkey – are the<br />
two regions with the most emerging e-commerce markets.<br />
The Northern <strong>Europe</strong>an region – with Sweden, Denmark,<br />
Finland, Norway and the Baltic states – is now in fourth<br />
position for e-commerce size, with €28.7 bn and a 9.2%<br />
<strong>Europe</strong>an market share.<br />
The Eastern <strong>Europe</strong>an region, led by Russia, has shown<br />
an impressive 32.6% growth , reaching a turnover of<br />
€13.4 bn and a 4% market share.<br />
The following table shows the turnover of <strong>Europe</strong>an <strong>B2C</strong><br />
e-commerce, including goods and services, for the years<br />
2009, 2010, 2011 and 2012 in billions of euros and the<br />
percentage growth per year:<br />
EUROPEAN <strong>B2C</strong> E-COMMERCE TURNOVER OF GOODS AND SERVICES, IN MILLION<br />
OF EUROS AND PERCENTAGE GROWTH, 2009-2012<br />
<strong>Europe</strong>an Region 2009 2010 Growth 2011 Growth 2012 Growth<br />
West 99,0 118,1 19.4% 138,8 17.5% 160,8 15.8%<br />
Central 44,2 53,3 20.7% 63,4 18.8% 76,3 20.5%<br />
South 16,4 20,0 21.9% 25,1 25.2% 32,4 29.3%<br />
North 19,2 22,0 14.2% 24,9 13.3% 28,7 15.1%<br />
East 5,7 7,5 31.3% 10,1 34.9% 13,4 32.6%<br />
Total <strong>Europe</strong> (47) 184,5 220,9 19.7% 262,3 18.7% 311,6 18.8%<br />
Total EU (28) 166,7 198,6 19.1% 234,1 17.9% 276,5 18.1%<br />
Figure 3: <strong>Europe</strong>an e-commerce turnover of goods and services, <strong>Ecommerce</strong> <strong>Europe</strong>, <strong>2013</strong>
EUROPEAN REGIONS AT A GLANCE EUROPE <strong>B2C</strong> E-COMMERCE 11<br />
<strong>Europe</strong>an regions at a glance<br />
Western <strong>Europe</strong><br />
In 2012 the total Western <strong>Europe</strong>an <strong>B2C</strong> e-commerce<br />
economy reached €160.8 bn, a growth of 15.8%<br />
compared to 2011. The UK (€96.2 bn) and France (€45<br />
bn) are the largest e-commerce countries in Western<br />
<strong>Europe</strong>, with growth percentages in 2012 of 14.4% for the<br />
UK and 19.4% for France.<br />
Interesting is the 8.9% growth in the Netherlands,<br />
the first <strong>Europe</strong>an country that did not have double-digit<br />
growth in 2012.<br />
WESTERN EUROPEAN <strong>B2C</strong> E-COMMERCE TURNOVER IN MILLION EUROS AND<br />
PERCENTAGE GROWTH, 2009-2012<br />
WEST Country 2009 2010 Growth 2011 Growth 2012 Growth<br />
UK 61,415 72,515 18.1% 84,107 16.0% 96,193 14.4%<br />
France 25,000 31,000 24.0% 37,700 21.6% 45,000 19.4%<br />
Netherlands 7,400 8,200 10.8% 9,000 9.8% 9,800 8.9%<br />
Belgium 2,825 3,200 13.3% 4,000 25.0% 4,800 20.0%<br />
Ireland 2,130 2,960 39.0% 3,700 25.0% 4,600 24.3%<br />
Luxembourg 200 250 25.0% 320 28.0% 400 25.0%<br />
Total 98,970 118,125 19.4% 138,827 17.5% 160,793 15.8%<br />
Figure 4: Western <strong>Europe</strong>an e-commerce turnover of goods and services, <strong>Ecommerce</strong> <strong>Europe</strong>, <strong>2013</strong><br />
Central <strong>Europe</strong><br />
In 2012 the total e-commerce economy of Central <strong>Europe</strong><br />
amounted to €76.3 bn, a growth of 20.5% compared to<br />
2011. Leader in Central <strong>Europe</strong> is Germany with a €50<br />
bn turnover and a 21.6% growth rate . The increased<br />
growth in the German market over the last years – 16.8%<br />
in 2011, 21.6% in 2012 – seems to reflect on the late<br />
adoption of e-commerce by the mail order industry which<br />
has been traditionally strong in Germany. Notable also are<br />
the growth percentages of Austria and Switzerland, 16.7%<br />
and 15.5%, which seem to indicate that both countries are<br />
becoming more mature e-commerce markets.<br />
CENTRAL EUROPEAN <strong>B2C</strong> E-COMMERCE TURNOVER IN MILLION EUROS AND<br />
PERCENTAGE GROWTH, 2009-2012<br />
CENTRAL Country 2009 2010 Growth 2011 Growth 2012 Growth<br />
Germany 30,000 35,200 17.3% 41,100 16.8% 50,000 21.6%<br />
Austria 5,000 6,500 30.0% 8,400 29.0% 9,800 16.7%<br />
Switzerland 5,559 6,886 23.9% 7,882 14.5% 9,100 15.5%<br />
Poland 2,019 2,509 24.3% 3,346 33.4% 4,181 25.0%<br />
CZ Republic 1,021 1,305 27.8% 1,505 15.3% 1,800 19.6%<br />
Hungary 346 453 30.9% 498 9.9% 675 35.5%<br />
Slovakia 96 300 212.5% 400 33.3% 500 25.0%<br />
Slovenia 125 160 28.0% 200 25.0% 250 25.0%<br />
Liechtenstein 18 24 33.3% 30 25.0% 40 33.3%<br />
Total 44,184 53,337 20.7% 63,361 18.8% 76,346 20.5%<br />
Figure 5: Central <strong>Europe</strong>an e-commerce turnover of goods and services, <strong>Ecommerce</strong> <strong>Europe</strong>, <strong>2013</strong>
12<br />
EUROPEAN REGIONS AT A GLANCE EUROPE <strong>B2C</strong> E-COMMERCE<br />
Southern <strong>Europe</strong><br />
In 2012 the total e-commerce economy of the Southern<br />
<strong>Europe</strong>an countries amounted to €32.4 bn, a 29.3%<br />
growth compared to 2011. The countries of Southern<br />
<strong>Europe</strong>, together with the Eastern <strong>Europe</strong>an countries,<br />
the Baltic States and Iceland, are emerging e-commerce<br />
countries with growth percentages between 25 and 33%.<br />
SOUTHERN EUROPEAN <strong>B2C</strong> E-COMMERCE TURNOVER IN MILLION EUROS<br />
AND PERCENTAGE GROWTH, 2009-2012<br />
SOUTH Country 2009 2010 Growth 2011 Growth 2012 Growth<br />
Spain 7,760 9,114 17.4% 10,917 19.8% 12,969 19.0%<br />
Italy 5,772 6,779 17.4% 8,052 18.8% 9,582 19.0%<br />
Turkey 1,323 1,985 50.0% 3,114 56.9% 5,448 75.0%<br />
Greece 800 1,200 50.0% 1,800 50.0% 2,900 61.0%<br />
Portugal 650 780 20.0% 940 20.5% 1,200 27.0%<br />
Croatia 90 120 33.3% 160 33.3% 200 25.0%<br />
Cyprus 40 60 50.0% 95 58.3% 115 21.0%<br />
Malta 7 10 42.9% 15 50.0% 20 33.0%<br />
Total 16,442 20,048 21.9% 25,093 25.2% 32,434 29.3%<br />
Figure 6: Southern <strong>Europe</strong>an e-commerce turnover of goods and services, <strong>Ecommerce</strong> <strong>Europe</strong>, <strong>2013</strong><br />
Northern <strong>Europe</strong><br />
In 2012 the total <strong>B2C</strong> e-commerce economy of the Nordic<br />
countries, including Sweden, Denmark, Finland, Norway,<br />
the Baltic states and Iceland amounted to €28.7 bn,<br />
a 15.1% growth in comparison with 2011.<br />
The more mature markets of Sweden, Denmark,<br />
Norway and Finland are comparable, with growth figures<br />
between 10 and 20%, averaging around €7 bn in turnover<br />
per country, except for Finland with a turnover in 2012<br />
of €5.4 bn.<br />
NORTHERN EUROPEAN E-COMMERCE TURNOVER IN MILLION EUROS<br />
AND PERCENTAGE GROWTH, 2009-2012<br />
NORTH Country 2009 2010 Growth 2011 Growth 2012 Growth<br />
Figure 7: Northern <strong>Europe</strong>an e-commerce turnover of goods and services, <strong>Ecommerce</strong> <strong>Europe</strong>, <strong>2013</strong><br />
Eastern <strong>Europe</strong><br />
Norway 5,926 6,421 8.4% 7,197 12.1% 7,900 9.8%<br />
Denmark 4,299 5,374 25.0% 6,180 15.0% 7.388 19.5%<br />
Sweden 5,055 5,744 13.6% 6,434 12.0% 7,238 12.5%<br />
Finland 3,635 4,000 10.0% 4,500 12.5% 5,400 20.0%<br />
Estonia 35 50 42.9% 75 50.0% 100 33.3%<br />
Latvia 70 90 28.6% 120 33.3% 150 25.0%<br />
Lithuania 160 200 25.0% 250 25.0% 300 20.0%<br />
Iceland 90 120 33.3% 160 33.3% 200 25.0%<br />
Total 19,270 21,999 14.2% 24,916 13.3% 28,676 15.1%<br />
The total <strong>B2C</strong> e-commerce economy of the Eastern<br />
<strong>Europe</strong>an countries is still small. In 2012 the e-commerce<br />
turnover of the emerging e-commerce economies of<br />
Russia, Bulgaria, Romania and other nations amounts to
EUROPEAN REGIONS AT A GLANCE EUROPE <strong>B2C</strong> E-COMMERCE 13<br />
€13.4 bn, a growth of 32.6% compared to 2011.<br />
Leading country – and in terms of population the most<br />
promising e-commerce market – in the East is Russia,<br />
with a growth of 33%.<br />
EASTERN EUROPEAN <strong>B2C</strong> E-COMMERCE TURNOVER IN MILLION EUROS<br />
AND PERCENTAGE GROWTH, 2009-2012<br />
EAST Country 2009 2010 Growth 2011 Growth 2012 Growth<br />
Russia 4,634 6,011 39.7% 7,764 29.2% 10,302 32.9%<br />
Romania 325 425 30.8% 600 41.2% 800 33.3%<br />
Ukraine 260 390 50.0% 780 100.0% 1,100 41.0%<br />
Bulgaria 50 90 80.0% 120 33.3% 150 25.0%<br />
Others est. 422 556 31.8% 815 46.6% 1,010 23.9%<br />
Total 5,691 7,472 31.3% 10,079 34.9% 13,362 32.6%<br />
Figure 8: Eastern <strong>Europe</strong>an e-commerce turnover of goods and services, <strong>Ecommerce</strong> <strong>Europe</strong>, <strong>2013</strong><br />
TOP 10 E-COMMERCE COUNTRIES IN<br />
TURNOVER IN MILLION EUROS in 2012<br />
1 UK<br />
Country<br />
2 Germany<br />
3 France<br />
4 Spain<br />
5 Russia<br />
6 Netherlands<br />
7 Austria<br />
8 Italy<br />
9 Switzerland<br />
10 Norway<br />
TOP 10 EMERGING COUNTRIES IN<br />
PERCENTAGE GROWTH IN 2012<br />
Country<br />
1 Turkey<br />
2 Greece<br />
3 Ukraine<br />
4 Hungary<br />
5 Romania<br />
6 Estonia<br />
7 Russia<br />
8 Malta<br />
9 Poland<br />
10 Bulgaria<br />
e-Sales 2012<br />
96,193<br />
50,000<br />
45,000<br />
12,969<br />
10,302<br />
9,800<br />
9,800<br />
9,582<br />
9,100<br />
7,900<br />
e-Sales 2012<br />
75%<br />
61%<br />
41%<br />
35%<br />
33%<br />
33%<br />
33%<br />
33%<br />
25%<br />
25%<br />
Source: <strong>Ecommerce</strong> <strong>Europe</strong>, <strong>2013</strong>: e-sales of goods and services
14<br />
%{<br />
€{<br />
EUROPEAN E-COMMERCE, GOODS AND SERVICES EUROPE <strong>B2C</strong> E-COMMERCE<br />
Figure 9:<br />
Share of e-commerce goods and<br />
services per country in 2012,<br />
Western <strong>Europe</strong>an e-commerce<br />
turnover of goods and services,<br />
<strong>Ecommerce</strong> <strong>Europe</strong>, <strong>2013</strong><br />
<strong>Europe</strong>an e-commerce, goods<br />
and services<br />
<strong>Ecommerce</strong> <strong>Europe</strong> data on e-commerce are based on<br />
the <strong>Europe</strong>an Measurement Standard for <strong>Ecommerce</strong><br />
(EMSEC), include online retail of goods and services<br />
such as online travel bookings, events and other tickets,<br />
downloads. etc. and agree with data and figures from GfK<br />
International, unless noted differently.<br />
SHARE OF <strong>B2C</strong> E-COMMERCE GOODS AND<br />
SERVICES PER COUNTRY, IN MILLION EUROS AND<br />
PERCENTAGE GROWTH, IN 2012<br />
4 5 6<br />
Country Goods € Idem % Services € Idem %<br />
UK 52,9 55% 43,3 45%<br />
Germany 27,6 55% 22,4 45%<br />
France 22,5 50% 22,5 50%<br />
Russia 8,2 80% 2,1 20%<br />
Spain 5,2 40% 7,8 60%<br />
Netherlands 5,1 52% 4,7 48%<br />
Switzerland 5,0 55% 4,1 45%<br />
Norway 3,95 50% 3,95 50%<br />
Denmark 3,7 50% 3,7 50%<br />
Sweden 3,6 50% 3,6 50%<br />
Austria 3,4 35% 6,4 65%<br />
Italy 3,3 34% 6,3 66%<br />
Poland 2,6 62% 1,6 38%<br />
7<br />
8<br />
9<br />
The average share of e-commerce turnover of goods<br />
versus services in most <strong>Europe</strong>an countries is between<br />
50-65% for goods and 35-50% for services. Exceptions<br />
are emerging markets such as Russia, where the ratio of<br />
goods sold in comparison to services is 80-20%, because<br />
of the fact that, for example, the online travel market is<br />
still growing. In general, the trend is that once <strong>B2C</strong><br />
e-commerce markets reach maturity, the percentage and<br />
share of goods versus services increases.<br />
Online purchased goods as share of traditional retail<br />
goods<br />
In the UK the share that online goods sold have in<br />
traditional retail goods is the largest: <strong>Ecommerce</strong> <strong>Europe</strong><br />
estimates that 13.5% of traditional retail goods are now<br />
purchased online by British consumers. Overall there is<br />
an increase in the share that online purchased goods<br />
have in traditional retail. High street retail in <strong>Europe</strong> in<br />
general has suffered from the continuing financial crises<br />
and lack of consumer confidence, though with Germany<br />
as a positive exception.<br />
4 Million Euros<br />
5 Of total e-sales 2012 in national currency<br />
6 Of total e-sales 2012 in national currency<br />
7 Estimate, 2012 figures not yet published<br />
8 According to VSV, Swiss association for distance selling and e-commerce<br />
9 Regional data
EUROPEAN E-COMMERCE, GOODS AND SERVICES EUROPE <strong>B2C</strong> E-COMMERCE 15<br />
SHARE OF E-COMMERCE GOODS IN RETAIL GOODS<br />
SOLD, IN MILLION EUROS, IN 2012<br />
Country Goods Share in Retail<br />
UK 52,9 13.5%<br />
Denmark 3,7 9.8%<br />
Norway 3,95 6.8%<br />
Austria 3,4 6.4%<br />
Germany 27,6 6.4%<br />
Netherlands 5,1 5.5%<br />
Switzerland 5,0 5.4%<br />
France 22,5 5.3%<br />
Sweden 3,6 5.1%<br />
Spain 5,2 2.5%<br />
Poland 2,6 1.7%<br />
Russia 8,2 1.5%<br />
Italy 3,3 1.4%<br />
Figure 10: Share that e-commerce goods have in retail goods<br />
sold in 2012, <strong>Ecommerce</strong> <strong>Europe</strong>, <strong>2013</strong><br />
Technical household goods purchased in <strong>Europe</strong><br />
in 2012<br />
10 Format and classification according to <strong>Europe</strong>an Measurement Standard for <strong>Ecommerce</strong> (EMSEC)<br />
According to newest data of GfK total technical household<br />
good purchases in 11 <strong>Europe</strong>an counties –both offline and<br />
online- reached €121.7bn in 2012, a decrease of -2.0%.<br />
Technical household goods include consumer electronics<br />
(such as audio, tv, video, photo and video equipment),<br />
information technology such as IT hardware and software,<br />
office equipment, multifunctional technical goods such as<br />
technical accessories, photo, telecom (including contracts<br />
and telecom hardware), small domestic appliances,<br />
personal diagnostics and major domestic appliances 10 .<br />
TOTAL SALES TURNOVER OF TECHNICAL CONSUMER GOODS IN MILLION OF EUROS<br />
Country 2011 2012 2011>2012 (%Change)<br />
TOTAL Technical Consumer Goods 121,719 119,279 -2.0%<br />
Consumer Electronics 31,931 27,971 -12.4%<br />
Information Technology 27,613 27,645 0.1%<br />
Office Equipment 4,542 4,438 -2.3%<br />
Multifunctional Technical Goods 5,012 4,867 -2.9%<br />
Photo 6,997 6,824 -2.5%<br />
Telecom 7,572 9,022 19.2%<br />
Small Domestic Appliances 12,489 12,838 2.8%<br />
Personal Diagnostics 172 177 2.8%<br />
Major Domestic Appliances 24,841 24,933 0.4%<br />
* In cooperation with GfK. Information contains data taken from 11 countries in <strong>Europe</strong>: Austria, Belgium,<br />
Czech Republic, France, Germany, Great Britain, Italy, Netherlands, Portugal, Spain and Switserland.<br />
Figure 11: GfK Technical household goods purchased in <strong>Europe</strong>, May <strong>2013</strong>
16<br />
EUROPEAN E-COMMERCE, GOODS AND SERVICES EUROPE <strong>B2C</strong> E-COMMERCE<br />
Figure 12: GfK Technical house-<br />
hold goods purchased in <strong>Europe</strong>,<br />
May <strong>2013</strong><br />
Looking at traditional high street retail sales of technical<br />
consumer goods, the impact of the financial crises and<br />
lacking consumer confidence is evident. Traditional retail<br />
sales drops in 2012 with -4.0%. The exception is Telecom<br />
with an increase of 14.2% in sales.<br />
TRADITIONAL SALES TURNOVER OF TECHNICAL CONSUMER GOODS IN MILLION<br />
OF EUROS<br />
2011 2012 2011>2012 (%Change)<br />
TOTAL Technical Consumer Goods 103,101 98,970 -4.0%<br />
Consumer Electronics 27,722 24,152 -12.9%<br />
Information Technology 21,379 20,938 -2.1%<br />
Office Equipment 3,824 3,640 -4.8%<br />
Multifunctional Technical Goods 4,486 4,290 -4.4%<br />
Photo 5,545 5,264 -5.1%<br />
Telecom 6,527 7,451 14.2%<br />
Small Domestic Appliances 11,010 11,060 0.5%<br />
Personal Diagnostics 154 152 -0.9%<br />
Major Domestic Appliances 22,012 21,592 -1.9%<br />
* In cooperation with GfK. Information contains data taken from 11 countries in <strong>Europe</strong>: Austria, Belgium,<br />
Czech Republic, France, Germany, Great Britain, Italy, Netherlands, Portugal, Spain and Switserland.<br />
The Internet purchases of technical consumer goods show a 9.1% growth in 2012. Only consumer<br />
electronics such as audio, tv/video, photo and video equipement show a decrease of -9.3%.<br />
Telecom is absolute favorite online with a staggering 50.4% increase of sales on the web.<br />
INTERNET SALES TURNOVER OF TECHNICAL CONSUMER GOODS IN MILLION<br />
OF EUROS<br />
For further analysis of technical consumer goods per<br />
country of technical consumer goods per country we refer<br />
to the various regional reports of <strong>Ecommerce</strong> <strong>Europe</strong><br />
2011 2012 2011>2012 (%Change)<br />
TOTAL Technical Consumer Goods 18,617 20,309 9.1%<br />
Consumer Electronics 4,210 3,818 -9.3%<br />
Information Technology 6,234 6,707 7.6%<br />
Office Equipment 718 798 11.2%<br />
Multifunctional Technical Goods 526 577 9.6%<br />
Photo 1,452 1,560 7.5%<br />
Telecom 1,045 1,571 50.4%<br />
Small Domestic Appliances 1,479 1,778 20.2%<br />
Personal Diagnostics 19 25 33.4%<br />
Major Domestic Appliances 2,829 3,342 18.1%<br />
* In cooperation with GfK. Information contains data taken from 11 countries in <strong>Europe</strong>: Austria, Belgium,<br />
Czech Republic, France, Germany, Great Britain, Italy, Netherlands, Portugal, Spain and Switserland.<br />
Figure 13: GfK Technical household goods purchased in <strong>Europe</strong>, May <strong>2013</strong><br />
GfK reports on sales out figures from a representative sample of on-and offline retailers<br />
and resellers, representing the total market, defined as GfK Panel-market which per<br />
country, is fully comparable across products and periods.
EUROPEAN E-COMMERCE FROM A GLOBAL PERSPECTIVE<br />
889 billion<br />
Total global <strong>B2C</strong><br />
e-commerce sales<br />
in 2012<br />
<strong>Europe</strong>an e-commerce from a global perspective<br />
Total global <strong>B2C</strong> e-commerce sales in 2012 are estimated<br />
MENA<br />
to have grown to €889 bn,<br />
10,80<br />
an increase of over 20%.<br />
<strong>Ecommerce</strong> <strong>Europe</strong> estimates that in <strong>2013</strong> total <strong>B2C</strong><br />
Latin America<br />
e-commerce will pass the 42,1 trillion euro mark and that<br />
growth will continue with around the same percentage as<br />
Asia Pacific<br />
227,8<br />
in 2012, i.e., just over 20% to reach €1.075 bn.<br />
The following chart shows <strong>B2C</strong> e-commerce sales in 2012<br />
around the globe:<br />
North America<br />
294,2<br />
E-COMMERCE SALES PER REGION AROUND THE<br />
WORLD IN BILLION EUROS IN 2012<br />
APAC<br />
227,8<br />
MENA<br />
10,80<br />
LatAm<br />
42,1<br />
North America<br />
294,2<br />
<strong>Europe</strong><br />
311,6<br />
<strong>Europe</strong><br />
311,6<br />
Figure 14: <strong>B2C</strong> E-commerce turnover in billion euros and<br />
percentage growth in 2012, <strong>Ecommerce</strong> <strong>Europe</strong>, <strong>2013</strong><br />
In 2010 <strong>Europe</strong> overtook the USA, the biggest market in<br />
the world until then. In 2012 <strong>Europe</strong>an <strong>B2C</strong> e-commerce,<br />
including online retail goods and services grew by 19%<br />
to reach €311.6 bn, a share of 35% of global <strong>B2C</strong><br />
e-commerce. North America is currently the second<br />
largest e-commerce region, with a €294.2 bn turnover and<br />
a 33.1% share of the world’s <strong>B2C</strong> online economy.<br />
Asia-Pacific is the third region: €227.8 bn and a 25.6%<br />
share. Asia-Pacific has been confirmed as the world’s<br />
fastest growing region. The emerging regions are Latin<br />
America with €42.1 bn turnover (4.7% share) and the<br />
MENA countries (Middle East and North Africa with €10.8<br />
bn turnover (1.1% share).<br />
SHARE OF E-COMMERCE SALES PER REGION<br />
APAC<br />
26%<br />
MENA<br />
1%<br />
LatAm<br />
5%<br />
North America<br />
33%<br />
EUROPE <strong>B2C</strong> E-COMMERCE 17<br />
<strong>Europe</strong><br />
35%<br />
Figure 15: Global Share of e-commerce sales per region,<br />
<strong>Ecommerce</strong> <strong>Europe</strong>, <strong>2013</strong>
Japan<br />
China<br />
18 EUROPEAN Germany E-COMMERCE 50 FROM A GLOBAL PERSPECTIVE<br />
France<br />
Australia<br />
Brazil<br />
Canada<br />
South Korea<br />
USA<br />
UK<br />
Japan<br />
China<br />
Germany<br />
France<br />
Australia<br />
Brazil<br />
Canada<br />
South Korea<br />
17<br />
27<br />
25<br />
45<br />
69<br />
90<br />
14<br />
World leader in <strong>B2C</strong> e-commerce remains the USA,<br />
0 75 150 225<br />
followed by the UK and Japan. China in particular<br />
300<br />
17<br />
14<br />
27<br />
25<br />
50<br />
45<br />
69<br />
continues to grow fast: close to 90% in 2012, reaching<br />
rank four globally, just in front of Germany.<br />
LEADING E-COMMERCE COUNTRIES AROUND THE WORLD<br />
96<br />
90<br />
277<br />
0 75 150 225 300<br />
Figure 16: Top 10 e-commerce countries around the world, in<br />
billion of euros ,<strong>Ecommerce</strong> <strong>Europe</strong>, <strong>2013</strong><br />
The growth of the world’s mature markets such as USA,<br />
UK and Japan will continue to slow down, between 9 and<br />
13%. France, Italy, Spain, Russia, Turkey, Poland and<br />
Ukraine will continue to be the fastest growing markets in<br />
<strong>Europe</strong>. <strong>Ecommerce</strong> <strong>Europe</strong> forecasts substantial growth<br />
in Latin America, led by Brazil, and in the Middle East.<br />
Africa is still at a very early stage, but it is bound to catch<br />
up in later years, led by Egypt and South Africa.<br />
All over the world, in emerging as well as mature<br />
economies, the use of mobile Internet for searching and<br />
purchasing is rapidly increasing. In our view, 2012 can be<br />
seen as the year of confirmation of the break-through we<br />
had already seen in 2010 and 2011. In many countries<br />
mobile devices are the easiest and sometimes the only<br />
way to get online, especially in countries where the limited<br />
infrastructure outside major cities makes wireless Internet<br />
the easiest and relatively cheapest way to access the<br />
Internet and get online. All the signs are there, indicating<br />
that <strong>2013</strong> will be the year of mobile and m-commerce.<br />
Social media around the world<br />
Social media are important as a means of communi-<br />
cation, product review and purchasing. In December<br />
2012, the total number of monthly active Facebook<br />
users was 1.06 billion, an annual increase of 25%. 11<br />
People use social media for a wide variety of reasons:<br />
to keep in touch with friends, make new connections<br />
and so on. But when it comes their use of social media<br />
regarding a given brand or product or service, most<br />
people still use social media to see what other people<br />
are saying about these same brands, products or<br />
services. Social commerce is still at an early stage of<br />
its development.<br />
11 Facebook Inc. Q4 2012 results and full year 2012 (January <strong>2013</strong>)<br />
EUROPE <strong>B2C</strong> E-COMMERCE
EUROPEAN E-COMMERCE FROM A GLOBAL PERSPECTIVE<br />
Online retail sales of goods around the world<br />
The strong relationship between traditional retailing of<br />
goods and services and the further growth of e-commerce<br />
is evident. All over the world more and more (domestic and<br />
international) retailers are investing in websites and<br />
starting to offer their goods and services online in<br />
addition to what they offer in their shops. The countries<br />
that are mentioned as “emerging and promising” markets<br />
for retail are often the same countries that are regarded as<br />
emerging countries with respect to e-commerce and online<br />
retail. In these countries we see an emergence of online<br />
offers.<br />
Over the years, the retail landscape in<br />
emerging countries is transforming from traditional<br />
markets and small, independent outlets to large shopping<br />
malls, hypermarkets and organised retail chains. These<br />
new retail formats are gaining market share at the expense<br />
of traditional businesses. Retailers are investing in global,<br />
emerging markets and are set to offer a multi-channel or<br />
omni-channel shopping facility, a combination of brick-and-<br />
mortar shops and online purchasing. Due to the further<br />
rapid penetration, the share of online retail is bound to<br />
grow rapidly over the coming years. The table shows the<br />
estimated 2012 share of online retail in the world:<br />
EUROPE <strong>B2C</strong> E-COMMERCE 19<br />
ESTIMATED SHARE THAT ONLINE RETAIL SALES OF GOODS HAS IN TOTAL RETAIL<br />
AROUND THE WORLD, IN BILLION EUROS, IN 2012<br />
Total retail sales of goods Online retail sales of goods Share<br />
<strong>Europe</strong> 3,600 180 5.0%<br />
USA 2,700 184 6.8%<br />
Asia Pacific 5,500 150 2.7%<br />
Latin America 1,500 30 2.0%<br />
World 14,500 578 4.0%<br />
Figure 17: Estimated share online retail goods of total retail, 2012
20<br />
INTERNET ACCESS AND (MOBILE) USAGE IN EUROPE EUROPE <strong>B2C</strong> E-COMMERCE<br />
74.3%<br />
of the population<br />
in EU28 used<br />
Internet in 2012<br />
Internet access, (mobile) usage and spend per consumer in <strong>Europe</strong><br />
Internet access in <strong>Europe</strong><br />
According to recent research of Eurostat, the degree of<br />
Internet access varies among EU Member States, ranging<br />
from more than 90% of households in Denmark, the<br />
Netherlands, Luxembourg and Sweden, to less than 55%<br />
in Bulgaria, Romania and Greece. In 2012 there were still<br />
significant disparities in broadband take-up by house-<br />
holds, with a rate of only around 50% of households in<br />
Bulgaria, Greece and Romania.<br />
However, Bulgaria and Romania showed impressive<br />
recent growth. The proportion of households with broad-<br />
band connections in these countries doubled between<br />
2010 and 2012.<br />
Between 2008 and 2012, the highest growth – more than<br />
30% – was recorded in the Czech Republic, Romania<br />
and Slovakia.<br />
74.3% Of the population in the EU28 used the Internet<br />
in 2012. About one-third of the population accessed the<br />
Internet via mobile devices away from home or work.<br />
There are significant differences in mobile Internet usage<br />
between countries.<br />
In six Member States, more than 50% of the population<br />
used portable computers or handheld devices through a<br />
mobile phone network or wireless connection while away<br />
from home or work: Denmark, Ireland, Luxembourg,<br />
the Netherlands, Finland and Sweden. These figures<br />
were under 20% in five Member States: Bulgaria, Italy,<br />
Hungary, Lithuania and Romania.<br />
Top 10 <strong>Europe</strong>an countries in terms of Internet<br />
access as a percentage of the population 12 in<br />
2012:<br />
1. Iceland (95%)<br />
2. Netherlands (94%)<br />
3. Norway (93%)<br />
4. Luxembourg (93%)<br />
5. Denmark (92%)<br />
6. Sweden (92%)<br />
7. Germany (85%)<br />
8. UK (83%)<br />
9. Ireland 81%)<br />
10. Austria (79%)<br />
Internet usage in <strong>Europe</strong><br />
Internet penetration in the <strong>Europe</strong>an Union is considerably<br />
higher compared to the total <strong>Europe</strong>an population.<br />
The latest number of Internet-users is estimated at 529<br />
million for the whole of <strong>Europe</strong>, or 64.4% of the total<br />
<strong>Europe</strong>an population.<br />
For the <strong>Europe</strong>an Union (EU28) the number of Internet-<br />
users is estimated at 378 million, or 75% of the population<br />
of the <strong>Europe</strong>an Union. According to <strong>Ecommerce</strong> <strong>Europe</strong><br />
estimates, in 2012 the number of <strong>Europe</strong>an e-shoppers<br />
reached 250 million for the whole of <strong>Europe</strong> and 195<br />
million in the <strong>Europe</strong>an Union. This means around 47% of<br />
the total number of all Internet-users in <strong>Europe</strong> and 52%<br />
of all Internet-users within the <strong>Europe</strong>an Union.<br />
12 Eurostat: Survey on ICT usage in Households and by Individuals - Statistics in Focus 50/2012<br />
64%<br />
of all <strong>Europe</strong>ans<br />
or 529 million<br />
<strong>Europe</strong>ans users<br />
of Internet in 2012
INTERNET ACCESS AND (MOBILE) USAGE IN EUROPE<br />
INTERNET USERS IN EUROPE<br />
IN MILLIONS OF PEOPLE<br />
Russia<br />
68,0<br />
Germany<br />
68,9<br />
UK<br />
53,8<br />
Ukraine<br />
15,3<br />
Romania Poland<br />
9,6 26,0<br />
Netherlands<br />
15,5<br />
Spain<br />
31,6<br />
France<br />
52,2<br />
Turkey<br />
40,0<br />
Italy<br />
38,0<br />
Figure 18: Internet users in <strong>Europe</strong>,<br />
<strong>Ecommerce</strong> <strong>Europe</strong>, <strong>2013</strong><br />
1 billion<br />
Global number of<br />
e-shoppers in 2012<br />
Top 10 <strong>Europe</strong>an countries in number of Internet-<br />
users:<br />
1. Germany: 68.9 million (82% of the population)<br />
2. Russia: 68 million (47.9%)<br />
3. UK: 53.8 million (85.4%)<br />
4. France: 52.2 million (79.9%)<br />
5. Turkey: 40 million (53.3%)<br />
5. Italy: 38 million (62.5%)<br />
6. Spain 31.6 million (64.2%)<br />
7. Poland 26 million (67.5 %)<br />
8. Netherlands 15.5 million (92.8%)<br />
9. Ukraine 15.3 million (15.3%)<br />
10. Romania 9.6 million (45.2%)<br />
Internet usage around the world<br />
The global number of Internet-users at the end of 2012<br />
was estimated at around 2.4 billion 13 and is forecast to<br />
reach close to 3.5 billion in just a couple of years, around<br />
50% of world population. As the number of Internet-users<br />
grows and users are getting more and more confident<br />
in purchasing online, the number of e-shoppers is set to<br />
grow rapidly. According to <strong>Ecommerce</strong> <strong>Europe</strong>’s<br />
estimates, the global number of e-shoppers has grown<br />
to over 1 billion, or over 40% of users 14 .<br />
The following chart shows <strong>Europe</strong> in the global number of<br />
Internet-users compared to other continents. Asia-Pacific<br />
(APAC), including giants China and India, has the largest<br />
share (45.6%), followed by <strong>Europe</strong> in second place with<br />
13 Internet world stats 14 <strong>Ecommerce</strong> <strong>Europe</strong>: Global <strong>B2C</strong> <strong>Ecommerce</strong> <strong>Report</strong> <strong>2013</strong><br />
21.8%, North America, including the USA and Canada<br />
(11.3%), Latin America with leader Brazil and<br />
followed by Mexico (10.6%), the MENA region (Middle<br />
East and North Africa), where Egypt and Morocco have<br />
the highest number of users and the Gulf countries the<br />
highest penetration (6.1%) and the rest of Africa,<br />
with Nigeria far ahead when it comes to the number of<br />
Internet-users, followed by Kenya (4.6%).<br />
SHARE OF INTERNET USAGE AROUND THE<br />
WORLD IN 2012<br />
Figure 19: Share of Internet usage around the world, <strong>Ecommerce</strong><br />
<strong>Europe</strong>, <strong>2013</strong><br />
MENA<br />
6% Africa<br />
5%<br />
LatAm<br />
11%<br />
North America<br />
11%<br />
Pagina 20 (figure 17)<br />
<strong>Europe</strong><br />
22%<br />
Mobile Internet Usage in <strong>Europe</strong><br />
APAC<br />
46%<br />
Mobile Internet usage has become popular with the<br />
emergence of new mobile devices such as smartphones<br />
EUROPE <strong>B2C</strong> E-COMMERCE 21
22 INTERNET ACCESS AND (MOBILE) USAGE IN EUROPE<br />
60<br />
45<br />
30<br />
15<br />
0<br />
60<br />
and tablets, especially among young people. Individuals<br />
in the EU27 aged 16-74 years made slightly more use of<br />
handheld devices, including mobile or smart phones and<br />
other small Internet-enabling devices, than of portable<br />
computers (including laptops, netbooks and tablets).<br />
The proportion of young people aged 16-24 using hand-<br />
held devices (47 %) for Internet access in 2012 was 7<br />
percentage points higher than for those using portable<br />
computers (40 %). Overall, about one-third of individuals<br />
in the EU27 used mobile devices to access the Internet<br />
away from home or work. The share of mobile Internet<br />
usage by young people was – at 58% – almost five times<br />
higher than the 12% share for the population aged 55-74 15 .<br />
any mobile device portable computer handheld device<br />
All individuals 16-24 years 25-54 years 55-74 years<br />
Figure 20: Individuals who used Internet away from home, by age<br />
and type of device, Statistics in Focus 50.2012<br />
UK<br />
A recent study16 of the <strong>Europe</strong>an mobile commerce market<br />
shows a healthy growth in smartphone users buying goods and<br />
services via their phone. Of the <strong>Europe</strong>an nations surveyed by<br />
comScore, the UK is the most mobile commerce-friendly, with<br />
nearly a quarter (23.1%) of all smartphone owners in the UK<br />
having accessed some online retail site from their mobile in<br />
the last three months of 2012. This confirms UK figures, where<br />
m-commerce reached 12% of total e-sales, triple the number in<br />
201017 Scandinavia<br />
8<br />
12%<br />
Spain<br />
7<br />
Italy<br />
7<br />
Leading m-commerce<br />
Netherlands<br />
6<br />
country in EU, with 12%<br />
Austria<br />
6<br />
of all <strong>B2C</strong> e-sales through<br />
Switzersland<br />
6<br />
<strong>Europe</strong><br />
5,5<br />
Germany<br />
4<br />
France . The top five most 2 popular choices for a mobile transaction<br />
Poland in the UK were 1,7clothing<br />
and accessories (4.3% of the<br />
mobile devices<br />
smartphone audience), 0 followed 3,75 by printed books (3.2%); 7,5 in joint<br />
third place was consumer electronics (3.1%) and tickets (3.1%),<br />
11,25 15<br />
with personal care and hygiene products (2.1%) in fifth place.<br />
UK<br />
Scandinavia<br />
Spain<br />
Italy<br />
Netherlands<br />
Austria<br />
Switzersland<br />
<strong>Europe</strong><br />
Germany<br />
France<br />
Poland<br />
Figure 21: M-commerce as a percentage of country e-commerce<br />
in 2012, <strong>Ecommerce</strong> <strong>Europe</strong>, <strong>2013</strong><br />
Pagina 21<br />
EUROPE <strong>B2C</strong> E-COMMERCE<br />
MOBILE INTERNET USAGE IN EUROPE MOBILE COMMERCE AS A PERCENTAGE OF COUNTRY E-SALES 2012<br />
4<br />
5,5<br />
6<br />
6<br />
6<br />
7<br />
7<br />
0 3,75 7,5 11,25 15<br />
15 Eurostat: Survey on ICT usage in Households and by Individuals - Statistics in Focus 50/2012 16 comScore, July 2012 17 IMRG, UK<br />
1,7<br />
2<br />
8<br />
12<br />
12<br />
UK
INTERNET ACCESS AND (MOBILE) USAGE IN EUROPE<br />
5.5%<br />
Of all <strong>Europe</strong>an<br />
<strong>B2C</strong> e-sales through<br />
m-commerce<br />
Forrester’s EU Mobile Commerce Forecast predicts<br />
that, by 2017, mobile commerce, specifically through the<br />
smartphone (not including tablets), will represent just<br />
under 7% of online sales in <strong>Europe</strong>. This translates to<br />
€19.25 billion ($23.5 bn). This figure illustrates how large<br />
the overall future market will be for online shopping in<br />
terms of sales. It is nothing short of an exploding sector of<br />
business.<br />
The statistics with respect to the share of mobile and<br />
m-commerce will look even more impressive when shop-<br />
ping via tablets is taken into account as well. The average<br />
amount that each buyer spends in that market is also<br />
expected to rise, from €201 in 2011 to €227 in 2017, but<br />
surprisingly that is not where growth is actually coming<br />
from. Rather, it is in the increased overall volume of mo-<br />
bile shoppers that seek in particular lower-cost items 18 .<br />
According to <strong>Ecommerce</strong> <strong>Europe</strong>, m-commerce in <strong>Europe</strong><br />
grew to €17 bn or 5.5% of total e-sales in 2012 and is<br />
set to explode in <strong>2013</strong>. Last year – 2012 – can be seen<br />
as the first year of confirmation of the important place<br />
m-commerce will take in total e-commerce sales.<br />
<strong>Ecommerce</strong> <strong>Europe</strong> expects that <strong>2013</strong> will be the year of<br />
the definitive break-through of mobile and m-commerce.<br />
The fast pace of mobile commerce growth is helping<br />
to drive overall e-commerce growth by converting<br />
potential bricks-and-mortar sales to digital sales for<br />
consumers using their smartphones and tablets while<br />
shopping in-store.<br />
18 Forrester’s first <strong>Europe</strong>an Mobile Commerce forecast, July 2012<br />
17<br />
294<br />
M-COMMERCE AS SHARE OF TOTAL E-COMMERCE<br />
17 bn €<br />
294 bn €<br />
Average amount spent per consumer in <strong>Europe</strong><br />
In 2012 the average amount spent per capita in <strong>Europe</strong> was €380, per Internet-user<br />
€589 and per e-shopper €1,243. Within the <strong>Europe</strong>an Union the average amount spent<br />
per capita was €544, per Internet-user €732 and per e-shopper €1,413. To compare:<br />
the global average amount spent per e-shopper is estimated at around €850 19 .<br />
Top 10 e-Spend per capita 2012<br />
1. UK €2,466<br />
2. Norway €2,225<br />
3. Austria €2,140<br />
4. Denmark €1,914<br />
5. Switzerland €1,750<br />
6. Ireland €1,691<br />
7. Finland €1,484<br />
8. Luxembourg €1,439<br />
9. France €1,419<br />
10. EU €1,413<br />
11. Germany €1,351<br />
12. Europa €1,243<br />
19 <strong>Ecommerce</strong> <strong>Europe</strong>: Global <strong>B2C</strong> <strong>Ecommerce</strong> <strong>Report</strong> <strong>2013</strong><br />
EUROPE <strong>B2C</strong> E-COMMERCE 23<br />
5,5%<br />
94,5%<br />
5,5%<br />
94,5%<br />
Figure 22:<br />
M-commerce as share<br />
of total e-commerce in<br />
€ bn and % in 2012,<br />
<strong>Ecommerce</strong> <strong>Europe</strong>, <strong>2013</strong>
24<br />
MATURE AND EMERGING MARKETS IN EUROPE EUROPE <strong>B2C</strong> E-COMMERCE<br />
Mature and emerging<br />
markets in <strong>Europe</strong><br />
Online Internet penetration and purchasing still differ in<br />
the various parts of <strong>Europe</strong>, according to the maturity<br />
of the market, the level of trust, the availability of offers,<br />
the penetration of reliable payment options, reliable and<br />
affordable delivery, Internet-usage and penetration,<br />
and consequently, the number of e-shoppers.<br />
The following is a brief overview of the mature and<br />
emerging countries in <strong>Europe</strong>. For more in-depth<br />
information we refer to the country profiles included in<br />
this report or to <strong>Ecommerce</strong> <strong>Europe</strong>’s regional reports<br />
for North, Central, West, South and East <strong>Europe</strong>.<br />
The regional reports also contain 30+ extended<br />
Infographics of <strong>Europe</strong>an countries.
THE MATURE MARKETS EUROPE <strong>B2C</strong> E-COMMERCE 25<br />
€2,466<br />
Spent per capita<br />
in 2012, highest<br />
of <strong>Europe</strong><br />
Sales of goods<br />
represents the largest<br />
proportion of the<br />
retail trade<br />
with over<br />
16%<br />
€96 bn<br />
M-commerce:<br />
12% of total<br />
e-sales, up<br />
from 0.9 cent in 2010<br />
to 4 cent in 2011<br />
The mature markets<br />
United Kingdom<br />
In northern countries, growth of some of the more mature<br />
e-commerce markets is beginning to slow down.<br />
While in 2012 the leading country in <strong>Europe</strong> – the United<br />
Kingdom – still posted impressive <strong>B2C</strong> online sales,<br />
including goods and services of over €96 bn 20 , the task<br />
for e-merchants may become increasingly complex there.<br />
But it is also the country where the online sales of goods<br />
represents the largest proportion of the retail trade, with<br />
over 16% 21 .<br />
UK online shoppers are the highest spenders of all,<br />
reaching €2,466 per capita in 2012. UK online sales of<br />
technical consumer goodsgrew 8.1% in 2012, whereas<br />
traditional retail sales dropped -0.4% 22 .<br />
The growth of mobile-commerce is equally impressive<br />
in the UK: 12% of all e-sales were done with a mobile<br />
phone, up from 4 % in 2011 and 0.9 % in 2010 23 .<br />
20 According to IMRG UK.<br />
21 Estimate IMRG, UK<br />
22 GfK<br />
23 Estimate IRMG, UK<br />
Germany<br />
With 37 million online shoppers 24 , Germany has a<br />
well-developed market for e-commerce. Its turnover in<br />
2012 amounted to €50 bn in total, 22% more than in 2011.<br />
The annual average amount spent per e-shopper exceeds<br />
€1,300. Online retail goods represented 6.4% of the<br />
German retail market. Items that sold best are clothing,<br />
electronics and books. Total distance selling of goods<br />
(including traditional mail-order (catalogue) sales and<br />
online retail goods) reached €37.5 bn, up 15.6%, of which<br />
the share of online retail was 70% 25 .<br />
German online sales of technical consumer goods grew<br />
6.1% to €7,3 bn in 2012. Traditional sales grew of t.c.g<br />
grew as well to €25.3 bn (1.5% in 2012) 26 .<br />
24 BVH, German association, representing e-commerce companies<br />
25 BVH , February <strong>2013</strong><br />
26 GfK<br />
€50 billion<br />
Turnover of online<br />
goods and services<br />
in Germany in 2012<br />
Average spent per<br />
e-shopper<br />
€1,300<br />
Total distance<br />
selling of<br />
goods reached<br />
€37.5 bn, up<br />
15.6%<br />
1<br />
2 3<br />
Items that sold best<br />
are clothing,<br />
electronics and books.
26<br />
THE MATURE MARKETS EUROPE <strong>B2C</strong> E-COMMERCE<br />
6th nation<br />
France is ranked<br />
sixth in the world for<br />
e-commerce sales<br />
€45 bn<br />
€1.420<br />
Average spend per<br />
e-Shopper<br />
+500%<br />
E-shoppers<br />
growth since 2000<br />
52.200.000 (79%)<br />
Internet users<br />
E-shoppers<br />
(48,2%)<br />
31.700.000<br />
Facebook users<br />
25.300.000<br />
(38.5%)<br />
France<br />
Today France is among the leaders in e-commerce,<br />
occupying third position amid the Internet’s top ten<br />
<strong>Europe</strong>an countries. With over 50 million Internet-users,<br />
France follows Russia, Germany and the UK which hold<br />
the first, second and third positions respectively.<br />
France has 42 million active Internet-users and 31.7<br />
million e-shoppers, reflecting 76% of the total number of<br />
active users, a growth of over 500% since 2000. French<br />
companies have reaped the rewards of rapidly growing<br />
broadband amongst already widespread coverage.<br />
Online Sales of technical consumer goods grew with 7.0%<br />
to € 3.6 bn in 2012. Traditional sales dropped -7.4% to<br />
€ 19.2 bn 27.<br />
France, with a € 45 bn turnover 28 , is ranked sixth in the<br />
world for e-commerce sales, preceded by the US, the UK,<br />
Japan, China and Germany. Annual amount spent per<br />
e-shopper exceeds €1,400, almost double the amount<br />
spent in 2007, just five years ago.<br />
For further in-depth information, Infographics and<br />
Country Profiles of other Western <strong>Europe</strong>an countries,<br />
we refer to <strong>Ecommerce</strong> <strong>Europe</strong>’s regional report<br />
covering Western <strong>Europe</strong>.<br />
27 GfK<br />
28 FEVAD. French association for e-commerce<br />
Denmark<br />
Denmark has 5.2 million Internet-users (92% of the total<br />
population) and 4.2 million active users (81% of the<br />
number of users. With 87% of households having broad-<br />
band access, Denmark ranks fourth together with Finland<br />
on the <strong>Europe</strong>an broadband ranking list published by<br />
Eurostat in 2012.<br />
Close to 80% of 87% Internet-users have purchased<br />
goods or services in the last 12 months. The average<br />
annual amount spent online per Danish e-shopper is esti-<br />
mated at over €1,900. Compared to other <strong>Europe</strong>an coun-<br />
tries, the Danish online retail market is a highly mature<br />
market. In 2012 3.9 million Danes purchased online for<br />
€7.4 bn, of which an estimated 50% was on e-services,<br />
mainly online travel 29 .<br />
The Danish economy seems to drive retail sales both<br />
offline and online. Most purchased items online (after<br />
travel) are: electronics, fashion/clothing/shoes, books,<br />
audio–books, etc., movies and music. With an estimated<br />
share of 9.8%, the share of online retail goods in traditio-<br />
nal retail is among the highest in <strong>Europe</strong> and the world 30 .<br />
29 Estimates FDIH, the Danish e-commerce association<br />
30 <strong>Ecommerce</strong> <strong>Europe</strong> estimates<br />
87%<br />
87% of households<br />
have broadband<br />
access in Denmark<br />
With an estimated share<br />
of 9.8%,the share of<br />
online retail goods in<br />
traditional retail is<br />
among the highest in<br />
<strong>Europe</strong> and<br />
the world<br />
Average spent per<br />
Danish e-shopper<br />
is estimated at over<br />
€1,900
THE MATURE MARKETS EUROPE <strong>B2C</strong> E-COMMERCE 27<br />
€1,435<br />
Average amount<br />
spent by Finnish<br />
e-shopper in 2012<br />
BUY<br />
80% of Internetusers<br />
purchased<br />
goods or services in<br />
the last 12 months.<br />
Average<br />
spent online per<br />
Finnish e-shopper<br />
€1,435<br />
Finland<br />
4.7 million of Finland’s population or 87% of the total<br />
population has access to the Internet. 85% of households<br />
have broadband access. Close to 80% of Internet-users<br />
purchased goods or services in the last 12 months.<br />
The average annual amount spent online per Finnish<br />
e-shopper is estimated at around €1,435. In 2012, just 3.8<br />
million Finnish e-shoppers bought online for an estimated<br />
€5.4 bn, of which an estimated 50% was on<br />
e-services, mainly online travel.<br />
Finnish Internet-users examine numerous sources before<br />
deciding on a travel destination 31 . Of those surveyed, 61%<br />
visited the websites of a travel agency or hotel when<br />
planning travel, by far the most common resource used by<br />
respondents. 44% Also reported using price comparison<br />
sites and booking services.<br />
Average spent online per Finnish e-shopper is<br />
estimated at around €1,435<br />
31 Finnish Fair Corp.’s December 2012 survey conducted by TNS Gallup<br />
Finland.<br />
Norway<br />
Norway has a very mature e-commerce market. In 2012,<br />
just 3.6 million Norwegians (almost 90% of the number<br />
of active Internet-users) purchased online for an<br />
estimated €7.9 bn, of which around 50% was on<br />
e-services, mainly online travel. The Norwegian<br />
economy seems to drive retail sales both offline and<br />
online. The average GDP per capita is over €78,000<br />
which makes Norway number three on the worldwide<br />
ranking of nominal GDP per capita, after Luxembourg<br />
and just behind Qatar.<br />
Most purchased items after online travel are: electronics,<br />
fashion/clothing/shoes, and books, etc. Consumers in<br />
Norway are increasingly reaching for their mobile devices<br />
to buy products and services.<br />
19.2% of consumers in Norway 32 have bought products or<br />
services via their smartphone, with music,<br />
film and tickets being the most popular purchases.<br />
32 October 2012 survey by Eniro Gule Sider<br />
19.2%<br />
Of Norwegians bought<br />
goods or services via<br />
smartphone in 2012<br />
In 2012, just 3.6<br />
million Norwegians<br />
purchased online<br />
for an estimated<br />
€7.6 billion<br />
Most purchased items:<br />
Electronics, Fashion/<br />
Clothing/Shoes,<br />
and Books<br />
€<br />
The average GDP per<br />
capita is over €78,000
28<br />
THE MATURE MARKETS EUROPE <strong>B2C</strong> E-COMMERCE<br />
119<br />
Mobile subscriptions<br />
per 100 households<br />
in Sweden in 2012<br />
Sweden’s smartphone<br />
penetration stands at 51%<br />
and 75% of smartphoneowners<br />
access the Internet<br />
every day via their<br />
device.<br />
8.5 million Swedes,<br />
or 89% of the total<br />
population, have<br />
access to the<br />
Internet.<br />
Sweden<br />
8.5 million Swedes, or 89% of the total population, have<br />
access to the Internet. 87% of Swedish households have<br />
broadband access. Sweden ranks second after Iceland on<br />
the <strong>Europe</strong>an broadband ranking list. An estimated 80%<br />
of Internet-users have purchased goods or services in<br />
the last 12 months 33 . The average annual amount spent<br />
online per Swedish e-shopper is estimated at close to<br />
€1,060. In 2012 6.7 million Swedes (92% of the number<br />
of active Internet-users) purchased online for over €7.2<br />
billion in 2012, of which an estimated 50% was on<br />
e-services, mainly online travel 34 . Items purchased most<br />
online, after online travel are: books and magazines,<br />
home electronics, fashion/clothing/shoes, movies and<br />
music.<br />
The potential for mobile and m-commerce is<br />
evident: mobile subscriptions have gone up from 72<br />
to 119 per 100 households (ITU). Sweden’s smartphone<br />
penetration stands at 51% and 75% of smartphone-<br />
owners access the Internet every day via their device.<br />
The share of online retail goods in total retail is estimated<br />
at 5.1%, almost 30% higher compared to 2009.<br />
For further in-depth information, Infographics and<br />
Country Profiles of Scandinavian countries, Iceland<br />
and Baltic states, we refer to <strong>Ecommerce</strong> <strong>Europe</strong>’s<br />
regional report covering Northern <strong>Europe</strong>.<br />
33 Eurostat: Stistics in Focus December 2012<br />
34 <strong>Ecommerce</strong> <strong>Europe</strong> estimates<br />
The Netherlands<br />
94% of Dutch households (the second highest percentage<br />
just after Iceland 35 ) now have physical access to Internet<br />
at home. Over 80% of the population between 16 and<br />
74 years 36 use the Internet every day, not only at home,<br />
but also at work or school and increasingly, while out and<br />
about. In the course of just one year, access to mobile<br />
Internet via smart phones has risen from 31 to 42%, and<br />
via tablets from 10 to 27% 37 .<br />
Online sales grew 8.9% in 2012 to reach €9.8 bn. Online<br />
shopping has undeniably become an important sector in<br />
the Netherlands. With a struggling economy and low<br />
consumer confidence e-commerce makes an increasingly<br />
positive contribution to the Dutch economy. The number<br />
of e-shoppers reached 10.6 million, a growth of 5%<br />
compared to 2011 and more than 20% up since 2009. In<br />
<strong>2013</strong>, online consumer spending is expected to grow by<br />
about 9% to a value of €10.7 bn 38 .<br />
As the increase in new e-shoppers is levelling off,<br />
growth will have to be generated by more purchases by<br />
experienced buyers.<br />
35 Eurostat Statistics in Focus 50/2012<br />
36 Eurostat Statistics in Focus 50/2012<br />
37 Trend <strong>Report</strong> on Internet Use 2012, University of Twente, November 2012<br />
38 Thuiswinkel.org, the representative Dutch e-commerce association,<br />
Thuiswinkel Markt Monitor 2012<br />
8.9%<br />
Growth % of e-commerce<br />
in the Netherlands:<br />
lowest in <strong>Europe</strong><br />
€9.8 bn<br />
online sales in 2012<br />
Access to<br />
mobile Internet via<br />
smart phones has<br />
risen from 31 to 42%,<br />
and via tablets from<br />
10 to 27%<br />
8.9% Gr<br />
lands: l<br />
8.9% in
THE MATURE MARKETS EUROPE <strong>B2C</strong> E-COMMERCE 29<br />
16.7%<br />
Growth of online<br />
sales in 2012<br />
€<br />
Austrian online shoppers<br />
are amongst the<br />
biggest spenders in<br />
<strong>Europe</strong> (€2,140)<br />
89%<br />
of the population has<br />
a mobile phone<br />
8 million<br />
Internetusers<br />
Austria<br />
Austria, as well as its neighbouring country Switzerland,<br />
is especially attractive to German <strong>B2C</strong> e-commerce<br />
companies due to the low-threshold language barrier.<br />
At the same time, the German market attracts many<br />
e-shoppers from both countries.<br />
The number of Internet-users has reached close to.<br />
8 million, a penetration of 80%. Austrian online shoppers<br />
are amongst the biggest spenders in <strong>Europe</strong> (€2,140),<br />
just behind the UK and Norway. Clothing and sports<br />
goods as well as travel accommodation and travel<br />
arrangements were purchased most often by online shop-<br />
pers in Austria. Online sales in Austria grew 16.7 % to<br />
reach €9.8 bn in 2012.<br />
89% Of the population has a mobile phone, of which 64%<br />
is a basic mobile phone, 39% a smartphone and 7% a<br />
tablet. The share of m-commerce is estimated at around<br />
6% of e-sales in Austria.<br />
Switzerland<br />
In 2012 Switzerland had 6.4 million Internet-users 39 , which<br />
means a penetration of 80% for a population of eight mil-<br />
lion people. Between 2008 and 2012 the <strong>B2C</strong><br />
e-commerce market doubled to reach almost 11 bn CHF<br />
or around €9,1 bn. The number of e-shoppers is<br />
estimated at 5.2 million 40 , each spending over 2,100<br />
CHF or €1,750. The most frequently purchased online<br />
products in Switzerland are from the categories travel and<br />
hotels, books and magazines, fashion, and digital media.<br />
With regard to mobile shopping, Switzerland and Austria<br />
are both highly advanced. The share of mobile commerce<br />
is estimated to have reached around 6% in 2012.<br />
Switzerland is one of the top countries in terms of<br />
smartphone usage with 43% of the population using a<br />
smartphone (iPhone especially), bringing it just behind the<br />
USA. The non-EU status of Switzerland and<br />
especially import and currency exchange issues are<br />
having a massive negative impact on the development of<br />
the Swiss e-commerce market.<br />
For further in-depth information, Infographics and<br />
Country Profiles of other Central <strong>Europe</strong>an countries,<br />
we refer to <strong>Ecommerce</strong> <strong>Europe</strong>’s regional report<br />
covering Central <strong>Europe</strong>.<br />
39 Internetworldstats June 2012<br />
40 <strong>Ecommerce</strong> <strong>Europe</strong> estimates<br />
Average spend per<br />
e-Shopper<br />
€1.750<br />
e-commerce market<br />
doubled to reach<br />
almost 11 bn CHF<br />
The share of<br />
mobile commerce<br />
is estimated to<br />
have reached<br />
around<br />
6% in 2012.<br />
8.9% Growth of elands:<br />
lowest in E<br />
8.9% in 2012 to re
30<br />
THE EMERGING MARKETS EUROPE <strong>B2C</strong> E-COMMERCE<br />
€865<br />
9.5% of this<br />
is spent on<br />
travel,<br />
entertainment<br />
and<br />
electronics<br />
Average spend<br />
per e-Shopper<br />
33 million<br />
Internetusers<br />
71.5% of the<br />
population)<br />
The emerging markets<br />
Spain<br />
In Spain the growth of e-commerce is steady and strong,<br />
and it is certainly doing far better than the struggling<br />
Spanish economy. The country has 33 million Internet-<br />
users (71.5% of the population) and nearly 15 million<br />
e-shoppers which is double the number in 2007.<br />
The estimated revenue generated by the sector reached<br />
€13 bn in 2012, up 19% compared to 2011 41 . 9.5% of this<br />
is spent on travel, entertainment and electronics as these<br />
are the goods and services purchased most on the web.<br />
The 2012 estimated average annual amount spent per<br />
e-shopper stood at €865 42 .<br />
Spanish online sales of technical consumer goods grew<br />
89,8% in 2012 to € 476 million. Traditional retail sales<br />
dropped -14.8 % 43 8.9% Growth of e-commerce in the Netherlands:<br />
lowest in <strong>Europe</strong>. Online . sales grew<br />
8.9% in 2012 to reach €9.8 bn.<br />
41 Adigital, Spanish e-commerce association<br />
42 Red.es (Spanish Research Agency linked to the Ministry of Industry,<br />
Energy and Tourism)<br />
43 GfK<br />
Italy<br />
Italy has no fewer than 38 million Internet-users. 63%<br />
of the approximately 25 million households in Italy (from<br />
47% in 2008) have Internet access. To date there are only<br />
12 million online shoppers, but the number of e-shoppers<br />
increased by more than 30% in 2012 alone. Total <strong>B2C</strong><br />
e-sales, including goods and services reached € 9.6 bn 44 .<br />
The annual average basket is just under that of Spain<br />
and reached 800 euros. Most widespread payment option<br />
is credit card (73%), followed by PayPal with 16%. Most<br />
visited sites are eBay and Amazon.<br />
Online sales of technical goods grew with 2.8% to € 830<br />
mio, whereas traditional retail sales dropped - 6.4% to<br />
€ 12.2 bn.<br />
For further in-depth information, Infographics and<br />
Country Profiles of other Southern <strong>Europe</strong>an countries,<br />
we refer to <strong>Ecommerce</strong> <strong>Europe</strong>’s regional report<br />
covering Southern <strong>Europe</strong>.<br />
44 Netcomm, GfK Italian e-commerce association<br />
63%<br />
Internetusers<br />
BUY<br />
12 million oline<br />
shoppers<br />
Most wide-<br />
spread<br />
payment option is<br />
credit card (73%)
THE EMERGING MARKETS EUROPE <strong>B2C</strong> E-COMMERCE 31<br />
60-40%<br />
60% of population<br />
speak Dutch (Flemish),<br />
40% speak French<br />
(Walloon)<br />
€150<br />
Average spend<br />
per e-Shopper<br />
per month<br />
1<br />
2 3<br />
Top five items purchased<br />
online are hotel bookings,<br />
fashion, event tickets<br />
7.3 million active<br />
internet users<br />
Belgium<br />
Belgian e-commerce has really been breaking through<br />
these past few years. Over 78% of households have<br />
access to the Internet (compared to 60% back in 2008).<br />
The number of individuals with access to Internet can be<br />
estimated at 8.65 million and the number of active users<br />
at 7.3 million.<br />
Belgium e-commerce of goods and services reached<br />
€ 4.8 bn, up 20% compared to 2011 45 . Over 30% of<br />
e-shoppers purchased for over €150 per month last year.<br />
Belgian online retailers are looking towards the future with<br />
confidence.<br />
The vast majority of traders expect the number of online<br />
purchases to increase in <strong>2013</strong> and that the number of<br />
online businesses will continue to increase. Two-thirds of<br />
the online retailers intend recruiting more staff this year.<br />
This success is partly due to the tripling of the number<br />
of purchases via smartphone. Top five items purchased<br />
online are hotel bookings, fashion, event tickets, transport<br />
tickets and books.<br />
60% Of the population speak Dutch (Flemish), while 40%<br />
speak French (Walloon). Both the Flemish and the Wal-<br />
loon population have equally embraced online shopping.<br />
There is a difference though: the Flemish prefer digital<br />
contact and buy less, while Walloons prefer personal con-<br />
tact and tend to buy more and more impulsively 46 .<br />
45 BeCommerce, Belgian e-commerce association<br />
46 BeCommerce Newsletter, 02/04/<strong>2013</strong><br />
Ireland<br />
Ireland is digitally “coming of age”, with the majority of<br />
Irish consumers now regularly shopping online 47 . Both<br />
consumers and businesses in Ireland are by now rapidly<br />
closing the gap with their mature <strong>Europe</strong>an counterparts<br />
in terms of purchasing and selling online, with a growing<br />
number of consumers turning to the Internet to secure<br />
value-for-money purchases. “The economic recession<br />
has been making digital more attractive. Conducting<br />
transactions online is more cost-effective for consumers<br />
and businesses alike.” 48<br />
81% Of households have access to the Internet (up from<br />
63% in 2008) 49 and the number of e-shoppers has<br />
doubled since 2008, reaching almost 70% of the active<br />
online population last year. Total e-sales are estimated<br />
to have reached €4.6 bn, more than double the size of<br />
online sales in 2009.<br />
47 Digital Hub Development Agency (DHDA), Dublin<br />
48 Digital Hub Development Agency (DHDA), Dublin<br />
49 Eurostat, Statistics in Focus 50/2012<br />
81%<br />
households have access<br />
to the Internet<br />
E-shoppers<br />
growth since almost 2000 70% of<br />
8.9% Growth of<br />
lands: lowest in<br />
8.9% in 2012 to<br />
€4.6 billion<br />
Total e-sales<br />
+500%<br />
e-shoppers has<br />
doubled since<br />
2008, reaching<br />
the active online<br />
population last year.
32<br />
THE EMERGING MARKETS EUROPE <strong>B2C</strong> E-COMMERCE<br />
9 million active<br />
e-shoppers<br />
Populair: Clothing,<br />
shoes, jewellery,<br />
books and cosmetics<br />
50%<br />
Internet<br />
user<br />
€464<br />
Average spend<br />
per e-Shopper<br />
Poland<br />
According to recent research, close to 50% of Polish<br />
Internet-users are shopping online. Among people below<br />
35 this proportion goes up to nearly 70% 50 . Clothing,<br />
shoes, jewellery, books and cosmetics are among the<br />
products purchased online on a regular basis. The Polish<br />
e-commerce market has been growing robustly.<br />
Estimated <strong>B2C</strong> e-sales, including goods and services,<br />
have reached €4.2 bn, an increase of 25%.<br />
This would not have been possible without the increasing<br />
access to the Internet seen in Poland. 70% of households<br />
in Poland had Internet access in 2012 and 67% had<br />
broadband connection, an increase of more than 45% in<br />
the number of Internet-users and of more than 75% of<br />
broadband connections compared to 2008 51 .<br />
Nine million e-shoppers or 45% of the number of active<br />
Internet-users actually purchased goods and/or services<br />
online 52 . At an estimated €464 in 2012, the average<br />
annual amount spent per e-shopper is still below the<br />
<strong>Europe</strong>an average. Internet-users are mainly young<br />
people who are still studying or the well-educated.<br />
The greatest number of Internet-users is found among<br />
people with the highest income.<br />
50 Eurostat, Statistics in Focus 50/2012<br />
51 Eurostat, Statistics in Focus 50/2012<br />
52 <strong>Ecommerce</strong> <strong>Europe</strong> estimates<br />
Russia<br />
The volume of the Russian e-commerce market is<br />
estimated to have reached around €10.3 bn from 7.6<br />
billion in 2011. The market is growing at an annual rate of<br />
around 35%. The behaviour of Russian online consumers<br />
is largely a replica of buyers’ steps in Western markets,<br />
though at a slower pace: half of the regular e-shoppers in<br />
Russia only started making online purchases in the last<br />
two years. Russian e-commerce has the need, the<br />
potential and the room to grow. The reasoning is the<br />
future rise in the number of Internet-shoppers in Russia:<br />
from 20 mn in 2012 to around 40 mn in 2015, and in the<br />
number of bank card-users.<br />
One of the other reasons for the positive growth in<br />
e-commerce in Russia is the still under-developed retail<br />
infrastructure, in particular in the regions. In remote areas<br />
E-shoppers<br />
of this huge country there is a growing demand to have<br />
growth since 2000<br />
better and more direct access to original quality and fewer<br />
over-priced products. That makes the remote regions of<br />
Russia especially attractive for e-commerce.<br />
For further in-depth information, Infographics and<br />
Country Profiles of other Eastern <strong>Europe</strong>an countries,<br />
we refer to <strong>Ecommerce</strong> <strong>Europe</strong>’s regional report<br />
covering Eastern <strong>Europe</strong>.<br />
+500%<br />
35%<br />
Increase of goods and<br />
services sold online in<br />
Russia in 2012<br />
€40<br />
million<br />
Internet-shoppers:<br />
growth<br />
40 mn in 2015<br />
10,3<br />
billion<br />
Russian<br />
e-commerce<br />
market<br />
8.9% Growth<br />
lands: lowest<br />
8.9% in 2012
THE EMERGING MARKETS EUROPE <strong>B2C</strong> E-COMMERCE 33<br />
50%<br />
Of Turkish population<br />
is under 30 years old<br />
40 million<br />
Internet-<br />
Turkey<br />
<strong>Ecommerce</strong> is developing rapidly in Turkey. A recent<br />
report 53 analysed online spending there according to the<br />
categories private shopping, deal sites, home<br />
improvement, retailers and C2C shopping. Some of the<br />
results: the largest cities consume the most; women tend<br />
to seek decoration and clothing, while men tend to seek<br />
functionality and gadgets. The general most dominant<br />
objection against shopping without being able to<br />
personally examine a product has been completely<br />
reversed.<br />
There are currently 40 million Internet-users in Turkey<br />
(53% of the population), which puts Turkey in 14th place<br />
in the global ranking of countries with the highest number<br />
of Internet-users, just behind Iran.<br />
users 8.9% Growth Half the of population e-commerce is in under the Nether- 30 years of age and actively<br />
lands:<br />
uses<br />
lowest<br />
social<br />
in <strong>Europe</strong>.<br />
networks.<br />
Online<br />
That,<br />
sales<br />
along<br />
grew<br />
with an enthusiastic<br />
8.9% in 2012 to reach €9.8 bn.<br />
fervour for business enterprise, makes Turkey the ideal<br />
In 2012 total <strong>B2C</strong><br />
e-sales had reached<br />
€5.4 billion<br />
50%<br />
Half the<br />
population<br />
is under 30<br />
years<br />
country to promote e-commerce. The figures published<br />
mostly include C2C e-commerce. In 2012 total <strong>B2C</strong><br />
e-sales had reached €5.4 billion, 75% up on 2011 54 .<br />
53 ETID, the Turkish e-commerce association<br />
54 <strong>Ecommerce</strong> <strong>Europe</strong> estimates<br />
Greece<br />
Greece is one of the fastest growing online markets in<br />
<strong>Europe</strong>. The number of online buyers has now reached<br />
1.9 million, up from 1.5 million (27%) in 2011. Each buyer<br />
spent an average of over €1,500 last year, compared with<br />
€1,200 in 2011. Total e-sales reached €2,900 million,<br />
a 61% growth compared to 2011. Online sales have more<br />
than tripled since 2009 55 .<br />
For further in-depth information, Infographics and<br />
Country profiles of other Southern <strong>Europe</strong> countries,<br />
we refer to <strong>Ecommerce</strong> <strong>Europe</strong>’s regional report<br />
covering Southern <strong>Europe</strong>.<br />
The following table shows the 2009, 2010, 2011 and 2012<br />
<strong>B2C</strong> e-sales per country, including goods and services,<br />
in million euros and calculated at the 2012 average<br />
exchange rate for comparison reasons. 56<br />
55 ELTRUN, Athens University of Economics and Business,<br />
December 2012<br />
+500%<br />
E-shoppers<br />
growth since 2000<br />
56 <strong>Ecommerce</strong> <strong>Europe</strong> research and estimates, 2012 exchange rates ECB<br />
1,9 million<br />
online buyers<br />
€1,500<br />
Average spend<br />
per e-Shopper<br />
61%<br />
growth compared<br />
to 2011
34<br />
THE EMERGING MARKETS EUROPE <strong>B2C</strong> E-COMMERCE<br />
COUNTRY 2009 2010 2011 2012<br />
Austria 5,000 6,500 8,400 9,800<br />
Belgium 2,825 3,200 4,000 4,800<br />
CZ Rep 1,021 1,305 1,505 1,800<br />
Denmark 4,299 5,374 6,180 7,388<br />
Finland 3,635 4,000 4,500 5,400<br />
France 25,000 31,000 37,700 45,000<br />
Germany 30,000 35,200 41,100 50,000<br />
Greece 800 1,200 1,800 2,900<br />
Hungary 346 453 498 675<br />
Ireland 2,130 2,960 3,700 4,600<br />
Italy 5,772 6,779 8,052 9,582<br />
Netherlands 7,400 8,200 9,000 9,800<br />
Norway 5,926 6,421 7,197 7,900<br />
Poland 2,019 2,509 3,346 4,181<br />
Portugal 650 780 940 1,200<br />
Romania 325 425 600 800<br />
Russia 4,634 6,011 7,764 10,302<br />
Slovakia 96 300 400 500<br />
Spain 7,760 9,114 10,917 12,969<br />
Sweden 5,055 5,744 6,434 7,238<br />
Switzerland 5,559 6,886 7,882 9,100<br />
Turkey 1,323 1,985 3,114 5,448<br />
Ukraine 260 390 780 1,100<br />
UK 61,415 72,515 84,107 96,193<br />
Others 1,307 1,730 2,360 2,935<br />
Total 184,557 220,981 262,276 311,611<br />
Figure 23: E-commerce sales of goods and service in <strong>Europe</strong> per country 2009-2012, <strong>Ecommerce</strong> <strong>Europe</strong> <strong>2013</strong>
FORECAST UP TILL 2016 EUROPE <strong>B2C</strong> E-COMMERCE 35<br />
Forecast up till 2016<br />
In the mature markets in <strong>Europe</strong>, notably the UK, the<br />
Netherlands and Scandinavia, growth will slow down in<br />
the coming years to between 10 and 13%. <strong>Ecommerce</strong><br />
<strong>Europe</strong> foresees a growth of 13% for the UK 57 in <strong>2013</strong>.<br />
For Germany 58 and France 59 we are forecasting an incre-<br />
ase of around 20% in <strong>2013</strong>. In South and Eastern <strong>Europe</strong>,<br />
<strong>Ecommerce</strong> <strong>Europe</strong> expects to see continuing growth<br />
figures of around 20% in Italy and Spain and around 30 to<br />
35% in Russia and Turkey.<br />
The chart shows <strong>Ecommerce</strong> <strong>Europe</strong>’s forecast for the<br />
coming years up till 2016. Today the share of the three<br />
leaders in <strong>Europe</strong> – the UK, Germany and France – is 61%<br />
(70% of estimated <strong>B2C</strong> e-sales in the <strong>Europe</strong>an Union).<br />
This share will gradually decrease to around 55% in 2016,<br />
under the influence of the further slowing down of e-sales<br />
in the mature markets and the growth in other countries<br />
and regions, in particular the South and the East of <strong>Europe</strong>.<br />
Spain and Italy will undoubtedly catch up while in particular<br />
Turkey and Russia will see a rapid rise in the number of<br />
Internet-users and consequently the number of e-shoppers<br />
in the coming years. Other countries to watch are Poland,<br />
Ukraine, Romania and Czech Republic.<br />
Decisive factors for such a growth will be growing<br />
confidence in surfing on the Web, higher disposable<br />
incomes and a further growth in fast, affordable mobile<br />
Internet through smartphones and tablets.<br />
FORECAST E-COMMERCE IN EUROPE 2016 IN BILLION EUROS<br />
2011<br />
2012<br />
<strong>2013</strong><br />
2014<br />
2015<br />
2016<br />
256<br />
311<br />
370<br />
440<br />
525<br />
625<br />
0 175 350 525 700<br />
Figure 24: Forecast of e-commerce in <strong>Europe</strong> 2016, <strong>Ecommerce</strong> <strong>Europe</strong>, <strong>2013</strong><br />
57 Source: IMRG, UK<br />
58 Source: BVH, German association for e-commerce<br />
59 FEVAD, French association for ecommerce
36<br />
ONLINE PAYMENTS IN EUROPE EUROPE <strong>B2C</strong> E-COMMERCE<br />
Online payments in <strong>Europe</strong><br />
The well-developed e-commerce sector in the mature<br />
markets of <strong>Europe</strong> has resulted in a highly advanced<br />
online payments landscape. Lacking the scale of a single<br />
market like that in the US, the <strong>Europe</strong>an situation has<br />
set an example for many other fragmented regions in the<br />
earliest stages of their development. <strong>Europe</strong> is a unique<br />
region in this report, as it has participated in a long and<br />
determined effort to integrate the EU member states into<br />
a single market. We will refer to this effort as we discuss<br />
the implications of the Payment Service Directive (PSD)<br />
and SEPA – more specifically e-SEPA. 60<br />
These are two important publicly led initiatives to<br />
harmonize (online) payments in the region. A third public<br />
force that is not to be underestimated is the constant<br />
debate by policymakers, on national levels and on a<br />
<strong>Europe</strong>an level, about the topics of interchange and<br />
surcharging. It goes beyond the scope of this report to go<br />
into the details of these debates. It is our belief however,<br />
that legal certainty on a business level is a precondition<br />
for innovation in the payment industry. The current am-<br />
biguity does not contribute to a decisive atmosphere.<br />
Payment Services Directive<br />
The Payment Services Directive, that was introduced in<br />
2008, is still an important force that shapes the payment<br />
landscape in the EU. The aim of the directive is to ensure<br />
the user-friendliness, safety and efficiency of payments<br />
60 Source, Innopay, Online payments report, 2012<br />
throughout the <strong>Europe</strong>an Union/<strong>Europe</strong>an<br />
Economic Area, in particular for credit transfers, direct<br />
debit mandates, card payments, as well as for money<br />
transfer services. One of the novelties in the PSD was the<br />
system of licenses for payment service providers (PSP’s).<br />
This lays down information requirements regarding pay-<br />
ment services and lists the rights and obligations of both<br />
PSPs and users.<br />
The Single Euro Payments Area (SEPA)<br />
The rate of change within the total <strong>Europe</strong>an payments<br />
industry is accelerating now the SEPA program is nearing<br />
its completion, with end-dates being set for 2014. Under<br />
the program, the <strong>Europe</strong>an banks seek to harmonize<br />
credit transfers, direct debits and card products across 32<br />
<strong>Europe</strong>an countries.<br />
The SEPA vision is to abandon the concept of cross-<br />
border payments and to treat <strong>Europe</strong> as a single domestic<br />
region for payments. Every citizen and organization<br />
should have access to the same payment instruments<br />
throughout <strong>Europe</strong>. This vision was part of the <strong>Europe</strong>an<br />
Commission’s Lisbon Agenda, the effort to make <strong>Europe</strong><br />
the world’s most competitive economy.<br />
The relevance for online payments lies mainly in the fact<br />
that SEPA offers a set of payment instruments (namely<br />
credit transfer and direct debit) that apply throughout the<br />
SEPA region. Online payment methods that make use<br />
of these instruments have by definition a pan-<strong>Europe</strong>an<br />
reach.
ONLINE PAYMENTS IN EUROPE EUROPE <strong>B2C</strong> E-COMMERCE 37<br />
MyBank and SEPA<br />
MyBank is an e-authorization method that will initially be<br />
the core of an online payment scheme. User experience<br />
in respect of this product will be fairly similar to the<br />
Dutch iDEAL system. The EBA Clearing initiative is set<br />
to create a completely new ‘e-authorization scheme’ that<br />
will eventually support both SEPA Credit Transfers (SCT)<br />
and SEPA Direct Debits (SDD), using the online banking<br />
portal. The service will provide buyers and sellers from all<br />
over <strong>Europe</strong> with the ability to exchange payment orders<br />
and e-mandates directly through their online banking<br />
portals. The new service will be made available for<br />
banks and licensed payment institutions, in line with the<br />
Payment Services Directive and the relevant regulatory<br />
requirements. Banks and their customers will be able to<br />
expand their businesses in the e-commerce market<br />
via the SEPA-wide service based on the pan-<strong>Europe</strong>an<br />
interbank payment infrastructure.<br />
MyBank is an e-authorisation solution offered by EBA<br />
CLEARING which makes it easier and safer to sell and<br />
buy goods and services over the Internet all across<br />
<strong>Europe</strong>. MyBank is geared at facilitating the growth<br />
of e-commerce in <strong>Europe</strong> and supports e-payments<br />
based on the SEPA instruments.<br />
By July <strong>2013</strong>, only four months after the launch,<br />
MyBank will count 42 participating banks from 3<br />
different countries, namely Italy, France and Luxem-<br />
bourg. These banks have started to offer the solution to<br />
millions of online shoppers, which can use MyBank<br />
to initiate SEPA Credit Transfers via their regular online<br />
or mobile banking interface without the need to<br />
disclose their personal bank account or payment<br />
details to any third parties.<br />
The MyBank E-mandate Pilot is scheduled to run from<br />
October <strong>2013</strong> to February 2014. The pilot will involve<br />
banks, service providers and corporates which will<br />
ensure in co-operation that the different components<br />
of the MyBank E-mandate solution work together<br />
seamlessly before the solution will be rolled out. It is<br />
expected that MyBank users will be able to create,<br />
modify and cancel e-mandates for SEPA Core Direct<br />
Debits by the beginning of next year.<br />
Today, MyBank already enables the e-authorisation<br />
of payments through mobile device browsers.<br />
For the near future, it is planned that MyBank will also<br />
support the usage of m-banking applications and of<br />
m-shopping applications offered by merchants.<br />
In March <strong>2013</strong>, EBA CLEARING also launched the<br />
MyBank Service Provider Program which supports<br />
service providers in developing ready-to-use solutions<br />
for merchants and banks all over <strong>Europe</strong> that wish to<br />
implement MyBank.<br />
Access to the payment account<br />
A new development of which merchants have high expec-<br />
tations is the concept dubbed by the <strong>Europe</strong>an Central
38<br />
ONLINE PAYMENTS IN EUROPE EUROPE <strong>B2C</strong> E-COMMERCE<br />
Bank (ECB) ‘access to the account’. The idea of banks<br />
opening up their payment accounts for third parties to<br />
obtain information or even to initiate payments is inspiring<br />
and could boost innovation. Access by third parties could<br />
enable non-bank payment service providers to provide<br />
information services and initiate payments outside the<br />
context of today’s schemes through an arrangement that is<br />
similar to an ‘API’. A situation where new payment products<br />
can be established by individual entrepreneurs instead<br />
of communities of cooperating banks could accelerate<br />
product development and foster competition.<br />
<strong>Ecommerce</strong> <strong>Europe</strong>, the association for online merchants<br />
in <strong>Europe</strong>, welcomes any development that strengthens<br />
innovation and competition in payments for consumer-<br />
not-present contexts. Consumers can also benefit from<br />
new information services that accompany their payment<br />
accounts and new forms of payment initiation built on top of<br />
SEPA instruments (such as SEPA Credit Transfers, SEPA<br />
Direct Debits and the SEPA Cards Framework). Solutions<br />
can be tailored to fit specific contexts, while leveraging<br />
reach of the SEPA payment products.<br />
Card-based payments and 3D secure<br />
Cards remain the dominant payment instrument online<br />
in <strong>Europe</strong>. This can be explained by the large reach they<br />
offer, which is the first universal principle for merchants<br />
when choosing payment options. In terms of conversion,<br />
however, cards are suffering the inconsistence<br />
with which issuing banks implement 3D Secure<br />
solutions and an ‘unsafe’ image in the eyes of consumers.<br />
Wallet solutions<br />
Wallet solutions are a viable candidate to bridge the gap<br />
between online, offline and mobile payment contexts and<br />
to improve the usability of cards, because users do not<br />
need to type in card credentials. They can be used both<br />
on the Internet and in brick-and-mortar stores; different<br />
funding sources provide consumers with the flexibility they<br />
need and a uniform interface on the merchant side<br />
enables merchants to rationalize payment options.<br />
Although PayPal can be regarded as the dominant player<br />
in this field, contesters like Google Wallet are warming up<br />
to step into the arena.
CROSS-BORDER E-COMMERCE IN EUROPE EUROPE <strong>B2C</strong> E-COMMERCE 39<br />
Cross-Border e-commerce in <strong>Europe</strong><br />
According to the latest figures of Eurostat (May <strong>2013</strong>),<br />
the level of cross-border online purchases indicates the<br />
functioning of the EU single market for e-commerce and<br />
the extent to which consumers make use of wider choices<br />
and lower prices. The most recent figures, from May <strong>2013</strong>,<br />
do not include Croatia yet as a member of the EU 28.<br />
Among individuals in the EU27 who bought or ordered<br />
goods or services over the Internet in 2012, 11% bought<br />
from sellers outside their country of residence, but within<br />
the EU27. Cross-border EU purchases by individuals<br />
were most important in either smaller member states such<br />
as Luxembourg (60%) and Malta (38%) and Iceland (24%)<br />
or in member states with strong regional or linguistic ties to<br />
neighbouring countries such as Austria (35%), Norway<br />
(30%), Finland (30%), Denmark (29%), Ireland (28%)<br />
and Belgium (25%).<br />
According to <strong>Ecommerce</strong> <strong>Europe</strong> estimates, the total<br />
value of online traded goods (excluding e-services) in<br />
and between EU27 countries was about € 160 billion.<br />
Out of that total, an estimated 75% (€120 bn) is traded<br />
domestically. According to Eurostat, about 25% 61 (€40 bn)<br />
crosses borders between EU countries.<br />
Figure 25:<br />
Source: Eurostat: National and<br />
cross-border purchases by<br />
e-shoppers, May <strong>2013</strong><br />
61 Eurostat: Survey on ICT usage in Households and by Individuals - Statistics in Focus 50/2012<br />
% CROSS BORDER ORDERS OF INDIVIDUALS OF GOODS AND<br />
SERVICES WITHIN EUROPE<br />
<strong>Europe</strong>an Union and Member States 2009 2010 2011 2012<br />
<strong>Europe</strong>an Union (27 countries) 8 9 10 11<br />
Euro € Area (EA16-2010, EA17) 9 10 11 12<br />
Belgium 17 20 24 25<br />
Bulgaria 1 2 3 4<br />
Czech Republic 2 2 5 5<br />
Denmark 24 28 28 29<br />
Germany 9 8 9 9<br />
Estonia 6 8 10 11<br />
Ireland 20 18 22 28<br />
Greece 4 4 7 8<br />
Spain 7 7 9 10<br />
France 12 15 14 17<br />
Italy 4 4 5 5<br />
Cyprus 12 15 18 19<br />
Latvia 7 7 8 13<br />
Lithuania 3 3 5 6<br />
Luxembourg 51 53 56 60<br />
Hungary 2 3 4 5<br />
Malta 29 35 38 38<br />
Netherlands 12 12 14 14<br />
Austria 27 29 32 35<br />
Poland 2 2 2 2<br />
Portugal 6 6 7 10<br />
Romania 1 1 1 1<br />
Slovenia 9 10 11 13<br />
Slovakia 8 9 11 17<br />
Finland 18 21 28 30<br />
Sweden 10 13 16 19<br />
United Kingdom 11 10 10 13<br />
Iceland 20 18 19 24<br />
United Kingdom 11 10 10 13<br />
Iceland 20 18 19 24<br />
Norway 26 29 30 30<br />
Croatia 3 3 4 6
40<br />
CROSS-BORDER E-COMMERCE IN EUROPE EUROPE <strong>B2C</strong> E-COMMERCE<br />
€40bn<br />
of online goods<br />
is traded<br />
cross-border<br />
Comparing the value of estimated online cross-border<br />
trade (€40 bn) and the estimated offline intra-EU trade<br />
in the corresponding products categories (Eurostat/<br />
COMEXT 2010 €491 bn), online cross-border trade<br />
represents around 8% of all cross-border trade.<br />
This indicates that although online orders for the specific<br />
categories of goods constitute a relevant proportion of<br />
physical cross-border trade in goods, the percentage is<br />
still (far) below the goals set.
CROSS-BORDER E-COMMERCE IN EUROPE EUROPE <strong>B2C</strong> E-COMMERCE 41<br />
Cross Border<br />
Cross-Border<br />
Opportunities<br />
More Choice<br />
Better Prices<br />
Market Opportunities<br />
<strong>Europe</strong>: A Market<br />
of 800+ Consumers<br />
Barriers and opportunities<br />
The growth of e-commerce has made it much easier for<br />
even smaller brands and retailers to trade outside their<br />
domestic markets. However, while the infrastructure might<br />
be there to support this, it can still take considerable invest-<br />
ments of time and money to understand the intricacies of<br />
doing business in different markets. Trading across borders<br />
in other markets – even those that are close by – remains<br />
a challenge for many smaller and medium-sized online<br />
retailers, mostly due to cultural and perception issues.<br />
Consumer behaviour has changed rapidly under the<br />
influence of the further penetration of Internet and online<br />
commerce. Today’s consumer is well-educated, uses the<br />
Internet as an instrument to be informed and the Internet<br />
gives him a unique opportunity to compare prices, review<br />
offers and stores and to share his experiences with other<br />
consumers. He or she has more control than ever before.<br />
Contrary to popular opinion, <strong>Europe</strong> is still not a<br />
homogenous market despite the 28-nation <strong>Europe</strong>an<br />
Union. Laws and regulations still differ in each market.<br />
Languages are different, as are sensibilities and customs.<br />
For instance, relatively few online shops sell across<br />
the borders between Germany and France, despite their<br />
close proximity to one another.<br />
The reason for this is not merely a matter of language, but<br />
that, for example, promotional campaigns designed<br />
to influence German consumers will have little or no effect<br />
on potential French consumers.<br />
The Dutch do not expect to be addressed quite as formally<br />
in promotional offers as the Germans do. Checks play a<br />
small role in the German market, but they are still the most<br />
popular method of payment in France. Italians pay a lot of<br />
attention to personal contact. Another important barrier for<br />
the development of pan-<strong>Europe</strong>an e-commerce is the lack<br />
of consumer confidence in buying from different countries.<br />
Consumers are often unaware about procedures for<br />
purchasing goods abroad and prefer to buy within their own<br />
country, as they believe it is safer.<br />
Language remains the number-one barrier. In the EU28, for<br />
instance, there are 24 different languages and it is essential<br />
to address consumers in their own language (with minor<br />
exceptions). In the early days of the Internet, English was<br />
the dominant language, both for the contents of websites<br />
and for language of communication. At present, with the<br />
growing use of the Internet, people are increasingly using<br />
their own mother tongue when communicating on websites<br />
or using social media.<br />
In addition to the above-mentioned differences which are<br />
of a more cultural nature, issues such as complex VAT<br />
requirements, delivery and payment regulations make it<br />
far from easy for traders to do business throughout the<br />
<strong>Europe</strong>an Union (EU), especially smaller and medium-sized<br />
retailers.<br />
The <strong>Europe</strong>an Commission is aware of this, and has<br />
unveiled The Digital Agenda in 2010, with Neelie Kroes<br />
appointed as special Commissioner.<br />
Cross Border<br />
Barriers Perceived<br />
Languages<br />
Consumer Attitude<br />
Legislation<br />
Payment Options<br />
Delivery Issues<br />
Less Trust in Foreign<br />
Sites
42<br />
CROSS-BORDER E-COMMERCE IN EUROPE EUROPE <strong>B2C</strong> E-COMMERCE<br />
VAT<br />
Treshold varies<br />
between 35-100K<br />
in EU.<br />
Value Added Tax in the <strong>Europe</strong>an Union<br />
The payment of VAT by online retailers is a tricky issue,<br />
although the principles are simple. VAT is chargeable on<br />
goods sold within a country using e-commerce or distance<br />
selling methods (e.g., mail order). If goods are shipped<br />
by the retailer from one EU member state to another,<br />
the VAT remains applicable when the customer is either<br />
a private person or a company not registered for VAT in<br />
his/its home country.<br />
Smaller businesses can simply charge their national<br />
VAT rate until a value threshold is reached, above which<br />
VAT must be charged at the national rate of the member<br />
state of the recipient.<br />
VAT of the Member State of destination is applied if sales<br />
in that Member State exceed a certain threshold, which<br />
varies between €35,000 and €100,000 or the equivalent<br />
in the national currency. For the threshold applicable in<br />
each Member State, see the Commission’s information<br />
document 62 .<br />
These thresholds are not applicable to goods containing<br />
alcohol. For instance, an online retailer selling wines to<br />
private persons should charge the VAT applicable in the<br />
country of destination right from the initial sale.<br />
Even if the threshold is not exceeded, traders can still<br />
opt to register for VAT in the Member State of the<br />
consumer and charge the VAT applicable in that country.<br />
It may be a commercial advantage if the VAT rate<br />
62 “VAT in the <strong>Europe</strong>an Union” or “Thresholds”.<br />
applicable in the country of destination is lower than the<br />
rate in the traders’ country.<br />
For instance: the threshold is €100,000 in France,<br />
Germany, the Netherlands and Austria, €35,000 in most<br />
other countries like Spain, Italy, Portugal and Finland,<br />
and £70,000 in the UK.<br />
Online retailers need to register in each of the countries<br />
where they have private customers and pay VAT to the<br />
national authorities. So a retailer charges the VAT rate<br />
of his country until his foreign sales have reached the<br />
threshold applicable in his own country, after which point<br />
he would charge 21% to Belgium and the Netherlands,<br />
19.6% to France, etc. (See the applicable VAT rates in<br />
the EU Member States.)<br />
An example: the threshold in Luxembourg is €100,000<br />
euro. The online retailer needs to register for VAT when<br />
in a given year the total sales to private persons in<br />
Luxemburg exceed this amount.<br />
The trader can also opt to register right from the first sale<br />
to a private person, which would mean that the customer<br />
does not have to pay 21% (if the trader is based in the<br />
Netherlands or Belgium) or 27% VAT (if the trader is<br />
located in Hungary), but only 15%, the applicable VAT<br />
rate in Luxembourg.<br />
Quite a difference for the consumer! It is the trader’s<br />
commercial decision whether he chooses to register<br />
separately in each member state concerned. These VAT<br />
rules only apply in the 28 Member States of the EU 63 .<br />
63 Source: VDFR VAT Management<br />
21%<br />
VAT-rate in<br />
Belgium and the<br />
Netherlands<br />
27%<br />
VAT-rate<br />
Hungary<br />
19.6%<br />
VAT-rate<br />
in France<br />
15.0%<br />
VAT-rate<br />
in Luxembourg
THE EUROPEAN UNION (EU) – A BRIEF OVERVIEW EUROPE <strong>B2C</strong> E-COMMERCE 43<br />
1957<br />
Foundation year of<br />
the <strong>Europe</strong>an Union<br />
The <strong>Europe</strong>an Union (EU) – A Brief<br />
Overview<br />
The EU is an economic and political partnership between<br />
28 <strong>Europe</strong>an countries that together comprises about<br />
40% of the continent.<br />
The EU was created in the aftermath of the Second World<br />
War. The first steps were to foster economic cooperation,<br />
the idea being that countries that trade with one another<br />
become economically interdependent and will there-<br />
fore be more likely to avoid conflict. The result was the<br />
<strong>Europe</strong>an Economic Community (EEC), initially formed in<br />
1957. Since then, a huge single market has been created<br />
and aims to develop its full potential.<br />
The founding members of the EU in 1957 were Belgium,<br />
France, Germany, Italy, Luxembourg and the Netherlands.<br />
In 1973 Denmark, the UK and Ireland joined, followed in<br />
1984 by Greece, in 1986 by Spain and Portugal, and in<br />
1995 by Finland, Sweden and Austria. Then, following<br />
the collapse of their regimes in 1989, eight countries from<br />
Central and Eastern <strong>Europe</strong> (Czech Republic, Estonia,<br />
Hungary, Latvia, Lithuania, Poland, Slovakia and<br />
Slovenia) and Cyprus and Malta became EU members<br />
in 2004, followed by Bulgaria and Romania in 2007.<br />
Croatia joined the EU as its 28th member on 1 July <strong>2013</strong>.<br />
Candidate countries are Iceland, Montenegro, the former<br />
Yugoslavian Republic of Macedonia and Turkey.<br />
Potential candidates for membership are Albania, Bosnia<br />
and Herzegovina and Kosovo.<br />
What began as a purely economic union has evolved into<br />
an organisation spanning policy areas that range from<br />
agriculture, through consumer protection and the informa-<br />
tion society to transport and travel. A name change from<br />
the EEC to the <strong>Europe</strong>an Union (EU) in 1993 reflected<br />
this. The EU is based on the rule of law: everything that it<br />
does is founded on treaties, voluntarily and democratically<br />
agreed by all member countries. These binding agree-<br />
ments set out the EU’s goals in its many areas of activity.<br />
The EU has delivered half a century of peace, stability<br />
and prosperity, helped to raise living standards and<br />
launched a single <strong>Europe</strong>an currency, the euro.<br />
The objective of the Single <strong>Europe</strong>an Market (SEM) –<br />
the EU’s main economic engine – is to enable goods,<br />
services, money and people to move freely within the EU.<br />
Another key objective is to develop this huge resource to<br />
ensure that <strong>Europe</strong>ans can draw the maximum benefit<br />
from it.<br />
As it continues to grow, the EU remains focused on<br />
making its governing institutions more transparent and<br />
democratic. More powers are being given to the directly<br />
elected <strong>Europe</strong>an Parliament, while national parliaments<br />
are being given a greater role, working alongside the<br />
<strong>Europe</strong>an institutions. In turn, <strong>Europe</strong>an citizens have an<br />
ever-increasing number of channels for taking part in the<br />
political process.<br />
28 countries<br />
Member of the<br />
<strong>Europe</strong>an Union<br />
as of July 1, <strong>2013</strong>
44<br />
THE EUROPEAN UNION (EU) – A BRIEF OVERVIEW EUROPE <strong>B2C</strong> E-COMMERCE<br />
The <strong>Europe</strong>an Union – Economic Outlook<br />
According to the recent 2012 Employment and Social<br />
Developments in <strong>Europe</strong> Review, unemployment in<br />
<strong>Europe</strong> is soaring, household incomes have declined and<br />
the risk of poverty or exclusion is on the rise. These<br />
conditions – exacerbated by five years of economic crisis<br />
and the return of a recession in 2012 – were especially<br />
prevalent in southern and eastern <strong>Europe</strong>an Union<br />
countries. Analysis shows how appropriate labour market<br />
reforms and improvements in the design of welfare systems<br />
can increase member states’ resilience to economic<br />
shocks and facilitate a faster exit from the crisis.<br />
According to Commissioner Andor, <strong>Europe</strong> probably<br />
wouldn’t see much improvement in <strong>2013</strong> “unless it<br />
achieves greater progress also on credibly resolving the<br />
euro crisis, finding resources for much needed investment,<br />
including in people’s skills, employability and social<br />
inclusion and making finance work for the real economy.”<br />
According to the most recent forecast, the EU Commission<br />
expects economic activity to gradually accelerate.<br />
The pick-up in growth will initially be driven by increasing<br />
external demand. Domestic investment and consumption<br />
are projected to recover later and by 2014, domestic<br />
demand is expected to take over as the main driver of<br />
strengthening GDP growth.<br />
The weakness of economic activity towards the end<br />
of 2012 has proved to be a low starting point for <strong>2013</strong>.<br />
Combined with a more gradual return of growth than<br />
earlier expected, this leads to a projected low annual GDP<br />
growth in <strong>2013</strong> of 0.1% in the EU and a contraction of<br />
-0.3% in the euro area. Quarterly GDP developments are<br />
somewhat more dynamic than the annual figures suggest,<br />
and GDP in the fourth quarter of <strong>2013</strong> is forecast to be<br />
1.0% above the level reached in the last quarter of 2012<br />
in the EU, and 0.7% in the euro area.<br />
While risks to the growth outlook are still predominantly<br />
in a downward direction, the risk distribution has become<br />
substantially more balanced. The effective implementation<br />
of policies to reinforce the Economic and Monetary Union<br />
and foster the necessary adjustments is critical in order to<br />
keep the risk of another aggravation of the sovereign-debt<br />
crisis at bay. Other downside risks relate to labour market<br />
weakness feeding back into domestic demand and<br />
slowing reform momentum as well as the still large<br />
medium-term budgetary challenges in the US and Japan.<br />
Upside risks to GDP growth could materialise if progress<br />
with crisis resolution and structural reforms is faster and/<br />
or the return of confidence stronger than expected.<br />
Risks to the inflation outlook appear balanced. (EU Winter<br />
Forecast 2012 – 2014, published on 22 February <strong>2013</strong>).<br />
The <strong>Europe</strong>an Union – About the euro<br />
As already mentioned above, in 1999, the <strong>Europe</strong>an<br />
Union took a large step towards a unified <strong>Europe</strong>.<br />
11 countries formed an economic and political struc-<br />
ture within the <strong>Europe</strong>an states. Membership to the EU<br />
became something to aspire to, as the organisation gave<br />
0.1%<br />
Projected growth<br />
of GDP in<br />
<strong>Europe</strong> in <strong>2013</strong><br />
-0.3%<br />
Projected growth<br />
of GDP in € area<br />
<strong>Europe</strong> in <strong>2013</strong><br />
€
THE EUROPEAN UNION (EU) – A BRIEF OVERVIEW EUROPE <strong>B2C</strong> E-COMMERCE 45<br />
significant support and financial aid to countries capable<br />
of meeting the required criteria. Each member of the<br />
Euro-zone was to share the same currency, known as the<br />
Euro, which was to replace their own individual monetary<br />
units. These countries only started using the Euro as the<br />
official currency in early 2002.<br />
Using a single currency in all of the 23 participating<br />
countries does simplify life for travellers somewhat.<br />
The 23 countries are:<br />
1. the original 11 countries of the EU: Austria, Belgium,<br />
Finland, France, Germany, Ireland, Italy, Luxembourg,<br />
Netherlands, Portugal, Spain<br />
2. Since the introduction of the Euro, 12 more countries<br />
have started using the Euro as formal currency. These<br />
countries are: Andorra, Cyprus, Estonia, Greece,<br />
Kosovo, Malta, Monaco, Montenegro San Marino,<br />
Slovakia, Slovenia, Vatican City<br />
3. Lithuania aims to introduce the euro in 2015<br />
Technically speaking, Andorra, Kosovo, Montenegro,<br />
Monaco, San Marino and Vatican City are not members<br />
of the <strong>Europe</strong>an Union. However, they have found it<br />
beneficial to adapt to the new currency regardless.<br />
A special agreement has been reached with these<br />
countries that allows them to issue Euro coins with their<br />
own national emblems. The Euro currency is currently<br />
one of the world’s most powerful currencies.<br />
The history of the exchange rate of the euro against<br />
the US dollar has been turbulent. When the euro was<br />
introduced the average exchange rate against the US<br />
dollar in 1999 was 1.0658. In January 2002, a euro was<br />
worth a little more than $0.90. By the end of 2007 its<br />
value had skyrocketed to $1.4708.<br />
In the years up until <strong>2013</strong> the euro mostly feel in value<br />
following concerns about Eurozone financial troubles.<br />
Near the end of March <strong>2013</strong> the exchange rate stood at<br />
$1.2964.<br />
The following table shows fluctuations in the value of the<br />
euro against the US dollar and some other currencies<br />
(source ECB):<br />
THE FOLLOWING TABLE SHOWS FLUCTUATIONS IN THE VALUE OF THE EURO<br />
AGAINST THE US DOLLAR AND SOME OTHER CURRENCIES (SOURCE ECB):<br />
2007 2008 2009 2010 2011 2012<br />
EUR/USD 1.3705 1.4708 1.3948 1.3257 1.3920 1.2848<br />
EUR/GBP 0.68434 0.79628 0.89094 0.85784 0.86788 0.81087<br />
EUR/JPY 161.25 152.45 130.34 116.24 110.96 102.49<br />
EUR/RMB 10.4178 10.2236 9.5277 8.9712 8.9960 8.1052<br />
Figure 26: Fluctuations in the value of the euro against the US dollar and other currencies, ECB
46<br />
THE EUROPEAN UNION (EU) – A BRIEF OVERVIEW EUROPE <strong>B2C</strong> E-COMMERCE<br />
Neeli Kroes<br />
The <strong>Europe</strong>an Union – The Digital Agenda<br />
High-speed Internet for all - including on mobile phones -<br />
and lower consumer prices are the main highlights of<br />
the <strong>Europe</strong>an Commission’s digital agenda, a five-year<br />
plan to ensure higher connectivity for EU citizens and<br />
business.<br />
The Digital Agenda aims to deliver benefits to consumers<br />
and businesses based on ultra-fast Internet connections<br />
and interoperable applications.<br />
The <strong>Europe</strong>an Commission’s blueprint, unveiled in<br />
2010, aims to provide broadband Internet access for all<br />
citizens by <strong>2013</strong>, with access to much higher Internet<br />
speeds (30 Mbps or above) for all by 2020. By that time,<br />
the Commission hopes at least half of <strong>Europe</strong>an<br />
households will subscribe to Internet connections above<br />
100 Mbps.<br />
To underline the importance of Information and<br />
Communication Technologies (ICT) in boosting EU<br />
competitiveness, Neelie Kroes (picture) was appointed<br />
as special Commissioner dedicated to the “Digital<br />
Agenda” in February 2010.<br />
The key policy areas of this ambitious five-year plan:<br />
▪ Create a new single market to remove all barriers to<br />
cross-border trade and licensing, simplify copyright<br />
clearance, complete the Single <strong>Europe</strong>an Payment Area<br />
and boost the allocation of spectrum to new services<br />
such as mobile applications;<br />
▪ Improve ICT standard-setting and interoperability by<br />
reviewing the <strong>Europe</strong>an Interoperability Framework;<br />
▪ Improve trust and security to tackle cybercrime, sexual<br />
exploitation and review of the data protection framework<br />
to protect consumer rights;<br />
▪ Increase access to fast Internet and aid the roll-out of<br />
fixed and wireless networks;<br />
▪ Boost research and innovation by upping the ICT R&D<br />
budget by 20% annually;<br />
▪ Raise the level of digital literacy by promoting e-skills<br />
initiatives, and<br />
▪ Invest in smart technology to reduce energy<br />
consumption and help ageing citizens, among others.<br />
The <strong>Europe</strong>an Commission launched the Digital Agenda<br />
for <strong>Europe</strong> in order to strengthen the internal market.<br />
In chapter 2 of the Digital Agenda, the Commission<br />
outlines its plans to create a vibrant single digital market.<br />
<strong>Ecommerce</strong> <strong>Europe</strong> has welcomed the efforts of the<br />
<strong>Europe</strong>an Commission in this area and wishes to contribute<br />
to this important effort. However, while e-commerce has<br />
grown spectacularly over these past two decades, the EU<br />
has not yet taken full advantage of the benefits provided<br />
by the Single Market. There are still barriers to further<br />
growth in cross-border activities. An important barrier<br />
remains the regulatory framework in <strong>Europe</strong>. <strong>Europe</strong> is<br />
still a patchwork of national markets and the absence of a<br />
truly harmonised regulatory framework in <strong>Europe</strong> hinders<br />
the further development of cross-border e-commerce and<br />
undermines consumer trust. <strong>Ecommerce</strong> <strong>Europe</strong> is in
THE EUROPEAN UNION (EU) – A BRIEF OVERVIEW EUROPE <strong>B2C</strong> E-COMMERCE 47<br />
constant dialogue with the Commission on the steps that<br />
need to be taken to create an effective, flexible and<br />
efficient regulatory framework that stimulates trust in<br />
(cross-border) e-commerce transactions.<br />
The Digital Agenda is an important initiative for<br />
e-commerce. <strong>Ecommerce</strong> <strong>Europe</strong> also welcomes<br />
further initiatives: the E-commerce Directive,<br />
E-commerce Action Plan and the Retail Action Plan.<br />
All policy initiatives to support e-commerce and<br />
increase the market for cross-border market purchases:<br />
the next frontier to be crossed.<br />
There is, however, still a lot of room for improvement.<br />
And improvement should not always be realized by<br />
formal legislation, since self-regulation has been key<br />
to the success of e-commerce both on a national level<br />
and on a <strong>Europe</strong>an level. In many cases, self-regulation<br />
is preferable to formal legislation.<br />
Besides our desire to achieve an integrated digital<br />
single market, <strong>Ecommerce</strong> <strong>Europe</strong> stresses that growth<br />
can be obtained by boosting consumer trust and<br />
offering merchants a variety of payments solutions.<br />
This will improve the reach, conversion and result in<br />
lower costs for merchants and consumers. In the field<br />
of logistics we seek better access for sme’s in the<br />
EU-parcel market.<br />
As an association, <strong>Ecommerce</strong> <strong>Europe</strong>’s policy efforts<br />
are supported by its three committees for e-regulation,<br />
e-payments and e-logistics.
48<br />
EUROPEAN MEASUREMENT STANDARD FOR ECOMMERCE (EMSEC) EUROPE <strong>B2C</strong> E-COMMERCE<br />
<strong>Europe</strong>an Measurement Standard for<br />
<strong>Ecommerce</strong> (EMSEC)<br />
EMSEC aims to provide guidelines to measure and<br />
monitor <strong>B2C</strong> e-commerce in order to enable all <strong>Europe</strong>an<br />
countries to provide data with respect to the penetration of<br />
<strong>B2C</strong> e-commerce in a standardised way.<br />
All <strong>Ecommerce</strong> <strong>Europe</strong> figures and estimates are based<br />
upon the EMSEC, unless otherwise noted 64 . The EMSEC<br />
agrees with data and research by GfK.<br />
The EMSEC reports on sales figures for the total <strong>B2C</strong><br />
e-commerce in <strong>Europe</strong> and in country profiles based on<br />
total sales of goods and services. Total sales of goods<br />
and services are based according to the areas/sectors/<br />
classification of areas and sectors as laid down in table 1<br />
below<br />
All data are reported in the national currency of the<br />
country involved and are converted into euros according<br />
to the average (annual) rate of exchange as provided by<br />
the <strong>Europe</strong>an Central Bank (ECB).<br />
Growth rates are calculated and measured by the <strong>B2C</strong><br />
e-commerce sales in national currency.<br />
Definition of <strong>B2C</strong> e-commerce sales<br />
<strong>B2C</strong> (Business-to-Consumer) e-commerce is the<br />
Internet-facilitated activity that involves transactions<br />
between businesses and consumers via either a<br />
multichannel approach using a combination of channels<br />
such as shop, catalogue, Internet, e-mail, telephone or an<br />
online-only (pure play) approach by companies that<br />
originated – and do business – purely using the Internet<br />
as a medium without a physical (brick-and-mortar) store.<br />
<strong>B2C</strong> e-commerce transactions include goods as well as<br />
services, online sales for which payments are made<br />
‘’online” as well as “offline’’, Value Added Tax (VAT)<br />
or other sales tax and Apps, but exclude returns and<br />
delivery costs.<br />
Classification of <strong>B2C</strong> <strong>Ecommerce</strong><br />
The following classification in Table 1 below provides<br />
an overview of areas and sectors included in EMSEC and<br />
are in line with GfK classification.<br />
For a more specific overview see Table 1).<br />
Excluded from EMSEC<br />
Online purchases of the following items are excluded from<br />
EMSEC:<br />
- Transactions between private individuals/consumers<br />
(C2C) such as auctions and marketplaces<br />
- Transactions between business (B2B)<br />
- Online gambling and gaming<br />
- Car and motor vehicles<br />
- Houses and real estate<br />
- Utilities (e.g. water, heating, electricity)<br />
- Mortgages, loans, credit cards, overdrafts<br />
- Savings accounts, funds, stocks & shares, bonds,<br />
life assurance, pensions, adult entertainment industry<br />
64 At this moment not all data from all countries will be completely in line with the guidelines laid down in this document. These guidelines will contribute<br />
greatly to realizing a situation in which all data in all (member) countries is in line with these guidelines in due time.
EUROPEAN MEASUREMENT STANDARD FOR ECOMMERCE (EMSEC) EUROPE <strong>B2C</strong> E-COMMERCE 49<br />
Table 1<br />
AREA SECTORS INCLUDED IN EMSEC<br />
Fashion and Personal Lifestyle • Clothing<br />
• Shoes and Footwear<br />
• Jewellery<br />
• Watches<br />
• Luggage<br />
• Accessories<br />
Food & Near Food/Health • Food<br />
• Drinks and beverages, Beer, Wine and other Alcoholic Beverages<br />
• Fresh products<br />
Home • Food equipment<br />
• White goods<br />
• Furnishing<br />
• Home textiles<br />
• Household products<br />
• Lighting<br />
• Garden/Home improvement<br />
Sport/Toys • Sports<br />
• Toys<br />
Consumer Electronics • Photo, audio and video equipment<br />
• Car electronics such as navigation, audio etc.<br />
Tech/IT/Office • IT hardware (pc’s, laptops, tablets)<br />
• Computer software<br />
• USB sticks, DVD/CD-recordable, ink cartridges.<br />
• Accessories<br />
Media and Entertainment (excluding books) • Music<br />
• DVD/Video/Blu-ray<br />
• Consoles & Video games<br />
• Downloads (streaming services like iTunes)<br />
Books • (E-)Books/Magazines/Newspapers/Downloads<br />
Telecom • Phone<br />
• Subscription<br />
• Accessories<br />
• Apps<br />
Travel • Package travel and private transport<br />
• Hotel Reservations<br />
Event tickets • Sports, Concerts etc.<br />
• Flight, train and other transport tickets<br />
• Cinema and Theatre<br />
Insurances • Car, living and home insurances, including the premiums of old/former<br />
insurances.<br />
Others • All others
50<br />
HOW TO GET INVOLVED? EUROPE <strong>B2C</strong> E-COMMERCE<br />
Memberships, Partnerships, Round Tables, <strong>Report</strong>s & more<br />
<strong>Ecommerce</strong> <strong>Europe</strong> is the association representing<br />
4.000+ companies selling products and/or services online<br />
to consumers in <strong>Europe</strong>. Founded by leading national<br />
e-commerce associations, its mission is to advance the<br />
interests and influence of e-commerce in <strong>Europe</strong> through<br />
advocacy, communication and networking.<br />
Who can be involved?<br />
1<br />
2<br />
3<br />
4<br />
5<br />
E-commerce associations, voting members of<br />
<strong>Ecommerce</strong> <strong>Europe</strong>: association membership<br />
Companies selling products and/or services online:<br />
EU webshop register / company membership<br />
Preferred suppliers to the <strong>Europe</strong>an e-commerce<br />
industry: business partnership<br />
Organizations and NGO’s related to e-commerce<br />
industry: associative partnership<br />
<strong>Europe</strong>an institutions, consumer organizations and<br />
stakeholders: partners for dialogue<br />
Why get involved?<br />
Be a part, get involved or stay informed on public<br />
affairs initiatives that define your business.<br />
Take advantage of research publications, receive <strong>B2C</strong><br />
<strong>Ecommerce</strong> <strong>Report</strong>s for free.<br />
Learn from position papers, webinars and white<br />
papers by leading e-commerce associations, companies and<br />
preferred business partners.<br />
Show you’re engaged by displaying the <strong>Ecommerce</strong> <strong>Europe</strong><br />
member or business partner logo.<br />
Network, meet and greet with colleagues at Round Tables<br />
sessions in <strong>Europe</strong>an capitals and at the yearly Global<br />
E-commerce Summit.<br />
What’s in it for <strong>B2C</strong> online<br />
retailers of goods and services?<br />
EU Webshop Register<br />
Cross-border webshops are <strong>B2C</strong> companies selling<br />
products and/or services online to consumers in<br />
<strong>Europe</strong>. The EU Webshop Register is open to all <strong>B2C</strong><br />
online companies, free of charge.<br />
Benefits EU Webshop register includes:<br />
1 Free registration in EU Webshop Register<br />
1 Free Regional <strong>Report</strong> of your choice<br />
Free <strong>Ecommerce</strong> <strong>Europe</strong> Newsletter<br />
Company Members<br />
<strong>Ecommerce</strong> <strong>Europe</strong> Company Members<br />
are <strong>B2C</strong> companies selling products and/<br />
or services online to consumers in <strong>Europe</strong>.<br />
Company membership is open to all <strong>B2C</strong> online<br />
companies at € 950 per year.<br />
Benefits for Company Members include:<br />
Exclusive <strong>Ecommerce</strong> <strong>Europe</strong> Member logo<br />
for your website<br />
Yearly <strong>Europe</strong>an <strong>B2C</strong> <strong>Ecommerce</strong> <strong>Report</strong> (€2.950)<br />
1 Full Conference Package Global E-commerce Summit<br />
(€1.295)<br />
Free entrance to <strong>Ecommerce</strong> <strong>Europe</strong> pre-conferences<br />
Free entrance to Round Table meetings in 8 <strong>Europe</strong>an cities<br />
Pro-active involvement white papers and position papers<br />
Open to attend <strong>Ecommerce</strong> <strong>Europe</strong> Working Committee’s<br />
National Associations
HOW TO GET INVOLVED?<br />
Business partners<br />
<strong>Ecommerce</strong> <strong>Europe</strong> business partners are the preferred<br />
suppliers of the <strong>Europe</strong>an e-commerce industry.<br />
The cost is € 8,500 per year upon balloting.<br />
Benefits for preferred business<br />
partners include:<br />
Exclusive <strong>Ecommerce</strong> <strong>Europe</strong> business partner logo<br />
Yearly <strong>Europe</strong>an <strong>B2C</strong> <strong>Ecommerce</strong> <strong>Report</strong> (€2.950)<br />
5 Regional <strong>Report</strong>s on <strong>Europe</strong>an <strong>B2C</strong> <strong>Ecommerce</strong> (€3.950)<br />
2 Full Conference Packages Global E-commerce Summit<br />
(€2.590)<br />
Free entrance to 3 <strong>Ecommerce</strong> <strong>Europe</strong> pre-conferences<br />
Free entrance to Round Table meetings in 8 <strong>Europe</strong>an cities<br />
Pro-active involvement white papers and position papers<br />
<strong>Ecommerce</strong> <strong>Europe</strong> business partners<br />
E-commerce <strong>Report</strong>s <strong>2013</strong> Around the World<br />
<strong>Ecommerce</strong> <strong>Europe</strong> publishes various reports on <strong>B2C</strong><br />
e-commerce around the world. Free light version<br />
downloads are available at www.ecommerce-europe.eu.<br />
<strong>Report</strong>s include country profiles, trends and Infographics.<br />
<strong>Europe</strong>an <strong>B2C</strong> <strong>Ecommerce</strong> <strong>Report</strong> <strong>2013</strong>: €1,950<br />
Regional <strong>B2C</strong> <strong>Ecommerce</strong> <strong>Report</strong>s <strong>2013</strong>: €790<br />
Western <strong>Europe</strong>: BeNeLux, Fra, Ire, UK<br />
Central <strong>Europe</strong>: Aus, CR, Germ, Hun, Pol, Swi, e.o.<br />
Southern <strong>Europe</strong>: Gre, It, Port, Spa, Turk, e.o.<br />
Northern <strong>Europe</strong>: Den, Est, Fin, Lat, Lith, Nor, Swe, e.o<br />
Eastern <strong>Europe</strong>: Bul, Rom, Rus, Ukr, e.o.<br />
Global <strong>B2C</strong> E-commerce <strong>Report</strong> <strong>2013</strong>: €2,450<br />
Regional / continental reports: €950<br />
North America: Can, Mex, USA<br />
Latin America: Arg, Bra, Chile, e.o.<br />
Asia-Pacific: Aus, Chin, Indo, Jap, SK, e.o.<br />
MENA Region: Middle East,North Africa<br />
BRIC countries: Bra, Rus, Indon, China, e.o.<br />
All-in-One <strong>Ecommerce</strong> <strong>Report</strong> Packages<br />
<strong>Europe</strong>an <strong>Report</strong> + 5 Regional <strong>Report</strong>s <strong>Europe</strong>: €2,950<br />
<strong>Europe</strong>an and Global <strong>Report</strong>s + 5 Regional <strong>Report</strong>s<br />
<strong>Europe</strong> + 5 Continental <strong>Report</strong>s: €4,950<br />
Taylor-made reports are available upon request.<br />
Mail to: research@ecommerce-europe.eu.<br />
EUROPE <strong>B2C</strong> E-COMMERCE 51
52<br />
ABOUT ECOMMERCE EUROPE REPORTS EUROPE <strong>B2C</strong> E-COMMERCE<br />
About <strong>Ecommerce</strong> <strong>Europe</strong> <strong>Report</strong>s<br />
This <strong>Europe</strong> <strong>B2C</strong> <strong>Ecommerce</strong> <strong>Report</strong> <strong>2013</strong> focuses on<br />
facts, figures, trends and forecasts for <strong>Europe</strong> (including<br />
the 28EU member countries).<br />
<strong>Ecommerce</strong> <strong>Europe</strong> also publishes 5 regional reports<br />
covering the various <strong>Europe</strong>an regions: North, Central,<br />
West, East and South. Further, <strong>Ecommerce</strong> <strong>Europe</strong><br />
publishes the Global <strong>B2C</strong> <strong>Ecommerce</strong> <strong>Report</strong> <strong>2013</strong> as<br />
well as special reports focusing on continents, regions<br />
and interesting economic entities around the world.<br />
This <strong>Europe</strong>an <strong>Report</strong>, the various regional reports and<br />
the Global <strong>Report</strong> focuses on facts, figures, trends and<br />
forecasts and includes Infographics and Country Profiles.<br />
Infographics are brief summaries of country profile<br />
information. All regional reports contain in-depth Country<br />
Profiles. These profiles contain a overview of the country<br />
and currency as well as of <strong>B2C</strong> e-commerce data, trends<br />
and analyses, the economic outlook and key economic<br />
indicators such as population, inflation, unemployment,<br />
gross domestic product (GDP) and comparisons of online<br />
goods sold in comparison with retail sales of goods.<br />
EUROPE 2012 Key data at a glance<br />
West 160.8 bn + 15.8%<br />
Central 76.3 bn + 20.5%<br />
South 32.4bn + 29.3%<br />
North 28.5 bn + 17.0%<br />
East 13.6 bn + 33.0%<br />
+19%<br />
2, ,<br />
+18%<br />
jobs directly or indirectly via e-commerce<br />
550,000<br />
estimated online businesses<br />
3.5 billion<br />
number of parcels annually (e)<br />
UK,<br />
Germany, France<br />
61% of total<br />
e-commerce sales<br />
in <strong>Europe</strong><br />
Average spend per<br />
e-Shopper<br />
100%<br />
64%<br />
48%<br />
€1,243<br />
820 million<br />
people live in <strong>Europe</strong>.<br />
529 million<br />
people use the internet.<br />
250 million<br />
people are e-shoppers.<br />
Turnover<br />
technical<br />
consumer<br />
goods on<br />
internet +9.1%<br />
5.5%<br />
(€17bn)<br />
Estimated<br />
M-commerce<br />
5,5%<br />
(€17bn)<br />
<strong>Europe</strong><br />
EU28<br />
312 bn 277 bn<br />
Total <strong>B2C</strong> e-sales 2012 of goods and services<br />
1<br />
Top 5 E-commerce countries in<br />
turnover (EUR million)<br />
€16.0trn<br />
GDP 2012<br />
3.5% Contribution Internet Economy to GDP<br />
2 3 UK 96,193<br />
German 50,000<br />
France 45,000<br />
Spain 12,969<br />
Russia 10,302<br />
5%<br />
estimated share<br />
Top 5 emerging countries in % growth<br />
Turkey<br />
Greece<br />
Ukraine<br />
Hungary<br />
Romania<br />
75%<br />
61%<br />
41%<br />
35%<br />
33%<br />
€110bn<br />
online travel<br />
of online retail<br />
in total retail<br />
“350 million social media users”<br />
<strong>Europe</strong>an <strong>B2C</strong> <strong>Ecommerce</strong> report <strong>2013</strong> ©<br />
www.ecommerce-europe.eu<br />
Info: research@ecommerce-europe.eu<br />
Figures and data in compliance with GfK<br />
In cooporation with Salesupply and hybris<br />
<strong>Ecommerce</strong> <strong>Europe</strong>’s reports on <strong>B2C</strong> e-commerce <strong>2013</strong><br />
<strong>Europe</strong>an <strong>B2C</strong> <strong>Ecommerce</strong> <strong>Report</strong> <strong>2013</strong>- €1,950<br />
5 <strong>Europe</strong>an regional reports <strong>2013</strong>: €790<br />
(including 30 Infographics and in-depth Country Profiles*)<br />
Western <strong>Europe</strong> <strong>Report</strong><br />
Belgium*, France*, Ireland*, Netherlands*, Luxembourg* and United Kingdom*<br />
Central <strong>Europe</strong> <strong>Report</strong>:<br />
Austria*, Czech Republic*, Germany*, Hungary*, Poland*, Slovakia*, Slovenia and Switzerland*<br />
Southern <strong>Europe</strong> <strong>Report</strong>:<br />
Croatia, Cyprus, Greece*, Italy* , Portugal*, Spain* and Turkey*<br />
Northern <strong>Europe</strong> <strong>Report</strong>:<br />
Denmark*, Estonia*, Finland*, Iceland* , Latvia*, Lithuania*, Norway* and Sweden*<br />
Eastern <strong>Europe</strong> <strong>Report</strong>:<br />
Albania, Belarus, Bosnia Herzegovina, Montenegro, Bulgaria, FYR Macedonia, Kosovo,<br />
Moldova, Romania*, Russia*, Serbia and Ukraine*<br />
All <strong>Europe</strong>an reports (5 regional reports + <strong>Europe</strong>an <strong>Report</strong>): €2,950<br />
Global <strong>B2C</strong> <strong>Ecommerce</strong> <strong>Report</strong> <strong>2013</strong>: €2,450<br />
Regional /continental reports: - €950 per report<br />
North America: USA, Mexico and Canada<br />
Latin America: Brazil, Argentina, Chile and others<br />
Asia-Pacific: Japan, China, India, Australia, Indonesia, Vietnam, South Korea, etc.<br />
MENA REGION: Middle East and North Africa<br />
BRIC Countries: Brazil, Russia, Indonesia, China and other economic entities<br />
All-In-One <strong>Ecommerce</strong> <strong>Report</strong> Package: €4,950<br />
(<strong>Europe</strong>an and Global <strong>Report</strong> + 5 <strong>Europe</strong>an Regional <strong>Report</strong>s + 5 Regional/Continental <strong>Report</strong>s)<br />
Tailor-made reports are available upon request: research@ecommerce-europe.eu.
ABOUT THE AUTHORS EUROPE <strong>B2C</strong> E-COMMERCE 53<br />
About the authors<br />
Editor: Wijnand Jongen<br />
Wijnand Jongen MBA (1959) is managing director of<br />
Thuiswinkel.org, the sector organization for online<br />
retailing in the Netherlands. He is Vice-President and<br />
Chairman of the Executive Committee and Member of the<br />
Board of Directors of <strong>Ecommerce</strong> <strong>Europe</strong>, the association<br />
for online retailing and web merchants in <strong>Europe</strong>. He is<br />
also Chairman of the Statistics & Research Board<br />
of <strong>Ecommerce</strong> <strong>Europe</strong>.<br />
Jongen is a member of FIRAE, the association of global<br />
retail association executives. He is Chairman of the<br />
e-Marketing & Distance Selling chair of the Erasmus<br />
University of Rotterdam. He holds office in various other<br />
executive (inter)national committees.<br />
On 27th April 2006 Wijnand Jongen was elected<br />
DM (Direct Marketing) Man of the Year 2006 in the<br />
Netherlands.<br />
Author: Aad Weening<br />
Aad Weening (1941) has been involved in distance<br />
selling and retail practically all his working life. From 1966<br />
until 1979 he worked at a professional secretariat agency<br />
offering legal and economic advice as well as lobbying<br />
services for 10 trade sectors. From 1979 he managed<br />
the Dutch Mail Order Association (today Thuiswinkel.org),<br />
where he was involved in the changes in the postal area<br />
in the Netherlands first, later also on a <strong>Europe</strong>an level.<br />
Between 1993 and 2006 he served as Secretary General<br />
of the <strong>Europe</strong>an Distance Selling Trade Association<br />
(EMOTA) in Brussels. He represented the sector towards<br />
the <strong>Europe</strong>an institutions on legal and other issues,<br />
including consumer protection and postal services.<br />
Currently Weening is Senior Advisor for International<br />
<strong>Ecommerce</strong> at <strong>Ecommerce</strong> <strong>Europe</strong>. Weening is the<br />
author of a number of reports with respect to data and<br />
trends in <strong>B2C</strong> e-commerce, containing in-depth research<br />
of global trends and identifying markets in e-commerce.
54<br />
METHODOLOGY, ACKNOWLEDGEMENTS AND SOURCES<br />
Methodology, Acknowledgements and Sources<br />
This report could only be realised by consulting a great<br />
many sources, available in the various countries and<br />
regions in <strong>Europe</strong> and around the globe. The wide variety<br />
of sources include public domain publications, blogs,<br />
websites, industry and financial specialist publications, re-<br />
gional and local news, annual reports, press releases, etc.<br />
etc. Sometimes the information sourced are contradictory.<br />
Sometimes different figures and data were given by diffe-<br />
rent sources within the same country, f.e. due to different<br />
definitions. In our reports and country profiles we have<br />
mentioned different sources, definitions and the different<br />
outcomes of such reports, studies and interpretations.<br />
This report is meant solely for use by the recipient and is<br />
not for circulation. This report is based on information that<br />
we consider reliable, but we cannot vouch for its being ac-<br />
curate or complete, nor should it be relied upon as such.<br />
Opinions expressed are our current opinions as of the<br />
date of this report.<br />
The sources consulted include, but are not limited to:<br />
(Inter)national Associations<br />
Adigital (Spain)<br />
BeCommerce (Belgium)<br />
BvH (Germany)<br />
<strong>Ecommerce</strong> <strong>Europe</strong><br />
Distansehandel Norge (Norway)<br />
ETID (Turkey)<br />
FDIH (Denmark)<br />
FEVAD (France)<br />
KAUPPA (Finland)<br />
National Retail Federation (USA)<br />
Netcomm (Italy)<br />
Retail Excellence (Ireland)<br />
Shop.org (USA)<br />
Sdh (Sweden)<br />
Slovak Association for e-commerce (Slovak Republic)<br />
Thuiswinkel.org (the Netherlands)<br />
VSV (Switserland)<br />
Corporate sources<br />
Allegro Group<br />
A.T. Kearney<br />
Boston Consulting Group<br />
comScore<br />
Deloitte<br />
DHL<br />
Digital Hub Development Agency (DHDA)<br />
EHI Retail Institute<br />
ELTRUN, Athens University<br />
<strong>Europe</strong>an Commission<br />
Facebook<br />
Forrester<br />
GfK<br />
Google<br />
hybris<br />
IRMG<br />
Innopay<br />
National and Central Banks<br />
EUROPE <strong>B2C</strong> E-COMMERCE<br />
Offices of National Statistics<br />
Planet Retail<br />
Red.es<br />
SaleSupply<br />
VDFR VAT Management<br />
Publications<br />
eMarketer<br />
e-commercefacts.com<br />
Eurostat<br />
Internet Retailing<br />
Other sources<br />
Digital Hub Development Agency (DHDA)<br />
EHI Retail Institute<br />
ELTRUN, Athens University<br />
<strong>Europe</strong>an Commission<br />
Eurostat<br />
<strong>Europe</strong>an Central Bank (ECB)<br />
<strong>Europe</strong>an Banking Association (EBA Clearing)<br />
International Monetary Fund (IMF)<br />
International Telecommincations Union (ITU)<br />
Internetworldstats<br />
National and Central Banks<br />
Offices of National Statistics<br />
The Heritage Foundation<br />
United Nations (UN)<br />
World Factbook<br />
World Economic Forum<br />
Ystats
EUROPE <strong>B2C</strong> E-COMMERCE
<strong>Ecommerce</strong> <strong>Europe</strong><br />
Rue d’Accolay 15 box 6<br />
B-1000 Brussels - Belgium<br />
Tel: +32 (0) 2 502 31 34<br />
Website: www.ecommerce-europe.eu<br />
Contact us at:<br />
info@ecommerce-europe.eu<br />
For reports: research@ecommerce-europe.eu<br />
Twitter: @<strong>Ecommerce</strong>_eu<br />
EUROPE <strong>B2C</strong> E-COMMERCE