Europe B2C Ecommerce Report 2013

Europe B2C Ecommerce Report 2013
Facts, Figures, Markets, Trends and Forecast of European B2C E-commerce 2012
Including Infographics and Country Profiles of Leading and Emerging E-commerce Markets in Europe
www.ecommerce-europe.eu

PRESS RELEASE MAY 22 2013
EUROPE B2C E-COMMERCE

COLOFON EUROPE B2C E-COMMERCE 3
Ecommerce Europe
Rue d’Accolay 15 box 6
B-1000 Brussels - Belgium
Tel: +32 (0) 2 502 31 34
Website: www.ecommerce-europe.eu
Contact us at: info@ecommerce-europe.eu
For reports: research@ecommerce-europe.eu
Twitter: @Ecommerce_eu
In cooporation with GfK, hybris and Salesupply

4 TABLE OF CONTENTS
Table of Contents
Preface page 5
Europe: A Brief Introduction page 6
Ecommerce Europe’s reports on B2C e-commerce 2013 page 7
Europe: 2012 Key data at a glance page 8
Europe B2C Ecommerce 2012 page 9
European regions at a glance page 11
European e-commerce, goods and services page 14
European e-commerce from a global perspective page 17
Internet access and (mobile) usage in Europe page 20
Mature and emerging markets in Europe page 24-33
The Mature Markets page 25-29
United Kingdom page 25
Germany page 25
France page 26
Denmark page 26
Finland page 27
Norway page 27
Sweden page 28
The Netherlands page page 28
EUROPE B2C E-COMMERCE
Austria page 29
Switzerland page 29
The Emerging markets page 30-33
Spain page 30
Italy page 30
Belgium page 31
Ireland page 31
Poland page 32
Russia page 32
Turkey page 33
Greece page 33
Forecast up till 2016 page 35
Online payments in Europe page 36
Cross-Border e-commerce in Europe page 39
The European Union (EU) - A Brief Overview page 43
European Measurement Standard for Ecommerce (EMSEC) page 48
How to get involved? page 50
About Ecommerce Europe Reports page 52
About the authors page 53
Methodology, Acknowledgements and Sources page 54

PREFACE EUROPE B2C E-COMMERCE 5
Preface
European B2C e-commerce is developing extremely well.
In 2010 Europe overtook the USA, the biggest market in the
world until then. In 2012 European B2C e-commerce,
including online retail goods and services such as online tra-
vel bookings, events and other tickets, downloads etc., grew
by 19% to reach €311.6 bn. Figures in Ecommerce Europe
reports are based on the European Measurement Standard
for Ecommerce (EMSEC) and are in compliance with data
and figures from GfK, unless noted differently.
This Europe B2C Ecommerce Report 2013 focuses on
facts, figures, trends and forecasts for Europe (including
the 28 EU member countries). Ecommerce Europe is also
publishing regional reports covering the various European
regions: North, Central, West, East and South. This report
also includes a short overview of global e-commerce taken
from our Global B2C Ecommerce Report 2013, which
focuses on B2C e-commerce around the globe and various
continents and regions. In this report we compare some of
the key European e-commerce figures with North and South
America, Asia-Pacific, the Middle East and Africa.
Ecommerce Europe, representing e-commerce associations
and e-commerce companies in Europe, wishes to thank
all participating national associations and their individual
research partners for providing data and information.
We also extend our thanks to all participating company
members, business partners and stakeholders for their
involvement in making Ecommerce Europe reports possible.
A special word of thanks to GfK for their close cooperation
and involvement as well as granting access to exclusive
data on industry sectors.
Ecommerce Europe’s mission is to promote the interests
of B2C e-commerce in Europe. Ecommerce Europe offers
a platform to guide and assist companies in identifying and
accessing new markets in Europe and worldwide and also to
provide information on this fascinating, fast-growing industry.
To this end, Ecommerce Europe not only collects data and
know-how, but also prepares in-depth reports including
facts, figures, trends and forecasts on Europe, the various
regions of Europe, and on leading and emerging countries
and markets around the globe.
The aim of all our reports is to provide insight in order to help
online retailers make the most appropriate decisions in support
of their strategy to expand their business into new markets.
Please contact us for further information, purchases and tailor-
made reports via our website www.ecommerce-europe.eu or
email us at research@ecommerce-europe.eu
Brussels, June 2013
François Momboisse
President of Ecommerce Europe
Wijnand Jongen
Vice-President and Chair of the Executive Committee
Chair of the Statistical & Research Board
Editor

6
EUROPE: A BRIEF INTRODUCTION EUROPE B2C E-COMMERCE
Europe: a brief Introduction
Europe is one of the world’s seven continents.
Comprising the most westerly peninsula of Eurasia,
Europe is generally regarded as separated from Asia by
the watershed divides of the Ural and Caucasus
Mountains, the Ural River, the Caspian Sea and the Black
Sea, and the waterways connecting the Black Sea with
the Aegean Sea. Europe is bordered by the Arctic Ocean
to the north, the Atlantic Ocean to the west, the
Mediterranean Sea to the south, and the Black Sea and
connected waterways to the southeast.
It surface area makes Europe the world’s second-smallest
continent, covering about 10,180,000 square kilometres
or 2% of the Earth’s surface and about 6.8% of its land
area. With over 17 million km2 Russia is by far the largest
country, taking up 40% of the continent (although the
country has territory in both Europe and Asia) followed
by Turkey with an area of 302,000 km2 and Ukraine with
233,000 km2. Vatican City is the smallest in size, just 0.44
km2.
In 2012, the population of Europe was estimated to be
820 million (approximately one-ninth of the world’s
population), which makes Europe the third-most populous
continent after Asia and Africa. Within Europe Russia has
the largest number of inhabitants (142 million), followed
by Germany (82 million) and Turkey (75 million).
A century ago, Europe had nearly a quarter of the world’s
population. The population of Europe has grown in the
past century, but in other areas of the world (in particular
Africa and Asia) the population has grown far more rapidly.
Among the continents, Europe has a relatively high
population density, second only to Asia. According to a
United Nations (UN) population projection 1 , Europe’s
population may fall to about 7% of world population by
2050. The UN predicts the steady population decline of
vast areas of Eastern Europe.
With the exception of Armenia, Azerbaijan, Georgia and
Kazakhstan (which countries are considered
“transcontinental” countries 2 ), Europe comprises 47
countries, including the 28 members of the European
Union (including Croatia as of July 1, 2013), Iceland,
Montenegro, Former Yugoslavian Republic of Macedonia,
Serbia, Turkey (candidate members), Albania, Bosnia and
Herzegovina and Kosovo (potential members of the EU).
The other countries are Andorra, Belarus, Liechtenstein,
Moldova, Monaco, Norway, Russia, San Marino,
Switzerland, Ukraine and Vatican City.
1 United Nations Population Division, World Population Prospects, 2010 Revision
2 Countries spanning more than one continent, in this case Europe and Asia
820
million
Europe’s population in 2012

EUROPE: A BRIEF INTRODUCTION EUROPE B2C E-COMMERCE 7
Figure 1: European countries,
including EU28, Ecommerce
Europe, 2013
Impact of the E-commerce on the European Economy
The total Gross Domestic Product (GDP) of Europe in
2012 is estimated to have reached around €16 trillion,
of which the GDP of the EU28 was just over 80 per cent.
Ecommerce Europe estimates the share of the European
Internet economy at 3.5%, a percentage that is set to
double by 2016 and to triple by 2020.
The number of jobs created directly and indirectly by
the B2C e-commerce sector is estimated at 2 million in
Europe, a figure that will grow with the on-going increase
and penetration of online in society, and the projected
growth of (B2C) e-commerce.
According to data received from national e-commerce
associations, Ecommerce Europe estimates the number
of B2C websites to have grown to 550,000 at the end
of 2012, growing at a pace of 15 to 20% per year and
set to grow even more given the growth foreseen in the
upcoming markets in the South and the East, where B2C
e-commerce is rapidly closing the gap with the more
mature markets in North, West, and Central Europe.
Postal and private operators have reaped the fruits of the
impressive growth over the past years of (B2C) e-com-
merce. Ecommerce Europe estimates the annual number
of B2C parcels sent to customers domestically and across
borders to other (European) countries at 3.5 billion,
a number that will certainly continue to grow with the
increase forecasted for B2C e-commerce in Europe.
Ecommerce Europe’s reports on B2C e-commerce 2013
European B2C Ecommerce Report 2013: €1,950
5 European regional reports 2013: €790
(including 30 Infographics and in-depth Country Profiles*)
Western Europe Report
Belgium*, France*, Ireland*, Netherlands*, Luxembourg* and United Kingdom*
Central Europe Report:
Austria*, Czech Republic*, Germany*, Hungary*, Poland*, Slovakia*, Slovenia and Switzerland*
Southern Europe Report:
Croatia, Cyprus, Greece*, Italy* , Portugal*, Spain* and Turkey*
Northern Europe Report:
Denmark*, Estonia*, Finland*, Iceland* , Latvia*, Lithuania*, Norway* and Sweden*
Eastern Europe Report:
Albania, Belarus, Bosnia Herzegovina, Montenegro, Bulgaria, FYR Macedonia, Kosovo ,
Moldova, Romania*, Russia*, Serbia and Ukraine*
All European reports (5 regional reports + European Report): €2,950
Global B2C Ecommerce Report 2013: €2,450
Regional /continental reports: - €950 per report
North America: USA, Mexico and Canada
Latin America: Brazil, Argentina, Chile and others
Asia-Pacific: Japan, China, India, Australia, Indonesia, Vietnam, South Korea etc.
MENA REGION: Middle East and North Africa
BRIC Countries: Brazil, Russia, Indonesia, China and other economic entities
All-In-One Ecommerce Report Package: €4,950
(European and Global Report + 5 European Regional Reports + 5 Regional/Continental
Reports)
Tailor-made reports are available upon request: research@ecommerce-europe.eu.

EUROPE 2012 Key data at a glance
8
Europe
312 bn
EUROPE: 2012 KEY DATA AT A GLANCE EUROPE B2C E-COMMERCE
West 160.8 bn + 15.8%
Central 76.3 bn + 20.5%
South 32.4bn + 29.3%
North 28.5 bn + 17.0%
East 13.6 bn + 33.0%
+19%
EU28
277 bn
+18%
Total B2C e-sales 2012 of goods and services
3.5% Contribution Internet Economy to GDP
2, ,
jobs directly or indirectly via e-commerce
550,000
estimated online businesses
3.5 billion
€16.0trn
number of parcels annually (e)
1
2 3
Average spend per
e-Shopper
€1,243
820 million
people live in Europe.
529 million
people use the internet.
250 million
people are e-shoppers.
5%
5.5%
(€17bn)
Estimated
M-commerce
5,5%
(€17bn)
€110bn
online travel
50,000
GDP 2012 estimated share
UK,
Germany, France
61% of total
e-commerce sales
in Europe
100%
Top 5 E-commerce countries in
turnover (EUR million)
UK
German
France
Spain
Russia
Turkey
Greece
Ukraine
Hungary
Romania
96,193
45,000
12,969
10,302
75%
61%
41%
35%
33%
64%
Top 5 emerging countries in % growth
48%
Turnover
technical
consumer
goods on
internet +9.1%
of online retail
in total retail
“350 million social media users”
European B2C Ecommerce report 2013 ©
www.ecommerce-europe.eu
Info: research@ecommerce-europe.eu
Figures and data in compliance with GfK
In cooporation with Salesupply and hybris

EUROPE B2C ECOMMERCE 2012 EUROPE B2C E-COMMERCE 9
61%
Share that UK, Germany
and France have in
the total European
e-commerce industry
Europe B2C Ecommerce 2012
European B2C e-commerce is developing extremely well.
In 2010 Europe overtook the USA, the biggest market in
the world until then. In 2012 European B2C e-commerce,
including online retail goods and services such as online
travel bookings, vents and other tickets, downloads etc.,
grew by 19.0% to reach €311.6 bn. The EU28 reached
€276.5 bn, or 88.7% of total European e-sales, a growth
of 18.1% 3 .
SHARE EU28 OF E-COMMERCE TURNOVER IN
EUROPE
Rest of
Europe
11,3%
EU 88,7%
Growth rates in mature countries such as the UK, the
Netherlands, Sweden and Norway are slowing down to
around 10-15%, pagina 7 while Germany, France, Italy and Spain
are still increasing by about 20-25% and more as the
number of Internet-users and shoppers continues to grow.
The fastest growing and upcoming markets are those of
Eastern and South-East Europe: Russia, Poland, Ukraine,
Turkey and Greece where annual growth rates are expected
to reach 30 to 40% and more in the next few years.
€311.6 billion
Europe’s B2C e-commerce turnover in 2012
The European e-commerce industry is clearly dominated
by the three leading e-commerce industries in Europe:
the UK (€96 bn), Germany (€50 bn) and France (€45 bn).
The total of €191 bn of these three countries together
represents 61% of the total European B2C e-commerce
sector and 69% of the EU28.
SHARE UK, GERMANY AND FRANCE OF TOTAL
E-COMMERCE TURNOVER IN EUROPE
BIG3
191
European e-commerce is growing steadily every year,
outpacing growth in traditional retail and services. B2C
pagina 7
e-commerce represents one of the major drivers of the
ailing European economy.
However, there are large differences in development
between the mature markets in the North and the North
West, and the emerging (though rapidly catching up)
countries in South, Central and Eastern Europe, led by
Russia, Turkey and Poland.
EU28
276
3 Sales for 2011 and previously have been calculated in Euro 2012 exchange rates as provided by the European Central Bank
45
Figure 2: Share in % EU28
of e-commerce turnover in
Europe and in billions of euros
50

10
EUROPE B2C ECOMMERCE 2012 EUROPE B2C E-COMMERCE
19.0%
Europe’s B2C
e-commerce
growth in
2012
Western Europe (including the UK, France, the Benelux
countries and Ireland) is the European region with the
highest B2C e-commerce turnover. This is due to the impact
of two of the largest e-commerce economies in Europe:
the UK and France. Western Europe represents €160.8 bn
or 51.6% of the total European e-commerce market.
The Central European region – which includes Germany,
Austria, Switzerland and Poland – is the second largest
e-commerce region in Europe, with €76.3 bn or 24.5% of
the European e-commerce industry. Germany sets the
tone in this region as the second largest e-commerce
nation of Europe.
The Southern European region surpassed the Nordic
countries in 2012 and is now the third region in Europe,
with €32.4 bn turnover and a staggering 29.3% growth
rate. Its share in the total European e-commerce market
is 10.4%. Eastern Europe and Southern Europe – inclu-
ding Spain, Italy, Portugal, Greece and Turkey – are the
two regions with the most emerging e-commerce markets.
The Northern European region – with Sweden, Denmark,
Finland, Norway and the Baltic states – is now in fourth
position for e-commerce size, with €28.7 bn and a 9.2%
European market share.
The Eastern European region, led by Russia, has shown
an impressive 32.6% growth , reaching a turnover of
€13.4 bn and a 4% market share.
The following table shows the turnover of European B2C
e-commerce, including goods and services, for the years
2009, 2010, 2011 and 2012 in billions of euros and the
percentage growth per year:
EUROPEAN B2C E-COMMERCE TURNOVER OF GOODS AND SERVICES, IN MILLION
OF EUROS AND PERCENTAGE GROWTH, 2009-2012
European Region 2009 2010 Growth 2011 Growth 2012 Growth
West 99,0 118,1 19.4% 138,8 17.5% 160,8 15.8%
Central 44,2 53,3 20.7% 63,4 18.8% 76,3 20.5%
South 16,4 20,0 21.9% 25,1 25.2% 32,4 29.3%
North 19,2 22,0 14.2% 24,9 13.3% 28,7 15.1%
East 5,7 7,5 31.3% 10,1 34.9% 13,4 32.6%
Total Europe (47) 184,5 220,9 19.7% 262,3 18.7% 311,6 18.8%
Total EU (28) 166,7 198,6 19.1% 234,1 17.9% 276,5 18.1%
Figure 3: European e-commerce turnover of goods and services, Ecommerce Europe, 2013

EUROPEAN REGIONS AT A GLANCE EUROPE B2C E-COMMERCE 11
European regions at a glance
Western Europe
In 2012 the total Western European B2C e-commerce
economy reached €160.8 bn, a growth of 15.8%
compared to 2011. The UK (€96.2 bn) and France (€45
bn) are the largest e-commerce countries in Western
Europe, with growth percentages in 2012 of 14.4% for the
UK and 19.4% for France.
Interesting is the 8.9% growth in the Netherlands,
the first European country that did not have double-digit
growth in 2012.
WESTERN EUROPEAN B2C E-COMMERCE TURNOVER IN MILLION EUROS AND
PERCENTAGE GROWTH, 2009-2012
WEST Country 2009 2010 Growth 2011 Growth 2012 Growth
UK 61,415 72,515 18.1% 84,107 16.0% 96,193 14.4%
France 25,000 31,000 24.0% 37,700 21.6% 45,000 19.4%
Netherlands 7,400 8,200 10.8% 9,000 9.8% 9,800 8.9%
Belgium 2,825 3,200 13.3% 4,000 25.0% 4,800 20.0%
Ireland 2,130 2,960 39.0% 3,700 25.0% 4,600 24.3%
Luxembourg 200 250 25.0% 320 28.0% 400 25.0%
Total 98,970 118,125 19.4% 138,827 17.5% 160,793 15.8%
Figure 4: Western European e-commerce turnover of goods and services, Ecommerce Europe, 2013
Central Europe
In 2012 the total e-commerce economy of Central Europe
amounted to €76.3 bn, a growth of 20.5% compared to
2011. Leader in Central Europe is Germany with a €50
bn turnover and a 21.6% growth rate . The increased
growth in the German market over the last years – 16.8%
in 2011, 21.6% in 2012 – seems to reflect on the late
adoption of e-commerce by the mail order industry which
has been traditionally strong in Germany. Notable also are
the growth percentages of Austria and Switzerland, 16.7%
and 15.5%, which seem to indicate that both countries are
becoming more mature e-commerce markets.
CENTRAL EUROPEAN B2C E-COMMERCE TURNOVER IN MILLION EUROS AND
PERCENTAGE GROWTH, 2009-2012
CENTRAL Country 2009 2010 Growth 2011 Growth 2012 Growth
Germany 30,000 35,200 17.3% 41,100 16.8% 50,000 21.6%
Austria 5,000 6,500 30.0% 8,400 29.0% 9,800 16.7%
Switzerland 5,559 6,886 23.9% 7,882 14.5% 9,100 15.5%
Poland 2,019 2,509 24.3% 3,346 33.4% 4,181 25.0%
CZ Republic 1,021 1,305 27.8% 1,505 15.3% 1,800 19.6%
Hungary 346 453 30.9% 498 9.9% 675 35.5%
Slovakia 96 300 212.5% 400 33.3% 500 25.0%
Slovenia 125 160 28.0% 200 25.0% 250 25.0%
Liechtenstein 18 24 33.3% 30 25.0% 40 33.3%
Total 44,184 53,337 20.7% 63,361 18.8% 76,346 20.5%
Figure 5: Central European e-commerce turnover of goods and services, Ecommerce Europe, 2013

12
EUROPEAN REGIONS AT A GLANCE EUROPE B2C E-COMMERCE
Southern Europe
In 2012 the total e-commerce economy of the Southern
European countries amounted to €32.4 bn, a 29.3%
growth compared to 2011. The countries of Southern
Europe, together with the Eastern European countries,
the Baltic States and Iceland, are emerging e-commerce
countries with growth percentages between 25 and 33%.
SOUTHERN EUROPEAN B2C E-COMMERCE TURNOVER IN MILLION EUROS
AND PERCENTAGE GROWTH, 2009-2012
SOUTH Country 2009 2010 Growth 2011 Growth 2012 Growth
Spain 7,760 9,114 17.4% 10,917 19.8% 12,969 19.0%
Italy 5,772 6,779 17.4% 8,052 18.8% 9,582 19.0%
Turkey 1,323 1,985 50.0% 3,114 56.9% 5,448 75.0%
Greece 800 1,200 50.0% 1,800 50.0% 2,900 61.0%
Portugal 650 780 20.0% 940 20.5% 1,200 27.0%
Croatia 90 120 33.3% 160 33.3% 200 25.0%
Cyprus 40 60 50.0% 95 58.3% 115 21.0%
Malta 7 10 42.9% 15 50.0% 20 33.0%
Total 16,442 20,048 21.9% 25,093 25.2% 32,434 29.3%
Figure 6: Southern European e-commerce turnover of goods and services, Ecommerce Europe, 2013
Northern Europe
In 2012 the total B2C e-commerce economy of the Nordic
countries, including Sweden, Denmark, Finland, Norway,
the Baltic states and Iceland amounted to €28.7 bn,
a 15.1% growth in comparison with 2011.
The more mature markets of Sweden, Denmark,
Norway and Finland are comparable, with growth figures
between 10 and 20%, averaging around €7 bn in turnover
per country, except for Finland with a turnover in 2012
of €5.4 bn.
NORTHERN EUROPEAN E-COMMERCE TURNOVER IN MILLION EUROS
AND PERCENTAGE GROWTH, 2009-2012
NORTH Country 2009 2010 Growth 2011 Growth 2012 Growth
Figure 7: Northern European e-commerce turnover of goods and services, Ecommerce Europe, 2013
Eastern Europe
Norway 5,926 6,421 8.4% 7,197 12.1% 7,900 9.8%
Denmark 4,299 5,374 25.0% 6,180 15.0% 7.388 19.5%
Sweden 5,055 5,744 13.6% 6,434 12.0% 7,238 12.5%
Finland 3,635 4,000 10.0% 4,500 12.5% 5,400 20.0%
Estonia 35 50 42.9% 75 50.0% 100 33.3%
Latvia 70 90 28.6% 120 33.3% 150 25.0%
Lithuania 160 200 25.0% 250 25.0% 300 20.0%
Iceland 90 120 33.3% 160 33.3% 200 25.0%
Total 19,270 21,999 14.2% 24,916 13.3% 28,676 15.1%
The total B2C e-commerce economy of the Eastern
European countries is still small. In 2012 the e-commerce
turnover of the emerging e-commerce economies of
Russia, Bulgaria, Romania and other nations amounts to

EUROPEAN REGIONS AT A GLANCE EUROPE B2C E-COMMERCE 13
€13.4 bn, a growth of 32.6% compared to 2011.
Leading country – and in terms of population the most
promising e-commerce market – in the East is Russia,
with a growth of 33%.
EASTERN EUROPEAN B2C E-COMMERCE TURNOVER IN MILLION EUROS
AND PERCENTAGE GROWTH, 2009-2012
EAST Country 2009 2010 Growth 2011 Growth 2012 Growth
Russia 4,634 6,011 39.7% 7,764 29.2% 10,302 32.9%
Romania 325 425 30.8% 600 41.2% 800 33.3%
Ukraine 260 390 50.0% 780 100.0% 1,100 41.0%
Bulgaria 50 90 80.0% 120 33.3% 150 25.0%
Others est. 422 556 31.8% 815 46.6% 1,010 23.9%
Total 5,691 7,472 31.3% 10,079 34.9% 13,362 32.6%
Figure 8: Eastern European e-commerce turnover of goods and services, Ecommerce Europe, 2013
TOP 10 E-COMMERCE COUNTRIES IN
TURNOVER IN MILLION EUROS in 2012
1 UK
Country
2 Germany
3 France
4 Spain
5 Russia
6 Netherlands
7 Austria
8 Italy
9 Switzerland
10 Norway
TOP 10 EMERGING COUNTRIES IN
PERCENTAGE GROWTH IN 2012
Country
1 Turkey
2 Greece
3 Ukraine
4 Hungary
5 Romania
6 Estonia
7 Russia
8 Malta
9 Poland
10 Bulgaria
e-Sales 2012
96,193
50,000
45,000
12,969
10,302
9,800
9,800
9,582
9,100
7,900
e-Sales 2012
75%
61%
41%
35%
33%
33%
33%
33%
25%
25%
Source: Ecommerce Europe, 2013: e-sales of goods and services

14
%{
€{
EUROPEAN E-COMMERCE, GOODS AND SERVICES EUROPE B2C E-COMMERCE
Figure 9:
Share of e-commerce goods and
services per country in 2012,
Western European e-commerce
turnover of goods and services,
Ecommerce Europe, 2013
European e-commerce, goods
and services
Ecommerce Europe data on e-commerce are based on
the European Measurement Standard for Ecommerce
(EMSEC), include online retail of goods and services
such as online travel bookings, events and other tickets,
downloads. etc. and agree with data and figures from GfK
International, unless noted differently.
SHARE OF B2C E-COMMERCE GOODS AND
SERVICES PER COUNTRY, IN MILLION EUROS AND
PERCENTAGE GROWTH, IN 2012
4 5 6
Country Goods € Idem % Services € Idem %
UK 52,9 55% 43,3 45%
Germany 27,6 55% 22,4 45%
France 22,5 50% 22,5 50%
Russia 8,2 80% 2,1 20%
Spain 5,2 40% 7,8 60%
Netherlands 5,1 52% 4,7 48%
Switzerland 5,0 55% 4,1 45%
Norway 3,95 50% 3,95 50%
Denmark 3,7 50% 3,7 50%
Sweden 3,6 50% 3,6 50%
Austria 3,4 35% 6,4 65%
Italy 3,3 34% 6,3 66%
Poland 2,6 62% 1,6 38%
7
8
9
The average share of e-commerce turnover of goods
versus services in most European countries is between
50-65% for goods and 35-50% for services. Exceptions
are emerging markets such as Russia, where the ratio of
goods sold in comparison to services is 80-20%, because
of the fact that, for example, the online travel market is
still growing. In general, the trend is that once B2C
e-commerce markets reach maturity, the percentage and
share of goods versus services increases.
Online purchased goods as share of traditional retail
goods
In the UK the share that online goods sold have in
traditional retail goods is the largest: Ecommerce Europe
estimates that 13.5% of traditional retail goods are now
purchased online by British consumers. Overall there is
an increase in the share that online purchased goods
have in traditional retail. High street retail in Europe in
general has suffered from the continuing financial crises
and lack of consumer confidence, though with Germany
as a positive exception.
4 Million Euros
5 Of total e-sales 2012 in national currency
6 Of total e-sales 2012 in national currency
7 Estimate, 2012 figures not yet published
8 According to VSV, Swiss association for distance selling and e-commerce
9 Regional data

EUROPEAN E-COMMERCE, GOODS AND SERVICES EUROPE B2C E-COMMERCE 15
SHARE OF E-COMMERCE GOODS IN RETAIL GOODS
SOLD, IN MILLION EUROS, IN 2012
Country Goods Share in Retail
UK 52,9 13.5%
Denmark 3,7 9.8%
Norway 3,95 6.8%
Austria 3,4 6.4%
Germany 27,6 6.4%
Netherlands 5,1 5.5%
Switzerland 5,0 5.4%
France 22,5 5.3%
Sweden 3,6 5.1%
Spain 5,2 2.5%
Poland 2,6 1.7%
Russia 8,2 1.5%
Italy 3,3 1.4%
Figure 10: Share that e-commerce goods have in retail goods
sold in 2012, Ecommerce Europe, 2013
Technical household goods purchased in Europe
in 2012
10 Format and classification according to European Measurement Standard for Ecommerce (EMSEC)
According to newest data of GfK total technical household
good purchases in 11 European counties –both offline and
online- reached €121.7bn in 2012, a decrease of -2.0%.
Technical household goods include consumer electronics
(such as audio, tv, video, photo and video equipment),
information technology such as IT hardware and software,
office equipment, multifunctional technical goods such as
technical accessories, photo, telecom (including contracts
and telecom hardware), small domestic appliances,
personal diagnostics and major domestic appliances 10 .
TOTAL SALES TURNOVER OF TECHNICAL CONSUMER GOODS IN MILLION OF EUROS
Country 2011 2012 2011>2012 (%Change)
TOTAL Technical Consumer Goods 121,719 119,279 -2.0%
Consumer Electronics 31,931 27,971 -12.4%
Information Technology 27,613 27,645 0.1%
Office Equipment 4,542 4,438 -2.3%
Multifunctional Technical Goods 5,012 4,867 -2.9%
Photo 6,997 6,824 -2.5%
Telecom 7,572 9,022 19.2%
Small Domestic Appliances 12,489 12,838 2.8%
Personal Diagnostics 172 177 2.8%
Major Domestic Appliances 24,841 24,933 0.4%
* In cooperation with GfK. Information contains data taken from 11 countries in Europe: Austria, Belgium,
Czech Republic, France, Germany, Great Britain, Italy, Netherlands, Portugal, Spain and Switserland.
Figure 11: GfK Technical household goods purchased in Europe, May 2013

16
EUROPEAN E-COMMERCE, GOODS AND SERVICES EUROPE B2C E-COMMERCE
Figure 12: GfK Technical house-
hold goods purchased in Europe,
May 2013
Looking at traditional high street retail sales of technical
consumer goods, the impact of the financial crises and
lacking consumer confidence is evident. Traditional retail
sales drops in 2012 with -4.0%. The exception is Telecom
with an increase of 14.2% in sales.
TRADITIONAL SALES TURNOVER OF TECHNICAL CONSUMER GOODS IN MILLION
OF EUROS
2011 2012 2011>2012 (%Change)
TOTAL Technical Consumer Goods 103,101 98,970 -4.0%
Consumer Electronics 27,722 24,152 -12.9%
Information Technology 21,379 20,938 -2.1%
Office Equipment 3,824 3,640 -4.8%
Multifunctional Technical Goods 4,486 4,290 -4.4%
Photo 5,545 5,264 -5.1%
Telecom 6,527 7,451 14.2%
Small Domestic Appliances 11,010 11,060 0.5%
Personal Diagnostics 154 152 -0.9%
Major Domestic Appliances 22,012 21,592 -1.9%
* In cooperation with GfK. Information contains data taken from 11 countries in Europe: Austria, Belgium,
Czech Republic, France, Germany, Great Britain, Italy, Netherlands, Portugal, Spain and Switserland.
The Internet purchases of technical consumer goods show a 9.1% growth in 2012. Only consumer
electronics such as audio, tv/video, photo and video equipement show a decrease of -9.3%.
Telecom is absolute favorite online with a staggering 50.4% increase of sales on the web.
INTERNET SALES TURNOVER OF TECHNICAL CONSUMER GOODS IN MILLION
OF EUROS
For further analysis of technical consumer goods per
country of technical consumer goods per country we refer
to the various regional reports of Ecommerce Europe
2011 2012 2011>2012 (%Change)
TOTAL Technical Consumer Goods 18,617 20,309 9.1%
Consumer Electronics 4,210 3,818 -9.3%
Information Technology 6,234 6,707 7.6%
Office Equipment 718 798 11.2%
Multifunctional Technical Goods 526 577 9.6%
Photo 1,452 1,560 7.5%
Telecom 1,045 1,571 50.4%
Small Domestic Appliances 1,479 1,778 20.2%
Personal Diagnostics 19 25 33.4%
Major Domestic Appliances 2,829 3,342 18.1%
* In cooperation with GfK. Information contains data taken from 11 countries in Europe: Austria, Belgium,
Czech Republic, France, Germany, Great Britain, Italy, Netherlands, Portugal, Spain and Switserland.
Figure 13: GfK Technical household goods purchased in Europe, May 2013
GfK reports on sales out figures from a representative sample of on-and offline retailers
and resellers, representing the total market, defined as GfK Panel-market which per
country, is fully comparable across products and periods.

EUROPEAN E-COMMERCE FROM A GLOBAL PERSPECTIVE
889 billion
Total global B2C
e-commerce sales
in 2012
European e-commerce from a global perspective
Total global B2C e-commerce sales in 2012 are estimated
MENA
to have grown to €889 bn,
10,80
an increase of over 20%.
Ecommerce Europe estimates that in 2013 total B2C
Latin America
e-commerce will pass the 42,1 trillion euro mark and that
growth will continue with around the same percentage as
Asia Pacific
227,8
in 2012, i.e., just over 20% to reach €1.075 bn.
The following chart shows B2C e-commerce sales in 2012
around the globe:
North America
294,2
E-COMMERCE SALES PER REGION AROUND THE
WORLD IN BILLION EUROS IN 2012
APAC
227,8
MENA
10,80
LatAm
42,1
North America
294,2
Europe
311,6
Europe
311,6
Figure 14: B2C E-commerce turnover in billion euros and
percentage growth in 2012, Ecommerce Europe, 2013
In 2010 Europe overtook the USA, the biggest market in
the world until then. In 2012 European B2C e-commerce,
including online retail goods and services grew by 19%
to reach €311.6 bn, a share of 35% of global B2C
e-commerce. North America is currently the second
largest e-commerce region, with a €294.2 bn turnover and
a 33.1% share of the world’s B2C online economy.
Asia-Pacific is the third region: €227.8 bn and a 25.6%
share. Asia-Pacific has been confirmed as the world’s
fastest growing region. The emerging regions are Latin
America with €42.1 bn turnover (4.7% share) and the
MENA countries (Middle East and North Africa with €10.8
bn turnover (1.1% share).
SHARE OF E-COMMERCE SALES PER REGION
APAC
26%
MENA
1%
LatAm
5%
North America
33%
EUROPE B2C E-COMMERCE 17
Europe
35%
Figure 15: Global Share of e-commerce sales per region,
Ecommerce Europe, 2013

Japan
China
18 EUROPEAN Germany E-COMMERCE 50 FROM A GLOBAL PERSPECTIVE
France
Australia
Brazil
Canada
South Korea
USA
UK
Japan
China
Germany
France
Australia
Brazil
Canada
South Korea
17
27
25
45
69
90
14
World leader in B2C e-commerce remains the USA,
0 75 150 225
followed by the UK and Japan. China in particular
300
17
14
27
25
50
45
69
continues to grow fast: close to 90% in 2012, reaching
rank four globally, just in front of Germany.
LEADING E-COMMERCE COUNTRIES AROUND THE WORLD
96
90
277
0 75 150 225 300
Figure 16: Top 10 e-commerce countries around the world, in
billion of euros ,Ecommerce Europe, 2013
The growth of the world’s mature markets such as USA,
UK and Japan will continue to slow down, between 9 and
13%. France, Italy, Spain, Russia, Turkey, Poland and
Ukraine will continue to be the fastest growing markets in
Europe. Ecommerce Europe forecasts substantial growth
in Latin America, led by Brazil, and in the Middle East.
Africa is still at a very early stage, but it is bound to catch
up in later years, led by Egypt and South Africa.
All over the world, in emerging as well as mature
economies, the use of mobile Internet for searching and
purchasing is rapidly increasing. In our view, 2012 can be
seen as the year of confirmation of the break-through we
had already seen in 2010 and 2011. In many countries
mobile devices are the easiest and sometimes the only
way to get online, especially in countries where the limited
infrastructure outside major cities makes wireless Internet
the easiest and relatively cheapest way to access the
Internet and get online. All the signs are there, indicating
that 2013 will be the year of mobile and m-commerce.
Social media around the world
Social media are important as a means of communi-
cation, product review and purchasing. In December
2012, the total number of monthly active Facebook
users was 1.06 billion, an annual increase of 25%. 11
People use social media for a wide variety of reasons:
to keep in touch with friends, make new connections
and so on. But when it comes their use of social media
regarding a given brand or product or service, most
people still use social media to see what other people
are saying about these same brands, products or
services. Social commerce is still at an early stage of
its development.
11 Facebook Inc. Q4 2012 results and full year 2012 (January 2013)
EUROPE B2C E-COMMERCE

EUROPEAN E-COMMERCE FROM A GLOBAL PERSPECTIVE
Online retail sales of goods around the world
The strong relationship between traditional retailing of
goods and services and the further growth of e-commerce
is evident. All over the world more and more (domestic and
international) retailers are investing in websites and
starting to offer their goods and services online in
addition to what they offer in their shops. The countries
that are mentioned as “emerging and promising” markets
for retail are often the same countries that are regarded as
emerging countries with respect to e-commerce and online
retail. In these countries we see an emergence of online
offers.
Over the years, the retail landscape in
emerging countries is transforming from traditional
markets and small, independent outlets to large shopping
malls, hypermarkets and organised retail chains. These
new retail formats are gaining market share at the expense
of traditional businesses. Retailers are investing in global,
emerging markets and are set to offer a multi-channel or
omni-channel shopping facility, a combination of brick-and-
mortar shops and online purchasing. Due to the further
rapid penetration, the share of online retail is bound to
grow rapidly over the coming years. The table shows the
estimated 2012 share of online retail in the world:
EUROPE B2C E-COMMERCE 19
ESTIMATED SHARE THAT ONLINE RETAIL SALES OF GOODS HAS IN TOTAL RETAIL
AROUND THE WORLD, IN BILLION EUROS, IN 2012
Total retail sales of goods Online retail sales of goods Share
Europe 3,600 180 5.0%
USA 2,700 184 6.8%
Asia Pacific 5,500 150 2.7%
Latin America 1,500 30 2.0%
World 14,500 578 4.0%
Figure 17: Estimated share online retail goods of total retail, 2012

20
INTERNET ACCESS AND (MOBILE) USAGE IN EUROPE EUROPE B2C E-COMMERCE
74.3%
of the population
in EU28 used
Internet in 2012
Internet access, (mobile) usage and spend per consumer in Europe
Internet access in Europe
According to recent research of Eurostat, the degree of
Internet access varies among EU Member States, ranging
from more than 90% of households in Denmark, the
Netherlands, Luxembourg and Sweden, to less than 55%
in Bulgaria, Romania and Greece. In 2012 there were still
significant disparities in broadband take-up by house-
holds, with a rate of only around 50% of households in
Bulgaria, Greece and Romania.
However, Bulgaria and Romania showed impressive
recent growth. The proportion of households with broad-
band connections in these countries doubled between
2010 and 2012.
Between 2008 and 2012, the highest growth – more than
30% – was recorded in the Czech Republic, Romania
and Slovakia.
74.3% Of the population in the EU28 used the Internet
in 2012. About one-third of the population accessed the
Internet via mobile devices away from home or work.
There are significant differences in mobile Internet usage
between countries.
In six Member States, more than 50% of the population
used portable computers or handheld devices through a
mobile phone network or wireless connection while away
from home or work: Denmark, Ireland, Luxembourg,
the Netherlands, Finland and Sweden. These figures
were under 20% in five Member States: Bulgaria, Italy,
Hungary, Lithuania and Romania.
Top 10 European countries in terms of Internet
access as a percentage of the population 12 in
2012:
1. Iceland (95%)
2. Netherlands (94%)
3. Norway (93%)
4. Luxembourg (93%)
5. Denmark (92%)
6. Sweden (92%)
7. Germany (85%)
8. UK (83%)
9. Ireland 81%)
10. Austria (79%)
Internet usage in Europe
Internet penetration in the European Union is considerably
higher compared to the total European population.
The latest number of Internet-users is estimated at 529
million for the whole of Europe, or 64.4% of the total
European population.
For the European Union (EU28) the number of Internet-
users is estimated at 378 million, or 75% of the population
of the European Union. According to Ecommerce Europe
estimates, in 2012 the number of European e-shoppers
reached 250 million for the whole of Europe and 195
million in the European Union. This means around 47% of
the total number of all Internet-users in Europe and 52%
of all Internet-users within the European Union.
12 Eurostat: Survey on ICT usage in Households and by Individuals - Statistics in Focus 50/2012
64%
of all Europeans
or 529 million
Europeans users
of Internet in 2012

INTERNET ACCESS AND (MOBILE) USAGE IN EUROPE
INTERNET USERS IN EUROPE
IN MILLIONS OF PEOPLE
Russia
68,0
Germany
68,9
UK
53,8
Ukraine
15,3
Romania Poland
9,6 26,0
Netherlands
15,5
Spain
31,6
France
52,2
Turkey
40,0
Italy
38,0
Figure 18: Internet users in Europe,
Ecommerce Europe, 2013
1 billion
Global number of
e-shoppers in 2012
Top 10 European countries in number of Internet-
users:
1. Germany: 68.9 million (82% of the population)
2. Russia: 68 million (47.9%)
3. UK: 53.8 million (85.4%)
4. France: 52.2 million (79.9%)
5. Turkey: 40 million (53.3%)
5. Italy: 38 million (62.5%)
6. Spain 31.6 million (64.2%)
7. Poland 26 million (67.5 %)
8. Netherlands 15.5 million (92.8%)
9. Ukraine 15.3 million (15.3%)
10. Romania 9.6 million (45.2%)
Internet usage around the world
The global number of Internet-users at the end of 2012
was estimated at around 2.4 billion 13 and is forecast to
reach close to 3.5 billion in just a couple of years, around
50% of world population. As the number of Internet-users
grows and users are getting more and more confident
in purchasing online, the number of e-shoppers is set to
grow rapidly. According to Ecommerce Europe’s
estimates, the global number of e-shoppers has grown
to over 1 billion, or over 40% of users 14 .
The following chart shows Europe in the global number of
Internet-users compared to other continents. Asia-Pacific
(APAC), including giants China and India, has the largest
share (45.6%), followed by Europe in second place with
13 Internet world stats 14 Ecommerce Europe: Global B2C Ecommerce Report 2013
21.8%, North America, including the USA and Canada
(11.3%), Latin America with leader Brazil and
followed by Mexico (10.6%), the MENA region (Middle
East and North Africa), where Egypt and Morocco have
the highest number of users and the Gulf countries the
highest penetration (6.1%) and the rest of Africa,
with Nigeria far ahead when it comes to the number of
Internet-users, followed by Kenya (4.6%).
SHARE OF INTERNET USAGE AROUND THE
WORLD IN 2012
Figure 19: Share of Internet usage around the world, Ecommerce
Europe, 2013
MENA
6% Africa
5%
LatAm
11%
North America
11%
Pagina 20 (figure 17)
Europe
22%
Mobile Internet Usage in Europe
APAC
46%
Mobile Internet usage has become popular with the
emergence of new mobile devices such as smartphones
EUROPE B2C E-COMMERCE 21

22 INTERNET ACCESS AND (MOBILE) USAGE IN EUROPE
60
45
30
15
0
60
and tablets, especially among young people. Individuals
in the EU27 aged 16-74 years made slightly more use of
handheld devices, including mobile or smart phones and
other small Internet-enabling devices, than of portable
computers (including laptops, netbooks and tablets).
The proportion of young people aged 16-24 using hand-
held devices (47 %) for Internet access in 2012 was 7
percentage points higher than for those using portable
computers (40 %). Overall, about one-third of individuals
in the EU27 used mobile devices to access the Internet
away from home or work. The share of mobile Internet
usage by young people was – at 58% – almost five times
higher than the 12% share for the population aged 55-74 15 .
any mobile device portable computer handheld device
All individuals 16-24 years 25-54 years 55-74 years
Figure 20: Individuals who used Internet away from home, by age
and type of device, Statistics in Focus 50.2012
UK
A recent study16 of the European mobile commerce market
shows a healthy growth in smartphone users buying goods and
services via their phone. Of the European nations surveyed by
comScore, the UK is the most mobile commerce-friendly, with
nearly a quarter (23.1%) of all smartphone owners in the UK
having accessed some online retail site from their mobile in
the last three months of 2012. This confirms UK figures, where
m-commerce reached 12% of total e-sales, triple the number in
201017 Scandinavia
8
12%
Spain
7
Italy
7
Leading m-commerce
Netherlands
6
country in EU, with 12%
Austria
6
of all B2C e-sales through
Switzersland
6
Europe
5,5
Germany
4
France . The top five most 2 popular choices for a mobile transaction
Poland in the UK were 1,7clothing
and accessories (4.3% of the
mobile devices
smartphone audience), 0 followed 3,75 by printed books (3.2%); 7,5 in joint
third place was consumer electronics (3.1%) and tickets (3.1%),
11,25 15
with personal care and hygiene products (2.1%) in fifth place.
UK
Scandinavia
Spain
Italy
Netherlands
Austria
Switzersland
Europe
Germany
France
Poland
Figure 21: M-commerce as a percentage of country e-commerce
in 2012, Ecommerce Europe, 2013
Pagina 21
EUROPE B2C E-COMMERCE
MOBILE INTERNET USAGE IN EUROPE MOBILE COMMERCE AS A PERCENTAGE OF COUNTRY E-SALES 2012
4
5,5
6
6
6
7
7
0 3,75 7,5 11,25 15
15 Eurostat: Survey on ICT usage in Households and by Individuals - Statistics in Focus 50/2012 16 comScore, July 2012 17 IMRG, UK
1,7
2
8
12
12
UK

INTERNET ACCESS AND (MOBILE) USAGE IN EUROPE
5.5%
Of all European
B2C e-sales through
m-commerce
Forrester’s EU Mobile Commerce Forecast predicts
that, by 2017, mobile commerce, specifically through the
smartphone (not including tablets), will represent just
under 7% of online sales in Europe. This translates to
€19.25 billion ($23.5 bn). This figure illustrates how large
the overall future market will be for online shopping in
terms of sales. It is nothing short of an exploding sector of
business.
The statistics with respect to the share of mobile and
m-commerce will look even more impressive when shop-
ping via tablets is taken into account as well. The average
amount that each buyer spends in that market is also
expected to rise, from €201 in 2011 to €227 in 2017, but
surprisingly that is not where growth is actually coming
from. Rather, it is in the increased overall volume of mo-
bile shoppers that seek in particular lower-cost items 18 .
According to Ecommerce Europe, m-commerce in Europe
grew to €17 bn or 5.5% of total e-sales in 2012 and is
set to explode in 2013. Last year – 2012 – can be seen
as the first year of confirmation of the important place
m-commerce will take in total e-commerce sales.
Ecommerce Europe expects that 2013 will be the year of
the definitive break-through of mobile and m-commerce.
The fast pace of mobile commerce growth is helping
to drive overall e-commerce growth by converting
potential bricks-and-mortar sales to digital sales for
consumers using their smartphones and tablets while
shopping in-store.
18 Forrester’s first European Mobile Commerce forecast, July 2012
17
294
M-COMMERCE AS SHARE OF TOTAL E-COMMERCE
17 bn €
294 bn €
Average amount spent per consumer in Europe
In 2012 the average amount spent per capita in Europe was €380, per Internet-user
€589 and per e-shopper €1,243. Within the European Union the average amount spent
per capita was €544, per Internet-user €732 and per e-shopper €1,413. To compare:
the global average amount spent per e-shopper is estimated at around €850 19 .
Top 10 e-Spend per capita 2012
1. UK €2,466
2. Norway €2,225
3. Austria €2,140
4. Denmark €1,914
5. Switzerland €1,750
6. Ireland €1,691
7. Finland €1,484
8. Luxembourg €1,439
9. France €1,419
10. EU €1,413
11. Germany €1,351
12. Europa €1,243
19 Ecommerce Europe: Global B2C Ecommerce Report 2013
EUROPE B2C E-COMMERCE 23
5,5%
94,5%
5,5%
94,5%
Figure 22:
M-commerce as share
of total e-commerce in
€ bn and % in 2012,
Ecommerce Europe, 2013

24
MATURE AND EMERGING MARKETS IN EUROPE EUROPE B2C E-COMMERCE
Mature and emerging
markets in Europe
Online Internet penetration and purchasing still differ in
the various parts of Europe, according to the maturity
of the market, the level of trust, the availability of offers,
the penetration of reliable payment options, reliable and
affordable delivery, Internet-usage and penetration,
and consequently, the number of e-shoppers.
The following is a brief overview of the mature and
emerging countries in Europe. For more in-depth
information we refer to the country profiles included in
this report or to Ecommerce Europe’s regional reports
for North, Central, West, South and East Europe.
The regional reports also contain 30+ extended
Infographics of European countries.

THE MATURE MARKETS EUROPE B2C E-COMMERCE 25
€2,466
Spent per capita
in 2012, highest
of Europe
Sales of goods
represents the largest
proportion of the
retail trade
with over
16%
€96 bn
M-commerce:
12% of total
e-sales, up
from 0.9 cent in 2010
to 4 cent in 2011
The mature markets
United Kingdom
In northern countries, growth of some of the more mature
e-commerce markets is beginning to slow down.
While in 2012 the leading country in Europe – the United
Kingdom – still posted impressive B2C online sales,
including goods and services of over €96 bn 20 , the task
for e-merchants may become increasingly complex there.
But it is also the country where the online sales of goods
represents the largest proportion of the retail trade, with
over 16% 21 .
UK online shoppers are the highest spenders of all,
reaching €2,466 per capita in 2012. UK online sales of
technical consumer goodsgrew 8.1% in 2012, whereas
traditional retail sales dropped -0.4% 22 .
The growth of mobile-commerce is equally impressive
in the UK: 12% of all e-sales were done with a mobile
phone, up from 4 % in 2011 and 0.9 % in 2010 23 .
20 According to IMRG UK.
21 Estimate IMRG, UK
22 GfK
23 Estimate IRMG, UK
Germany
With 37 million online shoppers 24 , Germany has a
well-developed market for e-commerce. Its turnover in
2012 amounted to €50 bn in total, 22% more than in 2011.
The annual average amount spent per e-shopper exceeds
€1,300. Online retail goods represented 6.4% of the
German retail market. Items that sold best are clothing,
electronics and books. Total distance selling of goods
(including traditional mail-order (catalogue) sales and
online retail goods) reached €37.5 bn, up 15.6%, of which
the share of online retail was 70% 25 .
German online sales of technical consumer goods grew
6.1% to €7,3 bn in 2012. Traditional sales grew of t.c.g
grew as well to €25.3 bn (1.5% in 2012) 26 .
24 BVH, German association, representing e-commerce companies
25 BVH , February 2013
26 GfK
€50 billion
Turnover of online
goods and services
in Germany in 2012
Average spent per
e-shopper
€1,300
Total distance
selling of
goods reached
€37.5 bn, up
15.6%
1
2 3
Items that sold best
are clothing,
electronics and books.

26
THE MATURE MARKETS EUROPE B2C E-COMMERCE
6th nation
France is ranked
sixth in the world for
e-commerce sales
€45 bn
€1.420
Average spend per
e-Shopper
+500%
E-shoppers
growth since 2000
52.200.000 (79%)
Internet users
E-shoppers
(48,2%)
31.700.000
Facebook users
25.300.000
(38.5%)
France
Today France is among the leaders in e-commerce,
occupying third position amid the Internet’s top ten
European countries. With over 50 million Internet-users,
France follows Russia, Germany and the UK which hold
the first, second and third positions respectively.
France has 42 million active Internet-users and 31.7
million e-shoppers, reflecting 76% of the total number of
active users, a growth of over 500% since 2000. French
companies have reaped the rewards of rapidly growing
broadband amongst already widespread coverage.
Online Sales of technical consumer goods grew with 7.0%
to € 3.6 bn in 2012. Traditional sales dropped -7.4% to
€ 19.2 bn 27.
France, with a € 45 bn turnover 28 , is ranked sixth in the
world for e-commerce sales, preceded by the US, the UK,
Japan, China and Germany. Annual amount spent per
e-shopper exceeds €1,400, almost double the amount
spent in 2007, just five years ago.
For further in-depth information, Infographics and
Country Profiles of other Western European countries,
we refer to Ecommerce Europe’s regional report
covering Western Europe.
27 GfK
28 FEVAD. French association for e-commerce
Denmark
Denmark has 5.2 million Internet-users (92% of the total
population) and 4.2 million active users (81% of the
number of users. With 87% of households having broad-
band access, Denmark ranks fourth together with Finland
on the European broadband ranking list published by
Eurostat in 2012.
Close to 80% of 87% Internet-users have purchased
goods or services in the last 12 months. The average
annual amount spent online per Danish e-shopper is esti-
mated at over €1,900. Compared to other European coun-
tries, the Danish online retail market is a highly mature
market. In 2012 3.9 million Danes purchased online for
€7.4 bn, of which an estimated 50% was on e-services,
mainly online travel 29 .
The Danish economy seems to drive retail sales both
offline and online. Most purchased items online (after
travel) are: electronics, fashion/clothing/shoes, books,
audio–books, etc., movies and music. With an estimated
share of 9.8%, the share of online retail goods in traditio-
nal retail is among the highest in Europe and the world 30 .
29 Estimates FDIH, the Danish e-commerce association
30 Ecommerce Europe estimates
87%
87% of households
have broadband
access in Denmark
With an estimated share
of 9.8%,the share of
online retail goods in
traditional retail is
among the highest in
Europe and
the world
Average spent per
Danish e-shopper
is estimated at over
€1,900

THE MATURE MARKETS EUROPE B2C E-COMMERCE 27
€1,435
Average amount
spent by Finnish
e-shopper in 2012
BUY
80% of Internetusers
purchased
goods or services in
the last 12 months.
Average
spent online per
Finnish e-shopper
€1,435
Finland
4.7 million of Finland’s population or 87% of the total
population has access to the Internet. 85% of households
have broadband access. Close to 80% of Internet-users
purchased goods or services in the last 12 months.
The average annual amount spent online per Finnish
e-shopper is estimated at around €1,435. In 2012, just 3.8
million Finnish e-shoppers bought online for an estimated
€5.4 bn, of which an estimated 50% was on
e-services, mainly online travel.
Finnish Internet-users examine numerous sources before
deciding on a travel destination 31 . Of those surveyed, 61%
visited the websites of a travel agency or hotel when
planning travel, by far the most common resource used by
respondents. 44% Also reported using price comparison
sites and booking services.
Average spent online per Finnish e-shopper is
estimated at around €1,435
31 Finnish Fair Corp.’s December 2012 survey conducted by TNS Gallup
Finland.
Norway
Norway has a very mature e-commerce market. In 2012,
just 3.6 million Norwegians (almost 90% of the number
of active Internet-users) purchased online for an
estimated €7.9 bn, of which around 50% was on
e-services, mainly online travel. The Norwegian
economy seems to drive retail sales both offline and
online. The average GDP per capita is over €78,000
which makes Norway number three on the worldwide
ranking of nominal GDP per capita, after Luxembourg
and just behind Qatar.
Most purchased items after online travel are: electronics,
fashion/clothing/shoes, and books, etc. Consumers in
Norway are increasingly reaching for their mobile devices
to buy products and services.
19.2% of consumers in Norway 32 have bought products or
services via their smartphone, with music,
film and tickets being the most popular purchases.
32 October 2012 survey by Eniro Gule Sider
19.2%
Of Norwegians bought
goods or services via
smartphone in 2012
In 2012, just 3.6
million Norwegians
purchased online
for an estimated
€7.6 billion
Most purchased items:
Electronics, Fashion/
Clothing/Shoes,
and Books
€
The average GDP per
capita is over €78,000

28
THE MATURE MARKETS EUROPE B2C E-COMMERCE
119
Mobile subscriptions
per 100 households
in Sweden in 2012
Sweden’s smartphone
penetration stands at 51%
and 75% of smartphoneowners
access the Internet
every day via their
device.
8.5 million Swedes,
or 89% of the total
population, have
access to the
Internet.
Sweden
8.5 million Swedes, or 89% of the total population, have
access to the Internet. 87% of Swedish households have
broadband access. Sweden ranks second after Iceland on
the European broadband ranking list. An estimated 80%
of Internet-users have purchased goods or services in
the last 12 months 33 . The average annual amount spent
online per Swedish e-shopper is estimated at close to
€1,060. In 2012 6.7 million Swedes (92% of the number
of active Internet-users) purchased online for over €7.2
billion in 2012, of which an estimated 50% was on
e-services, mainly online travel 34 . Items purchased most
online, after online travel are: books and magazines,
home electronics, fashion/clothing/shoes, movies and
music.
The potential for mobile and m-commerce is
evident: mobile subscriptions have gone up from 72
to 119 per 100 households (ITU). Sweden’s smartphone
penetration stands at 51% and 75% of smartphone-
owners access the Internet every day via their device.
The share of online retail goods in total retail is estimated
at 5.1%, almost 30% higher compared to 2009.
For further in-depth information, Infographics and
Country Profiles of Scandinavian countries, Iceland
and Baltic states, we refer to Ecommerce Europe’s
regional report covering Northern Europe.
33 Eurostat: Stistics in Focus December 2012
34 Ecommerce Europe estimates
The Netherlands
94% of Dutch households (the second highest percentage
just after Iceland 35 ) now have physical access to Internet
at home. Over 80% of the population between 16 and
74 years 36 use the Internet every day, not only at home,
but also at work or school and increasingly, while out and
about. In the course of just one year, access to mobile
Internet via smart phones has risen from 31 to 42%, and
via tablets from 10 to 27% 37 .
Online sales grew 8.9% in 2012 to reach €9.8 bn. Online
shopping has undeniably become an important sector in
the Netherlands. With a struggling economy and low
consumer confidence e-commerce makes an increasingly
positive contribution to the Dutch economy. The number
of e-shoppers reached 10.6 million, a growth of 5%
compared to 2011 and more than 20% up since 2009. In
2013, online consumer spending is expected to grow by
about 9% to a value of €10.7 bn 38 .
As the increase in new e-shoppers is levelling off,
growth will have to be generated by more purchases by
experienced buyers.
35 Eurostat Statistics in Focus 50/2012
36 Eurostat Statistics in Focus 50/2012
37 Trend Report on Internet Use 2012, University of Twente, November 2012
38 Thuiswinkel.org, the representative Dutch e-commerce association,
Thuiswinkel Markt Monitor 2012
8.9%
Growth % of e-commerce
in the Netherlands:
lowest in Europe
€9.8 bn
online sales in 2012
Access to
mobile Internet via
smart phones has
risen from 31 to 42%,
and via tablets from
10 to 27%
8.9% Gr
lands: l
8.9% in

THE MATURE MARKETS EUROPE B2C E-COMMERCE 29
16.7%
Growth of online
sales in 2012
€
Austrian online shoppers
are amongst the
biggest spenders in
Europe (€2,140)
89%
of the population has
a mobile phone
8 million
Internetusers
Austria
Austria, as well as its neighbouring country Switzerland,
is especially attractive to German B2C e-commerce
companies due to the low-threshold language barrier.
At the same time, the German market attracts many
e-shoppers from both countries.
The number of Internet-users has reached close to.
8 million, a penetration of 80%. Austrian online shoppers
are amongst the biggest spenders in Europe (€2,140),
just behind the UK and Norway. Clothing and sports
goods as well as travel accommodation and travel
arrangements were purchased most often by online shop-
pers in Austria. Online sales in Austria grew 16.7 % to
reach €9.8 bn in 2012.
89% Of the population has a mobile phone, of which 64%
is a basic mobile phone, 39% a smartphone and 7% a
tablet. The share of m-commerce is estimated at around
6% of e-sales in Austria.
Switzerland
In 2012 Switzerland had 6.4 million Internet-users 39 , which
means a penetration of 80% for a population of eight mil-
lion people. Between 2008 and 2012 the B2C
e-commerce market doubled to reach almost 11 bn CHF
or around €9,1 bn. The number of e-shoppers is
estimated at 5.2 million 40 , each spending over 2,100
CHF or €1,750. The most frequently purchased online
products in Switzerland are from the categories travel and
hotels, books and magazines, fashion, and digital media.
With regard to mobile shopping, Switzerland and Austria
are both highly advanced. The share of mobile commerce
is estimated to have reached around 6% in 2012.
Switzerland is one of the top countries in terms of
smartphone usage with 43% of the population using a
smartphone (iPhone especially), bringing it just behind the
USA. The non-EU status of Switzerland and
especially import and currency exchange issues are
having a massive negative impact on the development of
the Swiss e-commerce market.
For further in-depth information, Infographics and
Country Profiles of other Central European countries,
we refer to Ecommerce Europe’s regional report
covering Central Europe.
39 Internetworldstats June 2012
40 Ecommerce Europe estimates
Average spend per
e-Shopper
€1.750
e-commerce market
doubled to reach
almost 11 bn CHF
The share of
mobile commerce
is estimated to
have reached
around
6% in 2012.
8.9% Growth of elands:
lowest in E
8.9% in 2012 to re

30
THE EMERGING MARKETS EUROPE B2C E-COMMERCE
€865
9.5% of this
is spent on
travel,
entertainment
and
electronics
Average spend
per e-Shopper
33 million
Internetusers
71.5% of the
population)
The emerging markets
Spain
In Spain the growth of e-commerce is steady and strong,
and it is certainly doing far better than the struggling
Spanish economy. The country has 33 million Internet-
users (71.5% of the population) and nearly 15 million
e-shoppers which is double the number in 2007.
The estimated revenue generated by the sector reached
€13 bn in 2012, up 19% compared to 2011 41 . 9.5% of this
is spent on travel, entertainment and electronics as these
are the goods and services purchased most on the web.
The 2012 estimated average annual amount spent per
e-shopper stood at €865 42 .
Spanish online sales of technical consumer goods grew
89,8% in 2012 to € 476 million. Traditional retail sales
dropped -14.8 % 43 8.9% Growth of e-commerce in the Netherlands:
lowest in Europe. Online . sales grew
8.9% in 2012 to reach €9.8 bn.
41 Adigital, Spanish e-commerce association
42 Red.es (Spanish Research Agency linked to the Ministry of Industry,
Energy and Tourism)
43 GfK
Italy
Italy has no fewer than 38 million Internet-users. 63%
of the approximately 25 million households in Italy (from
47% in 2008) have Internet access. To date there are only
12 million online shoppers, but the number of e-shoppers
increased by more than 30% in 2012 alone. Total B2C
e-sales, including goods and services reached € 9.6 bn 44 .
The annual average basket is just under that of Spain
and reached 800 euros. Most widespread payment option
is credit card (73%), followed by PayPal with 16%. Most
visited sites are eBay and Amazon.
Online sales of technical goods grew with 2.8% to € 830
mio, whereas traditional retail sales dropped - 6.4% to
€ 12.2 bn.
For further in-depth information, Infographics and
Country Profiles of other Southern European countries,
we refer to Ecommerce Europe’s regional report
covering Southern Europe.
44 Netcomm, GfK Italian e-commerce association
63%
Internetusers
BUY
12 million oline
shoppers
Most wide-
spread
payment option is
credit card (73%)

THE EMERGING MARKETS EUROPE B2C E-COMMERCE 31
60-40%
60% of population
speak Dutch (Flemish),
40% speak French
(Walloon)
€150
Average spend
per e-Shopper
per month
1
2 3
Top five items purchased
online are hotel bookings,
fashion, event tickets
7.3 million active
internet users
Belgium
Belgian e-commerce has really been breaking through
these past few years. Over 78% of households have
access to the Internet (compared to 60% back in 2008).
The number of individuals with access to Internet can be
estimated at 8.65 million and the number of active users
at 7.3 million.
Belgium e-commerce of goods and services reached
€ 4.8 bn, up 20% compared to 2011 45 . Over 30% of
e-shoppers purchased for over €150 per month last year.
Belgian online retailers are looking towards the future with
confidence.
The vast majority of traders expect the number of online
purchases to increase in 2013 and that the number of
online businesses will continue to increase. Two-thirds of
the online retailers intend recruiting more staff this year.
This success is partly due to the tripling of the number
of purchases via smartphone. Top five items purchased
online are hotel bookings, fashion, event tickets, transport
tickets and books.
60% Of the population speak Dutch (Flemish), while 40%
speak French (Walloon). Both the Flemish and the Wal-
loon population have equally embraced online shopping.
There is a difference though: the Flemish prefer digital
contact and buy less, while Walloons prefer personal con-
tact and tend to buy more and more impulsively 46 .
45 BeCommerce, Belgian e-commerce association
46 BeCommerce Newsletter, 02/04/2013
Ireland
Ireland is digitally “coming of age”, with the majority of
Irish consumers now regularly shopping online 47 . Both
consumers and businesses in Ireland are by now rapidly
closing the gap with their mature European counterparts
in terms of purchasing and selling online, with a growing
number of consumers turning to the Internet to secure
value-for-money purchases. “The economic recession
has been making digital more attractive. Conducting
transactions online is more cost-effective for consumers
and businesses alike.” 48
81% Of households have access to the Internet (up from
63% in 2008) 49 and the number of e-shoppers has
doubled since 2008, reaching almost 70% of the active
online population last year. Total e-sales are estimated
to have reached €4.6 bn, more than double the size of
online sales in 2009.
47 Digital Hub Development Agency (DHDA), Dublin
48 Digital Hub Development Agency (DHDA), Dublin
49 Eurostat, Statistics in Focus 50/2012
81%
households have access
to the Internet
E-shoppers
growth since almost 2000 70% of
8.9% Growth of
lands: lowest in
8.9% in 2012 to
€4.6 billion
Total e-sales
+500%
e-shoppers has
doubled since
2008, reaching
the active online
population last year.

32
THE EMERGING MARKETS EUROPE B2C E-COMMERCE
9 million active
e-shoppers
Populair: Clothing,
shoes, jewellery,
books and cosmetics
50%
Internet
user
€464
Average spend
per e-Shopper
Poland
According to recent research, close to 50% of Polish
Internet-users are shopping online. Among people below
35 this proportion goes up to nearly 70% 50 . Clothing,
shoes, jewellery, books and cosmetics are among the
products purchased online on a regular basis. The Polish
e-commerce market has been growing robustly.
Estimated B2C e-sales, including goods and services,
have reached €4.2 bn, an increase of 25%.
This would not have been possible without the increasing
access to the Internet seen in Poland. 70% of households
in Poland had Internet access in 2012 and 67% had
broadband connection, an increase of more than 45% in
the number of Internet-users and of more than 75% of
broadband connections compared to 2008 51 .
Nine million e-shoppers or 45% of the number of active
Internet-users actually purchased goods and/or services
online 52 . At an estimated €464 in 2012, the average
annual amount spent per e-shopper is still below the
European average. Internet-users are mainly young
people who are still studying or the well-educated.
The greatest number of Internet-users is found among
people with the highest income.
50 Eurostat, Statistics in Focus 50/2012
51 Eurostat, Statistics in Focus 50/2012
52 Ecommerce Europe estimates
Russia
The volume of the Russian e-commerce market is
estimated to have reached around €10.3 bn from 7.6
billion in 2011. The market is growing at an annual rate of
around 35%. The behaviour of Russian online consumers
is largely a replica of buyers’ steps in Western markets,
though at a slower pace: half of the regular e-shoppers in
Russia only started making online purchases in the last
two years. Russian e-commerce has the need, the
potential and the room to grow. The reasoning is the
future rise in the number of Internet-shoppers in Russia:
from 20 mn in 2012 to around 40 mn in 2015, and in the
number of bank card-users.
One of the other reasons for the positive growth in
e-commerce in Russia is the still under-developed retail
infrastructure, in particular in the regions. In remote areas
E-shoppers
of this huge country there is a growing demand to have
growth since 2000
better and more direct access to original quality and fewer
over-priced products. That makes the remote regions of
Russia especially attractive for e-commerce.
For further in-depth information, Infographics and
Country Profiles of other Eastern European countries,
we refer to Ecommerce Europe’s regional report
covering Eastern Europe.
+500%
35%
Increase of goods and
services sold online in
Russia in 2012
€40
million
Internet-shoppers:
growth
40 mn in 2015
10,3
billion
Russian
e-commerce
market
8.9% Growth
lands: lowest
8.9% in 2012

THE EMERGING MARKETS EUROPE B2C E-COMMERCE 33
50%
Of Turkish population
is under 30 years old
40 million
Internet-
Turkey
Ecommerce is developing rapidly in Turkey. A recent
report 53 analysed online spending there according to the
categories private shopping, deal sites, home
improvement, retailers and C2C shopping. Some of the
results: the largest cities consume the most; women tend
to seek decoration and clothing, while men tend to seek
functionality and gadgets. The general most dominant
objection against shopping without being able to
personally examine a product has been completely
reversed.
There are currently 40 million Internet-users in Turkey
(53% of the population), which puts Turkey in 14th place
in the global ranking of countries with the highest number
of Internet-users, just behind Iran.
users 8.9% Growth Half the of population e-commerce is in under the Nether- 30 years of age and actively
lands:
uses
lowest
social
in Europe.
networks.
Online
That,
sales
along
grew
with an enthusiastic
8.9% in 2012 to reach €9.8 bn.
fervour for business enterprise, makes Turkey the ideal
In 2012 total B2C
e-sales had reached
€5.4 billion
50%
Half the
population
is under 30
years
country to promote e-commerce. The figures published
mostly include C2C e-commerce. In 2012 total B2C
e-sales had reached €5.4 billion, 75% up on 2011 54 .
53 ETID, the Turkish e-commerce association
54 Ecommerce Europe estimates
Greece
Greece is one of the fastest growing online markets in
Europe. The number of online buyers has now reached
1.9 million, up from 1.5 million (27%) in 2011. Each buyer
spent an average of over €1,500 last year, compared with
€1,200 in 2011. Total e-sales reached €2,900 million,
a 61% growth compared to 2011. Online sales have more
than tripled since 2009 55 .
For further in-depth information, Infographics and
Country profiles of other Southern Europe countries,
we refer to Ecommerce Europe’s regional report
covering Southern Europe.
The following table shows the 2009, 2010, 2011 and 2012
B2C e-sales per country, including goods and services,
in million euros and calculated at the 2012 average
exchange rate for comparison reasons. 56
55 ELTRUN, Athens University of Economics and Business,
December 2012
+500%
E-shoppers
growth since 2000
56 Ecommerce Europe research and estimates, 2012 exchange rates ECB
1,9 million
online buyers
€1,500
Average spend
per e-Shopper
61%
growth compared
to 2011

34
THE EMERGING MARKETS EUROPE B2C E-COMMERCE
COUNTRY 2009 2010 2011 2012
Austria 5,000 6,500 8,400 9,800
Belgium 2,825 3,200 4,000 4,800
CZ Rep 1,021 1,305 1,505 1,800
Denmark 4,299 5,374 6,180 7,388
Finland 3,635 4,000 4,500 5,400
France 25,000 31,000 37,700 45,000
Germany 30,000 35,200 41,100 50,000
Greece 800 1,200 1,800 2,900
Hungary 346 453 498 675
Ireland 2,130 2,960 3,700 4,600
Italy 5,772 6,779 8,052 9,582
Netherlands 7,400 8,200 9,000 9,800
Norway 5,926 6,421 7,197 7,900
Poland 2,019 2,509 3,346 4,181
Portugal 650 780 940 1,200
Romania 325 425 600 800
Russia 4,634 6,011 7,764 10,302
Slovakia 96 300 400 500
Spain 7,760 9,114 10,917 12,969
Sweden 5,055 5,744 6,434 7,238
Switzerland 5,559 6,886 7,882 9,100
Turkey 1,323 1,985 3,114 5,448
Ukraine 260 390 780 1,100
UK 61,415 72,515 84,107 96,193
Others 1,307 1,730 2,360 2,935
Total 184,557 220,981 262,276 311,611
Figure 23: E-commerce sales of goods and service in Europe per country 2009-2012, Ecommerce Europe 2013

FORECAST UP TILL 2016 EUROPE B2C E-COMMERCE 35
Forecast up till 2016
In the mature markets in Europe, notably the UK, the
Netherlands and Scandinavia, growth will slow down in
the coming years to between 10 and 13%. Ecommerce
Europe foresees a growth of 13% for the UK 57 in 2013.
For Germany 58 and France 59 we are forecasting an incre-
ase of around 20% in 2013. In South and Eastern Europe,
Ecommerce Europe expects to see continuing growth
figures of around 20% in Italy and Spain and around 30 to
35% in Russia and Turkey.
The chart shows Ecommerce Europe’s forecast for the
coming years up till 2016. Today the share of the three
leaders in Europe – the UK, Germany and France – is 61%
(70% of estimated B2C e-sales in the European Union).
This share will gradually decrease to around 55% in 2016,
under the influence of the further slowing down of e-sales
in the mature markets and the growth in other countries
and regions, in particular the South and the East of Europe.
Spain and Italy will undoubtedly catch up while in particular
Turkey and Russia will see a rapid rise in the number of
Internet-users and consequently the number of e-shoppers
in the coming years. Other countries to watch are Poland,
Ukraine, Romania and Czech Republic.
Decisive factors for such a growth will be growing
confidence in surfing on the Web, higher disposable
incomes and a further growth in fast, affordable mobile
Internet through smartphones and tablets.
FORECAST E-COMMERCE IN EUROPE 2016 IN BILLION EUROS
2011
2012
2013
2014
2015
2016
256
311
370
440
525
625
0 175 350 525 700
Figure 24: Forecast of e-commerce in Europe 2016, Ecommerce Europe, 2013
57 Source: IMRG, UK
58 Source: BVH, German association for e-commerce
59 FEVAD, French association for ecommerce

36
ONLINE PAYMENTS IN EUROPE EUROPE B2C E-COMMERCE
Online payments in Europe
The well-developed e-commerce sector in the mature
markets of Europe has resulted in a highly advanced
online payments landscape. Lacking the scale of a single
market like that in the US, the European situation has
set an example for many other fragmented regions in the
earliest stages of their development. Europe is a unique
region in this report, as it has participated in a long and
determined effort to integrate the EU member states into
a single market. We will refer to this effort as we discuss
the implications of the Payment Service Directive (PSD)
and SEPA – more specifically e-SEPA. 60
These are two important publicly led initiatives to
harmonize (online) payments in the region. A third public
force that is not to be underestimated is the constant
debate by policymakers, on national levels and on a
European level, about the topics of interchange and
surcharging. It goes beyond the scope of this report to go
into the details of these debates. It is our belief however,
that legal certainty on a business level is a precondition
for innovation in the payment industry. The current am-
biguity does not contribute to a decisive atmosphere.
Payment Services Directive
The Payment Services Directive, that was introduced in
2008, is still an important force that shapes the payment
landscape in the EU. The aim of the directive is to ensure
the user-friendliness, safety and efficiency of payments
60 Source, Innopay, Online payments report, 2012
throughout the European Union/European
Economic Area, in particular for credit transfers, direct
debit mandates, card payments, as well as for money
transfer services. One of the novelties in the PSD was the
system of licenses for payment service providers (PSP’s).
This lays down information requirements regarding pay-
ment services and lists the rights and obligations of both
PSPs and users.
The Single Euro Payments Area (SEPA)
The rate of change within the total European payments
industry is accelerating now the SEPA program is nearing
its completion, with end-dates being set for 2014. Under
the program, the European banks seek to harmonize
credit transfers, direct debits and card products across 32
European countries.
The SEPA vision is to abandon the concept of cross-
border payments and to treat Europe as a single domestic
region for payments. Every citizen and organization
should have access to the same payment instruments
throughout Europe. This vision was part of the European
Commission’s Lisbon Agenda, the effort to make Europe
the world’s most competitive economy.
The relevance for online payments lies mainly in the fact
that SEPA offers a set of payment instruments (namely
credit transfer and direct debit) that apply throughout the
SEPA region. Online payment methods that make use
of these instruments have by definition a pan-European
reach.

ONLINE PAYMENTS IN EUROPE EUROPE B2C E-COMMERCE 37
MyBank and SEPA
MyBank is an e-authorization method that will initially be
the core of an online payment scheme. User experience
in respect of this product will be fairly similar to the
Dutch iDEAL system. The EBA Clearing initiative is set
to create a completely new ‘e-authorization scheme’ that
will eventually support both SEPA Credit Transfers (SCT)
and SEPA Direct Debits (SDD), using the online banking
portal. The service will provide buyers and sellers from all
over Europe with the ability to exchange payment orders
and e-mandates directly through their online banking
portals. The new service will be made available for
banks and licensed payment institutions, in line with the
Payment Services Directive and the relevant regulatory
requirements. Banks and their customers will be able to
expand their businesses in the e-commerce market
via the SEPA-wide service based on the pan-European
interbank payment infrastructure.
MyBank is an e-authorisation solution offered by EBA
CLEARING which makes it easier and safer to sell and
buy goods and services over the Internet all across
Europe. MyBank is geared at facilitating the growth
of e-commerce in Europe and supports e-payments
based on the SEPA instruments.
By July 2013, only four months after the launch,
MyBank will count 42 participating banks from 3
different countries, namely Italy, France and Luxem-
bourg. These banks have started to offer the solution to
millions of online shoppers, which can use MyBank
to initiate SEPA Credit Transfers via their regular online
or mobile banking interface without the need to
disclose their personal bank account or payment
details to any third parties.
The MyBank E-mandate Pilot is scheduled to run from
October 2013 to February 2014. The pilot will involve
banks, service providers and corporates which will
ensure in co-operation that the different components
of the MyBank E-mandate solution work together
seamlessly before the solution will be rolled out. It is
expected that MyBank users will be able to create,
modify and cancel e-mandates for SEPA Core Direct
Debits by the beginning of next year.
Today, MyBank already enables the e-authorisation
of payments through mobile device browsers.
For the near future, it is planned that MyBank will also
support the usage of m-banking applications and of
m-shopping applications offered by merchants.
In March 2013, EBA CLEARING also launched the
MyBank Service Provider Program which supports
service providers in developing ready-to-use solutions
for merchants and banks all over Europe that wish to
implement MyBank.
Access to the payment account
A new development of which merchants have high expec-
tations is the concept dubbed by the European Central

38
ONLINE PAYMENTS IN EUROPE EUROPE B2C E-COMMERCE
Bank (ECB) ‘access to the account’. The idea of banks
opening up their payment accounts for third parties to
obtain information or even to initiate payments is inspiring
and could boost innovation. Access by third parties could
enable non-bank payment service providers to provide
information services and initiate payments outside the
context of today’s schemes through an arrangement that is
similar to an ‘API’. A situation where new payment products
can be established by individual entrepreneurs instead
of communities of cooperating banks could accelerate
product development and foster competition.
Ecommerce Europe, the association for online merchants
in Europe, welcomes any development that strengthens
innovation and competition in payments for consumer-
not-present contexts. Consumers can also benefit from
new information services that accompany their payment
accounts and new forms of payment initiation built on top of
SEPA instruments (such as SEPA Credit Transfers, SEPA
Direct Debits and the SEPA Cards Framework). Solutions
can be tailored to fit specific contexts, while leveraging
reach of the SEPA payment products.
Card-based payments and 3D secure
Cards remain the dominant payment instrument online
in Europe. This can be explained by the large reach they
offer, which is the first universal principle for merchants
when choosing payment options. In terms of conversion,
however, cards are suffering the inconsistence
with which issuing banks implement 3D Secure
solutions and an ‘unsafe’ image in the eyes of consumers.
Wallet solutions
Wallet solutions are a viable candidate to bridge the gap
between online, offline and mobile payment contexts and
to improve the usability of cards, because users do not
need to type in card credentials. They can be used both
on the Internet and in brick-and-mortar stores; different
funding sources provide consumers with the flexibility they
need and a uniform interface on the merchant side
enables merchants to rationalize payment options.
Although PayPal can be regarded as the dominant player
in this field, contesters like Google Wallet are warming up
to step into the arena.

CROSS-BORDER E-COMMERCE IN EUROPE EUROPE B2C E-COMMERCE 39
Cross-Border e-commerce in Europe
According to the latest figures of Eurostat (May 2013),
the level of cross-border online purchases indicates the
functioning of the EU single market for e-commerce and
the extent to which consumers make use of wider choices
and lower prices. The most recent figures, from May 2013,
do not include Croatia yet as a member of the EU 28.
Among individuals in the EU27 who bought or ordered
goods or services over the Internet in 2012, 11% bought
from sellers outside their country of residence, but within
the EU27. Cross-border EU purchases by individuals
were most important in either smaller member states such
as Luxembourg (60%) and Malta (38%) and Iceland (24%)
or in member states with strong regional or linguistic ties to
neighbouring countries such as Austria (35%), Norway
(30%), Finland (30%), Denmark (29%), Ireland (28%)
and Belgium (25%).
According to Ecommerce Europe estimates, the total
value of online traded goods (excluding e-services) in
and between EU27 countries was about € 160 billion.
Out of that total, an estimated 75% (€120 bn) is traded
domestically. According to Eurostat, about 25% 61 (€40 bn)
crosses borders between EU countries.
Figure 25:
Source: Eurostat: National and
cross-border purchases by
e-shoppers, May 2013
61 Eurostat: Survey on ICT usage in Households and by Individuals - Statistics in Focus 50/2012
% CROSS BORDER ORDERS OF INDIVIDUALS OF GOODS AND
SERVICES WITHIN EUROPE
European Union and Member States 2009 2010 2011 2012
European Union (27 countries) 8 9 10 11
Euro € Area (EA16-2010, EA17) 9 10 11 12
Belgium 17 20 24 25
Bulgaria 1 2 3 4
Czech Republic 2 2 5 5
Denmark 24 28 28 29
Germany 9 8 9 9
Estonia 6 8 10 11
Ireland 20 18 22 28
Greece 4 4 7 8
Spain 7 7 9 10
France 12 15 14 17
Italy 4 4 5 5
Cyprus 12 15 18 19
Latvia 7 7 8 13
Lithuania 3 3 5 6
Luxembourg 51 53 56 60
Hungary 2 3 4 5
Malta 29 35 38 38
Netherlands 12 12 14 14
Austria 27 29 32 35
Poland 2 2 2 2
Portugal 6 6 7 10
Romania 1 1 1 1
Slovenia 9 10 11 13
Slovakia 8 9 11 17
Finland 18 21 28 30
Sweden 10 13 16 19
United Kingdom 11 10 10 13
Iceland 20 18 19 24
United Kingdom 11 10 10 13
Iceland 20 18 19 24
Norway 26 29 30 30
Croatia 3 3 4 6

40
CROSS-BORDER E-COMMERCE IN EUROPE EUROPE B2C E-COMMERCE
€40bn
of online goods
is traded
cross-border
Comparing the value of estimated online cross-border
trade (€40 bn) and the estimated offline intra-EU trade
in the corresponding products categories (Eurostat/
COMEXT 2010 €491 bn), online cross-border trade
represents around 8% of all cross-border trade.
This indicates that although online orders for the specific
categories of goods constitute a relevant proportion of
physical cross-border trade in goods, the percentage is
still (far) below the goals set.

CROSS-BORDER E-COMMERCE IN EUROPE EUROPE B2C E-COMMERCE 41
Cross Border
Cross-Border
Opportunities
More Choice
Better Prices
Market Opportunities
Europe: A Market
of 800+ Consumers
Barriers and opportunities
The growth of e-commerce has made it much easier for
even smaller brands and retailers to trade outside their
domestic markets. However, while the infrastructure might
be there to support this, it can still take considerable invest-
ments of time and money to understand the intricacies of
doing business in different markets. Trading across borders
in other markets – even those that are close by – remains
a challenge for many smaller and medium-sized online
retailers, mostly due to cultural and perception issues.
Consumer behaviour has changed rapidly under the
influence of the further penetration of Internet and online
commerce. Today’s consumer is well-educated, uses the
Internet as an instrument to be informed and the Internet
gives him a unique opportunity to compare prices, review
offers and stores and to share his experiences with other
consumers. He or she has more control than ever before.
Contrary to popular opinion, Europe is still not a
homogenous market despite the 28-nation European
Union. Laws and regulations still differ in each market.
Languages are different, as are sensibilities and customs.
For instance, relatively few online shops sell across
the borders between Germany and France, despite their
close proximity to one another.
The reason for this is not merely a matter of language, but
that, for example, promotional campaigns designed
to influence German consumers will have little or no effect
on potential French consumers.
The Dutch do not expect to be addressed quite as formally
in promotional offers as the Germans do. Checks play a
small role in the German market, but they are still the most
popular method of payment in France. Italians pay a lot of
attention to personal contact. Another important barrier for
the development of pan-European e-commerce is the lack
of consumer confidence in buying from different countries.
Consumers are often unaware about procedures for
purchasing goods abroad and prefer to buy within their own
country, as they believe it is safer.
Language remains the number-one barrier. In the EU28, for
instance, there are 24 different languages and it is essential
to address consumers in their own language (with minor
exceptions). In the early days of the Internet, English was
the dominant language, both for the contents of websites
and for language of communication. At present, with the
growing use of the Internet, people are increasingly using
their own mother tongue when communicating on websites
or using social media.
In addition to the above-mentioned differences which are
of a more cultural nature, issues such as complex VAT
requirements, delivery and payment regulations make it
far from easy for traders to do business throughout the
European Union (EU), especially smaller and medium-sized
retailers.
The European Commission is aware of this, and has
unveiled The Digital Agenda in 2010, with Neelie Kroes
appointed as special Commissioner.
Cross Border
Barriers Perceived
Languages
Consumer Attitude
Legislation
Payment Options
Delivery Issues
Less Trust in Foreign
Sites

42
CROSS-BORDER E-COMMERCE IN EUROPE EUROPE B2C E-COMMERCE
VAT
Treshold varies
between 35-100K
in EU.
Value Added Tax in the European Union
The payment of VAT by online retailers is a tricky issue,
although the principles are simple. VAT is chargeable on
goods sold within a country using e-commerce or distance
selling methods (e.g., mail order). If goods are shipped
by the retailer from one EU member state to another,
the VAT remains applicable when the customer is either
a private person or a company not registered for VAT in
his/its home country.
Smaller businesses can simply charge their national
VAT rate until a value threshold is reached, above which
VAT must be charged at the national rate of the member
state of the recipient.
VAT of the Member State of destination is applied if sales
in that Member State exceed a certain threshold, which
varies between €35,000 and €100,000 or the equivalent
in the national currency. For the threshold applicable in
each Member State, see the Commission’s information
document 62 .
These thresholds are not applicable to goods containing
alcohol. For instance, an online retailer selling wines to
private persons should charge the VAT applicable in the
country of destination right from the initial sale.
Even if the threshold is not exceeded, traders can still
opt to register for VAT in the Member State of the
consumer and charge the VAT applicable in that country.
It may be a commercial advantage if the VAT rate
62 “VAT in the European Union” or “Thresholds”.
applicable in the country of destination is lower than the
rate in the traders’ country.
For instance: the threshold is €100,000 in France,
Germany, the Netherlands and Austria, €35,000 in most
other countries like Spain, Italy, Portugal and Finland,
and £70,000 in the UK.
Online retailers need to register in each of the countries
where they have private customers and pay VAT to the
national authorities. So a retailer charges the VAT rate
of his country until his foreign sales have reached the
threshold applicable in his own country, after which point
he would charge 21% to Belgium and the Netherlands,
19.6% to France, etc. (See the applicable VAT rates in
the EU Member States.)
An example: the threshold in Luxembourg is €100,000
euro. The online retailer needs to register for VAT when
in a given year the total sales to private persons in
Luxemburg exceed this amount.
The trader can also opt to register right from the first sale
to a private person, which would mean that the customer
does not have to pay 21% (if the trader is based in the
Netherlands or Belgium) or 27% VAT (if the trader is
located in Hungary), but only 15%, the applicable VAT
rate in Luxembourg.
Quite a difference for the consumer! It is the trader’s
commercial decision whether he chooses to register
separately in each member state concerned. These VAT
rules only apply in the 28 Member States of the EU 63 .
63 Source: VDFR VAT Management
21%
VAT-rate in
Belgium and the
Netherlands
27%
VAT-rate
Hungary
19.6%
VAT-rate
in France
15.0%
VAT-rate
in Luxembourg

THE EUROPEAN UNION (EU) – A BRIEF OVERVIEW EUROPE B2C E-COMMERCE 43
1957
Foundation year of
the European Union
The European Union (EU) – A Brief
Overview
The EU is an economic and political partnership between
28 European countries that together comprises about
40% of the continent.
The EU was created in the aftermath of the Second World
War. The first steps were to foster economic cooperation,
the idea being that countries that trade with one another
become economically interdependent and will there-
fore be more likely to avoid conflict. The result was the
European Economic Community (EEC), initially formed in
1957. Since then, a huge single market has been created
and aims to develop its full potential.
The founding members of the EU in 1957 were Belgium,
France, Germany, Italy, Luxembourg and the Netherlands.
In 1973 Denmark, the UK and Ireland joined, followed in
1984 by Greece, in 1986 by Spain and Portugal, and in
1995 by Finland, Sweden and Austria. Then, following
the collapse of their regimes in 1989, eight countries from
Central and Eastern Europe (Czech Republic, Estonia,
Hungary, Latvia, Lithuania, Poland, Slovakia and
Slovenia) and Cyprus and Malta became EU members
in 2004, followed by Bulgaria and Romania in 2007.
Croatia joined the EU as its 28th member on 1 July 2013.
Candidate countries are Iceland, Montenegro, the former
Yugoslavian Republic of Macedonia and Turkey.
Potential candidates for membership are Albania, Bosnia
and Herzegovina and Kosovo.
What began as a purely economic union has evolved into
an organisation spanning policy areas that range from
agriculture, through consumer protection and the informa-
tion society to transport and travel. A name change from
the EEC to the European Union (EU) in 1993 reflected
this. The EU is based on the rule of law: everything that it
does is founded on treaties, voluntarily and democratically
agreed by all member countries. These binding agree-
ments set out the EU’s goals in its many areas of activity.
The EU has delivered half a century of peace, stability
and prosperity, helped to raise living standards and
launched a single European currency, the euro.
The objective of the Single European Market (SEM) –
the EU’s main economic engine – is to enable goods,
services, money and people to move freely within the EU.
Another key objective is to develop this huge resource to
ensure that Europeans can draw the maximum benefit
from it.
As it continues to grow, the EU remains focused on
making its governing institutions more transparent and
democratic. More powers are being given to the directly
elected European Parliament, while national parliaments
are being given a greater role, working alongside the
European institutions. In turn, European citizens have an
ever-increasing number of channels for taking part in the
political process.
28 countries
Member of the
European Union
as of July 1, 2013

44
THE EUROPEAN UNION (EU) – A BRIEF OVERVIEW EUROPE B2C E-COMMERCE
The European Union – Economic Outlook
According to the recent 2012 Employment and Social
Developments in Europe Review, unemployment in
Europe is soaring, household incomes have declined and
the risk of poverty or exclusion is on the rise. These
conditions – exacerbated by five years of economic crisis
and the return of a recession in 2012 – were especially
prevalent in southern and eastern European Union
countries. Analysis shows how appropriate labour market
reforms and improvements in the design of welfare systems
can increase member states’ resilience to economic
shocks and facilitate a faster exit from the crisis.
According to Commissioner Andor, Europe probably
wouldn’t see much improvement in 2013 “unless it
achieves greater progress also on credibly resolving the
euro crisis, finding resources for much needed investment,
including in people’s skills, employability and social
inclusion and making finance work for the real economy.”
According to the most recent forecast, the EU Commission
expects economic activity to gradually accelerate.
The pick-up in growth will initially be driven by increasing
external demand. Domestic investment and consumption
are projected to recover later and by 2014, domestic
demand is expected to take over as the main driver of
strengthening GDP growth.
The weakness of economic activity towards the end
of 2012 has proved to be a low starting point for 2013.
Combined with a more gradual return of growth than
earlier expected, this leads to a projected low annual GDP
growth in 2013 of 0.1% in the EU and a contraction of
-0.3% in the euro area. Quarterly GDP developments are
somewhat more dynamic than the annual figures suggest,
and GDP in the fourth quarter of 2013 is forecast to be
1.0% above the level reached in the last quarter of 2012
in the EU, and 0.7% in the euro area.
While risks to the growth outlook are still predominantly
in a downward direction, the risk distribution has become
substantially more balanced. The effective implementation
of policies to reinforce the Economic and Monetary Union
and foster the necessary adjustments is critical in order to
keep the risk of another aggravation of the sovereign-debt
crisis at bay. Other downside risks relate to labour market
weakness feeding back into domestic demand and
slowing reform momentum as well as the still large
medium-term budgetary challenges in the US and Japan.
Upside risks to GDP growth could materialise if progress
with crisis resolution and structural reforms is faster and/
or the return of confidence stronger than expected.
Risks to the inflation outlook appear balanced. (EU Winter
Forecast 2012 – 2014, published on 22 February 2013).
The European Union – About the euro
As already mentioned above, in 1999, the European
Union took a large step towards a unified Europe.
11 countries formed an economic and political struc-
ture within the European states. Membership to the EU
became something to aspire to, as the organisation gave
0.1%
Projected growth
of GDP in
Europe in 2013
-0.3%
Projected growth
of GDP in € area
Europe in 2013
€

THE EUROPEAN UNION (EU) – A BRIEF OVERVIEW EUROPE B2C E-COMMERCE 45
significant support and financial aid to countries capable
of meeting the required criteria. Each member of the
Euro-zone was to share the same currency, known as the
Euro, which was to replace their own individual monetary
units. These countries only started using the Euro as the
official currency in early 2002.
Using a single currency in all of the 23 participating
countries does simplify life for travellers somewhat.
The 23 countries are:
1. the original 11 countries of the EU: Austria, Belgium,
Finland, France, Germany, Ireland, Italy, Luxembourg,
Netherlands, Portugal, Spain
2. Since the introduction of the Euro, 12 more countries
have started using the Euro as formal currency. These
countries are: Andorra, Cyprus, Estonia, Greece,
Kosovo, Malta, Monaco, Montenegro San Marino,
Slovakia, Slovenia, Vatican City
3. Lithuania aims to introduce the euro in 2015
Technically speaking, Andorra, Kosovo, Montenegro,
Monaco, San Marino and Vatican City are not members
of the European Union. However, they have found it
beneficial to adapt to the new currency regardless.
A special agreement has been reached with these
countries that allows them to issue Euro coins with their
own national emblems. The Euro currency is currently
one of the world’s most powerful currencies.
The history of the exchange rate of the euro against
the US dollar has been turbulent. When the euro was
introduced the average exchange rate against the US
dollar in 1999 was 1.0658. In January 2002, a euro was
worth a little more than $0.90. By the end of 2007 its
value had skyrocketed to $1.4708.
In the years up until 2013 the euro mostly feel in value
following concerns about Eurozone financial troubles.
Near the end of March 2013 the exchange rate stood at
$1.2964.
The following table shows fluctuations in the value of the
euro against the US dollar and some other currencies
(source ECB):
THE FOLLOWING TABLE SHOWS FLUCTUATIONS IN THE VALUE OF THE EURO
AGAINST THE US DOLLAR AND SOME OTHER CURRENCIES (SOURCE ECB):
2007 2008 2009 2010 2011 2012
EUR/USD 1.3705 1.4708 1.3948 1.3257 1.3920 1.2848
EUR/GBP 0.68434 0.79628 0.89094 0.85784 0.86788 0.81087
EUR/JPY 161.25 152.45 130.34 116.24 110.96 102.49
EUR/RMB 10.4178 10.2236 9.5277 8.9712 8.9960 8.1052
Figure 26: Fluctuations in the value of the euro against the US dollar and other currencies, ECB

46
THE EUROPEAN UNION (EU) – A BRIEF OVERVIEW EUROPE B2C E-COMMERCE
Neeli Kroes
The European Union – The Digital Agenda
High-speed Internet for all - including on mobile phones -
and lower consumer prices are the main highlights of
the European Commission’s digital agenda, a five-year
plan to ensure higher connectivity for EU citizens and
business.
The Digital Agenda aims to deliver benefits to consumers
and businesses based on ultra-fast Internet connections
and interoperable applications.
The European Commission’s blueprint, unveiled in
2010, aims to provide broadband Internet access for all
citizens by 2013, with access to much higher Internet
speeds (30 Mbps or above) for all by 2020. By that time,
the Commission hopes at least half of European
households will subscribe to Internet connections above
100 Mbps.
To underline the importance of Information and
Communication Technologies (ICT) in boosting EU
competitiveness, Neelie Kroes (picture) was appointed
as special Commissioner dedicated to the “Digital
Agenda” in February 2010.
The key policy areas of this ambitious five-year plan:
▪ Create a new single market to remove all barriers to
cross-border trade and licensing, simplify copyright
clearance, complete the Single European Payment Area
and boost the allocation of spectrum to new services
such as mobile applications;
▪ Improve ICT standard-setting and interoperability by
reviewing the European Interoperability Framework;
▪ Improve trust and security to tackle cybercrime, sexual
exploitation and review of the data protection framework
to protect consumer rights;
▪ Increase access to fast Internet and aid the roll-out of
fixed and wireless networks;
▪ Boost research and innovation by upping the ICT R&D
budget by 20% annually;
▪ Raise the level of digital literacy by promoting e-skills
initiatives, and
▪ Invest in smart technology to reduce energy
consumption and help ageing citizens, among others.
The European Commission launched the Digital Agenda
for Europe in order to strengthen the internal market.
In chapter 2 of the Digital Agenda, the Commission
outlines its plans to create a vibrant single digital market.
Ecommerce Europe has welcomed the efforts of the
European Commission in this area and wishes to contribute
to this important effort. However, while e-commerce has
grown spectacularly over these past two decades, the EU
has not yet taken full advantage of the benefits provided
by the Single Market. There are still barriers to further
growth in cross-border activities. An important barrier
remains the regulatory framework in Europe. Europe is
still a patchwork of national markets and the absence of a
truly harmonised regulatory framework in Europe hinders
the further development of cross-border e-commerce and
undermines consumer trust. Ecommerce Europe is in

THE EUROPEAN UNION (EU) – A BRIEF OVERVIEW EUROPE B2C E-COMMERCE 47
constant dialogue with the Commission on the steps that
need to be taken to create an effective, flexible and
efficient regulatory framework that stimulates trust in
(cross-border) e-commerce transactions.
The Digital Agenda is an important initiative for
e-commerce. Ecommerce Europe also welcomes
further initiatives: the E-commerce Directive,
E-commerce Action Plan and the Retail Action Plan.
All policy initiatives to support e-commerce and
increase the market for cross-border market purchases:
the next frontier to be crossed.
There is, however, still a lot of room for improvement.
And improvement should not always be realized by
formal legislation, since self-regulation has been key
to the success of e-commerce both on a national level
and on a European level. In many cases, self-regulation
is preferable to formal legislation.
Besides our desire to achieve an integrated digital
single market, Ecommerce Europe stresses that growth
can be obtained by boosting consumer trust and
offering merchants a variety of payments solutions.
This will improve the reach, conversion and result in
lower costs for merchants and consumers. In the field
of logistics we seek better access for sme’s in the
EU-parcel market.
As an association, Ecommerce Europe’s policy efforts
are supported by its three committees for e-regulation,
e-payments and e-logistics.

48
EUROPEAN MEASUREMENT STANDARD FOR ECOMMERCE (EMSEC) EUROPE B2C E-COMMERCE
European Measurement Standard for
Ecommerce (EMSEC)
EMSEC aims to provide guidelines to measure and
monitor B2C e-commerce in order to enable all European
countries to provide data with respect to the penetration of
B2C e-commerce in a standardised way.
All Ecommerce Europe figures and estimates are based
upon the EMSEC, unless otherwise noted 64 . The EMSEC
agrees with data and research by GfK.
The EMSEC reports on sales figures for the total B2C
e-commerce in Europe and in country profiles based on
total sales of goods and services. Total sales of goods
and services are based according to the areas/sectors/
classification of areas and sectors as laid down in table 1
below
All data are reported in the national currency of the
country involved and are converted into euros according
to the average (annual) rate of exchange as provided by
the European Central Bank (ECB).
Growth rates are calculated and measured by the B2C
e-commerce sales in national currency.
Definition of B2C e-commerce sales
B2C (Business-to-Consumer) e-commerce is the
Internet-facilitated activity that involves transactions
between businesses and consumers via either a
multichannel approach using a combination of channels
such as shop, catalogue, Internet, e-mail, telephone or an
online-only (pure play) approach by companies that
originated – and do business – purely using the Internet
as a medium without a physical (brick-and-mortar) store.
B2C e-commerce transactions include goods as well as
services, online sales for which payments are made
‘’online” as well as “offline’’, Value Added Tax (VAT)
or other sales tax and Apps, but exclude returns and
delivery costs.
Classification of B2C Ecommerce
The following classification in Table 1 below provides
an overview of areas and sectors included in EMSEC and
are in line with GfK classification.
For a more specific overview see Table 1).
Excluded from EMSEC
Online purchases of the following items are excluded from
EMSEC:
- Transactions between private individuals/consumers
(C2C) such as auctions and marketplaces
- Transactions between business (B2B)
- Online gambling and gaming
- Car and motor vehicles
- Houses and real estate
- Utilities (e.g. water, heating, electricity)
- Mortgages, loans, credit cards, overdrafts
- Savings accounts, funds, stocks & shares, bonds,
life assurance, pensions, adult entertainment industry
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
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 B2C E-COMMERCE 49
Table 1
AREA SECTORS INCLUDED IN EMSEC
Fashion and Personal Lifestyle • Clothing
• Shoes and Footwear
• Jewellery
• Watches
• Luggage
• Accessories
Food & Near Food/Health • Food
• Drinks and beverages, Beer, Wine and other Alcoholic Beverages
• Fresh products
Home • Food equipment
• White goods
• Furnishing
• Home textiles
• Household products
• Lighting
• Garden/Home improvement
Sport/Toys • Sports
• Toys
Consumer Electronics • Photo, audio and video equipment
• Car electronics such as navigation, audio etc.
Tech/IT/Office • IT hardware (pc’s, laptops, tablets)
• Computer software
• USB sticks, DVD/CD-recordable, ink cartridges.
• Accessories
Media and Entertainment (excluding books) • Music
• DVD/Video/Blu-ray
• Consoles & Video games
• Downloads (streaming services like iTunes)
Books • (E-)Books/Magazines/Newspapers/Downloads
Telecom • Phone
• Subscription
• Accessories
• Apps
Travel • Package travel and private transport
• Hotel Reservations
Event tickets • Sports, Concerts etc.
• Flight, train and other transport tickets
• Cinema and Theatre
Insurances • Car, living and home insurances, including the premiums of old/former
insurances.
Others • All others

50
HOW TO GET INVOLVED? EUROPE B2C E-COMMERCE
Memberships, Partnerships, Round Tables, Reports & more
Ecommerce Europe is the association representing
4.000+ companies selling products and/or services online
to consumers in Europe. Founded by leading national
e-commerce associations, its mission is to advance the
interests and influence of e-commerce in Europe through
advocacy, communication and networking.
Who can be involved?
1
2
3
4
5
E-commerce associations, voting members of
Ecommerce Europe: association membership
Companies selling products and/or services online:
EU webshop register / company membership
Preferred suppliers to the European e-commerce
industry: business partnership
Organizations and NGO’s related to e-commerce
industry: associative partnership
European institutions, consumer organizations and
stakeholders: partners for dialogue
Why get involved?
Be a part, get involved or stay informed on public
affairs initiatives that define your business.
Take advantage of research publications, receive B2C
Ecommerce Reports for free.
Learn from position papers, webinars and white
papers by leading e-commerce associations, companies and
preferred business partners.
Show you’re engaged by displaying the Ecommerce Europe
member or business partner logo.
Network, meet and greet with colleagues at Round Tables
sessions in European capitals and at the yearly Global
E-commerce Summit.
What’s in it for B2C online
retailers of goods and services?
EU Webshop Register
Cross-border webshops are B2C companies selling
products and/or services online to consumers in
Europe. The EU Webshop Register is open to all B2C
online companies, free of charge.
Benefits EU Webshop register includes:
1 Free registration in EU Webshop Register
1 Free Regional Report of your choice
Free Ecommerce Europe Newsletter
Company Members
Ecommerce Europe Company Members
are B2C companies selling products and/
or services online to consumers in Europe.
Company membership is open to all B2C online
companies at € 950 per year.
Benefits for Company Members include:
Exclusive Ecommerce Europe Member logo
for your website
Yearly European B2C Ecommerce Report (€2.950)
1 Full Conference Package Global E-commerce Summit
(€1.295)
Free entrance to Ecommerce Europe pre-conferences
Free entrance to Round Table meetings in 8 European cities
Pro-active involvement white papers and position papers
Open to attend Ecommerce Europe Working Committee’s
National Associations

HOW TO GET INVOLVED?
Business partners
Ecommerce Europe business partners are the preferred
suppliers of the European e-commerce industry.
The cost is € 8,500 per year upon balloting.
Benefits for preferred business
partners include:
Exclusive Ecommerce Europe business partner logo
Yearly European B2C Ecommerce Report (€2.950)
5 Regional Reports on European B2C Ecommerce (€3.950)
2 Full Conference Packages Global E-commerce Summit
(€2.590)
Free entrance to 3 Ecommerce Europe pre-conferences
Free entrance to Round Table meetings in 8 European cities
Pro-active involvement white papers and position papers
Ecommerce Europe business partners
E-commerce Reports 2013 Around the World
Ecommerce Europe publishes various reports on B2C
e-commerce around the world. Free light version
downloads are available at www.ecommerce-europe.eu.
Reports include country profiles, trends and Infographics.
European B2C Ecommerce Report 2013: €1,950
Regional B2C Ecommerce Reports 2013: €790
Western Europe: BeNeLux, Fra, Ire, UK
Central Europe: Aus, CR, Germ, Hun, Pol, Swi, e.o.
Southern Europe: Gre, It, Port, Spa, Turk, e.o.
Northern Europe: Den, Est, Fin, Lat, Lith, Nor, Swe, e.o
Eastern Europe: Bul, Rom, Rus, Ukr, e.o.
Global B2C E-commerce Report 2013: €2,450
Regional / continental reports: €950
North America: Can, Mex, USA
Latin America: Arg, Bra, Chile, e.o.
Asia-Pacific: Aus, Chin, Indo, Jap, SK, e.o.
MENA Region: Middle East,North Africa
BRIC countries: Bra, Rus, Indon, China, e.o.
All-in-One Ecommerce Report Packages
European Report + 5 Regional Reports Europe: €2,950
European and Global Reports + 5 Regional Reports
Europe + 5 Continental Reports: €4,950
Taylor-made reports are available upon request.
Mail to: research@ecommerce-europe.eu.
EUROPE B2C E-COMMERCE 51

52
ABOUT ECOMMERCE EUROPE REPORTS EUROPE B2C E-COMMERCE
About Ecommerce Europe Reports
This Europe B2C Ecommerce Report 2013 focuses on
facts, figures, trends and forecasts for Europe (including
the 28EU member countries).
Ecommerce Europe also publishes 5 regional reports
covering the various European regions: North, Central,
West, East and South. Further, Ecommerce Europe
publishes the Global B2C Ecommerce Report 2013 as
well as special reports focusing on continents, regions
and interesting economic entities around the world.
This European Report, the various regional reports and
the Global Report focuses on facts, figures, trends and
forecasts and includes Infographics and Country Profiles.
Infographics are brief summaries of country profile
information. All regional reports contain in-depth Country
Profiles. These profiles contain a overview of the country
and currency as well as of B2C e-commerce data, trends
and analyses, the economic outlook and key economic
indicators such as population, inflation, unemployment,
gross domestic product (GDP) and comparisons of online
goods sold in comparison with retail sales of goods.
EUROPE 2012 Key data at a glance
West 160.8 bn + 15.8%
Central 76.3 bn + 20.5%
South 32.4bn + 29.3%
North 28.5 bn + 17.0%
East 13.6 bn + 33.0%
+19%
2, ,
+18%
jobs directly or indirectly via e-commerce
550,000
estimated online businesses
3.5 billion
number of parcels annually (e)
UK,
Germany, France
61% of total
e-commerce sales
in Europe
Average spend per
e-Shopper
100%
64%
48%
€1,243
820 million
people live in Europe.
529 million
people use the internet.
250 million
people are e-shoppers.
Turnover
technical
consumer
goods on
internet +9.1%
5.5%
(€17bn)
Estimated
M-commerce
5,5%
(€17bn)
Europe
EU28
312 bn 277 bn
Total B2C e-sales 2012 of goods and services
1
Top 5 E-commerce countries in
turnover (EUR million)
€16.0trn
GDP 2012
3.5% Contribution Internet Economy to GDP
2 3 UK 96,193
German 50,000
France 45,000
Spain 12,969
Russia 10,302
5%
estimated share
Top 5 emerging countries in % growth
Turkey
Greece
Ukraine
Hungary
Romania
75%
61%
41%
35%
33%
€110bn
online travel
of online retail
in total retail
“350 million social media users”
European B2C Ecommerce report 2013 ©
www.ecommerce-europe.eu
Info: research@ecommerce-europe.eu
Figures and data in compliance with GfK
In cooporation with Salesupply and hybris
Ecommerce Europe’s reports on B2C e-commerce 2013
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ABOUT THE AUTHORS EUROPE B2C E-COMMERCE 53
About the authors
Editor: Wijnand Jongen
Wijnand Jongen MBA (1959) is managing director of
Thuiswinkel.org, the sector organization for online
retailing in the Netherlands. He is Vice-President and
Chairman of the Executive Committee and Member of the
Board of Directors of Ecommerce Europe, the association
for online retailing and web merchants in Europe. He is
also Chairman of the Statistics & Research Board
of Ecommerce Europe.
Jongen is a member of FIRAE, the association of global
retail association executives. He is Chairman of the
e-Marketing & Distance Selling chair of the Erasmus
University of Rotterdam. He holds office in various other
executive (inter)national committees.
On 27th April 2006 Wijnand Jongen was elected
DM (Direct Marketing) Man of the Year 2006 in the
Netherlands.
Author: Aad Weening
Aad Weening (1941) has been involved in distance
selling and retail practically all his working life. From 1966
until 1979 he worked at a professional secretariat agency
offering legal and economic advice as well as lobbying
services for 10 trade sectors. From 1979 he managed
the Dutch Mail Order Association (today Thuiswinkel.org),
where he was involved in the changes in the postal area
in the Netherlands first, later also on a European level.
Between 1993 and 2006 he served as Secretary General
of the European Distance Selling Trade Association
(EMOTA) in Brussels. He represented the sector towards
the European institutions on legal and other issues,
including consumer protection and postal services.
Currently Weening is Senior Advisor for International
Ecommerce at Ecommerce Europe. Weening is the
author of a number of reports with respect to data and
trends in B2C e-commerce, containing in-depth research
of global trends and identifying markets in e-commerce.

54
METHODOLOGY, ACKNOWLEDGEMENTS AND SOURCES
Methodology, Acknowledgements and Sources
This report could only be realised by consulting a great
many sources, available in the various countries and
regions in Europe and around the globe. The wide variety
of sources include public domain publications, blogs,
websites, industry and financial specialist publications, re-
gional and local news, annual reports, press releases, etc.
etc. Sometimes the information sourced are contradictory.
Sometimes different figures and data were given by diffe-
rent sources within the same country, f.e. due to different
definitions. In our reports and country profiles we have
mentioned different sources, definitions and the different
outcomes of such reports, studies and interpretations.
This report is meant solely for use by the recipient and is
not for circulation. This report is based on information that
we consider reliable, but we cannot vouch for its being ac-
curate or complete, nor should it be relied upon as such.
Opinions expressed are our current opinions as of the
date of this report.
The sources consulted include, but are not limited to:
(Inter)national Associations
Adigital (Spain)
BeCommerce (Belgium)
BvH (Germany)
Ecommerce Europe
Distansehandel Norge (Norway)
ETID (Turkey)
FDIH (Denmark)
FEVAD (France)
KAUPPA (Finland)
National Retail Federation (USA)
Netcomm (Italy)
Retail Excellence (Ireland)
Shop.org (USA)
Sdh (Sweden)
Slovak Association for e-commerce (Slovak Republic)
Thuiswinkel.org (the Netherlands)
VSV (Switserland)
Corporate sources
Allegro Group
A.T. Kearney
Boston Consulting Group
comScore
Deloitte
DHL
Digital Hub Development Agency (DHDA)
EHI Retail Institute
ELTRUN, Athens University
European Commission
Facebook
Forrester
GfK
Google
hybris
IRMG
Innopay
National and Central Banks
EUROPE B2C E-COMMERCE
Offices of National Statistics
Planet Retail
Red.es
SaleSupply
VDFR VAT Management
Publications
eMarketer
e-commercefacts.com
Eurostat
Internet Retailing
Other sources
Digital Hub Development Agency (DHDA)
EHI Retail Institute
ELTRUN, Athens University
European Commission
Eurostat
European Central Bank (ECB)
European Banking Association (EBA Clearing)
International Monetary Fund (IMF)
International Telecommincations Union (ITU)
Internetworldstats
National and Central Banks
Offices of National Statistics
The Heritage Foundation
United Nations (UN)
World Factbook
World Economic Forum
Ystats

EUROPE B2C E-COMMERCE

Ecommerce Europe
Rue d’Accolay 15 box 6
B-1000 Brussels - Belgium
Tel: +32 (0) 2 502 31 34
Website: www.ecommerce-europe.eu
Contact us at:
info@ecommerce-europe.eu
For reports: research@ecommerce-europe.eu
Twitter: @Ecommerce_eu
EUROPE B2C E-COMMERCE