Europe B2C Ecommerce Report 2013

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