Europe B2C Ecommerce Report 2013

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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 smartphoneowners 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 shoppers 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 million 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
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Page 3 and 4: COLOFON EUROPE B2C E-COMMERCE 3 Eco
Page 5 and 6: PREFACE EUROPE B2C E-COMMERCE 5 Pre
Page 7 and 8: EUROPE: A BRIEF INTRODUCTION EUROPE
Page 9 and 10: EUROPE B2C ECOMMERCE 2012 EUROPE B2
Page 11 and 12: EUROPEAN REGIONS AT A GLANCE EUROPE
Page 13 and 14: EUROPEAN REGIONS AT A GLANCE EUROPE
Page 15 and 16: EUROPEAN E-COMMERCE, GOODS AND SERV
Page 17 and 18: EUROPEAN E-COMMERCE FROM A GLOBAL P
Page 19 and 20: EUROPEAN E-COMMERCE FROM A GLOBAL P
Page 21 and 22: INTERNET ACCESS AND (MOBILE) USAGE
Page 23 and 24: INTERNET ACCESS AND (MOBILE) USAGE
Page 25 and 26: THE MATURE MARKETS EUROPE B2C E-COM
Page 27: THE MATURE MARKETS EUROPE B2C E-COM
Page 31 and 32: THE EMERGING MARKETS EUROPE B2C E-C
Page 33 and 34: THE EMERGING MARKETS EUROPE B2C E-C
Page 35 and 36: FORECAST UP TILL 2016 EUROPE B2C E-
Page 37 and 38: ONLINE PAYMENTS IN EUROPE EUROPE B2
Page 39 and 40: CROSS-BORDER E-COMMERCE IN EUROPE E
Page 41 and 42: CROSS-BORDER E-COMMERCE IN EUROPE E
Page 43 and 44: THE EUROPEAN UNION (EU) - A BRIEF O
Page 49 and 50: EUROPEAN MEASUREMENT STANDARD FOR E
Page 51 and 52: HOW TO GET INVOLVED? Business partn
Page 53 and 54: ABOUT THE AUTHORS EUROPE B2C E-COMM
Page 55 and 56: EUROPE B2C E-COMMERCE

Europe B2C Ecommerce Report 2013

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