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