b2c Ecommerce Report Western Europe Light

Facts, Figures & Trends of 2012 and Forecast 2013 of the Western European B2C E-commerce Market
Including Infographics and Country Profiles of Leading and Emerging E-commerce Markets in Western Europe
www.ecommerce-europe.eu
Western Europe B2C E-commerce Report 2013
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Facts, Figures & Trends of 2012 and Forecast 2013 of the Western European B2C E-commerce Market
Including Infographics and Country Profiles of Leading and Emerging E-commerce Markets in Western Europe
Western Europe B2C E-commerce Report 2013
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Ecommerce Europe www.ecommerce-europe.eu
Table of Contents
PREFACE page 4
ABOUT ECOMMERCE EUROPE page 5
OUR REPORT PARTNERS page 6
MEDIA PARTNERS page 7
WESTERN EUROPE IN BRIEF page 10
Introduction page 10
Demographic Indicators page 11
Economic Indicators page 12
Share in Europe page 13
Online share and growth page 14
Online expenditure page 15
B2C Ecommerce overview page 16
WESTERN EUROPEAN COUNTRIES page 17 103
Belgium page 17
France page 34
Ireland page 51
Netherlands page 68
United Kingdom page 87
HOW TO GET INVOLVED page 104
BUSINESS PARTNERS page 107
MEDIA PARTNERS page 106
JOING ECOMMERCE EUROPE
page 107
MORE REPORTS ON B2C ECOMMERCE
page 108
EUROPEAN MEASUREMENT STANDARD
OF B2C ECOMMERCE (EMSEC)
page 109
DEFINITIONS page
111
METHODOLOGY, ACKNOWLEDGEMENTS
AND SOURCES
page 114
ABOUT THE AUTHORS
page
115
B2C ECOMMERCE IN EUROPE AT A GLANCE page 116
COLOPHONE page 117
Ecommerce Europe www.ecommerce-europe.eu Page 3
Franois Momboisse
President of Ecommerce Europe
Western Europe B2C Ecommerce
Preface
B2C e-commerce in Western Europe is developing extremely
well. In 2012 the total B2C e-commerce turnover, including
online retail goods and services such as online travel bookings,
events and other tickets, downloads etc., grew by 20.7% to
reach nearly 158 bn. Ecommerce data in Ecommerce Europe
reports are based on the European Measurement Standard for
B2C Ecommerce (EMSEC).
This Western European B2C Ecommerce Report 2013 focuses on
facts, figures, trends and forecasts for the Western European
region. Ecommerce Europe is also publishing regional reports
covering the other European regions: North, Central, East and
South. In this report we compare key e-commerce and other
data from Belgium, France, Ireland, the Netherlands and the UK.
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.
Ecommerce Europes 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 best possible decisions in support of
their strategy to expand their business into new markets.
Brussels, December 2013
Wijnand Jongen
Vice-President and Chair of
the Executive Committee
About Ecommerce Europe
Ecommerce Europe
Ecommerce Europe was founded by leading national e-commerce associations
across Europe. Ecommerce Europe represents 4.000+ companies selling products
and/or services online to consumers in Europe.
Mission
To advance the interests and influence of e-commerce in Europe through
advocacy, communication and networking.
Goals
Enhance the success of the European B2C e-commerce industry;
Provide for a strong and effective representation of B2C e-commerce industry
in Brussels;
Advance the interest of B2C e-commerce industry with relevant stakeholders
and institutions;
In an environment where e-commerce companies feel at home;
With new brand recognition and membership engagement at all levels.
National Associations
Ecommerce Europe welcomes and invites national associations in EU member
states and EFTA countries representing (part of) the e-commerce B2C industry in
their domestic market to join the association.
National Associations:
Pontus Kristiansson
Vice President EMEA RichRelevance
Mobile commerce is booming
The mobile phone is no longer used for orientation alone. Also for actual buying
the small screen is used increasingly. Mobile commerce is in several countries
now well above 10% of ecommerce. The UK is leading the way but The
Netherlands and France are not far behind. The iPad is a very popular device in
Western Europe. The iPad represented 82% of all mobile shopping in the UK in
2012. The most important device to optimize for as a result is the iPad.
Omni-channel, the next wave
Omni-channel is seen as very important. Western European retailers are
investing strongly in giving consumers a consistent view across all channels.
This is turning into a self-fulfilling prophecy. The consumer has started to use
different channels and retailers have therefor invested more in these channels.
Now more consumers are expecting an omni-channel experience forcing more
retailers to follow. What we see is that retailers which are falling behind in this
trend are having a very hard time to catch up.
UK interesting start for American retailers
The UK forms as a very interesting launch market for the USA. Not only the
language is (more or less) the same but also the culture is not too different. In
addition the average order value in the UK remains higher than in other
European countries. The UK consumer buys more items which are more
expensive.
Western Europe: still going strong
Western Europe is maturing but still a very attractive market
However other countries should not be ignored. The Dutch average order value
is much lower than in the UK but the Dutch understand English rather well. The
Netherlands has a very high number of shops (estimated to be as much as
50.000) and several of their retailers are in the European top 100 online retail
list.
France catching up very quickly
France was a laggard regarding ecommerce till a few years ago. This was mainly
caused due to their Minitel system. This predecessor online information and
ordering system hindered the adaptation of the Internet. However, it also
created the conditions for a rapid catch. The French consumer is ready to buy
online. As a result, France has a slightly higher older population being online
shopper. Other countries are however also expecting strong growth. As Ireland
is (finally) introducing a postal code system, eCommerce is likely to increase
sharply over the next years as delivery services can improve their performance
and lower cost.
Cross border e-commerce increasing
Especially in the smaller countries consumers are
more willing to buy abroad. Main drivers to buy
abroad are price and the availability of a larger
assortment. I expect that this trend will increase
as Europe is slowly becoming one marketplace.
Henk-Jan van der Weide
VP Northern Europe & SA at hybris
What is your general impression of e-commerce in Europe?
The e of e-commerce is disappearing. Online is a very important element in
the route a customer follows, from the moment he or she has an idea to the
actual transaction: the purchase path. E-commerce is no longer a thing that
companies do as an additional channel, it has reached a phase of maturity and
is now a fully integrated component of the customers purchasing journey.
Which European regions do you consider the most promising and why?
Russia and Turkey are both important emerging European markets. However,
we also need to consider Scandinavia. Scandinavia was hit harshly by the
bursting of the dot-com bubble around the year 2000; the market grew more
slowly than for example in the UK. Scandinavia is however now picking up pace.
What do you consider the important trends to be?
The dominant trend is mobile: mobile commerce and mobile payments.
Interesting possibilities consist, for example, in the ability to track customers,
the integration of mobile into offline shop processes and the use of NFC
technology for payments. Imagine that shop staff is equipped with a tablet that
enables them to help the customer in a completely new way, even taking care
of the checkout process. In short, the whole POS is going through a transition
with mobile being a key element of this change.
What in your opinion is this years most overrated e-commerce trend?
I believe QR Codes have been an overrated trend: it is too difficult to use, what
with starting your app, having an Internet connection, scanning the code --
altogether too complicated!
Which challenges do online retailers underestimate the most when
expanding their e-business across Europe?
Patience is key. Those new markets will still be out there in two years. If a
company has 100 employees in The Netherlands and then tries to enter the
German market with two dedicated staff members, this is not going to work.
Selling in foreign markets is full of complexities. If companies want to succeed,
they need to do it step by step, with a mature team and with patience.
Is there anything else you would like to share with our readers?
I believe pure-players are being challenged by Amazon: Amazon wants to
control 26% of the global e-commerce market by 2016. They are heavily
investing in growth right now. Retailers who want to set themselves apart have
to keep in mind that clients are seeking an omni-channel experience. I would
strongly advise pure-players to go offline in regions where they have many
customers. Research has shown that customers of omni-channel retailers are
200% more loyal than customers of pure players. Again, this is because of the
role that different sales channels play in the
customer journey from the instant that interest is
ignited to the moment of sale: 50% of people will
change from channel in every step they make in
their purchasing journey. Many retailers are losing
clients because they fail to offer a seamless
experience across all touch-points.
The e in ecommerce is disappearing
Offering a seamless experience across all touch-points is key for cross border growth
Western Europe
Europe 312 bn + 19,0%
EU 28 277 bn + 18,0%
Western Europe 158 bn + 20.9%
Total B2C Ecommerce 2012 of goods & services
55%
83%
100%
162 million
people live in Western Europe
134 million
people use the internet
90 million
people are e-shoppers
158 bn
Turnover eCommerce
Goods & services
50%
Goods
50%
Goods
8,1%
Estimated share
of online retail
in total retail
Estimated 72% of active internet users are
on social media
E-commerce GDP
3,1%
Total GDP 5.142 bn
1
2 3
Ranking Western Europe
in turnover (EUR million)
In cooperation with
Ecommerce Europe 2013
info: research@ecommerce-europe.eu
2012 Key e-commerce facts at a glance
The Netherlands
Belgium
France
United Kingdom
Ireland
1 United Kingdom 96.193
2 France 45.000
3 The Netherlands 9.754
4 Belgium 3.000
5 Ireland 3.800
6 Luxembourg 400
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Western Europe in Brief
Introduction
The Western European region consists of
the BeNeLux countries (Belgium,
Netherlands and Luxembourg) and
France, located on the west side of the
continent. The United Kingdom (including
England, Scotland, Wales and Northern
Ireland) lies across the North Sea and the
Republic of Ireland across the Irish Sea.
The six countries cover an area of 936.000
km2 (21,6% of the EU28 area) and 9,2% of
of the 10,2 million km2 of the European
continent.
With over 550 thousand km2, France is by
far the largest country of this region
taking up 57% of the area followed by the
UK with an area of 244.810km2.
Luxembourg is the smallest in size with
2.600km2.
On January 1 2013, the total population of
the region was 162,3 million, or 20% of
Europes population.
Within Western Europe, France has
the largest number of inhabitants
(65,6mn), followed by UK (63,7mn).
Netherlands has 16,8mn inhabitants;
Belgium 11,2mn, Ireland 4,6mn.
Luxembourg has the smallest number of
inhabitants: 0,5mn.
Western EUROPES POPULATION
Share of Western European population, 2012
Belgium
7%
Luxembourg
0%
France
41%
The Netherlands
10%
United
Kingdom
39%
Ireland
3%
The Netherlands
Belgium
France
United Kingdom
Ireland
-4,1%
1,7%
1,5%
0,0%
-0,8%
2009 2010 2011 2012 2013
Western Europe in Brief
Economic Indicators
GDP at market
prices
Share of
Ecommerce in
GDP
Share of
Western
European GDP
GDP Per Capita
at market prices
Europe 16.283.650 1,9% 31,6% 19.980
EU28 12.965.573 2,4% 39,7% 25.500
Western Europe
5.142.877 3.1% 100% 31.664
Belgium 376.229 1,3% 7,3% 33.592
France 2.032.296 2,2% 39,5% 30.980
Ireland 163.938 2,3% 3,2% 35.639
Luxembourg 44.426 0,9% 0,9% 82.417
Netherlands 599.338 1,6% 11,7% 35.717
UK 1.926.650 5,0% 37,4% 30.246
Source: Eurostat, Ecommerce Europe estimates
at market prices, in million euro, 2012
WESTERN EUROPE GROSS DOMESTIC PRODUCT (GDP)
As the European economy is still struggling, growth of Gross
Domestic Product (GDP) in real terms of the region was just
0,0% in 2012. The average GDP growth rate in the Euro Area
was -0,7% and in the EU28 -0,4%.
Although the first signs of recovery are showing, the
European economy is still facing tough times. Therefore the
forecast 2013 for the six countries together is a negative
growth of -0,8%. As the economy is forecasted to further pick
up in 2014, a growth of 2,4% is forecasted. The latest
estimates for the Euro Area and the EU28 are respectively -
0,4% and -0,0% in 2013 and 1,0% and 1,3% in 2014.
GROWTH RATE OF WESTERN EUROPEAN GDP
Percentage Change , 2009-2013
Source: Eurostat, Ecommerce Europe estimates
Facts, Figures & Trends of 2012 and Forecast 2013 of the Belgium B2C E-commerce Market
Prepared by Ecommerce Europe in cooperation with BeCommerce, the Association for E-commerce in Belgium
Country Report Belgium 2013
In cooperation with:
Belgium
Europe 312 bn + 19,0%
EU 28 277 bn + 18,0%
Western Europe 158 bn + 20.9%
Belgrum 3,0 bn +36,4%
Brussels
49%
78%
100%
11.2 million
people live in Belgium
8.7 million
5.5 million
3.0 bn
Turnover eCommerce
Goods & services
50%
Goods
50%
Goods
2,5%
Estimated share
of online retail
in total retail
on social media
Belgium national
e-commerce association
www.becommerce.be
Belgium trust mark
BeCommerce kwaliteitslabel
E-commerce GDP
0,8%
Total GDP 376 bn
1
2 3
2 France 45.000
4 Belgium 3.000
5 Ireland 3.800
6 Luxembourg 400
Belgium in brief
Belgium, officially the Kingdom of
Belgium, is a federal monarchy in
Western Europe.
The country covers an area of
30.528 square kilometres, and it
has a population of about 11.2
million people.
Located on the North Sea,
bordering the Netherlands to the
north, Germany to the east, and
Luxembourg and France to the
south.
It is a founding member of the
European Union and hosts the
EU's headquarters as well as those
of several other major
international organisations such as
NATO.
Institution: Federal Parliamentary
Democracy
Broadband access: 75%
Internet access: 78%
URL country code: be.
Official languages: Dutch, French, German
Secondary Languages: -
Widely spoken foreign language(s):
English, Spanish and Italian
Country profile
Area: 30.528 km2
Capital: Brussels
Currency: Euro (EUR)
Belgium's linguistic diversity and
related political conflicts are
reflected in the political history
and a complex system of
government.
During the Middle Ages (1200-
1500) many Belgian cities
flourished and expanded. The
ports of Bruges and Antwerp were
among the largest and busiest in
Europe, cathedrals rose up
everywhere and elaborate town
halls proudly proclaimed the city
dwellers new-found freedoms
and wealth. Many different
countries ruled over Belgium,
including Spain, Austria, France
and the Netherlands.
of 11.2 million Belgians
used the Internet in 2012
78%
Source: Eurostat, Wikipedia, 2013
Belgium in brief
The median age is 42,8 years.
The largest share of the
population (40,60%) is between
25-54 years old.
Belgium has 3,6 million
households. It amounts
2,4 persons per household. 34%
of these households are single-
person households.
The average household net-
adjusted disposable income is
19.878 a year, more than the
OECD average of 17.047 USD a
year. But there is a considerable
gap between the richest and
poorest . The top 20% of the
population earn almost four
times as much as the bottom
20%.
The population is growing at an
average annual rate of 0,05%.
Total population: 11.200.000
49% 51%
Median age:
Male:
Female:
Population growth
0,05%
42,8 years
41,5 years
44,2 years
16%
12%
41%
13%
19%
0-14 15-24 25-54 55-64 65+
Dutch, French and German are
the national languages of
Belgium. English, Spanish and
Italian are the most widely
spoken foreign languages.
BELGIUM AGE STRUCTURE
By Age Category, 2012
Key demographic indicators
Source: Worldfactbook, 2013
Source:Worldfactbook, 2013
B2C e-commerce in Belgium
Top products
Source: Becommerce survey (N: 550 contacts from Becommerce database). Results have been
adapted to the EMSEC, the measurement standard of Ecommerce Europe
2%
6%
21%
34%
34%
34%
34%
36%
38%
Event Tickets
Travel Flight & Hotels
Food/Nearfood/Health
Fashion Clothing
Fashion Shoes and Personal
Lifestyle
Media/Entertainment
Books
Home & Garden
Consumer electronics
Consumer electronics is one of the
most popular products in 2012 (38%).
Home & Garden which includes home
decorations, garden supplies and
kitchen appliances among others
comes in second place with 36%.
Books, Media/Entertainment, and
the fashion sector are on par with
34% preference, while the
Food/Nearfood/Health sector is
preferred among 21% of respondents.
Travel which includes flight and
hotels are less popular among top
products with only 6%. Event tickets
follows with only 2%.
BELGIUM B2C E-COMMERCE
Top products in Belgium, 2012 (excluding Package Travels, Insurances, Toys and Sports)
Doing e-business in Belgium
Dos and Don'ts
Get legal counsel if you have a large or non-standard
online venture.
Use standard Terms and Conditions of the
BeCommerce quality label (consumer protection of
consumers residence is applicable).
Use a ticketing system for customer service.
Consumers in Belgium are used to these kind of
systems.
Copy & paste Terms and Conditions from (even a large)
corporation
Use a quality label without authorization.
Offer only customer service by telephone.
DOs DONTs
Belgium e-commerce association
Contact details:
Wetenschapspark 1 - lab 1
Campuslaan 1
3590 Diepenbeek
Belgium
E-mail: info@becommerce.be
Tel: +32 (0)11 26 89 26
twitter.com/BeCommerce
25% Membership
growth in 2013
BeCommerce Mobile Summit
Mobile commerce is becoming a key channel in Belgium.
BeCommerce therefor organizes a Mobile Summit every
September.
BeCommerce Awards
Every May the best webshops of Belgium are selected. The
consumers can select winners in 9 categories. 3 awards
(starter, m-shop and cross border) are selected by a
professional jury.
Even if Belgium seems up to have a
late ecommerce wake-up, Belgians
are at the foreground using tablets
as their openings gate to mobile
commerce : indeed Belgium
experiences unexpected exiting
2digits online sales growth rates
with 85% happy trustful online
shoppers! Amazing heights for le '
plat pays qui est le mien ' cfr
Jacques Brel.
Brussels
Trust mark
BeCommerce
Facts, Figures & Trends of 2012 and Forecast 2013 of the French B2C E-commerce Market
Prepared by Ecommerce Europe in cooperation with FEVAD, the Association for E-commerce in France
Country Report France 2013
France
Europe 312 bn + 19,0%
EU 28 277 bn + 18,0%
Western Europe 158 bn + 20,9%
France 45 bn +19,4%
Paris
48%
80%
100%
65,6 million
people live in France
52,4 million
31,7 million
45 bn
Turnover eCommerce
Goods & services
50%
Goods
50%
Goods
4,5%
Estimated share
of online retail
in total retail
on social media
French national
www.fevad.fr
French trust mark
None available.
E-commerce GDP
2,21%
Total GDP 2.032 bn
1
2 3
in turnover (EUR bn)
2 France 45.000
4 Belgium 3.000
5 Ireland 3.800
6 Luxembourg 400
51.500
45.000
37.700
31.000
25.000
2013 (e) 2012 2011 2010 2009
B2C e-commerce in France
B2C e-commerce of goods and services
FRANCE B2C E-COMMERCE GROWTH RATE
Percentage change in B2C e-commerce turnover, 2009-2013
Source: FEVAD
FRANCE B2C E-COMMERCE
Total online sales of goods and services, in million euro, 2009 - 2013
Source: FEVAD
The French online environment is
a strong and mature market.
Just over 32 million French
consumers bought goods and
services online totaling 45 billion
in 2012. This is an increase of 19%
compared to 2011.
E-commerce is an accepted
feature of everyday life for many
French citizens.
E-commerce is projected to grow
by 14,5% to 51,5 billion in 2013.
The growth rate of B2C E-
Commerce is showing a steady
decline since 2010 , when it was
measured at 24%, down 5
percentage points in 2012.
Source: FEVAD survey 2013
24%
22%
19%
14%
2010 2011 2012 2013 (e)
B2C e-commerce in France
Main markets and players
Travel is with 59%, the most often
purchased product group in 2012.
Services are closely following with
52%.
French base their web shop choice
mainly on price (98%). However,
other criteria are considered
nearly as imported such as good
after sales service (94%), free
delivery (93%) and special offers
(93%).
Other criteria are slightly less
important like if the site is well
known (86%).
French customers on average
completed 16 e-commerce
transactions per year in 2012.
Rank Top 10 online retailers Monthly visitors
1 Amazon 14.449.000
2 Cdiscount
11.054.000
3 FNAC
9.030.000
4 eBay
8.871.000
5 Price Minister
7.492.000
Top 5 Online purchased goods and services:
1. Travel (59%)
2. Services (52%)
3 Cultural Products (51%)
4. Clothing (48%)
5. Technics/IT/Office (39%)
TOP 5 ONLINE RETAILERS OF GOODS IN FRANCE
Source: FEVAD -Mdiamtrie//NetRatings June 2013 survey
Source: Mdiamtrie//NetRatings
French e-commerce association
Contact details:
60 rue La Boetie
75008 Paris
France
E-mail: info@fevad.fr
Tel: +33 (0)1 42 56 38 86
twitter.com/FevadActu
10% Membership
growth in 2012
Les enjeux e-commerce
Every year in June the entire e-commerce sector
gathers to exchange best practices and compare
insights during conferences and at networking events.
The best experts, analysts and professionals present
previews of theirs surveys and share their
experiences on the major future trends of e-
commerce.
La Nuit des Favor
November each year, the event
gathers about 600 e-commerce
actors; the occasion for FEVAD to
reward the best French e-retailers
of the year which represent a real
engine of growth for French digital
economy.
In 2013, E-commerce in France has
reached a new stage with more
than 50 billion of euros in turnover.
More and more French buy online
from their home, or their office or
even in transportations thanks to
the development of mobile
communication
Paris
Facts, Figures & Trends of 2012 and Forecast 2013 of the Irish B2C E-commerce Market
by Ecommerce Europe in cooperation with Retail Excellence Ireland, the Association for E-commerce in Ireland
Country Report Ireland 2013
Ireland
Europe 312 bn + 19,0%
EU 28 277 bn + 18,0%
Ireland 3,8 bn + 25,0%
Dublin
57%
81%
100%
4,60 million
people live in Ireland
3,72 million
2,63 million
3,8 bn
Turnover eCommerce
Goods & services
7,6%
Estimated share
of online retail
in total retail
on social media
Irish national
eCommerce association
www.retailexcellence.ie
E-commerce GDP
2,32%
Total GDP 163 bn
1
2 3
2 France 45.000
4 Belgium 3.000
5 Ireland 3.800
6 Luxembourg 400
50%
Goods
50%
Goods
The National Postcode will improve e-commerce
Expert opinion
Ecommerce Europe www.ecommerce-europe.eu Page: 59
Ireland has an immature e-commerce market to date, with most Irish online spend going to
businesses based outside of Ireland. However we can see a real surge of interest from
traditional retailers and predict that 2014 will be a very important year in terms of retailers
adopting a multi-channel strategy. The Irish Government continues to work on projects to
improve the infrastructure such as implementing a National Postcode System, implementation
of a new credit bureau and supporting and funding projects to improve digital
and ecommerce skills nationally.
Geoff Scully
Managing Director Littlewoods
B2C e-commerce in Ireland
Online payments and Age groups
Ecommerce Europe
www.ecommerce-europe.eu Page 63
Source: International VAT Management, Van Driel Fruijtier Resseler
According to the Irish Payment Services
Organization Ltd. (IPSO) Irish consumers and
businesses have chosen fewer checks and other
paper-based payment methods in the past five
years. The number of card payments, Direct
Debits and other automated payments has
however been increasing substantially.
The number of checks and paper debits
declined with 35% from 117 million to 76
million transactions. This amounts a total value
of 797 billion, which declined with 62% to
301 billion.
Despite this downward trend, Ireland remains
one of the last few EU countries that still uses
checks on a regular basis.
On the other side, the number of transactions
through debit cards has risen with 38% from
2,9 million to 4 million transactions.
Total number of payment cards, including
Credit Cards, increased with 15% from 5,3
million to 6,1 million transactions.
2%
15%
55%
28%
12 - 14 years 15 - 24 years
25 - 54 years > 55 years
ONLINE SHOPPING DEMOGRAPHICS
Age groups of 12 years and older, share of population, 2012
The age group of 25 54 years represents over
55% of the population and spends over 50% of
total e-sales.
The age group between 15 24 years represent
just 15% of the adult population but nearly
20% of Internet shoppers. However, when it
comes to spending power, their combined
spending is just over 10% of the total.
The age group just over 55 years make up 28%
of the population but just 14% of Internet
shoppers. But their spending power is over 20%
of the total.
20%
18%
22%
28%
30%
2009 2010 2011 2012 2013 (e)
74%
33%
17%
15%
9%
United Kingdom Unites States China
Germany France
B2C e-commerce in Ireland
Cross Border
72% of online purchases were made
at a domestic web site. 28% of all
online purchases were made at a
foreign web site in 2012.
Most online buyers prefer to shop
online in the United Kingdom (74%).
USA and China follow with 33% and
17% respectively (multiple countries
could be selected).
Most common reason for consumers
to purchase from a foreign website is
the lack of goods in their home
country.
34% made a foreign online purchase
because of the lower price.
Finally, 10% chose to buy abroad due
to the fact that the range available
was greater on foreign sites.
IRELAND CROSS BORDER E-COMMERCE
Percentage of e-commerce purchased at foreign sites, 2009-2013
Source: Eurostat 2013
Source:Civic Consulting (2011); Consumer market study on the functioning of
eCommerce in EC (2012)
TOP 5: FOREIGN E-COMMERCE DESTINATIONS
Indicated in market share, 2012
Ireland
Irish e-commerce association
Contact details:
eTail Excellence
1 Barrack Street
Ennis
Co. Clare
Ireland
Telephone: +353 65 68 46927
E-mail: info@retailexcellence.ie
Internet: www.retailexcellence.ie
20% Membership
growth in 2013
EEI Multichannel Retailing
The Etail Excellence Ireland (EEI) Multichannel Retailing in
November focusses on retailing across all channels and how
to gain a competitive edge in (e)retailing.
REI Retail Retreat
The Retail Excellence Ireland (REI) Retail Retreat in May
offers members best practices and new retailing insights.
50% of Irish retailers are trading
online mid 2013. That number has
risen significantly in a very short
timeframe and we expect 80% of
Retailers to be online next year.
The most important aspect of this
change is the move to being a
"multichannel" business - your brand
and business is at the heart serving
customers through the many
different touchpoint they are using.
Dublin
Facts, Figures & Trends of 2012 and Forecast 2013 of the Dutch B2C E-commerce Market
by Ecommerce Europe in cooperation with Thuiswinkel.org, the Association for E-commerce in the Netherlands
Country Report The Netherland 2013
In cooperation with: Powered by:
The Netherlands
Europe 312 bn + 19,0%
EU 28 277 bn + 18,0%
The Netherlands 9,8 bn +9,1%
Amsterdam
65%
94%
100%
16,7 million
people live in The Netherlands
15,7 million
10,6 million
9,8 bn
Turnover eCommerce
Goods & services
5,5%
Estimated share
of online retail
in total retail
on social media
Dutch national
www.thuiswinkel.org
Dutch trust mark
E-commerce GDP
1,6%
Total GDP 599,3 bn
1
2 3
2 France 45.000
4 Belgium 3.000
5 Ireland 3.800
6 Luxembourg 400
49%
Goods
51%
Services
In cooperation with: Powered by:
The Netherlands in brief
The labor force in the Netherlands
reached 8,93 million persons in
2012. With the economy growing
below potential, the labour market
is expected to remain weak in 2013.
Unemployment rose to 5,30% in
2012. This increase will continue in
2013 and is expected to reach 6,25
% by the end of 2013. This is still
well below the EU28 average of
10.5% in 2012.
Inflation has slightly picked up in
2012 up from 2,50% in 2011, but is
set to remain steady at 2,80% in
2013.
Key economic indicators
3,71%
4,46% 4,42%
5,30%
2009 2010 2011 2012
THE NETHERLANDS UNEMPLOYMENT RATE
1,0%
0,9%
2,5%
2,8%
2009 2010 2011 2012
THE NETHERLANDS INFLATION RATE
Percentage of the total labor force, 2009 - 2013
Annual change on Consumer Price Index (CPI), 2009 - 2013
Source: Eurostat and IMF World Economic Outlook 2013
Source: Eurostat and IMF World Economic Outlook 2013
B2C E-commerce in Netherlands
Market Sectors in EURO
E-commerce B2C: market
sectors (in million EUR)
2011 2012 Change
Travel: Package travel and
private transport
2.240 2.310 3%
Travel: flight tickets and
hotels
1.430 1.490 4%
Telecom 1.100 1.250 14%
Fashion life: clothing 630 730 16%
Insurances 615 700 14%
Computers & suppliers 605 685 13%
Consumer electronics 455 415 -9%
Household appliances 307 350 14%
Books/Magazines/Newspaper 275 286 4%
Food & Personal Care 248 284 15%
Other product categories 1.075 1.254 17%
THE NETHERLANDS B2C E-COMMERCE THE NETHERLANDS B2C E-COMMERCE
Source:
Share per Market Sector
Turnover per Market Sector, in millions of EUR and percentage growth,
2011-2012
Source: Blauw / Thuiswinkel.org Marktmonitor 2013
Travel: Package travel
and private transport
Travel: flight tickets and
hotels
Telecom
Fashion life: clothing
Insurances
Computers & suppliers
Consumer electronics
Household appliances
Books/Magazines/Newsp
aper
Food & Personal Care
Other product categories
Online payments and preferences
Payments & VAT
Dutch consumers mostly use
iDEAL (56%) when they purchase
online. Payment through Invoice is
preferred by 18% of Dutch online
consumers.
What is iDEAL?
To make it easier to pay for online
products and services, the Dutch
banking community has developed
the iDEAL online payment
method. iDEAL allows online
payments to be made using online
banking.
Other payment methods are
Credit Cards (8%) and bank
transfer (7%). 11% of online
shoppers make use of other
payments options including
services such as PayPal.
iDEAL
56%
Invoice
18%
Others
11%
Credit Card
8%
Bank Transfer
7%
Source: E-commerce Market Survey, Thuiswinkel & Blauw Research, 2012
VAT overview the
Netherlands
Threshold for registration 100 000
Standard VAT rate 21%
Reduced VAT rates 6%
Where to register Dutch Tax Services,
Postbus 2865
6401 DJ Heerlen
Department Foreign Countries
+31 55 538 53 85
Periods for declaration Calendar quarter
21%
Standard VAT-rate
Web shops with a turnover
exceeding 100.000 per year
must be registered
for VAT in The Netherlands
TOP ONLINE PAYMENT METHODS
In percentage of total online population
Source: International VAT Management, Van Driel Fruijtier Resseler
Dutch e-commerce association
Amsterdam
Thuiswinkel.org
Horaplantsoen 20
6717 LT Ede
The Netherlands
Telephone: +31 318 64 85 75
E-mail: info@thuiswinkel.org
Internet: www.thuiswinkel.org
Trust mark
Thuiswinkel.org
53% Membership
growth in 2013
Ecommerce Awards
Each year at the end of March. Annual award celebration
crowning the best e-commerce company in 17 different
categories by both consumers and a professional jury.
Shopping Today
Each year at the end of September. Largest e-commerce
conference held in the Netherlands with 1.000+
participants and more than 35 speakers.
Dutch consumers are
increasingly looking to webshops
because of the growing offer,
the growth of m-commerce,
better prices and
more trust in buying online.
Next to the traditional
product segments,
we see an increase
in new segments becoming more
popular in e-commerce.
Facts, Figures & Trends of 2012 and Forecast 2013 of the British B2C E-commerce Market
Country Report United Kingdom 2013
United Kingdom
Europe 312 bn + 19,0%
EU 28 277 bn + 18,0%
United Kingdom 96 bn 22,4%
London
61%
83%
100%
63,7 million
people live in The UK
52,8 million
39,0 million
96,2 bn
Turnover e-commerce
Goods & services
45%
Services
55%
Goods
13,7%
Estimated share
of online retail
in total retail
on social media
British national
www.britora.org.uk
British trust mark
Safe Internet Shopping
E-commerce GDP
5,0%
Total GDP 1,926 bn
1
2 3
2 France 45.000
4 Belgium 3.000
5 Ireland 3.800
6 Luxembourg 400
United Kingdom in brief
United Kingdom covers an area of
243.610 square kilometers with a
population of 63,7 million
inhabitants.
The median age is 40,3. The largest
share of the population (41,1%) is
between 25-54 years old.
United Kingdom has 28,9 million
households. These households
consist of 2,3 persons per
household.
The population is growing at an
average annual rate of 0,7% .
In 2012, the absolute increase in
population of the UK exceeded that
of any other EU member state.
The main reasons for this strong
growth are the countrys history of
mass immigration, advances in life
expectancy and an increasing birth
rate.
Total population: 63.700.000
49% 51%
Median age:
Male:
Female:
Population growth
0,70
40,3 years
39,1 years
41,4 years
17,3%
12,8%
41,1%
11,5%
17,3%
0-14 15-24 25-54 55-64 65+
English (95%) is the official
language of the UK. French
(23%), German (9%) and
Spanish (8%) are the most
widely spoken foreign
languages.
UNITED KINGDOM AGE STRUCTURE
By Age Category, 2012
Key demographic indicators
Source: Worldfactbook, 2013
Source:Worldfactbook, 2013
26%
31%
25%
17%
8% 8%
15-24 25-34 34-44 45-54 55-64 65-74
46%
34%
21%
18%
15%
1. Media 2. Clothes
3. Household consumables 4. Travel
5. Electronics
B2C m-commerce in United Kingdom
M-commerce
Top 10 Online purchased
goods and services:
1. Travel and Cultural
Activities
2. Film, Music, Books, Games
3. Toys
4. Clothing, Shoes and Jewelry
5. IT, Telecom and Photo
Penetration levels (in %)
Internet
Mobile
Smartphone
Tablet
British consumer prefer to purchase media entertainment
goods (e.g. music & films, software programs, toys, PC and
DVD games) through a mobile device. 46% have done so
and purchased these goods in 2012 . Clothing is also
becoming increasingly popular. 34% of British online users
have purchased fashion items through a mobile device.
57% of m-shoppers are between 15-34 years and shop
regularly through a mobile device.
The most popular mobile payment options are ; Cards
(61%). Micro Payment Services and Online Banking
options follow with 30% and 9% respectively.
POPULAR GOODS AND SERVICES PURCHASED THROUGH
A MOBILE DEVICE
UNITED KINGDOM AGE STRUCTURE OF MOBILE SHOPPERS
How do British
consumers buy
on their mobile
devices?
TOP 3 MOBILE PAYMENTS
1.
2.
3.
Cards (69%)
Micropayment services (31%)
Online banking (9%)
Source: DIBS Payment survey 2012
Percentage of total population, 2012
Source: DIBS Payment survey 2012
Source: Worldbank.org and DIBS Payment survey 2012
Mobile
subscriptions
reached 131 per
100 households
in 2012.
The United Kingdom
ranks 10th out of 155
countries on the
Logistics Performance
Index (LPI) which
measures the logistics
infrastructure.
Delivery in United Kingdom
E-Logistics
Click & Collect
is growing 40% year-on-year
In the London area same day and even
same hour delivery is being offered.
Ebay is expected to expand its Ebay Now
service to this area with the acquisition
of Shuttle.
Alternative delivery options offered by
online retailers are highly important for
British online shoppers before deciding
which online store to buy from.
The restricted capacity for home delivery
among parcel carriers prompted a rise of
parcel shop networks and automated
parcel lockers, as well as Click and
Collect through brick-and-mortar retail
outlets.
KEY DELIVERY PROVIDERS:
ASCENDIA
DPD
PFS web
Royal Mail
SpringGlobal Mail
UPS
Source: IMRG 2013
Source: Worldbank.org
Ecommerce Europe
How to get involved?
Who can be involved?
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 NGOs 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 several B2C
E-commerce Reports for free.
Learn from position papers, webinars and white
papers by leading ecommerce associations, companies and preferred business
partners.
Show youre 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.
Our Business Partners
Interested in becoming a business partner? Contact info@ecommerce-europe.eu
Our Media Partners
Interested in becoming a media partner? Contact us at info@ecommerce-europe.eu
Ecommerce Europe media partners are (inter)national publishers and/or publications
related to the European e-commerce industry.
As the Internet continues to become a part of almost every aspect of our lives, the growing
internationalization of the online retail sector places increasing demands on e-tailers to
make rapid preparations for cross-border activity. Actors in the online trade sector are
constantly being confronted with new challenges concerning legal issues, pricing, shipping,
payment and supply. Strong partnerships are vital in order to tap into the cross-border
market, optimise trade flows and ultimately increase profitability.
Ecommerce Europe is looking for media partners who publish on e-commerce in the
following sectors:
Affiliate marketing
Customer service
E-commerce systems
Email marketing
Fulfilment
Hosting
Payment solutions
Research & consultancy
Search Engine Optimization
Etc.
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 business partner logo
Yearly European B2C E-commerce Report (1,950)
5 Regional Reports on European B2C E-commerce (3,950)
2 Full Conference Packages Global E-commerce Summit
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 membership
Interested? Feel free to contact us: info@ecommerce-europe.eu
Business partners
Ecommerce Europe business partners are preferred
suppliers of the European e-commerce industry.
The cost is 8,500 per year upon balloting.
Benefits for PREFFERED BUSINESS
PARTNERS include:
Exclusive Ecommerce Europe business partner logo
Yearly European B2C E-commerce Report (1,950)
5 Regional Reports on European B2C E-commerce (3,950)
2 Full Conference Packages Global E-commerce Summit
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 Europes reports on B2C e- commerce
Interested? Order at research@ecommerce-europe.eu
European B2C Ecommerce Report 2013: 1.950
5 European regional reports 2013: 790 per report including 30
Infographics and in-depth Country Profiles
Western Europe Report
Belgium, France, Ireland, Netherlands, and United Kingdom
Central Europe Report
Austria, Czech Republic, Germany, Hungary, Poland and Switzerland
Southern Europe Report
Greece, Italy, Portugal, Spain and Turkey
Northern Europe Report
Denmark, Estonia, Finland, Iceland, Latvia, Lithuania, Norway and
Sweden
Eastern Europe Report
Romania, Russia, and Ukraine
All European reports (5 regional reports + European Report): 2,950
All-In-One Ecommerce Report Package: 4.950
(European and Global Report + 5 European Regional Reports + 5
Regional/Continental Reports)
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.
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 ecommerce in a standardised
way. All Ecommerce Europe figures and estimates
are based upon the EMSEC, unless otherwise noted.
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 on the next few pages.
All data are reported in the national currency of the
country involved 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.
European Measurement Standard for E-commerce
EMSEC
Definition of B2C e-commerce sales
Definition of B2C e-commerce: Any B2C contract
on the sale of products or services fully or partly
concluded by a technique for distance
communication.
Technique for distance communication: means
that can be used for communication regarding the
offer made by the trader and concluding an
contract, without the necessity of the consumer
and trader being in the same place at the same
time.
Contract: an contract whereby sole or partly use is
made of one or more techniques for distance
communication within the framework of a system
organized by the trader for the distance sale of
products and/or services, up to and including the
moment that the contract is concluded;
Classification of B2C E-commerce
The following classification in Table 1 provides an
overview of areas and sectors included in EMSEC.
Online purchases of the following items are excluded
from EMSEC:
Transactions between private
individuals/consumers (C2C) such as auctions
and marketplaces and between businesses (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.
B2C e-commerce therefore includes all online
transactions between businesses and consumers
using desktop computers, laptops, tablets,
smartphones, point-of-sales and smart-wearibles,
such as webshop, physical store (online instore), e-
mail, QR-code, catalogue, etc. B2C e-commerce
includes Value Added Tax (VAT) or other sales tax,
delivery costs and Apps, but exclude returns.
Event Tickets
Event Tickets
Tickets for concerts and festivals
Tickets for cinema and theater
Tickets for zoos and amusement parks
Tickets for museums
Tickets for sport matches
EMSEC
Fashion
Clothing Shoes & Personal lifestyle
Underwear & Upperwear Shoes
Children's wear
Jewellery, Bijoux, Watches & others
fashion accessories (e.g. sunglasses)
Swimwear & Sportswear
Nightwear & legwear Bags, wallets, suitcases
Electronics
Consumer Electronics Information Technology (IT) Household Electronics
Photo-equipment IT hardware (pc's, laptops,
tablets etc.)
MDA:
air-conditioning,
dishwashers, wash
machines and other
white goods
Audio-equipment Computer Software
TV/video-equipment Music- instruments
Car - electronics
(navigation, audio
etc.)
USB-sticks, DVD/CD-
recordable, ink cartridges,
computer accessories
SDA: equipment for
personal care, home
comfort, kitchen
appliances
Food/Nearfood/Health
Food/Nearfood Health & Beauty
Food & Beverages Personal care & Hygiene
Fresh produce Baby care
Packaged consumer goods Perfume
Detergents/household cleaning OTC
Animal feed
Tobacco
Sports & Recreation
Sport & Recreation
Sports hardware (e.g. football, tennis rackets)
Bicycles & accessories
Articles for camping and recreation
Toys
Toys
Indoor and outdoor toys
Page 111
EMSEC
Travel
Package Travel Flight Tickets & Accommodations
Package travel Flight Tickets
Private Transport if booked
through a tour operator
Hotel stays
Apartment/bungalow/camping site
-> all of the above not booked in
combination with other travel-parts
Media & Entertainment
Media & Entertainment
Music (physical, download & streaming)/Spotify based on new subscriptions
Video (DVD, blue-ray, downloads)
Games hardware & games software
Books & e-books
Apps
New subscriptions newspapers ands magazines (no single copy sales)
Telecom
Telecom
Smartphones, mobile phones & Phone devices
Telefax and answering machines
Headsets & Accessoires (mobile) phones
Prepaid cards and tariffs of new phone subscriptions
Insurances
New indemnity, Life and Health Insurances
Liability insurance
Car insurance
Fire and theft insurance
ANW-gap insurance
(insurance for receiving a
payment in addition to a
survivor's allowance)
Health Insurance
Base
Health insurance -
additional
Bike/caravan/motorbike/
scooter insurance
Annuity insurance
pension
Disability insurance
entrepreneurs
Accident insurance
Boat insurance
Life insurance
Funeral insurance
Disability insurance -
private
Legal assistance insurance
Home insurance
Endowment insurance
based on savings
Mortgage related
disability insurance
Travel insurance
(continuous/annual + short-
term)
Insurance package
Endowment insurance
based on investments
Mixed insurance
(=endowment
insurance + life
insurance)
Others
Services Products
Dating based on new
subscriptions
Cars and parts
Articles for animals
Other Services Flowers & Plants
Optician (excl. sunglasses, hearing-aid)
Adult
Page 112
Definitions
Definitions related to internet, e-commerce and online retailing
Broadband access: the availability of broadband is measured by the
percentage of households that are connectable to an exchange that
has been converted to support DSL-technology, to a cable network
upgraded for Internet traffic, or to other broadband technologies.
It includes fixed and mobile connections (source: Eurostat)
Cross-border e-commerce: percentage of e-commerce purchased
at foreign sites
E-commerce (or electronic commerce), a subset of e-business, is
any B2C contract on the sale of products or services fully or partly
concluded by a technique for distance communication.
E-commerce GDP: total amount of goods and services online
divided by the total Gross Domestic Product (GDP).
Economic Freedom Index: the Index of Economic Freedom is an
annual guide published by The Wall Street Journal and The Heritage
Foundation, Washington's No. 1 think tank. For over a decade, The
Wall Street Journal and The Heritage Foundation have tracked the
march of economic freedom around the world with the influential
Index of Economic Freedom.
E-households: amount of households that uses the Internet for
personal gain.
E-household expenditure: expenditure per household that bought
goods or services in the past year.
European Measurement Standard for E-commerce (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 ecommerce in a standardised way.
E-services (or electronic services) are defined as: Deeds, efforts or
performances whose delivery is mediated by information
technology. Such e-service includes the service element of e-
retailing, customer support, and service delivery. This definition
reflects three main components- service providers, service receiver
and the channels of service delivery (i.e., technology). (Jennifer
Rowley, Professor Information and Communications, Manchester
Metropolitan University, UK)
Inactive online population: users that have access to the Internet
but have not (yet) purchased goods or services online in the past
year.
Definitions
Definitions related to internet, e-commerce and online retailing
Logistics Performance Index (LPI): The Logistics Performance Index
(LPI) measures the logistics "friendliness" of 155 countries. It helps
countries identify the challenges and opportunities they face in
their trade logistics performance and what they can do to improve,
The Index is developed by the World Bank, is based on a worldwide
survey of operators on the ground such as global freight forwarders
and express carriers .
Mobile commerce (or m-commerce, mCommerce) is the ability to
conduct commerce, using a mobile device e.g. a mobile phone, a
PDA, a smart phone, a tablet or other (emerging) mobile
equipment.
Mobile subscriptions: mobile cellular telephone subscriptions are
subscriptions to a public mobile telephone service using cellular
technology, which provide access to the public switched telephone
network. Post-paid and prepaid subscriptions are included (source:
Eurostat)
Online buyer (or e-shopper, e-buyer) is defined as an individual
who regularly bought or ordered goods or services over the
internet.
Online expenditure: spent per user who purchased goods or
services online.
Online Retail (or e-retail, electronic retail or retailing or even e-
tailing) is the selling of retail goods and services on the Internet. In
the limited sense of the word, sectors such as online leisure travel,
event tickets, downloading music or software are not included.
Online-only retail shops are often referred to as pure players.
Penetration levels: the percentage of a population using the
internet, mobile, smartphone and tablet devices.
Retail sales are defined as the selling of mainly goods from
businesses to individuals from a traditional or so-called bricks-and-
mortar shop.
The Ease of Doing Business Index is developed by the World Bank,
averages the country's percentile rankings on 9 topics, made up of
a variety of indicators, giving equal weight to each topic. The
rankings for all economies are benchmarked to June 2010. The
Index covers 185 countries.
Methodology , Acknowledgements and Sources
This report could only be realized 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, regional and local news, annual reports,
press releases, etc. etc. Sometimes the information
sourced are contradictory. Sometimes different figures
and data were given by different 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
accurate 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
Ecommerce Europe
Distansehandel Norge (Norway)
FDIH (Denmark)
KAUPPA (Finland)
SDH (Sweden)
Corporate sources
A.T. Kearney
Deloitte
Facebook
Forrester
GfK
Google
Hybris
Innopay
Planet Retail
SaleSupply
Social Bakers
Twitter
TNS NIPPO
VDFR VAT Management
Publications
eMarketer
E-commercefacts.com
Eurostat
Internet Retailing
Other sources
Digital Hub Development Agency
(DHDA)
European Commission
Eurostat
European Central Bank (ECB)
European Banking Association (EBA
Clearing)
International Monetary Fund (IMF)
International Telecommunications
Union (ITU)
Internetworldstats
National Statistics offices
The Heritage Foundation
United Nations (UN)
CIA: World Factbook
World Economic Forum
About the authors
Questions? Feel free to contact our researcher
Jorij Abraham, Director Research & Advice
Jorij Abraham (1972) has been part of the international e-
commerce community since 1997. He has been manager e-
commerce at Bijenkorf, TUI and Sanoma Media and Director of
Consulting as Unic
Since 2013 he is Director of Research & Advise at Ecommerce
Europe. He is also director of the eCommerce Foundation, a
research institute offering practical ecommerce research and
benchmark services.
Aad Weening, Advisor International eCommerce
Aad Weening (1941) has been involved in distance selling and
retail practically all his working life. From 1966 until 1979 he
offered legal and economic advice as well as lobbying services.
From 1979 he managed the Dutch Mail Order Association (today
Thuiswinkel.org), first in the Netherlands first, later on a European
level. Between 1993 and 2006 he served as Secretary General of
the European Distance Selling Trade Association (EMOTA).
Currently Weening is Senior Advisor at Ecommerce Europe.
Ciro Ferraiuolo, Researcher
Ciro Ferraiuolo (1988) has been working for Ecommerce Europe
since 2012. He has been involved in international e-commerce
and contributed significantly towards the development of the
Ecommerce Europe reports.
He studied International Business and Management at the
Saxion University, the Netherlands, and has ever since had a
great interest in the international (digital) economy.
Janine Nthlichs, Editor
Janine Nthlichs (1982) is the editor-in-chief of the international
e-commerce news site E-commercefacts.com. Throughout the
past years, she has worked on various e-commerce related
publications and events, including the European Cross-Border
Round Tables and the Global E-Commerce Summit; and is a
regular jury member of the Cross-Border E-Commerce Awards at
the Global E-Commerce Summit in Barcelona.
Previously, Janine has worked for Kantar Media in Paris. Having
studied in the Netherlands and Spain.
Europe 2012 Key data at a glance
West 158,bn + 18,0%
Central 76,3 bn + 20,5%
South 32,4 bn + 29,3%
North 28,5 bn + 15,1%
East 13,6 bn + 33,0%
Total B2C Ecommerce of goods & services
48%
64%
100%
820 million
people live in Europe
529 million
250 million
5%
Estimated share
of online retail
in total retail
350 million social media users
16,0 trn GDP 2012
1
3
Top 5 e-commerce countries
in turnover (EURO million)
1 United Kingdom 96,193
2 Germany 50,000
3 France 45,000
4 Spain 12,969
5 Russia 10,302
Figures and data in compliance with GfK
In cooperation with Salesupply and Hybris
Top 5 emerging countries in % growth
1 Turkey 75%
2 Greece 61%
3 Ukraine 41%
4 Hungary 35%
5 Romania 33%
2
550,000
estimated online business
2, ,
jobs directly or indirectly via e-commerce
3,5 billion
number of parcels annually (e)
Europe
312 bn +19%
EU28
277 bn +18%
3,5% Contribution Internet
Economy to GDP
5,5%
(17bn)
Estimated
M-commerce
Western Europe B2C Ecommerce
Colophon
National Associations:
Ecommerce Europe
Rue dAccolay 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
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Facts, Figures & Trends of 2012 and Forecast 2013 of the Western European B2C E-commerce Market

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