B2C E-Commerce and Internet Trends in

18 Eastern European Countries,

September 2010

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RESEARCH ON INTERNATIONAL MARKETS

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September 2010

Publication Date
September 2010
Language
English
Format
PDF & PowerPoint
Number of Pages/Charts
135
Covered Countries
Russia (Top Country), Poland (Top Country), Czech Republic (Top Country)
Albania, Bosnia Herzegowina, Bulgaria, Croatia, Estonia, Hungary, Latvia, Lithuania,
Macedonia, Montenegro, Romania, Serbia, Slovakia, Slovenia, Ukraine
Price
€2,950 (excl. VAT)

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B2C E-Commerce and Internet Trends in 18 Eastern European Countries

Key Findings
Covering B2C E-Commerce in 18 Eastern European Countries
• The Russian B2C E-Commerce market is expected to reach between USD 5.3 billion and USD 6 billion in
2010, with almost 6 million people who ordered or paid for goods and services via the Internet during March
2010.

• In 2010, Polish consumers are expected to spend PLN 17 billion online, of which the transactions done via the
auction portals account for 60% of revenues.

• Aukro.cz was the leading Czech B2C E-Commerce player in August 2010, with 1.6 million unique visitors from
the Czech Republic. Alza.cz came on second place, reaching 830 thousand unique visitors in the same period.

• Slovakia shows strong growth in B2C E-Commerce, as online retailers expect sales to grow by +25% and the
number of orders to grow by +50% in 2010. In Slovenia, a dynamic E-Commerce sector has developed, with
clothing and sports goods being the most popular product categories.

• The Baltic States Estonia, Latvia and Lithuania show a positive development. 48% of Internet users from
Latvia declared in 2009 that they have ever been shopping on the Internet.

Company and Product Information

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B2C E-Commerce and Internet Trends in 18 Eastern European Countries

Table of Contents (1 of 3)
1. Eastern Europe Regional 3. Poland (Top Country)

• Internet Trends • B2C E-Commerce Sales, in PLN billion, 2009-2010f

• Distance Shopping in selected Countries by • Internet and E-Commerce Trends, including Online
Internet, Catalog / Mail-Order and Telephone, in % Spending, by Auctions and E-Commerce Sites, in
of Respondents who made Distance Selling EUR billion, 2010f
Purchases, July 2009-July 2010 • Usage of Internet Services (including E-Commerce)
• Leading B2C E-Commerce Players, by Unique of Internet Users in Poland, in %, 2010
Visitors (Users), in thousands, August 2010 • Leading B2C E-Commerce Players; ranked by
• Share of Page Views by Mobile Devices, in %, Unique Visitors and Audience Reach, August 2010
Q1 2010 • Online Auction Market Trends
• News about Empik.com
• News about PayPal Poland
2. Russia (Top Country) • E-Commerce related Trends in the Polish Delivery
Market
• B2C E-Commerce Sales, in RUB billion, 2008-2010f
• B2C Distance and B2C E-Commerce Sales, in RUB
billion, 2008-2009
• E-Commerce Market Trends in the Ural, including
local Market Size, in EUR, 2008-2009
• E-Commerce Market Trends in South Russia, 4. Czech Republic (Top Country)
including local Market Size, in EUR, 2009 & 2012f
• E-Commerce Market Trends in Siberia, including • B2C E-Commerce and total Retail Sales in the
local Market Size, in EUR, 2008-2009 & 2012f Czech Republic, in CZK billion, 2006-2009
• E-Commerce Market Trends in Central Russia, • Internet Users, in millions and in % of Population,
including local Market Size, in EUR, 2009 2006 & 2010
• B2C E-Commerce Trends, including Market Size in • Share of Online Shoppers, in %, 2009-2010
USD billion and Number of Online Shoppers, • Share of Online-Shoppers by Age Groups, in %,
March 2010 2009
• B2C E-Commerce Shopping Trends • Most popular Payment Methods in E-Commerce,
• Products purchased Online, in %, 2009 in %, April 2010
• Internet Users, in millions and in % of Population, • Main Reasons for Online-Shopping, in %, 2009
2009-2010 • Worries regarding Online-Shopping, in %, 2009
• Market Shares of Paid Internet Services by • Online Price Trends in selected Categories, in %,
Consumer Segments, in %, 2010 Q1 2010
• Sources of Information for Products, in %, 2009 • Usage of Payment Cards by Czech Women, in %,
• Advantages of Online Shopping, in %, 2009 2010
• Leading B2C E-Commerce Players; by Unique • Leading B2C E-Commerce Players; by Unique
Visitors and Audience Reach, August 2010 Visitors and Audience Reach, August 2010
• News about Metro-cc.ru • News about Postovnisupermarket.cz
• ANews about Internet Hypermarket OZON.ru • News about SCMVD.cz
• News about Ellos

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B2C E-Commerce and Internet Trends in 18 Eastern European Countries

Table of Contents (2 of 3)
5. Albania 10. Hungary

• Internet and E-Commerce Sector Trends • Internet Users, in millions and in % of Population,
• E-Business and Internet Banking Trends 2007 & 2010
• Internet Users, in millions and in % of Population, • Internet and E-Commerce Sector Trends
2004, 2006 & 2010 • Frequency of Online-Shopping in the last 12
• Subscribers to Telephone, Mobile Phone (in Months, in % of Internet Users, June 2009
thousands), Broadband (in thousands and • Product Category Trends in B2C E-Commerce,
Penetration in %), 2008-2009 2010
• Direct Marketing Trends • Leading B2C E-Commerce Players; by Unique
Visitors and Audience Reach, August 2010

6.
Bosnia-Herzegovina

• Internet and B2C E-Commerce Sector Trends

• Overview of B2C E-Commerce
• Internet Users, in millions and in % of Population,
11. Latvia
2006-2009f
• Internet Infrastructure Trends
• E-Commerce Sector Trends
7. Bulgaria • E-Commerce Statistics, including Share of Online
Shoppers, Reasons to buy Online, most popular
• Internet Usage and B2C E-Commerce Trends Payment Methods, in %, 2009
• Online Shopper Trends, including Share of Credit • Internet Users, in millions and in % of Population,
Card Owners Shopping Online in %, 2009 2006, 2007 & 2010
• Internet Users, in millions and in % of Population, • Most Popular Online Trading Platforms, in %, 2009
2004, 2006 & 2010
• Leading B2C E-Commerce Players; by Unique
Visitors and Audience Reach, August 2010

8. Croatia 12. Lithuania

• Internet and B2C E-Commerce Sector Trends
• Internet Usage Trends, by Age Groups, 1H 2010
• Internet Users, in millions and in % of Population, in %, 2006 & 2009
2004, 2006 & 2010
9. Estonia
• Internet and B2C E-Commerce Sector Trends
• Internet Users, in millions and in % of Population,
2006, 2007 & 2010
• Fixed Broadband Subscribers, in thousands and
Penetration Rate in %, 2009-2010f
• Internet and E-Commerce Sector Trends
• Share of Internet Shoppers on Internet Users,
• Most popular Product Categories in B2C
E-Commerce, in %, 2009
• Internet Users, in millions and in % of Population,
2005, 2006 & 2010
• Fixed Broadband Subscribers, in thousands and
Penetration Rate in %, 2009-2010f

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B2C E-Commerce and Internet Trends in 18 Eastern European Countries

Table of Contents (3 of 3)
13. Macedonia 17. Slovakia

• Internet and E-Commerce Sector Trends • Internet and E-Commerce Sector Trends
• Online Shopping Trends • Trends in Online-Shopping for 2010
• Internet Users, in millions and in % of Population, • Average Volume of one Order in B2C E-Commerce,
2002 & 2010 in EUR, 2008-2009
• Direct Marketing Trends • Combined Turnover of the eight biggest Online
• Activities of PayPal Shops, 2009
• Internet Users, in millions and in % of Population,
2005, 2006 & 2010
• Share of Online Shoppers, in %, 2009-2010
• Leading B2C E-Commerce Players; by Unique
Visitors and Audience Reach, August 2010
14. Montenegro

• Internet and E-Commerce Sector Trends

• Internet Users, in millions and in % of Population,
2010

18. Slovenia

• B2C E-Commerce Trends, 2009

15. Romania
• Internet Usage Trends, 2010
• Internet and E-Commerce Sector Trends
• Top 10 Romanian Brands most Present on the
Internet, February 2010
• Internet Users, in millions and in % of Population,
2007 & 2010
• Internet and E-Commerce Sector Trends
• Main Reasons for Online-Shopping, in %, Q1 2009
• Most popular Product Categories in E-Commerce,
in %, Q1 2009
• Internet Users, in millions and in % of Population,
2006, 2007 & 2010

16. Serbia 19. Ukraine

• Overview of E-Commerce Market • Internet and E-Commerce Sector Trends

• Internet and E-Commerce Sector Trends • Payment Card Online Trends
• Internet Users, in millions and in % of Population, • Leading B2C E-Commerce Players; by Unique
2010 Visitors and Audience Reach, August 2010

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B2C E-Commerce and Internet Trends in 18 Eastern European Countries

Samples
RESEARCH ON INTERNATIONAL MARKETS
We deliver the facts – you make the decisions

67% of Polish Internet users polled in April 2010, use E-Commerce

services, while 46% stated that they use E-Banking services.
Poland: Usage of Internet Services (including E-Commerce) of Internet Users in Poland, in %, 2010

Usage of Internet Services (including E-

¾ Two-third of Poles have a computer at home, while 59% of those Commerce) of Internet Users in Poland,
in % , 2010
surveyed on Apr 8-19 have declared they have internet access.
¾ Nearly all (92%) of internet users use the web at home, while half of
them (49%) – at school or work. E-Commerce 67%

¾ Compared to 2008, the percentage of internet café's visitors dropped

by 5pps to 2%.
¾ As many as 45% of the polled use mobile internet services (via E-Banking 46%
notebook, netbook, mobile phone); 67% of the surveyed used e-
commerce services, 46% - e-banking services.
¾ Internet is often used to access media: 40% of the polled listens to Media
40%
the radio on the internet, also 40% watches films and TV series, Access

while 68% reads newspapers and magazines online.

0% 20% 40% 60% 80%

Source: Poland Today, June 2010

34

RESEARCH ON INTERNATIONAL MARKETS

We deliver the facts – you make the decisions

Aukro.cz was the leading B2C E-Commerce player in terms of unique

monthly visitors in the Czech Republic (1.6 million in August 2010).
Czech Republic: Leading B2C E-Commerce Players; by Unique Visitors and Audience Reach, August 2010
Leading B2C E-Commerce Players Leading B2C E-Commerce Players
by Unique Visitors (Users) by Audience Reach

Aukro.cz 1600 Aukro.cz 21,7

Alza.cz 830 Alza.cz 11,3

Mall.cz 690 Mall.cz 9,3

Kasa.cz 180 Kasa.cz 2,5

Ob h d i d
Obchodni-dum.cz 100 Ob h d i d
Obchodni-dum.cz 14
1,4

0 500 1000 1500 2000 0 5 10 15 20 25

in thousand in %

Note: Unique visitors (users) and audience reach only include visitors from the corresponding country per month;
Selected online players with high traffic may not be included.
Source: DoubleClick Ad Planner, September 2010

50

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