Central Europe B2C E-Commerce Report 2010 by yStats.com

Central Europe B2C E-Commerce Report 2010

April 2010

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RESEARCH ON INTERNATIONAL MARKETS
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April 2010

Publication Date
April 2010
Language
English
Format
PDF & PowerPoint
Number of Pages/Charts
104
Covered Countries
Germany, Austria, Switzerland
Price
€2,450 (excl. VAT)

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Germany


Key Findings
Covering Germany, Austria & Switzerland

• Online sales of goods in Germany reached EUR 15 billion in 2009, growing by +15% vs. 2008.

• The majority of online shoppers in Germany relies on offline payments like advance payment, invoices, and
cash on delivery.

• During the 12 months prior to November 2009, 15 million people had bought online from the category
“Fashion and Shoes” in Germany.

• Amazon.de, Neckermann and OTTO are among the leading B2C E-Commerce players in Austria.

• Consumer electronics and media products were among the most successful product types in the Swiss
B2C E-Commerce market in 2009.

Company and Product Information
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Germany


Table of Contents (1 of 4) - Germany
1. Trends 3. Shares

• Germany vs. EU Broadband & Internet Usage • B2C E-Commerce Share on total Retail and
Indicators, 2004-2008 Distance Selling in Germany, in %, 2003-2009
• Reasons for Internet Access in Germany, in % of • Share of Goods and Services on B2C E-Commerce
Internet Users, 2009 Sales in Germany, in %, 2008-2009
• General Trends in B2C E-Commerce in Germany
• B2C E-Commerce of Clothing and Fashion in
Germany
• Growth Potential of the various German Online
Consumer Types, 2009
• Value and Number of Online Purchases and
Average Spending per Online Purchase in
Germany, 2007-2008
• Mobile Device Trends in Germany: Top Mobile

Device Families, Top Smartphone Operating
Systems
• Mobile Device Trends in Germany: Mobile Content
Usage

2. Sales 4. Products
• B2C E-Commerce, Retail and Distance Selling • Product Category Ranking for E-Commerce by On-
Sales in Germany, in EUR billion, 2003-2009 line Shoppers in Germany, in millions, April 2009
• B2C E-Commerce Sales (Goods only) in Germany, • Breakdown of B2C E-Commerce Sales and Sales
in EUR billion, 2001-2009 Growth in Germany, by Non-Food Segments,
• B2C E-Commerce Sales of Non-Food Products in in %, 2008-2009
Germany, in EUR billion, 2003-2009 • Top 5 Product Categories ordered Online, by Age
• B2C E-Commerce and Travel Sales in selected Groups in Germany, in %, 2009
European Countries, including Germany, in EUR • Top 10 Online Products bought by Consumers in
billion, 2014f Germany, in %, 2008
• B2C E-Commerce by Country in Europe, including • Top 10 Online Sales in Germany by Product

Germany, in GBP billion, 2009 & 2010f Category, excl. Services, in EUR million, 2008
• Types of Goods and Services bought Online in
Germany, compared to the EU27 Average, in %,
Q2 2008

Germany


Table of Contents (2 of 4) - Germany (cont.)
5. Users / Shoppers 6. Players

• Individuals in Europe using the Internet on • Leading B2C E-Commerce Players in Germany;
average daily or almost every Day, including by Online Sales in EUR million, 2008
Germany, in %, Q1 2009 • Leading B2C E-Commerce Players in Germany; by
• Development of Internet Users (millions) and its Unique Visitors and Audience Reach, February
Percentage of Country Population in Germany, 2010
2001-2009 • Leading B2C E-Commerce Players in Germany; by
• Forecast of Internet Users (millions) and its Number of Online Shoppers (million), April 2009
Percentage of Country Population in Germany, • Leading B2C E-Commerce Players in Germany; by
2008-2013f Number of Customers (million), 2008
• Internet Usage by Category and Gender in • Leading Shopping Clubs in Germany; by Sales in
Germany, in %, 2008 EUR million, 2009
• Internet Usage by Category and Age Group in • Facts about Amazon.de
Germany, in %, 2008
• Facts about Otto.de
• Development of Internet Shoppers (millions) and
• Facts about Neckermann.de
their Percentage of Internet Users in Germany, in
%, 2001-2009 • Facts about eBay.de
• Number of Online Shoppers in selected European
Countries including Germany, in millions, 2014f
• Internet Shoppers in Europe by Gender, including
Germany ranked by Total, in %, Q1 2009
• Internet Shoppers in Germany by Age Groups,
compared to the EU27 Average, in %, 2008
• Share of Internet Shoppers in Germany, compared
to the EU27 Average, in %, 2004, 2006, 2008 &
2009
• Average Expenditure (in EUR) and Purchasing
Frequency of B2C E-Commerce Consumers in
Germany, 2008-2009
• Percentage of Households in the EU with Internet
Access / Broadband Connections, in %, Q1 2007-
Q1 2009
• Total Broadband Subscribers in Germany,
compared to USA and the OECD, 2003-June 2008
• Total Broadband Subscribers per 100 Inhabitants
in Germany, compared to USA and the OECD
Average,2003 -June 2008
• Broadband Subscribers in Germany, by Access
Technology, compared to the OECD Average, in %,
June 2008
• Daily Internet Access and Broadband Penetration
in EU Comparison, 2008

Germany


Table of Contents (3 of 4) - Austria
1. Trends 5. Users / Shoppers (cont.)

• General B2C E-Commerce Trends in Austria • Internet Users in Austria by Age and Gender, in %,
• Proportion of Internet Users in CEE Countries 2003-2009
including Austria, as % of the Population, 2008 & • Internet Shoppers in Europe by Gender including
2009 Austria, ranked by total, in %, Q1 2009
• Households with Computer, Internet and • Internet Shoppers in Austria by Age Groups,
Broadband in Austria; Persons with Computer and compared to the EU27 Average, in %, 2008
Internet in Austria, 2002-2009 • Internet Shoppers in Europe by Gender including
• Reasons for People’s Internet Usage in Austria, by Austria, ranked by total, in %, Q1 2009
Age, in % of Internet Users, January-April 2009 • Internet Shoppers in Austria by Age Groups,
• Broadband and Narrowband Penetration in Austria, compared to the EU27 Average, in %, 2008
by Region, in %, January 2009 • Number and Share of Online Shoppers in Austria,
• Austria vs. EU Broadband & Internet Usage in % of Population, February-April 2009
Indicators, 2004-2008 • Internet Shoppers in Austria, compared to the
EU27 Average, in %, 2004, 2006, 2008 & 2009
2. Sales • Internet Shoppers in Eastern European Countries,
including Austria, in % of total Internet Users,
• B2C E-Commerce, Retail and Distance Selling
2007-2008
Sales in Austria, in EUR billion, 2006-2008
• Internet Shoppers in Austria by Age Groups,
compared to the EU27 Average, in %, 2008
3. Shares • Broadband Subscribers in Austria, compared to
Germany, USA and the OECD, 2003-June 2008
• B2C E-Commerce Share of total Retail Sales in
Austria, in %, 2006-2008 • Broadband Subscribers per 100 Inhabitants in
Austria, comp. to Germany, USA and OECD
4. Products Average, 2003-June 2008
• Broadband Subscribers in Austria, by Access
• Goods and Services purchased online in Austria, Technology, compared to the OECD Average in %,
in %, February-April 2009 June 2008

• Types of Goods and Services bought online in • Share of Households with Broadband Internet
Austria, compared to the EU27 Average, in %, Access in Austria, by Province, in %, 2009
Q2 2008 • Daily Internet Access and Broadband Penetration
in Austria in EU Comparison, 2008
5. Users / Shoppers
6. Players
• Individuals in Europe using the Internet on
average daily or almost every Day including • Leading B2C E-Commerce Players in Austria; by
Austria, in %, Q1 2009 Assortments
• Development of Internet Users and its Percentage • Leading B2C E-Commerce Players in Austria; by
of Country Population in Austria, 2000-2009 Unique Visitors and Audience Reach, February
2010
• Share of Households having a Computer in Austria,
by Province, in %, 2009 • Facts about Ottoversand.at
• Share of Households with Internet Access in • Facts about Neckermann.at
Austria, by Province, in %, 2009 • Facts about Eduscho.at
• Percentage of Households in the EU with
Internet Access / Broadband Connections,
including Austria, in %, Q1 2007-Q1 2009

Germany


Table of Contents (4 of 4) - Switzerland
1. Trends 5. Users / Shoppers

• B2C E-Commerce Trends in Switzerland • Development of Internet Users (millions) and its
Percentage of Country Population in Switzerland,
2000-2008
• Reasons for Internet Usage in Switzerland, in %
of Population aged 15+, 2008
• Regular Use of the Internet by People aged 14
2. Sales and older in Switzerland, in %, April-September
2008
• Development of B2C E-Commerce, Retail and • Broadband Subscribers in Switzerland, compared
Distance Selling Sales in Switzerland, 2006-2008 to Germany, USA and the OECD, 2003-June 2008
• B2C E-Commerce Sales by Country in Europe, • Broadband Subscribers per 100 Inhabitants in
incl. Switzerland, in GBP billion, 2009 & 2010f Switzerland, compared to Germany, USA and
the OECD Average, 2003-June 2008
• Broadband Subscribers by Access Technology in
Switzerland, compared to the OECD Average, in %,
June 2008

3. Shares

• B2C E-Commerce Share of total Retail and Home-
Shopping Sales in Switzerland, in %, 2008
6. Players

• Leading B2C E-Commerce Players in Switzerland;
by Assortments
4. Products • Leading B2C E-Commerce Players in Switzerland;
by Unique Visitors and Audience Reach, February
• Online Grocery Shopping, total and average 2010
Spending in Switzerland, 2008 • Facts about LeShop.ch

Germany


Samples

Trends Sales Shares Products Users / Shoppers Players

The number of Internet users in Germany reached 44 millions in 2009,
accounting for 67% of the total population.
Development of Internet Users (millions) and its Percentage of Country Population in Germany, 2001-2009

80 80%

66% 67%
70 70%
63%
58% 60%
55%
60 54% 60%

% of Country Population
Internet Users (mil.)

44%
50 50%
39% 43 44
41
38 39
40 34 36 40%
28
30 25
30%

20 20%

10 10%

0 0%
2001

2002

2003

2004

2005

2006

2007

2008

2009
Number of Internet Users % of Country Population

Definition: Occasional Internet Usage, Basis: Online Users 14+

Source: ARD/ZDF, May 2009

30


Trends Sales Shares Products Users / Shoppers Players

Amazon was the leading B2C E-Commerce player in terms of unique
monthly visitors in Austria (1.2 million in February 2010).
Leading B2C E-Commerce Players in Austria; by Unique Visitors and Audience Reach, February 2010
Leading B2C E-Commerce Players Leading B2C E-Commerce Players
by Unique Visitors by Audience Reach

amazon.at 1200 amazon.at 20

ottoversand.at 420 otto.at 6,9

universal.at
i l t 320 universal.at
i l t 5,2

eduscho.at 290 eduscho.at 4,7

neckermann.at 240 neckermann.at 4

laredoute.at 64 laredoute.at 1

quelle.at 40 quelle.at 0,6

yves-rocher.at 18 yves-rocher.at 0,3

donauland.at 18 donauland.at 0,3

0 200 400 600 800 1000 1200 1400 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;
Ranking based on company list of previous chart. Selected online players with high traffic may not be included.

Source: Google

82

Germany

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