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1. North America B2C E-Commerce Report 2012
March 2012
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RESEARCH ON INTERNATIONAL MARKETS
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March 2012
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March 2012
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USA, Canada
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2. North America B2C E-Commerce Report 2012
Key Findings
Covering Trends, Sales, Shares, Products, Users/Shoppers and Players
• The North American share on global B2C E-Commerce sales is projected to decrease from 2010 to 2013.
• Growth in online shopping in the US in 2012 is projected to mostly be driven by mobile and social commerce
as well as daily deals, while also more seniors and low-income consumers turn to online shopping.
• In 2010, Amazon was the top overall B2C E-Commerce Player in the US, while Victoria’s Secret was leading
in the US apparel and accessories market, Netflix in the US books, music and video market and Apple was
the leading B2C E-Commerce company in the US computers and electronics market.
• Due to high costs and missing competition, only slightly more than 80% of Canadians had ever shopped
online as of 2011, less than the global average and countries like Japan, the UK, South Korea and Germany.
• The most purchased product categories of online shoppers in Canada in 2010 were “Travel Arrangements”,
“Tickets for Entertainment Events” and “Books, Magazines and Online Newspapers”.
Company and Product Information
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3. North America B2C E-Commerce Report 2012
Table of Contents (1 of 3) - Regional & USA
Regional: North America
• Distribution of Internet Users worldwide, by • Share of B2C E-Commerce Sales on Global B2C
geographic Region, in %, 2011 E-Commerce Sales, in %, 2010 & 2013f
• Internet User Penetration Rates, by geographic • Global Share of B2C E-Commerce on Total Retail
Region, in %, 2011 Sales in selected Regions, in %, 2010
• B2C E-Commerce Trends in North America, 2011
• Global Estimate on B2C E-Commerce Sales, in USD and Coupon Use, including Online Coupons, by
billion, 2010 & 2013f Consumers in North America and Asia-Pacific, in
• B2C E-Commerce Sales in North America, in USD %, 2011
billion, 2010-2015f • Use of Online Grocery Shopping and Home Delivery
in North America & Regions Worldwide, in %, 2011
USA
1. Management Summary 3. Sales
2. Trends • B2C E-Commerce Sales, in USD billion, Q1 2007-
Q4 2011
• B2C E-Commerce Trends in the US, 2011/2012 • Total E-Commerce Spending in the US with Travel
• Percentage of E-Commerce Transactions with Free E-Commerce Spending and Retail (non-travel)
Shipping, in %, Q2 2009-Q2 2011 E-Commerce Spending, in USD billion, ´10 & ´11
• Coupon Usage Trends in the US, 2011, incl. • Total Retail Sales in the US, in USD billion, 2007-
Number of Online Coupon and Codes Users in the 2011 and Sales of Electronic Shopping and Mail-
US, in millions, 2010, 2011 & 2013f Order Houses, in USD billion, 2007-2011
• Social Commerce Revenues in the US, in USD • US Retail B2C E-Commerce Sales, in USD billion
billions, 2011-2015f
and % Increase vs. prior Year, 2009-2015f
• Daily Deal Sites Revenues, in USD billions, 2010-
2015f
• Online Video Viewing in the US, in million average
Viewers, billion Videos viewed and Videos per
Viewer, December 2010 & December 2011
• M-Commerce Sales in the US, in USD billion, 4. Shares
2010-2015f
• Mobile Buyers in the US, in millions and in % of • B2C E-Commerce as a % of total Retail Sales in
Mobile Phone Users, 2010-2015f
the US, 2010 & 2011
• Reasons for US Online Shoppers to visit an Online
Store, by Top Mentions, in %, 2011
• Percentage of US Online Shoppers having bought
directly from a Consumer Brand or Manufacturer
On line, in %, 2011
• Online Shopping Frequency of US Online Shoppers,
in %, 2011 5. Products
• Trends on the E-Book Market in the US, including
Distribution and Pricing and Percentage of US • Top 10 Gaining Site Categories in the US, by %
E-Book Buyers Shopping at Amazon, in %, 2011 Change in unique Visitors, November 2011 vs.
• Regulatory Trends: Internet Sales Tax Collection December 2011
Laws and Trends in the US, 2011 • Top 5 Gaining B2C E-Commerce Categories in the
• Regulatory Trends: “Net Neutrality” Rules in the US, in % Growth, 2011 vs. 2010
US, 2011
• Top 10 Mobile Categories in the US, in unique
• Regulatory Trends: Anti-Piracy Legislation Trends Visitors and % Change in Growth, Dec 2010 vs.
in the US, 2011-2012 Dec 2011
• Regulatory Trends: E-Commerce Patent Suit
Trends, 2011
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4. North America B2C E-Commerce Report 2012
Table of Contents (2 of 3) - USA
5. Products (cont.) 7. Players (cont.)
• E-Book Sales in the US, in USD million, 2008-2010 • Top 10 B2C E-Commerce Companies in the US
and Number of E-Books sold in the US, in millions, Apparel & Accessories Market, by Sales, in USD
2009 & 2010 million, 2010
• Regular (Text only) E-Book Sales and enhanced • Top 10 B2C E-Commerce Companies in the US
E-Book Sales in the US, USD million, 2009 & 2010 Books, Music & Video Market, by Sales, in USD
• Share of E-Books on the total US Book Trade million, 2010
Market, in %, 2008 & 2010 and Share of US
• Top 10 B2C E-Commerce Companies in the US
E-Book Buyers who increased their Spending on
E-Books, in %, September 2010 & May 2011 Computers & Electronics Market, by Sales, in USD
million, 2010
• Number of E-Book Titles offered by Amazon’s
Kindle Store and by Barnes & Noble, 2011 and • Top 10 B2C E-Commerce Companies in the US
Share of E-Book Buyers who use Barnes & Noble or Flowers and Gifts Market, by Sales, in USD million,
Apple for their Purchases, in %, 2011 2010
• Digital Music Sales in the US, in USD billion, 2010 • Top 10 B2C E-Commerce Companies in the US
& 2011 and Share of digital Music Sales on the Food and Drug Market, by Sales, in USD million,
total Music Industry Revenue in the US, in %, 2011 2010
• Top 10 B2C E-Commerce Companies in the US
6. Users / Shoppers Hardware & Home Improvement Market, by Sales,
in USD million, 2010
• Internet Users in the US, in millions and in % of • Top 10 B2C E-Commerce Companies in the US
total Population, 2009-2015f Health and Beauty Market, by Sales, in USD
• Fixed Broadband Subscribers in the US, in Total million, 2010
(millions) and per 100 Inhabitants, compared to • Top 10 B2C E-Commerce Companies in the US
Germany and the OECD Total, 2006-2011
Housewares & Home Furnishings Market, by Sales,
• Fixed Broadband Subscribers in the US, by Access in USD million, 2010
Technology compared to the OECD Average in %,
2011 • Top 10 B2C E-Commerce Companies in the US
Jewelry Market, by Sales, in USD million, 2010
• Number of Online Shoppers in the US, in millions
and in % of Internet Users, 2009-2015f • Top 10 B2C E-Commerce US Mass Merchant
Companies, by Sales, in USD million, 2010
• Top 10 B2C E-Commerce Companies in the US
7. Players Office Supply Market, by Sales, in USD million,
2010
• Top 10 Internet Retailers in the US, by Online • Top 10 B2C E-Commerce Companies in the US
Revenues in USD billion, 2009 & 2010
Specialty – Non-Apparel Market, by Sales, in USD
• Rank 1: Amazon million, 2010
• Rank 2: Staples
• Top 10 B2C E-Commerce Companies in the US
• Rank 3: Apple
Sporting Goods Market, by Sales, in USD million,
• Rank 4: Dell 2010
• Rank 5: Office Depot
• Top 10 B2C E-Commerce Companies in the US Toys
• Rank 6: Walmart
and Hobbies Market, by Sales, in USD million, 2010
• Rank 7: Sears
• Average unique monthly Visitors on selected Retail
• Rank 8: Liberty Media Group
Sites in the US, in millions, Q2 2011
• Rank 9: Office Max
• Rank 10: CDW
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5. North America B2C E-Commerce Report 2012
Table of Contents (3 of 3) - Canada
1. Management Summary 5. Products
2. Trends • Types of Goods ordered Online in Canada, in % of
Online Shoppers, 2010
• Internet and B2C E-Commerce Trends in Canada,
• Top 15 Gaining Site Categories in Canada, by %
2010
Change in unique Visitors, Q4 2009 vs. Q4 2010
• B2C E-Commerce Forecast in Canada, 2011
• Online Shopping in Canada and Consumers ever
shopped Online, in selected Countries, in %, 2011
• Number and Value of Online Orders in Canada, in 6. Users / Shoppers
%, millions and CAD million 2010
• Internet Users and their Percentage of Country
• Online Activities of Internet Users in Canada, in %,
Population in Canada, 2005, 2007, 2009 & 2010
2010
• Internet Users by Region, in Canada, in %, 2010
• Sources used for Researching Purchases in
• Breakdown of Internet Users in Canada by Region,
Canada, in %, September 2011
in %, in Q4 2010
• Mobile Phone Users in Canada by Kind of Mobile
• Breakdown of Internet Users by Household
Phone, in %, in 2010
Income, in Canada, in %, Q4 2010
• Mobile Content Usage of Smartphone Users in
• Fixed Broadband Subscribers in Canada, in Total
Canada, in %, September 2011
(millions) and per 100 Inhabitants, compared to
• Mobile Retail App Types that Canadian Students
Germany, USA and the OECD Total, 2006-2011
are interested in or have downloaded, in %,
• Fixed Broadband Subscribers in Canada, by Access
September 2011
Technology compared to the OECD Average in %,
• Online Video Consumption in Canada, by Age
2011
Segment in Average Hours per Viewer and Average
• Share of Online Shoppers on Internet Users in
Videos per Viewer, Q4 2010
Canada, in %, in 2010
3. Sales 7. Players
• B2C E-Commerce Sales in Canada, in CAD billion, • Top Online Shopping Sites in Canada, in % of
2010-2015f Internet Users, November 2011
• Facts about Amazon.ca
• Facts about Apple.ca
• Facts about Bestbuy.ca
• Facts about Walmart.ca
4. Shares
• Facts about Canadiantire.ca
• Share of B2C E-Commerce Sales on Retail Sales in • Facts about Ebay.ca
Canada, in %, 2010-2015f
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6. North America B2C E-Commerce Report 2012
Samples
RESEARCH ON INTERNATIONAL MARKETS RESEARCH ON INTERNATIONAL MARKETS
We deliver the facts – you make the decisions We deliver the facts – you make the decisions
Trends Sales Shares Products Users / Shoppers Players Trends Sales Shares Products Users / Shoppers Players
Growth in online shopping in the US in 2012 is projected to mostly Staples increased its online sales by +4% up to USD 10.2 billion
be driven by mobile and social commerce as well as daily deals. (EUR 7.7 bil.) in 2010, compared to USD 9.8 bil. (EUR 7.1 bil.) in 2009.
B2C E-Commerce Trends in the US, 2011/2012 Rank 2: Staples
New channels have developed in US retail E-Commerce. While the overall market is reaching maturity, with growth rates Name of Company Staples
stabilizing after higher growth rates in the years following the 2009 recession, online sales are still projected to increase by
USD 100 billion between 2010 and 2015. Headquarters USA
This growth will mostly be driven by mobile commerce, social commerce and daily deals sites. Mobile commerce is Major Online Shops www.staples.com
especially useful for time-sensitive purchases such as last-minute gifts, event tickets, flash sales, daily deals and online
auctions. Social commerce enables consumers on a social networking site to complete transactions without leaving the Company Type Multichannel Retailer (Stores, Internet)
network. Special offers via the network aimed at followers or “likers” are also well received. Furthermore, personalized daily
deals offering discounts at local retailers act as incentives for purchases. Product Range Office Supplies
While the growth of online sales in product categories such as books, computer hardware and software, music and videos Year Ended January 29
is declining, categories not yet smoothly adopted into E-Commerce such as fashion, household goods and consumer
groceries present great potential for sales growth. Visualization tools and easy return policies in online fashion shopping or
Staples is opening an E-Commerce Innovation
same-day delivery, saved shopping lists and automatic reorders in grocery shopping are examples of services in this product
Center to build online shopping tools. Working there
category. will be teams focused on designing and deploying e-
News (E-Commerce)
commerce tools and features to serve Staples’
Internet shoppers have begun to include more seniors and lower-income consumers. customers. The center is expected to be opened by
May 2012. (January 2012)
The adoption of smartphones, tablets, laptops, desktops, e-readers, game consoles, connected TVs and set-top boxes in
the US enables Internet consumption any time, anywhere. With the expansion of mobile Internet use, consumers can
more easily and effectively be accessed via the Internet than through offline channels.
B2C E-Commerce Revenue (Internet Retailer Estimate)
Most US Internet audiences are drawn to apps, video and audio streams, games, e-books and periodicals, social networking
sites and other platforms which are suitable for marketing purposes. By combining the online content demanded by Currency 2010 2009 Growth in %
consumers with advertising for brand awareness, promotion expenses can be saved in less accessed channels. EUR billion 7.70 7.05 +9.3
Moreover, media content is increasingly consumed via on-demand streaming, rather than permanent downloads, opening USD billion 10.20 9.80 +4.1
up new possibilities for commercials through streaming services such as Spotify or Pandora.
Source: Google, company homepages, business reports, business and company databases, journals, company registries, news portals, industry and trade associations
Source: yStats.com, February 2012
50
10
RESEARCH ON INTERNATIONAL MARKETS RESEARCH ON INTERNATIONAL MARKETS
We deliver the facts – you make the decisions We deliver the facts – you make the decisions
Trends Sales Shares Products Users / Shoppers Players Trends Sales Shares Products Users / Shoppers Players
55% of online shoppers in Canada purchased “Travel Arrangements” Bestbuy.ca was one of the major B2C E-Commerce players in Canada
online in 2010, followed by “Tickets for Entertainment Events” (48%). with 1.6 million unique visitors in January 2012.
Types of Goods ordered Online in Canada, in % of Online Shoppers, 2010 Facts about Bestbuy.ca
Travel Arrangements 55% Name of Company Bestbuy.ca
Tickets for Entertainment Events 48%
Homepage www.bestbuy.ca
Books, Magazines, Online Newspapers 40%
Clothing, Jewellery or Accessories 36%
Unique Visitors
Membership or Registration Fees 32% 1.6 million (January 2012)
(Users)
Music 30%
Software 23%
Reach, in % 5.7 % (January 2012)
Consumer Electronics 22%
Videos or DVDs 20%
Vertical
Toys and Games 19% Retailer
Integration
Photographic Services 16%
Type of Mail-
Computer Hardware 15% Multichannel Retailer
Order Provider
Gift Certificates or Gift Cards 15%
Consumer Electronics, Computers, Entertainment
Other Health or Beauty Products 12% Product Range
Software
House Wares 12%
− Starting in November 2011, Bestbuy.ca commenced
Sports Equipment 11%
its online streaming video service, CinemaNow,
Food or Beverages 11% offering video purchase or rent.
Home Improvement or Gardening Supplies 7% − The second version of the free Bestbuy.ca iPhone
Presciption Drugs or Products 3% News app has been launched in May 2011. It has become
Other 16%
one of the most downloaded free iPhone apps in the
Canadian App Store, at approx. 200 thousand
downloads.
0% 10% 20% 30% 40% 50% 60%
Source: Statistics Canada, October 2011 Source: Company homepages, business reports, business and company databases, journals, company registries, news portals, industry and trade associations
24 38
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7. North America B2C E-Commerce Report 2012
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expressly permitted under the Contract. party; and
4.2
Upon delivery of the Products to the customer and payment of the agreed fee, the customer d) ust be disclosed to legal or tax advisors of the contractual customer in question for
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obtains a non-exclusive, non-transferable, perpetual, worldwide right to use the Products consulting purposes.
provided to the customer for its internal purposes or any additional purposes set out in the the cases of Sections c) and d), the parties shall (i) promptly inform each other about a
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Order Form. A right to resell our Products requires our prior written approval. given request and prior to disclosing confidential information, and (ii) limit the disclosure of
4.3 the event that the parties agree on a “Single User License” under the Order Form, this
In confidential information to the minimum required.
means that only one individually named user of an organization shall be entitled to access 9.2 may use the Customer as a reference so long as no contractual details are divulged.
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the report. In the event that the parties agree on a “Site License” under the Order Form, this 10. JURISDICTION, GOVERNING LAW, MISCELLANEOUS
means that all users within a given geographical location (as specified in the Order Form) 10.1 lace of payment is Hamburg, Germany.
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of an organization shall be entitled to access the report. In the event that the parties agree 10.2 ll disputes arising from or in connection with any Contract between the parties shall be
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on a “Global Site License”, this means that all worldwide users of an organization shall be resolved through the courts of Hamburg. Governing law is German law.
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