Brochure & Order Form_Scandinavia B2C E-Commerce Report 2011

Scandinavia B2C E-Commerce Report 2011

November 2011

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November 2011

Publication Date
November 2011
Language
English
Format
PDF & PowerPoint
Number of Pages/Charts
166
Covered Countries
Sweden, Norway, Finland, Denmark

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Key Findings
Covering Sweden, Norway, Finland & Denmark
• weden was the leading Scandinavian country in terms of Internet users in May 2011, reaching more than 6
S
million. However, Norway was ahead of the other countries in terms of average hours per visitor.
• In 2010, Denmark was the leading Nordic country in terms of the average number of online purchases,
followed by Norway, Sweden and Finland.
• Denmark accounted for the highest share of online shoppers who informed themselves using a search engine
before making a purchase in 2010, followed by Finland, Sweden and Norway.
• “Books/Magazines/E-learning Material” and “Clothes, Sports Goods” were the leading product categories in
Sweden. In Norway, “Travel and Holiday Accommodation” was leading”, while in Finland, the leading product
category in B2C E-Commerce was “Clothes, Sports Goods”. Furthermore, the favorite product category
among online consumers in Denmark was “Tickets for Events” in 2010.
• Fashion online retailer Ellos is active in all Scandinavian countries, and is especially leading in Sweden and
Finland. Furthermore, consumer electronics retailers such as Elkjop and Komplett are very popular among
Scandinavian online shoppers.

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Table of Contents (1 of 4) - Sweden
1. Management Summary 6. Users / Shoppers

2. Trends • European Internet Usage by Country, ranked by total
Unique Visitors, May 2011
• Internet and B2C E-Commerce Trends in Sweden • Individuals in Europe using the Internet, by Country,
• Activities of the Swedish Population on the Internet in %, 2008-2010
within 3 Months, in %, 2010 • Internet and Broadband Household Penetration, by
• Steps taken before making a Purchase online in the Households, in %, 2008-2010
Nordic Region, in %, 2010
• Internet Users (millions) and Percentage of Country
• Average Number of Purchases in Nordic Countries, 6
Population in Sweden, 2007-2010
Months to Q3 2010
• Percentage of Population that uses the Internet on a
• Consumers’ Drivers to B2CE-Commerce in Sweden,
in %, Q3 2010 daily Basis in Sweden, in %, 2003-2010
• Sources of B2C E-Commerce Product Information for • Internet Usage, by Age Groups in Sweden, in %,
Consumers in Sweden, in %, Q2 2011 2010
• Share of Online Shoppers bought from Abroad in
• Online Shoppers in Sweden, in % of Internet Users,
Nordic Countries, in %, 2010 2000-2010
• Home Shopping (incl. E-Commerce) Payment • Online Shoppers by Age Groups in Sweden, in %,
Methods in the Nordic Region, in % of Home
2010
Shoppers, 2010
• Broadband Trends in Sweden • Penetration of Online Shoppers in Sweden, by Age
Group and Gender, in % of Population, 2010
• Internet Users who have made Online Purchases in
3. Sales Nordic Countries, in %, last 6 Months to Q3 2010
• Share of Consumers who buy Goods Online in
• B2C E-Commerce Sales in Sweden, in SEK billion, Sweden, in %, Q2 2011
2003-2011f
• Share of Consumers who plan to shop Online in
• Average total Online Spending per capita in Nordic Sweden, in %, Q3 2011
Countries, in EUR, Q3 2010

4. Shares

• Share of B2C E-Commerce on total Retail Sales in
Sweden, in %, 2005-2011f 7. Players

• Top 10 most popular Online Shops in Sweden, in %,
5. Products October 2010
• Types of Goods and Services bought Online in • Leading B2C E-Commerce Players in Sweden; by
Sweden, by Age Groups, in %, 2010 Unique Visitors and Audience Reach, September 2011
• B2C E-Commerce Sales of selected Product
Categories in Sweden, in SEK billion, 2010 • 20 Swedish Online Shops, ranked by different
• Growth of selected B2C E-Commerce Product Usability Criteria, in %, August 2011
Categories in Sweden, in %, Q2 2011 vs. Q2 2010 • Facts about Adlibris.com
• B2C E-Commerce per Product Category in Sweden,
• Facts about Cdon.se
in %, Q3 2010
• Share of Swedish Consumers who expect to increase • Facts about Ellos.se
Consumption in selected B2C E-Commerce Product • News about Members.com, 2011
Categories, in %, Q3 2010
• Share of Products bought from Abroad (from foreign
Sites) in Nordic Countries, by Category, in %, 2010



Table of Contents (2 of 4) - Norway

2. Trends • Individuals in Europe using the Internet, by Country,
in %, 2008-2010
• ICT Usage in Households in Norway, Q2 2011 • Internet and Broadband Household Penetration, by
• Purpose and Nature of Activities on the Internet in Households, in %, 2008-2010
Norway, in % of Internet Users, 3 months to Q2 2011 • European Internet Usage by Country Ranked by Total
• Steps taken before making a Purchase online in the Unique Visitors, May 2011
Nordic Region, in %, 2010
• Internet Users (millions) and its Percentage of
• Share of Online Shoppers who bought from Abroad in
Country Population in Norway, 2005, 2007 & 2010
Nordic Countries, in %, 2010
• Frequency of Internet Usage by Gender, Age &

• Average Number of Purchases within last six Months
in Nordic Countries, Q3 2010 Employment, in %, Q2 2011
• Home Shopping (incl. E-Commerce) Payment Methods • Location of Internet Usage by Gender, Age &

in the Nordic Region, in % of Home Shoppers, 2010 Employment, in %, Q2 2011
• Consumers’ Drivers to E-Commerce in Norway, in %, • Total Broadband Subscribers in Norway, compared to
Q3 2010 Germany, USA and the OECD Average, 2006-2010
• Households in Norway with Access to different ICT by • Broadband Subscribers per 100 Inhabitants in
Income, in NOK thousand, in %, Q2 2011
Norway, compared to Germany, USA and the OECD
• Broadband Access Trends in Norway, Q2 2011 Average, 2006-2010
• Internet Access by various Household Categories in • Broadband Subscribers in Norway, by Access
Norway, Q2 2011
Technology compared to the OECD Average in %,
• Mobile Internet Access Penetration in Europe, by 2010
Country, in %, 2010
• Penetration of Online Shoppers in Norway, compared
to EU27 Average, in %, 2006-2010
3. Sales
• EU Comparison of Online Shopper Penetration, in %
of Population, 2010
• B2C E-Commerce Sales in Norway, in GBP billion,
2009-2010 • Online Shoppers in Norway by Age Groups, compared
to EU27 Average, in %, 2010
• Average total Online Spending per capita in Nordic
Countries, in EUR, Q3 2010 • Penetration of Online Shoppers, by Age Group and
Gender, in % of Population, 2010
4. Shares • Internet Users who have made Online Purchases in
the last six Months in Nordic Countries, in %,
Q3 2010
• B2C E-Commerce Share on total Retail Sales in
Norway, in %, 2009-2010

5. Products 7. Players
• Types of Goods / Services bought over the Internet in • Leading B2C E-Commerce Players in Norway; by
Norway, in %, 12 Months to Q2 2011 Unique Visitors and Audience Reach, September 2011
• Types of Goods / Services bought over the Internet in • Leading Online Shops in Norway, in Terms of
Norway, by Gender & Age, 12 Months to Q2 2011 estimated Number of Orders, January 2011
• B2C E-Commerce per Product Category in Norway, • Favorite Norwegian Online Shops according to
in %, Q3 2010 Consumers in Norway, in %, January 2011
• Share of Norwegian consumers who expect to • The 20 cheapest Electronics Online Shops in Norway,
increase Consumption in selected B2C E-Commerce in %, July 2011
Product Categories, in %, Q3 2010 • Facts about Elkjop.no
• Share of Products bought from Abroad in Nordic • Facts about Komplett.no (incl. Mpx.no)
Countries, by Product Category, in %, 2010
• Facts about Bokklubben.no (incl. Bokkilden.no)



Table of Contents (3 of 4) - Finland

2. Trends • European Internet Usage by Country Ranked by Total
• B2C E-Commerce Trends in Finland, 2010/2011
• Individuals in Europe using the Internet, by Country,
• Clothing B2C E-Commerce Trends in Finland, in %, 2008-2010
2010 & 2016f
• Internet and Broadband Household Penetration, by
• Grocery B2C E-Commerce Trends in Finland, 2010
Households, in %, 2008-2010
• Home Shopping Payment Methods in the Nordic
Region, in % of Home Shoppers, 2010 • Internet Users (millions) and Penetration, in % of
• Steps taken before making a Purchase online in the total Population, 2005-2010
Nordic Region, in %, 2010 • Internet Activities in Finland, by Age Groups and
• Average Number of Purchases within last six Months Gender, in % of Population, October 2010
in Nordic Countries, Q3 2010
• Internet Users in Finland by Age Groups, in %,
• Consumers’ Drivers to E-Commerce in Finland, in %,
Q3 2010 previous 3 months to October 2011
• Share of Online Shoppers who bought from Abroad in • Broadband Subscribers in Finland, by Access
Nordic Countries, in %, 2010 Technology compared to the OECD Average in %,
2010
• Online Shoppers in Finland by Age Groups, in %,
3. Sales
2010

• B2C E-Commerce Sales of Goods, Services and digital • Penetration of Online Shoppers in Finland, by Age
Content in Finland, in EUR billion, 2010 Group and Gender, in % of Population, 2010
• Breakdown of B2C E-Commerce Sales in Finland, • Share of Online Shoppers in Finland, compared to the
into domestic and foreign Trade, in %, 2010 EU27 Average, in %, 2005-2010
• Average total Online Spending per capita in Nordic
Countries, in EUR, Q3 2010 • EU Comparison of Online Shopper Penetration, in %
of Population, 2010
4. Shares the last six Months in Nordic Countries, in %,
Q3 2010

• B2C E-Commerce Share of Total Retail Sales in
Finland, in %, 2010

• B2C E-Commerce Sales by Product Category in • Leading B2C E-Commerce Players in Finland; by
Finland, in EUR million, 2010
Unique Visitors and Audience Reach, September 2011
• Breakdown of B2C E-Commerce Sales in Finland, into
Goods, Services and digital Content, in %, 2010 • Facts about Hobbyhall.fi
• Types of Goods and Services bought online in Finland, • Facts about Netanttila.com
in %, 2010
• Facts about Ellos.fi
• Types of Goods and Services bought online in Finland,
by Age Groups, in %, 2010 • News about eBay.fi
• B2C E-Commerce per Product Category in Finland,
in %, Q3 2010
• Share of Finnish Consumers who expect to increase
Consumption in selected B2C E-Commerce Product
Categories, in %, Q3 2010
• Share of products bought from Abroad in Nordic
Countries, in %, 2010



Table of Contents (4 of 4) - Denmark

2. Trends • European Internet Usage by Country, ranked by Total
• B2C E-Commerce Trends in Denmark, 2011 • Individuals in Europe using the Internet, by Country,
in %, 2008-2010
• Steps taken before making a Purchase online in the
Nordic Region, in %, 2010 • Internet and Broadband Household Penetration, by
Households, in %, 2008-2010
• Share of Online Shoppers who bought from Abroad in
• Internet Users (millions) and Percentage of Country
Nordic Countries, in %, 2010
Population in Denmark, 2008-2010
• Average Number of Purchases within last six Months
• Total Broadband Subscribers in Denmark, compared
in Nordic Countries, Q3 2010
to Germany, USA and the OECD, 2006-2010
• Consumers’ Drivers to B2C E-Commerce in Denmark, • Location of Internet Usage by Gender, Age &

in %, Q3 2010 Employment, in %, Q2 2011
• Most popular Payment Methods in B2C E-Commerce • Total Broadband Subscribers in Norway, compared to
in Denmark, in %, Q3 2011 Germany, USA and the OECD Average, 2006-2010
• Home Shopping Payment Methods in the Nordic • Total Broadband Subscribers per 100 Inhabitants in
Region, in % of Home Shoppers, 2010 Denmark, compared to Germany, USA and the OECD
• Mobile Internet Access Penetration in Europe, by Average, 2004-2010
Country, in %, 2010 • Broadband Subscribers in Denmark, by Access
Technology compared to the OECD Average in %,
2010
3. Sales • Penetration of Internet Shoppers in Denmark, comp.
to EU27 Average, in %, 2006-2010
• EU Comparison of Online Shopper Penetration, in %
• B2C E-Commerce Sales in Denmark, in DKK billion,
of Population, 2010
2010 & 2011f
• Online Shoppers in Denmark by Age Groups,
• Average total Online Spending per Capita in Nordic compared to EU27 Average, in %, 2010
Countries, in EUR, Q3 2010
• Penetration of Online Shoppers, by Age Group and
Gender, in % of Population, 2010
4. Shares • Frequency of Shopping Online among Online
Shoppers in Denmark, in %, Q3 2010 & Q3 2011
• Share of B2C E-Commerce on total Retail Sales, in %,
Nordic Countries, in %, last 6 Months to Q3 2010
2010 & 2011f


• B2C E-commerce by Product and Region, in % of • Most popular Online Shops in Denmark, in %,
Internet Shoppers,12 Months to September 2011 Q3 2011
• B2C E-Commerce per Product Category in Denmark,
• Leading B2C E-Commerce Players in Denmark; by
in %, Q3 2010
Unique Visitors and Audience Reach, September 2011
• Share of Danish consumers who expect to increase
Consumption in selected Product Categories, in %, • Facts about Elgiganten.dk
Q3 2010 • Facts about Bilka.dk
• The most popular Product Categories in B2C
• Facts about Nettorvet.dk / Coop.dk
E-Commerce in Denmark, in %, Q3 2011
• Share of Products bought from Abroad in Nordic • Facts about Billetnet.dk
Countries, by Category, in %, 2010 • Facts about Saxo.com



Samples


Trends Sales Shares Products Users / Shoppers Players

The number of Internet users in Sweden reached 8.5 million in 2010,
accounting for 91% of the total country population.
Internet Users (millions) and Percentage of Country Population in Sweden, 2007-2010
10 100%

8,3 8,5
Number of Internet Users (in millions)

8,1

Percentage of Country Population
95%
8
7,3
90%
6
90% 91%
88% 85%
4
80%

2 80%
75%

0 70%
2007 2008 2009 2010

Number of Internet Users Percentage of Country Population

Note: Individuals who accessed the Internet within the last 3 months
Source: Eurostat, January 2011

32


Trends Sales Shares Products Users / Shoppers Players

Elgiganten.dk was the leading B2C E-Commerce player in terms of
unique visitors in Denmark in September 2011.
Leading B2C E-Commerce Players in Denmark; by Unique Visitors and Audience Reach, September 2011
Leading B2C E-Commerce Players, by Unique Leading B2C E-Commerce Players, by
Visitors (Users) from Denmark, in thousands Audience Reach in Denmark, in %

Elgiganten.dk 360 Elgiganten.dk 7,7

Bilka.dk 320 Bilka.dk 6,8

Nottorvet.dk 220 Nettorvet.dk 4,8

Saxo.com 180 Saxo.com 3,9

Billetnet.dk 120 Billetnet.dk 2,7

Ellos.dk 110 Ellos.dk 2,4

Bonaparte.dk 100 Bonaparte.dk 2,2

0 100 200 300 400 0 2 4 6 8 10
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, October 2011

160



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Brochure & Order Form_Scandinavia B2C E-Commerce Report 2011