Western Europe B2C E-Commerce Report 2011

Western Europe B2C E-Commerce Report 2011

June 2011

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

June 2011

Publication Date
June 2011
Language
English
Format
PDF & PowerPoint
Number of Pages/Charts
253
Covered Countries
UK, France, Spain, Italy, Netherlands, Belgium
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Key Findings
Covering the UK, France, Spain, Italy, Netherlands & Belgium

• 10% of individuals in the UK accessed the Internet with their mobile phone in 2010 - above the EU average
of 7%. UK M-Commerce sales are forecasted to more than double until 2013. The expected boom of
M-Commerce will be driven by new technologies and the growing penetration of smartphones.

• B2C E-Commerce sales in France reached more than EUR 30 billion in 2010.

• El Corte Ingles was the leading B2C E-Commerce player in terms of unique monthly visitors in Spain in May
2011, followed by Privalia.com, Carrefour, Casa del Libro, Zara, La Redoute and Venca.

• The share of B2C E-Commerce on total retail sales in Italy grew from 4% in 2009 to 6% in 2010.

• The number of Internet users in the Netherlands reached 15 million in 2010, accounting for 90% of the total
population.

• Belgian B2C E-Commerce sales increased by +15% in 2010 (vs. 2009). 95% of Belgian online retailers see a
bright future for 2011, however, 84% expect more international competition.

Company and Product Information
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Table of Contents (1 of 6) - UK
1. Management Summary 5. Products
• Types of Goods and Services bought online in the UK,
2. Trends by Age Groups, in % of Individuals, 2010
• Products purchased over the Internet in the UK by
• UK E-Commerce Conversion Rate Developments, Gender, in % of Online Shoppers, Jan.-March 2010
August 2010
• Products purchased over the Internet in the UK by
• UK Multichannel and B2C E-Commerce Trends, 2010 Age, in % of Online Shoppers, January-March 2010
• Sales Trends of UK Multichannel Retailers, 2009 & • Top Online Product Categories, by average Spend per
2013f, incl. Breakdown of Retail Sales, by Channel Head in GBP, August 2010
• Reach of Retail Sites in the UK and European 6. Users / Shoppers
Countries, January 2010 vs. January 2011
• Average Price of Online Products in the UK and 10 • Development of Internet Users and Penetration in the
other Countries worldwide, in GBP, January 2011 UK, in millions and %, 2005-2010
• Online Fashion Sales Trends in the UK, 2011 • Internet Access in the UK by Age Groups, in %, 2010
• UK Internet Usage Key Trends in 2010 • Individuals in Europe using the Internet, by Country,
• Internet Usage by Purpose in the UK, by % of in %, 2008-2010
Households, 2010 • Internet and Broadband Household Penetration, by
Households, in %, 2008-2010
• Most popular Site Categories in the UK, by active
Reach in %, 2010 • Total Broadband Subscribers in the UK, compared to
Germany, USA and OECD, 2006-2010
• Online Payment Methods in the UK, in %, 2010
• Total Broadband Subscribers per 100 Inhabitants in
• Mobile Internet Access Penetration in the UK and the UK, compared to Germany, USA and the OECD
Europe, by Country, in %, 2010 Average, 2006-2010
• UK M-Commerce Revenue, in GBP million, 2009 & • Broadband Subscribers in the UK, by Access
2013f Technology compared to the OECD Average in %,
2010
• UK M-Commerce Sales Trends, 2010
• Development of Online Shoppers (millions) and their
• UK M-Commerce Usage Trends, 2010 Percentage of Internet Users in the UK, 2009-2014f
• UK M-Commerce Growth and Spending Trends, 2010 • Number of Online Shoppers in the UK, in millions,
• UK M-Commerce Share Trends, 2009 2010 & 2014f
• Internet Shoppers in the UK by Age Groups, in %,
• M-Commerce Usage by UK Mobile and Smartphone 2010
Users, in %, 2010
• Penetration of Online Shoppers, by Age Group and
Gender, in % of Population, 2010
3. Sales • EU Comparison of Online Shopper Penetration, in %
of Population, 2010
• B2C E-Commerce Sales in the UK, in GBP billion, 7. Players
2002-2010 & 2014f
• B2C E-Commerce Sales in the UK, in EUR billion, • Top 10 UK Retailers ranked by Total Online Sales, in
2009-2010 GBP billion, 2008-2010
• Top 5 UK E-Commerce Websites, ranked by Unique
• B2C E-Commerce Sales in the UK, in GBP billion, Visitors, January 2011
2010-2011f
• Rank 1: Tesco
• B2C E-Commerce Sales on a monthly Basis in the • Rank 2: Argos
UK, in GBP billion, January-April 2011
• Rank 3: Shop Direct Group
• B2C E-Commerce Sales of Fashion in the UK, in
• Rank 4: Dixons Retail
GBP billion, 2010, 2011f & 2015f • Rank 5: Next Directory
• Average annual Spend of Online Shoppers in the • Rank 6: J Sainsbury
UK, in GBP, 2005-2014f • Rank 7: Marks and Spencer
• Rank 8: John Lewis
• Rank 9: N Brown Group
4. Shares
• Rank 10: Comet.co.uk
• News about Kiddicare/Morrisons
• B2C E-Commerce Share on total Retail Sales, in %, • News about Asos
2005-2010 • Customer Satisfaction of the Top 10 UK Online Pure
Players, in %, December 2009



Table of Contents (2 of 6) - France
1. Management Summary 6. Users / Shoppers

2. Trends • Development of Internet Users in France, in million
and Penetration in %, 2009-2015f
• B2C E-Commerce Trends in France, 2010 • Individuals in Europe using the Internet, by Country,
in %, 2008-2010
• Reach of Retail Sites in European Countries, incl.
France, in %, January 2010 vs. January 2011 • Internet and Broadband Household Penetration, by
Households, in %, 2008-2010
• Number of B2C E-Commerce Websites in France, in
thousand, 2006-2010 • Total Broadband Subscribers in France, compared to
Germany, USA and the OECD Total, 2006-2010
• Average Price of Online Products in France and 10
other Countries worldwide, in GBP, January 2011 • Total Broadband Subscribers per 100 Inhabitants in
France, compared to Germany, USA and the OECD
• Most popular Payment Methods for E-Commerce in Average, 2006-2010
France, in % of Internet Users, 1st Quarter 2010
• Broadband Subscribers in France, by Access
• Mobile Internet Access Penetration in France and Technology compared to the OECD Average in %,
Europe, by Country, in %, 2010 2010
• Share of Mobile Phone Owners who use M-Commerce; • Penetration of Internet Shoppers in France, comp. to
France compared to UK and Germany, in %, April EU27 Average, in %, 2006-2010
2010
• EU Comparison of Online Shopper Penetration, in %
• Most purchased Product Categories by Mobile of Population, 2010
Shoppers in France, in %, 2010
• Internet Shoppers in France by Age Groups,
• Top 20 Groups ranked by Number of Unique Visitors compared to EU27 Average, in %, 2010
using Mobile Phones in France, 4th Quarter 2010
• Penetration of Online Shoppers, by Age Group and
Gender, in % of Population, 2010
3. Sales
• Share of Internet Buyers on Internet Users in France,
by Groups, in %, 1st Quarter 2010
• B2C E-Commerce Sales in France, in EUR billion,
2006-2012f

• B2C E-Commerce Sales in France, in GBP billion,
2010-2011f 7. Players

4. Shares • Top 15 French E-Commerce Websites, ranked by
Unique Visitors, 1st Quarter 2011
• Share of B2C E-Commerce on total Retail Sales in • Top 5 Travel E-Commerce Sites in France, by Unique
France in %, 2006-2010 Visitors, 1st Quarter 2011
• Share of B2C E-Commerce on total Home-Shopping • Top 5 Ticketing E-Commerce Sites in France, by
Sales in France in %, 2006-2010 Unique Visitors, 1st Quarter 2011

• Top 5 Cosmetics E-Commerce Sites in France, by
5. Products Unique Visitors, 2nd Quarter 2010

• Company Profile: Amazon France
• Types of Goods and Services bought online in France,
by Age Groups, in %, 2010 • Company Profile: Casino Group / Cdiscount
• Types of Goods and Services bought online in France, • Company Profile: Priceminister
in % of Internet Users, 2010
• Company Profile: PPR
• Share of B2C E-Commerce Sales on total Product
Retail Sales in France, by Product Category, in %, • Company Profile: Vente Privée
2007-2009



Table of Contents (3 of 6) - Spain

2. Trends • Internet Users (in millions) and Percentage of Country
Population in Spain, 2009-2015f
• Internet Usage Trends in Spain, 2010 • Internet Penetration by Regions in Spain, in %, 2009
• B2C E-Commerce Trends in Spain • Internet Access by Location in Spain, in %,
• Number of Online Purchases in Spain, in millions, 2006-2010
Q4 2009 & Q4 2010
• Internet Users by Gender in Spain, in %, 2006-2010
• Purchase Frequency of Goods and Services bought
online in Spain, in %, 2009 • Individuals in Europe using the Internet, by Country
incl. Spain, in %, 2008-2010
• Average Price of Online Products in Spain and 10
other Countries worldwide, in GBP, January 2011 • Internet and Broadband Household Penetration, by
• Activities of Internet Users in Spain, in %, October/ Households, in %, 2008-2010
November 2010 • Total Broadband Subscribers in Spain, compared to
• Top 10 Web Properties in Spain, by total Unique Germany, USA and the OECD Average, 2006-2010
Visitors, in thousands, September 2009 & 2010
• Top 10 Website Categories in Spain, by unique Spain, compared to Germany, USA and the OECD
Visitors, in thousands and Reach in %, September
2010 Average, 2006-2010
• Payment Methods used for Online Shopping in Spain, • Broadband Subscribers in Spain, by Access
in %, 2010 Technology compared to the OECD Average in %,
• Mobile Internet Access Penetration in Europe, by 2010
Country, incl. Spain, in %, 2010 • Share of Internet Shoppers on Internet Users,
• Penetration of Mobile Phone Owners, and Penetration 2003-2009
for Mobile Media Usage among Mobile Phone Owners;
Poland compared to the UK, Spain and France, in %, • Penetration of Internet Shoppers in Spain, comp. to
2010 EU27 Average, in %, 2006-2010
• Purchases / Downloads from Mobile Devices in Spain, • EU Comparison of Online Shopper Penetration, in %
in %, 2009 of Population, 2010

3. Sales

• B2C E-Commerce Sales in Spain, in EUR billion,
2007-2010
• B2C E-Commerce Sales in Spain, in EUR billion, 7. Players
2009 & 2010
• B2C E-Commerce Sales in Spain, in EUR billion, • Leading B2C E-Commerce Players in Spain; by Unique
Q4 2009 & Q4 2010 Visitors (Users) and Audience Reach, May 2011
• Top Online Retailers in Groceries/Drinks/Drugs/
Toiletries & Perfumes, in %, 2010
4. Shares • Top Online Retailers in “Entertainment Tickets”, in %,
2010
• Share of B2C E-Commerce on total Retail Sales in • Top Online Retailers in “Travel & Tourism”, in %, 2010
Spain, in %, 2009-2010 • Company Profile: El Corte Ingles
• Company Profile: Privalia.com
• News about Amazon, 2011
5. Products • News about Grupo Cortefiel, 2011
• Types of Goods and Services bought online in Spain,
by Age Groups, in %, 2010
• Goods and Services purchased in Spain on the
Internet, in % of Internet Shoppers, 2010



Table of Contents (4 of 6) - Italy

2. Trends • Internet Users and its Percentage of Country
Population in Italy, in %, 2005-2010
• B2C E-Commerce Trends in Italy, 2010/2011 • Individuals in Europe using the Internet, by Country,
• Reasons to buy online in Italy, in %, 2010 in %, 2008-2010

• Payment Methods used by Internet Shops in Italy, • Internet and Broadband Household Penetration, by
in %, 2010 Households, in %, 2008-2010
• Payment Providers utilized by Internet Shops in Italy, • Penetration of Internet Shoppers in Italy, compared
in %, 2010 to EU27 Average, in %, 2006-2010
• Logistics Carriers utilized by Internet Shops in Italy, • Share of Internet Shoppers on Internet Users in Italy,
in %, 2010 in %, 2005-2010
• Average Price of Online Products, in Italy and 10 • Internet Shoppers in Italy by Age Groups, compared
other Countries, in GBP, January 2011 to EU27 Average, in %, 2010
• M-Commerce Trends in Italy, 2010 • Internet Shoppers in Italy by Gender and Age Groups,
• Mobile Activities of Italian Online Shops, in %, 2010 in %, 2010
• Mobile Internet Access Penetration in Europe, by • Penetration of Online Shoppers, by Age Group and
Country, in %, 2010 Gender in Italy, in % of Population, 2010
of Population, 2010
3. Sales • Total Broadband Subscribers in Italy, compared to

Germany, USA and the OECD Average, 2006-2010
• B2C E-Commerce Sales in Italy, in EUR billion,
2006-2010
Italy, compared to Germany, USA and the OECD
• B2C E-Commerce Sales in Italy, in EUR billion, Average, 2006-2010
2009-2011f
• Broadband Subscribers in Italy, by Access Technology
compared to the OECD Average in %, 2010

4. Shares

• Share of B2C E-Commerce on total Retail Sales in
Italy, in %, 2006-2010
7. Players

5. Products • Leading B2C E-Commerce Players in Italy, ranked by
estimated Online Sales, in EUR million, 2010
• Types of Goods and Services bought online in Italy,
by Age Groups, in %, 2010 • Further B2C E-Commerce Players in Italy, 2011
• Favorite Product Categories in Italy, in % of Online • Company Profile: MediaShopping.it
Buyers, 2010
• Average Online Spending per Product Category in • Company Profile: Yoox
Italy, in EUR, 2010
• Types of Goods and Services bought online in Italy,
in % of Sales, 2010
• Online Sales Growth by Product Category in Italy, in
%, 2011 vs. 2010



Table of Contents (5 of 6) - Netherlands

2. Trends • Development of Internet Users and Penetration, in
millions and %, 2005-2010
• B2C E-Commerce Shopper Trends in the Netherlands, • Individuals in Europe using the Internet, by Country,
2010 in %, 2008-2010
• Average Amount spent Online per Year, Average • Internet and Broadband Household Penetration, by
Number of Orders per Year, Average Order Value in Households, in %, 2008-2010
the Netherlands, in EUR, 2009 & 2010
• Number of Online Shoppers in the Netherlands, in
• Number of Online Shops in the Netherlands, millions, 2009-2010
2005-2009
• Internet Shoppers in the Netherlands by Age Groups,
• Offered Payment Methods in Dutch Online Shops, in %, 2010
in %, 2009-2010
• Penetration of Online Shoppers in the Netherlands, by
• Average Price of Online Products in the Netherlands
Age Group and Gender, in % of Population, 2010
and 10 European Countries, in GBP, January 2011
• Share of Internet Shoppers, compared to the EU27
• Social Network Usage in the Netherlands, 2010
Average, in %, 2005-2010
• Social Shopping Trends in the Netherlands, 2011
• Mobile Internet Access Penetration in Europe, by of Population, 2010
Country, in %, 2010
• Total Broadband Subscribers in the Netherlands,
compared to Germany, USA and the OECD,
2006-2010
3. Sales • Total Broadband Subscribers per 100 Inhabitants in
the Netherlands, compared to Germany, USA and the
• B2C E-Commerce Sales in the Netherlands, in EUR OECD Average, 2006-2010
billion, 2006-2010 • Broadband Subscribers in the Netherlands, by Access
Technology compared to the OECD Average in %,
2010

4. Shares

• B2C E-Commerce Share on total Retail Sales in the
Netherlands, in %, 2006-2010 7. Players

• Leading B2C E-Commerce Players in the Netherlands;
by Unique Visitors and Audience Reach, May 2011
5. Products • Company Profile: BOL.com
• Types of Goods and Services bought online, by Age • Company Profile: Wehkamp
Groups, in %, 2010
• Turnover of major Online Product Categories, in EUR
million, 2010



Table of Contents (6 of 6) - Belgium

2. Trends • Development of Internet Users (millions) and
Penetration (%), 2005-2010
• B2C E-Commerce Trends in Belgium, 2010 • Individuals in Europe using the Internet, by Country,
• Average Amount spent per Online Purchase in
in %, 2008-2010
Belgium, in %, 2008 & 2009 • Internet and Broadband Household Penetration, by
• Delivery Methods used in E-Commerce in Belgium, Households, in %, 2008-2010
in %, 2008 & 2009 • Share of Internet Shoppers, compared to the EU27
• Preferred Online Payment Methods of Internet Pure Average, in %, 2007-2010
Players in Belgium, in %, 2009 • EU Comparison of Online Shopper Penetration, in %
• Preferred Payment Methods of all Distance Sellers in of Population, 2010
Belgium, in %, 2009 • Penetration of Online Shoppers, by Age Group and
• Number and Growth of Online Shops in Belgium, Gender, in % of Population, 2010
2007-2010f
• Total Broadband Subscribers in Belgium, compared to
• Sources of Information regarding Online Shops in Germany, USA and the OECD, 2006-2010
Belgium, in %, 2010
• Share of Internet Pure Players and Multi-Channel Belgium, compared to Germany, USA and the OECD
within Distance Selling, in %, 2008-2009 Average, 2006-2010
• Average Price of Online Products, in Belgium and 10 • Broadband Subscribers in Belgium, by Access
European Countries, in GBP, January 2011
Technology compared to the OECD Average in %,
• Mobile Internet Access Penetration in Europe, by 2010
Country, in %, 2010

3. Sales

• B2C E-Commerce Sales in Belgium, in EUR billion,

2006-2010f 7. Players
• B2C E-Commerce Sales in Belgium, in EUR million,
2008 & 2010 • Leading B2C E-Commerce Players in Belgium; by
Unique Visitors and Audience Reach, May 2011
• Awarded B2C E-Commerce Shops in Belgium, by
4. Shares Category, 2011
• Company Profile: La Redoute
• B2C E-Commerce Share of Total Retail Sales in • Company Profile: 3 Suisses
Belgium, 2006-2010f
• Company Profile: Proxis Belgie NV
• Company Profile: Free Record Shop
• Company Profile: Coolblue
5. Products
• Company Profile: Redcorp
• Types of Goods and Services bought online in • News about John Lewis, 2011
Belgium, by Age Groups, in %, 2010
• Types of Goods and Services bought online in
Belgium, in %, 2009



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Trends Sales Shares Products Users / Shoppers Players Trends Sales Shares Products Users / Shoppers Players

In 2010, 46% of individuals aged 25-34 bought “Clothes, Sports 56% of the French population shopped online in 2010 – the EU
Goods” online in the UK. average accounted for 40%.
Types of Goods and Services bought online in the UK, by Age Groups, in % of Individuals, 2010 Penetration of Internet Shoppers in France, comp. to EU27 Average, in %, 2006-2010

Total 16-24 25-34 35-44 45-54 55-64 65-74
60%
56%
Clothes, Sports Goods 35 40 46 45 32 27 14
50%
Films/Music 32 41 38 41 35 19 9 45%
Household Goods 29 18 39 43 29 26 12 40% 40%
40%
Books/Magazines/E-Learning Material 28 27 31 35 31 22 13 37%
35%
Computer Software (incl. Video Games) 24 27 28 32 23 16 9 32%
30% France
30%
Tickets for Events 24 22 27 31 28 20 n/a 26% EU27
Electronic Equipment (incl Cameras) 17 16 23 25 17 13 n/a 22%
Food/Groceries 16 10 22 28 17 9 n/a 20%
Shares/Financial Services/Insurance 14 10 17 20 16 10 n/a

Films/Music, Books online delivered 12 20 14 16 12 6 n/a 10%
Computer Software online delivered 12 12 15 15 10 11 n/a

Computer Hardware 9 9 9 11 10 8 n/a 0%
2006 2007 2008 2009 2010
Note: The survey contains individuals having bought or ordered goods or services for private use over the Internet in the past Year; Percentage of individuals.
Note: The survey contains individuals having bought or ordered goods or services for private use over the Internet
Source: Eurostat, January 2011 Source: Eurostat, December 2010

35 34



Moreover, private shopping club Privalia.com reached Only 24% of the Italians aged 25-34 were Internet shoppers
B2C E-Commerce sales of EUR 83 million in 2010. in 2010 – the EU Average was 55%.
Company Profile: Privalia.com Internet Shoppers in Italy by Age Groups, compared to EU27 Average, in %, 2010

Name of Company Privalia 18%
16-24
50%
Homepage www.privalia.com

25-34 24%
Vertical Integration Retailer 55%

Business Model Private Shopping Club 20%
35-44
49%
Product Range Fashion Italy
14% EU27
B2C E-Commerce • 2009: EUR 54.1 million 45-54
Sales in Spain
40%
• 2010: EUR 83.0 million

55-64 8%
B2C E-Commerce • 2009: EUR 70.0 million 27%
Sales worldwide • 2010: EUR 168.4 million
2%
65-74
14%
• The company is also active in Spain, Brazil, Italy and Mexico.
• It is active on the Spanish market since 2006
Others
• Privalia.com offers discounts of up to 70% and has 5 million registered 0% 10% 20% 30% 40% 50% 60% 70% 80%
users in total.

Note: The survey contains individuals having bought or ordered goods or services for private use over the Internet at least once in 2010
Source: company homepages, business reports, business and company databases, journals, company registries, news portals, industry and trade associations Source: Eurostat, December 2010

50 34



The number of Internet buyers rose by 7% compared to H1 47% of male, and 36% of female Belgians aged 16-24 shopped
2009 up to 7.6 million Dutch citizens in H1 2010. online in 2010.
B2C E-Commerce Shopper Trends in the Netherlands, 2010 Penetration of Online Shoppers, by Age Group and Gender, in % of Population, 2010
 In 2010, 9.3 million Dutch 12 to 74-year-olds bought goods and services online, i.e. half a million more than one year previously.
The proportion of Internet users who have never bought or ordered goods online has reduced further to 23 percent. Two thirds state
the main reason to refrain from online shopping is that they prefer traditional shopping.
47%
 In the period 2005-2010, the proportion of Internet users in the age category 12-74 engaged in online shopping (e-shopping) has 16-24
grown from 55 to 77 percent. The increase is almost entirely attributable to the group of frequent e-shoppers, which grew from 36 to 36%
55 percent over the same period. More than seven in ten e-shoppers are in the category frequent e-shoppers.

 Relative to 2005, the largest increase is observed among 25 to 44-year-old women, followed by men in the same age group. The
largest relative growth was recorded among 65 to 74-year-old men followed by women in the age category 45-64. 51% Male
25-54
 If education level is taken into account, the highest proportional increase in e-shoppers is recorded among higher educated women: 44% Female
from 40 percent in 2005 to 67 percent in 2010 followed by higher educated men with an increase from 55 to 74 percent.

 The smallest increase in e-shoppers (14 percentage points) was among lower educated men and women, but proportionally, the
growth is much higher among women than among men, so lower educated women are catching up. 26%
55-74
 Last year, 23 percent of Internet users had never bought anything online, i.e. half as many as in 2005. Nearly two in three Internet 12%
users who do not buy online prefer traditional shopping. This is more true for women than for men. Another 34 percent do not see
the need for online shopping and some 30 percent are concerned about privacy violation or security risks; they are not prepared to
0% 10% 20% 30% 40% 50% 60%
use their credit card or personal data online.

Note: The survey contains individuals having bought or ordered goods or services for private use over the Internet at least once in 2010
Source: Statistics Netherlands, March 2011
Source: Eurostat, December 2010

7
33


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