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E-commerce in Europe
2016
2 | E-commerce in Europe 2016
E-commerce in Europe 2016
Following the success of our E-commerce in Europe 2015 study last ...
3 | E-commerce in Europe 2016
An overview of e-commerce in Europe
Great online potential for
the European market
With a po...
4 | E-commerce in Europe 2016
Continual and regular growth in Europe
The online retail sector is the main driver of growth...
5 | E-commerce in Europe 2016
Top European e-retailers
As well as being responsible for a large majority of sales in Europ...
6 | E-commerce in Europe 2016
The effect of online on bricks and mortar
Online sales growth is evidently having its effect...
7 | E-commerce in Europe 2016
Online retailers and their e-commerce
strategies
The omnichannel experience in Europe
Despit...
8 | E-commerce in Europe 2016
Europe and cross-border trade
Although 3 percentage points down from 2012, the large majorit...
9 | E-commerce in Europe 2016
Consumer behaviour and expectations
per European market
What are Europeans buying online?
Th...
10 | E-commerce in Europe 2016
The importance of easy returns
Trouble-free returns are considered as an important factor f...
11 | E-commerce in Europe 2016
Payment preferences in Europe
While paying with a debit or credit card is a popular option ...
12 | E-commerce in Europe 2016
Online advertising and m-commerce in
Europe
M-commerce in Europe
Besides consumer expectati...
13 | E-commerce in Europe 2016
Online video – the advertising format of the future
The rise of mobile is also facilitating...
14 | E-commerce in Europe 2016
Digital advertising spend per European market
Social media is just one of the many platform...
15 | E-commerce in Europe 2016
Advertising channel distribution
According to Twenga’s Q1 online advertising study, SEM is ...
16 | E-commerce in Europe 2016
Conclusion
There is absolutely no doubt that Europe is a key market in terms of e-commerce....
17 | E-commerce in Europe 2016
In terms of customer acquisition in particular, Search Engine Marketing is the most popular...
18 | E-commerce in Europe 2016
Sources
¹ Internet World Stats: Usage and population statistics
² Eurostat: E-commerce stat...
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E-Commerce In Europe 2016

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The latest information on e-commerce trends in Europe. An important consideration for fitness sector businesses evaluating a push into digital transformation.

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E-Commerce In Europe 2016

  1. 1. E-commerce in Europe 2016
  2. 2. 2 | E-commerce in Europe 2016 E-commerce in Europe 2016 Following the success of our E-commerce in Europe 2015 study last year, Twenga Solutions has analysed the latest online retail trends to anticipate what e-retailers can expect from the industry in 2016. What do European consumers buy? Who are the top European retailers? What are some of the challenges retailers face? We reveal all… Contents 1. An overview of e-commerce in Europe 1.1 Great online potential for the European market 1.2 Continual and regular growth in Europe 1.3 Top European e-retailers 1.4 The effect of online on bricks and mortar 2. Online retailers and their e-commerce strategies 2.1 The omnichannel experience in Europe 2.2 Multi-channel strategies in Europe 2.3 Europe and cross-border trade 3. Consumer behaviour and expectations per European market 3.1 What are Europeans buying online? 3.2 Delivery preferences in Europe 3.3 The importance of easy returns 3.4 Payment preferences in Europe 4. Online advertising and m-commerce in Europe 4.1 M-commerce in Europe 4.2 Online video – the advertising format of the future 4.3 Social media and e-commerce in Europe 4.4 Digital advertising spend per European market 4.5 Advertising channel distribution 5. Conclusion 5.1 What challenges are e-retailers to face in 2016?
  3. 3. 3 | E-commerce in Europe 2016 An overview of e-commerce in Europe Great online potential for the European market With a population of over 821 million of which 73.5% use the Internet1 , the potential for e- commerce in Europe is huge. What’s more, these users are certainly fans of the online shopping scene: it is estimated that nearly two thirds made purchases over the Internet in 2015, with clothes and sports-related products being the most popular type of goods and services². Within Europe, we find that Internet use and purchases online vary significantly amongst the different countries. The United Kingdom leads the way with 81% of individuals buying online in 2015, followed by Denmark and Luxembourg with 79% and 78% respectively. In terms of Twenga’s main markets, Germany and France come in 6th and 10th place with 73% and 65% of individuals shopping online. Spain, Poland and Italy on the other hand actually rank lower than the European average of 53% with 42%, 37% and 26% respectively. 0% 20% 40% 60% 80% 100% United Kingdom Denmark Luxembourg Norway Germany Netherlands Finland Sweden France Estonia Austria Belgium Europe Ireland Malta Slovakia Czech Republic Spain Slovenia Latvia Poland Hungary Greece Lithuania Croatia Portugal Italy Cyprus Bulgaria Turkey Romania Macedonia 81% 79% 78% 76% 73% 71% 71% 71% 65% 59% 58% 55% 53% 51% 51% 50% 45% 42% 39% 38% 37% 36% 32% 32% 31% 31% 26% 23% 18% 15% 11% 11% Proportion of individuals who purchased online within the last 12 months Source: Eurostat
  4. 4. 4 | E-commerce in Europe 2016 Continual and regular growth in Europe The online retail sector is the main driver of growth in European retailing. While e- commerce growth rates hit 18.4% in 2014 and 18.6% in 2015, growth is not expected to cease in the coming years with Retail Research predicting 16.7% growth in 2016 and 15.7% in 2017³. The UK, Germany and France dominate the online market in Europe: They do not only hold the largest online share of retail trade in their respective markets, but are also together responsible for 81.5% of European sales. Online Share of Retail Trade United Kingdom Germany France Europe 14% 10% 7% 7% 15% 12% 8% 8% 17% 14% 9% 9% 2014 2015 2016 Source: Retail research
  5. 5. 5 | E-commerce in Europe 2016 Top European e-retailers As well as being responsible for a large majority of sales in Europe, 70% of the top 10 retailers with the most sales in Europe are also originate from these 3 mature markets, while the remaining 3 are actually US-owned businesses. According to Internet Retailing’s Top 500 2015⁴, the US-owned Amazon tops the list for the most online sales, followed by German Otto Group and the UK giant, Tesco Stores. The fastest growing company in the top 10 is Zalando SE, founded in Germany and present in 14 European countries, which saw a 25.7% growth. However the honorary title for fastest growing company overall goes to the Turkish clothing and accessories retailer Morhipo, whose sales increased by an impressive 116.7% over a one-year period! Top European e-commerce retailers (web sales) Retailer Growth Country Category 20% US Mass Merchant 8.3% DE Apparel/Accessories 11.1% UK Mass Merchant -2.2% US Office Supplies 7.9% US Computers/Electronics 5.3% UK Housewares 22.8% FR Mass Merchant 25.7% DE Apparel/Accessories 22.7% UK Food/Drug 9% UK Mass Merchant Source : Internet Retailing
  6. 6. 6 | E-commerce in Europe 2016 The effect of online on bricks and mortar Online sales growth is evidently having its effect on store-based retailers. Europe in general saw a 1.4% decrease in sales for brick and mortar stores in 2015, and a similar trend is expected in 2016 with the forecast of a 1.5% decrease. Change in sales of brick and mortar retailers 2015 sales 2016 forecast United Kingdom -2% -3.4% Germany -1.8% -1.7% France -1.7% -1.2% Spain -0.6% 0.4% Italy -1% 0.04% Netherlands -1.4% 0.2% Sweden -1.2% -0.4% Poland -0.6% -1.1% Europe -1.4% -1.5% Source: Retail Research The UK has been affected the most by online sales thus far, with a 2% decrease in 2015, which is expected to reach -3.4% in 2016³.
  7. 7. 7 | E-commerce in Europe 2016 Online retailers and their e-commerce strategies The omnichannel experience in Europe Despite a decrease in sales for physical stores, it appears that e-retailers still place a significant amount of importance on them. According to a study by Pierre Audoin Consultants⁵, European retailers expect digital channels to become more strategically important by 2020, but not at the expense of the physical store. According to Twenga’s Q2 Merchant Survey, 40% of e-retailers in Europe have a physical store⁶. Providing an omnichannel experience is a clear priority for European retailers and with more and more sales now taking place online, physical stores are taking a on a role similar to a ‘showroom’. When asked if their company has already or planned on linking their online sales channel to their store-based one in the next 2 years (through click-and-collect or in-store online shopping for example), a huge 78% of European retailers replied ‘yes’. Ninety percent of Spanish and 80% of Dutch retailers have already linked their online-to-store channels. Multi-channel strategies in Europe With consumers moving to alternative channels for their purchases, retailers are being forced to adopt a multi-channel strategy. According to Twenga Solutions’ merchant survey, 29% of European retailers sell through 2 or 3 acquisition channels, while half are selling through more than 3 channels⁷. Number of customer acquisition channels per online retailer in Europe 50% 29% 21% More than 3 different acquisition channels 2-3 acquisition channels Only 1 acquisition channel Source: Twenga Solutions
  8. 8. 8 | E-commerce in Europe 2016 Europe and cross-border trade Although 3 percentage points down from 2012, the large majority (88%) of purchases were national in Europe in 2015. A growing trend on the other hand, is purchases from other EU member states, which increased from 25% in 2012 to 30% in 2015. This can be an indicator of the smooth functioning of the single market for e-commerce and the fact that retailers are successfully providing a wider choice and lower prices, as demanded by the European market. Although less popular, purchases from countries outside of the EU are also on the rise, increasing from 13% to 18%². National and cross-border online purchases by EU shoppers 2012 vs. 2015 When purchasing within Europe, statistics from Postnord⁷ show that the UK, Germany and the Nordics are the most popular markets to buy from. National sellers Sellers from other EU countries Sellers from outside the EU 91% 25% 13% 88% 30% 18% 2012 2015 Source: Eurostat
  9. 9. 9 | E-commerce in Europe 2016 Consumer behaviour and expectations per European market What are Europeans buying online? The same study from Postnord⁷ also goes into the different types of products European consumers are buying online. Due to their strong tradition of being sold by mail order, clothing and footwear is generally the most popular product category, followed by home electronics and books. The Italian market is the only exception, where home electronics are on the top of the list. Of the markets in the study, the British and Germans were those that bought clothes and/or footwear online the most. Delivery preferences in Europe In terms of e-commerce deliveries, the Dutch have the highest expectations hoping to receive their purchase within 1-2 days⁷. The Spanish market on the other hand proves to be slightly more patient, with one in four willing to wait up to six working days. These expectations are more than likely also linked to the standard delivery times established by local postal services, which can vary significantly from country to country depending on their organisation. Proportion of respondents who expect deliveries in 1-2 days Netherlands Poland United Kingdom Germany France Spain Italy 32% 20% 15% 14% 12% 12% 9% Source: Postnord
  10. 10. 10 | E-commerce in Europe 2016 The importance of easy returns Trouble-free returns are considered as an important factor for online shopping, however the Spaniards and Italians rate this as the most important, despite returning purchases less frequently than their European counterparts. Germany, the Netherlands and the UK have the highest proportion of consumers who returned an item in the past year. Proportion of consumers who returned an item in the past year Germany Netherlands United Kingdom France Spain Italy Poland 41% 36% 32% 24% 18% 13% 11% Source: Postnord
  11. 11. 11 | E-commerce in Europe 2016 Payment preferences in Europe While paying with a debit or credit card is a popular option in most of the markets, the Germans would rather use PayPal or similar services and the Polish have a preference for direct payments through their banks⁷ using services such as DotPay and PayU. PayPal is the second most popular choice in the UK, France, the Netherlands, Spain and Italy, while the second choice for Germans is to pay for their purchases by invoice in arrears. Payment with cash on delivery (COD) is the second most popular choice for the Polish, and the third most popular for the Spanish and Italian markets. Source: Postnord
  12. 12. 12 | E-commerce in Europe 2016 Online advertising and m-commerce in Europe M-commerce in Europe Besides consumer expectations regarding services, the way to reach new clients also varies significantly per country. In our most recent m-commerce study, we studied the importance of mobile and found that while 31.1% of e-commerce traffic is on mobile in the UK, this rate stood at just 8.3% for Poland⁸. Mobile traffic share per country Furthermore, while the majority of countries in the study choose smartphones as their preferred mobile device for online shopping, the Netherlands is the only country that prefers to shop on tablet. With the reoccurring trend of larger screens over the past year, we can expect smartphones to continue to be a device of choice for most European consumers. UK DE ES NL IT FR PL 31.1% 29.7% 29.1% 28.5% 27.8% 22.1% 8.3% Source: Twenga Solutions
  13. 13. 13 | E-commerce in Europe 2016 Online video – the advertising format of the future The rise of mobile is also facilitating the growth of more advanced formats such as online video advertising. With mobile devices being the perfect size to view videos on-the-go and social media platforms providing the necessary tools to both upload videos quickly and effectively modify their size to different screens, we can expect this format to increase in popularity in 2016. So much so that Carat⁹ predicts that online video will see a huge growth of 34.7% in 2016, which will further increase by 31.2% in 2017. Online video year-on-year % growth within digital Social media and e-commerce in Europe The number of active social media users is increasing year on year with current penetration rates standing at 59% in the UK and 56% in the Netherlands¹⁰. It comes as no surprise therefore, that social networks such as Facebook, Twitter, Instagram and Pinterest are constantly looking for new ways to turn their sites and applications into true e-commerce platforms. The launch of buy buttons on Instagram and Pinterest as well as dedicated mobile shopping platforms such as Canvas for Facebook, will only facilitate the move to social in 2016. In fact, Carat predicts social media to experience a 29.8% global growth in 2016 and a further 25.5% growth in 2017⁸. However, some countries still have a fair way to go on this channel: social media penetration stands at a comparably low 36% in both Poland and Germany. Nonetheless, optimising sales on social media is the most important project to optimise for European online retailers in 2016⁶. Social media penetration 2015 2016 2017 +35% +34.7% +31.2% Source: Carat United Kingdom Netherlands France Spain Italy Germany Poland 59% 56% 50% 48% 47% 36% 36% Source: We Are Social
  14. 14. 14 | E-commerce in Europe 2016 Digital advertising spend per European market Social media is just one of the many platforms online retailers are choosing to advertise their products on and the amount they are choosing to spend on such advertising is increasing year on year. As a percentage of total media ad spending, Western Europe is expected to increase its digital advertising spend from 31.6% in 2015 to 33.3% in 2016. A similar trend is expected in Central and Eastern Europe, where digital ad spending is expected to rise from 29.3% to 31.6%¹¹. Of the different countries in Europe, the UK has the largest digital ad spend share at 49.6%, which is expected to increase to 51.9% in 2016. Digital Ad Spending Share of Total Media Ad Spending United Kingdom Denmark Norway Netherlands Sweden Germany Finland France Spain Italy 49.6% 44.6% 42.6% 36.6% 33.3% 27.8% 25.6% 23.9% 21.8% 18% 51.9% 47% 45.6% 38.4% 34.8% 29% 27.6% 25% 22.6% 19.3% 2015 2016 Source: eMarketer
  15. 15. 15 | E-commerce in Europe 2016 Advertising channel distribution According to Twenga’s Q1 online advertising study, SEM is the biggest online advertising channel with a 57% share. What’s more, the average basket size for SEM retailers is 20% higher than the overall average and 35% higher when compared with retailers using Display⁶. This trend is reflected in the rise of e-commerce solutions for Google Shopping and services to optimise Google AdWords campaigns, both of which are significant platforms for e-commerce digital advertising. Their rise in popularity is also apparent in terms of consumer usage: the latest Digital Advertising Report from Adobe¹² shows that although CPCs declined by 3% on Google between Q4 2014 and Q4 2015, CTR increased by 15% YoY, indicating that consumers are responding to the ads they are seeing. CPC & CTR growth YoY Google remains the dominant search engine and the first choice for the vast majority of users. This, along with improved click-through rates and decreasing CPCs makes Google’s advertising solutions an evident choice for online retailers in 2016. -6% -4% -2% 0% 2% 4% 6% 8% 10% 12% 14% 16% Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015 CPC CTR Source: Adobe
  16. 16. 16 | E-commerce in Europe 2016 Conclusion There is absolutely no doubt that Europe is a key market in terms of e-commerce. With significant year-on-year growth, yet much potential still to come, online retailers should not dismiss the opportunities Europe holds. While France, Germany and the UK can be attractive markets due to their size and success, emerging markets such as Spain and Poland should not be forgotten about, both of which are expected to see significant sales growth in 2016, with 18.8% and 17.8% growth respectively according to Retail Research³. What challenges are e-retailers to face in 2016? However, no matter the market all e-retailers are set to face a range of challenges in the coming year. Twenga’s 2016 merchant survey recently revealed that European online retailers consider customer acquisition, business profitability and competition with other e-commerce sites as their top challenges⁶. Main challenges as an online retailer Acquiring customers Profitability of my business Competition with other e-commerce site Brand visibility Customer support Technical development and problems on my site Understanding my online performance with the right reporting Logistics Difficult economic environment 27% 23% 13% 13% 7% 6% 5% 3% 2% Source: Twenga Solutions
  17. 17. 17 | E-commerce in Europe 2016 In terms of customer acquisition in particular, Search Engine Marketing is the most popular channel for acquisition, yet e-retailers are still faced with an array of issues. Bid management, profitability and keyword management are the top 3 challenges in SEM⁶. Main challenges in managing Search Marketing campaigns Thankfully the rise of advanced technologies such as real-time bidding are set to tackle such issues. What’s more, the power of SEM is also set to help tackle underlying issues such as basket abandonment and repeat buyer rates. Want to learn more about e-commerce in Europe? Check out our range of guides and infographics to get a head start on this market! Bidding at the right cost-per-click (CPC) level Search campaigns are too expensive or not profitable Keyword management for search ads Feed management: setting up and updating my product feed for Google Shopping Time spent on campaign management Efficient reporting and performance analysis I do not manage search marketing campaigns myself Writing and testing new ad creatives User segmentation and targeting 18% 15% 12% 12% 11% 10% 9% 8% 7% Source: Twenga Solutions
  18. 18. 18 | E-commerce in Europe 2016 Sources ¹ Internet World Stats: Usage and population statistics ² Eurostat: E-commerce statistics for individuals ³ Retail research: Online retailing in Briatain, Europe, US and Canada 2016 ⁴ eCommerce News: Top 500 European e-retailers generated sales of €124 billion ⁵ PAC – Omnichannel retail in Europe ⁶ Twenga Solutions: Customer acquisition survey 2016 ⁷ Postnord: E-commerce in Europe 2015 ⁸ Twenga Solutions: M-commerce in Europe 2015 ⁹ Carat: Ad Spend Report March 2016 ¹⁰ We Are Social: 2016 Digital Yearbook ¹¹ eMarketer: How does global digital ad spending vary by region and industry? ¹² Adobe – Digital Advertising Report Q4 2015 About Twenga Twenga Solutions commercialises advanced audience acquisition solutions on main online advertising marketplaces, and in particular on AdWords and Google Shopping. These solutions drastically improve the ROI of online retailers’ advertising budgets. Established in 2006, Twenga Solutions employs over 150 people in France, Germany, England, Spain and Italy and has over 4000 clients in 15 different countries. Twenga Solutions is a Google AdWords Premier SMB Partner, facilitating retailers’ access to this key advertising platform.

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