Online shopping in FMCG

New YorkISydney ILondonI RotterdamI Ghent ITimisoara
www.insites-consulting.com
Based on Comeosresearch study (spring 2014)
E-commerce in Belgium
ByINSITES CONSULTING
Sophie Van Neck | Senior Research Manager FMCG
M +32 472 418 640 | Sophie.vanneck@insites-consulting.com
DateOctober, 2014

E-COMMERCE IN BELGIUM

Somecrucialdetails.
METHOD
•Online questionnaire using TalkToChangeresearch community
•Fieldwork: April 3rd -April 18th 2014
•Scope: Belgium
SAMPLE
•n = 996
•Age: 18-70
•Online purchases experience in the last 12 months
COMPOSITION
•Representative for the Belgian population.
•Gender, age and region.

Somecrucialdetails.
THE VILLAGE
•Qualitative add-on to survey
•After life that focus on discussion
•Top-down & bottom-up

1.
2.
Food in detail
3.
Tokeep in mind
4.
Wrap-up

“J'ai déjà pratiqué le e-commerce depuis peut- être 3 anset commandé peut-être 100 objets différents. Frigo,machine à lessiver, taque vitro- céramidue, appareil photo, téléobjectif, pantalon, chemise, décodeur satellite, fromage, saucisson, vins, viande, croquettes pour chien, DVD, livres, jeux, tickets spectacle, fossiles, minéraux, médicaments, Matériels informatiques, Billets d'avions, réservations d'hotels, programme informatique, etc, etc,...Et cela aux US, en Chine, en Italie, en Espagne, en Allemagne, en Pologne, en France, en Australie, en Belgique, etc, etc,…”

#1
Of the Belgianpopulationhas ever made anonline purchase
52%
52%
2011
2012
59%
2013
61%
2014
Ever purchased
online

#1
Ever purchased
online
67%
66%
55%
53%
18-27
28-43
44-59
60+
Of the Belgianpopulationhas ever made anonline purchase
gender
social
class
income

#2
2011
2012
2013
2014
Spending more
compared to last year
17%
16%
24%
28%

#3
2011
2012
2013
2014
Monthly
Purchases
29%
29%
36%
38%

#4
2011
2012
2013
2014
Spending more
than 100€
43%
45%
47%
50%

#5
2011
2012
2013
2014
Buying behavior
Equally new as replacement
27%
29%
32%
33%

85
KISS.
% tendtobuyproducts/ services on the internet in the future.

7%
13%

Top 5 categories for online shopping remain the same compared to 2011, 2012 and 2013. Less than 1 in 10 bought food online.
49%
40%
32%
31%
29%
22%
22%
22%
20%
19%
17%
15%
14%
12%
10%
10%
10%
9%
7%
6%
4%
3%
12%
Clothing/ shoes
Hotel / Overnightstay
Books
Event tickets
Boat, plane or train tickets
Personal care products
CD / DVD / Blu-ray / Games
Computer, hardware andsoftware
Electronic appliances
Toys
Household appliances
Telecom
Fun fair tickets
Pharmaceuticalproducts
Digital music
Sportsproducts
Furniture and home decoration
DIY andgarden products
Food
Films or TV series in digital format
Prepared food
Cars, motorbikes, bicycles
Other
Fashion
Books
Entertainment
Telecom
Health & Beauty
Interior
Food
Sports
DIY
Other
Toys

Buying frequence
% bought more than 5 times last year
% Purchased last 12 months
Bought by many people, on a frequent base. This combination generates a high volume
Although not many people buy these products, those who do buy them, do so a lot, this makes these products real niche- products
Low current volume
Bought by many people, on an non- frequent base
Volume generator
Niche
No volume
Specials

Buying frequence
Books
Digital music
Computer, hardware and software
Telecom
Hotel / Overnight stay
Clothing / shoes
Toys
Event tickets
DIY and garden products
Prepared food
Food
Pharmaceutical products
Sports products
Fun fair tickets
Other
Volume generator
Niche
No volume
Specials
Average frequence
Average penetration
Fashion, books and entertainment (CD, DVD, etc.) are true volume generators. They are bought by a large group of people on a frequent base.

Buying frequence
Fashion, books and entertainment (CD, DVD, etc.) are true volume generators. They are bought by a large group of people on a frequent base.
Books
Telecom
Clothing / shoes
Toys
Prepared food
Sports products
Volume generator
Niche
No volume
Specials
Average frequence
Average penetration

Whoare yourcustomers?

59%
61%

20%
59%
21%
46%
54%
Man
Vrouw
39%
61%
Dutch
French
Region
Gender
Age
Significantlyhigherthantotal(conf. int. 95%)
Significantlylowerthantotal(conf. int. 95%)
Total: 60%
Total: 40%
18-34
35-54
55+
Total: 50%
Total: 50%
Total: 32%
Total: 44%
Total: 24%
While young adults are less likely to buy food online than other products, the mid-aged group are more likely to do so.

Theyare earlyadopters

Q: When did you first buy something via the internet (for personal purposes)?
n= 54 | Filter: None
In the past 12 months
1 to 2 years ago
3 to 4 years ago
5 to 6 years ago
7 to 10 years ago
More than 10 years ago
I do notremember
Food
Total
21%
11%
23%
19%
13%
7%
6%
Confirming the idea that food e-commerce has a niche target group, we see the uptake the past year is lower than average.
19%
6%
22%
18%
15%
10%
11%

5%
Average% of peoplethatshop online weekly

Theyare frequent shoppers
21%

21%
32%
32%
9%
5%
2%
Q: How frequently do you buy something via the internet (for personal purposes)?
Food
Total
Weekly
Monthly
Every 1 to 3 months
Every 3 to 6 months
Every 6 to 12 months
Less than once a year
5%
23%
33%
20%
15%
5%
Online food buyers are generally more frequent buyers.
1 in 5 buys food online every week

1/3
Theyare experienced

Q: Which new products or services did you buy via the Internet (for personal purposes) in the past 12 months?
Clothing / shoes
Books
Hotel / Overnight stay
Toys
Event tickets
Bank products
Pharmaceutical products
Computer, hardware and software
Telecom
DIY and garden products
Prepared food
Fun fair tickets
Sports products
Digital music
Travel assistance / cancellation insurance
Other insurances
Other
Food buyersalsobuy…
Total
49%
32%
40%
22%
19%
29%
31%
18%
17%
21%
12%
20%
22%
15%
9%
4%
14%
10%
10%
10%
7%
6%
3%
3%
11%
Online food buyers are generally more frequent & experienced buyers. They buy a third of the product categories significantly more often.
66%
40%
40%
40%
39%
38%
35%
30%
30%
29%
27%
27%
27%
24%
24%
19%
16%
13%
13%
13%
10%
9%
3%
5%
6%

12%
Theyare spendingmore thanbefore

12%
38%
36%
10%
0%
4%
Q: Do you spend less or more now than you did 1 year ago?
Food
Total
A lot more
More
Equallymuch
Less
A lot less
No idea
5%
33%
45%
12%
2%
3%
Online food buyers tend to spend much more today, than 1 year ago. Especially in comparison with the average online buyer.

Whatdo these customersspend?

8%
5%
15%
38%
35%
Q: How much did you spend online in the past month?
Food
Total
Lessthan€20
Between €20 & €49
Between €50 & €99
Between€100 & €149
More than€150
13%
16%
21%
17%
33%
Online food buyers indicate that they spent more money online in the past monthcompared to general online buyers.

Whatdrives online commerce?

Convenience

Q: What are the 3 main reasons why you bought this product online?
Because it saves time
Because I'm able to shop 24 hours a day
Because I avoid crowds
Because it gets delivered to my door
Because I have a wider selection of products/services online
Because I can find products and services at lower prices
Because I get access to special discounts, promotions...
Because I can see whether items are in stock
Because there is more product information online
Because I can compare and review different products/services
Because I get access to products/services that aren't available in my country
Other reason
41%
36%
15%
37%
26%
41%
30%
14%
15%
21%
12%
4%
Food
Total
* % of consumerswhoindicatethisas a top 3 driver
Themostimportantdriversforonlinefoodbuyersaresavingtime, availability24/7andavoidingcrowds.Homedelivery,lowerpricesanddiscountsorwiderselectionsarelessimportant.
71%
56%
52%
23%
14%
14%
13%
13%
11%
10%
5%
8%

Q: What are the 3 main reasons why you bought this product online?
53%
44%
35%
42%
23%
18%
15%
9%
24%
9%
14%
10%
Food
Purchaseamountof max. €100
* % of consumerswhoindicatethisas a top 3 driver
93%
74%
67%
11%
3%
3%
14%
12%
0%
10%
0%
4%
Purchaseamountof more than€100
Thosewhoboughtproductsworthmorethan€100indicatethesamekeydrivers.
Because it saves time
Because I'm able to shop 24 hours a day
Because I avoid crowds
Because it gets delivered to my door
Because I have a wider selection of products/services online
Because I can find products and services at lower prices
Because I get access to special discounts, promotions...
Because I can see whether items are in stock
Because there is more product information online
Because I can compare and review different products/services
Because I get access to products/services that aren't available in my country
Other reason
71%
56%
52%
23%
14%
14%
13%
13%
11%
10%
5%
8%

Yourcompetitorsin the online world

Website satisfaction remains very high!
On average 86% of the visitors is pleased.

Websitesatisfactionishighforallsectors.Satisfactionforfoodisontherise.
92%
90%
88%
87%
87%
87%
86%
84%
83%
80%
79%
Health & Beauty
Books
Sports
Toys
Fashion
Electro
Food
Entertainment
Telecom
DIY & Garden
Interior
80%
84%
83%
93%
79%
80%
71%
82%
79%
65%
85%
2013
(Very) Satisfied

26%
21%
6%
6%
5%
35%
2%
Q: Which of the following websites did you use for your most recent online purchase?
Collectandgo.be
Delhaizedirect.be
Caddyhome.be
Collivery.be
Eshop.carrefour.eu
Other
I don't remember
Food
2 major players
dominate the food e-commerce market
The food e-commerce landscape contains 2 major players, both
online stores of the large food retailers: Colruyt and Delhaize.

Q: How satisfiedwereyouwithusingthe e-commerce website afteryourmost recent online purchase?
FOOD
TOTAL
Top 2
86%
86%
Over8outof10foode-commerceshoppersaresatisfiedaboutthewebsiteaftertheirmostrecentonlinepurchase.
55%
58%
31%
28%
9%
8%
2%
3%
Very satisfied
Rather satisfied
Neutral
Rather dissatisfied
Very dissatisfied

Q: How likely are you to recommend ‘website’ to a friend, on a scale from 0 to 10?
0%
0%
0%
0%
2%
0%
5%
13%
35%
18%
26%
DETRACTORS
NEUTRALS
PROMOTERS
7%
48%
45%
Net Promoter Score
+37
Total: +27
0
1
2
3
4
5
6
7
8
9
10
Theextenttowhichpeoplearelikelytorecommendthefoode- commercewebsiteishigherthantheaveragee-commercewebsite.

Delivery & Payment

41%
15%
12%
11%
11%
4%
3%
2%
0%
0%
0%
0%
Payment method
Q: How didyoupayforit?
Online food buyers use more offline paying methods than the average online buyers. Over half pay by card (either at the point of sale or at the door) compared to only 4% among general online buyers.
Offline –By card (credit card, bank card, Proton) at the point of sale
Online –Bank card (Bancontact/Mister Cash)
Offline –By card (credit card, bank card, Proton) at the door
Offline –Bank transfer
Online –Credit card (Visa, MasterCard, American Express...)
Offline –Cash at the point of sale
Online –PayPal
Online –Other
Offline –Cash at the door
Offline –Cheque
Offline –SMS payment
Offline –Other
Food
Total
3%
23%
1%
12%
41%
2%
12%
3%
1%
0%
0%
0%
32%
68%
Online
Offline
VS.
Total: 79%
Total: 21%

Delivery preference
Q: How do youpreferyouronline purchases‘sector’ tobedelivered?
Pick-up at the shop is much more popular among online food buyers, with 2 in 5 preferring this option. While a similar number also prefer home delivery, it is much lower compared to general online buyers.
Pick-up at the shop
Home delivery
Pick-up at a pick-up point
Delivery at work
Pick-up in a locker (sealed container to be opened with a code)
Other
Does not matter to me
Food
Total
8%
69%
15%
4%
1%
2%
2%
Home delivery
is a close second, however, muchlesspreferredcomparedtothe averageonline buyer.
39%
34%
22%
2%
2%
0%
2%
Pick-up at the shopis the most popularoption amongonline food buyers, witha higherpreferenceratecomparedtogeneralonline buyers.

Delivery time
Q: Whenshoulditbepossibletohave ‘product’ delivered?
8 out of 10 are okay with delivery between 9am and 6pm and delivery during the week.
Food
Total
Hour
Days of the week
Food
Total
82%
14%
4%
Between 9.00 and 18.00 will do, if I don't have to pay anything extra
It should be possible between 8.00 and 20.00, even if I have to pay something extra
It should be possible 24h/7, even if I have to pay extra
88%
9%
3%
During the week is sufficient, if I don't have to pay anything extra
Also during the weekend, even if I have to pay something extra
Also on Sunday, even if I have to pay something extra
81%
15%
4%
81%
14%
5%
9am-6pm
week
between
during
days

20%
9%
50%
0%
21%
Delivery price
Q: How much are you willing to pay for the delivery of the ‘product’ you buy online?
Half of online food buyers are willing to pay between €4,00 and €7,50.
1 out of 5 expects free delivery, while the same amount would be willing to pay over €10,00 for food delivery.
Free
Less than € 4,00
€ 4,00 till € 7,50
€ 7,50 till € 10,00
More than € 10,00
Food Total
Significantly higher than total (conf. int. 95%)
Significantly lower than total (conf. int. 95%)
30%
15%
33%
2%
21%

1.
2.
Food in detail
3.
Tokeep in mind
4.
Wrap-up

THINGS TO KEEP IN MIND WHEN AIMING FOR THE STARS.

CONSUMERS’ EXPECTATIONS ON TRUSTWORTHINESS KEEP ON RISING.

“I HAVE FAITH IN E-COMMERCE”
39%
59%
2009
2011
66%
2012
60%
2013
60%
2014

“Veel bekende websites zijn erg betrouwbaar, waar het meestal fout gaat is bij de bezorging. En achteraf reclameren bij deze bedrijven heeft geen zin want in de kleine lettertjes staat dat zij niet aansprakelijk zijn voor zoek geraakte pakketten of beschadigingen. Als een webwinkel een eigen bezorging heeft zou dit probleem opgelost kunnen zijn.”

“Experiencea smoothbuyingprocessonline.”
96%
2012
90%
2013
89%
2014

“Pour plus de fiabilité, il faudrait une totale transparence et surtout beaucoup de simplicité. La majorité des sites de ventes en ligne sont destinés à des consommateurs qui connaissent déjà internet. Il serait intéressant de penser à des personnes plus âgées qui ne connaissent pas cet outil et qui sont contraints de l'utiliser parce que c'est dans l'air du temps.”

“Conscious faulty information on the website”
17%
2012
25%
2013
26%
2014

“Une sécurité de paiement c'est primordial! Ensuite les délais rapides et les frais de port accessibles voir gratuits.”

“Bank transfer is a reliable payment method”
2012
2013
2014
68%
63%
57%

BELGIAN WEBSITES FACE STRONG COMPETITION.

“J'avoue ne pas trop prêter attention à la nationalité du site, mais je trouve que les quelques fois que j'ai voulu aller sur un site belge, les prix n'étaient vraiementpas avantageux comparés aux concurrents.”
“Ik koop gewoon op de voordeligste en vooral veiligste website(eender of het Belgisch of buitenlands is).”
The internet has no boundaries. Price is the key differentiator.

“Ik koop bij buitenlandse websites wegens een groter aanbod, lagere prijs, de goede service(als er een probleem is, antwoorden ze onmiddellijk) en natuurlijk ook het vertrouwen, elke levering komt aan en is correct. De bedrijfsleiders in België wachten veel te lang af alvorens te investeren in nieuwe technologieën, waardoor bedrijven in de buurlanden een grote voorsprong hebben.”
Belgian websites are running behind (offer, usability, service etc.).

“Les sites belges de vente en ligne ont un train de retard en matière de design. Sur certain sites, on peut voir des vidéos de mannequin défiler avec les vêtements, ce qui permet de se faire une idée du vêtement, avec description complète du mannequin (taille du mannequin....) ce qui permet de savoir si la longueur, la forme du produit nous convient. Certain sites Belges propose ce type de vidéos sur certains produits, mais aucune description du mannequin n'est disponible. Ou on propose la description du mannequin mais pas de vidéos..”

“Een website beheren vraagt veel tijd en vooral kort op de bal spelen is de boodschap. Je moet ook gezien worden in het landschap, liefst zelfs opvallen, dit vraagt flexibiliteit en creativiteit en daar schieten wij, oude Belgen, iets tekort, denk ik.”

M-COMMERCE IS KNOCKING ON THE DOOR.

2011
2012
2013
2014
Willingness to use
mobile devices for
purchasing
15%
15%
17%
22%

“Met mijn mobiel toestel heb ik nog geen grote aankopen gedaan gewoon omdat ik het handiger vind dit via pc te doen thuis op mijn gemak. Wat ik wel doe is een busticketkopen bij de lijn en dat doe ik op regelmatige basis . Het is super handig wanneer je net zoals ik heel dikwijls vergeet om een lijnkaart te kopen op voorhand . En het is ook nog eens voordeliger . Het verschil tussen e- commerce en m-commerce weet ik niet nog nooit van dat laatste gehoord.”
Usability can be a burden.

“Ik verkies voorlopig toch de e-commerce omdat het mij een veiliger gevoel geef. Zeker als een website naar de digipasscodesvraagt, heb ik er vertrouwen in.”
“De plus, je n'ai pas d'antivirus.”
Payment safety is unclear and impacts trustworthiness.

SOCIAL MEDIA ARE YOUR FRIENDS. BUT DON’T OVERDO IT.

2012
2013
2014
Using social media
to get a price reduction
28%
33%
32%
35%
39%
51%

“Promoten via FB en twitterenzo... vind ik prima. Ik vind het leuk om zo al die bedrijven te volgen en van alle nieuwtjes op de hoogte te blijven . Maar aankopen doen via FB zal ik niet doen.”
“ik gebruik FB al verschillende jaren voornamelijk om in contact te blijven met mijn vrienden. Het stoort mij echter dat ook FB overstelpt wordt met allerlei reclame boodschappen. Voor mij hoeft dit echt niet, als ik iets wil weten of opzoeken over een bedrijf dan zal ik dat gewoon via een zoekmachine opzoeken.
.”
(Big) brands, be aware! You’re entering their environment.

“Quant aux entreprises, je trouve qu'il s'agit d'un moyen de communication efficace, viral et qui plus est gratuit ! Donc oui, c'est excellent pour les marques, évidemment. Par contre, ce que je déteste, ce sont les publicités de plus en plus présentes et même envahissantes sur Facebook ! Si je veux être tenue au courant des nouveautés d'une entreprise, j'ai la possibilité de suivre sa page. Pas besoin de me bassiner avec des pubs qui ne m'intéressent pas partout!”

“Ik denk dat dit voor de kleine zelfstandige een echte kans is om langs deze weg meer reclame te kunnen maken en via fb, ... producten te kunnen verkopen. Want de grote bedrijven onderdrukken deze handelaren een beetje omdat zij een groter aanbod kunnen geven. Zij kunnen via deze kanalen de mensen laten kennismaken met hun website (als die goed werkt) en zo kunnen ze mensen en potentiële klanten lokken.”

MORE CHANNELS, HIGHER EXPECTATIONS

5%
4%
4%
35%
27%
26%
7%
7%
9%
1%
1%
2%
Q: To what extent have your expectations of the offline store been lower / higher compared to 5 years ago?
n= 996 | Filter: Total online buyers sample
The offer
The shopping experience in general
The expertise of the store staff
Food
Total
Top 2
40%
41%
31%
31%
29%
31%
Higher
Lower
Online food buyers have similar expectations towards offline stores as general online buyers.
n= 54

Belgian e-commerce is on the rise.

E-food purchase remains a niche segment.

Those convinced of food e-commerce are doing it more often and spending more and more.

Convenience as key reason for online food purchase. Purely choice is made online, payment and delivery is as would be with an offline purchase.

Expectations towards offline retail channels are growing.

New York ITimisoara IGhentI RotterdamI London
Evergemsesteenweg195 I 9032 Ghent I Belgium
Thank you!
sophie@insites-consulting.com
@sophievanneck
be.linkedin.com/in/sophievanneck
+32 472 41 86 40
Sophie Van Neck
Senior Research Manager

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