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4. 4
GENERAL METHODOLOGY OF MARKET REPORTS
Secondary Market Research
 The reports are compiled based on secondary market research. Secondary research is information gathered from previously published sources. Our reports are
based on information and data acquired from national and international statistical offices, industry and trade associations, business reports, business and
company databases, journals, company registries, news portals and many other reliable sources. By using various sources we ensure maximum objectivity for
reported data. As a result, companies gain a precise and unbiased impression of the market situation.
 Cross referencing of data is conducted in order to ensure validity and reliability.
 The source of information and its release date are provided on every chart. It is possible that the information contained in one chart is derived from several
sources. If this is the case, all sources are mentioned on the chart.
 The reports include mainly data from the last 12 months prior to the date of report publication. Exact publication dates are mentioned in every chart.
Definitions
 The reports take into account a broad definition of B2C E-Commerce, which might include mobile commerce. As definitions may vary among sources, exact
definition used by the source (if available) is included at the bottom of the chart.
Chart Types
 Our reports include text charts, pie charts, bar charts, rankings, line graphs and tables. Every chart contains an Action Title, which summarizes the main
idea/finding of the chart and a Subtitle, which provides necessary information about the country, the topic, units or measures of currency, and the applicable time
period(s) to which the data refers. With respect to rankings, it is possible that the summation of all categories amounts to more than 100%. In this case, multiple
answers were possible, which is noted at the bottom of the chart.
Report Structure
 Reports are comprised of the following elements, in the following order: Cover page, preface, legal notice, methodology, definitions, table of contents,
management summary (summarizing main information contained in each section of report) and report content (divided into sections and chapters). When
available, we also include forecasts in our report content. These forecasts are not our own; they are published by reliable sources. Within Global and Regional
reports, we include all major developed and emerging markets, ranked in order of importance by using evaluative criteria such as sales figures.
Notes and Currency Values
 If available, additional information about the data collection, for example the time of survey and number of people surveyed, is provided in the form of a note. In
some cases, the note (also) contains additional information needed to fully understand the contents of the respective data.
 When providing information about amounts of money, local currencies are most often used. When referencing currency values in the Action Title, the EUR
values are also provided in brackets. The conversions are made using the average currency exchange rate for the respective time period. Should the currency
figure be in the future, the average exchange rate of the past 12 months is used.

5. 5
METHODOLOGY OF THE CURRENT REPORT
Report Coverage
 This report covers the B2C E-Commerce & Online Payment market in Western Europe. In addition to the regional information and country comparisons, the top
5 markets in this region are covered in-depth, including France, Germany, Italy, Spain, and the UK. A broad definition of retail E-Commerce used by some
original sources cited in this report might include both B2C and C2C E-Commerce.
 The report contains relevant information about international comparisons, market trends, E-Commerce sales and shares, Internet users and shoppers, products,
delivery and players, as well as payment methods, trends in online payment security. In addition, information about mobile payments was included, with a focus
on remote mobile payments; however, some sources cited in the report included both in-store and remote mobile payments in their definitions.
Report Structure
 The report starts with an overview of the regional E-Commerce market, regional and country comparisons in terms of criteria relevant to B2C E-Commerce, such
as sales, Internet and online shopper penetration. The rest of the report is divided into country chapters, presented in the descending order of retail E-
Commerce sales. Data availability varied by country.
 Each country description starts with the “Trends” section that highlights relevant market trends, such as M-Commerce, omnichannel, and cross-border online
shopping.
 The section “Sales & Shares” covers the development of B2C E-Commerce sales and E-Commerce’s share of total retail sales. For top markets in the region,
information from several sources was provided for cross-referencing.
 In the “Users & Shoppers” section, information about Internet penetration and online shoppers is included.
 Afterwards, the section “Products” shows the leading product categories purchased online.
 The next section, “Payment”, covers the payment methods most used by online shoppers, mobile payment trends and attitudes of online shoppers and
merchants to payment security in E-Commerce.
 Furthermore, the “Delivery” section covers information related to delivery in E-Commerce.
 Finally, the “Players” section includes information about the leading E-Commerce companies, including rankings of top online shopping platforms by sales,
website visits, awareness and usage rates by online shoppers, where available.
 For the top two B2C E-Commerce markets in the region, the UK and Germany, the country descriptions start with an overview chart, highlighting the overall B2C
E-Commerce development.

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DEFINITIONS
 B2C E-COMMERCE
the sale of products (and services) through electronic transactions via the Internet from businesses to consumers (B2C). A
broader definition of retail E-Commerce applied by some sources also includes consumer-to-consumer (C2C) sales.
 E-COMMERCE SALES
the total sales generated either on the E-Commerce market in a certain country or region, or the total sales generated
through E-Commerce by a player on the market.
 M-COMMERCE
M-Commerce, also called “Mobile Commerce”, means the sale of products (and services) through electronic transactions
via mobile devices, such as mobile phones, tablets and smartphones.
 CROSS-BORDER
B2C E-COMMERCE
the sale of goods (and services) directly to consumers in other countries, with orders delivered from the country where the
foreign shop is based or from a central logistics facility, i.e. across the country’s borders. Both B2C and C2C transactions
might be included in the definition of retail cross-border E-Commerce.
 OMNICHANNEL
an approach to retail that strives to provide the customer with the seamless shopping experience across all retail channels,
such as in-store, online and mobile.
 INTERNET USERS the total number of inhabitants in a certain country that regularly accesses the Internet.
 ONLINE SHOPPERS the total number of inhabitants in a certain country or region that participates in B2C E-Commerce.
 ONLINE PAYMENT
Transfer of money made over the Internet following a consumer’s payment command, includes payments for product and
service purchased in B2C E-Commerce and M-Commerce.
 MOBILE PAYMENT
A wide definition of mobile payments includes payments made remotely in M-Commerce and proximity payments made in-
store, such as via QR code scanning and NFC technology.
 ALTERNATIVE PAYMENTS
Generally refers to payment methods other than credit card or bank card payments. Widely defined, alternative online
payment methods include bank transfers and direct debit, digital wallets, pre-paid cards and private label cards, invoice, and
digital currency. May also include cash on delivery and card schemes by local companies other than global card brands.
 MOBILE WALLET
A software solution that enables consumers to store payment credentials, such as credit or debit card information, and use
the stored credentials to pay digitally for transactions made in-store, online or via mobile. Mobile wallets are installed on
mobile devices which are used to complete payments. The examples of mobile wallets include Apple Pay, Samsung Pay
and Google Pay. Mobile wallets are often included in the broader category of E-Wallets or digital wallets.
The following expressions and definitions are used in this market report*:
Note: *the definitions used by the original sources might differ from the ones stated on this chart; the exact definition used by each source, where available, is included on the respective
charts

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TABLE OF CONTENTS (1 OF 8)
1. Management Summary
2. Regional Overview
• B2C E-Commerce Sales in Europe, in EUR billion, and Year-on-Year Change, in %, 2013 - 2019f
• Breakdown of B2C E-Commerce Sales in Europe by Sub-Regions, in %, 2018
• Retail E-Commerce Sales in the EU5, in USD billion, and Year-on-Year Change, in %, 2018-2022f
• Top 10 Countries Worldwide by Retail E-Commerce Sales, in USD billion, by Canada, China, India, Germany, France, Japan, Russia, South
Korea, the UK, the USA, 2018 & 2019f
• Retail E-Commerce Sales in the EU5, in USD billion, by Country, 2019f
• Top Product Categories Purchased Online, in % of Online Shoppers in the EU, 2018
• Internet Penetration in the EU, by Country, in % of Individuals, 2012 – 2018
• Online Shopper Penetration in the EU, by Country, in % of Individuals, 2012 – 2018
• Cross-Border Online Shopper Penetration in the EU, by Country, in % of Online Shoppers,
• 2017 & 2018
• Product Categories Purchased Online, in % of Individuals, by Belgium, Germany, France, Italy, the Netherlands, the Nordics, Spain and the UK,
May 2018
• Breakdown of Maximum Acceptable Delivery Times, in % of Online Shoppers, by Belgium, Germany, France, Italy, the Netherlands, the
Nordics, Spain and the UK, May 2018
• Online and Mobile Payment Trends and News about Players, February 2019
• Breakdown of E-Commerce Transactions by Payment Method, in %, April 2018
• Top Payment Methods Preferred in E-Commerce, in % of Online Shoppers, 2016 - 2018
• Payment Methods Preferred in Online Shopping, in % of Online Shoppers, by Belgium, Germany, France, Italy, the Netherlands, the Nordics,
Spain and the UK, May 2018
• Top Payment Methods Preferred in E-Commerce, in % of Online Shoppers, by Selected Countries, 2018
• Share of Internet Users Who Say They Would Never Use Selected Payment Providers to Pay for Goods and Services (Online or In-Store), in %
of Internet Users, April 2018
• Attitudes to Security of Online Shopping, incl. Payment-Related, in % of Online Shoppers, by the UK, Germany and Austria, April 2018
• Payment Methods Accepted in Online Stores, in % of Online Stores, February 2018
• Overview of Strong Customer Authentication Requirements Under PSD2, April 2019
• Overview of The Strong Customer Authentication Perceptions by Industry Participants, June 2019
• E-Commerce Merchants’ Readiness to Support Strong Customer Authentication, in %, November 2018
• Levels of Awareness and Preparation of E-Commerce Merchants to Strong Customer Authentication Requirements, by SMEs and Large
Businesses, June 2019

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TABLE OF CONTENTS (2 OF 8)
2. Regional Overview (Cont.)
• Share of Consumers Who Are Unaware of the Strong Customer Authentication Requirements for Online Purchases, in %, June 2019
• Share of Consumers Who Prefer One-time Passcodes for Authentication, Compared to Fingerprint Recognition, in %, June 2019
• Barriers to Buying Online, in % of Online Shoppers, July 2018
• Mobile Payment Transaction Value in the EU-7, in EUR billion, and Year-on-Year Change, in %, 2016-2022f
• Breakdown of Mobile Payment Transaction Value in the EU-7 by Payment Types, in %, 2022f
• Mobile Wallet User Penetration, in % of Respondents, by France, Germany, Spain and the UK, 2018
• Main Barriers to Mobile Payment Adoption, in % of Respondents, by France, Germany, Spain and the UK, 2018
3. UK
3.1. Trends
• B2C E-Commerce Market Overview and International Comparisons, September 2019
• M-Commerce Sales, in GBP billion, 2019f & 2024f
• Key Figures about Click and Collect, incl. Click & Collect Growth Rate, 2018-2023f, Click & Collect Sales, in GBP billion, 2023f, Click & Collect
Share of Total E-Commerce Sales, in %, 2023f, Clothing and Footwear’s Share of Click & Collect Sales, in %, 2018, Click & Collect Customer
Satisfaction Rate, in %, 2018, and Share of Customers Who Bought an Additional Item When Collecting an Order, in %, 2018
• Cross-Border Online Shopper Penetration, by Online Shoppers Buying From Other EU Countries and from the Rest of the World, in % of Online
Shoppers in the UK, 2013 – 2019
3.2. Sales & Shares
• Retail E-Commerce Sales, in GBP billion, and Share of Total Retail Sales, in %, 2017 – 2023f
• Retail E-Commerce Sales, in GBP billion, 2018 & 2023f
• B2C E-Commerce Share of Total Retail Sales, in %, 2013 – 2018 & Q1-Q2 2019
3.3. Internet Users & Online Shoppers
• Number of Internet Users, in millions, and Penetration, in % of Adults, by Frequency of Use, 2013 - 2019
• Online Shopper Penetration, in % of Adults, 2013-2019
• Online Shopper Penetration, in % of Adults, by Age Group and Gender, 2013 - 2019
• Breakdown of Frequency of Shopping Online During a Three-Month Period, in % of Online Shoppers, by Age Group and Gender, 2019
• Breakdown of Online Spending During a Three-Month Period, in GBP, in % of Online Shoppers, by Age Group and Gender, 2019

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TABLE OF CONTENTS (3 OF 8)
3. UK (Cont.)
3.4. Products
• Product Categories Purchased Online, in % of Adults, 2019
• Online Grocery Sales, in GBP billion, 2018, 2019f & 2023f
3.5. Payment
• Breakdown of E-Commerce Transactions by Payment Method, in %, April 2018
• Top 10 Reasons for Shopping Cart Abandonment, in % of Online Shoppers, 2018e
• Share of Online Shoppers Who Want Merchants to Offer a Range of Payment Options, in %, July 2018
• Share of Online Shoppers Who Have Abandonment an Online Transaction Due to the Payment Process, in %, 2014 & 2018
• Attitudes to Slow Payment Process, in % of Online Shoppers, July 2018
• E-Commerce Fraud Loss on UK-Issued Cards, in GBP million, and Share of Total Card Purchase Fraud Loss, in %, 2013 - 2018
• Breakdown of Consumers’ Perception of Whether They Currently Undergo Enough Security Checks When Making an Online Payment, in % of
Consumers, 2018
• Breakdown of the Preferred Way of Receiving a One-time Passcode to Verify a Payment Transaction, in % of Consumers, 2018
• Knowledge of Technology Trends, incl. Mobile Payments, in % of Consumers, 2016 - 2018
• Innovative Payment Methods That Millennial Online Shoppers Plan to Use in the Future, July 2018
• Current and Future Use of Apple Pay, Google Pay and Samsung Pay, Compared to Debit/Credit Cards, in % of Online Shoppers, by Age Group,
July 2018
• Usage of FinTech Disruptors Compared to Banks, in % of Internet Users, July 2018
3.6. Delivery
• Delivery-Related Reasons for Shopping Cart Abandonment, in % of Online Shoppers Who Abandoned a Shopping Cart for a Delivery-Related
Reason, 2018
3.7. Players
• Top 10 E-Commerce Websites by Audience Reach, in % of Internet Users, September 2018
• Breakdown of Frequency of Purchasing from Amazon, in % of Consumers, February 2019

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TABLE OF CONTENTS (4 OF 8)
4. Germany
4.1. Trends
• B2C E-Commerce Market Overview and International Comparisons, September 2019
• Devices Used for Shopping Online, in % of Online Shoppers, 2017 & 2018
• Breakdown of Research and Purchase Channels Used, in % of Consumers, 2015, 2019e & 2021f
• Breakdown of Awareness of Click & Collect, in %, 2018
4.2. Sales & Shares
• B2C E-Commerce Sales, in EUR billion, by Three Comparative Estimates, and CAGR, in %, 2017 – 2023f
• B2C E-Commerce Share of Total Retail Sales, in %, by Two Comparative Estimates, 2017 - 2023f
4.3. Internet Users & Online Shoppers
• Number of Internet Users, in millions, and Penetration, in % of Individuals, 2012 – 2018
• Number of Online Shoppers, in millions, and Penetration, in % of Internet Users, 2012 - 2018
4.4. Products
• Product Categories Purchased Online, in % of Online Shoppers, 2017 & 2018
• B2C E-Commerce Sales, by Product Category, in EUR billion, 2017 & 2018
4.5. Payment
• Breakdown of B2C E-Commerce Product Sales by Payment Methods, in %, 2017 & 2018
• Payment Methods Preferred in E-Commerce, by Type of Seller Purchased From, in % of Online Shoppers, April 2018
• Breakdown of Attitude to Paying by Invoice, in % of Online Shoppers, April 2018
• Breakdown of Importance of Payment Topics in Merchants’ Payment Strategy Until 2020, in % of E-Commerce Merchants, 2018
• Payment Methods that E-Commerce Merchants Plan to Start Accepting in 2018/2019, in % of E-Commerce Merchants, 2018
• Share of E-Commerce Merchants Who Faced Fraud or Fraud Attempts in Their Online Shops, in %, 2018
• Perceived Development of Fraud and Fraud Attempts Over the Past Year, in % of E-Commerce Merchants, 2018
• Types of Fraud and Fraud Attempts Faced by E-Commerce Merchants in Their Online Stores, in % of E-Commerce Merchants, 2018
• Measures Taken by E-Commerce Merchants to Prevent Fraud in Their Online Stores, in % of E-Commerce Merchants, 2018
• Breakdown of Usage of 3D Secure for Credit Card Payments, in % of E-Commerce Sellers, 2017 - 2019
• Breakdown of the Perceived Change in Shopping Cart Abandonment Rates After Choosing Credit Card Payment as a Result of 3D Secure, in
% of E-Commerce Sellers Using 3D Secure, 2019

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TABLE OF CONTENTS (5 OF 8)
4. Germany (Cont.)
4.5. Payment (Cont.)
• Preference for Paying via Smartphone Compared to Cash and Cards, by Type of Payment, in % of Consumers, August 2018
• Mobile Payment User Penetration, in % of Consumers, and Mobile Payment Apps Used, in % of Mobile Payment Users, August 2018
• Most Trusted Mobile Payment Providers, in % of Consumers, August 2018
4.6. Delivery
• Criteria Applied to Choosing an Online Shop to Buy From, in % of Online Shoppers, 2018
4.7. Players
• Breakdown of B2C E-Commerce Sales by Player Type, in %, 2018
• Amazon’s Market Share of B2C E-Commerce Sales, in %, 2018
• Top 10 Online Shops, by Sales, in EUR million, 2018
5. France
5.1. Trends
• M-Commerce Share of B2C E-Commerce Sales, in %, 2014 - 2018
• M-Commerce Share of Retail E-Commerce Sales, in %, 2019f
• Devices Used for Shopping Online, in % of Online Shoppers, 2018
5.2. Sales & Shares
• B2C E-Commerce Sales, in EUR billion, 2016 - 2019f
• B2C E-Commerce Share of Retail E-Commerce Sales, in %, 2018
• Retail E-Commerce Sales, in EUR billion, and Share of Total Retail Sales, in %, 2017 – 2023f
5.3. Internet Users & Online Shoppers
• Internet Penetration, in % of Individuals, 2012 - 2018
• Online Shopper Penetration, in % of Individuals, 2012 - 2018
5.4. Products
• Product Categories Purchased Online, in % of Online Shoppers, 2017 & 2018

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TABLE OF CONTENTS (6 OF 8)
5. France (Cont.)
5.5. Payment
• Breakdown of B2C E-Commerce Sales by Payment Methods, in %, 2018
• Payment Methods Preferred in E-Commerce, in % of Online Shoppers, July 2018
• Attitude Towards Alternative Payment Methods in E-Commerce, in % of Online Shoppers, March 2018
• Breakdown of Main Barriers That Make Consumers Hesitant to Purchase Online, in %, by Total Population and Online Shoppers, June 2018
• Share of 3D Secure Payments, in % of Online Card Payments, April 2011 – April 2018
• Top 5 Services and Obligations of E-Commerce Merchants in 2019 According to Online Shoppers, in % of Online Shoppers, December 2018
• Preferred Biometric Authentication Methods in E-Commerce, in % of Online Shoppers, 2019
• Breakdown of Attitudes Towards Mobile Payments, in % of Internet Users, February 2018
5.6. Delivery
• Delivery Methods Used in E-Commerce, in % of Online Shoppers, 2018
5.7. Players
• Online Merchants’ Share of Total B2C E-Commerce Websites and B2C E-Commerce Market Sales, by Annual B2C E-Commerce Turnover, in
%, 2017 & 2018
• Top 5 E-Commerce Websites by Number of Monthly Visitors, in millions, Q1 2019
• Top 10 Online Shops, by Sales, in EUR million, 2018
6. Spain
6.1. Trends
• Devices Used for Shopping Online, in % of Online Shoppers, June 2019
• Breakdown of Research & Purchase Channels Used, in % Online Shoppers, June 2019
6.2. Sales & Shares
• B2C E-Commerce Sales, in EUR billion, and Year-on-Year Change, in %, 2015 - 2019f
• B2C E-Commerce Share of Retail Sales, in %, 2018 & 2022f
6.3. Internet Users & Online Shoppers
• Internet Penetration, in % of Individuals, 2012 - 2018
• Online Shopper Penetration, in % of Individuals, 2012 - 2018

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TABLE OF CONTENTS (7 OF 8)
6. Spain (Cont.)
6.4. Products
• Product Categories Purchased Online, in % of Online Shoppers, 2017 & 2018
6.5. Payment
• Payment Methods Used in E-Commerce, in % of E-Commerce Professionals, July 2018
• Payment Methods Used in E-Commerce, in % of Online Shoppers, 2017 & 2018
• Breakdown of Factors Most Important in Online Payment Methods, in % of Online Shoppers, October 2018
• Breakdown of Preferred Payment Methods, by Store Type, incl. Online, in % of Internet Users, June 2018
6.6. Delivery
• Factors Most Important to Customer Satisfaction in E-Commerce, in % of Online Shoppers, June 2019
6.7. Players
• Top 10 Online Shops, by Sales, in EUR million, 2018
• Top 5 Online Shops by Number of Orders, in millions, 2018
7. Italy
7.1. Trends
• M-Commerce Sales, in EUR billion, and M-Commerce Share of B2C E-Commerce Sales, in %, 2017 – 2019f
• Cross-Border Imports Share of B2C E-Commerce Sales, in %, 2018e
7.2. Sales & Shares
• B2C E-Commerce Sales, in EUR billion, 2015 – 2019f
• B2C E-Commerce Share of Retail Sales, in %, 2018 & 2019f
7.3. Internet Users & Online Shoppers
• Internet Penetration, in % of Individuals, 2012 - 2018
• Online Shopper Penetration, in % of Individuals, 2012 - 2018

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TABLE OF CONTENTS (8 OF 8)
7. Italy (Cont.)
7.4. Product
• Breakdown of B2C E-Commerce Sales by Products and Services, in %, 2015 – 2019f
• B2C E-Commerce Sales by Category, by Products and Services, in EUR million, and Year-on-Year Change, in %, 2018 & 2019f
• Product Categories Purchased Online, in % of Online Shoppers, 2017 & 2018
7.5. Payment
• Payment Methods Preferred in E-Commerce, in % of Online Shoppers, July 2018
• Breakdown of the Number of Online Purchase Transactions by Payment Methods, in %, Q1 2018
• Breakdown of Number of Online Purchase Transactions by Payment Methods, by Purchase of Physical Products and of Digital Goods and
Services, in %, Q1 2018
• Average Online Purchase Transaction Value by Payment Method, in EUR, Q1 2018
• Breakdown of Awareness and Usage of New FinTech Services, in % of Internet Users, 2018
7.6. Delivery
• New Delivery Options Introduced, in % of E-Commerce Companies, 2018
7.7 Players
• Top 10 Online Shops, by Sales, in EUR million, 2018

15. 15
1. Management Summary 15 – 21
2. Regional Overview 22 – 55
3. UK 56 – 85
4. Germany 86 – 114
5. France 115 – 136
6. Spain 137 – 151
7. Italy 152 – 168

16. 16
in%ofTotalRetailSales
10.4% 11.3% 12.5% 14.7% 16.3% 18.0% 18.9% 18.4%
0%
20%
40%
60%
80%
100%
2013 2014 2015 2016 2017 2018 Q1 2019 Q2 2019
B2C E-Commerce’s share of total retail sales in the UK increased
from 10.4% in 2013 to 18.4% in Q2 2019.
UK: B2C E-Commerce Share of Total Retail Sales, in %, 2013 – 2018 & Q1-Q2 2019
Note: all retailing excluding fuel; based on monthly data
Source: Office for National Statistics, September 2019
Sales & Shares DeliveryProductsUsers & Shoppers PlayersPaymentTrends

17. 8%
8%
10%
15%
40%
41%
53%
0% 25% 50% 75% 100%
Bank Transfer
Domestic Bank Credit Card / Debit Card
Voucher ePay / Gift Card from Unique Store or Brand
Cash on Delivery
Stored Value Cards / Virtual Cards / E-Money
Visa / Mastercard
Digital Wallet
17
“Digital Wallet” (53%) and “Visa/ Mastercard” (41%) were the most
preferred online payment methods in Italy, as of July 2018.
Italy: Payment Methods Preferred in E-Commerce, in % of Online Shoppers, July 2018
in % of Online Shoppers
Note: does not add up to 100% due to multiple answers possible
Survey: based on an online survey of 24,328 individuals in 21 European countries, 18+, who have ordered physical goods online and then received a parcel; question asked
“Several payment methods exist to pay for goods online. What is your preferred one?“
Source: DPD Group, Kantar TNS, December 2018
Sales & Shares DeliveryProductsUsers & Shoppers PlayersPaymentTrends

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