Sample Report: Western Europe B2C E-Commerce Market 2018

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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
METHODOLOGY OF THE CURRENT REPORT
Report Coverage
 This report covers the B2C E-Commerce market in Western Europe. Major advanced and emerging markets in this region are covered, including Austria,
Belgium, Denmark, Finland, France, Germany, Italy, the Netherlands, Portugal, Spain, Sweden, Switzerland 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,
payment methods, delivery and players.
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, the E-Commerce share of retail, 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.
 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.
 WEBROOMING
a practice in retail where consumers browse/research the products online before making the purchase in-store;
may also refer to customers using Internet-enabled mobile devices to browse/research/compare products
online while being in-store.
 SHOWROOMING
a practice in retail where consumers visit a store to browse or try on the products before buying them online (or
via 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.
 E-COMMERCE MARKETPLACE
platforms where third-party merchants (B2C) or individuals (C2C) can sell their digital or physical products
online whereas the marketplace operator acts as an intermediary.
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 15)
1. Management Summary
2. Regional Overview
• Breakdown of Global Retail E-Commerce Sales by Regions, incl. Western Europe, in %, 2017
• Retail E-Commerce Sales in Western Europe, in USD billion, and Share of Total Retail Sales, in %, 2016-2021f
• Retail E-Commerce Sales in Western Europe, in EUR billion, and Year-on-Year Change, in %, 2018f-2021f
• Retail E-Commerce Share of Total Retail Sales in Western Europe, in %, 2017 & 2023f
• Top 3 Countries by B2C E-Commerce Sales in Europe, in EUR billion, 2018f
• Internet Penetration in the EU, by Country, in % of Individuals, 2011 – 2017
• Online Shopper Penetration in the EU, by Country, in % of Individuals, 2011 – 2017
• Product Categories Purchased Online, in % of Individuals, by Belgium, Germany, France, Italy, the Netherlands, the Nordics, Spain and the UK,
May 2017
• Payment Methods Preferred in Online Shopping, in % of Online Shoppers, by Belgium, Germany, France, Italy, the Netherlands, the Nordics,
Spain and the UK, May 2017
• Breakdown of Maximum Acceptable Delivery Times, in % of Online Shoppers, by Belgium, Germany, France, Italy, the Netherlands, the
Nordics, Spain and the UK, May 2017
• M-Commerce Share of Retail E-Commerce Sales, by Selected Countries in Western Europe, in %, 2016 - 2021f
• Cross-Border Online Shopper Penetration, by Selected Countries in Western Europe, in % of Online Shoppers, May 2018
3. UK
3.1. Trends
• B2C E-Commerce Market Overview and International Comparisons, July 2018
• M-Commerce Sales, in GBP billion, and M-Commerce Share of Retail E-Commerce Sales, in %, 2016 - 2021f
• Click & Collect Sales, in GBP billion, 2017 & 2022f
• Click & Collect Share of B2C E-Commerce Sales, in %, 2017 & 2022f
• Voice E-Commerce Sales, in USD billion, 2017 & 2022f
• 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, 2012 - 2017
• Share of Consumers Who Have Abandoned a Shopping Basket, by Online and In-Store, in %, April 2018
• Top 3 Product Categories by Online Checkout Abandonment Rate, in % of Consumers, April 2018
• Omnichannel Behavior Penetration, by Showrooming and Webrooming, in % of Consumers, 2017
• Breakdown of Satisfaction of Consumers with Receiving a Consistent Omnichannel Purchasing Experience, in % of Consumers, August 2017

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3. UK (Cont.)
3.2. Sales & Shares
• B2C E-Commerce Sales, in GBP billion, by Four Comparative Estimates, and CAGR, in %, 2016 - 2022f
• B2C E-Commerce Share of Total Retail Sales, in %, 2012 - 2017
3.3. Internet Users & Online Shoppers
• Number of Internet Users, in millions, and Penetration, in % of Adults, by Frequency of Use, 2012 – 2017
• Online Shopper Penetration, in % of Adults, 2012-2017
• Online Shopper Penetration, in % of Adults, by Age Group and Gender, 2012 – 2017
• Breakdown of Frequency of Shopping Online During a Three-Month Period, in % of Adults, by Age Group and Gender, 2017
• Breakdown of Online Spending During a Three-Month Period, in GBP, in % of Adults, by Age Group and Gender, 2017
3.4. Products
• Product Categories Purchased Online, in % of Adults, Q1 2017
• B2C E-Commerce Sales of Clothing, in GBP billion, 2017e & 2022f
• B2C E-Commerce Sales of Groceries, in GBP billion, 2017e & 2022f
3.5. Payment
• Payment Methods Preferred in E-Commerce, in % of Online Shoppers, June 2017
3.6. Delivery
• Delivery-Related Factors Increasing the Likelihood of Shopping with an Online Retailer, in % of Online Shoppers, May 2017
• Breakdown of Expected Threshold to Qualify for Free Delivery, in %, May 2017
3.7. Players
• Breakdown of UK Courier Parcel Market by Top 4 Players, in % of Number of Parcels, 2017e
• Share of Online Shoppers Using E-Commerce Marketplaces, in %, May 2017
• Top Reasons To Buy From Online Marketplaces Instead of Retailers, in % of Online Marketplace Shoppers, May 2017
• Top 7 E-Commerce Marketplaces, by Known and Used, in % of Online Marketplace Shoppers, May 2017
• Top 3 Retail Websites by Unique Visitors, in millions, March 2018
• Top 10 Retailers by Share of Retail Spending, in %, incl. Amazon, 2017

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4. Germany
4.1. Trends
• B2C E-Commerce Market Overview and International Comparisons, July 2017
• M-Commerce Sales, in USD billion, and M-Commerce Share of Retail E-Commerce Sales, in %, 2016 - 2021f
• Breakdown of B2C E-Commerce Sales by Device, in %, 2016 & 2017
• Devices Used for Online Shopping, in % of Online Shoppers, 2014, 2016 & 2017
• Reasons for Cancelling a Purchase via Smartphone, in % of Smartphone Shoppers, 2017
• Share of Purchases Preceded by Online Research via Smartphone, in %, by Online and Offline Purchases, 2017
• Breakdown of Retail Purchases by Mono-Channel and Multi-Channel Purchases, by Online Purchases, Offline Purchases and Total Purchases,
2017
• Cross-Border Online Shopper Penetration, in % of Online Shoppers in Germany, May 2017
• Countries Purchased From in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in Germany, May 2017
4.2. Sales & Shares
• B2C E-Commerce Sales, in EUR billion, by Five Comparative Estimates, and CAGR, in %, 2016 – 2022f
• B2C E-Commerce Share of Total Retail Sales, in %, by Five Comparative Estimates, 2016 - 2022f
• Number of Internet Users, in millions, and Penetration, in % of Individuals, 2012 – 2017
• Number of Online Shoppers, in millions, and Penetration, in % of Internet Users, 2012 – 2017
• Breakdown of the Frequency of Shopping Online During a 3-Month Period, in % of Online Shoppers Who Purchased Online in the Previous 3
Months, Q1 2017
4.4. Products
• Product Categories Purchased Online, in % of Online Shoppers, Q1 2016 & Q1 2017
• B2C E-Commerce Product Sales, by Category, in EUR billion, 2016 & 2017
• Interactive Retail Sales of Services, by Category, in EUR billion, 2016 & 2017
4.5. Payment
• Payment Methods Preferred in E-Commerce, by Type of Seller Purchased From, in % of Online Shoppers, April 2018
• Breakdown of B2C E-Commerce Product Sales by Payment Methods, in %, 2016 & 2017

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4. Germany (Cont.)
4.6. Delivery
• Logistic Services Providers Used by Online Shops, in % of Online Shops, 2017e
• Problems Encountered with Online Purchases, in % of Online Shoppers, Q1 2017
• Fastest Possible Delivery Time Offered by Online Shops, in Days, in % of Online Shops, 2016 & 2017
• Number of Amazon Lockers, in Units, 2017 & August 2018e
4.7. Players
• Market Share of Amazon, by Amazon.de Marketplace and Amazon.de, in %, 2017
• Top 10 Online Shops, by Sales, in EUR million, 2016
• Top 10 E-Commerce Platforms by Market Share, 2017/2018
• Top 10 Online Retailers of Food and Groceries by Estimated Revenue Range, in EUR million, 2017e
5. France
5.1. Trends
• Devices Used in Online Shopping, in % of Online Shoppers, 2016 & 2017
• Cross-Border Online Shopper Penetration, in % of Online Shoppers, 2017
• Top Product Categories Purchased Cross-Border in 2017 and Planned to be Purchased by Cross-Border Online Shoppers in 2018, in % of
Cross-Border Online Shoppers in France, 2017
• Top Destinations for Cross-Border Online Shopping Outside the EU, in % of Cross-Border Online Shoppers Who Purchased From Outside the
EU, 2017
• Social Media Usage Related To Online Shopping, in % of Online Shoppers Who Use Social Media, January 2017
• Shopping-Related Purposes of Voice Command Usage, in % of Online Shoppers, 2017
• Interest Towards Virtual Personal Assistant Systems For Online Shopping, in % Online Shoppers, 2017
5.2. Sales & Shares
• B2C E-Commerce Sales, in EUR billion, 2016 - 2019f
• B2C E-Commerce Share of Total Retail Sales, in %, 2017
• E-Commerce Share of Total Retail Sales, in %, 2016 - 2021f

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5. France (Cont.)
• Internet Penetration, in % of Individuals, 2011 – 2017
• Online Shopper Penetration, in % of Individuals, 2011 – 2017
• Frequency of Online Shopping, in % of Online Shoppers, 2017
5.4. Products
• Product Categories Purchased Online, in % of Online Shoppers, by Purchased in 2017 and Planned to Purchase in 2018
5.5. Payment
• Breakdown of Main Barriers That Make Consumers Hesitant to Purchase Online, in %, by Total Population and Online Shoppers, June 2017
5.6. Delivery
• Delivery Methods Used in E-Commerce, in % of Online Shoppers, 2017
• Subscription Delivery Services Used, in % of Online Shoppers, 2017
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
• Top 15 E-Commerce Websites/Applications, by Number of Unique Visitors per Month, in thousands, and Devices Used for Access, in % of
Unique Visitors, Q1 2018
• Top 10 Best-Known B2C E-Commerce Websites, % of Respondents, December 2017
6. Italy
6.1. Trends
• M-Commerce Sales, in EUR billion, and M-Commerce Share of B2C E-Commerce Sales, in %, 2015 - 2017e
• 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 Italy, 2012 – 2017
• Breakdown of Frequency of Showrooming and Webrooming, in % of Online Shoppers, 2017

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6. Italy (Cont.)
6.2. Sales & Shares
• B2C E-Commerce Sales, in EUR billion, 2011 – 2018f
• Breakdown of B2C E-Commerce Sales by Products and Services, in %, 2013 – 2018f
• B2C E-Commerce Share of Total Retail Sales, in %, 2014 - 2018f
• Internet Penetration, in % of Individuals, 2011 - 2017
• Online Shopper Penetration, in % of Individuals, 2011 - 2017
6.4. Products
• B2C E-Commerce Sales by Category, by Products and Services, in EUR million, and Year-on-Year Change, in %, 2017 & 2018f
• Product Categories Purchased Online, in % of Online Shoppers, 2016 & 2017
6.5. Payment
6.6. Delivery
• Delivery Destinations Preferred in E-Commerce, in % of Online Shoppers, June 2017
• Breakdown the Delivery Operators Used in E-Commerce, in %, 2017
6.7. Players
• Number of Online Stores, by Region, in Units, 2012, 2016 & 2017, and Change in 2017 Compared to 2016 and 2012
• Top 3 Destinations for Product Research Before Buying Online or in a Store, incl. Amazon and eBay, in % of Internet Users, October 2017
7. Netherlands
7.1. Trends
• Breakdown of Online Purchases by Device, in %, 2017
• Cross-Border Online Shopper Penetration, in % of Individuals, 2016 & 2017
• Cross-Border Online Spending, in EUR million, 2014 – 2017
• Breakdown of Cross-Border Online Spending of Online Shoppers in the Netherlands by Country, in %, 2016 & 2017

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7. Netherlands (Cont.)
7.2. Sales & Shares
• B2C E-Commerce Sales, in EUR billion, 2015-2017
• Online Share of Total Consumer Spending, by Spending on Products, Services and Total, 2016 & 2017
7.4. Product
7.5. Payment
7.6. Delivery
• Delivery Methods Preferred in E-Commerce, in % of Online Shoppers, May 2017
7.7 Players
• Top 10 B2C E-Commerce Companies by Revenues, in EUR million, 2016
8. Spain
8.1. Trends
• Mobile Shopper Penetration, in % of Online Shoppers, 2016 & 2017
• Breakdown of E-Commerce Transaction Value, by Exports, Imports and Domestic, in EUR million, Q1 2015 – Q4 2017
• Breakdown of E-Commerce Transaction Number, by Exports, Imports and Domestic, in millions, Q1 2015 – Q4 2017
• Breakdown of Cross-Border E-Commerce Imports Transaction Value and Number by Region, in % Q3 2017
• Breakdown of Cross-Border E-Commerce Exports Transaction Value and Number by Region, in % Q3 2017
• Breakdown of Online Shoppers by Research and Purchase Channels, in %, May 2017

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8. Spain (Cont.)
8.2. Sales & Shares
• B2C E-Commerce Sales, in EUR billion, and Year-on-Year Change, in %, 2010 – 2016
• B2C E-Commerce Sales, in EUR billion, 2016 & 2017
• B2C E-Commerce Share of Total Retail Sales, in %, 2017e
8.4. Products
• Product Categories Purchased Online, in % of Online Shoppers, 2017
• Products Purchased Online, in % of Online Shoppers, 2017
8.5. Payment
• Payment Methods Used in E-Commerce, in % of Online Shoppers, 2016 & 2017
8.6. Delivery
• Delivery Destinations Preferred in E-Commerce, in % of Online Shoppers, June 2017
8.7. Players
• Top 10 E-Commerce Websites, by Total Number of Visits, in millions, 2017
9. Belgium
9.1. Trends
• Breakdown of Online Spending by Device, in %, Q1 2017 & Q1 2018
• Share of Online Shoppers Who Made Their Latest Online Purchase via Smartphone, in % of Online Shoppers in Belgium, Q3 2016 & Q3 2017
• Cross-Border Online Shopper Penetration, in % of Online Shoppers, 2016 & 2017
• Top 3 Countries Purchased From in the Most Resent Cross-Border Online Purchase, in % of Cross-Border Online Shoppers, October 2017

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9. Belgium (Cont.)
9.2. Sales & Shares
• B2C E-Commerce Sales, in EUR billion, 2015 – 2017
• Online Share of Total Consumer Spending, in %, 2016 & 2017
9.4. Products
• Top 5 Categories by Online Share of Total Spending, in %, 2017
9.5. Payment
• Breakdown of Payment Methods Used in E-Commerce, in % of Online Shoppers, April 2018, and Change Compared to 2017 and 2011
9.6. Delivery
• Breakdown of Delivery Methods Preferred in E-Commerce, in % of Online Shoppers, April 2018
• Delivery-Related Barriers to Online Shopping, in % of Online Shoppers, Q2 2017
9.7. Players
• Top 10 Online Retailers by Online Sales in Belgium, FY 2016
• Top 10 E-Commerce Websites by Total Number of Visits, in millions, 2017
10. Sweden
10.1. Trends
• Mobile Shopper Penetration, in % of Internet Users, 2016 & 2017
• Cross-Border Online Shopper Penetration, in % of Internet Users, Q2 2017
• Breakdown of Online Shoppers by Buying Online from Sweden and Abroad, by Product Category, in %, Q1 2018
• Top Product Categories Purchased Cross-Border, in % of Cross-Border Online Shoppers in Sweden, 2016 & 2017

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10. Sweden (Cont.)
10.1. Trends (Cont.)
• Top 5 Countries in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in Sweden, 2016 & 2017
• Overview of Omnichannel Shoppers, incl. Share of Consumers Who Did Webrooming and Showrooming, in %, Average Spending by
Consumers Who Crossed Multiple Channels, and Average Spending by Consumers Who Used a Single Channel, in SEK, Q4 2017
10.2. Sales & Shares
• B2C E-Commerce Sales, in SEK billion, and Share of Total Retail Sales, in %, 2010 – 2018f
10.4. Products
• B2C E-Commerce Sales, by Selected Segments, in SEK billion and Year-on-Year Growth, in %, 2016 & 2017
10.5. Payment
• Breakdown of Payment Methods Preferred in E-Commerce, in % of Online Shoppers, Q4 2017
• Payment Methods Used and Preferred in Online and Mobile Shopping, in % of Online Shoppers, Q2 2017
10.6. Delivery
• Delivery-Related Factors That Are Important When Shopping Online, in % of Online Shoppers, Q2 2017
• Breakdown of Maximum Expected Delivery Time, in % of Online Shoppers, Q2 2017
10.7. Players
• Top 20 Online Pure-Play Retailers by Revenues, in SEK million, 2017
11. Switzerland
11.1. Trends
• Mobile Shopper Penetration, in % of Online Shoppers, 2016 & 2017

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11. Switzerland (Cont.)
• Top 5 Products Categories Purchased via Smartphone, in % of Online Shoppers, 2017
• Cross-Border B2C E-Commerce Imports, in CHF billion, 2014 – 2017
• Cross-Border B2C E-Commerce Imports Share of Total B2C/C2C E-Commerce Spending, in %, 2016 & 2017
• Retail E-Commerce and Mail Order Sales, in CHF billion, 2013 - 2017
• E-Commerce and Mail Order Share of Total Retail Sales, in %, 2017
• Internet User Penetration, in % of Individuals, 2014 & 2017
• Online Shopper Penetration, in % of Internet Users, 2014 & 2017
11.4. Products
• B2C E-Commerce and Mail Order Sales, by Product Category, in CHF billion, 2012 – 2017
• Product Categories Purchased Online, in % of Online Shoppers, 2017
11.5. Payment
11.6. Delivery
• Top 5 Reasons for Shopping Online, incl. Delivery-Related, in % of Online Shoppers, 2017
11.7. Players
• Top 10 Online Shops by Revenues, in CHF million, 2016 & 2017
12. Denmark
12.1. Trends
• Mobile Shopper Penetration, in % of Internet Users, Q2 2017
• Share of Online Purchases Made via Smartphone, in %, 2017

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12. Denmark (Cont.)
• Cross-Border Imports Share of B2C E-Commerce Sales, in %, 2017
• Top Product Categories Purchased Cross-Border, in % of Cross-Border Online Shoppers in Denmark, 2016 & 2017
• Top 5 Countries in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in Denmark, 2016 & 2017
• B2C E-Commerce Sales, in DKK billion, and Year-on-Year Change, in %, 2013 – 2017e
• Breakdown of B2C E-Commerce sales by Goods, Services, and Travel, in %, 2017
12.4. Products
12.5. Payment
12.6. Delivery
• Delivery-Related Factors That are Important When Shopping Online, in % of Online Shoppers, 2017
12.7. Players
• Breakdown of Top 20 Most Used Websites for Online Shopping, in % of Online Shoppers, H1 2017
13. Finland
13.1. Trends
• Mobile Shopper Penetration, in % of Internet Users, Q2 2017
• Cross-Border Online Shopper Penetration, in % of Internet Users, Q2 2017

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13. Finland
• Top Product Categories Purchased Cross-Border, in % of Cross-Border Online Shoppers in Finland, 2016 & 2017
• Top 5 Countries in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in Finland, 2016 & 2017
• B2C E-Commerce Sales, in EUR billion, 2016 & 2017
13.4. Products
• Breakdown B2C E-Commerce Sales of Products and Services, by Category, in %, 2017
13.5. Payment
13.6. Delivery
• Delivery-Related Factors That Are Important When Shopping Online, in % of Online Shoppers, 2017
13.7. Players
• Top 15 Most Used E-Commerce Websites, in % of Online Shoppers, 3 Months to January 2018
14. Austria
14.1. Trends
• M-Commerce Sales, in EUR million, and Year-on-Year Change, in %, 12 Months to April 2013 - 2018
• Mobile Shopper Penetration, in % of Individuals, 12 Months to April 2017 & 2018
• Cross-Border Online Shopper Penetration, in % of Online Shoppers, 2016 & 2017
• Top 3 Countries Purchased From in the Most Resent Cross-Border Online Purchase, in % of Cross-Border Online Shoppers, October 2017

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14. Austria (Cont.)
• B2C E-Commerce Sales, in EUR billion, 2015 – 2017
• B2C E-Commerce Share of Total Retail Sales, in %, 2017
14.4. Products
14.5. Payment
14.6. Delivery
• Top 5 Problems When Shopping Online, incl. Delivery-Related, in % of Online Shoppers, November 2017
14.7. Players
• Top 10 Online Shops by Revenues, in EUR million, 2016
15. Portugal
15.1. Trends
• Devices Used for Online Shopping, in % of Online Shoppers, June 2017
• Breakdown of Online Shoppers Making Purchases via Smartphone and Tablet, by Using App, Browser or Both, June 2017
• Cross-Border Online Shopper Penetration, in % of Online Shoppers, 2017
• B2C E-Commerce Sales, in EUR billion, 2009, 2017e and 2025f

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15. Portugal (Cont.)
• Online Shopper Penetration, in % of Individuals, 2011 – 2017
• Online Shopper Penetration, in % of Individuals, 2017e & 2025f
15.4. Products
15.5. Payment
15.6. Delivery
• Delivery/Return Options that Would Encourage Online Shoppers to Buy from an Online Retailer, in % of Online Shoppers, June 2017
15.7. Players
• Top 5 E-Commerce Websites, by Total Website Visits, in millions, incl. Rank Among All Websites in Portugal and Category, June 2018

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1. Management Summary 23 – 35
2. Regional Overview 36 – 50
3. UK 51 – 80
4. Germany 81 – 108
5. France 109 – 131
6. Italy 132 – 147
7. Netherlands 148 – 160
8. Spain 161 – 177
9. Belgium 178 – 194
10. Sweden 195 – 211
11. Switzerland 212 – 225
12. Denmark 226 – 240
13. Finland 241 – 253
14. Austria 254 – 266
15. Portugal 267 – 278

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in%ofIndividuals
27%
30% 32%
37%
42% 44%
50%
0%
25%
50%
75%
100%
2011 2012 2013 2014 2015 2016 2017
50% of individuals between 16 and 74 years old in Spain made
purchases online in 2017, up from 27% in 2011.
Spain: Online Shopper Penetration, in % of Individuals, 2011 - 2017
Definition: individuals who ordered goods or services, over the Internet, for private use, in the previous year, aged 16-74
Source: Eurostat, March 2018
Sales & Shares DeliveryProductsUsers & Shoppers PlayersPaymentTrends

37%
42%
41%
43%
47%
52%
60%
40%
44%
45%
46%
46%
56%
66%
0% 20% 40% 60% 80% 100%
Beauty/ Health
Appliances, Consumer Electronics
Shoes
Games / Toys
Travel/ Tourism
Cultural Products (Books, Movies, Music)
Clothing/ Fashion
Purchased in 2017
Plan to Purchase in
2018
24
Two-thirds of online shoppers in France bought clothes and fashion
products in 2017 and 60% planned to purchase them in 2018.
France: Product Categories Purchased Online, in % of Online Shoppers, by Purchased in 2017 and
Planned to Purchase in 2018
in % of Online Shoppers
Note: does not add up to 100% due to multiple answers possible
Survey: based on an online survey of 1,002 online shoppers in France, aged 18-74, conducted from December 2017 to January 2018, question askes” Which of the following
product / service categories did you buy on the internet in 2017, and which ones you plan to buy on the internet in 2018?”
Source: Fevad, CSA, January 2018
Sales & Shares DeliveryProductsUsers & Shoppers PlayersPaymentTrends

Sample Report: Western Europe B2C E-Commerce Market 2018

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