Sample Report: Europe Clothing B2C E-Commerce Market 2016

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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

solely 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

all obtained 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 always 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.

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METHODOLOGY OF THE CURRENT REPORT

Report Coverage

This report covers the B2C E-Commerce market for clothing in Europe. It takes into account a wide definition of the clothing segment, including products

referred to as apparel, fashion, clothing, accessories and footwear. The exact definition of the segment covered on each particular chart may differ depending on

the original source used. Besides sales figures, penetration and rankings, this report also reveals important market trends that affect clothing B2C E-Commerce,

such as mobile and cross-border shopping.

The major advanced and emerging countries in Europe are included in this report.

Report Structure

The global chapter opens the report, featuring global market trends and rankings.

The rest of the report is devoted to the European region and divided by countries. The countries are grouped by three sub-regions.

Within each group, the countries are presented in the order of descending total B2C E-Commerce sales.

Within the country chapters, the following information is covered, where available: B2C E-Commerce sales of clothing, the share of online shoppers buying

clothing online and the rank of this category among other product categories, the share of B2C E-Commerce on total retail sales of clothing and the share of

clothing on total B2C E-Commerce sales.

For the two leading countries in the region, a text chart with qualitative overview of the online clothing market, trends and players is included.

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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 E-COMMERCE SALES the total sales generated either on the B2C E-Commerce market in a certain country or region, or the total

sales generated through B2C E-Commerce by a player on the market.

CLOTHING garments collectively; also referred to as apparel, textile and fashion; sometimes also includes accessories,

jewelry and footwear.

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.

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 made online through

foreign online shops and delivered from the country where the foreign shop is based or from a central logistics

facility, i.e. across the country’s borders.

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.

SHOWROMING a practice in retail where consumers visit a store to browse or try on the products before buying them online (or

via mobile).

The following expressions and definitions are used in this B2C E-Commerce 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 7)

1. Management Summary

2. Global Developments

• Product Categories Purchased Online, incl. “Fashion-Related Products”, in % of Online Shoppers, Q4 2015

• Product Categories Most Purchased Online, by Generation, incl. “Apparel”, in % of Online Shoppers, November 2015

• Product Categories Purchased Cross-Border, incl. “Clothing and Footwear”, in % Cross-Border Online Shoppers, September 2015

• Breakdown of Preferred Channels of Buying “Clothing and Footwear”, in % of Online Shoppers, September 2015

• Top 20 Clothing E-Commerce Websites, by Website Rank, incl. Website Visits, in millions, Average Visit Duration, in minutes, Bounce

Rate, in %, and Top 5 Countries by Share of Visits, in %, July 2016

3. Europe

3.1. Regional

• Product Categories Purchased Online in the EU, incl. “Clothes, Sports Goods”, in % of Online Shoppers, 2015

• Share of Online Shoppers Buying “Clothing, Sports Goods” Online, by EU Countries, Switzerland, Norway and Turkey, in % of Online

Shoppers and in % of Individuals, 2014 & 2015

• B2C E-Commerce Sales of Clothing and Footwear, by the UK, Germany and Italy, in USD billion, 2015 & 2020f, and CAGR, in %, 2015-

2020f

• Share of Online Shoppers Purchasing “Clothing and Footwear” Online, in % and in millions, by Belgium, France, Germany, Italy, the

Netherlands, Poland, Scandinavia, Spain, the UK, April 2015

• Share of Internet Users Webrooming and Showrooming for “Clothing, Shoes and Accessories”, Compared to “Electronics”, by Germany,

Austria and Switzerland, in %, May 2015

4. Western Europe

4.1. UK

• Overview of Clothing B2C E-Commerce Market, August 2016

• B2C E-Commerce Sales of Clothing and Footwear, Electrical and Electronic Goods and Groceries, in GBP billion, 2014 & 2015e, in %

Share of Total B2C E-Commerce Sales and in % Share of Retail Sales in the Respective Category, 2015e

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4. Western Europe (Cont.)

4.1. UK (Cont.)

• B2C E-Commerce Sales of Clothing and Footwear, in GBP billion, B2C E-Commerce Share of Total Retail Sales of Clothing and

Footwear, in %, and B2C E-Commerce Share of Total Retail Sales of Clothing, in %, 2015 & 2020f

• B2C E-Commerce Share of Total Retail Sales of Textile, Clothing and Footwear Retailers, Compared to B2C E-Commerce Share of Total

Retail Sales, in %, 2011-2015 & Q1-Q2 2016

• Product Categories Purchased Online, incl. “Clothes or Sports Goods”, in % of Online Shoppers, Q1 2015 & Q1 2016

• Product Categories Purchased Online, incl. “Clothes or Sports Goods”, in % of Online Shoppers, by Age Group and Gender, Q1 2016

• Overview of Clothing B2C E-Commerce Players, August 2016

• Breakdown of Device Usage by Unique Visitors to 10 Selected Clothing Retailers’ Websites, by Device, in %, December 2015

• Top 10 Clothing E-Commerce Websites, by Website Rank, incl. Total Website Visits, in millions, Average Visit Duration, in minutes,

Bounce Rate, in %, and UK’s Share of Total Visits, in %, July 2016

4.2. Germany

• Overview of Clothing B2C E-Commerce Market and Players, August 2016

• B2C E-Commerce Sales of Clothing, in EUR billion, and Year-on-Year Change, in %, 2011 - 2015

• B2C E-Commerce Sales of Fashion and Accessories, in EUR billion, 2014 & 2015

• Breakdown of B2C E-Commerce Sales of Fashion and Accessories by Sub-Categories, in %, 2014

• B2C E-Commerce Share of Total Retail Sales of Clothing, Shoes and Accessories, in %, 2015 & 2025f

• Product Categories Purchased Online, incl. “Clothing and Sports Goods”, in % of Online Shoppers, Q1 2015

• Top 5 Online Clothing Shops by B2C E-Commerce Revenue, in EUR million, 2014

• Top 5 Online Shops and Marketplaces to Purchase Clothing and Shoes, in % of Clothing Online Shoppers, October 2015


Bounce Rate, in %, and Germany’s Share of Total Visits, in %, July 2016

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4.3. France

• B2C E-Commerce Sales, by Product Category, in EUR billion, and Share of Total Retail Sales in the Respective Category, in %, incl.

“Clothing”, 2015

• B2C E-Commerce Sales of Clothing, Shoes and Home Textile, in EUR billion, 2014 & 2015

• Product Categories Purchased Online, in % of Online Shoppers, 2015

• Product Categories Purchased Online via Desktop and Smartphone, incl. “Clothing’, in % of Internet Users and in % of Mobile Internet

Users, H1 2016

• Breakdown of B2C E-Commerce Sales of Clothing by Retailer Types, in %, 12 Months to June 2015


Bounce Rate, in %, and France’s Share of Total Visits, in %, July 2016

4.4. Spain

• Breakdown of B2C E-Commerce Sales of Fashion by Sub-Categories, in % and in EUR million, 2015

• B2C E-Commerce Share of Total Retail Sales of Clothing, Footwear, Accessories and Home Textiles, in Q1 2014 – Q2 2016

• Number of Online Shoppers of Clothing, Footwear, Accessories and Home Textiles Online, in millions, February 2014, February 2015 &

February 2016

• Products Purchased Online, incl. “Fashion”, in % of Online Shoppers, 12 Months to November 2015

• Products Purchased via Mobile, incl. “Fashion”, in % of Online Shoppers, 12 Months to November 2015

4.5. Italy

• B2C E-Commerce Sales of Clothing and Accessories, in EUR billion, 2015 & 2016f

• B2C E-Commerce Exports of Clothing and Accessories, in EUR billion, 2015 & 2016f

• B2C E-Commerce Share of Total Retail Sales of Clothing and Accessories, in %, 2015 & 2016f

• Breakdown of Online Purchases of Clothing by Retailer Segment and Type, in %, 2016f

• Breakdown of Online Purchases of Clothing by Sub-Categories, in %, 2016f

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4.6. Netherlands

• B2C E-Commerce Sales of Clothing and Shoes, in EUR million, 2014

• Online Share of Total Spending on Clothing, in %, H1 2015 & 2020f

• Product Categories Purchased Online, incl. “Clothes, Sports Goods”, in % of Frequent Online Shoppers, 2014

4.7. Belgium

• Product Categories Purchased Online, incl. “Clothing and Sports Equipment”, in % of Online Shoppers, 2014

4.8. Austria

• Product Categories Purchased Online, incl. “Clothes, Sports Goods”, in % of Online Shoppers, Q1 2015

4.9. Switzerland

• B2C E-Commerce Sales of Fashion and Shoes, in CHF billion, 2014 & 2015

5. Eastern Europe

5.1. Russia

• B2C E-Commerce Sales of Clothing and Shoes, in RUB billion, 2014 & 2020f

• B2C E-Commerce Sales by Product Categories, incl. “Clothing, Shoes”, in RUB billion, 2013 & 2014

• Product Categories Purchased Online, in % of Online Shoppers, incl. “Clothing, Shoes, Sports Goods”, 2014 & 2015

• Share of Online Purchasing “Clothing, Shoes and Sports Goods” Online, by Gender and Location Type, in %, 2014 & 2015

• Share of Online Shoppers Purchasing Clothing and Footwear Online from Russian Online Shops, Chinese Online Shops and Others, by

Total, Moscow, Large Cities, Medium Cities and Small Cities, in % of Online Shoppers, and Rank of Clothing and Footwear among Other

Product Categories, 2015

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5. Eastern Europe (Cont.)

5.1. Russia (Cont.)

• Breakdown of Cross-Border E-Commerce Imports by Product Categories, incl. “Clothing and Shoes”, in %, 2015

• Channels Used to Purchase Clothing, incl. Online, in % of Consumers, March 2015 & March 2016

• Reasons for Buying Clothing Online, in % of Consumers Buying Clothing Online, March 2016

• Top Online Retail Categories by Audience Reach, incl. “Apparel”, in million Unique Visitors, July 2015

• Top 10 Online Shops Specialized in Clothing, Shoes an Accessories, incl. E-Commerce Sales, in RUB million, Number of Orders, in

thousands, and Average Check, in RUB, 2015


Bounce Rate, in %, and Russia’s Share of Total Visits, in %, July 2016

5.2. Poland

• Product Categories Purchased Online, incl. “Clothes, Sports Goods”, in % of Online Shoppers, 2014 & 2015

• Product Categories Most Purchased Online, incl. “Clothing/Footwear”, in million Online Shoppers, April 2015

• Product Categories Purchased from Foreign Online Merchants, incl. “Clothing and Accessories”, in % of Cross-Border Online Shoppers,

April 2015

• Average Monthly Online Spending per Shopper, by Selected Product Categories, incl. “Clothing and Accessories”, in PLN, April 2015

• Most Known E-Commerce Websites for Buying Clothing Online, in % of Internet Users, April 2016


Bounce Rate, in %, and Poland’s Share of Total Visits, in %, July 2016

5.3. Turkey

• B2C E-Commerce Sales of Clothing and Footwear, in USD million, 2015 & 2020f

• Product Categories Purchased Online, incl. “Clothes, Sports Goods”, in % of Online Shoppers, by Gender, 12 Months to March 2015

• Product Categories Researched via Social Media Prior to Purchase, incl. “Clothing”, in % of Social Media Users, 2015


Bounce Rate, in %, and Turkey’s Share of Total Visits, in %, July 2016

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5. Eastern Europe (Cont.)

5.4. Greece

• Product Categories Purchased Online, incl. “Clothes, Footwear, Sports Goods”, in % of Online Shoppers, 12 Months to March 2015

5.5. Czech Republic

• Product Categories Purchased Online, incl. “Clothing, Footwear, Fashion Accessories, Sports Equipment”, in % of Online Shoppers, by

Gender and Age Group, Q2 2015

• Breakdown of Online Shops’ Market Share in the “Fashion & Clothing” Category, in %, H1 2015

5.6. Ukraine

• B2C E-Commerce Sales of Clothing and Shoes, in USD million, 2014 & 2015

• Breakdown of Online Shops in the Segment “Clothing and Shoes” by Market Share, in %, 2014 & 2015

5.7. Romania

• Top 3 Product Categories in B2C E-Commerce, by Rank, incl. “Fashion”, 2014 & 2015

• Average Check in Selected Online Shopping Categories, incl. “Fashion”, in RON, 2014 & 2015

5.8. Hungary

• Breakdown of Product Categories Purchased Online, incl. “Clothing, Accessories, Sports Equipment”, in % of Online Shoppers, 2014

5.9. Kazakhstan

• Product Categories Purchased Online, incl. “Clothing, Shoes”, in % of Online Shoppers, 2013 & 2014

• Breakdown of B2C E-Commerce Sales of Top 50 Online Shops by Product Categories, incl. “Clothing and Shoes”, in % and in USD

million, 2014

• Breakdown of B2C E-Commerce Sales of the Top 5 Online Shops in the Category “Clothing and Shoes”, by Companies, in %, 2014

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6. Scandinavia

6.1. Sub-regional

• Share of Online Shoppers Purchasing Clothing and Footwear Online, and in Cross-Border Online Shopping, Showrooming and

Webrooming, in % of Online Shoppers in the Respective Group, and Rank of Clothing and Footwear among Other Categories, by

Denmark, Finland, Norway, Sweden, and Scandinavia (Total), 2015

6.2. Sweden

• B2C E-Commerce Sales of Clothing and Shoes, in SEK billion, 2013 - 2015

• B2C E-Commerce Share of Total Retail Sales of Clothing and Shoes, in %, 2015

• Product Categories Purchased Online, in % of Online Shoppers, Q3 2015

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1. Management Summary 14 – 18

2. Global Developments 19 – 25

3. Europe Regional 26 – 32

4.

4.1.

4.2.

4.3.

4.4.

4.5.

4.6.

4.7.

4.8.

4.9.

Western Europe

UK

Germany

France

Spain

Italy

Netherlands

Belgium

Austria

Switzerland

33 – 81

33 – 42

43 – 52

53 – 59

60 – 65

66 – 71

72 – 75

76 – 77

78 – 79

80 – 81

5.

5.1.

5.2.

5.3.

5.4.

5.5.

5.6.

5.7.

5.8.

5.9.

Eastern Europe

Russia

Poland

Turkey

Greece

Czech Republic

Ukraine

Romania

Hungary

Kazakhstan

82 – 122

82 – 93

94 – 100

101– 105

106 – 107

108 – 110

111 – 113

114 – 116

117 – 118

119 – 122

6.

6.1.

6.2.

Scandinavia

Sub-regional

Sweden

123 – 128

123 – 124

125 – 128

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B2C E-Commerce Sales of Clothing,

Shoes and Accessories

21%

Other Retail Sales of Clothing, Shoes and Accessories

79%

2025f 2015

B2C E-Commerce Sales of Clothing,

Shoes and Accessories

36%

Other Retail Sales of Clothing, Shoes and Accessories

64%

B2C E-Commerce’s share of clothing, shoes and accessories in total

retail sales is predicted to rise from 21% in 2015 to 26% in 2025. Germany: B2C E-Commerce Share of Total Retail Sales of Clothing, Shoes and Accessories, in %, 2015

& 2025f

Note: the numbers were rounded by the source;

the total B2C E-Commerce’s share includes the share of online pure-play merchants (5.4% in 2015 and 11% in 2025f)

Survey: based on a survey of 100 retailers and manufacturers

Source: IFH, BTE, KPMG, November 2015

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12%

14%

14%

16%

19%

24%

19%

23%

42%

61%

9%

9%

11%

17%

18%

19%

20%

20%

34%

62%

0% 20% 40% 60% 80% 100%

Films, Music

Software (incl. Games)

Computer Hardware

Tickets for Sports or Cultural Events

Electronic equipment excl. computers

Food and Cosmetics

Holiday Tours, Accommodation and Tickets

Books, Magazines

Other Equipment*

Clothes, Sports Goods

2015

2014

Both in 2014 and 2015, “Clothes, Sports Goods” was the most popular

product category for online purchases in Poland. Poland: Product Categories Purchased Online, incl. “Clothes, Sports Goods”, in % of Online Shoppers,

2014 & 2015

Note: adds up to more than 100% due to multiple answers possible

*includes furniture, vehicles, household appliances, garden goods, hobby goods, tools, toys, jewellery, works of art and collectibles.

Definition: Individuals aged 16-74 purchasing goods or services in the last 12 months for private use

Source: Central Statistical Office of Poland, December 2015

in % of Online Shoppers

Sample Report: Europe Clothing B2C E-Commerce Market 2016

Business

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