Sample Report: Europe Cross-Border B2C E-Commerce 2015

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August 2015



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PREFACE

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Methodology (1 of 2)

Our 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,

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amounts to more than 100%. In this case, multiple answers were possible, which is noted at the bottom of the chart.

Reports are comprised of the following elements, in the following order: Cover page, preface, 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

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Methodology (2 of 2)

This report covers the cross-border B2C E-Commerce market, focusing both on cross-border imports and exports.

All major countries from the region are covered, though data availability varied across the markets.

Information about global developments is included first.

Next, regional information is covered, including country comparisons.

The rest of the report is divided by sub-regions, with countries presented in the order of descending B2C E-Commerce sales.

Depending on data availability, the following types of market information are included: cross-border online shopper penetration, cross-border

B2C E-Commerce sales (export and/or import), countries most purchased from, countries most sold to, most visited international E-Commerce

websites, most purchased product categories, reasons for and barriers to buying cross-border. Not all the mentioned types of information are

available for each of the countries covered. For selected leading countries in the region, also a text chart with a qualitative overview of cross-

border B2C E-Commerce is presented.

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Definitions

The following expressions and definitions are used in this market report*:

B2C E-Commerce:

The sale of products (and services) through electronic transactions via the Internet from businesses to consumers.

Cross-Border B2C E-Commerce:

Sale of goods (and services) directly to consumers in other countries, with goods (and services) being ordered 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 borders.

B2C E-Commerce Exports:

Value of goods (and services) purchased by consumers residing in other countries from online shops in the country and shipped to them from this

country.

B2C E-Commerce Imports:

Value of goods (and services) purchased by consumers residing in the country from online shops in other countries and shipped to them from these

countries.

Online Shoppers:

Consumers who participate in B2C E-Commerce, i.e. purchase products (and services) online via any device.

Cross-Border Online Shoppers:

Online shoppers who make purchases online from foreign online shops.

Cross-Border Online Merchants:

Online or multichannel merchants which sell products (and services) online directly to consumers in other countries.

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Note: *the exact definitions used by the source were included at the bottom of the chart, where available



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1. Management Summary

2. Global Developments

• Cross-Border B2C E-Commerce Overview, August 2014

• Cross-Border B2C E-Commerce Sales, in USD billion, % Year-on-Year Change, 2014 – 2020f

• Cross-Border B2C E-Commerce Share of Total B2C E-Commerce Sales, in % of Total, 2014 – 2020f

• Number of Cross-Border Online Shoppers, in millions, % Year-on-Year Change, 2014 – 2020f

• Cross-Border Online Shopper Penetration, in % of Total Online Shoppers, 2014 – 2020f

• Breakdown of Cross-Border E-Commerce Sales, by Regions, in %, 2025f

• Share of Clothing and Footwear on Cross-Border Online Purchases, by Region, in %, 2014

• Reasons to Purchase Online Cross-Border, in % of Online Shoppers Who Purchased a Product or Service Abroad, by Selected Countries,

April 2015

• Perceived Barriers to Cross-Border Shopping, in % of Online Shoppers Who Never Purchased a Product or Service Abroad, by Selected

Countries, April 2015

• Overview of Cross-Border Activities of Top B2C E-Commerce Merchants, incl. Headquarter Location, Local Operations and Shipment to

Countries/Regions without Local Operations, August 2015

3. Europe

3.1. Europe Regional

• Breakdown of Frequency of Cross-Border Online Shopping, in % of Online Shoppers, by Selected Countries, April 2015

• Cross-Border B2C E-Commerce Overview in the EU, August 2014

• Cross-Border Online Shopper Penetration in the EU, in % of Total Online Shoppers, 2011 – 2014

• Cross-Border Online Shopper Penetration in the EU, by Online Shoppers Buying From Other EU Countries and from Non-EU Countries, in

% of Total Online Shoppers, 2010 - 2014

• Cross-Border Online Shopper Penetration on Total Online Shoppers in the EU, in %, by Country, 2014

• Cross-Border Online Shopper Penetration on Total Online Shoppers in the EU, by Online Shoppers Buying From Other EU Countries and

from Non-EU Countries, in %, by Country, 2014

• Breakdown of E-Commerce Sales of Companies in the EU by Location, incl. Own Country, Other EU Countries, Countries Outside the EU,

in %, by Country, 2014

Table of Contents (1 of 5)



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3.2. Western Europe

3.2.1. Western Europe Sub-Regional

• Cross-Border Share of B2C E-Commerce Sales, in % and in EUR billion, 2014

3.2.2. UK


• Cross-Border Online Shopper Penetration on Total Online Shoppers, in %, July 2014

• Locations of Online Sellers Purchased from, incl. National, from Other EU Countries and from the Rest of the World, in % of Online

Shoppers, 2012 - 2014e

• Most Popular Countries in Cross-Border B2C E-Commerce, in % of Online Shoppers, August 2014

• Reasons for Buying Online from a Non-UK Retailer, in % of Cross-Border Online Shoppers, July 2014

• Potential Barriers for Buying Online from a Non-UK Retailer, in % of Online Shoppers, July 2014

• B2C E-Commerce Exports, in GBP billion, 2013e & 2020f

• Number of Cross-Border Online Shopping Orders Placed in the UK from Abroad, in millions, 2014e & 2017f

• Proportion of Online Orders Dispatched from the UK to International Destinations, in % of Total Online Retail Order Volume, Dec. 2013 –

Dec. 2014

3.2.3. Germany


• Cross-Border Online Shopper Penetration, by Location of Seller, incl. Other EU Countries, Non-EU Countries, in % of Online Shoppers,

2012 – 2014

• Cross-Border Online Shopper Penetration, by Location of Seller, incl. Other EU Countries, Non-EU Countries, in % of Online Shoppers, by

Age Group and Gender, 2014

• Cross-Border Online Shopper Penetration, in %, May 2015

• Most Popular Countries in Cross-Border B2C E-Commerce, in % of Online Shoppers, August 2014

• Reasons to Shop Online Cross-Border, in % of Cross-Border Online Shoppers, by Gender, May 2015

• Barriers to Cross-Border Online Shopping, in % of Online Shoppers, August 2014

• Cross-Border Online Merchant Penetration, by Merchants Selling to Austria and Merchants Selling to Austria and Other EU Countries, in %,

2014e




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3.2. Western Europe (cont.)

3.2.4. France

• Cross-Border Online Shopper Penetration, in % of Internet Users, 2014

• Share of Online Retailers Who Received Orders from Abroad, in %, 2014

• Share of Cross-Border E-Commerce Sales on Total Company E-Commerce Sales, in % of Companies Who Received Orders From

Customers Abroad, 2014

3.2.5. Spain

• Value of E-Commerce Import Transactions, in EUR million, by Transactions with EU, the USA, Latin America, Asia-Pacific, CEMEA, Rest of

the World and Total, 2009 – 2014

• Value of E-Commerce Export Transactions, in EUR million, by Transactions with EU, the USA, Latin America, Asia-Pacific, CEMEA, Rest of

the World and Total, 2009 – 2014

• Breakdown of Total E-Commerce Sales and Number of E-Commerce Transactions, by Geographical Region, incl. Domestic, Cross-Border

Exports and Cross-Border Imports, in %, Q4 2014

• Breakdown of Cross-Border E-Commerce Imports and Exports, by Location, incl. EU, the USA, Latin America, Asia-Pacific, CEMEA, Rest of

the World, in %, Q4 2014

3.2.6. Italy

• Cross-Border B2C E-Commerce Imports, in EUR billion, and in %Year-on-Year Change, 2012 – 2015f

• Cross-Border B2C E-Commerce Exports, in EUR billion, and in %Year-on-Year Change, 2012 – 2015f

3.2.7. Netherlands

• Cross-Border Online Shopper Penetration, in % of Population, and Cross-Border Online Spending Penetration, in % of Total Online

Spending and in EUR million, 2014

• Breakdown of Cross-Border Online Spending, by Countries, in %, 2014

• Top Product Categories Purchased in Cross-Border E-Commerce, in EUR million, 2014

3.2.8. Switzerland

• Cross-Border B2C/C2C E-Commerce Imports, in CHF million, 2013 & 2014

• B2C/C2C E-Commerce Imports Share of Total B2C/C2C E-Commerce Spending, in %, 2013 & 2014




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3.3. Eastern Europe

3.3.1. Russia


• Cross-Border B2C/C2C Imports, in RUB billion, 2013 & 2014

• Cross-Border E-Commerce Statistics, incl. Number of Orders by Location and Platform, Number of Parcels and Average Check, 2013 &

2014

• Number of Cross-Border Online Shoppers, in millions, 2013 & 2014

• Cross-Border Imports Share of Total B2C/C2C E-Commerce Sales in Russia, in %, 2013 & 2014

• Cross-Border Online Shopper Penetration, in % of Online Shoppers, 2013 & 2014e

• Product Categories Purchased in Foreign Online Shops, by Chinese Online Shops and English-Language Online Shops, September 2014

• Foreign Online Shops Purchased From, in % of Cross-Border Online Shoppers, 2013 & 2014e

• Number of Average Monthly Visitors to Foreign E-Commerce Marketplaces, in millions, by AliExpress, eBay and Amazon, H1 2013 - H2

2014

• Breakdown of Cross-Border B2C/C2C E-Commerce Imports, in %, 2014

3.3.2. Turkey

• Number and Value of Cross-Border E-Commerce Transactions with Bank Cards, in millions and in TRY million, Q1 2012 - Q1 2015

• Product Categories Purchased Online Cross-Border, in % of Cross-Border Online Shoppers, 12 Months to November 2014

• Breakdown of Online Shopping Destinations, in % of Online Shoppers, by Local Only, Foreign Only and Both, November 2014

3.3.3. Poland

• Cross-Border Online Shopper Penetration, in % of Internet Users, April 2015

• Foreign Online Merchants Purchased from, in % of Cross-Border Online Shoppers, 6 Months to April 2015

• Foreign Online Merchants Purchased from, in % of Cross-Border Online Shoppers, April 2015

3.3.4. Czech Republic

• Cross-Border Online Shopper Penetration, by Location of Seller, incl. Any Foreign Country, Other EU Countries, Non-EU Countries, in % of

Online Shoppers, by Gender and Age Group, Q2 2014




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3.3. Eastern Europe (cont.)

3.3.5. Estonia

• Value and Number of Cross-Border B2C E-Commerce Card Transactions, by Debit and Credit Cards and Total, in EUR million and in

thousands, Q1 2013 – Q1 2015

3.4. Scandinavia

3.4.1. Scandinavia Sub-Regional

• Countries Purchased from in Cross-Border B2C E-Commerce, by Sweden, Norway, Denmark, Finland and Regional, in % of Online

Shoppers Who Have Purchased from Foreign Sites, 2014

• Product Categories Purchased from Foreign Websites, by Sweden, Norway, Denmark, Finland and Regional, in % of Online Shoppers Who

Have Purchased from Foreign Sites, 2014

3.4.2. Sweden

• Cross-Border B2C E-Commerce Imports, in SEK billion and in % Quarter-on-Quarter Change, 2014

3.4.3. Finland

• Breakdown of B2C E-Commerce Sales by Cross-Border and Domestic, in %, by Product Segment, 2014



1. Management Summary 12 – 15

2. Global Developments 16 – 28

3.

3.1.

Europe

Regional

29 – 96

29 – 39

3.2. Western Europe

Sub-Regional

UK

Germany

France

Spain

Italy

Netherlands

Switzerland

40 – 72

40 – 41

42 – 50

51 – 58

59 – 61

62 – 65

66 – 67

68 – 70

71 – 72

3.3. Eastern Europe

Russia

Turkey

Poland

Czech Republic

Estonia

73 – 91

73 – 83

84 – 86

87 – 89

90 – 90

91 – 91

3.4. Scandinavia

Sub-Regional

Sweden

Finland

92 – 96

92 – 94

95 – 95

96 – 96

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Table of Contents



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23% of cross-border online spending from the Netherlands in 2014

was made at Chinese and 18% at German merchants.

Netherlands: Breakdown of Cross-Border Online Spending, by Countries, in %, 2014

China 23%

Germany 18%

UK 14%

USA 13%

Other 32%

Source: Thuiswinkel.org, GfK, Post.nl, March 2015



28% 30% 32%

36%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2011 2012 2013 2014

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Cross-border online shopper penetration in the EU increased from

28% in 2011 to 36% in 2014.

Europe: Cross-Border Online Shopper Penetration in the EU, in % of Total Online Shoppers, 2011 - 2014

in %

of T

ota

l O

nlin

e S

hoppers

Definition: individuals who ordered goods or services over the Internet from sellers from other countries (EU or non-EU)

Source: Eurostat, May 2015



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