Central European B2C E-Commerce market on upswing
Hamburg-based market research firm yStats.com presents in its latest “Central Europe B2C E-Commerce Report 2011” interesting data about trends, revenue figures, products, customers and competitors dominating Central European E-Commerce. The report contains the countries Germany, Austria and Switzerland.
The entire region shows a strong upward trend for B2C E-Commerce activities. On the one hand, the number of internet users continues to grow steadily, while on the other hand the number of internet shoppers and B2C E-Commerce revenue figures are also growing. The latest trends include shopping clubs, group shopping and mobile internet.
Large population of internet users in Germany
Germany has the largest online population in the EU: by the end of 2010 already more than 50 million Germans were using the internet. As a result, the number of online purchases continued to grow. In 2010 almost 60 % of the German population had ordered goods or services for private use online compared to the EU average of only 40 %.
Forecasts predict double digit growth for B2C E-Commerce revenue from 2010 to 2011, following the trend from 2009 to 2010, where revenue had already shown a strong increase. According to the “Central Europe B2C E-Commerce Report 2011” by yStats.com in 2010 “clothing and sporting goods” was the most popular category for online purchases, followed by the categories “books, magazines, e-learning resources”, “films/music” and “household items”.
The OTTO group (including its affiliated companies) is the leading B2C E-Commerce retailer in terms of B2C E-Commerce revenue in Germany, followed by Amazon. Shopping clubs are gaining in popularity as well. The biggest such portals are Brands4friends.de, Limango.de and Zalando-lounge.de. Furthermore, more and more Germans continue to show interest in group shopping. Groupon.de, DailyDeal.de and CooleDeals.de 2011 are the most successful providers of such services.
Mobile internet ushers in new trend in Austria
In the first quarter of 2011, almost 80 % of the Austrian population used the internet. More than 60 % of all internet users searched online for providers of goods and services. This shows that internet penetration in Austria is much higher than in other CEE countries
More than 40 % of the Austrian population purchased online in 2010. According to the “Central Europe B2C E-Commerce Report 2011” by yStats.com the number of Austrians that accessed the internet via their mobile phones totalled more than 10 % in 2010, surpassing the EU average of 7 %. B2C E-Commerce revenue accounted for 6.4 % of all retail revenue in 2011. In 2010 the most popular B2C E-Commerce category in Austria was “Books, magazines, newspapers, e-learning resources”, followed by “Clothing, sporting goods”.
OTTO Versand Österreich and Neckermann rank as the leading B2C E-Commerce companies in Austria. Shopping clubs are also gaining in popularity: the French shopping club vente-privee.com successfully entered the Austrian market in 2010.
Impressive revenue growth for Swiss B2C E-Commerce
In 2010, the Swiss online market strongly increased its overall revenue. As much as 55 % of all Swiss users accessed the internet for buying or ordering online. It is particularly noteworthy that 50 % of all users wanted to use e-banking services, while only 16 % played or downloaded computer games online.
B2C E-Commerce revenue generated in Switzerland grew by more than 50 % in 2010 compared to 2009. In 2010, half of all Swiss online shoppers planned to purchase books, followed by the categories “plane tickets” and “clothing”. According to the “Central Europe B2C E-Commerce Report 2011” by yStats.com, the number of internet users in Switzerland reached more than 5 million in 2010, equalling approximately 80 % of the total population. Correspondingly, almost 50 % of all Swiss purchased online - an impressive growth compared to 37 % in 2008.
Generalist Amazon was the number one B2C E-Commerce business in Switzerland in June 2010 evaluated based on the number of unique visitors, followed by fashion retailer La Redoute, online media retail company Weltbild, consumer electronics online store Brack and online bookshop Exlibris. In the segment of group shopping sites in June 2011 DeinDeal had the most unique visitors in Switzerland, while Groupon and DailyDeal were ranked second and third, respectively.
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GERMANY B2C E-COMMERCE REPORT 2011
1. Management Summary
2. Trends
B2C E-Commerce Trends in Germany; including Sales, in GBP billion, 2010-2011f
E-Commerce Payment Trends; incl. average Transaction Value in Germany, in EUR, 2009-2010
B2C E-Commerce and Distance Sales by Sales Channel in Germany, in EUR billion, 2009-2015f
Share of People who use the Internet to research for Products in Germany, by Frequency and by Category, in %, 2010
Reasons to research for Products Online in Germany, in %, 2010
Ways to search for Product Information Online in Germany, in %, 2010
Payment Methods offered in Online Shops in Germany, in %, October 2010
Share of Returns of German Online Retailers, in %, 2010
Market Share of Postal Companies regarding Online Shops in Germany, in %, 2010
Offered Online Shop Features in Germany, in %, October 2010
E-Book Market Trends in Germany, 2011
Market Share of Offline Bookstores vs. Online Bookstores in Germany, in %, 2007-2010
Usage of Social Commerce Features in Germany, in %, October 2010
Internet Usage Trends in Germany, 2010/2011
Mobile Internet Access Penetration in Europe incl. Germany, by Country, in %, 2010
M-Commerce Sales Outlook in Germany, in EUR billion, 2014f
Frequently Used M-Commerce Features, by Smartphone Users in %, 2010
3. Sales
Total Retail, Distance Selling and B2C E-Commerce Sales in Germany, in EUR billion, 2006-2010
B2C E-Commerce Sales of Goods in Germany, in EUR billion, 2006-2011f
4. Shares
B2C E-Commerce Share on total Retail and Distance Sales, in %, 2006-2010
5. Products
Types of Goods and Services bought online in Germany, in %, 2010
Types of Goods and Services bought online in Germany, by Age Groups, in %, 2010
Product Category Ranking for German B2C E-Commerce by Online Shoppers, in million, 2010
Top 5 Product Categories ordered online in Germany, by Age Groups, in %, 2010
6. Users / Shoppers
Development of Internet Users (millions) and its Percentage of Country Population in Germany, 2001-2011
Development of Internet Users (millions) and its Percentage of Country Population in Germany, 2009-2015f
Individuals in Europe using the Internet, by Country incl. Germany, in %, 2008-2010
Internet and Broadband Household Penetration by Country incl. Germany, by Households, in %, 2008-2010
Total Broadband Subscribers in Germany, compared to USA and the OECD Average, 2006-2010
Total Broadband Subscribers per 100 Inhabitants in Germany, comp. to USA and OECD Average, 2006-2010
Broadband Subscribers in Germany, by Access Technology, compared to the OECD Average in %, 2010
Development of Online Shoppers in Germany, in millions, 2005-2010
Share of Internet Shoppers in Germany, compared to the EU27 Average, in %, 2005-2010
EU Comparison of Online Shopper Penetration, in % of Population, 2010
Internet Shoppers in Germany by Age Groups, in %, 2010
Penetration of Online Shoppers in Germany, by Age Group and Gender, in % of Population, 2010
7. Players
Leading Shopping Sites in Germany, by Online Sales, in EUR million, 2009
Most popular Online Shopping Websites in Germany, by Number of Online Shoppers, 2010
Facts about Amazon.de
News about Amazon.de, 2011
Facts about OTTO.de
News about OTTO.de
Facts about Conrad.de
Facts about Neckermann.de
Facts about Weltbild.de
Facts about Notebooksbilliger.de
Facts about Redcoon.de
Facts about Buch.de, 2011
Facts about eBay.de
Usage and Market Shares of Private Shopping Clubs in Germany, in %, 2010
Major Shopping Clubs in Germany, by Members and Visitors, October 2010; Characteristics of Shopping Club Members vs. Internet Users in Germany, in %, 2010
Overview of Shopping Clubs in Germany, 2010
Sales of selected Shopping Clubs in Germany, in EUR million, 2009
News about Brands4friends.de, 2010
Group Shopping Sites in Germany, 2011; including Ranking by Unique Visitors, in thousands, June 2011
News about DailyDeal.de, 2011
News about CooleDeals.de/QypeDeals.com, 2011
AUSTRIA B2C E-COMMERCE REPORT 2011
1. Management Summary
2. Trends
Internet Usage Trends in Austria, 2011; incl. Usage at Home, in %, 2001, 2006 & 2011
Penetration of Internet Users in Austria and CEE countries, as % of the adult Population, July 2010
Internet Usage in Austria by Category, in % of Internet Users, Q1 2010 & Q1 2011
Preferred Types of Online Shops in Austria, Germany and Switzerland, in % by Country, March 2010
Reach of Retail Sites in Austria and European Countries, January 2010 & January 2011
Sources on which Shoppers in Austria rely before making a Purchase, in %, March 2010
Order Form of Online Purchases in Austria, in % of Population, Q1 2011
Online Travel Trends in Austria, 2010; incl. Sales, in EUR million, 2009-2010
Online Food Retail Trends in Austria, 2010
Mobile Internet Access Penetration in Europe, by Country, in %, 2010
Social Networks in Austria by Platform, in % of Internet Users, Q1 2010 & Q1 2011
3. Sales
B2C E-Commerce Sales in Austria (estimated), in EUR billion, 2011
4. Shares
B2C E-Commerce Share of Home-Shopping Sales in Austria, in %, 2011
B2C E-Commerce Share of Retail Sales in Austria, in %, 2011
5. Products
Purchased Online Product Categories in Austria, in %, 2010
Purchased Online Product Categories in Austria, by Age Groups, in %, 2010
Purchased Online Product Categories in Austria, by Age Groups and Gender, in %, 2010
6. Users / Shoppers
Development of Internet Users and its Percentage of Country Population in Austria 2000-2011
Internet Users, by Age Group in Austria, in %, 2003-2010
Internet Users, by Age Group and Gender in Austria, in %, 2003-2010
Individuals in Europe using the Internet, by Country, in %, 2008-2010
Internet and Broadband Household Penetration, by Households, in %, 2008-2010
Share of Households with Internet Access in Austria, by Province, in %, 2010
Share of Households with Broadband Internet Access in Austria, by Province, 2010
Broadband Subscribers in Austria, compared to Germany, USA and the OECD Average, 2006-2010
Total Broadband Subscribers per 100 Inhabitants in Austria, compared to Germany, USA and the OECD Average, 2006-2010
Broadband Subscribers in Austria, by Access Technology compared to the OECD Average in %, 2010
EU Comparison of Online Shopper Penetration, in % of Population, 2010
Online Shopper Penetration in Austria, in % of total Population, 2003-2010
Online Shoppers in Austria, by Age Group, in %, 2003-2010
Online Shoppers in Austria, by Age Group and Gender, in %, 2003-2010
7. Players
Facts about OTTO Versand Austria
News about Unito / OTTO Versand Austria: M-Commerce, 2011
Facts about Neckermann Austria
News about the E-Commerce Activities of C&A in Austria, 2010
News about the E-Commerce Activities of Zara in Austria, 2010
News about the E-Commerce Activities of Hugo Boss in Austria, 2011
News about E-Commerce / Online Travel Activities of Opodo in Austria, 2011
News about selected Shopping Clubs in Austria, 2011
News about the Group Shopping Sites Groupon and DailyDeal in Austria, 2011; incl. Unique Visitors, June 2011
SWITZERLAND B2C E-COMMERCE REPORT 2011
1. Management Summary
2. Trends
B2C E-Commerce Trends in Switzerland, 2010; incl. Growth of Sales by Category, in %, 2010
Online Shopper Trends in Switzerland, December 2010
Preferred Types of Online Shops in Switzerland, Austria and Germany, in % by Country, March 2010
Sources on which Swiss Shoppers refer before making a Purchase, in %, March 2010
Offered Payment Options in Swiss Online Shops, in %, September 2010
Delivery Surcharges of Swiss Online Shops, by Product Category, in %, July 2010
Activities of Swiss Internet Users, in %, March-May 2010
Payment Methods in Swiss Distance Selling, including B2C E-Commerce, in %, 2010
Mobile Internet Usage Trends in Switzerland, September 2010
3. Sales
Development of B2C E-Commerce, Distance and Retail (2006-2010) Sales in Switzerland, in CHF billion, 2009-2010
4. Shares
B2C E-Commerce Share on total Retail and Distance Sales in Switzerland, in %, 2009-2010
5. Products
Types of Goods and Services planned to buy in Switzerland, in %, April-September 2010
Share of Consumers who prefer to buy online in Switzerland, by Category, in %, 2010
6. Users / Shoppers
Development of Internet Users and Penetration in Switzerland, in million and %, 2000-2010
Regular Use of the Internet by Age Groups in Switzerland, in %, April-September 2010
Internet Users in Switzerland, in % of Population, by Gender and by monthly Income, April-September 2010
Share of Internet Shoppers on the total Population, in %, 2008 & 2010
Internet Shoppers in Switzerland by Age Groups, in % of Internet Users, 2010
Total Broadband Subscribers in Switzerland, compared to Germany, USA and the OECD, 2006-2010
Broadband Subscribers per 100 Inhabitants in Switzerland, compared to Germany, USA and the OECD Average, 2006-2010
Broadband Subscribers in Switzerland, by Access Technology compared to the OECD Average in %, 2010
7. Players
Leading B2C E-Commerce Players in Switzerland; by Unique Visitors (Users) and Audience Reach, June 2011
Leading B2C E-Commerce Players for different Categories in Switzerland, by Unique Visitors (Users), in thousands, June 2011
15 Swiss Online Shops, ranked by Points of Quality, January-April 2010
Leading Group Shopping Sites in Switzerland, by Unique Visitors (millions) and Audience Reach (%), June 2011
Facts about Media Goods Online Shop Weltbild.ch
Facts about Online Supermarket LeShop.ch, 2011; incl. Sales of LeShop.ch, in CHF million, 2006-2010 & H1 2011
Facts about Online Bookstore Exlibris.ch
Facts about Group Shopping Site DeinDeal.ch; incl. Sales, in CHF million, 2010-2011f
Facts about Group Shopping Site DailyDeal.ch
Facts about Group Shopping Site Groupon.ch
Facts about Private Shopping Site Eboutic.ch
Facts about Private Shopping Site Fashionfriends.ch
Facts about Online Market Place Ricardo.ch
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