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Eastern Europe B2C E-Commerce Report 2011

yStats.com GmbH & Co. KG
September 26, 2011
275 Pages - SKU: YST6576788

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Countries covered: Europe

Steady Growth in Eastern European B2C E-Commerce

In its latest “Eastern Europe B2C E-Commerce Report 2011” Hamburg-based market research firm yStats.com presents data on trends, revenue figures and competitors in Eastern European B2C E-Commerce as well as internet users and online shoppers. The analysis covers the key markets of Russia, Ukraine, Poland, Hungary, Czech Republic and Slovakia. Furthermore, the report comprises information about Albania, Bosnia-Herzegovina, Bulgaria, Croatia, Estonia, Greece, Latvia, Lithuania, Macedonia, Romania and Slovenia, thus featuring 17 countries in total.

In general, Eastern European B2C E-Commerce continues to grow steadily. The number of internet users and online shoppers continues to increase. However, differences can be observed. Russia lags behind when it comes to internet access, while countries such as Slovakia dominate mobile internet use.

High development potential in Russia
In 2010, only approximately 25 % of the Russian population had access to a broadband connection and only 8 million Russians had a fixed-line connection. Nonetheless, almost 40 % of the population used the internet, of which 60 % - 45 million - made online purchases. The retail structure is still underdeveloped in Russia, which is why E-Commerce has high development potential there. Less than 1 % of all retail revenue is generated in the B2C E-Commerce segment. According to the “Eastern Europe B2C E-Commerce Report 2011” by yStats.com “books” and “household appliances” as well as “CDs/DVDs” were the most popular categories; the most important competitors in Russian B2C E-Commerce are Utkonos.ru, Ozon.ru, Holodilnik.ru, Pleer.ru and MVideo. Key regions are Moscow and St. Petersburg, where more than 50 % of all Russian online revenue was generated in 2010. Additionally, so-called private shopping sites mark one of the main trends in Russian B2C E-Commerce. In this sector KupiVIP is successfully distributing designer fashion.

Growing popularity of online shopping in Ukraine
Despite obstacles such as long delivery times, online shopping continues to gain in popularity in Ukraine. The number of internet users in June 2011 increased from 9 million in the previous year to almost 13 million, of whom more than 50% use the internet for shopping. The most popular product categories include “household appliances” and “mobile phones”, and the leading competitors are Rozetka.com.ua, Bonprix.ua and Sokol.ua.

Double digit growth in Polish B2C E-Commerce
In 2010, as many as 24 million people used the internet in Poland, which is more than 60 % of the entire population. In line with this trend, Polish B2C E-Commerce has recorded double digit growth for many years, which can be mostly attributed to auction websites such as Allegro.pl. With its high market penetration Poland is ahead of other Eastern European countries such as Slovenia. In 2010, the most popular product categories were “clothing and sporting goods” and “household appliances” as well as “books”; the leading competitors include companies such as Allegro.pl, Neo24.pl, Electro.pl and Empik.com. The “Eastern Europe B2C E-Commerce Report 2011“ by yStats.com shows that mobile internet use continued to remain clearly below the EU average in 2010 with only 3 % of the population.

Growth despite obstacles in Hungarian B2C E-Commerce
The growth of Hungarian B2C E-Commerce is curbed by low internet penetration and few online payment options. The number of internet users reached in 2010 more than 6 million though, which is 60 % of the population. In total, less than 20 % of Hungarians made online purchases. The “Eastern Europe B2C E-Commerce Report 2011” by yStats.com shows clearly that B2C E-Commerce revenue increased from 2009 to 2010 and that further growth is expected for 2011. The most popular categories in 2010 were “books/magazines/e-learning resources” and “clothing, sporting goods” as well as “event tickets”; leading competitors include Bookline.hu, Edigital.hu and Libri.hu.

Strong growth in B2C E-Commerce in the Czech Republic
The number of adult internet users in the Czech Republic reached in 2010 more than 6 million, with 25 % of the population purchasing online. Sales in B2C E-Commerce experienced a double digit growth from 2009 to 2010, remained however below 5 % of retail revenue. The most popular categories in 2010 were according to the “Eastern Europe B2C E-Commerce Report 2011” by yStats.com “consumer electronics” and “household appliances”; the most successful competitors include Alza.cz, Kasa.cz and Mall.cz.

Slovakia dominates mobile internet use
Approximately 70 % of the population used the internet in 2010. Leading product categories in 2010 included “clothing/sporting goods” and “household articles”; leading competitors are Mall.sk, Alza.sk and Hej.sk. Furthermore, almost 10 % of all Slovaks used mobile internet, which is above the EU average.

RUSSIA B2C E-COMMERCE REPORT 2011 (TOP COUNTRY)
1. Management Summary
2. Trends: B2C E-Commerce Trends, 2011; Impact of E-Commerce on Retailing, 2010; Share of Moscow and St. Petersburg on B2C E-Commerce Sales and Online Shoppers, in %, 2010; Payment Methods among leading E-Commerce Sites, in %, 2008-2010.; Research Methods of Online Shoppers in Moscow and St. Petersburg, in %, April 2011; Internet and Broadband Trends, 2010; Most popular Internet Activities of Internet Users, by Age Group, in %, December 2010; Mobile Internet Trends, 2010; Social Networking Usage, August 2010; incl. Top 10 Countries for Social Networking ranked by Time spent per Visitor, August 2010; Trends about Social Networks and Private Shopping, 2011; Delivery Methods used in B2C E-Commerce in Moscow and St. Petersburg in %, April 2011; Future Growth Trends for the B2C E-Commerce Market, 2011-2015
3. Sales: B2C E-Commerce Sales and Mail-Order Sales, in EUR billion, 2006-2010; Breakdown of the B2C E-Commerce Sales by Region, in %, April 2011; Level of average Consumption (in 6 Months) for B2C E-Commerce, by Region, in RUB, 2011
4. Shares: B2C E-Commerce Share of Total Retail and Mail-Order Sales, in %, 2009-2010
5. Products: Breakdown of B2C E-Commerce Sales, by Type of Products, in %, 2010; Products purchased online, in % of Online Shoppers, 2010; Products purchased online, by Gender, in % of Online Shoppers, 2010; Product/Services purchased online, in % of Internet Sales, 2010; Monthly Online Revenue per Product Category, in RUB million, 2010; Number of daily Orders per Product Category, 2010; Breakdown of B2C E-Commerce Sales in Moscow and St. Petersburg by Product Categories, in %, April 2011; Breakdown of “expensive Sales” within B2C E-Commerce in Moscow and St. Petersburg by Product Category, in %, April 2011
6. Users / Shoppers: Development of Internet Users 18+ (millions) and Share of Country Population (in %), 2006-2014f; Development of Internet Users (millions) and Share of Country Population (in %), 2011 & 2015f; Internet Penetration by Age Groups, in %, 2010; Penetration of Internet Users in CEE countries, as % of the adult Population, July 2010; Population in CEE Countries who have ever shopped on the Internet, in %, 2009; Share of Online Shoppers on Internet Users by Region, in %, May 2011; Share of Online Shoppers on the adult Population by Region, in %, May 2011
7. Players: Top 30 Online-Shops, ranked by B2C E-Commerce Sales, in RUB billion, 2010; Facts about Utkonos.ru; Facts about Ozon.ru; Facts about Kupivip.ru; Facts about Holodilnik.ru
UKRAINE B2C E-COMMERCE REPORT 2011 (TOP COUNTRY)
1. Management Summary
2. Trends: B2C E-Commerce Trends, 2011; The most popular Reasons to use Online Shopping for Internet Users, in %, Sep. 2009 & April 2011; Attitude of Internet Users about Online Shopping, in %, September 2009 & April 2011; Payment Methods used in B2C E-Commerce, in %, 2010 (by Cash on Delivery, Bank Transfer, Credit or Discount Card); Structure of Online Payments, in %, Q1 2010; Mobile Internet Users, in % of Internet Users, 2007-first Half 2010; Mobile and Broadband Market Trends; Mobile Internet Trends, 2010
3. Sales: B2C E-Commerce Sales of Goods, in UAH million, 2008-2010; Breakdown of Distance Sales, by Ordering Channel, in %, 2010
4. Shares: B2C E-Commerce (Goods only) Share on total Retail and Home-Shopping Sales, in %, 2009 & 2010
5. Products: Most popular Products, purchased in Distance Selling, including Online, in %, 2010; 10 most important Product Categories in B2C E-Commerce, in %, September 2010 & April 2011
6. Users / Shoppers: Number of Internet Users in millions, June 2010-June 2011; Internet Users, by Gender and Age Groups, in %, June 2011; Internet Users, by Frequency and Region, in %, June 2011; Penetration of Internet Users in CEE countries, as % of the adult Population, July 2010; Population in CEE Countries who have ever shopped on the Internet, in %, 2009; Share of Online Shoppers on Internet Users, in %, September 2009 & April 2011
7. Players: Most popular Online Shops, in % of Internet Users, April 2011; Most popular Online Auctions, in % of Internet Users, April 2011; Facts about Rozetka.com.ua; Facts about Bonprix.ua; Facts about Sokol.ua
POLAND B2C E-COMMERCE REPORT 2011 (TOP COUNTRY)
1. Management Summary
2. Trends: B2C E-Commerce Sales Trends; Principles of good E-Commerce, 2011; Expansion of E-Commerce, 2011; Tablets and Smartphones Trends, 2011; B2C E-Commerce Delivery Trends, 2011; Logistic Companies used by Internet Shops, in %, 2009; Top Online Payment Companies by Internet Shop Use, in %, 2009; Availability and Popularity of Payment Methods in Internet Shops, in %, 2009; Customer Spending on B2C E-Commerce, in %, 2009; Online Activities of Internet Users, in %, April 2010; Penetration of Mobile Phone Owners, and Penetration for Mobile Media Usage among Mobile Phone Owners; Poland compared to the UK, Spain and France, in %, 2010; Mobile Internet Users, in % of the Population, 2007-2010; Internet Usage via mobile Phones, by Age Groups, in %, 2010
3. Sales: B2C E-Commerce Sales, in PLN billion, 2001-2010; B2C E-Commerce Sales, in EUR billion, 2010 & 2015f; B2C E-Commerce Sales, in PLN billion, 2010 & 2011f; B2C E-Commerce Sales per Household, compared to Italy and Spain, in EUR, 2010
4. Shares: B2C E-Commerce Share on total Retail Sales, in %, 2006-2010
5. Products: Most popular Product Categories in B2C E-Commerce, in %, 2010; Types of Goods and Services bought online, by Age Groups, in %, 2010
6. Users / Shoppers: Development of Internet Users (millions) and its Percentage of Country Population, 2006-2010; Individuals in Europe using the Internet, by Country, in %, 2008-2010; Percentage of Households in the EU with Internet Access / Broadband Connections in %, 2008-2010; Total Broadband Subscribers, compared to Germany, USA and the OECD, 2006-2010; Total Broadband Subscribers per 100 Inhabitants, compared to Germany, USA and the OECD Average, 2006-2010; Broadband Subscribers, by Access Technology compared to the OECD Average in %, 2010; Online Shoppers by Age Groups, compared to EU27 Average, in %, 2010; Penetration of Online Shoppers, by Age Group and Gender, in % of Population, 2010; Penetration of Online Shoppers, compared to EU27 Average, in %, 2006-2010; EU Comparison of Online Shopper Penetration, in % of Population, 2010; Frequency of Shopping on the Internet, in %, 2009; Online Shoppers by Age Groups, in millions, 2009; Online Shoppers by Gender, in %, 2008 & 2010
7. Players: Leading B2C E-Commerce Sites, ranked by B2C E-Commerce Sales, in PLN billion, 2010; Facts about Allegro.pl; Facts about Neo24.pl; Facts about Electro.pl; News about Integer.pl, 2011; News about Merlin.pl, 2011
HUNGARY B2C E-COMMERCE REPORT 2011 (TOP COUNTRY)
1. Management Summary
2. Trends: B2C E-Commerce Trends; B2C E-Commerce Gender Trends, 2010; Preferred Online Payment Method, in %, 2010; Online Payment Trends, 2011; Internet and Telecommunication Trends, 2010; Group Shopping Trends, 2011; Most popular Offer Categories at leading Group Shopping Sites, May 2011; Mobile Internet Access Penetration in Europe, by Country, in %, 2010; Mobile Payment Trends, 2010
3. Sales: B2C E-Commerce Sales, in HUF billion, 2005-2011f
4. Shares: B2C E-Commerce Share on total Retail Sales, in %, 2005-2011f
5. Products: Most popular Product Categories in B2C E-Commerce, in %, 2010; Types of Goods and Services bought online, by Age Groups, in %, 2010
6. Users / Shoppers: Internet Users (millions) and Percentage of Country Population, 2004-2010; Penetration of Internet Users in CEE Countries, as % of the adult Population, July 2010; Individuals in Europe using the Internet, by Country, in %, 2008-2010; Internet and Broadband Household Penetration, by Households, in %, 2008-2010; Total Broadband Subscribers, compared to Germany, USA and the OECD, 2006-2010; Broadband Subscribers per 100 Inhabitants, compared to Germany, USA and the OECD Average, 2006-2010; Broadband Subscribers, by Access Technology, compared to the OECD Average in %, 2010; Penetration of Online Shoppers, compared to EU27 Average, in %, 2006-2010; EU Comparison of Online Shopper Penetration, in % of Population, 2010; Internet Shoppers by Age Groups, compared to EU27 Average, in %, 2010
7. Players: B2C E-Commerce Players, 2010; Leading B2C E-Commerce Players; by Unique Visitors and Audience Reach, July 2011; Facts about Bookline.hu; Facts about Edigital.hu; Facts about Libri.hu; Monthly Turnover of leading Group Shopping Sites, in HUF million, May 2011; Average Price of Offers at leading Group Shopping Sites, in HUF, May 2011
CZECH REPUBLIC B2C E-COMMERCE REPORT 2011 (TOP COUNTRY)
1. Management Summary
2. Trends: B2C E-Commerce Trends, 2010; Attitude of Consumers regarding Online Shopping, in %, 2010; Online Stores compared with Online Auctions, in %, 2010: Reasons for purchasing Online, encountered Problems, the most popular Payment Method, the most popular Products; Online Shopping Payment Methods Usage, by Gender and Age, in %, 2010; Internet and Telecommunication Trends, 2010; Mobile Internet Access Penetration in Europe, by Country, in %, 2010; Mobile Payment Trends, 2011
3. Sales: B2C E-Commerce Sales, in CZK billion, 2006-2010
4. Shares: B2C E-Commerce Share of Total Retail Sales, in %, 2006-2010
5. Products: Types of Goods ordered online, in % of Online Shoppers Age 16+, 12 Months to Q2 2010; Types of Goods ordered online by Gender, in % of Online Shoppers Age 16+, 12 Months to Q2 2010; Types of Goods and Services bought online, by Age Groups, in %, 12 Months to Q2 2010
6. Users / Shoppers: Number of Internet Users (millions) and Share (%) of Country Population, 2005-2010; Individuals in Europe using the Internet, by Country, in %, 2008-2010; Internet and Broadband Household Penetration, by Households, in %, 2008-2010; Total Broadband Subscribers per 100 Inhabitants, compared to Germany, USA and the OECD Average, 2006-2010; Broadband Subscribers, by Access Technology, compared to the OECD Average in %, 2010; Number of Internet Shoppers (millions) and Share of Country Population (%), 2005-2010; Share of Respondents who have ever shopped on the Internet, in %, 2010; Share of Internet Shoppers, compared to the EU27 Average, in %, 2005-2010; Online Shopper Penetration by Age Groups, in %, 2010; Penetration of Online Shoppers, by Age Group and Gender, in % of Population, 2010; EU Comparison of Online Shopper Penetration, in % of Population, 2010
7. Players: Revenues of selected Top Players in B2C E-Commerce, in EUR million, 2009; Top E-Commerce Sites (incl. Auctions & Market Places), by monthly Visitors, August 2010; Facts about Alza.cz; Facts about Kasa.cz; Facts about Mall.cz
SLOVAKIA B2C E-COMMERCE REPORT 2011 (TOP COUNTRY)
1. Management Summary
2. Trends: B2C E-Commerce Trends, 2010; Attitude of Internet Users about Online Shopping, in %, 2010; Comparison of Online Shops and Online Auctions, in %, 2010: Reasons for purchasing Online, Encountered Problems, most popular Payment Methods, most popular Products; Share of Consumers who use Cash on Delivery for B2C E-Commerce, in %, 2010; Mobile Internet Access Penetration in Europe, by Country, in %, 2010; Internet Usage via mobile Phones, by Age Groups, in %, 2010
3. Sales: B2C E-Commerce Sales, in EUR million, 2009 & 2010
4. Shares: B2C E-Commerce Share on total Retail Sales, in %, 2009 & 2010
5. Products: Products purchased Online, in %, Q1 2010
6. Users / Shoppers: Internet Users (millions) and Share of Country Population, 2005, 2006 & 2010; Penetration of Internet Users in CEE countries, as % of the adult Population, July 2010; Individuals in Europe using the Internet, by Country, in %, 2008-2010; Internet and Broadband Household Penetration, by Households, in %, 2008-2010; Total Broadband Subscribers, compared to Germany, USA and the OECD Average, 2006-2010; Total Broadband Subscribers per 100 Inhabitants, compared to Germany, USA and the OECD Average, 2006-2010; Broadband Subscribers, by Access Technology compared to the OECD Average in %, 2010; Share of Internet Users, who ever shopped online, in %, 2010; Penetration of Internet Shoppers, comp. to EU27 Average, in %, 2006-2010; EU Comparison of Online Shopper Penetration, in % of Population, 2010; Online Shoppers by Age Groups, compared to EU27 Average, in %, 2010; Penetration of Online Shoppers, by Age Group and Gender, in % of Population, 2010
7. Players: Leading B2C E-Commerce Players; by Unique Visitors and Audience Reach, July 2011; Facts about Mall.sk; Facts about Alza.sk; Facts about Hej.sk
ADDITIONAL EASTERN EUROPEAN COUNTRIES
1. ALBANIA: Development of Internet Users and its Percentage of Country Population 2007, 2009 & 2010; News about Vodafone
2. BOSNIA-HERZEGOVINA: Development of Internet Users (millions) and its Percentage of Country Population 2006, 2007 & 2010
3. BULGARIA: Development of Internet Users (millions) and its Percentage of Country Population 2006 & 2010; Internet Activities of Internet Users, in %, 2010; Online Activities of Internet Users, in % of Individuals, 2010; Effects of the Economic Crisis on E-Commerce; Online Shoppers by Age Groups, in %, 2010; Penetration of Online Shoppers, by Age Group and Gender, in % of Population, 2010; Share of Online Shoppers on the total Population, in %, 2006-2010
4. CROATIA: Internet Users (millions) and Percentage of Country Population, 2004, 2006 & 2010; Online Activities of Internet Users, in % of Individuals, 2010; Online Shoppers by Age Groups, in %, 2010; Penetration of Online Shoppers, by Age Group and Gender, in % of Population, 2010; Major Product Categories in B2C E-Commerce, in % of Individuals, 2010
5. ESTONIA: Internet Users (millions) and Percentage of Country Population, 2006, 2007 & 2010; Development of Fixed and Mobile Broadband Subscribers 2009 & 2012f; Online Activities of Internet Users, in % of Individuals, 2010; Major Product Categories in B2C E-Commerce, in % of Individuals, 2010; Frequency of Online Shopping, in %, 2009; Online Shoppers by Age Groups, in %, 2010; Penetration of Online Shoppers, by Age Group and Gender, in % of Population, 2010; Share of Online Shoppers on the total Population, in %, 2006-2010; Top 3 Online Shops, by Percentage of Shoppers that use the Shop most often, in %, 2009; Top 3 Auction Sites, by Percentage of Shoppers that use the Site most often, in %, 2009
6. GREECE: Development of Internet Users and its Percentage of Country Population 2000 & 2010; Internet Activities, in % of Online Shoppers, 2010; Online Activities of Internet Users, in % of Individuals, 2010; Development of B2C E-Commerce Sales, in EUR billion, 2009 & 2010; B2C E-Commerce Product Categories, in % of Online Shoppers, 2010; Major Product Categories in B2C E-Commerce, in % of Individuals, 2010; Online Shoppers by Age Groups, in %, 2010; Penetration of Online Shoppers, by Age Group and Gender, in % of Population, 2010; Share of Online Shoppers on the total Population, in %, 2006-2010
7. LATVIA: Internet Users (millions) and Percentage of Country Population, 2006, 2007 & 2010; Online Activities of Internet Users, in % of Individuals, 2010; Major Product Categories in B2C E-Commerce, in % of Individuals, 2010; Online Shoppers by Age Groups, in %, 2010; Penetration of Online Shoppers, by Age Group and Gender, in % of Population, 2010; Share of Online Shoppers on the total Population, in %, 2006-2009
8. LITHUANIA: Internet Users (millions) and Percentage of Country Population, 2005, 2006 & 2010; Online Activities of Internet Users, in % of Individuals, 2010; Major Product Categories in B2C E-Commerce, in % of Individuals, 2010; Online Shoppers by Age Groups, in %, 2010; Penetration of Online Shoppers, by Age Group and Gender, in % of Population, 2010; Share of Online Shoppers on the total Population, in %, 2006-2010
9. MACEDONIA: Online Activities of Internet Users, in % of Individuals, 2010; Share of Online Shoppers on the total Population, in %, 2008-2010; Share of Online Shoppers on the total Population, in %, 2006-2010
10. ROMANIA: Online Activities of Internet Users, in % of Individuals, 2010; Major Product Categories in B2C E-Commerce, in % of Individuals, 2010; Online Shoppers by Age Groups, in %, 2010; Penetration of Online Shoppers, by Age Group and Gender, in % of Population, 2010; Share of Online Shoppers on the total Population, in %, 2006 & 2010
11. SLOVENIA: Internet Users (millions) and Percentage of Country Population, 2006, 2007 & 2010; Online Activities of Internet Users, in % of Individuals, 2010; Major Product Categories in B2C E-Commerce, in % of Individuals, 2010; Online Shoppers by Age Groups, in %, 2010; Penetration of Online Shoppers, by Age Group and Gender, in % of Population, 2010; Share of Online Shoppers on the total Population, in %, 2006-2010

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