Market Research Logo

Eastern Europe B2C E-Commerce Market 2019

Eastern Europe B2C E-Commerce Market 2019

B2C E-Commerce sales in Eastern Europe projected to rise in 2019
More consumers in Eastern Europe shop online
Online shopper penetration is on the rise across Eastern Europe, but remains behind that of Western Europe. In the region’s largest online retail market, Russia, just above one-third of the population made purchases over the Internet in 2018, compared to more than three-quarters in Germany and the UK. This indicates that more growth is yet to come, with double-digit yearly increase rates projected for online retail sales in Russia and other Eastern European markets in 2019 and beyond.

Top B2C E-Commerce market trends in Eastern Europe
M-Commerce is a major online shopping trend in the region. Over one in two digital buyers in Poland, Turkey, Romania, Hungary, Slovakia and other countries place E-Commerce orders via smartphones. Another rising trend is cross-border shopping. China-based AliExpress of the Alibaba Group ranks among the top E-Commerce websites in this region, rivalling local market leaders including Allegro, Heureka, eMag, Rozetka, Wildberries, and others.


1. Management Summary
2. Regional Overview
Retail E-Commerce and M-Commerce Growth Rate, by Global Regions, in %, 2019f vs. 2018
Top 10 Countries Worldwide by Retail E-Commerce Sales, in USD billion, incl. Russia, 2018 & 2019f
B2C E-Commerce Sales in Europe, in EUR billion, and Year-on-Year Change, in %, 2013 - 2019f
Breakdown of B2C E-Commerce Sales in Europe by Sub-Regions, in %, 2018
Internet Penetration in Europe, by Country, in % of Individuals, 2012 – 2018
Online Shopper Penetration in Europe, by Country, in % of Individuals, 2012 – 2018
Cross-Border Online Shopper Penetration in the EU, by Country, in % of Online Shoppers, 2017 & 2018
3. Russia
3.1. Trends
B2C E-Commerce Market Overview and International Comparisons, September 2019
B2C E-Commerce Sales, in RUB billion, and Breakdown by Domestic Sales and Cross-Border Imports, in %, 2013 – 2019f
B2C E-Commerce Sales, by Domestic and Cross-Border, in RUB billion, 2018e-2023f
Breakdown of Cross-Border Online Spending and Number of Shipments by Country, in %, 2018
Usage of Mobile Devices to Access the Internet, in % of Internet Users by Gender, Area and Total, 2018
Breakdown of Devices Used in the Latest Online Purchase from Russian and Foreign Online Stores, in % of Online Shoppers, 2017 & 2018
Social Commerce Shopper Penetration, in % of Internet Users, and Types of Social Commerce Platforms Used, in % of Social Commerce Shoppers, 2018
Top 10 Social Commerce Shopping Platforms, in % of Social Commerce Shoppers, 2018
B2C E-Commerce Sales, in RUB billion, and Year-on-Year Change, in %, by Segment, 2016 -2018
3.2. Sales & Share
B2C E-Commerce Sales Forecasts, in RUB billion, by Six Comparative Estimates, 2016 – 2023f
B2C E-Commerce Share of Total Retail Sales, by Non-Grocery Goods and Total Retail, in %, 2016-2018
B2C E-Commerce Share of Total Retail Sales, in %, 2018 & 2024f
3.3. Internet Users & Online Shoppers
Number of Active Internet Users, in millions, and Penetration, in % of Population, 2013 - 2018
Number of Online Shoppers, in millions, and Penetration, in % of Population, 2013 - 2018
Online Shopper Penetration by Age Group, Gender and Location Type, in % of Population, 2018
Reasons for Not Shopping Online, in % of Individuals Who Do Not Shop Online, 2017 & 2018
3.4. Products
Breakdown of Domestic B2C E-Commerce Sales by Product Categories, in %, 2018
Product Categories Purchased Online, in % of Online Shoppers, 2017 & 2018
3.5. Payment
Breakdown of Last Online Purchase from a Russian Online Store by Payment Method, in %, 2017 & 2018
Online Payment Services Used to Pay for Products and Services Online, in % of Internet Users in Large Cities, 2017 & 2018
3.6. Delivery
Breakdown of B2C E-Commerce Delivery Time, in % of Deliveries, 2018
Number of Parcels Delivered in E-Commerce, by Delivery Method, in millions, Share, in % of Total Number of Parcels, and Change, in %, 2016 & 2018
3.7. Players
Top 20 Online Shops, Ranked by Sales, incl. E-Commerce Sales, in RUB million, Number of Orders, in thousands, Average Check, in RUB, Y-o-Y Change, and Main Product Category, 2018
4. Poland
4.1. Trends
B2C E-Commerce Market Overview and International Comparisons, September 2019
Devices Used for Online Shopping, in % of Online Shoppers, April 2018 & April 2019
Breakdown of Expectations Regarding Online Shopping Spending by Device Used for Purchase, in % of Online Shoppers, April 2019
Breakdown of O2O Approaches Used in the Last Purchase, in % of Online Shoppers and Mobile Shoppers, May 2019
4.2. Sales & Share
B2C E-Commerce Sales, in PLN billion, 2013 – 2019f
B2C E-Commerce Share of Total Retail Sales, in %, 2018
4.3. Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2012 - 2018
Online Shopper Penetration, in % of Individuals, 2012 - 2018
4.4. Products
Product Categories Purchased Online, in % of Online Shoppers, 2017 & 2018
4.5. Payment
Payment Methods Used in E-Commerce, in % of Online Shoppers, May 2019
4.6. Delivery
Delivery Methods Used in E-Commerce, in % of Online Shoppers, April 2019
4.7. Players
Top E-Commerce Websites Most Associated with Online Shopping, in % Internet Users, April 2018 & April 2019
Top 5 Foreign Online Merchants Purchased From, in % of Cross-Border Online Shoppers in Poland, April 2018 & April 2019
5. Turkey
5.1. Trends
Shopping Activities Carried Out Online, in % of Internet Users, Q2 2018
Cross-Border Online Shopper Penetration, in % of Online Shoppers, by Purchased from Any Foreign Country, From EU Countries and From Non-EU Countries, 2013 - 2018
Number of Cross-Border E-Commerce Transactions with Domestic Bank Cards, in millions, and Value, in TRY million, Q1 2016 – Q2 2019
5.2. Sales & Share
E-Commerce Share of Total Retail Sales, in %, 2014 - 2018
Retail E-Commerce Sales, in TRY billion, and Year-on-Year Change, in %, 2013 - 2017
E-Commerce Sales by Segment, in TRY billion, 2017 & 2018
5.3. Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2012 - 2019
5.4. Products
Product Categories Purchased Online, in % of Online Shoppers, Q1 2018 & Q1 2019
5.5. Payment
Breakdown of Payment Methods Used in E-Commerce, in % of Orders, 16 Months to April 2018
Breakdown of E-Commerce Transactions by Payment Method, in %, April 2018
Number of Domestic E-Commerce Transactions with Domestic Bank Cards, in millions, and Value, in TRY million, Q1 2016 – Q2 2019
5.6. Delivery
Share of Online Shoppers Whose Purchase Decision Is Affected by Delivery Costs and Speed, in %, February 2018
5.7. Players
Top 10 E-Commerce Platforms Purchased From, by Product Category, in % of Online Shoppers Purchasing Each Category, September 2018
6. Czech Republic
6.1. Trends
Devices Used to Shop Online, in % of Online Shoppers, June 2018
M-Commerce Share of Retail Sales, in %, 2018 & 2019f
6.2. Sales & Share
B2C E-Commerce Sales, in CZK billion, 2018 & 2019f
B2C E-Commerce Share of Retail Sales, in %, 2018
6.3. Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2012 - 2018
Online Shopper Penetration, in % of Individuals, 2012 - 2018
6.4. Products
Product Categories Purchased Online, in % of Online Shoppers, 2017 & 2018
6.5. Payment
Payment Methods Preferred in E-Commerce, in % of Online Shoppers, July 2018
6.6. Delivery
Breakdown of Expectations of Free Delivery Depending on the Order Value, in % of Online Shoppers, May 2019
Delivery Methods Preferred in E-Commerce, in % of Online Shoppers, June 2018
6.7. Players
Top 5 Online Shopping Websites, incl. Total Number of Visits on Desktop and Mobile, in millions, Czech Republic’s Share of Total Visits on Desktop, in %, Average Visit Duration, Pages Per Visit and Bounce Rate, September 2019
7. Greece
7.1. Trends
Breakdown of Main Devices Used to Shop Online, in % of Online Shoppers, 2018
Research and Purchase Behavior, in % of Respondents, 2018
7.2. Sales & Shares
B2C E-Commerce Sales, in EUR billion, 2018 & 2019f
7.3. Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2012 - 2018
Online Shopper Penetration, in % of Individuals, 2012 - 2018
7.4. Products
Product Categories Purchased Online, in % of Online Shoppers, 2017 & 2018
7.5. Payment
Top Payment Methods Used in E-Commerce, in % of Online Shoppers, 2018
7.6. Delivery
Top 3 Delivery-Related Problems in E-Commerce, in % of Online Shoppers, 2018
7.7. Players
Top 5 Online Shopping Websites, incl. Total Number of Visits on Desktop and Mobile, in millions, Greece’s Share of Total Visits on Desktop, in %, Average Visit Duration, Pages Per Visit and Bounce Rate, September 2019
8. Romania
8.1. Trends
Top Reasons To Buy Online, in % of Online Shoppers, May 2018
Devices Used to Shop Online, in % of Online Shoppers, June 2018
Average E-Commerce Transaction Value, by Mobile and Desktop, in EUR, 2018
8.2. Sales & Shares
B2C E-Commerce Sales, in EUR billion, 2017 & 2018
B2C E-Commerce Share of Retail Sales, in %, 2016 - 2018
8.3. Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2012 - 2018
Online Shopper Penetration, in % of Individuals, 2012 - 2018
8.4. Products
Product Categories Purchased Online, in % of Online Shoppers, 2017 & 2018
8.5. Payment
Payment Methods Preferred in E-Commerce, in % of Online Shoppers, July 2018
Breakdown of Online Card Payments, by Desktop and Mobile, in %, 2018
8.6. Delivery
Share of Online Shoppers Demanding Shorter Delivery Times, e.g. Same Day Delivery, in %, 2018
Delivery Methods Preferred in E-Commerce, in % of Online Shoppers, June 2018
8.7. Players
Top 5 Online Shopping Websites, incl. Total Number of Visits on Desktop and Mobile, in millions, Romania’s Share of Total Visits on Desktop, in %, Average Visit Duration, Pages Per Visit and Bounce Rate, September 2019
Revenues of the Top 1 E-Commerce Market Player (eMag), in RON billion, 2017 & 2018
9. Hungary
9.1. Trends
Devices Used to Shop Online, in % of Online Shoppers, June 2018
Number of Cross-Border Online Shoppers, in millions, and Cross-Border E-Commerce Spending, in HUF billion, 2018
Share of Online Shoppers Making Purchases via Smartphone, in %, May 2017 & April 2019
9.2. Sales & Shares
B2C E-Commerce Sales, in HUF billion, 2014 & 2018
B2C E-Commerce Share of Total Retail Sales, in %, 2018
9.3. Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2012 - 2018
Online Shopper Penetration, in % of Individuals, 2012 - 2018
9.4. Products
Product Categories Purchased Online, in % of Online Shoppers, 2017 & 2018
9.5. Payment
Payment Methods Preferred in E-Commerce, in % of Online Shoppers, July 2018
9.6. Delivery
Delivery Methods Preferred in E-Commerce, in % of Online Shoppers, June 2018
9.7. Players
Top 5 Online Shopping Websites, incl. Total Number of Visits on Desktop and Mobile, in millions, Hungary’s Share of Total Visits on Desktop, in %, Average Visit Duration, Pages Per Visit and Bounce Rate, September 2019
10. Ukraine
10.1. Trends
Breakdown of Devices Used for Online Shopping, in % of Online Purchases, 2018
Share of Internet Users Who Research Product Information and Place Orders Online via Smartphone, in %, 2018
Share of Online Shoppers Purchasing via Mobile Shopping Apps, in %, 2018
10.2. Sales & Shares
B2C E-Commerce Sales, in UAH billion, 2016 - 2019f
B2C E-Commerce Share of Total Retail Sales, in %, 2018
10.3. Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2010 – 2019f
Online Shopper Penetration, in % of Individuals, 2012 – 2018
Breakdown of Online Shoppers, by Age Group and Gender, in %, 2018
10.4. Products
Top Product Categories Purchased Online, in % of Online Shoppers, 2018
10.5. Payment
Breakdown of Payment Methods Preferred in E-Commerce, in % of Online Shoppers, April 2018
10.6. Delivery
Delivery Methods Preferred in E-Commerce, in % of Online Shoppers, April 2018
10.7. Players
Top E-Commerce Websites Used, in % of Online Shoppers, May 2018
Top 3 Reasons for Buying Online From a Particular Website, in % of Online Shoppers, 2018
11. Slovakia
11.1. Trends
Devices Used to Shop Online, in % of Online Shoppers, June 2018
11.2. Sales & Shares
B2C E-Commerce Sales, in EUR billion, Year-on-Year Change, in %, and Share of Total Retail Sales, in %, 2018
11.3. Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2012 - 2018
Online Shopper Penetration, in % of Individuals, 2012 - 2018
11.4. Products
Product Categories Purchased Online, in % of Online Shoppers, 2017 & 2018
11.5. Payment
Payment Methods Preferred in E-Commerce, in % of Online Shoppers, July 2018
11.6. Delivery
Delivery Methods Preferred in E-Commerce, in % of Online Shoppers, June 2018
11.7. Players
Top 5 Online Shopping Websites, incl. Total Number of Visits on Desktop and Mobile, in millions, Slovakia’s Share of Total Visits on Desktop, in %, Average Visit Duration, Pages Per Visit and Bounce Rate, September 2019
12. Bulgaria
12.1. Sales & Shares
B2C E-Commerce Sales in Europe, in EUR million, and Year-on-Year Change, in %, 2013 - 2018e
12.2. Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2012 - 2018
Online Shopper Penetration, in % of Individuals, 2012 - 2018
12.3. Products
Product Categories Purchased Online, in % of Online Shoppers, 2017 & 2018
12.4. Payment
Top Payment Methods Used in E-Commerce, in % of Online Shoppers, July 2019
12.5. Players
Top 5 Online Shopping Websites, incl. Total Number of Visits on Desktop and Mobile, in millions, Bulgaria’s Share of Total Visits on Desktop, in %, Average Visit Duration, Pages Per Visit and Bounce Rate, September 2019
13. Belarus
13.1. Trends
Breakdown of Online Purchases by Device Used, by Age Group, in % of Online Shoppers, March 2018
Top 5 Reasons to Shop from Cross-Border Websites, in % of Online Shoppers, March 2018
13.2. Sales & Shares
B2C E-Commerce Sales, in USD million, 2017 & 2018
B2C E-Commerce Share of Total Retail Sales, in %, 2017 & 2018
13.3. Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2013 - 2018
Online Shopper Penetration, in % of Individuals, March 2018
Breakdown of Online Shoppers by Those Who Purchase Most Products Online, Purchase Equally Over the Internet and In-Store, Purchase Over the Internet Sometimes, but Prefer In-Store Shopping and Who Rarely Purchase Online, in %, March 2018
13.4. Products
Products Purchased Online, by Purchased in the Last 12 Months, Purchased Most Frequently in the Past Year and Purchased at Least Once Online, in % of Online Shoppers, March 2018
13.5. Payment
Breakdown of Payment Methods Used in Last Online Purchase, in % of Online Shoppers, 2018
13.6. Delivery
Breakdown of Delivery Options Used in E-Commerce, in % of Deliveries, November 2018
13.7. Players
Top E-Commerce Websites Used, in % of Online Shoppers, March 2018
14. Croatia
14.1. Trends
Devices Used to Shop Online, in % of Online Shoppers, June 2018
14.2. Sales & Shares
B2C E-Commerce Sales, in EUR billion, Year-on-Year Change, in %, and Share of Total Retail Sales, in %, 2018
14.3. Internet Users & Online Shoppers
Internet User Penetration and Online Shopper Penetration, in % of Individuals, 2018
14.4. Products
Product Categories Purchased Online, in % of Online Shoppers, 2017 & 2018
14.5. Payment
Payment Methods Preferred in E-Commerce, in % of Online Shoppers, July 2018
14.6. Delivery
Delivery Methods Preferred in E-Commerce, in % of Online Shoppers, June 2018
Delivery Services Used by E-Commerce Merchants, in %, 2018
14.7. Players
Top 5 Online Shopping Websites, incl. Total Number of Visits on Desktop and Mobile, in millions, Croatia’s Share of Total Visits on Desktop, in %, Average Visit Duration, Pages Per Visit and Bounce Rate, September 2019
15. Slovenia
15.1. Trends
Devices Used to Shop Online, in % of Online Shoppers, June 2018
15.2. Sales & Shares
B2C E-Commerce Sales, in EUR billion, Year-on-Year Change, in %, and Share of Total Retail Sales, in %, 2018
15.3. Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2012 - 2018
Online Shopper Penetration, in % of Individuals, 2012 - 2018
15.4. Products
Product Categories Purchased Online, in % of Online Shoppers, 2017 & 2018
15.5. Payment
Payment Methods Preferred in E-Commerce, in % of Online Shoppers, July 2018
15.6. Delivery
Delivery Methods Preferred in E-Commerce, in % of Online Shoppers, June 2018
15.7. Players
Top 5 Online Shopping Websites, October 2019

Download our eBook: How to Succeed Using Market Research

Learn how to effectively navigate the market research process to help guide your organization on the journey to success.

Download eBook