Eastern Europe B2C E-Commerce Market 2022

Eastern Europe B2C E-Commerce Market 2022

B2C E-Commerce sales value in Turkey saw a substantial growth of over 60% y-o-y between 2019 and 2020: new yStats.com report.

The latest publication from Germany-based online research firm yStats.com, “Eastern Europe B2C E-Commerce Market 2022” provides insights into the current state and future trends of B2C E-Commerce in the Eastern European region. Among other findings, the publication reveals that Aliexpress was the most popular foreign shopping website used in the past 6 months in Poland, as of October 2021.

Eastern Europe sees the continuous acceleration of B2C E-Commerce after the onset of COVID-19 in 2020

In Eastern Europe, B2C E-Commerce market progressively developed, especially after the pandemic spread in 2020. This was caused by the imposed retail market constraints caused by the proliferation of COVID-19 restrictions, meaning the first half of 2020 was a booming period for B2C E-Commerce. In fact, the Russian B2C E-Commerce market reached significant growth of almost 60% y-o-y from 2019 to 2020. In Poland, the online retail market continues to accelerate over 2020, with the product sector contributing the most to B2C E-Commerce growth being Home and Gardening, followed by Electronics and Media.

Consumers in Eastern Europe mostly shopped online for Clothes, Shoes & Accessories items in 2020

Product segments that were commonly purchased when shopping online in Eastern Europe were different in various markets of the region in 2020. For example, Russian B2C E-Commerce was lead by the Electronics and Appliances product category, followed by Clothing & Footwear, Food, Furniture and Home Goods, and Beauty and Health. In Turkey, among the most commonly purchased items online in 2021 were Clothes, Shoes & Accessories, Deliveries from Restaurant, and Food and Beverages.


1. Management Summary
2. Global Developments
• B2C E-Commerce Sales Value, in USD trillion, and Year-on-Year Change, in %, 2019 - 2025f
• B2C E-Commerce Sales Value, in USD trillion, and Share, in % of Total Retail Sales, 2019 - 2025f
• Top 10 Countries, by B2C E-Commerce Sales Value, in USD billion, and Y-o-Y Change, in %, 2020 & 2021e
• Breakdown of Top 10 Countries, by B2C E-Commerce Sales, in % of Total Global B2C E-Commerce, 2021e
• Growth Rate of B2C E-Commerce Sales Worldwide and in the Top 10 Countries, incl. India, Brazil, Russia, in %, 2021e
• E-Commerce Sales Compound Annual Growth Rate, in % Year-on-Year Change, 2020 - 2024f
3. Regional Developments
• Overview B2C E-Commerce Market, November 2021
• Online Retailers’ E-Commerce Sales Value, in USD billion, 2019 & 2020
• Top 5 Fastest-Growing Online Retailers, in % Year-on-Year Change, 2020
• Top 5 Fastest-Growing Online Product Categories, in % Year-on-Year Change, 2020
• Online Shopper Penetration Rate, by Age Group, in % of Internet Users, 2015 – 2020
• Internet Penetration in the EU, by Country, in % of Individuals, 2015 – 2020
• Online Shopper Penetration in the EU, by Country, in % of Individuals, 2015 – 2019
• Online Shopper Penetration in the EU, by Country, in % of Individuals, 2020
• B2C E-Commerce Sales Value, in USD trillion, and Year-on-Year Change, in %, 2019 - 2025f
• B2C E-Commerce Sales Value, in USD trillion, and Share, in % of Total Retail Sales, 2019 - 2025f
• Top Payment Methods Preferred, by Before & After COVID-19, in % of Adults, March 2021
4. Russia
• Overview B2C E-Commerce Market, November 2021
• B2C E-Commerce Sales Value, by Domestic and Cross-Border, in RUB billion, 2015 - 2021e
• Breakdown of Domestic B2C E-Commerce Sales, by Product Category, in %, 2020
• Breakdown of Cross-Border B2C E-Commerce Sales, by Product Category, in %, 2020
• Share of Online Consumers Who Make Online Purchase More Than Once a Year, in %, 2019 & 2020
• Shopping Frequency, in % of Online Consumers, 2019 & 2020
• Top 10 Product Categories Purchased, in % of Online Consumers, 2019 & 2020
• Top 5 Marketplace Websites, incl. Web Visits, in millions, Average Visit Duration, in minutes, Bounce Rate, in %, and Top 5 Countries by Share of Visits, in %, September 2021
• Weekly Hours Spent in Shopping Apps, in millions, by Weeks, December 29th, 2019 & December 27th, 2020
• Top 10 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, in %, and Main Product Category, 2020
• Breakdown of B2C E-Commerce Sales, by Payment Method, in %, 2019 & March - December 2020
• Share of Consumer Fund Transfers via the Faster Payment System, in % of Total, December 2020
• Average Daily Value of Payments via the Faster Payment System (FPS), in RUB million, January 2020 & September 2020
• Share of Cashless Transactions With a Debit Card, in % of All Cashless Transactions Value, & Share of Cashless Transactions, in % of Total Expenditures of Citizens, 2010 - 2019 & January - September 2020
• Share of Payments Made Via a Bank Card, in % of Online Purchases, 2019 & 2020
5. Poland
• Overview B2C E-Commerce Market, November 2021
• B2C E-Commerce Sales, by Product Category, in PLN billion, 2017 - 2026f
• Top Devices Used for Online Shopping, in % of Internet Users, June 2021
• Smartphone Owners Who Made and Did Not Make a Purchase Online, in %, 2019 - 2021
• Online Shoppers Who Made and Did Not Make a Purchase via a Mobile Device, in %, 2019 – 2021
• Top 5 Marketplace Websites, incl. Web Visits, in millions, Average Visit Duration, in minutes, Bounce Rate, in %, and Top 5 Countries by Share of Visits, in %, September 2021
• Top Foreign Online Stores Used in the Last 6 Months, in % of Online Shoppers, June 2021
• Breakdown of Preferred Payment Methods, in % of Internet Users, December 2020
• Top Preferred Payment Methods, by Age Groups, in % of Internet Users, December 2020
• Breakdown of Payment Methods Offered, in % of Online Retailers, October 2020
• Digital Payment Methods Owned, in % of Internet Users, November 2020
• Digital Payment Methods Owned, in % of Internet Users, November 2020
• Payment Methods Used When Purchasing via Computer/Laptop, in % of Online Shoppers Buying via Computer, 2019 & 2020
• Payment Methods Used in M-Commerce, in % of Mobile Shoppers, 2019 & 2020
6. Turkey
• B2C E-Commerce Sales Value, in TRY billion, 2019 - 2020
• B2C E-Commerce Sales Value Distribution, by Month, in TRY billion, H1 2020 & H1 2021
• Product Categories Purchased Online, in % of Online Shoppers, Q1 2020 & Q1 2021
• Shopping Activities Carried Out Online, in % of Internet Users, Q3 2020
• Top 5 Marketplace Websites, incl. Web Visits, in millions, Average Visit Duration, in minutes, Bounce Rate, in %, and Top 5 Countries by Share of Visits, in %, September 2021
• Weekly Hours Spent in Shopping Apps, in millions, by Weeks, December 29th, 2019 & December 27th, 2020
• Online Shopper Penetration, in % of Individuals, Q1 2020 & Q1 2021
7. Czech Republic
• B2C E-Commerce Sales, in CZK billion, 2019 & 2020
• B2C E-Commerce Sales, in CZK billion, Q2 2020 & Q2 2021
• Top 5 Marketplace Websites, incl. Web Visits, in millions, Average Visit Duration, in minutes, Bounce Rate, in %, and Top 5 Countries by Share of Visits, in %, September 2021
• B2C E-Commerce Share of Retail Sales, in %, 2020
• Online Shopper Penetration, in % of Individuals, 2015 - 2020
• Top Product Categories Purchased Online in the Last 3 Months, in % of Individuals, 2020
8. Greece
• Online Shopper Penetration Rate, in % of Consumers, December 2019 & December 2020
• Online Shopper Penetration, in % of Individuals, 2015 - 2020
• Top Product Categories Intended to Purchase Online, in % of Consumers, June 2020, December 2020, June 2021
• Top Product Categories to be Purchased Online in the Coming Months, by Very and Not Very Likely, in % of Adult Consumers, September 2020
• Top 5 Marketplace Websites, incl. Web Visits, in millions, Average Visit Duration, in minutes, Bounce Rate, in %, and Top 5 Countries by Share of Visits, in %, September 2021
• Number of Transactions with Payment Cards, in millions, 2019 & 2020
• Share of Debit and Credit Cards Payments, in % of Total Volume, 2018 – 2020
9. Romania
• B2C E-Commerce Market Value, in EUR billion, 2019 & 2020
• Online Shopper Penetration, in % of Individuals, 2015 - 2020
• Top Product Categories Purchased Online in the Last 3 Months, in % of Individuals, 2020
• Top 5 Marketplace Websites, incl. Web Visits, in millions, Average Visit Duration, in minutes, Bounce Rate, in %, and Top 5 Countries by Share of Visits, in %, September 2021
• Average Online Order Value, by Mobile & Desktop Transactions, in RON, 2019 & 2020
10. Hungary
• B2C E-Commerce Market Value, in HUF billion, 2019 & 2020
• Online Shopper Penetration, in % of Individuals, 2015 - 2020
• Product Categories Purchased Online in the Last 3 Months, in % of Online Shoppers, 2020
• Breakdown of Payment Methods, in % of B2C E-Commerce Transaction Number, 2020
• Breakdown of Delivery Methods, in % of Total B2C E-Commerce Transaction Number, 2020
• Top 5 Marketplace Websites, incl. Web Visits, in millions, Average Visit Duration, in minutes, Bounce Rate, in %, and Top 5 Countries by Share of Visits, in %, September 2021

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